Core Viewpoint - The "Autumn Milk" event, initially a one-day promotion on the first day of autumn, has evolved into a 10-day marketing campaign, reflecting the competitive landscape of the takeaway industry and the need for brands to prepare well in advance [1][8]. Supply Chain Changes - The preparation for the "Autumn Milk" event began two weeks prior to the peak sales day, with brands like Sweet Lala and Yihe Hall initiating stock orders and inventory checks well in advance [4]. - Brands are standardizing their product offerings, focusing on high-selling items like "Qingfeng Meihua" and "Yiteng Quanfufu," while reducing reliance on perishable fresh fruit products [5]. - Digital systems are being adopted to better forecast demand and manage inventory, with brands like Ningji using historical data to guide stocking decisions [6]. Marketing Cycle Changes - The marketing cycle for "Autumn Milk" has expanded from a single day to a 10-day promotional period, allowing brands to engage in various marketing activities each day [8][9]. - The event has become a significant annual promotion akin to "Double 11," with brands leveraging social media and influencer partnerships to drive sales [8]. - The extended period allows for better operational management, reducing pressure on the peak day and enhancing customer decision-making [9]. Strategic Changes - Historically, brands employed a strong pricing strategy during "Autumn Milk," but this year, many are increasing discounts and promotional efforts to boost sales [11]. - Companies are focusing on long-term customer retention strategies, with brands like Ningji and Yihe Hall implementing dual-track approaches to attract new customers while nurturing existing ones [12]. - The goal is to transition public traffic from delivery platforms to private channels, enhancing customer loyalty and profitability [12].

Core Insights - The phenomenon of "the first cup of milk tea in autumn" has evolved into a significant cultural and marketing event in China, transcending its initial status as a social media trend [3][4][26] - The event has become a national consumption symbol, reflecting the desire for ritual and emotional connection among consumers [26] Group 1: Evolution of the Event - The rise of "the first cup of milk tea in autumn" has gone through three stages: spontaneous user engagement, brand follow-up, and proactive industry planning [4][11] - In 2020, the trend began with a viral social media post, leading to significant engagement and sales growth for various milk tea brands, with some reporting sales increases of 300-400% [7][11] - By 2021, brands shifted from passive participation to actively leading the conversation, with marketing campaigns starting earlier and becoming more strategic [8][10] Group 2: Marketing Strategies - Since 2022, the event has transformed into a standardized marketing ritual, with brands treating it as a key promotional node similar to traditional festivals [11][12] - Brands have increasingly focused on product innovation and collaborations with popular IPs to enhance engagement and sales, with significant sales spikes reported during the event [12][13] - In 2024, over 200,000 beverage stores participated, selling more than 53 million cups of milk tea, marking a 34% year-on-year increase [13] Group 3: Consumer Engagement - The event has successfully symbolized emotional connections, allowing consumers to express care and affection through the act of purchasing milk tea [15][16] - Low participation costs and simple engagement methods have contributed to the widespread adoption of the event, making it accessible to a broad audience [21][22] - The phenomenon encourages user-generated content (UGC), emphasizing the importance of authentic consumer engagement over traditional brand-driven marketing [22] Group 4: Implications for Brands - Brands are encouraged to create emotional significance around their products, transforming ordinary purchases into meaningful rituals [15][26] - The integration of products with specific seasonal contexts enhances consumer motivation and justifies purchasing behavior [23][24] - The success of this event highlights the need for brands to find unique emotional connections with consumers, establishing their products as essential elements in significant life moments [26]

Group 1 - The topic "First Cup of Milk Tea in Autumn" led to a surge in sales for multiple milk tea brands, with Nayuki's Tea experiencing a 500% increase in delivery sales on August 5, and many stores reporting over 300 cups in waiting orders [1] - Nayuki's Tea has continued its color marketing strategy this year, featuring the "66 Blueberry and Mulberry Yogurt Shake" as a key product, with all product packaging and visual logos changed to purple [2] - The newly launched "66 Blueberry and Mulberry Yogurt Shake" achieved sales of over 500,000 cups within just three days of its debut [2]

Core Viewpoint - The "First Cup of Milk Tea in Autumn" event has become a significant marketing initiative in the takeaway and milk tea industry, akin to "Double 11" for e-commerce, with increased competition among platforms this year [1][2]. Group 1: Event Overview - The "First Cup of Milk Tea in Autumn" event, initiated in 2020, has evolved into a staple marketing moment for the takeaway industry, with major platforms vying for market share [1]. - This year, over 200,000 beverage stores participated in the event, with more than 53 million drinks sold on the day of the event [4]. Group 2: Platform Strategies - Meituan adopted a "new" strategy by collaborating with over 100 tea brands for new product launches, with at least 250,000 stores involved in the event [2]. - Taobao Shanguo engaged in extensive pre-event marketing, featuring celebrity endorsements and distributing free drink vouchers to attract consumers [4][5]. - JD.com differentiated its approach by promoting "the first bite of fried chicken" instead of milk tea, showcasing a unique marketing strategy [5]. Group 3: Product Launches - Various brands launched new products during the event, including notable items like the "Sunshine Green Grape Ice Milk" from Cha Bai Dao and "Jasmine Green Milk" from Mi Xue Ice City, which quickly became top sellers [2][4]. - The event has led to significant sales for new products, with Mi Xue Ice City achieving over 100 million yuan in transaction value on the event day [4]. Group 4: Industry Trends - The event has consistently driven consumer engagement and sales in the beverage sector, becoming a key trend for tea brands to launch new products [3]. - The competition among platforms has intensified, prompting commitments from Meituan, JD.com, and Ele.me to regulate promotional activities and avoid irrational competition [6].

Core Insights - The article discusses the evolution of the "Autumn Milk Tea" marketing event, which has transformed from a single-day promotion into a 10-day campaign, reflecting the competitive landscape of the takeaway beverage industry [2][8]. Industry Changes - The "Autumn Milk Tea" event, initially a one-day affair on August 7, has been extended to a 10-day promotional period from August 1 to August 10, allowing brands to implement various marketing strategies throughout the duration [8]. - Brands are increasingly standardizing their product offerings for the event, focusing on high-demand items to optimize inventory management and reduce waste [4][6]. - The tea beverage industry has established more mature replenishment mechanisms and emergency response systems, allowing for efficient stock management during peak sales periods [6]. Marketing Strategies - The event has evolved into a multi-platform promotion, akin to a "Double 11" for the tea beverage sector, with brands leveraging collaborations and influencer marketing to attract consumers [7][8]. - Brands are adopting a dual strategy, using external platforms to attract new customers while simultaneously nurturing existing ones through private channels [12][14]. - Increased promotional efforts, including discounts and subsidies, are being utilized this year to drive higher sales volumes, reflecting a shift from previous years where brands relied on emotional value rather than price reductions [11][12]. Operational Adjustments - Brands are implementing digital systems to better forecast demand and manage inventory, with some companies suggesting a 30% increase in stock based on historical sales data [5][6]. - The extended promotional period has allowed brands to alleviate operational pressure on peak days, enhancing overall efficiency and customer experience [8][10]. Consumer Engagement - The "Autumn Milk Tea" event has become a cultural phenomenon, with consumers viewing it as a ritualistic consumption experience, further driving engagement and sales [10][11]. - Brands are focusing on converting public traffic from promotional events into private customer relationships, aiming to build a loyal customer base through targeted marketing efforts [13][14].

Core Insights - The article highlights the significance of the "First Cup of Milk Tea in Autumn" marketing event, which has become a staple in the food delivery industry since 2020, with over 100 tea brands participating this year [3][4]. Industry Trends - The event is expected to see participation from at least 250,000 beverage stores across China, showcasing new products and popular items [1][3]. - Major brands like Starbucks, Luckin Coffee, and others are launching new products through Meituan, indicating a trend of collaboration between delivery platforms and beverage brands [3][4]. Consumer Engagement - The "First Cup of Milk Tea in Autumn" has successfully engaged young consumers for five consecutive years, driving beverage consumption and brand visibility [4][5]. - Meituan's strategy includes leveraging consumer trends and data analytics to assist brands in product development and market launch, enhancing customer feedback and engagement [5]. Market Impact - The collaboration with Meituan has led to increased sales and brand recognition for domestic tea and coffee brands, while international brands are deepening their presence in the Chinese market [5]. - The agricultural supply chain, particularly in regions like Yunnan and Sichuan, is benefiting from the growth of the tea and coffee industries, leading to improved income for local farmers [5].

Core Viewpoint - The article discusses the significant price increase of lemons in China, driven by supply-demand imbalances due to adverse weather conditions affecting production, both domestically and globally [3][11][13]. Group 1: Price Increase and Market Dynamics - In July, the national wholesale average price of lemons surged by 80.67% year-on-year, reaching 14.08 yuan per kilogram, with prices in Sichuan's Anju area rising from 3-4 yuan per jin to 8-10 yuan per jin, marking a three-year high [3][11]. - The price surge has impacted tea beverage businesses, with costs for lemon water skyrocketing, leading to situations where some businesses effectively offer it for free to customers due to high costs and discounts [5][16]. - The supply of lemons is heavily reliant on last year's inventory, as adverse weather conditions led to a 40% decrease in the fruit-bearing rate and a 52% reduction in production this year [11][12]. Group 2: Global and Domestic Production Challenges - Global lemon production has also faced challenges, with Turkey halting lemon exports due to frost damage, and other regions like South Africa and Argentina experiencing reduced harvests due to severe weather [13][14]. - Anju, which supplies 70% of China's lemons, has been particularly affected by extreme weather, compounding the supply issues [8][11]. Group 3: Future Market Outlook - The domestic demand for lemons is expected to continue increasing, with projections indicating that the market size for the lemon industry in China will reach 580 billion yuan by 2025, growing by 70 billion yuan from 2024, with a year-on-year growth rate of 13.7% [15]. - The price of lemons is unlikely to return to normal levels this year, as ongoing extreme heat conditions are expected to further impact production [18][19].

Group 1 - The "first cup of milk tea in autumn" promotion has become a significant annual event, with companies like Meituan and Taobao participating in large-scale giveaways and promotions [1][3] - Meituan announced the distribution of 2.7 million new milk tea vouchers to delivery riders, allowing them to enjoy free milk tea and wellness services during the autumn season [1] - The milk tea market is experiencing a surge in demand, with reports of long queues and high order volumes at various tea shops, indicating a strong consumer interest [5][8] Group 2 - Taobao Flash Sale is offering over 1 million free milk tea cups daily until August 10, further driving consumer engagement [3] - Some tea shops are overwhelmed with orders, leading to significant wait times for customers, highlighting the intense competition in the milk tea industry [5][8] - The popularity of limited edition collaborations and promotional items, such as ceramic cups, has contributed to the increased sales and customer excitement [8] Group 3 - Delivery platforms like Ele.me faced operational challenges during the promotion, with users reporting issues such as order delays and inability to cancel orders, which sparked discussions on social media [11][12] - Meituan's promotional activities have also led to some customer dissatisfaction regarding voucher redemption issues, although the company has responded to these concerns [20][22][25]

Core Insights - The article highlights the significant marketing event of "the first cup of milk tea in autumn," where over 100 tea brands will launch new products through Meituan during the period of the autumn festival [1] - A total of at least 250,000 beverage stores will participate in the sales activities for new products and popular items [1] Group 1: New Product Launches - Major tea brands participating include Mixue Ice Cream & Tea, Yihe Tang, Starbucks, Luckin Coffee, Kudi Coffee, Cha Bai Dao, Hu Shang A Yi, and Kenyue Coffee [1] - New milk tea products being launched include Cha Bai Dao's Sunshine Green Grape Ice Milk, Gu Ming's Cloud Salted Duck, Hu Shang A Yi's Rich Rice Mochi Milk Tea, Mixue's Apple Milk Green, Yihe Tang's Four Seasons Spring Light Milk Tea, and Ye Ye Bu Pao Cha's Needle King Grape [1] - New coffee products include Kudi Coffee's Kale Americano, Kenyue Coffee's Juicy Grape Sparkling Americano, Lavazza's KAFA Forest Guixia Americano, Luckin Coffee's Fresh Brewed Light Osmanthus, and Starbucks' Golden Osmanthus Latte, Golden Osmanthus Americano, and Golden Osmanthus Phoenix Single Bush Tea Latte [1] Group 2: Other Beverage Launches - New fruit tea products include Hu Shang A Yi's 12-in-1 Revitalizing Fiber Bottle (Small Green Bottle) and Shu Yi Shao Xian Cao's Desert Apricot Red [1]

Core Insights - The article highlights the significance of the "First Cup of Milk Tea in Autumn" marketing event, which has become a staple in the takeaway industry since 2020, with over 100 tea brands participating this year through Meituan [1][5] Group 1: Marketing Event Overview - The "First Cup of Milk Tea in Autumn" event will see over 100 tea brands launching new products via Meituan, with at least 250,000 beverage stores participating [1][2] - Major brands involved include Mixue Ice City, Yihe Hall, Starbucks, and Luckin Coffee, among others, showcasing a variety of new milk tea, coffee, and fruit tea products [2][3] Group 2: Sales and Consumer Trends - The event has proven to be a significant driver of beverage consumption, with 20,000 beverage stores participating in 2024, selling over 53 million cups on the day of the event [5] - Mixue Ice City achieved over 100 million yuan in transaction value on the event day, marking a milestone for tea brands on Meituan [5] Group 3: Innovation and Collaboration - Meituan's collaboration with tea brands facilitates product innovation and market expansion, allowing brands to quickly respond to consumer feedback and preferences [6] - The partnership has also benefited agricultural sectors, enhancing the value chain for coffee and tea production in regions like Yunnan and Sichuan [6]