近年来,一批区域性茶饮品牌凭借差异化卖点快速崛起,并积极向北上广一线城市进行扩张。这些新晋品牌立足于地域特色,融入当地文化元素,选用独具一格的水果或茶底原材料,形成了与众不同的产品口味,激发了消费者的好奇心。
此外,这些品牌还及时跟上了轻乳茶的健康饮品风潮,避免传统奶茶的厚重感,更贴合当下消费者对清爽饮品的偏好。同时它们普遍定价在15-25元的日常消费价格带内,降低了消费门槛,加上定期的促销活动,也让许多消费者愿意为亲民价格的新产品"买单"。
与往常对知名IP频繁联名营销不同,如今这些区域品牌在推广方面显得更为理性,不仰仗知名度,而是着力培养新生代用户群体,采用请明星担任一日店长等活动引发关注。同时,针对产品线拓展、门店开设等关键问题,各品牌也更为谨慎,不盲目跟风,更多思考如何持久经营。
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