以下文章来源于品牌数读 ，作者王梓旭 品牌数读 . 降低信息噪音，在数据里看品牌。 肯德基与奈雪迈入同一条河流。 作者 | 王梓旭 编辑｜童洁 头图来源 丨Wagas沃歌斯官微 轻食赛道正在升温。 肯德基旗下轻食品牌KPRO近期在不少城市开出首店，茶饮品牌奈雪的茶日前也宣布已落地30余家 轻食店的消息。 除了这两家之外，比如赛百味、Tims天好咖啡等品牌也都在持续加码轻食业务。经历过野蛮生长 与市场洗牌后，一度沉寂的轻食赛道，正因巨头们的高调布局而重回聚光灯的中心。 从昔日的资本宠儿到一度被认为"退烧"的品类，如今的轻食，究竟是虚火复燃还是价值重估？沉寂 之后，这条赛道为何又热起来了？ 轻食翻红的表象与内核 肯德基最早从2017年开出 K RPO 概念店，但到近两年才开始逐步加码， 目前门店数已接近50 家。并且在APP当中KPRO与肯德基主品牌、肯悦咖啡并列 ，似乎也能说明百胜中国对这一业务的 重视。 1 据了解， KPRO与肯约咖啡一样，同样采取与肯德基"肩并肩"的方式开店，能共享资源、人力和 经验，借助肯德基的供应链规模化的优势，能让更多消费者能让更多的消费者接触到其轻食产品。 奈雪的茶从今年3月宣布落 ...

Core Insights - The opening of Nai Xue's second Green store in Shenzhen has generated significant consumer interest, with long queues and over a thousand real-time orders on the first day [1][3] - The store quickly topped the beverage rankings on popular review platforms, indicating a strong market response to its product offerings [1][8] - A recent promotional "flash purchase" campaign led to a more than 200% year-on-year increase in order volume within 24 hours, showcasing the effectiveness of innovative marketing strategies [1][10] Group 1: Store Performance - The Nai Xue Green store at Dajianli achieved over 12 million yuan in sales within three days of opening, reflecting its popularity and high consumer demand [8] - The store's menu features a range of light meals and beverages, including popular items like the "Slim Green Bottle" and "Energy Bowl," which have received positive feedback from customers [3][6] - The successful launch of the Dajianli store is part of a broader strategy to expand the Green store format across major cities, with 31 locations already established in key urban areas [10] Group 2: Consumer Trends - Social media discussions around the Green store's opening have surged, with consumers sharing tips and experiences, particularly praising the bagel offerings [4][6] - The trend towards health-conscious consumption is evident, as products featuring superfoods and balanced nutrition are gaining traction among consumers [10] - The recent sales data indicates a significant increase in overall orders during the May Day holiday, with some stores experiencing a more than 300% increase compared to the pre-holiday period [9]

以下文章来源于商业弧光 ，作者李佳琪 商业弧光 . 听风者，捕光人，最准点的商业节拍 桎梏&崩塌 奈雪长期坚持直营模式，试图复制星巴克"第三空间"的体验，但这一策略在成本控制上遭遇了致命挑战。财报显示，其员工成本占比达29.2%，原材 料成本36.8%。截至2024年底，奈雪直营店占比仍高达81%，而同期蜜雪冰城、茶百道加盟店占比均超90%。重资产模式下，奈雪单店日均订单量从 2018年的363单锐减至2024年的270单，客单价从32.4元降至26.7元，单店日销售额一线城市从1.27万元腰斩至8900元，新一线城市从9500元降至6800 元。直营模式的成本黑洞正在吞噬利润。 更大的打击是：曾以"茶饮界爱马仕"自居的奈雪，主打20-35岁女性客群，但这一战略在消费理性化趋势下面临"崩塌"。2024年，茶颜悦色、沪上阿 姨等品牌通过价格下探抢占市场，10元以下产品占比纷纷提升，侧面加剧了奈雪30元以上的主力价格带与下沉市场需求的严重脱节。艾媒数据显示， 2024年新茶饮市场30元以上产品份额仅占12%，而10-20元区间占比达58%。奈雪试图通过"瘦瘦小绿瓶"等健康概念产品突围，但其成本结构难以支撑 性价比 ...