来源丨凤凰网财经《公司研究院》 作者丨 DW 近日，喜茶 "殉葬风"页面引发热议。点开喜茶小程序，迎接消费者的并非诱人图片，而是一片极简的黑白色调，被 网友直指酷似"殉葬风"，大呼"太晦气"。 这场突如其来的 "阴间设计"迅速点燃了舆论。有网友直言"瞬间都不想喝了"，更网友一针见血地辣评："它好像忘 了自己叫喜茶。" 有网友称： "我觉得挺好喝。"亦有网友说："既然都这么说，那我高低得尝尝，主打一个不信 邪。" 碎 银 子 糯 糯 只用原叶普洱茶 糯香来自云南红河州福米春叶 双杯免配 到 店 取 喜外送 the state 0 | | 上新 | | --- | --- | | 选搭配 ¥40 起 ¥46 | 时令上新 | | ♀ 限时87折 | | | | 回归 | | | 人气推荐榜 | | 碎银子糯糯 | 上新 | | 上新 咖啡因黄灯 冷热皆宜 | 热饮推荐 | | 碎银子茶汤+芝士糯糯,只用原叶普 洱茶,糯香来自糯米香叶 | | | ¥23 选规格 | | | 酱香风味的茶特调，喝前请搅匀 | | | 选规格 ¥23 | | | | 波波牛乳茶 | | ¥21 | | | 雪域·牦牛乳恰安莫 | | ...

Core Insights - The tea beverage industry is experiencing a clear trend towards "richness" in product offerings for the autumn and winter seasons, with major brands launching new "rich" products [1][2][11] Product Innovations - Leading brands like Heytea and Shàngshàng Āyí are introducing new products that emphasize a rich flavor profile, utilizing ingredients such as cheese, butter, and yogurt to enhance the creamy taste [3][5] - The introduction of rich tea bases, such as matcha and Thai tea, is becoming increasingly popular, with brands like Heytea and Starbucks incorporating these flavors into their offerings [7][9] Consumer Preferences - The shift towards richer flavors reflects a change in consumer preferences, moving away from the previously dominant refreshing beverages to more satisfying and indulgent options [13][25] - The current trend emphasizes a balance of flavors, incorporating salty elements to avoid excessive sweetness and enhance the overall taste experience [14][16] Market Trends - The popularity of grain-based beverages, such as corn and rice drinks, is rising, as they provide a natural richness that aligns with consumer desires for satisfying yet not overly sweet options [22][24] - The "richness" trend is also creating opportunities for classic beverages to be reimagined, with brands focusing on high-value, regionally distinct ingredients to enhance product appeal [25] Future Outlook - The industry is expected to continue innovating around the themes of "rich dairy products + health-conscious ingredients + original tea bases + herbal elements," catering to evolving consumer tastes while maintaining a focus on richness [25]

Core Viewpoint - KFC's unconventional marketing strategy during the Ghost Festival has sparked significant online engagement and humor, contrasting with the traditional avoidance of ghost-related themes in Chinese culture [1][4][18]. Group 1: Marketing Strategy - KFC launched a "ghostly flavor" limited marketing campaign, which included a white cloth barrier resembling a funeral setting, leading to widespread social media reactions [1][2][4]. - The black-and-white barrier design, perceived as visually shocking, was quickly replaced with a more traditional red and white design after public backlash [16][18]. - This incident reflects KFC's long-standing approach of engaging consumers through dark humor and unconventional marketing tactics, which have previously included bizarre campaigns like the "finger" series and a mock funeral for soggy fries in Canada [19][21][30]. Group 2: Consumer Engagement - The humorous reactions from consumers included memes and jokes about the "death" of KFC chickens, showcasing the brand's ability to generate organic engagement through unexpected marketing [6][12][31]. - The incident has led to a broader discussion about how brands navigate cultural sensitivities, with some consumers questioning KFC's understanding of local customs [14][40]. - The spontaneous nature of the online discussions surrounding KFC's marketing highlights the effectiveness of creating controversy that encourages consumer participation, aligning with the current marketing trend of "black-red is still red" [39][40]. Group 3: Cultural Sensitivity - The juxtaposition of KFC's marketing with local cultural practices, especially during sensitive periods like the Ghost Festival, raises questions about brand awareness and cultural appropriateness [14][40]. - Similar to KFC, another brand, Heytea, faced unintended associations with ghostly themes due to its product packaging, demonstrating how brands can inadvertently tap into cultural narratives [32][39].