最近，我在刷招聘平台时，注意到一个不太寻常的细节。 蜜雪冰城，在BOSS直聘上，悄悄上线了一批与乐园项目相关的岗位。 起初我以为又是哪种品牌活动，点进去才发现，是清一色的乐园建制岗位：乐园内容编剧、乐园演艺统筹、乐园工程管理、乐园周边产品统筹。 招聘描述里反复出现的关键词是世界观、核心叙事线、沉浸式体验、演艺体系、工程全流程管理。 月薪区间则在11K到24K，部分岗位明确写着20K以上，要求5到10年相关经验，工作地点标注在郑州。 更耐人寻味的是，任职要求中多次提及熟悉迪士尼、环球影城等成熟主题乐园的内容与演艺逻辑，有完整乐园项目经验者优先。 与此同时，关于蜜雪冰城选址的讨论也在悄然发酵，有网友提到，蜜雪冰城的地勘工作已经完成，位置就在郑州中牟。 这个名字对于主题乐园爱好者并不陌生，只有河南、电影小镇、方特、海昌、绿博园，一大批河南主题文旅项目已经在那里完成集结。 对此，蜜雪冰城官方客服对媒体的回应很谨慎，表示暂不清楚具体规划，但种种迹象来看，这个曾经站在街头唱着甜蜜蜜的雪王，正在尝试搭建一个更大 的舞台。 更重要的是，蜜雪冰城并不孤单。 就在不久前，扬州爱奇艺乐园定在今年2月8日正式启幕，从前期宣推来看，相 ...

Core Viewpoint - The concept of "normalized precise assistance" has been introduced in the central government's 14th guiding document for agricultural work, marking a shift towards a long-term, systematic approach to support rural development and poverty alleviation [2][3][5]. Group 1 - The year 2026 marks a new phase for assistance strategies, transitioning from a transitional period to a stable, normalized support system [5][10]. - The focus is on moving from basic support to a stable starting point, emphasizing the importance of sustainable development [10][11]. - Guangdong's assistance to Guangxi and Guizhou emphasizes continuity, systematization, precision, and collaboration across various sectors, including industry, labor, and social welfare [12][13][14]. Group 2 - The "normalized precise assistance" framework aims to establish a multi-dimensional collaboration system involving government, market, and society, ensuring that support measures align closely with local resources and development needs [30][32]. - The approach requires precise identification and support, optimizing industrial assistance methods to enhance local economic development [34][35][36]. Group 3 - The collaboration between Guangdong and Guangxi has led to significant projects, such as the "Chenpi Xing You Teng" initiative, which has expanded the planting area to 60,000 acres and increased household income by over 15,000 yuan annually for 12,000 families [20][21][24]. - Financial assistance from Guangdong to Guangxi amounts to 1.7 billion yuan annually, with an average of over 50 million yuan per county, fostering the development of 49 specialized industries [25][26][27]. Group 4 - The "Pearl-Zunyi New Tea Drink" brand has gained national recognition, significantly increasing the income of tea farmers in Guizhou, with an average annual income of 11,000 yuan per person [41][44]. - The collaboration has also led to the establishment of a national new tea drink supply chain center, breaking the previous reliance on raw tea sales and enhancing local economic resilience [42][43][45]. Group 5 - The success of the Guangdong-Guizhou and Guangdong-Guangxi collaborations lies in their ability to create a cooperative governance network that integrates assistance responsibilities into local performance assessments [52][53]. - The shift from "assistance" to "cooperation" is essential, promoting a two-way partnership that leverages the strengths of both eastern and western regions [64][65][66].

Core Insights - The marketing strategies for the Year of the Horse are gaining momentum, with a significant increase in related product launches and sales on e-commerce platforms, indicating strong consumer demand [1] - Brands are leveraging various marketing techniques such as puns, collaborations, and storytelling to transform cultural symbols into consumer behavior, making the "Horse" element a central marketing symbol [1] Group 1: Pun Marketing - The use of pun marketing, particularly with celebrities whose names contain "Ma," has proven effective in engaging consumers and creating memorable brand associations [2] - Yili's campaign featuring actress Ma Yili exemplifies this approach, incorporating social media suggestions and interactive storytelling to enhance consumer participation [2] - Other brands, like Han Shu, have also utilized puns creatively in their advertising, resulting in increased attention and engagement from consumers [3] Group 2: Collaborative Marketing - Cross-industry collaborations are being employed to integrate traditional cultural elements into marketing strategies, enhancing brand creativity [4] - Brands like Mixue Ice City are partnering with cultural heritage representatives to create unique marketing campaigns that resonate with consumers [4] - Jewelry brand Mankalon is also leveraging art and cultural heritage by collaborating with the Xu Beihong Art Museum to launch themed products, aligning with the cultural attributes of the Spring Festival [4] Group 3: Narrative Marketing - Narrative marketing focuses on creating immersive experiences that connect brands with consumers through storytelling and cultural themes [5] - Brands like Guansha are hosting interactive events in cultural landmarks, allowing consumers to engage with the brand in a meaningful way [5] - Belle is utilizing artistic collaborations to create visually impactful pop-up stores that resonate with the theme of the Year of the Horse, enhancing brand perception [5][6]

头部茶饮品牌蜜雪冰城释放多个乐园相关岗位招聘，引发外界猜测，蜜雪冰城是否要建设自己的主题乐园？ 2月3日，界面新闻以消费者身份咨询蜜雪冰城 官方客服进行求证，对方回应称："已将相关情况记录下来，稍后会反馈给相关负责人进行 核实。" 界面新闻查询BOSS直聘了解到，蜜雪冰城目前正在招聘乐园演艺统筹岗、乐园内容编剧岗、乐园周边产品统筹岗和工程管理岗（乐园项 目）等多个岗位，岗位薪资为月薪11K至24K之间，均要求5至10年的工作经验，工作地点位于河南郑州。 Q 乐园 取消 经验 ▼ 类型 全部职位 ▼ 城市 ▼ -- -- 薪资 ▼ 乐园演艺统筹岗 11-20K 5-10年 大专 影视类 旅游类 TO C 代先生 · HR 回复率高 郑州 金水区 祭城 工程管理岗(乐园项目) 12-24K 其他 机电工程经验 5-10年 | 本科 工业建筑经验 代先生 · HR 回复率高 郑州 金水区 祭城 乐园内容编剧岗 12-20K 5-10年 本科 游戏剧情策划 话剧 代先生·HR 回复率高 郑州 金水区 祭城 乐园演艺统筹岗 11-20K 2.制定项目预算及施工计划,监控成本、进度、风险,优化 资源配置,确保项目动态可控 ...

工程管理岗（乐园项目）薪资最高，达到12K至24K。该岗位的职责包括：长期从事主题乐园类项目工程，能够对主题乐园项目从规划、设计、施工到开业 的全过程管理，审核项目按计划、预算及质量标准交付；完整操盘过至少1个投资额超2亿元的主题乐园项目，熟悉游乐设备安装及主题包装工艺以及沉浸式 体验项目（如VR、特效剧场）的工程实施。 乐园演艺统筹岗的职责包括：IP室内主题乐园演艺内容管理，围绕IP角色制定符合乐园IP风格、核心内涵的表演及IP互动类型，能够结合节假日或热点话 题，策划创新演艺互动项目等；乐园内容编剧岗职责包括参与乐园设计过程，配合内外部团队制定乐园故事背景、核心叙事线，将不同游乐项目、主题区 域、互动环节通过IP串联成完整且有吸引力的体验链路，针对节日活动、主题企划等进行日常迭代优化等。 值得注意的是，蜜雪冰城招聘的乐园相关岗位，基本都要求有迪士尼、环球影城等知名乐园的工作经历。如乐园演艺统筹岗要求5年以上相关文旅或主题乐 园演艺项目策划、运营或团队管理经验，具备如环球、迪士尼、长隆等大型乐园IP管理经验优先；乐园内容编剧岗要求熟悉国内外知名IP乐园（如迪士尼、 环球影城）的演艺内容逻辑；乐园周边产品统筹 ...

Core Insights - The beverage industry in 2025 continues to thrive on social media, with brands innovating to create surprising products that capture consumer interest [1][2] - The trends observed in 2025 provide a glimpse into the potential directions for 2026, highlighting a blend of nostalgia and modernity in product offerings [1][32] Group 1: Product Innovations - The return of traditional "sugar water" elements, particularly the rise of "tapioca," signifies a nostalgic trend in the beverage market, with brands like Gu Ming and Mai Ji Milk Company achieving significant sales through tapioca-based drinks [3][5][6] - Seasonal fruit competitions are evolving, with a shift from niche fruits to a focus on classic options like strawberries and cherries, emphasizing the importance of supply chain transparency and quality sourcing [7][9][10] - A "physical revolution" in beverage forms is occurring, blurring the lines between drinks and desserts, with products like liquid cakes and solidified versions of traditional drinks gaining popularity [11][12][13][16] Group 2: Health and Wellness Trends - The "super plant tea" category, which gained traction in 2024, continues to evolve in 2025, with an expanding range of ingredients and a focus on supply chain integrity, indicating a shift towards sustainable health-focused beverages [19][20] - The introduction of mushroom-infused drinks reflects a trend towards unique flavor profiles and regional cultural experiences, enhancing the diversity of offerings in the beverage market [20][22][24] Group 3: Market Dynamics - The emergence of "ice milk" drinks demonstrates a strategic return to familiar flavors, effectively meeting consumer demand for refreshing beverages during hot weather, while also creating a new product category [26][28] - The rise of "salty" flavors in beverages, such as cheese-infused teas, showcases a trend towards balanced flavor profiles that enhance the overall drinking experience [27][28] - The use of "dopamine colors" in product design and marketing is becoming a powerful tool for brands, enhancing visual appeal and consumer engagement through vibrant color schemes [29][31] Group 4: Future Outlook - The beverage industry is expected to continue exploring existing values and experiences to create the next generation of hit products, focusing on modern interpretations of traditional flavors and sensory experiences [32][33] - The competitive landscape in 2026 will favor brands that can not only generate short-term trends but also establish lasting connections with consumers through innovative and meaningful offerings [34]

Investment Rating - The industry investment rating is "Recommended" (maintained) [1] Core Insights - The report highlights the acceleration of service consumption policies, with the State Council issuing a plan to enhance service consumption across various sectors, including transportation, tourism, and home services. This is expected to significantly boost the industry's outlook in 2026 [4] - The social service sector has shown strong relative performance, with a 1-month increase of 4.2%, a 3-month increase of 4.9%, and a 12-month increase of 17.5%, outperforming the CSI 300 index [3] Summary by Relevant Sections Service Consumption Policy - The government has introduced a comprehensive plan to enhance service consumption, focusing on expanding supply, innovating scenarios, and providing financial support. Key initiatives include promoting railway tourism, upgrading cruise and yacht products, and enhancing home service professionalization [4] Human Resources Service Sector - The report mentions that Core International expects a net profit of 267 million to 334 million yuan for 2025, representing a year-on-year growth of 30% to 62.5%. The company is leveraging technological innovation and industry integration to meet talent demands [5] Scenic Area Sector - Three Gorges Tourism anticipates a net profit of 56 million to 72 million yuan for 2025, reflecting a decline of 38.77% to 52.38% year-on-year, primarily due to tax payments and asset impairment losses [6][7] Investment Recommendations - The report suggests focusing on the human resources service sector, particularly companies like Core International and Beijing Renli. It also highlights opportunities in the duty-free sector, scenic areas, medical aesthetics, catering, tea drinks, and hotels, with specific companies recommended for investment [8]

Summary of Key Points from the Conference Call Industry Overview - The report focuses on the **China Bubble & Brew Sector**, particularly coffee and tea consumption trends, and highlights the transition of these beverages from elite status symbols to accessible daily commodities [5][23]. - Current coffee consumption in China is approximately **22 cups per capita per year**, significantly lower than over **300 cups** in the US, Japan, and South Korea, indicating substantial growth potential [5][30]. Key Players and Market Dynamics - The top **8 companies** are projected to dominate **25% of total outlets by 2025**, up from **10% in 2022** [6]. - Key growth areas include low-tier cities and mid- to low-priced segments (under **Rmb 20**), with expected **CAGR of 20%** for store counts and gross merchandise value (GMV) [6]. - The report identifies **Luckin Coffee** and **Guming** as top picks, followed by **Mixue** and **Nongfu** [6]. Competitive Landscape - The competitive landscape is characterized by low entry barriers, with significant consolidation among leading brands like **Mixue**, **Luckin**, and **Guming** [36]. - The current chain penetration rate in the coffee segment is around **40%**, suggesting ample room for growth [32]. - **Mixue** has the largest scale with **53,000 stores** by mid-2025, while **Luckin Coffee** leads in the coffee space with **26,000 stores** [72]. Financial Metrics and Performance - The report includes a valuation comparison table for various companies, highlighting metrics such as market capitalization, revenue growth rates, and price-to-earnings ratios [3]. - Notable financial performance includes **Guming** with a **22%** same-store sales growth (SSSG) in 1H25 and **Luckin** with **14%** SSSG in 3Q25 [11]. Catalysts and Future Outlook - Key catalysts to watch include new product launches, expansion into new categories, and increased competition from Starbucks, which aims to grow its store count in China to **20,000** [6]. - The report expresses a bullish outlook for 2026, anticipating better-than-expected performance for leading players due to new initiatives and market dynamics [11]. Consumer Trends - The shift in consumer behavior towards affordable, freshly made drinks is driving growth, with **annual coffee consumption** increasing at a **25% CAGR** over the past four years [30]. - The emotional value associated with coffee and tea consumption is highlighted, as these beverages are seen as affordable treats that enhance social connections [30]. Conclusion - The China Bubble & Brew Sector presents significant investment opportunities, driven by low penetration rates, strong growth in low-tier markets, and the competitive dynamics among leading players. The report emphasizes the importance of scale, pricing strategies, and supply chain management as critical factors for success in this evolving market [36][65].

今年，我发现身边不少年轻人去奶茶店采购年货。有人性价比囤货，把蜜雪冰城的"马上抱富"大礼包列入必买清单。 39.9元12种零食茶包，面包干、玉米片、茉莉花茶、蜜桃乌龙茶，覆盖解馋、待客多种场景。"大朋友小朋友都能找到喜欢的味道"。 蜜雪冰城旗舰店还挂起红色的"雪王年货节"装饰，过年氛围感拉满。 还有不少人被茶颜悦色的"马上去实现"系列狠狠种草。以传统"甲马"文化为灵感的马年限定，不仅有坚果礼盒、零食礼包，还有新年茶具、紫晶石香氛、 毛绒挂件等特色周边。 在社交平台上还有不少网友推荐喜茶的今日有喜礼盒，其中有小奶茉牛乳茶、茉莉浓抹瓶装饮品，随箱附赠1张马年刮刮卡，"一句'今日有喜，来瓶喜 茶'，年味就来了！" 也有年轻人将目光瞄向"地域特产"。 年轻人开始去奶茶店抢年货了！ 39.9元的"雪王大礼包"被疯抢；茶颜悦色的马年限定礼盒成打卡爆款；还有人提前蹲守喜茶的瓶装小奶茉。 当00后开始整顿年货清单，奶茶店的机会来了？ 39.9元12种零食茶包，年轻人涌到奶茶店抢年货 比如阿嬷手作为V5会员准备的"年年有味"新年礼，内含广西风味的酸笋辣酱与鸡皮果紫苏辣酱，被网友称为"下饭神器""满满家乡味"。 裕莲茶楼的"葱香 ...

以下文章来源于红餐网 ，作者红餐编辑部 红餐网 . 做餐饮，上红餐 ！一个有温度的餐饮产业服务平台。 内 卷层出不穷，茶饮品牌又盯上了烘焙 。 比如，手打柠檬茶品牌林里LINLEE在其首家3.0升级形象店中试点推出了"林里点心铺"。 本文由红餐网(ID：hongcan18)原创首发，作者：卢子言；编辑：王秀清。 产品创新乏力、价格低到不能再低后，茶饮品牌集体卖起了烘焙。 为了快速开店，过去几年茶饮品牌纷纷砍掉烘焙业务，把开店门槛一降再降。如今烘焙再次成为茶饮品 牌的座上宾，是"熹贵妃回宫"，还是又一阵"短平快"的风？ 01. 从店中店到主题店， 茶饮品牌又开始扎堆卖烘焙了 这轮加码烘焙业务的茶饮品牌，主要分为两种模式。 一是谨慎试水， 通过"店中店"的形式进行品类补充。 目前该店产品线较精简，仅有脆脆花边蛋挞、爆汁肠仔酥、草莓慕斯大福以及两种尺寸的林里鸭慕斯蛋 糕共5款产品，价格在4.8元-16.8元之间。据红餐网观察，门店现场不少顾客表示出愿意尝鲜的兴趣。 2025年7月，茶颜悦色同样以店中店的模式推出新中式烘焙坊"茶颜饼坊"。其产品种类较为为丰富，涵 盖西式面包、蛋挞、可颂、中式酥饼、其他面点等超20个S ...