Core Viewpoint - The article discusses the explosive popularity of "Nai Pi Zi Tang Hu Lu" (milk skin candied hawthorn) and its impact on the market, highlighting its rapid rise in social media presence and sales, as well as the broader trend of incorporating the "nai pi zi" element into various food and beverage products [4][5][9]. Group 1: Market Trends - The order volume for candied hawthorn has increased over three times month-on-month in October, with "Nai Pi Zi Tang Hu Lu" orders growing by 109% [4]. - Social media mentions of "Nai Pi Zi Tang Hu Lu" surged, with voice volume increasing by 1127% and 3923% in October and November respectively [8]. - The "nai pi zi" element has been integrated into various products, including drinks and desserts, leading to a trend where "everything can be paired with nai pi zi" [9][12]. Group 2: Historical Context - "Nai Pi Zi Tang Hu Lu" first gained attention in late 2024 in Baotou, Inner Mongolia, before spreading to other regions [6]. - The traditional "nai pi zi" is a dairy product with a long history among nomadic peoples in northern and northwestern China, dating back over 2000 years [8]. Group 3: Product Development - Various brands have launched products featuring "nai pi zi," including yogurt and desserts, with notable sales performance [12][13]. - The popularity of "nai pi zi" has led to the creation of new products like "nai pi zi mousse cake" and "nai pi zi latte," indicating a trend towards innovation in the food industry [13]. Group 4: Consumer Reception - Consumer feedback on "nai pi zi" products is mixed, with some praising the taste of "nai pi zi yogurt" while others criticize the flavor of "nai pi zi latte" [21]. - The pricing of "Nai Pi Zi Tang Hu Lu" has raised concerns, with some consumers labeling it as a "price assassin" due to high costs compared to traditional options [19]. Group 5: Future Outlook - The article raises questions about the sustainability of "nai pi zi" as a long-term trend, comparing it to the "egg tart effect," where initial popularity may not translate into lasting market presence [22].

Core Insights - The "milk skin candied hawthorn" has become a trending food item across various cities in China, with long queues and high prices indicating its popularity [1][2][11] - Social media platforms like Xiaohongshu, Douyin, and Dazhong Dianping have played a significant role in promoting this product, leading to a polarized reception among consumers [1][11] - The product's appeal lies in its unique combination of flavors and high visual appeal, which has turned it into a social currency for sharing experiences [16][24] Consumer Behavior - Consumers are willing to wait in long lines, with reports of up to three hours of waiting time for a single skewer, and prices reaching as high as 98 yuan [2][9] - Many consumers express a desire to try the product due to its novelty and social media buzz, with some indicating that they would prefer a lower price point of around 10-35 yuan [5][7] - The product's high visual appeal and the trend of sharing food experiences on social media have contributed to its status as a must-try item [7][16] Market Dynamics - The rapid rise in popularity has led to a surge in supply, with many vendors entering the market, which may dilute the product's uniqueness and perceived value [17][20] - The pricing structure is beginning to normalize, with reports of lower-priced options emerging, indicating a potential shift in consumer expectations [19][20] - The lifecycle of trendy food items like "milk skin candied hawthorn" often follows a pattern of initial hype, oversaturation, and eventual decline, as seen with previous food trends [17][24] Social Media Influence - Social media algorithms and influencer marketing have significantly boosted the visibility of "milk skin candied hawthorn," creating a buzz that drives consumer interest [11][14] - The phenomenon of "wild endorsements" by celebrities has further amplified the product's appeal, making it a popular topic on social media platforms [14][16] - The engagement metrics on platforms like Xiaohongshu and Douyin show high levels of interaction and interest, indicating a strong consumer base [12][14] Future Outlook - The sustainability of "milk skin candied hawthorn" as a trend will depend on its ability to maintain quality and consumer interest amidst increasing competition [20][24] - The product's future may hinge on balancing novelty with consistent quality and value, as consumers become more discerning [22][24] - The potential for a decline in popularity exists if the market becomes oversaturated with similar offerings, leading to diminished consumer excitement [17][19]