作者 | 丹木 编辑|麻吉 县城与北上广的边界，也许还没真正消融在一杯拉花咖啡里，但已经被"桂花乌龙奶茶们"抹平。 前几年回到县城过年时，在北京工作的米娜会无比想念桂花冻、血糯米、芋泥和各种现制水果茶。老家并没有像样的咖啡厅和奶茶店，仅有的少数几家 店，产品也是充满了香精味，甜得难以入口。 但今年回到老家的米娜打开外卖软件，发现县城也有了霸王茶姬和沪上阿姨。 "现在愁的不是老家没有奶茶和果茶，是怎样才能在假期把大型连锁品牌和本地小品牌，甚至独立咖啡厅挨个尝一遍。"米娜说。 图源：Unsplash 县城的发展速度，让许多在大城市的打工人感到一种反向折叠。 从前，县城单调的生活令年轻人厌倦。如今，星巴克、喜茶、肯德基、屈臣氏等一线品牌跑步下沉，霸王茶姬、古茗还有各地的区域特调奶茶们，也开始 在广袤的县城遍地开花，奶茶春节档的火爆，让人们再一次看到下沉市场的旺盛生命力。 分秒必争，奶茶外卖迎火爆"春节档" 在过往，春节档是电影行业专属词汇。而今年春节，茶饮行业也迎来一波"票房"暴涨。 以县城为代表的下沉市场是绝对的主战场。从北京返乡过年的米娜告诉价值星球，从前老家没有多少好喝的新茶饮品牌，春节在家待久了，就会格外怀 ...

以下文章来源于餐饮O2O ，作者专注餐饮业创新的 餐饮O2O . 餐饮O2O是中国专注餐饮产业链新媒体，每天分享餐饮产业上下游新鲜资讯+干货案例，以媒体为入 口，为餐饮业提供咨询培训、投融资、供应链、开店选址、创业加盟等行业深度服务。 最近走进奶茶店，菜单好像有点 " 似曾相识 " ？前两年还在比拼谁家水果更小众、名字更猎奇，油柑、 黄皮轮番上阵。 但不知道从什么时候开始，那些熟悉的 " 老味道 " 悄悄杀回来了 —— 黑糖珍珠、霸气杨梅、烧仙草 …… 竟然又成了点单热门。 如果你也感觉到了，那你已经触摸到了 2025 年茶饮行业最明显的一次 " 集体转身 " 。当狂奔式的创新 渐渐疲软，头部品牌们不约而同地做了一件看起来有点 " 复古 " 的事： 而我们作为消费者，为什么又会心甘情愿地为这份"熟悉的新鲜感"买单？ 01 2025年， 茶饮品牌卷不动新奇特， 开始卷 " 老味道 " 近年来，几乎所有餐饮品牌在新品竞争上，卷的都是颠覆和猎奇。小众水果如油柑、黄皮等轮番登场。 然而，进入 2025 年，随着品类红利消退，狂飙突进式的创新难以持续规模化，头部品牌不约而同地放慢 了追逐下一个 " 超级单品 " 的脚步 ...

Core Viewpoint - MIXUE is rapidly expanding its presence in Japan while maintaining a focus on quality and customer satisfaction, aiming to adapt its offerings to local preferences [2][11]. Group 1: Expansion Strategy - MIXUE operates over 46,000 stores globally, surpassing Starbucks, and is strategically increasing its store count in Japan, with a focus on major cities like Tokyo, Osaka, and Yokohama [2][9]. - The company has opened seven stores in Japan as of November, including the newly launched MIXUE Shin-Okubo Station store [9][12]. - Future expansion will prioritize locations that attract both tourists and local customers, particularly in high foot traffic areas [12]. Group 2: Product Offering and Pricing - MIXUE's pricing strategy is centered around affordability, with most products priced below 500 yen (approximately 22.6 yuan), including popular items like soft serve ice cream at 150 yen (about 6.8 yuan) and drinks starting at 130 yen (about 5.9 yuan) [9][11]. - The company emphasizes a self-managed supply chain to keep costs low while ensuring quality, sourcing fresh ingredients locally in Japan [11]. Group 3: Customer Demographics and Marketing - The primary customer demographic consists of women aged 10 to 29, with a notable presence of foreign tourists, who make up 20-50% of customers depending on the location [11]. - MIXUE plans to enhance brand awareness through social media marketing and promotional activities, particularly targeting younger audiences [11][12].

Core Viewpoint - Yihuo Tang has strategically expanded its presence by opening 500 new stores across 25 provinces during the summer back-to-school season in 2025, marking a significant step towards its goal of reaching a "ten thousand store" scale [1] Group 1: Market Expansion - The new 70 stores in the Greater Bay Area cover over ten cities, including Guangzhou, Shenzhen, and Dongguan, highlighting the brand's commitment to this key market [2] - Since its first store opened in Guangdong in 2016, Yihuo Tang has steadily expanded from first-tier cities to second and third-tier city business districts, with over 1,500 stores now in the Greater Bay Area [2][3] - The brand's focus on product innovation is evident, with local favorites like scented lemon tea and brown sugar pearl milk tea being well-received by consumers [2] Group 2: Targeting Young Consumers - Yihuo Tang's strategy emphasizes campus consumption, with 175 of the new stores located in educational districts, reinforcing its connection to student life [3][4] - The brand has over 1,600 stores in universities nationwide, achieving a coverage rate of over 70%, making it the leading new tea drink brand in the campus market [5] - During the college entrance examination period, Yihuo Tang provided free special mint lemon water near exam sites, showcasing its commitment to social responsibility and understanding of young consumer needs [5] Group 3: Marketing Strategies - The brand's marketing approach for the back-to-school season includes promotions that resonate with Generation Z, focusing on social interaction and value [6] - Data indicates a 40-50% increase in foot traffic in educational districts around the back-to-school period, prompting Yihuo Tang to implement targeted promotional strategies [6] - Engaging activities such as "0.99 yuan mint milk green tea" and group purchase options were designed to attract different customer segments [6][8] Group 4: Product Innovation and Cultural Engagement - Yihuo Tang has shown agility in responding to social trends, such as launching a free giveaway of mint milk green tea after its appearance in a popular skit, achieving over 200,000 cups sold in a single day [9] - The brand integrates local culture into its offerings, such as seasonal drinks for university events and themed packaging during exam seasons [9] - Collaborations with popular anime IPs have helped Yihuo Tang connect with younger audiences, expanding its influence within this demographic [9]