巴菲特孙女同款光环失效，品可鲜奶在拖欠薪资与货款中猝然离场。 曾凭借"巴菲特孙女同款"宣传吸引关注的现制奶饮品牌——PinkShake品可鲜奶，近日突然全线停业。不仅全国门店全部关闭，小程序暂停服务，还传出 拖欠员工薪资与供应商货款的消息，公司实际管理人处于失联状态。 公开资料显示，品可鲜奶隶属于上海瑶瑶餐饮管理有限公司，是该公司推出的现制奶饮品牌，主打健康时尚的品牌概念。去年6月，品可鲜奶全球首家门 店在上海环球港正式营业。但扩张速度缓慢，至倒闭前全国仅开出5家店，且全部位于上海。其中，品可鲜奶环球港店月营业收入达60多万元；静安店开 业首日营业额突破8万元。 在菜单设计上，品可鲜奶的产品线涵盖烘焙、牛乳冰淇淋、醇牛乳、牛乳冰及牛乳茶等多个品类，价格在15-30元之间，客单价为25元。人气较高的产品 包括"太阳女神""美拉德珍珠""瑶瑶飞船"等。此外，店内还设有乳糖不耐受专区，为相应人群提供0乳糖产品。 品牌整体调性和营销策略明确瞄准一二线城市的年轻白领与健康饮食人群。从粉红主题的门店设计，到主打"girl power"的IP形象"中国瑶瑶"，再到借 助"股神巴菲特孙女同款"作制造话题，品可鲜奶试图靠差异化 ...

Core Insights - The article highlights the emerging trend of "fresh milk drinks" as a potential new demand in the beverage market, particularly among younger consumers who are increasingly seeking convenient and healthy options [1][10][19]. Industry Trends - The "fresh milk drink" segment is experiencing rapid growth, with brands like "Lanxiong Fresh Milk" expanding to 180 locations and achieving monthly sales exceeding 1 million yuan in some stores [6][10]. - Tea brands are also entering the fresh milk drink market, with non-tea dairy products accounting for 15.1% of new product launches, indicating a shift in consumer preferences [8][10]. Consumer Behavior - There is a growing consumer demand for the immediacy of fresh milk drinks, paralleling trends seen in tea and coffee consumption, where convenience and aesthetic appeal are prioritized [10][19]. - Fresh milk drinks are perceived as healthier options, leveraging the positive associations consumers have with milk and yogurt, which are seen as nutritious [12][19]. Product Innovation - Retail brands are innovating around milk products, introducing unique flavors and combinations that appeal to consumers looking for novelty [13][15]. - The supply chain for dairy products has matured, enabling efficient distribution and ensuring product freshness, which is crucial for the success of fresh milk drink brands [16][18]. Market Challenges - Despite the excitement around fresh milk drinks, the market lacks dominant brands and "super hit" products, which are necessary for the category to achieve sustained growth [19][21]. - Some fresh milk drink offerings may struggle with repeat purchases, as they are often seen as one-time novelty items rather than staples in consumers' diets [21][23]. Future Outlook - The industry is encouraged to explore functional innovations in fresh milk drinks, targeting specific consumer needs such as weight management and sleep improvement [21][23]. - The future of the fresh milk drink market is expected to be diverse, with multiple brands carving out unique niches rather than a single dominant player emerging [23].