1980年代，挪威三文鱼养殖业面临一场"幸福的烦恼"——技术进步使产量飙升，但国内市场早已饱和。彼时，挪威渔业部长Thor Listau力排众议，启动了 一项名为"日本计划"的豪赌：让习惯熟食的日本人接受生吃三文鱼。 后来，挪威三文鱼凭借低价、稳定、优质的特性，通过回转寿司店、超市刺身柜等大众渠道，席卷日本餐桌。脂肪带来的"入口即化"体验，迅速替代了部 分高价金枪鱼的需求，从某种程度上说，不是日本传统创造了三文鱼，而是三文鱼供应重塑了日本饮食习惯。 这故事揭示了一个规律：供应链的颠覆能力，确实超乎想象。当一家企业能够通过强大的供应链整合能力，将优质、稳定、高性价比的原料源源不断地送 达消费者手中时，它就在悄然塑造和引领消费习惯。 在当下，这种打法再一次被复刻进了新茶饮和咖啡赛道。 正如三文鱼供应催生了"三文鱼腹""三文鱼腩"等细分品类，瑞幸们也通过稳定、优质、低价的原料供应，创造了中国人对咖啡风味的新期待和新习惯： 根据《现制饮品新品趋势观察报告2024》，2024年茶饮品牌应用过的原料达到201种，羽衣甘蓝、小麦草、栀子花、红菜头、黑枸杞，新奇口感的新原料 这些年在新茶饮市场大杀四方，其中最典型的是椰子—— ...

最近，奶茶命名争议连登热搜，网友吐槽名字难懂如"开盲盒"。 可另一边，我发现，今年的秋冬新品中出现一批很绝的奶茶名，让人"一看就想买"。 精准触发购买欲望，这些奶茶藏着什么命名玄机？ "奶茶名越来越难懂"冲上热搜 "现在点杯奶茶像拆盲盒！" "点奶茶先看颜值和名字，好看还要好听"；也有人认为"虽然名字难懂，但会说明配料表和成分，也无所谓了。" 伴随国风茶饮流行，我发现关于奶茶命名的讨论几乎每年都会上演。 最近半个月，关于"奶茶名为什么越来越难看懂了"等话题接连登上微博热搜，引发网友强烈共鸣，再次把"命名文学"推到台前。 比如"蓝田仙人""黑糖BiuBiuBiu鲜奶""前男友过得比我好柠檬茶"等 ，网友的吐槽五花八门： "像皇帝赐的封号，去现场点单都说不出口" "名字太长了，根本记不住" "以前从奶茶名能看出原料，现在还得看括号小字" "外国朋友让推荐奶茶口味时，根本无从解释" "奶茶越来越基础，名字倒是越来越不'基础'了" 不过也有不少网友持包容态度。 茶颜悦色就曾在微信公众号开设"叫啥名"的栏目，专门介绍产品名背后的故事，坦言"茶颜的取名风格一直不太直白"。 翟佳宁曾在《喜剧之王单口季》中对奶茶命名进行过吐 ...

Group 1 - The core brand slogan of Luckin Coffee is "Drink from the Origin," emphasizing the company's focus on strengthening its upstream supply chain for core products [1] - Luckin Coffee has established a global sourcing network for high-quality raw materials, including Arabica coffee beans, coconuts, and jasmine flowers, with origins in Brazil, Ethiopia, Indonesia, and Guangxi [1][2] - The company initiated a "Global Bean Sourcing Program" in 2023 to ensure the quality of coffee beans by visiting major coffee-producing regions [1] Group 2 - In March 2025, Luckin Coffee plans to procure approximately 1 million tons of high-standard Indonesian coconuts over the next five years to support its popular coconut latte series [2] - Luckin Coffee's procurement of Brazilian coffee beans accounts for 60% of Brazil's total coffee exports to China, indicating a significant market presence [2] - The company has launched the "Drink from the Origin Festival" on September 1, featuring a product lineup that includes new offerings like Akesu Apple Latte and popular drinks such as Coconut Latte and Yirgacheffe Americano [3]

Core Insights - Luckin Coffee has launched the "Drink Original Origin Festival," introducing a product matrix focused on original origin ingredients, including new offerings like Aksu Apple Latte and popular drinks such as Coconut Latte and Yirgacheffe Americano [1] - The brand slogan "Drink Original Origin" reflects Luckin's strategy to strengthen its upstream supply chain for core products, establishing a global network of original origin sources [1] Group 1 - Luckin Coffee has developed original origin clusters in Brazil and Ethiopia for coffee, Indonesia for coconuts, and Guangxi for jasmine flowers, securing high-quality raw materials like Arabica coffee beans and coconuts [1][2] - The company initiated a "Global Bean Sourcing Program" in 2023 to ensure the quality of coffee beans by visiting key coffee-producing regions, including Panama, Ethiopia, Indonesia, Yunnan in China, and Brazil [1] - In May 2023, Luckin established an office in Ethiopia, and by November 2024, it signed a five-year memorandum for the procurement of 240,000 tons of coffee beans in Brazil, along with setting up local offices and support centers [1] Group 2 - In non-coffee raw material sourcing, Luckin plans to procure approximately 1 million tons of high-standard Indonesian coconuts over the next five years, enhancing its Coconut Latte product line [2] - The company has created a dedicated jasmine flower production area in Guangxi, overseeing the quality control of jasmine tea from cultivation to harvesting [2] - Luckin's coffee bean procurement from Brazil accounts for 60% of Brazil's total coffee exports to China, and it is a major consumer of lemons from Anju, Sichuan, leading the industry in consumption scale [2]

Core Insights - The Chinese ready-to-drink beverage industry has entered a phase where "supply chain determines the future," with high-quality raw materials becoming crucial for product quality and origin construction as a key strategic lever for competitive advantage [1][7] Group 1: Company Initiatives - Luckin Coffee has launched the "Drink from Origin Festival," introducing a product matrix focused on origin-based offerings, including new products like Aksu Apple Latte and popular items such as Coconut Latte and Jasmine Flower Latte [1] - The company has established a "Global Bean Sourcing Program" to ensure coffee bean quality by visiting key coffee-producing regions, including Panama, Ethiopia, Indonesia, Yunnan in China, and Brazil [2] - In 2024, Luckin signed a five-year memorandum for the procurement of 240,000 tons of coffee beans in Brazil, establishing local offices and support centers to secure high-quality coffee resources [2] Group 2: Raw Material Sourcing - Luckin plans to procure approximately 1 million tons of high-standard Indonesian coconuts over the next five years to support its popular Coconut Latte series [4] - The company has developed a dedicated jasmine flower production area in Guangxi, ensuring quality control across all stages from planting to harvesting [6] - Luckin's coffee bean procurement from Brazil accounts for 60% of Brazil's total coffee exports to China, and it leads the domestic market with over 40% of China's green coffee bean imports [6] Group 3: Industry Impact - By deepening ties with global core raw material production areas, Luckin is building a strong supply chain barrier and leading the upgrade of the Chinese ready-to-drink beverage industry [6] - Industry experts suggest that the future of the ready-to-drink beverage sector will depend on companies' control over core production areas and their vertical integration capabilities [6] - Luckin's initiatives are seen as a proactive approach to the industry's trend towards higher standards, having established an "Origin Cluster 1.0" system that enhances procurement scale and quality influence [6][7] Group 4: ESG and Community Support - Luckin integrates its supply chain strategy with ESG initiatives, providing multi-dimensional support to origin areas, such as training for coffee farmers in Yunnan and launching support programs for small coffee farmers in Brazil [6] - The company also engages in social responsibility efforts, such as supporting medical assistance for children with congenital heart disease in Aksu [6]

Core Insights - Luckin Coffee has launched the "Just Drink Origin Festival," introducing a product matrix focused on origin-based offerings, including new items like Aksu Apple Latte and various other beverages [1] - The company has established a global sourcing network for coffee, with significant operations in Brazil and Ethiopia, and has initiated a "Global Bean Sourcing Program" [1][2] - Luckin Coffee has made substantial commitments to sourcing non-coffee raw materials, including a partnership in Indonesia to procure 1 million tons of high-standard coconuts over the next five years [2] Group 1 - The introduction of new beverages emphasizes the company's focus on origin-based products, with a notable return of actress Tang Wei as the global origin advocate [1] - Luckin Coffee has built a network of coffee origins, including Brazil and Ethiopia, and has signed a five-year memorandum for the procurement of 240,000 tons of coffee beans in Brazil [1] - The company has established offices and support centers in key coffee-producing regions to enhance its sourcing capabilities [1][2] Group 2 - In addition to coffee, Luckin Coffee is expanding its sourcing of non-coffee ingredients, particularly coconuts from Indonesia, with a significant procurement plan [2] - The company has developed a dedicated jasmine tea production area in Guangxi, ensuring quality control throughout the cultivation and harvesting processes [2] - Luckin Coffee's procurement of Brazilian coffee beans accounts for 60% of Brazil's coffee exports to China, and it is a leading importer of green coffee beans in China, with over 40% market share [2]