以下文章来源于惊蛰研究所 ，作者惊蛰研究所消费组 惊蛰研究所 . 探索发现新经济。 皮薄馅大，包火的？ 文 ｜ 白露 来源｜ 惊蛰研究所（ID：jingzheyanjiusuo） 封面来源 ｜ pexels 当奶茶店的芋泥还在小料台上和黑糖珍珠争宠，血糯米还在搅拌杯里打转，面包店已经悄悄接过了"加料接力棒"，在保温箱里已上演一场"小料嘉年 华"…… 如今走进烘焙店，消费者恐怕很难再找到单纯的麦香面包，取而代之的是爆浆芋泥麻薯包、血糯米乳酪吐司、珍珠奶茶软欧包。面包正在以肉眼可见的速 度"奶茶化"，从早餐桌上的饱腹主食，变成下午茶里的颜值与口感担当，并且在社交媒体上吸引其他网友争相奔赴线下打卡。 惊蛰研究所查阅相关资料时发现，芋泥作为传统食材，在20世纪90年代以前常被用来做成小吃或中餐甜品。进入2000年，"珍珠奶茶"的发源地——中国台 湾地区开始将冷冻芋泥块加入鲜奶茶，让"芋香奶茶"风靡。同一时期，也有台式面包房尝试制作"芋泥奶酥包""芋泥菠萝包"等产品，不过产品种类和口味 较为单一。 2015年以后，喜茶、奈雪、乐乐茶等新茶饮品牌迅速崛起，将芋泥又带回到奶茶爱好者们的视野，例如奈雪的茶推出的芋泥宝藏茶就成 ...

奶皮子糖葫芦：高攀不起的糖葫芦pro版 从春季的黄油年糕、夏季限定版麦当劳奶昔到秋冬时节的奶皮子糖葫芦、固体杨枝甘露，这些美食界顶流，贯穿了我们的2025年。 提起2025年吃过最难忘的网红食物，大概每个人都会有自己的答案。它可能是火了一整个冬季的奶皮子糖葫芦，是大几百块的餐厅"漂亮饭"，甚至可能是 一元一份的"小学门口火鸡面"……当每一天都过得像复制粘贴一样，特定食物的香气、口感就更容易成为记忆的锚点，给平淡的生活添上一笔浓烈的色 彩。以下这些美食顶流，你吃过几种？ 谁能想到，原本几块钱一串的糖葫芦，在商家将山楂（或者山里红）换成无花果、晴王葡萄、杨桃等冷门水果，再裹上一层奶皮子之后，就变成了单价动 辄过百、想吃上还得排大队的pro版糖葫芦。 在某短视频平台，奶皮子糖葫芦相关话题播放量超过 6 亿次。酥脆糖衣和奶皮子被一口咬下时的咔嚓声，加上鲜艳水果的视觉冲击，激发了人们的食欲和 好奇心。在北京、上海、哈尔滨、杭州、南京等多个城市，都出现了排队购买的热潮。 有网友戏称，糖葫芦要"考研"了。（图/社交平台截图） 然而，奶皮子糖葫芦甚至只能算基础款。当"无花果希腊酸奶柚子碎脆啵啵糖葫芦"这种新款出现，意味着它已 ...

声明|题图来源于网络。 作者|白露 当奶茶店的芋泥还在小料台上和黑糖珍珠争宠，血糯米还在搅拌杯里打转，面包店已经悄悄接过了"加料接力棒"，在保温箱里已上演一场"小料嘉年 华"…… 如今走进烘焙店，消费者恐怕很难再找到单纯的麦香面包，取而代之的是爆浆芋泥麻薯包、血糯米乳酪吐司、珍珠奶茶软欧包。面包正在以肉眼可见的速 度"奶茶化"，从早餐桌上的饱腹主食，变成下午茶里的颜值与口感担当，并且在社交媒体上吸引其他网友争相奔赴线下打卡。 表面上，"奶茶化"只是烘焙圈掀起的一次"加料内卷"。但在跨界风潮的背后，却是新消费时代下，品牌讨好年轻人的底层逻辑：把奶茶的爆款密码，塞进 面包的松软肌理里。 烘焙的奶茶化创新 提到奶茶圈的"加料内卷"，不少奶茶爱好者们恐怕还"心有余悸"。 在此之前，"奶茶都快做成固体了"的话题就曾登上微博热搜，并由此引发全网吐槽，不少网友表示奶茶小料越加越多，越来越像粥。小料的种类也从过去 常见的珍珠、椰果、布丁，扩大到芋泥、紫米、血糯米、麻薯、小丸子和茶冻…… 当下的烘焙行业也走上了疯狂加料的道路。 不论是连锁烘焙品牌还是街边面包房，消费者随便点开一家面包店的菜单就会发现，现在的烘焙产品已经不再局限 ...

Core Insights - The consumption market in 2025 cannot be simply categorized as "recovery" or "weakness," as it reflects a shift in consumer behavior towards price sensitivity and rational consumption, emphasizing the importance of "human experience" [5][22][25] Group 1: Dining Industry - The offline dining sector is facing a decline in foot traffic, with average monthly customer visits dropping to 5,681, a decrease of 0.66% year-on-year, and a more significant decline of 4.1% after June 2025 [8] - To attract customers, many dining brands are adopting price reduction strategies, with self-service hot pot and street food becoming representative categories of this approach [8] - Innovative dining experiences, such as "dining + performance" concepts, are emerging to create new reasons for customers to visit, enhancing the atmosphere and encouraging social sharing [9] - Street food stalls have gained popularity, offering affordable home-style dishes priced between 10-30 yuan, effectively capturing additional customer flow and expanding revenue channels for restaurants [10] Group 2: New Tea Beverage Market - The new tea beverage market in 2025 is stabilizing, with a market size of 374.93 billion yuan, growing by 5.7% year-on-year, a slowdown from 6.4% in 2024 [12] - The total number of tea beverage stores has exceeded 415,000, but the net number of new openings is lower than closures, resulting in a decrease of 39,000 stores [12] - Major brands like Mixue Ice City and Bawang Tea Ji are expanding rapidly, while others like Heytea are experiencing significant store closures, with a reduction of 711 stores, or 15.41% year-on-year [13] - Consumer preferences are shifting towards fresh, health-oriented products, with a growing demand for fresh fruit and low-calorie options [14][15] Group 3: Cultural and Tourism Market - The cultural and tourism market is experiencing significant growth, with domestic travel reaching 4.998 billion trips in the first three quarters of 2025, an increase of 18% year-on-year [17] - Total spending on domestic travel reached 4.85 trillion yuan, reflecting a year-on-year increase of 11.5% [18] - Innovative experiences, such as city walks and rural tourism, are gaining traction, providing consumers with engaging and authentic experiences [20][19]

惊蛰研究所 . 探索发现新经济。 本文来自： 惊蛰研究所 ，作者：白露，题图来自：AI生成 自2020年以来，无数品牌如履薄冰，消费市场也经历了显著的动荡。但是2025年的消费市场，很难 再用"复苏""疲软"这样简单的词语来概括。 以下文章来源于惊蛰研究所 ，作者惊蛰研究所消费组 一方面，在宏观消费层面，价格敏感、理性消费的消费者越来越多， 人们对性价比的追求达到极致 。另一方面，在细分消费领域，演唱会一票难求、文旅市场持续火热，情绪价值在不同赛道被反复标 价…… 这些现象也真实表明：消费没有消失，只是换了一种方式存在。而这种方式的核心要素就是"活人 感"。 一、吃：一笔关于体验的精细账 线下餐饮行业的激烈竞争由来已久，即便不考虑大的市场变化，每年的网红单品迭代、现象级品牌出 圈足以为一次行业年终盘点贡献足够多的案例素材。但在2025年，最值得关注的变化并不是某个单 一品牌或是单一业态的改变，而是从消费决策到市场供给产生的一连串变革。 对于大多数以线下实体经营为主的餐饮品牌和商家，最焦虑的仍然是线下客流下滑的问题。天财商龙 数据显示，2025年前八个月店均客流为5681人/月，仅较2024年同期下滑0.66% ...

最近，一款"懒人版"热红酒火上热搜： 买一杯蜜雪冰城棒打鲜橙（热饮），倒入红酒即可得。相关话题浏览量超过300万。 今年以来，类似的"民间创意"频频引爆饮品圈。而敏锐洞察、快速响应的品牌，都收获了流量和业绩的双重提升。 "懒人版"热红酒火了 蜜雪冰城意外躺赚 一到圣诞季，热红酒如约回归。 12月初，皮爷咖啡上线"节日热红酒美式"，并同步推出无酒精款；茶颜悦色旗下"昼夜诗酒茶"也推出"摇晃的红酒杯"；Bonjour本就上新了安可拉红·辛香 热橙特调。 不过相比去咖啡店买，今年冬天，很多网友选择自己动手做，"懒人版"热红酒在社交平台走红。 "来一杯偷懒版橙汁热红酒"话题登上小红书热搜，相关浏览量已超过360万人次，不少网友晒出自己独创的"极简热红酒"做法。 区别于传统配方需八角、肉桂等复杂香料慢煮，懒人版本仅需将红酒与橙汁混合，用空气炸锅或微波炉简单加热即可。 反应快的品牌都吃到了红利 "懒人版热红酒"并不是第一个刷屏的邪修饮品。 这类"低成本但有仪式感"的邪修喝法几乎贯穿了今年一整年，而且多个玩法出圈，甚至引发饮品行业规模上新，因此也有网友称："2025是DIY饮品元 年"。 因其去香料化、操作便捷且风味在线， ...

Group 1 - The core themes of the 2025 consumer market are "rational return" and "experience upgrade," reflecting consumers' focus on product value and the overall consumption experience [1] - The cultural tourism market has seen significant growth, with searches for "intangible cultural heritage experiences" increasing by 387% and "intangible cultural heritage crafts" by 790% during the Spring Festival [2] - Young consumers are driving innovation in the cultural tourism industry, with new trends like "slow travel" and significant increases in theme park bookings, with a 70% rise in reservations for theme parks during the summer of 2025 [4][5] Group 2 - The AI content explosion in 2025 has transformed advertising and media, with AI-generated images and videos becoming prevalent, impacting consumer engagement [8][10] - AI music has gained traction, with AI-generated songs achieving notable chart success, indicating a shift in the music industry towards AI integration [10][11] - The trend of "cross-border flavors" in the food industry reflects consumers' complex demands for innovative food combinations, such as the popular "liver crispy potato" dish [14][17] Group 3 - The digital consumer market is experiencing a shift towards "technology sinking," with products like action cameras and 3D printers finding new growth among younger consumers [18][20] - The sales of action cameras reached 4.76 million units in 2025, marking a 252% increase, while 3D printer prices have dropped significantly, making them more accessible [20][23] - The concept of "heart-price ratio" has emerged, emphasizing emotional value and social identity in consumer choices, moving beyond traditional price-performance metrics [34][36] Group 4 - The evolution of "national tide" reflects a deeper integration of traditional culture with modern product innovation, with the market expected to exceed 2.5 trillion yuan in 2025 [30][31] - The focus on quality and cultural depth in national tide products is evident in the fashion industry, where traditional techniques are combined with contemporary designs [31][33] - The rise of new Chinese-style beverages, such as tea-infused craft beers, showcases the blending of cultural elements with modern consumption trends [33] Group 5 - The 2025 consumer market is characterized by a dual focus on rational and emotional values, with brands needing to adapt to diverse consumer demands [45] - The shift from a single value-driven consumption model to a more nuanced approach that includes emotional experiences is reshaping market dynamics [45] - Brands must evolve their product offerings and marketing strategies to align with the changing consumer landscape, emphasizing the importance of understanding user needs [45]

2025.12.25 本文字数：2468，阅读时长大约4分钟 作者 |第一财经 揭书宜 在好莱坞的星光大道，蜜雪冰城新店正对中国剧院开业；而在国内任意一家奶茶店，消费者可能正用勺 子品尝一杯"固体杨枝甘露"。这一"外扩"一"内卷"的场景，勾勒出2025年新茶饮行业的两大突围路径。 当国内市场陷入"一条街十家店"的同质化红海，2025年的新茶饮巨头们一边把出海目标从东南亚转向消 费力更强的欧美，寻求品牌全球化；另一边则是将饮品"固体化""甜品化"，以拓宽消费场景。 资本狂热但差异化难寻 2025年可以说是"中国茶饮资本元年"，这一年，有四家茶饮企业陆续上市。从2021年奈雪的茶成为"新 式茶饮第一股"，到2025年蜜雪冰城、霸王茶姬、沪上阿姨等品牌争相登陆资本市场，新茶饮的资本盛 宴仍在上演。 近年来，我国新茶饮消费市场规模不断扩大。中国连锁经营协会新茶饮委员会联合美团新餐饮研究院发 布的研究报告显示，今年国内新茶饮消费市场规模有望突破2000亿元。 然而，资本盛宴下，茶饮市场正从增量竞争转向存量博弈。无论是在一线城市上海的吴江路步行街，还 是在四线小城的核心商圈，"500米一条街10家奶茶店"成为常态，品牌们 ...

Core Viewpoint - The new tea beverage industry in China is experiencing two main paths of breakthrough in 2025: expanding internationally towards stronger consumer markets in Europe and America, and innovating product forms by solidifying and sweetening beverages to broaden consumption scenarios [3][5]. Group 1: Market Expansion and Capital Trends - 2025 is marked as the "capital year" for Chinese tea beverages, with four companies going public, including popular brands like Mixue Ice City and Bawang Tea [5]. - The domestic new tea beverage market is expected to exceed 200 billion yuan in 2025, indicating significant growth in consumer demand [5]. - The market is shifting from incremental competition to stock competition, with a saturation of tea shops in urban areas, leading brands to seek differentiation [6]. Group 2: Product Innovation and Consumer Trends - Brands are increasingly introducing differentiated products such as Thai milk tea and solid desserts, responding to the saturated market and changing consumer preferences [6]. - The popularity of solid desserts like "solid mango sago" has surged, with sales exceeding 8 million cups since its launch, indicating a shift towards more visually appealing and substantial products [7]. - The trend of "light health" among younger consumers is driving the popularity of sugar water products, which are perceived as healthier alternatives compared to traditional milk teas [7]. Group 3: International Expansion Strategies - New tea brands are increasingly targeting North America for expansion, moving away from the highly competitive Southeast Asian market [10][11]. - The establishment of a robust overseas supply chain is identified as a significant challenge for brands looking to expand internationally [11]. - Successful internationalization requires understanding and catering to local consumer preferences, with a focus on creating a genuine global brand presence [12].

"500米一条街10家奶茶店"成为常态。 在好莱坞的星光大道，蜜雪冰城新店正对中国剧院开业；而在国内任意一家奶茶店，消费者可能正用勺 子品尝一杯"固体杨枝甘露"。这一"外扩"一"内卷"的场景，勾勒出2025年新茶饮行业的两大突围路径。 当国内市场陷入"一条街十家店"的同质化红海，2025年的新茶饮巨头们一边把出海目标从东南亚转向消 费力更强的欧美，寻求品牌全球化；另一边则是将饮品"固体化""甜品化"，以拓宽消费场景。 资本狂热但差异化难寻 近年来，我国新茶饮消费市场规模不断扩大。中国连锁经营协会新茶饮委员会联合美团新餐饮研究院发 布的研究报告显示，今年国内新茶饮消费市场规模有望突破2000亿元。 然而，资本盛宴下，茶饮市场正从增量竞争转向存量博弈。无论是在一线城市上海的吴江路步行街，还 是在四线小城的核心商圈，"500米一条街10家奶茶店"成为常态，品牌们逐渐意识到，疯狂扩张已难以 为继。 在此背景下，各品牌必须更频繁且快速地寻找差异化产品。泰奶、西域咸奶茶、糖水类产品在2025年频 繁出现在各品牌的菜单上。 喜茶在2025年凭借"咸酪泰奶冰"引爆品类，另茶、梧桐姥姥等品牌也推出泰奶产品。此外还有大量自制 泰 ...