Core Viewpoint - The article discusses the growing competition among food and beverage brands in the university market, highlighting the significant market potential and the strategies companies are employing to capture the young consumer base [1][6]. Group 1: Market Overview - The Chinese university dining market reached a scale of 483.28 billion yuan in 2023, with a compound annual growth rate (CAGR) of 31.6%. It is expected to grow to 544 billion yuan in 2024 and surpass 600 billion yuan in 2025 [7]. - The market is characterized by a coexistence of on-campus dining (55.5%) and off-campus social dining (44.5%), indicating a competitive yet complementary landscape [10]. Group 2: Company Strategies - Brands like Bawang Tea and Haidilao are entering university campuses to establish a presence, with Bawang Tea's first campus store at Tsinghua University selling over 2,200 cups on its opening day [7]. - Nova Coffee is adapting to seasonal trends and consumer preferences by offering innovative coffee products and exploring partnerships with universities for low-investment, high-return business models [5]. Group 3: Consumer Behavior - University students are seen as a stable consumer base, with brands aiming to "occupy the mind" of young consumers to convert them into long-term customers [12][13]. - The shift in consumer behavior is evident as students transition from parental purchasing decisions to independent choices, with increased disposable income allowing for higher-quality brand selections [13]. Group 4: Challenges and Considerations - While there is potential for brands to convert university students into long-term customers, challenges include the limited spending power of students and the influence of trends and social factors on their preferences [14]. - Brands must continuously innovate their products and services to maintain relevance and avoid losing consumer interest once the novelty wears off [14].

2025.06. 14 本文字数：2536，阅读时长大约4分钟 作者 | 第一财经 揭书宜 6月中旬的一个午后，第一财经记者在上海大学宝山校区内一家蜜雪冰城门店看见，不少学生正在排队 点餐和取餐。对比蜜雪冰城折后只要7.8元的芋圆葡萄，隔壁动辄十几元一杯的独立饮品店则显得门可 罗雀。而距离这两家饮品店的不远处，还有一家瑞幸咖啡。除此之外，上海大学宝山校区内还有一家肯 德基。 高校这片蕴藏6000亿年规模、年复合增长率超30%的蓝海市场，正吸引着连锁餐饮巨头争相涌入。它 们的目标不仅是做眼前的生意，更深层的野心在于，通过校园"第三空间"提前占领年轻消费者的心智， 将今日的学子转化为明日的忠实客户。一场围绕未来餐桌与钱包的"心智争夺战"，已在象牙塔内悄然打 响。 海底捞也根据区域市场需求，入驻了校园食堂、企业食堂。2023年，海底捞首家校园店入驻西安高校 后，又在广东、湖北、江苏等地先后落地学校食堂，部分校园店推出捞面表演、生日庆祝、DIY美甲等 体验。 "做9个月的生意挣一年的钱" 上海大学内的蜜雪冰城 "传统的高校生意模式用一句话概括就是——'做9个月的生意，挣一年的钱'。"挪瓦咖啡相关负责人王佳 告诉第一财 ...

Core Insights - The competition in the beverage sector has entered campuses, with major chains targeting the lucrative market of college students, which is valued at 600 billion yuan and has a compound annual growth rate (CAGR) exceeding 30% [1][6] - Brands aim to establish a "third space" in campuses to capture the minds of young consumers, turning today's students into tomorrow's loyal customers [1][12] Market Overview - The Chinese college dining market is projected to grow to 544 billion yuan in 2024 and is expected to surpass 600 billion yuan by 2025, with a CAGR of 31.6% [6] - The market consists of on-campus dining (55.5%) and off-campus dining (44.5%), indicating a competitive landscape where both segments coexist and complement each other [9] Consumer Behavior - College students are increasingly favoring innovative beverage products, with brands like Nuo Wa Coffee adapting their offerings to seasonal trends and preferences [5] - The student demographic is seen as a key target for brands, as they are in a critical phase of brand recognition and are more likely to develop long-term consumption habits if engaged effectively [12][13] Strategic Initiatives - Companies like Bawang Tea and Haidilao are expanding into campus dining, with Haidilao incorporating unique dining experiences to attract students [7][8] - Nuo Wa Coffee plans to collaborate with various retail scenarios within campuses to create low-investment, high-return business models [5] Challenges and Considerations - While there is potential for brands to convert college students into long-term customers, challenges include the limited purchasing power of students and the need for continuous innovation to maintain interest [13] - The transition from campus consumption to long-term loyalty requires brands to adapt their marketing strategies and product offerings to align with the evolving lifestyles of graduates [13]

以下文章来源于惊蛰青年 ，作者阿瑞 温钰菲 惊蛰青年 . 一座Z世代博物馆。 本文来自微信公众号： 惊蛰青年 ，作者：阿瑞、温钰菲，编辑：安菲尔德，校对：严严，题图来 自：视觉中国 "毕业后回母校，一种刻舟求剑的美。" 最近，趁着校友日活动，人大毕业生 Liz回母校逛了逛。校园里热闹非凡，但曾经的同学不在身边， 连不知何时更换的餐厅招牌也在提示着回不去的青春。 Liz在读时，外卖软件刚刚兴起，短视频也还没火起来。校园里曾有好几家独立咖啡店，现在它们都 已经倒闭，取而代之的是 连锁咖啡 瑞幸和库迪。 教学楼 的地下开了一家肯德基，倒和校门口那块 与吮指原味鸡形状颇为相似的 "实事求是"石相得益彰。此外还有多乐之日、醉面、周黑鸭等，"给人 的感觉很像商场B1打工人餐饮集合区"。 "商场B1" 图/小红书截图 连锁餐饮品牌纷纷进驻大学，让老校友感到陌生，在校生倒是司空见惯。人大这家肯德基早在 2022 年已经开业，不久后，清华、北大也拥有了自己的肯德基和麦当劳。现在，武大坐拥茶颜悦色、老乡 鸡，华中科技大学则有达美乐、必胜客。据窄门餐眼 的数据 ，截至 2025年5月，瑞幸和库迪已分别 开出1000多家和600多家 ...