Core Insights - The opening of the new brand "Xiangyou Shouzuo" by Lemon Xiangyou in Nanjing has sparked a surge in health beverage consumption during the summer season, driven by a unique marketing strategy involving popular influencers [1][3][10] Group 1: Market Trends and Consumer Behavior - The summer peak in consumer spending has been ignited by the demand for refreshing and healthy beverages, particularly among young consumers in Nanjing, a city known for its hot summers [3][10] - The tea beverage market is shifting from supply-side competition to a focus on consumer demand and brand engagement, with Lemon Xiangyou leveraging influencer marketing to enhance consumer interaction and brand recognition [3][8] Group 2: Brand Strategy and Product Innovation - "Xiangyou Shouzuo" emphasizes a diverse product matrix centered on health, including handmade ice cream and fresh fruit and vegetable juices, aligning with contemporary consumer preferences for "zero additives" and "light burden" beverages [11][13] - The brand's strategy reflects a commitment to quality and a deep understanding of consumer needs, positioning itself as a leader in the health beverage sector [10][11] Group 3: Event Impact and Engagement - The launch event attracted over 10,000 attendees, resulting in nearly 3,000 beverage sales and over 1,000 handmade ice creams sold, showcasing the brand's market appeal and product attractiveness [8][10] - The event featured interactive experiences with influencers, enhancing emotional engagement and social media buzz, which contributed to the brand's visibility and consumer connection [8][10]