爱喝咖啡茶饮的，正开始躲着"主理人"。 2025年短视频起号的方式之一，是竞相模仿"95后海归咖啡主理人"的段子： 当你走在路上，不小心误入一家主理人咖啡店，你会体验到一套标准的主理人流水线：店里的主理人（店主）和他的朋友在聊天，极具冲击力的潮人穿搭可 能让你感到些许不适或格格不入。 主理人通常来自江浙沪，自称有海外留学经历，会对着你夹杂外语说一堆。通常你会听到，5分钟咖啡豆"庄园故事"讲解，顺带一句"你在别家喝不到"。店 里一定有主理人的猫或狗。 60元低消，一杯手冲瑰夏48元起，最后，你花168元买了一份隐藏菜单，喝到了一杯酸味尖锐的咖啡和一块刚从冰箱拿出解冻的巴斯克。总体体验是，味道 和瑞幸差不多，价格贵了3倍。不过，店里放了几个黑胶唱片、墙上挂了幅抽象画，设计感很强。 这还是进店流程最简单的，没有要求你提前3天进行预约。 在星巴克、瑞幸教育完咖啡市场，将咖啡拉下神坛后，消费者厌倦了千店一面的体验，于是，一个不错的"IP故事"变成主理人咖啡品牌的重要资产。主理人 们都深谙此道。打开大众点评"必打卡咖啡馆"榜单，主理人模式的门店能占一半。 然而，这股浪潮席卷到今年，主理人咖啡的光环正迅速褪色，取而代之的是 ...

本报讯 （记者梁傲男）9月22日，挪瓦咖啡推出全球首创的0脂拿铁，引领咖啡行业进入0脂时代。挪瓦 咖啡基于用户需求，积极响应国家体重管理的行动，让用户喝咖啡再也不用担心发胖问题。 作为行业唯一一家全品类都坚持0糖0脂低热量的咖啡品牌。公司从2019年成立之初，就坚定了"拒绝高 热量"的差异化定位，所有产品的创新迭代都按照"0糖0脂低热量"的健康食品方向，契合消费者健康消 费趋势。因此，公司先后全球首创超级果蔬咖、吨吨桶等。在此次0脂拿铁推出之前，生椰拿铁（控糖 版）、0乳糖A2拿铁等健康咖啡饮品，都是为了满足用户好喝不怕胖的痛点需求。 挪瓦咖啡擅长各种年轻人喜欢的营销玩法，在高效率触达对健康高品质追求年轻人过程中，逐步形成了 一套由"爆款新品、代言人、IP联名，造话题"等形成的组合拳。比如，挪瓦咖啡联名潮玩Wakuku上线 当日，门店日均杯量近千杯，联名套餐提前售罄，环比上周同期会员拉新效率同比增长超1100%。 2025年立秋，挪瓦咖啡借"秋天的第一杯咖啡"概念引发消费热潮，订单量迎来爆发式增长。数据显示， 其当日订单量同比增长458%，头部门店销量同比增长超1000%，多个城市订单同比增幅超600%，近七 ...

不过，当前奈雪的茶处境并不算轻松。其"出海"的积极进取，与国内市场的承压现状形成鲜明对比。 9月23日，茶咖日报的主要内容有： 奈雪的茶美国首店将开业，海外热捧难掩亏损困境 9月23日消息，新茶饮品牌奈雪的茶美国首店将于10月3日正式开业，标志着其全球化战略继泰国、新加 坡等东南亚市场后，又将落下关键一子。 在此前的9月20日，该品牌已经在美国纽约法拉盛王子街启动快闪活动，活动首日店外排队长龙蜿蜒至 街角，不少消费者提前1小时到场排队。现场不仅有在美华人特意驱车前来，更有外国路人被热闹氛围 吸引加入。 一方面，国内茶饮赛道竞争已进入白热化阶段，"价格战"成为常态，叠加消费分级趋势，定位较高的奈 雪的茶面临不小挑战。 今年上半年，该品牌收入为21.78亿元，较去年同期下降14.4%；经调整净亏损虽同比收窄73.1%，但仍 达到1.18亿元。 门店上，截至2025年6月30日，奈雪的茶在111个城市有1321家店，较去年底减少了132家，加盟门店也 从345家减少至317家。这意味着，今年上半年合计关店160家。 另一方面，海外市场虽空间广阔，却也暗礁遍布。美国市场对茶饮的接受度、高昂的运营和人力成本、 供应链本 ...

Core Viewpoint - Luckin Coffee is actively promoting the integration of disabled individuals into the workforce, exemplified by their collaboration with the Chengdu Disabled Persons' Federation on International Sign Language Day, showcasing their commitment to social responsibility and inclusivity [1][2]. Group 1: Company Initiatives - Luckin Coffee has launched the "Tao Hua" project, which aims to provide fair employment opportunities for disabled individuals, having already assisted 10 individuals in securing jobs [1][2]. - The company has committed to the "Tao Hua Convention," which will be officially launched on January 1, 2025, advocating for an accessible environment for disabled individuals [1]. - Luckin Coffee has been recognized as a leading employer in the ESG sector, winning the title of "China's Best ESG Employer" for 2023 and 2024, and receiving the "2025 Outstanding Employer" certification from the Top Employers Institute [2]. Group 2: Social Impact - There are approximately 27 million hearing-impaired individuals in China, and Luckin Coffee aims to provide them with a nurturing environment that offers equal learning and employment opportunities [2]. - The "Tao Hua" project is expected to expand to more cities, creating additional employment channels for disabled individuals and fostering their integration into society [2][3]. - The company's mission is to create job opportunities and provide warmth and strength to disabled individuals, with the hope that more social forces will join in supporting fair employment opportunities [3].

Core Insights - The report highlights the emergence of new consumer brands in China, emphasizing the need for innovative marketing strategies to thrive in a rapidly changing competitive landscape [1][2][18] - The PMC (Potential Marketing Communication) theory is introduced as a framework for understanding the growth logic and innovative models of new consumer brands [1][2][18] Group 1: Market Dynamics - The competitive environment has drastically changed, with the rise of new consumer demographics and the advent of new consumerism, leading to the decline of traditional brand marketing methods [1][2][18] - New consumer brands like Gao Fan and Li Du have achieved exponential growth through innovative approaches, such as premium product offerings and immersive consumer experiences [1][2][19][20] Group 2: Brand Growth Characteristics - New consumer brands share common growth characteristics, including a focus on niche markets, preference for high-end positioning, and the use of content marketing over traditional advertising [1][2][19][20] - Successful brands have utilized strategic public relations and new retail channels, such as online short video and live-streaming e-commerce, to reach target audiences effectively [1][2][19][20] Group 3: PMC Marketing Innovation Model - The PMC model encompasses several key elements: market growth positioning, celebrity endorsements from entrepreneurs and KOLs, and the creation of star products that stand out in the market [2][18][46] - The report also analyzes successful case studies of traditional brands that have revitalized their market presence through innovative strategies, such as Yaya's transformation and the collaboration of Da Bai Tu with new brands [2][18][46] Group 4: Case Studies of New Consumer Brands - Gao Fan achieved a sales breakthrough of 1.7 billion yuan in three years, becoming the top brand in high-end down jackets [19] - Li Du transformed its business model, resulting in a 60-fold revenue increase over ten years and becoming the first stock of light bottle liquor in Hong Kong [20][22] - Three Dunsan, with its freeze-dried coffee innovation, reached a valuation of 4.5 billion yuan, outperforming Nestlé in the instant coffee market [28][29] - Lululemon surpassed Adidas in market capitalization, becoming the third-largest sports brand globally, with a revenue growth of over 10 times in a decade [30][32] Group 5: Future Trends - The report emphasizes the importance of emotional and cultural values in brand building, suggesting that brands must create additional benefits to remain competitive in the new commercial era [2][18][46] - The shift from traditional advertising to customer value innovation is identified as a fundamental change in brand-building strategies, with a focus on building brand equity through authentic consumer engagement [46][47]

挪瓦咖啡首创的0脂拿铁，基于高品质生乳，采用全球领先的膜浓缩技术，既减少了脂肪，又让产品中 原生的牛奶优质蛋白达到3.5克/100毫升，一杯相当于2个鸡蛋，喝起来奶香浓郁又自带香甜；再配上经 过国际咖啡专家盲测金奖认证的咖啡豆，实现了健康和口感的兼顾和均衡。 挪瓦咖啡从2019年成立之初，就确定了"拒绝高热量"的差异化定位，先后全球首创超级果蔬咖、吨吨桶 等。在此次0脂拿铁推出之前，生椰拿铁（控糖版）、0乳糖A2拿铁等健康咖啡饮品，都是为了满足用 户"好喝不怕胖"的痛点需求。 公开信息显示，成立仅6年的挪瓦咖啡，截至目前已开设超7000家门店，服务覆盖超过300座城市（含澳 门），已进军东南亚、澳大利亚，是全球咖啡连锁品牌TOP5。 （原标题：咖啡行业进入0脂时代 挪瓦咖啡推出0脂拿铁） 9月22日，挪瓦咖啡推出0脂拿铁，引领咖啡行业进入0脂时代。挪瓦基于用户需求也积极响应国家体重 管理的行动，让用户喝咖啡再也不用担心发胖问题。 在咖啡消费的领域里，口味与健康之间的平衡，向来是一场难以调和的艰难博弈。消费者既渴望享受咖 啡醇厚馥郁的独特风味，又担忧摄入过多热量给身体带来负担。当下咖啡市场深陷"咖啡奶茶化"的激 ...

Group 1: Event Overview - The 22nd China-ASEAN Expo concluded with over 700 achievements, including more than 500 economic and trade project signings and over 270 multi-field results [1] - A total of 3,260 exhibiting companies from 60 countries participated, highlighting the event's international appeal [1] Group 2: Economic Impact - The RCEP agreement has reduced trade barriers, expedited customs processes, and provided tax incentives, leading to significant cost savings for businesses [2] - From January to July 2023, trade between China and ASEAN reached $597 billion, marking an 8.2% year-on-year increase [7] - By July 2025, cumulative bilateral investment between China and ASEAN is expected to exceed $450 billion [7] Group 3: Industry Participation - The AI technology sector showcased innovative products, including smart glasses and humanoid robots, indicating a shift towards digital and intelligent solutions [4][5] - Companies from ASEAN countries, such as Vietnam and Laos, reported increased sales and customer engagement through participation in the expo [2] Group 4: Future Opportunities - The expo serves as a platform for unlocking new cooperation possibilities, with businesses expressing confidence in expanding their markets through RCEP's favorable policies [8] - Companies are looking to deepen their integration into regional supply chains and enhance their technological capabilities through partnerships formed at the expo [8][9]

Core Insights - The report highlights the failure of traditional brand marketing models in the new commercial era, emphasizing that new consumer brands achieve exponential growth through innovative strategies [1][10][16] - It introduces the PMC (Potential Marketing Communication) model, which focuses on customer value innovation, niche market penetration, and content marketing as key drivers for brand growth [1][16][48] Group 1: Market Environment Changes - The competitive landscape has dramatically shifted, leading to the decline of traditional brands and the rise of new consumer groups and consumption ideologies [1][10][14] - New consumer brands are not relying on traditional advertising but are instead focusing on value innovation and brand engagement to drive growth [1][10][46] Group 2: Case Studies of New Consumer Brands - High Fan achieved the top position in high-end down jackets within three years, breaking the 2000 price barrier with innovative materials and marketing strategies [1][18] - Li Du created the most expensive light bottle liquor in China, becoming the first liquor stock in Hong Kong, with a tax revenue increase of 100 times over ten years [1][19][21] - Orange Du led the domestic makeup market, achieving significant sales growth by expanding product categories and targeting diverse consumer demographics [1][22][24] - Babycare entered the top tier of the mother and baby market within three years, offering a wide range of products and achieving over 50 billion in sales by 2024 [1][26][28] - Three Dots Half surpassed Nestlé in the instant coffee market, achieving a valuation of 4.5 billion with innovative product offerings and marketing strategies [1][29][30] - Lululemon's market value surpassed Adidas, becoming the third-largest sports brand globally, with a revenue increase of 19% in 2023 [1][31][35] - Tineco achieved a valuation of 10 billion within five years by redefining the cleaning appliance market through user-centric innovations [1][36][37] - De You created a new category in wet toilet paper, achieving over tenfold growth in four years, with a market share exceeding 50% [1][38][40] - NIO became the highest-valued car company in China within six years, surpassing traditional automotive giants through innovative branding and customer engagement strategies [1][41][42] Group 3: New Marketing Strategies - The shift from advertising to customer value innovation is a fundamental change in brand building, with a focus on creating star products and enhancing consumer experience [1][47] - Niche market selection has become the primary path for new consumer brands, allowing them to build competitive advantages in less saturated markets [1][48] - High-end strategies have led to exponential growth for many new consumer brands, emphasizing the importance of brand equity and emotional connection with consumers [1][49]

今年立秋，挪瓦咖啡当日订单量同比上升 458%，头部门店销量增长超 1000%，多个城市订单增幅超 600%，近70%的城市订单增长超 200%，再次刷新品牌销售纪录。 责任编辑：何俊熹 公开信息显示，截至目前挪瓦已开设超7000家门店，服务覆盖超过300座城市（含澳门），已进军东南 亚、澳大利亚。在产品上，挪瓦先后首创超级果蔬咖，吨吨桶等。 在营销方面，挪瓦联名潮玩Wakuku上线当日，门店日均杯量近千杯，联名套餐提前售罄，环比上周同 期会员拉新效率增长超1100%。 9月22日，挪瓦咖啡推出首创的0脂拿铁，引领咖啡行业进入0脂时代，并重新定义了健康咖啡的新标 准。此外，发布会上还公布了"品牌大使"李兰迪 + 世界咖啡冠军教练Cole。 挪瓦首创的0脂拿铁，基于高品质生乳，采用领先膜浓缩技术，减少脂肪的同时，也让产品中原生牛奶 优质蛋白达到3.5g/100ml，一杯相当于2个鸡蛋。在保障好喝的口感同时，让消费者不再担心喝拿铁发 胖。 ...

人民财讯9月22日电，企查查APP显示，近日，库迪物流(安徽)有限公司、库迪运输(安徽)有限公司成 立，注册资本均为1000万元。企查查股权穿透显示，上述两家公司均由库迪供应链(安徽)有限公司全资 持股。 ...