Core Viewpoint - The popularity of "Nai Pi Zi Tang Hu Lu" (milk skin candied hawthorn) has surged this winter, driven by its unique combination of traditional candied hawthorn and Inner Mongolia's milk skin, leading to long queues and significant market interest [1][3][5]. Group 1: Market Trends - "Nai Pi Zi Tang Hu Lu" was first introduced in late 2024 by a traditional candied hawthorn shop in Baotou, Inner Mongolia, and has since become a trending snack [3]. - The hashtag NaiPiZiTangHuLu has garnered over 1.02 billion views on Douyin, indicating its viral spread across social media platforms [3]. - The price of "Nai Pi Zi Tang Hu Lu" has increased significantly, with traditional candied hawthorn priced at 5-8 yuan, while the new variant ranges from 36 to 98 yuan per skewer [5][8]. Group 2: Consumer Behavior - Consumers are willing to wait for hours and pay high prices for a taste of this trendy snack, with some even ordering it from other provinces despite high shipping costs [5][11]. - The phenomenon has led to a stark contrast in consumer sentiment, with some feeling that they cannot afford this "upgraded" street food [7]. Group 3: Industry Response - Major brands like Hema and Xueji Snack have quickly entered the market, with Hema offering "Nai Pi Zi Tang Hu Lu" at a competitive price of 9.9 yuan [7][10]. - The beverage industry has also capitalized on this trend, with brands like Luckin Coffee and Lele Tea launching products featuring milk skin [10]. Group 4: Supply Chain Impact - The surge in demand has created a shortage of milk skin, with local suppliers struggling to keep up, leading to price increases from 7-8 yuan to 16-17 yuan per 100 grams [11][13]. - The stock market has reacted positively, with companies associated with milk skin, such as Sanyuan Foods, experiencing significant stock price increases [14][16]. Group 5: Future Outlook - There are concerns about the sustainability of this trend, as many viral food items have historically seen a rapid decline in popularity [16]. - Despite potential health concerns related to high sugar intake from the product, consumer interest remains strong, suggesting that the trend may continue for the time being [18].

Core Insights - The "Nai Pi Zi Tang Hu Lu" (milk skin candied hawthorn) has become a trending beverage in the tea drink sector, experiencing a 60% increase in sales for brands like Lele Tea, indicating a significant consumer demand for this product [1][4][9] - The rapid rise in popularity has led to supply shortages, with many manufacturers struggling to meet the increased demand, resulting in price hikes of 30-50% for raw materials [9][11][20] - Industry experts are debating whether "Nai Pi Zi" can become a staple ingredient in tea drinks, similar to "pearls" or "thick milk," but face challenges such as unclear definitions, high production costs, and varying quality standards [13][20][22] Group 1: Product Popularity - "Nai Pi Zi Tang Hu Lu" has become a winter consumer favorite, with reports of long queues and high prices, such as 98 yuan for a single skewer in Shanghai [1][4] - Social media platforms like Xiaohongshu have seen over 10,000 posts about "Nai Pi Zi Tang Hu Lu," indicating a strong online presence and consumer interest [4] - Lele Tea's modification to include "Tang Hu Lu" in their product name significantly boosted their sales and in-store traffic [4][9] Group 2: Supply Chain Challenges - The surge in demand has left many milk skin factories overwhelmed, with reports of full production capacities and inability to fulfill orders, leading to nationwide shortages [9][11] - The price of raw milk skin has reportedly increased by nearly 100%, further complicating supply issues for manufacturers [11][20] - The production process for traditional milk skin is labor-intensive, requiring significant amounts of fresh milk and time, which limits scalability [20][22] Group 3: Industry Perspectives - Experts suggest that while "Nai Pi Zi" has potential as a seasonal ingredient, its high cost and production challenges may hinder widespread adoption in the tea drink market [20][22] - The lack of standardized definitions and quality control for "Nai Pi Zi" poses a barrier to its acceptance as a mainstream ingredient [15][18] - The journey of "Nai Pi Zi" reflects broader trends in the Chinese consumer market, highlighting the potential of regional ingredients to gain popularity through social media and innovative supply chains [23]