回看这一年的消费市场，会发现很多变化并非突然发生，而是在多个事件、多个品牌动作中不断被放大、被验证，最终沉淀为清晰的趋势。在iBrandi品 创看来，某种程度上，2025 年更像是一年"趋势显形"的年份，而这些趋势，或许也正在成为2026年的底层共识。 如果将这一年的消费与营销变化浓缩为五个关键词，我觉得其分别指向消费者、内容、方法、渠道与行业结构的深层转向：消费者更情绪化，品牌更具 体，营销更长期，渠道更现实，行业更集中。 用户：情绪价值不是加分项，而是决策的起点 情绪价值并不是2025年才出现的新概念，但在这一年，它明显完成了一次位置上的前移——从品牌叙事中的辅助变量，变成了消费决策中的核心驱动。越 来越多消费行为，并不是源于"我需要什么"，而是来自"我此刻想要被怎样对待"。 在宏观环境不确定性持续存在的背景下，消费者对长期规划的耐心下降，对即时情绪反馈的敏感度却在上升，这种变化直接影响了他们的消费选择。 Labubu便是那个最为人津津乐道的代表案例。Labubu没有为用户解决任何"现实问题"，而是精准对应了当下消费者的情绪状态：孤独感、陪伴需求、自我 投射，以及对"不完美"的认同。在高度不确定的环境中， ...

12月8日，日前，北京一外卖骑手称在茉莉奶白（西三旗万象汇店）取餐时，已出餐的饮品放置十余分 钟未打包。骑手表示，"如果你要不给我装，你就不要点出餐"。当骑手准备自行打包时，还被店员阻 止。有茉莉奶白工作人员还称："别走了，都别走了"。 目前，涉事门店电话无人接听，小程序也已无法点单。对于该情况，新浪财经问询了茉莉奶白官方客 服，其表示，"我们已介入核查中，同时会进一步提升门店服务。" 责任编辑：何俊熹 12月8日，日前，北京一外卖骑手称在茉莉奶白（西三旗万象汇店）取餐时，已出餐的饮品放置十余分 钟未打包。骑手表示，"如果你要不给我装，你就不要点出餐"。当骑手准备自行打包时，还被店员阻 止。有茉莉奶白工作人员还称："别走了，都别走了"。 目前，涉事门店电话无人接听，小程序也已无法点单。对于该情况，新浪财经问询了茉莉奶白官方客 服，其表示，"我们已介入核查中，同时会进一步提升门店服务。" 责任编辑：何俊熹 ...

Core Insights - The article discusses the resurgence of "receipt literature" in the tea and coffee industry, highlighting how brands like Mixue Ice City have creatively engaged consumers through serialized storytelling on receipts, leading to increased customer interaction and brand loyalty [4][5][19]. Group 1: Marketing Strategies - Mixue Ice City launched a serialized novel titled "The Snow King Sells Coffee in Ancient Times," printed in 20 chapters on receipts, which has captivated consumers and sparked a trend of exchanging chapters among customers [9][11]. - Other brands such as Jasmine Milk White and CoCo都可 have also adopted similar strategies, enhancing consumer engagement through creative content on receipts [18][19]. - The trend of "receipt marketing" has gained traction again this year due to its cost-effectiveness and ability to transform a standard receipt into a marketing tool without additional material costs [21][23]. Group 2: Consumer Engagement - The interactive nature of these marketing strategies has led to consumers actively participating in the storytelling process, with some visiting stores multiple times to collect all chapters [12][24]. - Brands are encouraging user-generated content by leaving open-ended storylines on receipts, prompting consumers to contribute their own endings, which enhances brand engagement and social media sharing [25][27]. - The emotional resonance of the content, such as motivational quotes and poetry, has also struck a chord with younger consumers, making the receipts a medium for connection and reflection [32][35]. Group 3: Broader Implications - The success of "receipt literature" illustrates that effective marketing does not always require significant investment; rather, it can stem from innovative ideas that leverage everyday consumer experiences [37][42]. - Other brands are exploring low-cost interactive methods, such as creative designs on cups and engaging games during wait times, to enhance customer experience and brand perception [40][41].

Core Insights - The beverage industry experienced a significant surge in sales during the recent holiday period, with many brands reporting record-breaking performance and substantial year-on-year growth [1][3][14] Group 1: Sales Performance - Major brands like CoCo, Nai Xue, and others saw remarkable sales increases, with CoCo reporting a 25%+ year-on-year growth and Nai Xue achieving over 700% growth in some locations [5][9][24] - Jasmine Milk White's sales doubled compared to the previous week, with leading provinces including Guangdong, Zhejiang, and Jiangsu [5][9] - The total sales volume for Yihe Tang exceeded 25 million yuan, with over 18 million cups sold during the holiday [5][9] Group 2: Location-Based Growth - Beverage stores located in tourist attractions and transportation hubs experienced exceptional growth, with some locations reporting increases of over 300% compared to pre-holiday levels [7][11] - Landmark stores, such as the Bund Coffee at Shanghai's financial center, saw a 200% increase in foot traffic and over 300% growth in daily revenue [7][11] - Specific stores in scenic areas, like the Yuyuan Garden store of Lingji, reported revenue growth of 906.64% [9][18] Group 3: Product Popularity - Classic beverages and new product launches both performed well, with classic flavors like CoCo's pearl milk tea and Lingji's lemon tea being top sellers [12][19] - New products, such as Sweet Lala's "Old Brown Sugar Flavor Series," sold 907,000 cups, indicating strong consumer interest in seasonal offerings [12][19] Group 4: Consumer Trends - The integration of local culture with beverage consumption has become a trend, with tourists seeking unique local experiences through their drink choices [15][16] - The rise of private membership systems has proven effective, with brands like Lingji reporting a 117.25% increase in active members and a 100.55% increase in GMV from members [21][24] - The focus on lower-tier cities and international markets is evident, with brands expanding their reach into smaller cities and launching stores in Southeast Asia and the U.S. [22][24] Group 5: Industry Outlook - The beverage industry is evolving with a focus on localized consumption, the enduring popularity of classic flavors, and the strategic use of private membership for stable growth [25][26] - The dual strategy of deepening domestic market penetration while expanding internationally is reshaping the competitive landscape of the beverage sector [24][25]

Core Viewpoint - The rapid expansion of the tea brand Jasmine Milk White has raised food safety concerns, highlighting management vulnerabilities that need to be addressed to maintain consumer trust and brand integrity [1][5][6]. Expansion and Management Issues - Jasmine Milk White has opened over 1,000 stores nationwide and more than 10 overseas since its first store in Shenzhen in 2021, indicating a significant growth trajectory [5][6]. - The brand's expansion strategy includes a shift to a franchise model, which has contributed to its rapid growth [6]. - Recent food safety incidents, including a consumer finding a plastic bag in their drink, have prompted the brand to close the affected store for rectification and to enhance operational oversight across all locations [5][7]. Consumer Trust and Brand Image - The food safety issue has sparked discussions on social media, with mixed consumer reactions regarding the brand's response and the need for thorough quality control [5][8]. - Experts suggest that Jasmine Milk White must implement strict internal reforms, improve employee training on food safety, and enhance communication with consumers to rebuild trust [7][9]. Market Context and Future Strategies - The tea beverage market in China is becoming increasingly competitive, with brands needing to differentiate themselves to survive in a saturated market [8]. - Industry forecasts predict that the new-style tea market will maintain stable growth, potentially exceeding 400 billion yuan by 2028 [8]. - To thrive amidst competition, Jasmine Milk White should focus on quality control, product innovation, and establishing a robust brand reputation [9].