Core Viewpoint - The article discusses the rise of the tea brand "去茶山" (Go Tea Mountain) in Guizhou, highlighting its unique blend of local culture and modern aesthetics, and its rapid expansion across China, positioning it as a representative of local tea brands breaking into the national market [4][42]. Group 1: Brand Development and Expansion - "去茶山" has rapidly expanded its presence, with 53 stores across various cities including 22 in Guiyang, 9 in Chengdu, and 7 in Shenzhen as of July 6 [5][4]. - The brand's first store in Nanjing opened on June 5, with overwhelming demand, indicating strong market interest [7]. - The brand has been described as a "light of Guizhou tea drinks" and has become a cultural part of Guiyang [4][20]. Group 2: Brand Identity and Consumer Perception - "去茶山" is perceived as a modern, healthier alternative to the older local brand "宜北町" (Yibei Town), appealing to younger consumers with its comfortable and versatile store designs [10][20]. - The brand emphasizes a connection to local nature and culture, integrating Guizhou's flavors and aesthetics into its offerings [70][72]. - For many visitors, experiencing "去茶山" has become a must-do activity when visiting Guiyang, reflecting its status as a cultural landmark [74][76]. Group 3: Historical Context and Brand Evolution - "去茶山" originated from "宜北町," with its founders having previously worked in the tea industry before establishing their own brand in 1998 [21][22]. - The transition to "去茶山" as a distinct brand occurred in 2019, focusing on high-end tea culture and local ingredients [23][35]. - The year 2021 marked a significant turning point, with a clear separation of brand identities and operational strategies between "去茶山" and "宜北町" [27][35]. Group 4: Market Positioning and Strategy - "去茶山" aims to differentiate itself in a saturated market by emphasizing local culture, unique narratives, and a high-quality consumer experience [43][66]. - The brand's design philosophy is decentralized, allowing each store to reflect its unique local environment, which enhances its appeal to consumers [68][70]. - The brand's success is attributed to its ability to resonate with local youth and adapt to contemporary consumer preferences, creating a strong local identity [71][78].

Core Insights - The article discusses the recent success of LV's "Louis Ship" as a marketing strategy that has gained significant attention on social media, becoming a popular spot for visitors [1][2] - The strategy emphasizes the importance of creating extreme experiences to capture consumer attention and drive engagement [4][12] Group 1: Marketing Strategy - LV's "Louis Ship" serves as a striking visual element, occupying 1,600 square meters, equivalent to the size of two basketball courts, which creates a strong contrast against the urban environment [4][11] - The installation not only attracts public curiosity but also encourages spontaneous social media sharing, enhancing brand visibility without additional promotional efforts [5][12] - The design aligns with LV's brand narrative rooted in maritime culture, reflecting the brand's history and connection to travel and exploration [6][10] Group 2: Brand Storytelling - The "Louis Ship" embodies LV's core brand spirit of travel, effectively transforming abstract concepts into tangible experiences that resonate with consumers' summer travel expectations [6][9] - The installation integrates seamlessly with Shanghai's cultural context, reinforcing the emotional connection between the brand and the local environment [10][11] - The marketing approach highlights the shift from traditional advertising to storytelling through immersive experiences, making the brand narrative more relatable [7][14] Group 3: Investment in Brand Image - LV's strong financial position allows for substantial investment in brand image and innovative projects, distinguishing it from mass-market brands that focus on short-term returns [11][15] - The article notes that luxury brands view such investments as a means to enhance scarcity and cultural value, rather than immediate profitability [11][15] - The trend of using construction barriers as marketing tools is gaining traction among various brands, indicating a broader shift towards content-driven marketing strategies [12][14] Group 4: Types of Barrier Marketing - The article categorizes barrier marketing into three types: landmark barriers, local barriers, and interactive barriers, each serving different purposes in urban spaces [16][20] - Landmark barriers focus on creating visual focal points that attract attention and encourage social media sharing [17][19] - Local barriers integrate cultural elements to reduce psychological distance between the brand and consumers, fostering a sense of community [20][22] - Interactive barriers engage consumers directly, transforming passive observation into active participation, enhancing brand visibility during construction periods [23][27]

Core Viewpoint - The recent massive competition in the food delivery market, driven by significant subsidies from Alibaba and Meituan, has led to an unprecedented surge in orders, particularly in the tea beverage sector, causing operational challenges for delivery platforms and restaurants [1][14][15]. Group 1: Market Dynamics - On July 7, 2023, Alibaba's Taobao Flash Sale and Ele.me reported over 80 million daily orders, with non-food orders exceeding 13 million, marking a significant increase from over 10 million orders on May 4 [1]. - The tea beverage sector saw a collective surge in stock prices, with companies like Cha Bai Dao, Gu Ming, and Nai Xue's Tea rising over 10% on July 7, 2023 [2]. - Meituan's stock fell by 1.49% while Alibaba's stock saw a slight increase of 0.29% amid the intense competition [3]. Group 2: Subsidy Impact - On July 2, 2023, Taobao announced a substantial subsidy plan of 50 billion yuan, leading to a significant increase in orders across various retail categories, particularly in prepared foods and beverages [5]. - The introduction of "zero-cost purchases" for certain items led to overwhelming demand, causing Meituan's platform to experience outages due to the unprecedented order volume [6][11]. Group 3: Operational Challenges - Many tea shops reported a dramatic increase in daily orders, with some locations handling 300-500 orders compared to their usual volume, leading to staff working up to 14 hours a day [8]. - Delivery personnel reported record earnings due to the high volume of orders and increased delivery fees, with some earning over 1,700 yuan in a single day [10][12]. - The intense competition has resulted in longer wait times for customers, as tea shops struggle to keep up with the surge in demand [11][12]. Group 4: Competitive Strategies - The competition intensified as Alibaba aimed to surpass Meituan's order volume, targeting 90 million to 100 million orders on July 5, 2023 [15]. - Meituan responded with aggressive coupon promotions to retain market share against Alibaba's subsidy initiatives [16].

【导读】7月7日，互联网巨头外卖补贴历史性对决，茶饮股集体上涨。 中国基金报记者 格林 7月7日，港股三大指数涨跌不一。恒生指数跌0.12%, 报23887.83点；恒生科技指数涨 0.25%，报5229.56点；恒生中国企业指数跌0.01%，报8608.54点。全日市场成交额为 1937.90亿港元，与前一交易日的2678.08亿港元相比明显缩量，南向资金抢筹，净买入 120.66亿港元。 概念板块方面，黄金股走低，医药板块疲软，茶饮概念股上涨，稳定币概念股上涨。 茶饮集体大涨 7月7日，茶饮概念股集体上涨。其中，茶百道涨11.04%，古茗涨6.15%，奈雪的茶涨 3.95%，蜜雪集团涨5.74%。 7月7日，美团-W跌1.49%，阿里巴巴-W午后翻红，涨0.29%，京东集团-SW涨0.48%。 消息面上，7月5日晚，阿里与美团展开史上最大规模补贴对决，两大平台当天同步放出"满 25减21""满16减16""满18减18""25减20"等无门槛大额券。截至7月5日22时54分，美团 即时零售当日订单突破1.2亿单，其中，餐饮订单超过1亿单。 此外，淘宝闪购、饿了么联合宣布，截至7月5日24时，淘宝闪购日订单 ...

7月5日至7月6日，阿里、美团外卖大战白热化。 7月7日，茶饮股集体高开。截至发稿，茶百道(02555.HK)涨11%，报10.66港元；奈雪的茶(02150.HK)涨4%，报1.58港元；古茗(01364.HK)涨6%，报27.6港 元；沪上阿姨(02589.HK)涨6%，报141.3港元；蜜雪集团(02097.HK)涨6%，报543港元。 7月5日至7月6日，阿里、美团外卖大战白热化。两个平台分别发放外卖大额券，其中包括"满25减21""满25减20""满16减16"等多张无门槛的外卖券。7月5 日，"美团崩了"登上热搜。7月5日夜间，美团发布了战报，表示截至当日22时54分，美团即时零售当日订单已经突破了1.2亿单。其中，餐饮订单已超过1亿 单。 在此背景下，多家茶饮店迎来爆单。奈雪的茶方面数据显示，7月5日至7月6日周末两天外卖订单破峰值，两天突破100万单，环比增长50%，单店最高环比 增长230%。7月7日下午，第一财经记者在上海市浦东新区一家蜜雪冰城门口看见外卖小哥不断进出，送出一单又一单。不过店员表示，外卖生意已经不如 刚过去的周末，但比上个工作日好些。 华西证券在一份公开研报中指出，"外卖大 ...

Group 1: New Tea Beverage Market - New tea beverage stocks surged on July 7, with significant increases in share prices for companies such as Cha Bai Dao (up 11.04%), Gu Ming (up 6.15%), and Mi Xue Group (up 5.74%) due to the competitive "takeaway war" [1] - The "takeaway war" has led to a surge in orders, with platforms like Taobao and Ele.me reporting over 80 million daily orders, including more than 13 million non-food orders, and over 200 million active users [1] - Huaxin Securities reported that the new tea beverage sector is benefiting from the explosive growth in takeaway services and seasonal demand, recommending investment opportunities in this sector [1] Group 2: Food Safety Issues - Mi Xue Bing Cheng faced a food safety scandal in Hong Kong, resulting in the closure of its Sha Tin store after high levels of bacteria were found in a frozen dessert sample [2] - The store has since been taken over by another tea brand, Hui Cha, which is undergoing renovations [2] - Mi Xue Group's investment in Hui Cha is now valued at 6.59 million RMB, a decrease of 37% from 2023 [2] Group 3: Stock Liquidity Enhancement - Hu Shang A Yi announced plans to implement a full circulation plan for H-shares, converting up to approximately 35.26 million unlisted domestic shares into H-shares, which represents about 33.51% of the company's issued share capital [3] - This initiative aims to enhance the liquidity of the shares and requires approval from the China Securities Regulatory Commission and the Hong Kong Stock Exchange [3] Group 4: International Expansion - Mo Suan Nai opened its first store in North America, located in Carrefour Laval shopping center in Montreal, Canada [4] - The brand is accelerating its international expansion, with plans for additional stores in Taiwan, South Korea, New York, Seattle, Toronto, and Thailand by the end of 2025 [4] Group 5: Rising Matcha Prices - The price of matcha raw materials has surged by 170% due to a significant reduction in production caused by record high temperatures last summer in Japan [5] - The auction price for matcha in Kyoto reached 8,235 yen per kilogram (approximately 408 RMB) in May, marking a substantial year-on-year increase [5] - The global demand for matcha is rising, and industry experts anticipate that prices will continue to climb after reaching new highs [5]

Group 1 - The core point of the article is that Cha Bai Dao has officially obtained franchise qualifications in South Korea, enabling it to accelerate its store expansion in the market [1][2] - As of June this year, Cha Bai Dao has opened over 10 stores in South Korea, covering key business districts such as Hongdae and Gangnam, making it the largest Chinese tea brand in the Korean market [1][2] - The company has established a robust supply chain and distribution system, achieving daily delivery of raw materials to stores in the Seoul area [1] Group 2 - The local franchisees have reported that the Cha Bai Dao team is highly localized and professional in terms of recruitment and site selection, with a preparation period of about three to four weeks from securing a store to opening [2] - Cha Bai Dao has gained significant popularity in South Korea, especially after being the only Chinese tea brand invited to enter Everland, leveraging the Panda IP to enhance brand influence [2] - The company is currently preparing over 10 new stores in South Korea, with plans to accelerate its store opening pace following the approval of its franchise qualifications [2][3] Group 3 - Cha Bai Dao provides a comprehensive opening training system and a supervisory system to support franchisees in achieving sustained profitability [2] - According to Huaxin Securities, Cha Bai Dao has entered eight countries and regions with its overseas stores, which are now generally profitable, meeting the investment return expectations of franchise owners [2] - The company aims to accelerate its overseas store opening speed over the next three years, potentially forming a dual-driven strategic layout of "domestic + overseas" [2]

值班编辑 | 江江 本文转载自每日经济新闻 刚刚，过去的周末，平台外卖大战再次拉开帷幕。 7月7日一早，淘宝闪购、饿了么联合宣布，日订单数超过8000万，其中非餐饮订单超过1300万，淘宝闪 购日活跃用户超过2亿。从5月4日的超1000万订单，攀升至现在的日订单超8000万，距离淘宝闪购正式 上线仅有两个月。 淘宝闪购、饿了么称，接下来，将会在12个月直补消费者及商家500亿元，有效带动消费内需，为商家 创造生意增量，并充分做大市场容量，破除"内卷"式竞争。 视觉 | 诺言 "太疯狂了，全国人民都在熬夜点外卖。喝不完，根本喝不完。"不少网友感叹。与之相呼应的是奶茶店 的店员们，直呼订单"做不完、根本做不完！" 平台上演外卖大战 7月5日晚间，阿里、美团上演了外卖大战！ 两大平台放出了大量且大额的外卖红包券，其中包括"满25减24""满15减15""满22减18"等多张无门槛外 卖券。淘宝闪购平台推出了"满18减18"的新人专享红包，美团也联合不同奶茶饮品品牌推出了"0元喝奶 茶"的平台福利活动。 7月5日的淘宝闪购补贴页面 两家开启的平台大战让消费者开启了周末的"饮品狂欢"。随着优惠券发放，单量剧增，大家涌入 ...

7月7日，港股市场表现低迷，恒生指数、恒生科技指数均弱势调整。 业内人士指出，上个周末，阿里与美团两大外卖平台展开史上最大规模补贴大战，使得茶饮赛道成为最大受益者。消息面上，两大平台当天同步放出"满25 减21""满16减16""满18减18""25减20"等无门槛大额券。不到一天时间，美团即时零售当日订单已经突破了1.2亿单，其中，餐饮订单已超过1亿单。 国金证券在最新发布的研报中指出，外卖补贴升级的背景下，咖啡茶饮的外卖订单预计会大幅上升。此外，夏季是茶饮旺季，预估瑞幸咖啡、蜜雪、茶百道 等品牌的同店数据持续高涨。 截至7月7日收盘，蜜雪集团上涨4.77%，茶百道涨超10%，古茗涨近6%，奈雪的茶和沪上阿姨均涨超5%。 外卖平台股价承压 然而，今年备受关注的茶饮赛道再次爆发，茶百道、奈雪的茶、古茗等多只个股一度涨超10%，蜜雪集团也大涨5%。 消息面来看，茶饮赛道走强的背后，是几大外卖平台突然打响的补贴"大战"。 茶饮赛道股全线爆发 今早，逆势走强的茶饮赛道，成为港股市场上一抹亮色。其中，茶百道高开15%；古茗高开5%后，冲高至13%，奈雪的茶也高开近10%。此外，5月份上市 的沪上阿姨也大涨近6%。而今 ...

Market Overview - The US 90-day exemption period is ending this week, leading to ongoing market focus on US tariff negotiations [1] - The Hang Seng Index closed down 0.12% at 23,887.83 points, with a total turnover of HKD 193.79 billion [1] - The Hang Seng Tech Index rose by 0.25% to 5,229.56 points, indicating mixed performance across indices [1] Blue Chip Performance - Sands China (01928) led blue-chip stocks, rising 3.85% to HKD 18.32, contributing 2.58 points to the Hang Seng Index [2] - Macau's June gaming revenue increased by 19% year-on-year to MOP 21.1 billion, exceeding market expectations [2] - Other notable blue-chip movements included China Resources Land (01109) up 3.45% and Ideal Automotive (02015) up 2.8% [2] Sector Highlights Stablecoin Sector - The stablecoin concept is gaining traction, with companies like Guotai Junan International (01788) rising 10.77% [3] - The Hong Kong Stablecoin Regulation is set to take effect on August 1, with limited licenses expected to be issued [3] Beverage Sector - Tea beverage stocks surged, with Cha Bai Dao (02555) up 11.04% amid a competitive delivery market [4] - The delivery battle between Alibaba and Meituan has significantly boosted tea beverage consumption [4] Real Estate Sector - The housing market is under scrutiny, with a focus on stabilizing expectations and activating demand [5] - Analysts suggest that the third quarter will be crucial for policy direction affecting the real estate market [5] Gaming Sector - Gaming stocks continued to rise, with MGM China (02282) up 2.38% and overall positive sentiment in the Macau gaming market [6] - Morgan Stanley forecasts a 10% year-on-year increase in Macau's July gaming revenue [6] Power Sector - Power stocks saw a general increase, driven by record electricity demand due to high temperatures [7] - The maximum national electricity load reached 14.65 billion kilowatts, marking a significant year-on-year increase [7] Gold Sector - Gold stocks faced pressure, with Shandong Gold (01787) down 5.96% as gold prices fell below USD 3,310 per ounce [7] - The decline in gold prices is attributed to reduced expectations for US interest rate cuts [7] Notable Stock Movements - H&H International Holdings (01112) issued a profit warning, falling 7.14% [8] - Jihong Co. (02603) saw a significant rise of 11.62%, with projected net profit growth of 97.25% to 108.21% for the first half of 2025 [9] - Lao Pu Gold (06181) reached a new high, reflecting strong growth potential compared to industry peers [10] - FWD Group (01828) debuted on the market, closing up 1.05% with a net fundraising of approximately HKD 29.53 billion [11]