【导读】外卖大战如火如荼，美团免单登顶微博热搜榜 "最近的快乐，来自一杯杯免费奶茶。"某网友如是说。 7月10日，"美团免单"迅速冲上微博热搜榜首位，引发大量网友讨论。有网友晒出收到美团外卖免单的短信截图，也有网友分享"免单攻略"。 网友分享"免单攻略" 7月10日，"美团免单"迅速冲上微博热搜榜首位，引发关注。有网友晒出收到美团外卖免单的短信截图，也有网友称"免了3次，都是20（元）"。 短信 今天 10:41 【美团】尊敬的用户，您刚才下单的订 单,美团外卖为您免单啦!免单金额 20.0元,将在次日24点前打款至您的 美团钱包,请届时查看。 事 & 『 你们最近哪家外卖点的多? 哪家最优惠? L 天14:18 复口人：外卖大战,京东越走越远了 今天13:50 F =i: 跟饿了么一样?排名前面的免单? 今天13:49 F == 一 : 八月份拼多多也要入局外卖了,杭州或上海开始试点,疯了 今天14:05 B = 今天14:11 L J. L 头天14:10 . . . ~ k @ · 啊啊啊啊等我 今天14:26 E 人 ●： 群里已经好多人薅到了 9 第一时间通知 还教方法 评论配图 今天14:48 i ...

瑞幸与多邻国的联名，无疑是近期最成功的"破圈样本"。深谙社交玩法的多邻国，其标志性的绿色猫头鹰"多儿"凭借死亡威胁式催学的魔性人设早已跻身 顶流IP；而联名老手瑞幸，则精准拿捏着年轻人的兴奋点。 这场合作从起手式就充满章法：多邻国抛出悬念十足的"结婚请帖"引爆猜想，瑞幸适时"掀盖头"官宣承接热度，又以IP杯套和周边"屁屁杯"再次点燃市 场，最终靠社媒互动与定制短剧等形式继续散发余热。 当联名产品宣告售罄，人人手握一杯瑞幸时，也无声地印证了其"品牌调性契合、用户高度重叠、互动自带梗点"的成功内核。然而，这般行云流水又效果 显著的案例，在当下已成稀有物种。 上一次能引发同等声量的联名记忆似乎已模糊——联名营销，为何正从爆款制造机滑向"失灵困局"？ 01 联名营销整体遇冷，爆款难再 在瑞幸与多邻国风光无限的盛世婚礼背后，整个联名营销市场却逐渐陷入了挣扎。一方面，品牌们对联名的热情丝毫未减，仍然有大批量来自各个领域的 品牌在合作的数量和频率甚至呈现出愈演愈烈的态势。 根据雷递的数据显示，仅仅在今年上半年，光新茶饮行业就发生了72起联名事件。这充分说明，品牌方依然将联名视为快速撬动市场关注、吸引用户流量 的重要手段。 ...

Core Viewpoint - The article discusses the ongoing "subsidy war" among food delivery giants in China, highlighting Meituan's recent promotional campaign that has gained significant attention on social media, particularly through its "free meal" initiative [1][2][4]. Group 1: Meituan's Promotion - Meituan's "free meal" campaign quickly became a trending topic on Weibo, with users sharing their experiences and strategies for obtaining free meals [1][4]. - The promotional period for Meituan's campaign is from July 1 to July 31, 2025, with limited daily free meal slots available [9]. - During the promotional week from July 8 to July 13, 2025, Meituan offered 10,000 free meals daily, with a special allocation of 100,000 meals on July 9 [11]. Group 2: Competitive Landscape - The food delivery sector is experiencing a new round of subsidy wars, with major players like Taobao and JD.com also launching aggressive promotional strategies [12][13]. - Taobao announced a plan to distribute 50 billion yuan in subsidies over the next 12 months to attract consumers and merchants [13]. - JD.com has initiated a "Double Hundred Plan," committing over 10 billion yuan to support brand sales, with significant growth in order volumes reported [14]. Group 3: Impact on New Tea Beverage Market - The current subsidy initiatives are particularly beneficial for the new tea beverage market, as consumers are increasingly opting for low-cost items like tea during this promotional period [16]. - The demand for tea beverages has surged, with some stores reporting overwhelming order volumes due to the "0 yuan purchase" promotions [17]. - Nai Xue's Tea reported a 50% increase in order volume within 48 hours of the subsidy launch, with some stores experiencing a 230% increase in sales [18].

夏日炎炎，车辆行驶在环南昆山—罗浮山县镇村高质量发展引领区"最美旅游公路"上，沿途美丽的风景 让游客心旷神怡。位于公路龙门段的郭前村，以崭新、现代的村容村貌吸引着过往的游客。该村看不到 地面上有一根电线杆，房屋之间也没有横穿天空的各色线缆。原来，南方电网广东惠州供电局在该村开 展了杆线布局优化等改造工作，通过设施电力设施隐蔽化改造，实现电网建设与生态保护的有机统一。 推动电力设施与乡村风貌协调发展是南方电网广东电网公司全方位助力环"两山"示范区建设的其中一项 举措。广东电网坚持"向县而兴"，积极推进环南昆山—罗浮山县镇村高质量发展引领区(下称"环'两 山'引领区")等重点区域南网特色典型示范村居建设，助力兴业、强县、富民一体发展，助推广东"两 山"背后县镇村高质量发展。 电网发展与生态保护有机统一 乡村旅游更"绿"更美 在广东惠州博罗县柏塘镇罗塘万亩茶园，连片种植茶树超1万亩。在这个粤港澳大湾区连片种植茶叶面 积最大的生态茶园，一座"村咖"立于茶山上，游客不仅可以喝到浓香的咖啡和当地特色茶饮，还能享受 到茶园主题旅拍服务。这种新颖的"轻旅游"体验让柏塘镇百万茶园成功"出圈"。 6月26日， 南方电网广东惠州博 ...

Core Insights - The influx of top influencers into the local lifestyle sector is creating new opportunities for monetization and reshaping the industry landscape [2][14] Group 1: Influencer Activities - Influencer @FoshanDianHan has successfully entered the local lifestyle market, achieving significant sales through engaging live streams, including a single event generating 6.03 million in sales [6][9] - Collaborations with brands like KFC and Tasting have led to record-breaking sales, with a notable event reaching 10.35 million in sales, marking a milestone for Tasting [6][9] - Influencer @XiaoGuanLiBoss has also transitioned into the local lifestyle space, leveraging humor and magic tricks to drive sales, achieving over 5 million in a single live stream for Luckin Coffee [12][19] Group 2: Market Dynamics - The local lifestyle market is seen as a growing segment with significant potential, as online penetration is expected to rise from 12.7% to 30.8% by 2025, indicating ample room for growth [14] - The connection between online influencers and offline businesses is crucial, as it provides tangible revenue opportunities for local merchants [14][20] - The unique content style of influencers, characterized by a relatable and immersive approach, enhances consumer engagement and drives conversion rates [15][18] Group 3: Brand Collaborations - Influencers are effectively expanding brand reach to younger demographics, with a significant overlap between their followers and the target consumer base of brands [18][19] - The collaboration between influencers and brands is not limited to low-cost items but is also extending to high-ticket, non-essential goods, showcasing the versatility of influencer marketing [12][14] - Successful partnerships are built on understanding consumer preferences and aligning brand offerings with influencer content, ensuring higher engagement and sales [18][19]

Core Viewpoint - The tea beverage industry experienced a significant surge in sales over the weekend of July 5-6, driven by increased subsidies from delivery platforms, leading to record-breaking order volumes and revenue for many brands [1][12][21]. Group 1: Sales Performance - A tea beverage brand reported total sales exceeding 63 million yuan over the weekend, with individual store daily sales reaching a record of 54,000 yuan [12][14]. - Several brands achieved over 1 million orders within the same two-day period, indicating a substantial increase in consumer demand [12][17]. - The average sales volume for a tea shop increased by approximately 30% to 50% compared to the previous month, with some stores experiencing a staggering 499% increase in sales [8][20]. Group 2: Market Dynamics - The surge in online orders has led to a noticeable decline in in-store customer traffic, as consumers prefer the convenience and lower prices offered by delivery platforms [6][11]. - Major delivery platforms reported a total of over 200 million orders in a single day, reflecting the heightened activity in the food and beverage sector [21][23]. - The competitive landscape intensified with platforms like Taobao launching a substantial subsidy program, resulting in a 190% increase in orders for restaurant brands [21]. Group 3: Stock Market Reaction - Following the sales boom, stock prices for several publicly listed tea companies rose sharply on July 7, although this upward trend was not sustained in the following days [4][21]. - Specific stock price increases included a 5.74% rise for Mixue Ice City and an 11.04% increase for Tea Baidao, although many stocks later experienced declines [24]. Group 4: Operational Challenges - The rapid increase in order volume has put significant pressure on staff and operational capacity, with some stores needing to increase staff numbers to manage the workload [8][11]. - Despite the revenue growth, the reliance on discounts and promotions raises concerns about long-term sustainability and brand loyalty within the industry [25].

2025 年 7 月 10 日 星期四 每日大市点评 7 月 9 日，港股大盘再度调整，但市场交易热度不减。恒生指数全日下跌 255 点或 1.1%，收报 23,892 点。恒生科指下跌 1.8%，收报 5,231 点。大市成交金额达 2,339 亿港元，港股通净流入 92 亿港元。市场赚钱效应尚可，资金在不同题材股 份轮动，生物医药、博彩、工程机械、教育、娱乐等细分板块表现突出。巨星传奇(6683 HK)大升 94.4%，成交金额达到 114.9 亿港元。香港中旅(308 HK)也大升 19.9%，成交金额增加至 26.4 亿港元。昨日三只重点新股首日上市表现理想，蓝 思科技(6613 HK)、极智嘉(2590 HK)及 Fortior(1304 HK)分别升 9.4%、5.4%及 16.2%，半新股宁德时代(3750 HK)及恒瑞 医药(1276 HK)分别大升 7.2%及 15.6%，双双创上市新高。 宏观动态： 中国内需保持温和增长，上游厂商仍有降价压力，但下游逐渐改善，物价指数开始出现利好征兆。6 月中国 CPI 同比上升 0.1%，时隔五个月重新增长。核心 CPI 升至 0.7%，为 2024 年 ...

今日重点推荐 2025 年 07 月 10 日 债券基金的指数化投资浪潮：产品战略、管理人策略以及应用 场景分析——金融产品每周见 20250702 债券基金的指数化投资浪潮： 2018 年 4 月，自广发 1-3 年农发债指数基 金成功发行开始，债券指数基金进入常态化发展新篇。当前指数型债券基 金共 341 只、规模合计 1.42 万亿元，债券基金中指数产品规模占比达到 16%，其中场外债券指数基金、利率债指数基金仍占主导地位。 | 指数 | 收盘 | | 涨跌（％） | | | --- | --- | --- | --- | --- | | 名称 | （点） | 1 日 | 5 日 | 1 月 | | 上证指数 | 3493 | -0.13 | 2.74 | 1.11 | | 深证综指 | 2102 | -0.04 | 3.72 | 1.77 | | 风格指数 | 昨日表现 | 1 个月表现 | 6 个月表现 | | --- | --- | --- | --- | | | （％） | （％） | （％） | | 大盘指数 | -0.18 | 2.63 | 5.49 | | 中盘指数 | -0.32 | 3 ...

Core Insights - The "Su Super League" has gained immense popularity this summer, with record attendance and social media engagement, making it a competitive space for brands [1][2] - The number of sponsors for the league has surged from 6 to 29, with major brands like JD.com, Yili, and KFC joining the fray, leading to increased sponsorship fees [2][4] - A dual sponsorship system allows for both provincial and local sponsorships, catering to different brand needs and enhancing marketing opportunities [4][6] Sponsorship Growth - The official sponsorship fees have escalated, with single sponsorship seats now priced at 3 million yuan and the top naming rights sold for 8 million yuan [2][7] - The provincial sponsorship system includes five tiers, each with varying costs and benefits, allowing brands to choose based on their marketing strategies [6][7] Local Brand Engagement - Local tea and coffee brands have capitalized on the league's popularity, utilizing the local sponsorship channels to secure marketing rights within their regions [8][13] - At least 10 tea and coffee brands have launched marketing campaigns related to the "Su Super League" in the past two months, showcasing the competitive landscape [9][12] Specific Brand Activities - Brands like Mixue Ice City and Starbucks have initiated various promotional activities, such as free upgrades and discounts, to engage with fans during the league [11][12] - Four local brands have successfully secured official sponsorships, including Bawang Tea Ji and Honey City Love, highlighting the trend of local brands gaining visibility through the league [13][15] Cultural Integration - The league has allowed local tea and coffee brands to deeply integrate into the cultural fabric of their cities, whether through official sponsorships or creative marketing strategies [25]

Core Viewpoint - The recent "takeout subsidy war" initiated by Alibaba and Meituan has significantly boosted the new tea beverage consumption across the country, leading to a surge in stock prices of tea beverage companies in the Hong Kong market [1][2]. Group 1: Market Impact - The introduction of various no-threshold coupons such as "25 yuan off 21 yuan" and "25 yuan off 20 yuan" has ignited a consumption boom in new tea beverages [1]. - As of July 8, 2023, tea beverage stocks saw notable increases, with Cha Bai Dao rising by 5.82% to 11.28 HKD, Nayuki's Tea increasing by 2.53% to 1.62 HKD, and Gu Ming up by 0.36% to 27.7 HKD [1]. - The stock prices of tea beverage brands remained high, with Gu Ming rising by 2.17% to 28.30 HKD and Mi Xue Group increasing by 0.74% to 543.00 HKD as of July 9, 2023 [1]. Group 2: Operational Dynamics - Many tea beverage brands experienced a "surge in orders," with Nayuki reporting multiple stores facing "explosive order" situations, particularly in cities like Shenzhen [2]. - The "takeout war" has positioned tea and coffee consumption as major beneficiaries due to their high frequency, low average transaction value, and stable preparation processes [2]. - Supply chain efficiency has become a core competitive factor, with leading brands like Heytea and Cha Bai Dao leveraging digital supply chain technologies to reduce waste, while smaller brands struggle with technological capabilities [2].