点击上图▲立即收听 " 瑞幸越来越像霸王茶姬，它倾向于植物奶基底兑咖啡，更偏向于 95 、 90 后。库迪越来越像蜜雪冰城，它倾向于冷冻果酱兑咖啡，偏向于 05 后。 " 文 / 巴九灵（微信公众号：吴晓波频道） 美团和淘宝闪购赠送外卖券 只剩下京东在风中凌乱。 新闯入者遭到既有势力的联合夹击，并不意外。 但这场持续几个月的外卖大战背后，最大的赢家或许还不是用真金白银补贴换订单的平台，而是充当订单大户、左右逢源的茶饮咖啡企业。 据《晚点 LatePost》此前报道，奶茶咖啡订单过去在主要外卖平台占比通常为10—15%。外卖补贴战后，京东奶茶咖啡订单占比超过50%，饿了 么茶饮订单占比增加到25%。 "最近行业中的大量补贴有效地刺激了更多需求，特别是对于像奶茶或咖啡这类饮料这种弹性消费类别。"美团董事长兼CEO王兴在第一季度财报 电话会议 上 也提到 。 囤货奶茶 刚刚过去的周末， #美团崩了 #登上热搜 。奶茶咖啡零元喝，大额神券满天飞。 仿佛是预谋一般， 7月5日晚间，美团、淘宝闪购两大平台突然发起"周末战役"。很快，双双亮出新战绩，淘宝闪购日订单数超8000万，美团日订 单突破1.2亿单。 图源：小红书 ...

Core Viewpoint - The article discusses the intense competition in the Chinese tea beverage market, particularly during the recent delivery wars among major platforms like JD, Meituan, and Ele.me, highlighting the impact of subsidies on consumer behavior and brand dynamics [2][3][12]. Group 1: Market Dynamics - During the recent delivery wars, JD's tea drink orders reached nearly 50% of its total orders, while Taobao's tea drink orders accounted for 25% [6]. - The competition has led to a significant increase in sales for brands like Kudi, which achieved 100 million orders with 200 million yuan in subsidies from platforms [12]. - The tea beverage industry is experiencing a rapid elimination process, with over 160,000 tea shops closing in the past year [8][40]. Group 2: Consumer Behavior - Consumers are benefiting from the price wars, with many enjoying low-cost tea drinks, leading to a surge in consumption [11][12]. - The article notes that consumers are becoming accustomed to lower prices, which may affect their willingness to pay normal prices once the subsidies end [19][20]. - The perception of tea drink prices has shifted, with consumers now viewing previous prices as inflated, leading to a potential decline in sales for higher-priced products [20][21]. Group 3: Brand Positioning - New brands like Jasmine Milk White are leveraging platform resources to gain visibility and sales, achieving significant order growth during the subsidy period [13][16]. - Jasmine Milk White's unique positioning and product development strategies have allowed it to stand out in a crowded market [32][35]. - However, the brand faces challenges in maintaining price integrity and brand strength amidst intense competition and consumer price sensitivity [25][38]. Group 4: Industry Challenges - The tea beverage market is increasingly saturated, with a net decrease of 54,000 tea shops in the past year, indicating a tough competitive landscape [40]. - The article highlights the difficulty of differentiating products in a market where many brands offer similar items, leading to a homogenization of offerings [43]. - Jasmine Milk White's limited number of stores (1,300) compared to competitors like Mixue Ice City (over 33,000) poses a significant challenge for scaling and market presence [45]. Group 5: International Expansion - To seek growth, Jasmine Milk White is expanding into overseas markets, with plans to open stores in the U.S. and Thailand, having already established 19 overseas locations [46]. - The brand is adopting a "cross-border + local" supply chain model to ensure quality and compliance in its international operations [47]. - However, the brand faces challenges related to food safety and customer service, as evidenced by complaints and operational issues in its stores [48][49].

【大河财立方 记者 陈薇】刚刚过去的周末，外卖市场迎来一场由大额补贴点燃的消费狂欢。公开数据显示，7月5日，淘宝闪购、美团、 京东外卖三家平台，单日外卖订单量合计超2亿单。 这一惊人单量的背后，是平台近乎免单的补贴力度，尽管骑手日赚千元忙到脚不沾地，奶茶店订单暴涨数倍股价随之走高，但发补贴的美 团、阿里等平台股价表现平平，尚未有平台走出"烧钱换增长"的循环模式。 三家平台一天外卖超2亿单 此前，美团披露数据，截至7月5日22时54分，美团即时零售当日订单量已突破1.2亿单，其中餐饮订单超1亿单。加上京东外卖6月末日订 单量已经突破2500万单，这也意味着，7月5日送出超过2亿单外卖。 消费者喝奶茶喝到有体重负担，外卖骑手也送到外卖送到手软。外卖员孙先生说，平日跑一天外卖也就赚一二百元，但7月5日一天他赚了 700多元。"为了让骑手尽快接单配送，当天平台补贴都很高。平时跑一单也就四五块钱，但当天可以补到十几块钱。"孙先生说，各家平 台单子都很多，几乎没有机会等单。 虽然当天郑州气温也非常高，面对配送费翻倍、单量又多，不少骑手都舍不得休息。外卖员王先生说，当天他跑了100多单，赚了1000多 元。 夏季本来就是咖 ...

Core Viewpoint - The implementation of new quantitative regulations has led to a noticeable decrease in trading volume in the A-share market, with a total turnover of 1.23 trillion yuan today compared to 1.45 trillion yuan on the previous trading day, yet the market remains stable with limited selling pressure and some sectors, particularly the power sector, showing strong performance [1]. Group 1: Market Performance - A-shares experienced a significant reduction in trading volume, with the Shanghai Composite Index closing in the green despite the overall market's cautious sentiment [1]. - The power sector saw a remarkable surge, with over ten stocks, including Shaoneng Co., Huayin Power, and Shimao Energy, hitting the daily limit [1][2]. Group 2: Power Sector Dynamics - The power index rose by 1.65%, with notable gains from companies such as Shaoneng Co. (10.07%), Huayin Power (10.02%), and Shimao Energy (10.01%) [2][3]. - The ongoing high temperatures have led to increased electricity demand, particularly for air conditioning, benefiting power companies' generation and revenue [7]. Group 3: Factors Driving Power Sector Growth - High temperatures have prompted the Central Meteorological Observatory to issue yellow heat warnings, leading to sustained high electricity loads and improved power supply-demand dynamics [6]. - The commissioning of the largest thermal power plant in China, the No. 8 unit of the Zhejiang Beilun Power Plant, has further bolstered electricity supply during peak demand periods [6]. - Positive earnings forecasts, such as Huayin Power's projected net profit increase of 3600.7% to 4423.07% for the first half of 2025, have attracted short-term speculative interest in the power sector [6]. Group 4: Broader Sector Impacts - The high temperatures have also positively impacted other sectors, including home appliances, beverages, and environmental services, with increased sales of cooling devices and beverages [10]. - The logistics sector is experiencing mixed effects, with cold chain logistics benefiting while general freight is under pressure due to decreased transportation efficiency in extreme heat [10].

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 ...

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 ...