8月8日，茶咖日报的主要内容有： "奶茶界双十一"战报出炉：销量普遍超预期 8月8日，观察者网从多个奶茶、咖啡品牌处获悉，立秋这一天，在外卖大战史无前例的"秋天第一杯奶 茶"节点，它们都交出了超出预期的爆单成绩。 其中，瑞幸咖啡透露，立秋当天，该品牌总销售超过2000万杯。上海、深圳、北京、广州、杭州成 为"秋一杯"单日销量TOP5城市。瑞幸在上海销量超过100万杯，最高单量的门店为上海陆家嘴正大广场 1F店，当天杯量达2691杯。 近期，瑞幸一系列新品和联名引发行业关注。5月31日端午假期推出羽衣轻体果蔬茶，上线2周销量突破 1120万杯；与《长安的荔枝》联名的荔枝冰萃系列，上线两天一度被抢到断货；7月推出的绿沙沙拿铁 首周销量突破900万杯。 除了主营的咖啡产品，在轻乳茶方面，瑞幸8月4日公布的数据显示，轻乳茶系列一周年累计销量超过3 亿杯。 另外，霸王茶姬方面表示，2025年"秋一杯"，品牌销量环比上涨200%，同比去年增长28%。在北京、 上海、广州、湖南、云南等地，多家门店单量超过4000杯。 沪上阿姨公布，今年秋季，品牌精选广西金桂搭配大别山黄茶推出了"富桂米麻薯牛乳茶"新品，以及限 定买赠的寓意 ...

8月8日，茶咖日报的主要内容有： "奶茶界双十一"战报出炉：销量普遍超预期 8月8日，观察者网从多个奶茶、咖啡品牌处获悉，立秋这一天，在外卖大战史无前例的"秋天第一杯奶 茶"节点，它们都交出了超出预期的爆单成绩。 其中，瑞幸咖啡透露，立秋当天，该品牌总销售超过2000万杯。上海、深圳、北京、广州、杭州成 为"秋一杯"单日销量TOP5城市。瑞幸在上海销量超过100万杯，最高单量的门店为上海陆家嘴正大广场 1F店，当天杯量达2691杯。 近期，瑞幸一系列新品和联名引发行业关注。5月31日端午假期推出羽衣轻体果蔬茶，上线2周销量突破 1120万杯；与《长安的荔枝》联名的荔枝冰萃系列，上线两天一度被抢到断货；7月推出的绿沙沙拿铁 首周销量突破900万杯。 除了主营的咖啡产品，在轻乳茶方面，瑞幸8月4日公布的数据显示，轻乳茶系列一周年累计销量超过3 亿杯。 另外，霸王茶姬方面表示，2025年"秋一杯"，品牌销量环比上涨200%，同比去年增长28%。在北京、 上海、广州、湖南、云南等地，多家门店单量超过4000杯。 沪上阿姨公布，今年秋季，品牌精选广西金桂搭配大别山黄茶推出了"富桂米麻薯牛乳茶"新品，以及限 定买赠的寓意 ...

Core Insights - The annual "First Cup of Milk Tea in Autumn" has become a competitive battleground for brands, with a focus on innovative marketing strategies and product offerings to attract consumers [1][9][24] Group 1: Marketing Strategies - This year's promotions include unique offerings such as gold giveaways, with brands like Hu Shang A Yi and Yi He Tang providing opportunities to win gold through purchases, creating a buzz on social media [1][3] - The trend of using "super IP" collaborations is evident, with brands like Heytea partnering with popular characters like CHIIKAWA, leading to significant consumer interest and long wait times for orders [7][9] - Creative marketing tactics, such as "social death" honor certifications and giant banners for first customers, have been employed to engage younger audiences [4][6] Group 2: Product Innovations - The introduction of seasonal products, particularly those featuring osmanthus, has been a key focus, with major brands like Starbucks and Luckin Coffee launching new osmanthus-flavored drinks [12][14] - Regional innovations are highlighted, with brands incorporating local flavors, such as "Gui Zi You Lemon Tea" and "Da Mo Xing Zi Hong," to appeal to regional tastes [15][17] - The popularity of fruit-based drinks remains strong, with brands like Mixue Ice City and Tea Baidao launching apple and grape beverages to cater to consumer preferences during the transition from summer to autumn [18][20] Group 3: Industry Trends - The overall sales volume for the "First Cup of Milk Tea in Autumn" has seen significant growth, with over 20,000 tea shops selling more than 53 million cups on the day, marking a 34% increase from the previous year [9][12] - The event has evolved from a simple online trend to a phenomenon embraced by the entire tea beverage industry, indicating its growing importance in the market [9][12] - The preparation and training of staff have become crucial, with brands focusing on ensuring that employees are well-prepared to handle the increased demand during this peak season [24][25][26]