从餐饮外卖打到闪购万物，消费习惯转移的赢家最终还是平台。 文 丨 沈方伟 管艺雯 编辑 丨 黄俊杰 淘宝闪购曾短暂拿掉了首页的服装分类，全力聚焦奶茶咖啡和快餐，上线 6 天后日单量增加了 1000 万单，21 天后增加 2000 万单，势头超过京东。近期，服装百货类目又重新出现在了首页。 五月以来，京东和淘宝闪购 x 饿了么分别宣布外卖战果：单日订单突破 2000 万单和 4000 万单。 整个 2024 年，中国外卖市场的峰值时段也不过一天约 1 亿单/天，其中大部分由美团配送，2000 万单 来自饿了么。现在靠补贴大战，京东和饿了么没花两个月就多了 4000 多万单。 与此同时，美团的订单量也还在增长。《晚点 LatePost》了解到，近期中国外卖市场（包括闪购送上 门的其他商品）峰值每天已经超过 1.4 亿单，其中美团在 8000 万 - 9000 万单。 很显然中国人的餐饮和商品消费没有在三个月里增长 40%。其中一部分是超低价促进的茶饮、咖啡消 费，还有一部分则是线下店的消费被搬到了外卖平台。美团在今年一季度财报后的营收会议上透露， 由于补贴消费者外卖下单，预计其到店业务营收增速和利润都将小幅下滑。 ...

5月30日，有消费者发现瑞幸咖啡多款饮品价格下调至6.9元区间，包括轻乳茶、果C美式等非核心饮品价 格在瑞幸小程序及外卖平台上从9.9元降至6.9元，经典咖啡如生椰拿铁、陨石拿铁等仍维持在13-17元区 间，甚至个别产品出现涨价。 对此瑞幸咖啡向多家媒体回应称："我们为消费者推出端午节和儿童节的双节特惠福利，随机发放6.9元优 惠券，并非降价。" ...

Group 1: Company Strategies and Developments - JiuGuiJiu has reduced its SKU by 50%, eliminating low-sales and non-growth potential products, and is focusing on a "2+2+2" strategic product system [1] - BaiGuoYuan Group has submitted an application to the China Securities Regulatory Commission for H-share full circulation, converting approximately 85.45 million non-listed shares into H-shares [2] - XiWang Food is committed to improving its sports nutrition business despite recent underperformance, citing long-term market potential and brand recognition [3] Group 2: Financial Performance and Projections - Vitasoy International expects a profit increase of approximately 94% to 111% for the fiscal year ending March 31, 2025, driven by improved operating profits in mainland China and Hong Kong [6] - NaiXue's Tea opened its 8th store in Southeast Asia in Chiang Mai, generating nearly 3.5 million Thai Baht (approximately 770,000 RMB) in its first month [9] Group 3: Market Reactions and Consumer Engagement - Luckin Coffee denied reports of price reductions, stating that it is offering promotional coupons for the Dragon Boat Festival and Children's Day instead [8] - WuFangZhai is gifting zongzi gift boxes to shareholders to promote traditional culture and gather feedback on its products [4] Group 4: Regulatory and Legal Matters - SanZhiSongShu has submitted its H-share issuance application to the Hong Kong Stock Exchange, which has been accepted by the China Securities Regulatory Commission [7] - DaRunFa clarified that it has restructured its operational zones from five to four, denying any plans to eliminate the Northeast region [12] - WanChen Group announced that its chairman, Wang JianKun, has had his detention lifted and is resuming his duties [13]

作 者丨尹华禄 专家：为了应对库迪的低价竞争 瑞幸咖啡小程序截图 美团截图 相关话题冲上微博热搜第一。 据《证券时报》报道，记者联系瑞幸咖啡相关负责人，该人士回应： "我们为消费者推出端午节和儿童节的双节特惠福利，随机发放6.9元优惠 券，并非降价。" 编 辑丨曾静娇 黎雨桐 5月30日，有消费者下单时发现瑞幸咖啡迈入了"6块9"时代，"以前一般是9块9最低，今天发现6块9可以买店内多款饮品"。 值得注意的是， 此前奶茶与咖啡行业的价格战正是由瑞幸咖啡掀起，但最低价也仅限9.9元/杯。 北京时间2月20日晚，瑞幸咖啡董事长兼CEO郭谨一在2024年第四季度财报电话会议上表示，咖啡豆价格上涨将产生一些成本压力，公司预计 通过强大的供应链等缓解相关影响。郭谨一同时提到，瑞幸咖啡目前没有提价计划，9.9元的活动也会持续开展。 但本季度以来，外卖平台的价格战以奶茶、咖啡赛道为主阵地，导致瑞幸咖啡的主要竞品之一库迪咖啡，将单品的价格压到了3.9元/杯与4.9元/ 杯。 据媒体报道，5月1日，淘宝闪购上线仅24小时，库迪咖啡销量快速上升至平台咖啡类目第一，较日常订单增长近10倍。此外，截至5月7日，库 迪咖啡在京东外卖平 ...

对此瑞幸咖啡回应："我们为消费者推出端午节和儿童节的双节特惠福利，随机发放6.9元优惠券，并非 降价。"(智通财经) 5月30日，有消费者发现瑞幸咖啡多款饮品价格下调至6.9元区间，包括轻乳茶、果C美式等非核心饮品 价格在瑞幸小程序及外卖平台上从9.9元降至6.9元，经典咖啡如生椰拿铁、陨石拿铁等仍维持在13-17元 区间，甚至个别产品出现涨价。 ...

5月30日，有消费者下单时发现瑞幸咖啡迈入了"6块9"时代，"以前一般是9块9最低，今天发现6块9可以买店内多款饮品"。 记者也通过瑞幸小程序验证了广州一家瑞幸咖啡店的降价。不过，记者发现，本周已下单9.9元/杯的用户或不能参与此活动；在 美团平台，瑞幸部分饮品价格低至5.9元。 △瑞幸咖啡小程序截图 但本季度以来，外卖平台的价格战以奶茶、咖啡赛道为主阵地，导致瑞幸咖啡的主要竞品之一库迪咖啡，将单品的价格压到了 3.9元/杯与4.9元/杯。 据媒体报道，5月1日，淘宝闪购上线仅24小时，库迪咖啡销量快速上升至平台咖啡类目第一，较日常订单增长近10倍。此外， 截至5月7日，库迪咖啡在京东外卖平台的累计销量已突破4000万单。 对此，有观点认为瑞幸此次降价是为了应对库迪的低价竞争。 知名经济学者、工信部信息通信经济专家委员会委员盘和林在受访时表示，从咖啡单品看，瑞幸当年起家就是通过低价竞争， 后来创始人被踢出局之后创办了库迪咖啡，且库迪咖啡热衷于在瑞幸咖啡附近开店，所以双方的低价竞争早已不是秘密。 盘和林分析称，从饮料整个行业看，其实这还是受到蜜雪冰城等新茶饮的启发，比如蜜雪冰城的奶茶中，柠檬茶销量最好，也 最便 ...

Core Viewpoint - Luckin Coffee has initiated a significant price reduction on several beverages, dropping prices to 6.9 yuan, previously 9.9 yuan, in response to competitive pressure from Kudi, which has been aggressively pricing its products at 3.9 to 4.9 yuan [1][3]. Group 1: Price Reduction Strategy - The price cut by Luckin Coffee is primarily targeted at the takeaway market, where Kudi has seen a nearly tenfold increase in order volume, positioning itself as a leader in the coffee category [3]. - This price reduction is not merely a discount but a strategic "defensive battle" to retain customers who might switch to Kudi for lower prices [3]. - Luckin Coffee's supply chain has improved, allowing it to manage costs better, and the price cuts are focused on high-margin products like fruit teas and light milk teas, which can drive sales of other high-margin items [3][4]. Group 2: Industry Dynamics - The coffee and tea market is highly competitive, with Kudi expanding rapidly through a franchise model and low pricing, while other brands like Heytea and Nayuki are also entering the coffee space [4]. - The ongoing price war emphasizes the importance of cash flow and supply chain efficiency in the short term, while brand strength and product repeat purchase rates will be crucial in the long term [4]. - Investors should monitor key financial metrics post-price reduction, such as the increase in takeaway order volume, the sales proportion of high-margin products, and the potential impact on net profit margins [4][5]. Group 3: Long-term Considerations - The current market dynamics resemble a roller coaster, with frequent promotions and new product launches, but long-term investment should focus on the company's competitive advantages, such as store density and supply chain efficiency [5]. - As long as these foundational elements remain intact, the price war may only result in minor setbacks for Luckin Coffee [5].

Core Insights - Nespresso has officially transitioned its global creative business to Leo, a subsidiary of Publicis Groupe, ending a nearly 20-year partnership with McCann under IPG, indicating a significant shift in the brand's global communication strategy [1][2] Group 1: Creative Agency Transition - The competitive pitch for Nespresso's creative business included major agencies like WPP's Ogilvy and IPG's TBWA, but did not cover media planning and buying, which remains with WPP in Europe [1] - Despite the end of the comprehensive relationship with McCann, Nespresso will continue to collaborate with other IPG subsidiaries, indicating a recognition of IPG's resource integration capabilities [2] - McCann expressed pride in their long-standing partnership with Nespresso, highlighting successful campaigns and the brand's transformation into a global phenomenon [2][3] Group 2: Brand Strategy and Market Dynamics - Nespresso's change in creative agency reflects a strategic shift in response to a rapidly evolving global coffee market, characterized by emerging brands and the increasing influence of Gen Z consumers [4] - The partnership with Leo is expected to bring innovative approaches to brand content structure and consumer interaction, particularly in digital and localized expressions [4] Group 3: U.S. Market Expansion - Nespresso has accelerated its penetration into the U.S. market by opening experiential flagship stores in major cities since 2013, enhancing the brand's high-end lifestyle image [5] - The launch of the "Master Origins Colombia" ready-to-drink coffee product in September 2023 marks Nespresso's entry into the RTD segment, targeting younger consumers in mobile consumption scenarios [5][6] Group 4: Brand Evolution and Future Directions - Nespresso is redefining its high-end brand identity through collaborations with designers and artists, moving from a "premium capsule coffee" to a "sustainable, intelligent, global lifestyle brand" [7] - The partnership with Leo signifies a new phase in brand communication, focusing on rejuvenation, localization, and digitalization to adapt to changing consumer dynamics [7]

Core Insights - The article highlights the transformation of Deqing County in Zhejiang Province, where the "village coffee" model has revitalized rural areas and attracted young entrepreneurs, creating a narrative of shared prosperity [3][5][6] Group 1: Economic Development - The "coffee+" model in Deqing has awakened dormant resources, leading to the establishment of various coffee shops that attract tourists and promote local entrepreneurship [3][4] - The Grien Cafe, located in a former abandoned mine, has become a popular tourist destination, receiving over 2,000 visitors daily during the May Day holiday [3][4] - The local government has identified 64 idle properties and 20 parcels of underutilized land to promote tourism and economic activity [3] Group 2: Entrepreneurial Opportunities - Over 70% of the coffee shop operators in Deqing are young entrepreneurs born in the 1990s and 2000s, indicating a trend of youth engagement in rural entrepreneurship [6][7] - The transformation of old production facilities into cafes, such as the "Rice Field Coffee," showcases the innovative spirit of young entrepreneurs in the region [5][6] - The establishment of diverse business models, including cafes, homestays, and e-commerce, has created a "coffee + diversified business" ecosystem in the villages [7] Group 3: Tourism and Community Engagement - The ecological improvements in the region have led to an increase in tourist visits, with over 150,000 annual visitors to the Yangbian Cafe, which is situated near an ecological wetland [6] - Community involvement is evident as local residents participate in the creation and operation of cafes, fostering a sense of ownership and collaboration [7] - The rise of unique coffee experiences, such as the cave cafe and rice field cafe, enhances the attractiveness of Deqing as a tourist destination [4][5]

4、其实，我们原来就不看好那种基于人力资源选用育留某一模块而形成的工具SaaS，这种工具对经营 影响有限，自然很难获得客户的持续买单。经济寒冬里，财务举起大刀，首先砍的就是这类产品的采 购。 但这却引发了我们的思考——人力资源管理难道不重要吗？这里有几个真相，可能需要HR们去面对： 1、至今为止，我们已经听过太多大型企业基于自己的人力资源管理模式打造数字化工具的案例，但在 这些案例里，鲜有成功者。说到底，他们的模式并不见得那么有突破性的参考意义，工具对他们的适 用，只是因为基于他们的需求定制而已，匹配了他们日常的工作流程。 2、如果甲方对这些工具产品缺乏兴趣，认为其并非刚需，只能反向证明人力资源专业现今的运作状态 依然是后勤职能，并没有创造足够的经营价值，基于这种状态生成的工具自然不值得让甲方花钱（至少 甲方是这样认为）。换个角度，为什么企业都要买抖音的抖+呢？因为这个直接影响经营呀。 3、人力资源专业要产生经营价值，不能沉迷于选用育留这类内部流程，而是必须走向业务，"业人融 合"是必由之路。同样，人力资源SaaS要成为市场刚需，必须建立在人力资源推动经营的基础理念上， 也必须走"业人融合"的路。 据媒体报道 ...