夏季进入尾声，咖啡行业上新势头不减。 据茶咖观察统计，今年8月，全国门店数量TOP10的咖啡品牌共推出了46款新品，平均每日上新1.5款产品。 | 品牌名称 | 新品名称 | 上新时间 | 类别 | 茶基底 | 主要原料 | | --- | --- | --- | --- | --- | --- | | 瑞幸 | 鲜萃轻轻轻化 | 8月4日 | 轻乳突 | 乌龙奈、桂化 | 1 | | 瑞幸 | 金桂花香拿铁 | 8月4日 | 如如 | 花朵 | 1 | | 瑞辛 | 桂花雪梨大福 | 8月4日 | 果咖 | 花茶 | 雪梨 | | 瑞辛 | 珺溪蜜柚拿铁 | 8月11日 | 1 | | 柚子 | | 瑞幸 | 芦荟美式 | 8月11日 | 票咖 | 1 | 芦茶 | | 瑞幸 | 芦荟水茶 | 8月11日 | 冰茶 | 花茶、绿茶 | 보호 | | 瑞幸 | 大果粒桃桃柠檬杀 | 8月18日 | 景茶 | 柠檬茶、绿茶 | 水蜜桃、柠檬 | | 瑞幸 | 桃桃水茶 | 8月18日 | 冰茶 | 未利化突 | 水蜜桃 | | 瑞幸 | 多肉桃桃咖 | 8月18日 | 果咖 | 1 | 水蜜桃 | | 瑞幸 | ...

Core Insights - The "First Cup of Milk Tea in Autumn" has evolved from a simple trend to a marketing phenomenon involving multiple brands and platforms, driving growth in the tea beverage industry [2][5][6] - This year's discussions around the topic have surged, particularly with the emergence of the "Autumn First Cup Flower Bouquet" concept, allowing customers to combine milk tea with flower bouquets, leading to strong sales in various flower shops [8][9][10] Brand Strategies - **Heytea**: Launched a collaboration with CHIIKAWA before the start of autumn, generating significant social media buzz and selling out many limited edition products on the first day of the event [12][13][16][17] - **Luckin Coffee**: Partnered with the popular IP "Wang Wang Mountain Little Monster," offering themed drinks and packaging that resonate with consumers' emotions [20][21][24] - **1点点**: Focused on classic osmanthus flavors for their autumn offerings, providing a sense of ritual for consumers with themed cups and bags [26][28][29] - **Naixue**: Differentiated itself by adopting a "lucky purple" theme, appealing to younger consumers with special promotions and themed packaging [31][33][34] - **Cha Baidao**: Introduced a sparkling pink theme for their autumn campaign, including a promotional event where customers could win a milk tea vehicle [36][39] - **Yihe Tang**: Launched a bold marketing campaign offering free drinks and gold giveaways, creating excitement around their autumn promotions [42][45][49] - **Mixue Ice City**: Engaged consumers with a fun promotion requiring them to shout a specific phrase to receive discounts on apple-themed drinks [51][53][54] Marketing Collaborations - Various brands have partnered with delivery platforms to offer discounts and free drinks, with Meituan delivering 1 million free milk teas during the promotional period [58][60] - Taobao Flash Sale organized a star-studded event on August 7, distributing free milk tea cards every 15 minutes, showcasing the competitive nature of this year's autumn marketing campaigns [59][63]