北京商报讯（记者 郭缤璐）11月10日，北京商报记者了解到，新茶饮品牌甜啦啦与非遗大师魏保军与 江天祥，完成"一桶全家福"与"一桶水果茶"两大产品的茶底升级，以"青韵乌龙""高山金红"两款茶底， 重塑桶装茶品质。据甜啦啦数据，上新7日两款升级产品全国销量突破130万杯，较上一周增长超30%。 ...

Core Insights - The new tea beverage industry is experiencing a decline in co-branding marketing, with brands shifting focus back to product quality and development [1][9] - Sweet Lala has upgraded its popular products "One Barrel Fruit Tea" and "One Barrel Family" by enhancing the tea base with guidance from intangible cultural heritage tea masters, aiming for a higher quality and cultural integration [3][4][6][17] Industry Trends - The new tea beverage sector is entering a new competitive phase, emphasizing product quality over marketing gimmicks [1][9] - The industry has evolved from using instant tea powders to premium tea leaves, with a current trend towards integrating traditional tea-making techniques and cultural heritage [13] Company Developments - Sweet Lala's tea base upgrade is a strategic move to meet the expectations of young consumers for quality products, showcasing the brand's commitment to quality and innovation [9][12] - The brand has established a robust supply chain, ensuring high-quality raw materials and cold chain logistics, achieving nearly 100% nationwide cold chain coverage [12][13] Product Innovations - Sweet Lala's recent product upgrades include the "One Barrel Fruit Tea" and "One Barrel Family," which now feature "Qingyun Oolong" and "High Mountain Jin Hong" tea bases, respectively, enhancing flavor and quality [6][7][9] - The brand has successfully launched other popular products like "Fresh Jasmine Milk Tea," which sold 1.2 million cups within three days of its release [10][12] Cultural Integration - Sweet Lala's collaboration with intangible cultural heritage tea masters aims to blend traditional tea culture with modern consumer preferences, enhancing the overall tea experience [4][17] - The brand's focus on cultural storytelling and emotional resonance in its products reflects a deeper connection with consumers, moving beyond mere profit [17]

Group 1: Sales Performance - Multiple tea and coffee brands reported exceeding sales expectations during the "first cup of autumn" event on August 8, with Luckin Coffee selling over 20 million cups on that day [1] - Luckin Coffee's new products and collaborations have garnered significant attention, with the "Yuhui Light Body Fruit and Vegetable Tea" selling over 11.2 million cups within two weeks of its launch [1] - Bawang Tea Ji reported a 200% month-on-month increase and a 28% year-on-year increase in sales for the "first cup of autumn" event [1][2] Group 2: New Product Launches - Hou Shang A Yi launched the "Rich Osmanthus Rice Mochi Milk Tea," which sold nearly 550,000 cups within two days of its release [2] - Tian La La's external sales reached over 20 million yuan, marking a historical peak, with a 500% increase in daily sales [2] Group 3: Market Expansion and Financial Performance - KFC's coffee brand, Kenuo Coffee, aims to expand to 1,700 stores by 2025, up from a previous target of 1,500 stores [4][5] - Yum China reported a 4% year-on-year increase in total revenue to $2.8 billion for Q2, with operating profit reaching a record high of $304 million [5] Group 4: Incident Report - A tragic incident involving a delivery truck from Kudi Coffee resulted in two fatalities, prompting responses from both Kudi Coffee and Tea Yan Yue Se regarding the ongoing investigation [6]

Core Viewpoint - The "Autumn Milk" event, initially a one-day promotion on the first day of autumn, has evolved into a 10-day marketing campaign, reflecting the competitive landscape of the takeaway industry and the need for brands to prepare well in advance [1][8]. Supply Chain Changes - The preparation for the "Autumn Milk" event began two weeks prior to the peak sales day, with brands like Sweet Lala and Yihe Hall initiating stock orders and inventory checks well in advance [4]. - Brands are standardizing their product offerings, focusing on high-selling items like "Qingfeng Meihua" and "Yiteng Quanfufu," while reducing reliance on perishable fresh fruit products [5]. - Digital systems are being adopted to better forecast demand and manage inventory, with brands like Ningji using historical data to guide stocking decisions [6]. Marketing Cycle Changes - The marketing cycle for "Autumn Milk" has expanded from a single day to a 10-day promotional period, allowing brands to engage in various marketing activities each day [8][9]. - The event has become a significant annual promotion akin to "Double 11," with brands leveraging social media and influencer partnerships to drive sales [8]. - The extended period allows for better operational management, reducing pressure on the peak day and enhancing customer decision-making [9]. Strategic Changes - Historically, brands employed a strong pricing strategy during "Autumn Milk," but this year, many are increasing discounts and promotional efforts to boost sales [11]. - Companies are focusing on long-term customer retention strategies, with brands like Ningji and Yihe Hall implementing dual-track approaches to attract new customers while nurturing existing ones [12]. - The goal is to transition public traffic from delivery platforms to private channels, enhancing customer loyalty and profitability [12].

Core Insights - The article discusses the evolution of the "Autumn Milk Tea" marketing event, which has transformed from a single-day promotion into a 10-day campaign, reflecting the competitive landscape of the takeaway beverage industry [2][8]. Industry Changes - The "Autumn Milk Tea" event, initially a one-day affair on August 7, has been extended to a 10-day promotional period from August 1 to August 10, allowing brands to implement various marketing strategies throughout the duration [8]. - Brands are increasingly standardizing their product offerings for the event, focusing on high-demand items to optimize inventory management and reduce waste [4][6]. - The tea beverage industry has established more mature replenishment mechanisms and emergency response systems, allowing for efficient stock management during peak sales periods [6]. Marketing Strategies - The event has evolved into a multi-platform promotion, akin to a "Double 11" for the tea beverage sector, with brands leveraging collaborations and influencer marketing to attract consumers [7][8]. - Brands are adopting a dual strategy, using external platforms to attract new customers while simultaneously nurturing existing ones through private channels [12][14]. - Increased promotional efforts, including discounts and subsidies, are being utilized this year to drive higher sales volumes, reflecting a shift from previous years where brands relied on emotional value rather than price reductions [11][12]. Operational Adjustments - Brands are implementing digital systems to better forecast demand and manage inventory, with some companies suggesting a 30% increase in stock based on historical sales data [5][6]. - The extended promotional period has allowed brands to alleviate operational pressure on peak days, enhancing overall efficiency and customer experience [8][10]. Consumer Engagement - The "Autumn Milk Tea" event has become a cultural phenomenon, with consumers viewing it as a ritualistic consumption experience, further driving engagement and sales [10][11]. - Brands are focusing on converting public traffic from promotional events into private customer relationships, aiming to build a loyal customer base through targeted marketing efforts [13][14].