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香飘飘官宣孙颖莎代言,加速品牌健康化升级
Jing Ji Wang· 2025-10-10 09:11
10月10日,奶茶品牌香飘飘正式宣布,中国国家乒乓球队运动员、世界冠军孙颖莎成为其旗下战略产品——香飘飘原叶现泡系列的全新品牌代言人。通 过借助孙颖莎所代表的"冠军精神",香飘飘进一步强化了其原叶现泡系列"健康、真实、高品质"的产品形象。 香飘飘在云南临沧、浙江杭州建立"超级茶园",从土壤改良、茶树培育到采摘标准、加工工艺,每一环节都严格把控,形成从原料到生产的完整健康化 链条。作为杯装奶茶的开创者和领导者,香飘飘此次战略布局意义深远:通过孙颖莎的健康形象,香飘飘将触达追求健康生活方式的年轻、运动群体,打破 奶茶仅是"休闲饮品"的固有认知,将其带入运动后、工作学习等更广泛的健康补给场景。 目前,"健康"正成为香飘飘最锋利的竞争壁垒。官宣孙颖莎代言,是香飘飘品牌发展历程中的一个里程碑事件。香飘飘正以"冠军"的姿态和"冠军"的标 准,开启一场关于健康奶茶的自我革命与行业引领。 编辑:贾璇 选择孙颖莎作为品牌代言人,体现了香飘飘对品牌精神内核的深入思考。赛场上,孙颖莎以其极致专注和长期刻苦训练闻名,代表了追求卓越的"冠军 精神"。这种形象与香飘飘原叶现泡系列的产品理念高度契合。这种契合体现在双方对"长期主义"的坚持 ...
茶咖日报|if椰子水母企招股超购2220倍,中签率创近年新低
Guan Cha Zhe Wang· 2025-06-27 13:33
Group 1: IFBH IPO and Market Performance - IFBH, a Thai coconut water brand, had an oversubscription of 2220 times during its IPO, raising a maximum of HKD 11.6 billion, making it the "frozen capital king" of Hong Kong stocks this year [1] - The subscription amount reached HKD 257.29 billion, significantly exceeding the public offering amount of HKD 1.16 billion, indicating strong market interest [1] - The company holds a 34% market share in the coconut water beverage market in mainland China and a 60% share in Hong Kong, maintaining its leading position for several years [1] Group 2: Tea Baidao's New Product Launch - Tea Baidao's new product "Honey Melon Bubble Pearls" sold nearly 200,000 cups on its first day, reflecting strong consumer demand during the summer season [2] - The use of the unique melon variety, which is known for its refreshing taste, aligns with the rising consumer preference for fruit-based beverages in hot weather [2] - The company has launched multiple fruit-based drinks this June, with previous products like the lychee series exceeding 7 million cups in sales, leading to positive ratings from several financial institutions [2] Group 3: Coffee Price Increase - Global coffee futures prices have risen significantly, impacting the spot market and leading to record high prices for coffee beans [3] - In Yunnan, a major coffee-producing region in China, the price of raw coffee beans has reached new highs, resulting in a 6%-17% increase in the prices of coffee products [3] - The price adjustments in Yunnan's international coffee trading center reflect the broader trend of rising raw material costs affecting the coffee industry [3] Group 4: Xiangpiaopiao's New Product Development - Xiangpiaopiao has launched new products including "Original Leaf Fresh Brew Light Milk Tea" and "Original Leaf Fresh Brew Milk Tea," focusing on product innovation and health [4] - The new product line is part of the company's strategy to appeal to younger consumers and promote healthier options [4] - The company is utilizing content marketing to enhance brand visibility and is conducting trials for online and offline sales of the new products [4]