Core Viewpoint - The "First Cup of Milk Tea in Autumn" event continues to thrive, with significant consumer engagement and promotional activities from various tea brands, marking it as a major marketing event akin to "Double Eleven" in the milk tea industry [1][15]. Group 1: Consumer Engagement - On August 7, the first day of autumn, many consumers reported delays in their tea orders, with some waiting over 100 minutes for delivery [1][3]. - Social media platforms were flooded with images of overwhelmed tea shops, showcasing a high volume of orders and long wait times for delivery [3][4]. - Some consumers resorted to "blind box milk tea" due to the overwhelming demand, with reports of orders being canceled after long waits [6][8]. Group 2: Brand Promotions and New Products - At least 15 tea brands launched 36 new products themed around "First Cup of Milk Tea in Autumn," featuring seasonal flavors like osmanthus, grapes, and apricots [1][9]. - Brands are employing various promotional strategies, including giveaways of gold, cars, and other prizes to stimulate consumer interest [1][13]. - The trend of introducing floral flavors, particularly osmanthus, has gained traction among new tea products this autumn [9][13]. Group 3: Marketing Strategies - The event has been strategically crafted by brands to create emotional connections with consumers, enhancing brand loyalty and engagement [15]. - The marketing approach focuses on creating a sense of ritual and emotional value, appealing to younger consumers who seek to express themselves through these experiences [15].

Core Insights - The article highlights the significant marketing event of "The First Cup of Milk Tea in Autumn" on August 7, 2025, which has become a hallmark of the new tea beverage industry in China, driving a surge in sales and consumer engagement [1][2][3]. Brand Activities - Over 100 tea brands, including popular names like Mixue Ice City, Yihe Hall, Starbucks, and Luckin Coffee, launched new seasonal products through Meituan during this period [1][5]. - Yihe Hall reported a 258% increase in revenue by 3 PM on the event day, with over 501 stores achieving daily sales exceeding 10,000 yuan [1][3]. - The event saw brands employing various innovative marketing strategies, such as collaborations and promotional offers, to attract consumer attention [3][4]. Platform Support - Meituan and other delivery platforms played a crucial role in facilitating the event, with Meituan launching the "First Cup of Milk Tea in Autumn" campaign and distributing 1 million free cups of milk tea [4][5]. - The collaboration between platforms and brands resulted in over 20,000 beverage stores participating in the event, selling over 53 million cups of drinks on the day [5][6]. Consumer Engagement - The event generated significant consumer excitement, leading to long queues at stores and a surge in online orders, with some brands reporting record sales figures [7][8]. - Despite the high sales volume, many consumers experienced delays in order delivery, highlighting operational challenges faced by brands during peak demand [8].

Core Insights - The article highlights the significance of the "First Cup of Milk Tea in Autumn" marketing event, which has become a staple in the food delivery industry since 2020, with over 100 tea brands participating this year [3][4]. Industry Trends - The event is expected to see participation from at least 250,000 beverage stores across China, showcasing new products and popular items [1][3]. - Major brands like Starbucks, Luckin Coffee, and others are launching new products through Meituan, indicating a trend of collaboration between delivery platforms and beverage brands [3][4]. Consumer Engagement - The "First Cup of Milk Tea in Autumn" has successfully engaged young consumers for five consecutive years, driving beverage consumption and brand visibility [4][5]. - Meituan's strategy includes leveraging consumer trends and data analytics to assist brands in product development and market launch, enhancing customer feedback and engagement [5]. Market Impact - The collaboration with Meituan has led to increased sales and brand recognition for domestic tea and coffee brands, while international brands are deepening their presence in the Chinese market [5]. - The agricultural supply chain, particularly in regions like Yunnan and Sichuan, is benefiting from the growth of the tea and coffee industries, leading to improved income for local farmers [5].

Core Insights - The article highlights the launch of over 100 tea beverage brands through Meituan during the "First Cup of Milk Tea in Autumn" event, with participation from at least 250,000 beverage stores nationwide [1][3]. Group 1: Event Overview - The "First Cup of Milk Tea in Autumn" has become a permanent marketing event in the takeaway industry since 2020, with Meituan collaborating with various tea and coffee brands for the first time this year to promote new products and bestsellers [3]. - Major brands participating include Mixue Ice Cream & Tea, Yihe Hall, Starbucks, Luckin Coffee, and others, launching new products such as tea, coffee, and fruit tea [3]. Group 2: Sales Performance - Meituan reported that in 2024, 200,000 beverage stores participated in the "Autumn Milk Tea Carnival," selling over 53 million drinks on the day of the event, with 10 brands exceeding one million cups sold [4]. - Mixue Ice Cream & Tea became the first tea brand on Meituan to achieve over 100 million yuan in actual transaction value on the day of the event [4]. Group 3: Industry Impact - The collaboration with delivery platforms like Meituan accelerates the growth of the tea and coffee industry, enhancing brand sales and visibility while benefiting the agricultural supply chain behind tea and coffee [4]. - Meituan aims to help tea brands better understand consumer needs, facilitating product innovation and sustainable development [4].

Core Insights - The article highlights the significant marketing event of "the first cup of milk tea in autumn," where over 100 tea brands will launch new products through Meituan during the period of the autumn festival [1] - A total of at least 250,000 beverage stores will participate in the sales activities for new products and popular items [1] Group 1: New Product Launches - Major tea brands participating include Mixue Ice Cream & Tea, Yihe Tang, Starbucks, Luckin Coffee, Kudi Coffee, Cha Bai Dao, Hu Shang A Yi, and Kenyue Coffee [1] - New milk tea products being launched include Cha Bai Dao's Sunshine Green Grape Ice Milk, Gu Ming's Cloud Salted Duck, Hu Shang A Yi's Rich Rice Mochi Milk Tea, Mixue's Apple Milk Green, Yihe Tang's Four Seasons Spring Light Milk Tea, and Ye Ye Bu Pao Cha's Needle King Grape [1] - New coffee products include Kudi Coffee's Kale Americano, Kenyue Coffee's Juicy Grape Sparkling Americano, Lavazza's KAFA Forest Guixia Americano, Luckin Coffee's Fresh Brewed Light Osmanthus, and Starbucks' Golden Osmanthus Latte, Golden Osmanthus Americano, and Golden Osmanthus Phoenix Single Bush Tea Latte [1] Group 2: Other Beverage Launches - New fruit tea products include Hu Shang A Yi's 12-in-1 Revitalizing Fiber Bottle (Small Green Bottle) and Shu Yi Shao Xian Cao's Desert Apricot Red [1]

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]