泰国曼谷有一个有趣的水上集市：丹嫩沙多水上集市，俗称曼谷水上集市。 我们抵达丹嫩沙多码头时，晨光为运河两岸的棕榈树镀上一层金边。空气中飘荡着炭火与香料的混合气 息，远处传来此起彼伏的吆喝声，像是某种奇特的晨曲。码头边停靠着数十条细长的木船，船身漆成鲜 艳的蓝色、红色或绿色，船头高高翘起，宛如孔雀开屏。 水道比想象中狭窄得多，仅容两三条小船并行。两岸是高脚木屋，有些漆成明黄色或天蓝色，有些保留 着木材原色，被岁月熏染成深褐。屋前晾晒的衣服在晨风中轻轻摆动，偶见睡眼惺忪的孩子趴在栏杆上 好奇地打量。无数满载货物的小船在水面上穿梭往来，宛如一幅动态画卷：卖水果的妇人头顶宽边草 帽，船头堆满金黄芒果、红艳莲雾和青翠椰子；卖早点的船上架着小炭炉，铁锅里翻滚着浓香的泰式奶 茶和金黄酥脆的香蕉煎饼；还有专卖鲜花的船只，船舷两侧挂满茉莉花环，洁白的花朵在晨光中晶莹剔 透，香气袭人。 真正的热闹始于早上7点。此时阳光已变得明亮锐利，将运河照得波光粼粼。一名卖青木瓜沙拉的阿姨 发现我对她船上的石臼感兴趣，立刻用长竹竿钩住我们的船沿，两船稳稳地并排停住。她麻利地舂起青 木瓜丝，加入鱼露、柠檬汁和小辣椒，动作行云流水。 食物的香气在 ...

摘要 2023 年至 2025 年，椰子水品牌在平台上的 DAU、日均曝光量和市均 搜索 PV 量均显著增长，但 2025 年增速有所放缓，需关注目标达成情 况。 电商侧数据显示，支付 GMV 在 2024 年同比增长 26.3%，但 2025 年 截至 6 月 23 日同比增速降至 9.8%，年底目标为 4.3 亿元，需关注下半 年增长动力。 2025 年退货率较 2023 年有所下降，市场份额目标为 58%，高于 2023 年的 53.7%，表明品牌方对市场占有率有较高期望。 椰子水品牌通过与大热公司合作，采用年度投放计划和 ROI 考核，广告 费用主要由品牌方承担，合作形式根据活动调整。 品牌方通过签约明星代言人、跨界联名等方式进行推广，并优化关键词 和全渠道品效协同，以提高转化率和品牌认知度。 复购率最高的群体是运动型和母婴人群，市场向头部品牌集中，成交客 单价略有上升，低价产品呈现出清趋势。 Life 公司在小红书平台上的投放力度逐年增加，2025 年框架预算为 1,500 万元，同比增长约 40%。椰子水行业整体增速放缓至 6%，但 Life 公司的结算 GMV 增速仍达 20.3%。 斗折蛇行， ...

Core Insights - Thai milk tea is experiencing a resurgence in popularity, with significant sales growth and consumer engagement on social media platforms [1][3][5] - The trend is characterized by innovative product offerings and the introduction of new brands focusing on Thai-style beverages [7][9] Group 1: Market Trends - The cumulative views on the topic of "Thai-style salty milk tea" on Xiaohongshu have exceeded 14.05 million, indicating a nationwide trend across various cities [3] - The launch of new Thai beverage products by brands like 雅克雅思 has led to impressive sales, with over 200,000 cups sold within three weeks [3][5] - The popularity of Thai milk tea is attributed to its rich flavor profile, which contrasts with the current trend of lighter beverages, appealing to consumers seeking unique experiences [9][25] Group 2: Product Innovations - The "salty milk tea" product has evolved, leading to variations such as Thai powder, Thai blue, Thai red, and Thai green salty milk tea, showcasing creative adaptations [14][16] - New combinations, such as sweet tofu flower with Thai milk and popcorn, have been introduced to enhance texture and flavor [17][19] - The introduction of Thai milk gelato lattes represents a shift in product form, allowing for a multi-sensory experience that combines different flavors [20][22] Group 3: Future Outlook - Industry experts suggest that for Thai milk tea to maintain its popularity, it must transition from a novelty item to a staple in the beverage market [23][25] - There is potential for further innovation by incorporating local tea varieties and simplifying flavor profiles to cater to domestic preferences [25] - The success of Thai milk tea hinges on establishing a strong brand presence and consumer recognition to avoid being limited to niche markets [25]