Core Viewpoint - The article discusses the significant impact of Qianwen's "30 Billion Free Order" campaign on the milk tea market, highlighting the overwhelming consumer response and the operational challenges faced by businesses due to the surge in orders [2][6][11]. Group 1: Campaign Launch and Initial Response - On February 6, Qianwen launched the "30 Billion Free Order" campaign, distributing free milk tea cards, which led to a rapid increase in order volume, surpassing 1 million orders within 9 hours [2]. - The campaign generated a massive consumer response, with order numbers reaching 1 million in just 9 hours, showcasing the effectiveness of the promotional strategy [2][6]. Group 2: Operational Challenges - Many milk tea shops experienced overwhelming order volumes, leading to staff shortages and operational strain, with some stores reporting order quantities three times higher than usual [6][9]. - The delivery system also faced significant pressure, with riders reporting that most of their orders were from the Qianwen campaign, resulting in delays and stock shortages at various outlets [11]. Group 3: Market Reaction and Industry Implications - Following the campaign launch, the stock prices of tea beverage companies surged, indicating positive market sentiment towards the sector, with notable increases in shares of companies like Gu Ming and Mi Xue [11]. - Industry experts suggest that while the campaign has driven short-term order growth, it raises concerns about the sustainability of customer retention post-campaign, highlighting the potential for "fake traffic" driven by subsidies [12][13].

Group 1 - The core issue involves the recall of "Ba Wang Tea Ji" redemption vouchers that were prematurely issued through Meituan's "Shen Qiang Shou" event, leading to a response from Meituan on August 6 [1] - Meituan initially planned to prepare consumers for the first cup of tea in autumn but mistakenly released the vouchers early, allowing users to redeem their drinks at participating stores until August 10 [3] - In addition, Meituan announced the distribution of 2.7 million new milk tea vouchers both online and offline, which can be claimed by all delivery riders, allowing them to enjoy or share with friends and family [3] Group 2 - During the beginning of autumn, Meituan will distribute over ten thousand free "leisure therapy vouchers" to well-known tea brands across the country, which will be allocated to frontline employees based on store conditions [5] - Employees can use these vouchers for 40 to 60 minutes of free foot massages and other relaxation services to alleviate work-related stress [5]