以下文章来源于剁椒Spicy ，作者剁椒团队 来源丨 剁椒Spicy（ID：ylwanjia） 剁椒Spicy . 专注于电商、营销、流量生态，以及消费者洞察的全新商业自媒体 作者丨 祥子 图源丨Midjourney 2025年7月初，有网友在抖音发布AI生成视频，调侃在上海喝蜜雪冰城就会被东方明珠激光防御塔攻 击，一时被大家广泛玩梗，蜜雪冰城和东方明珠官方账号纷纷下场接梗，吸引游客专程前往外滩高举 蜜雪冰城进行打卡。 周边的蜜雪冰城河南中路店可谓是被游客们围得水泄不通，这家距离外滩1.6km的店铺被网友戏称， 之所以能在东方明珠扫射中活下来的原因是——头顶上顶了个苹果Logo。蜜雪冰城凭借其仿佛与生 俱来的大众缘，成功将自己跻身"陆家嘴第四件套"，又一次牢牢占据了大众视野的中心。 （图源：小红书） 与这场热梗相伴的，是蜜雪冰城几乎未曾间断的食品安全舆情。8月的短短十天内，海南儋州消费者 曝光在蜜雪冰城奶茶中喝出两只苍蝇，江西赣州消费者反映在蜜雪冰城购买的未开封奶茶中发现蟑 螂...然而正如我们所看到的，这些在其他品牌足以引发大规模避雷的风波，落在蜜雪冰城身上，却总 像打在了一团棉花上。 早在2023年，当时 ...

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]