Core Insights - The article discusses the rising trend of collaboration between beverage brands and popular IPs, particularly focusing on Luckin Coffee's recent partnership with the drama "Chang'an's Lychee" and its impact on sales and marketing strategies [1][5][9] Group 1: Collaboration Trends - Luckin Coffee has seen significant success with its IP collaborations, with the "Chang'an's Lychee" series selling out quickly upon release, indicating strong consumer demand [1][3] - The beverage industry has experienced a surge in collaborations, with Luckin Coffee participating in 25 collaborations in 2024, up from 15 in 2023, and other brands like Nayuki Tea and Heytea also engaging in numerous partnerships [3][4] - The overall tea and coffee industry has conducted over 200 collaborations in 2024, reflecting a trend where new product launches are often accompanied by partnerships with popular IPs [3][6] Group 2: Financial Implications - The costs associated with IP collaborations can be substantial, with IP licensing fees alone reaching tens of millions, contributing to increased marketing expenses for brands like Luckin Coffee, which reported a 63.4% year-on-year increase in sales and marketing costs in Q1 2024 [5][6] - Despite the high costs, successful collaborations can lead to significant revenue boosts, as seen with Luckin's "Sauce Fragrance Latte," which generated over 100 million in sales on its launch day [5][6] Group 3: Market Dynamics - The article highlights a potential shift in strategy from high-frequency collaborations ("volume") to more selective and quality-driven partnerships ("quality"), as brands seek to ensure sustainable engagement and customer loyalty [7][8] - There is a growing concern about the diminishing returns of frequent collaborations, with some consumers expressing indifference towards the partnerships, indicating a need for brands to enhance the overall purchasing experience [6][8]

Group 1 - The 9th China-South Asia Expo and the 29th Kunming Import and Export Commodities Fair has officially opened, featuring over 2,500 enterprises from 73 countries and regions [1][9] - The exhibition area has expanded significantly from 50,000 square meters to 160,000 square meters since its inception in 2013, showcasing diverse products from South Asia and Southeast Asia [1][9] - The event serves as a platform for deepening economic and trade cooperation between China and regional countries, with initiatives like joint research on export capacity with Pakistan and successful seafood projects with the Maldives [3][5] Group 2 - The expo highlights a variety of unique products, including Nepalese cashmere, Afghan carpets, and Indonesian spices, creating a vibrant trade corridor [3][5] - The presence of major global companies and innovative technologies, such as AI robots and smart manufacturing, reflects the growing demand for green transformation in South Asia and Southeast Asia [5][10] - The event has facilitated over 11 billion USD in foreign trade transactions and aims for a trade volume of nearly 200 billion USD between China and South Asian countries by 2024, marking a significant growth of approximately 6.3% annually over the past decade [9][10]

（文/夏峰琳，编辑/周远方） 过去几年，以蜜雪冰城、瑞幸等头部品牌为代表的茶饮和咖啡行业，如同打了兴奋剂一般，迅速扩张， 引爆了新一轮的消费热潮。对于嗅觉灵敏的加盟商来说，这无疑是一座充满诱惑的金矿。一杯杯奶茶， 一份份咖啡，似乎都化作了闪闪发光的财富密码。然而，随着年行业增速放缓、竞争白热化，以及头部 品牌战略调整，曾经被视为"印钞机"的茶咖加盟，如今已不再是稳赚不赔的买卖。茶咖加盟商的钱，真 的没那么好赚了。 从稳赚到苦战 "已经出事了！有加盟商投了700多万，最后只拿回几万块，账户里的钱根本提不出来。"据浙江电视台 《1818黄金眼》报道，浙江摩内咖啡（MONEI COFFEE）疑似爆雷，涉及500多名投资人，初步估算涉 案金额可能超过2亿元。 摩内咖啡背后藏着怎样的"商业迷局"不得而知，但这起事件或能折射出当下中国现制茶饮和咖啡市场的 真实生态，在庞大的中国市场，曾经"稳赚不赔"的加盟神话正在破灭，越来越多的经营者开始意识到 ——加盟生意，早已不是想象中那么容易赚钱的买卖了。 蜜雪冰城另一资深加盟商"琛哥在路上"前前后后投资了蜜雪冰城4家门店。即便加盟经验丰富如他，其 中也有1家门店因同行扎堆而倒闭， ...

Core Insights - Starbucks China has implemented a price reduction on several non-coffee beverages, marking the first official price adjustment in its 25-year history in China, with reductions ranging from 2 to 6 yuan [2][3] - The price cuts are seen as a strategic response to increasing competition from local brands like Luckin Coffee and Heytea, which have been expanding rapidly and offering lower prices [2][4] Pricing Strategy - The price reduction focuses on non-coffee drinks, reflecting a deep market consideration as consumer preferences evolve towards a more diverse beverage market [3][4] - Starbucks aims to capture market share in the non-coffee segment during peak tea consumption seasons, leveraging psychological pricing to enhance perceived value [4][8] Market Performance - In the 2024 fiscal year, Starbucks China reported revenues of $2.958 billion, a 1.4% year-over-year decline, with the fourth quarter showing a 7% year-over-year drop [8][9] - The company has experienced a continuous decline in average transaction value for ten consecutive quarters, with a notable drop of 9% to 4% in recent quarters [9][10] Competitive Landscape - Local competitors like Luckin Coffee have shown significant growth, with a 41.2% year-over-year increase in total net revenue for the first quarter of 2025, widening the performance gap with Starbucks [9][10] - Starbucks is facing challenges not only in China but also globally, with a 1% decline in same-store sales in North America, which contributes nearly 70% of its revenue [9][10] Strategic Adjustments - Starbucks has made several strategic moves, including appointing a Chief Growth Officer to enhance product innovation and marketing strategies in response to slowing growth [12][13] - The company is also exploring potential partnerships and investments to optimize its operations and enhance its market position in China [10][11] Digital Transformation - Starbucks is collaborating with Microsoft Azure to launch an AI assistant aimed at improving operational efficiency in stores, which is part of a broader digital transformation strategy [18][19] - The company has received positive market reactions, with RBC Capital raising its target price for Starbucks shares, reflecting confidence in its digital initiatives [19][20]

以下文章来源于华商韬略 ，作者华商韬略 华商韬略 . 聚焦标杆与热点、解构趋势与韬略 不再像自己，但也不像瑞幸。 作者：陈乐高 来源：华商韬略出品（ID：hstl8888） 这是入华25年来，星巴克第一次直接大规模降价。 6月10日，星巴克对旗下星冰乐、冰摇茶、茶拿铁三大非咖系列产品，做了一轮价格下调，调整后，多款饮 品价格回到了20元以下。 忘掉自己 这一切背后的动因，是中国市场剧烈震荡的业绩。 2024财年，星巴克中国营业收入约210.55亿元，同比下降1.4%，同店销售额同比下降8%，而这还是中国市 场调整后反弹的结果。 事实上改变早已开始，在最近五六年，除了门口的绿色美人鱼商标，星巴克亲手摘掉的金科玉律，远不止 于此。 第三空间，是星巴克极力打造的一种体验。在它看来，生活在大城市快节奏生活中的人，在家庭和职场 外，还应该有一个获得松弛感的栖息之所。 为了这个体验，星巴克管住的不止是三明治，还有家具材质、屋顶灯光、店内音乐，甚至是店员和顾客的 交流方式。 但随着互联网商业时代的到来，空间的传统被打破了。 2019年，星巴克推出了主打"在线点，到店取"的"啡快"服务，又很快全面接入阿里巴巴的商业平台。 当 ...

Core Insights - The ongoing food delivery subsidy war is approaching a critical point, with expectations that it will shift back to competition based on supply and delivery capabilities [1] Industry Changes - The food delivery industry has seen a significant increase in daily order volume, reaching a peak of 140 million orders per day, primarily driven by subsidies in the beverage sector, particularly tea drinks, which accounted for 50% of orders at peak times [2][4] - Meituan maintains a stable market share in the food delivery sector, with its Gross Merchandise Volume (GMV) holding steady at around 70%, supported by a peak order volume of 90 million and a customer price that is 2-3 times higher than competitors [2][10] Future Outlook - The current subsidy-driven growth in beverage orders is expected to decline after the 618 shopping festival, leading platforms to refocus on essential daily needs and requiring improvements in supply richness, delivery efficiency, and cost management [3][16] - Analysts predict that after the subsidy phase ends, the retention of the additional 40 million daily orders generated will need to be evaluated over a longer period [9][20] Competitive Landscape - The competitive landscape remains relatively stable, with Meituan, Taobao, and JD.com holding market shares of approximately 70%, 20%, and 10% respectively, despite new entrants and aggressive subsidy strategies [10][11] - Meituan's strategy has been to focus on essential meal delivery rather than heavily subsidizing beverages, which has allowed it to maintain a healthier order structure and profitability [12][14] Operational Capabilities - The food delivery business requires high operational capabilities, including supply organization and delivery scheduling, to meet diverse consumer needs across different times and scenarios [18] - As the subsidy war subsides, platforms will need to build foundational delivery capabilities to sustain their business models and consumer engagement [22]

Core Insights - Matcha has gained popularity as a refreshing beverage in recent years, with its unique color and taste perceived to lower the temperature by at least 2°C [1] - The origins of matcha date back over a thousand years, with its earliest form emerging during the Song Dynasty in China [1][3] - Matcha was introduced to Japan in 1191 by a monk who brought tea seeds from China, leading to its significance in Japanese Zen Buddhism and the development of specialized grinding tools [3][5] - The unique flavor and aroma of matcha are attributed to its cultivation methods, which involve shading the tea plants to enhance certain flavor compounds [3][5] Industry Standards - The International Organization for Standardization (ISO) and Japanese food labeling standards define matcha with strict criteria, including being made from specific tea leaves, grown in shade, steamed, and ground into fine powder [5] - Some manufacturers use non-shaded tea leaves to produce cheaper matcha-like products, which are often used in food items rather than as traditional matcha [5] Market Trends - Matcha's popularity extends beyond Asia, with Western countries also embracing it, particularly after Starbucks added matcha beverages to its menu in 2006 [5] - The health benefits of matcha, including anti-inflammatory and antioxidant properties, along with its caffeine content being higher than traditional tea but lower than coffee, contribute to its appeal [5] Consumer Perception - Despite its popularity, some consumers express difficulty in appreciating matcha's flavor, often describing it as having a grassy taste or an unpleasant texture [7][9] - The astringent quality of matcha, which is a tactile sensation rather than a taste, is attributed to the presence of polyphenols that interact with saliva, leading to a unique mouthfeel [9][10][12]

长沙晚报全媒体记者 陈星源 "终于降价了，高低要来尝尝咸淡！"在手机上刷到星巴克降价的消息，上班族王女士立马下了一单。这 正是无数咖啡爱好者最近讨论的话题：6月10日起，高端咖啡品牌代表星巴克，旗下的三大王牌品类"星 冰乐""冰摇茶""茶拿铁"共计数十款产品集体推出全新夏日"心动价"。以大杯产品为例，平均价格降幅 为5元左右，最低价为23元。 像王女士这样通过外卖平台购买的消费者，还能收获多一分惊喜——随着红黄蓝"三色"大军的"外卖大 战"持续升级，叠加各路补贴后，高端咖啡品牌的价格不再"高冷"，最低仅需10余元。高端品牌主动放 下"咖位"背后有着怎样的考量？消费者对此是否买账？记者展开了探究。 想喝一杯平价的高端咖啡？手机外卖是好渠道。在淘宝闪购、京东秒送、美团外卖等平台上，星巴克门 店页面均设置了折扣、特价商品专区，多款产品加入折扣行列，最低降至10元区间。例如在淘宝闪购平 台上，一款名为"白桃气泡美式（大杯）"的饮品券后11.2元即可拿下，而其官方小程序上的原价为36 元，降价幅度接近70%。 除星巴克外，其他高端咖啡品牌的外卖价格也有不同程度降低。记者统计发现，以一杯美式咖啡为例， COSTA、M S ...

Core Insights - The article highlights the revival of supply and marketing cooperatives in Wenzhou, Zhejiang, through innovative models such as "supply and marketing + cultural tourism" and "idle assets + new business formats" [1][2][3] Group 1: Business Innovations - The "Supply and Marketing Preferred" store in Yandang Mountain has become a popular spot for young tourists, showcasing a blend of traditional and modern products, such as iron skin dendrobium tea and trendy milk tea [1] - The "That Year Coffee" store, opened by the Yuhang Liushi Supply and Marketing Cooperative, creatively combines premium coffee with direct sales of over 30 types of high-quality agricultural products, attracting a younger demographic [2] - The Yujing Dajing Supply and Marketing Cooperative has launched a new energy charging station project, which has seen an average of over 100 charging sessions per day since its opening in January 2025, with peak days reaching 150 sessions [2] Group 2: Market Expansion and Strategy - The Yuhang Supply and Marketing Cooperative has integrated resources from 14 specialty agricultural cooperatives and over 200 suppliers to enhance its agricultural product brand matrix and sales channels [2] - The cooperative has established six "Supply and Marketing Preferred" brand stores and two convenient pickup points, generating an average monthly sales of over 300,000 yuan in local specialties [2] - Future plans include enriching the supply and marketing service system, establishing stable high-quality product channels, and promoting agricultural product monetization to increase farmers' income [3]

他怎么总有让年轻人反复走入的魔力？ 撰文｜ 深海 对很多年轻朋友来说，近期喜大普奔的好消息必然是——星巴克部分饮品降价了。 虽然比不上疯狂星期四效应，但在年轻人心头也是引起了不小的号召力。 午后去星巴克转一圈，似乎在这闲聊或"上班"的人是越来越多了——自然，他们手边都不约而同地放 着一杯五彩缤纷的"非咖"类饮品。 星巴克气氛组，再次扩容。 客观来说，星巴克的价格在连锁咖啡店中偏高，但为何下午的星巴克依旧找不到座位，他怎么总有让 年轻人反复走入的魔力？ 这不得不提到，一直以来，星巴克给年轻人提供的"隐性价值感"之足，甚至让价格都变成了小事。 星巴克成了年轻人的优秀"乙方" 这可能是许多都市白领的生活模板——清晨，睡眼朦胧地按掉闹钟，半梦半醒地经历漫长的通勤，来 到公司就是对着电脑发懵；下午，也不知道忙了什么时间就过得飞快，人才刚来了点精神就要下班 了。至于晚上加班，那就是另一个故事了…… 被困在办公室的早八人，似乎总在追求"唤醒情绪"，让麻木的脑神经重新活跃起来——一杯饮品，正 是一把扭转当下负面状态的钥匙。 2025年的饮品市场，可以说万"卷"齐发。一边是上午需要"人间清醒"咖啡因、下午需要"防止晕 碳"快乐 ...