这是新消费智库第 2 6 8 3 期文章 新消费导读 在武大樱花树下卖 奶茶，去河南乡镇刷墙 ， 益禾堂用 " 城乡双轨制 " 打破茶饮内卷死局。 作者 ：李佳蔓 编辑：竺天 审核： Single 新茶饮 们， 别再搞 " 一线城市内耗 "！ 当所有新茶饮品牌都在一线城市 CBD 卷生卷死，用 " 高端 "" 轻奢 "" 第三空间 " 等标签包装自己时，益禾堂却悄悄玩起了 " 城乡通吃 " 的野路子 。 益禾堂要的不是简单的 " 农村包围城市 " ，而是用同一杯柠檬水，同时满足都市青年对 " 樱花浪漫 " 的想象，和乡镇居民对 " 解渴便宜 " 的刚需。 网友 " 小海呀。 " 评论： " 老实说，新出的薄荷柠檬水真的很好喝，能比雪王柠檬水好喝很多。 " 一边在武汉大学樱花树下搞沉浸式牧场旗舰店，收割大学生社交打卡的流量；一边在河南乡镇的土墙上刷满 " 薄荷柠檬水，清凉解暑就喝它 " 的魔性标语，攻占 " 信息洼地 " 里的下沉市场。 来源：新消费智库 是不是 像极了当年拼多多用 " 砍一刀 " 攻占五环外市场的野蛮生长 ？ 但益禾堂的野心更大 。 网友 " Magnol ia " 吐槽： " 能不能做个不加 ...

Core Insights - The beverage industry is experiencing a surge in popularity for mint-flavored products, driven by strong sales growth and innovative marketing strategies [1][3][5] - The trend is characterized by "scene marketing" and "sensory marketing," effectively meeting consumer demand for refreshing options during high temperatures [2][5] Industry Trends - Mint-flavored beverages and desserts have seen significant sales increases, with some brands reporting record sales, such as 990,000 cups sold in a single day [1][3] - The trend has expanded beyond beverages to include desserts, with products like mint chocolate ice cream and mint-flavored cakes becoming bestsellers [3][4] Marketing Strategies - Brands are leveraging social media platforms to promote mint products, with topics related to mint beverages gaining over 600,000 views on Douyin [5] - Collaborations with food bloggers and influencers through reviews and live streams have enhanced brand visibility and consumer engagement [5] Consumer Behavior - The demand for refreshing mint products has intensified due to prolonged high temperatures, prompting brands to innovate and diversify their offerings [5] - Consumers are increasingly sharing their experiences with mint products on social media, contributing to positive word-of-mouth and brand reputation [5]

单品卖出1000万杯，半个饮品圈都在做薄荷？ 夏天高温炙烤下，一个强刺激的"清凉"元素火出圈。 蜜雪冰城、益禾堂、茶百道、1点点、茉酸奶、挪瓦咖啡等都在用，将其加入奶茶、气泡水、咖啡，可谓玩出了花。更有品牌单品销量超千万杯。 它就是薄荷，正从饮品圈火到咖啡、酸奶、冰淇淋界。 "打工人的'怒气消失水'，直接醍醐灌顶。" "蚊子吸口我的血，都要在40度的天气里打冷颤。" "一口冰爽入魂"的体验，让薄荷成为饮品圈的绝对焦点。 今年夏天，蜜雪冰城、益禾堂、茶百道、1点点，甚至茉酸奶、挪瓦咖啡等品牌都在推薄荷风味饮品，多个单品已卖爆。 7月25日，茶百道上新"冰吸薄荷冰奶""鲜薄荷冰柠"，加码销量已突破1200万杯的冰奶系列。 新鲜直供的薄荷与阳光玫瑰青提鲜榨成汁，分别搭配柠檬、鲜牛奶及径山抹茶茶底，口感"鲜凉丝滑"。不少网友表示，喝完整个人都清爽起来。 益禾堂持续发力薄荷家族，除了薄荷奶绿，4月10日推出的薄荷柠檬水也同样抢眼。 当季柠檬与鲜薄荷叶双重清爽，单杯售价5元，上市仅20天销量突破400万杯，目前累计卖出1000万杯。 蜜雪冰城也推出薄荷系列产品，包括薄荷奶绿、薄荷味咖啡、薄荷冰淇淋等，超高性价比吸引了大量 ...

Core Insights - The article highlights how Yihotang successfully navigated the competitive tea beverage market by introducing the innovative "Mint Milk Green" drink, which resonated with young consumers seeking refreshing flavors [1][3][5] Group 1: Strategic Positioning - In 2022, Yihotang identified a gap in the market for refreshing flavors among young consumers and introduced "Mint Milk Green," achieving daily sales of 600,000 cups and a total of 150 million cups sold, earning the title of "China's New Tea Beverage Market Mint Milk Green First Brand" [3][5] - Yihotang views "Mint Milk Green" not as a one-time hit but as a long-term strategic category, continuously investing in product iterations and marketing innovations, leading to the formation of a product matrix that includes various mint-flavored drinks [5][18] Group 2: Marketing Strategies - Yihotang effectively leveraged cultural trends and user engagement, such as featuring "Mint Milk Green" in a popular New Year’s Eve skit, which generated significant social media buzz and led to promotional activities that further enhanced brand visibility [7][10] - The brand's focus on the university market has proven strategic, as students are both key consumers and trendsetters, leading to initiatives that foster brand loyalty and expand influence through organic student-led promotion [10][11] Group 3: Cultural Transformation - The success of Yihotang's mint family has catalyzed the creation of a community culture around the "Mint Door" IP, where consumers transition from passive recipients to active co-creators and cultural ambassadors [13][15] - Yihotang has embraced user-generated content (UGC) by integrating "Mint Door" elements into marketing and product strategies, fostering a sense of belonging and community among consumers [16][18]

Core Viewpoint - The popularity of lemon water has surged this summer, with major brands like Yihotang and Guming innovating their offerings to capture consumer interest, leading to significant sales growth [1][2][4]. Group 1: Sales Performance - Yihotang's new mint lemon water, priced at 5 yuan, sold over 700 million cups within a month, becoming the top-selling item in stores [4]. - Guming launched a new plum lemon water in May, priced from 7.9 yuan, which also gained unexpected popularity among consumers [6]. - Social media engagement around lemon water has increased, with over 800,000 related posts, indicating a strong consumer trend [2]. Group 2: Product Innovation - Brands are introducing new flavors and ingredients to lemon water, such as mint and plum, enhancing its appeal and refreshing taste [8][10]. - The visual presentation of these drinks has also been emphasized, with vibrant colors and garnishes attracting consumers to share on social media [10]. - Incorporating "super plants" like kale and bitter melon into lemon water has added health benefits and diversified flavor profiles [12][14]. Group 3: Market Dynamics - The lemon water market is highly competitive, with established players like Mixue selling over 10 billion cups annually, generating over 4 billion yuan in revenue [15]. - Brands are focusing on balancing classic flavors with innovative twists to attract consumers, as seen in the use of different lemon varieties and additional flavor elements [18][20]. - Pricing strategies are crucial, with many consumers viewing lemon water as a high-value summer beverage, necessitating brands to offer competitive pricing while ensuring quality [21][23]. Group 4: Future Opportunities - The industry is exploring micro-innovations to keep classic products like lemon water relevant, suggesting that small changes can lead to significant market impact [24]. - There is potential for further innovation by integrating health and wellness trends into lemon water offerings, appealing to a broader consumer base [20].