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2021-08-01
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Ruixing fell, HEYTEA was full?
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Benchmarking international giants,<b>New consumption to build China's McDonald's and China's Starbucks is not only in full swing, but also increasingly hot</b>。 This narrative of investment is nothing new at all, and it goes one after another. It's just that every time this pulse reaches a new height, everyone's attitude of examination and acceptance will appear very novel.</p><p>But who is China's Starbucks? At least on this issue, Ruixing has stumbled. Behind him are various new brands of Macron colors, such as Heytea, Nayuki's tea, Chayanyuese, and many coffee brands that are very popular in first-tier cities and need to be broken, such as those specialty coffees that are popular in Shanghai.</p><p>Not long ago,<b>It is even rumored in the capital circle that he led the investment of hundreds of millions of yuan in this Seesaw coffee without even meeting the boss of Heytea</b>Hot news. According to Huxiu's report, some investors gave an explanation: \"<b>Coffee is the only track in the field of consumer goods where Moutai's size company can be reborn</b>。”</p><p><b>01 The core of the popularity of new consumption is that there are real people consuming</b></p><p>Behind the popularity of new consumption, there are two core support points:<b>The first is that the cost of the product itself is extremely low, and the second is to sell the original extremely low product at a high price</b>, you must do enough face, and you can't do without marketing drive. Under the overwhelming marketing offensive, spending tens of dollars can catch up with the fashion and trend, and you can also socialize in the circle of friends. This kind of consumption satisfaction is worth the money for the core consumer groups of new consumption.</p><p>The hidden reason for the popularity of new consumption is that,<b>The catering industry has generally completed price upgrades</b>。 Whether it is the hotly debated monthly salary of less than 8,000 that is not worthy of Xibei, or the price extravagance that everyone generally perceives, this is already a reality in the catering industry. In the communication with deep diving atom, Ms. Niu said that a restaurant like Nanjing Food Stall, which was originally positioned as an upgraded version of food stalls, now costs almost 200 per capita, and the cost of eating out has indeed increased a lot compared with before.</p><p>Data from food delivery and e-commerce platforms can also illustrate this point. The popularity of snail powder is interpreted as the increase in the number of consumers because of its high cost performance. It is a compromise to control the cost of living.</p><p>So in this case, whether it is new consumption such as Hefu Lo Noodles or Heytea, they all bear<b>The function of \"downgrading\" and saving respect for consumption by making enough face</b>。 The store decoration and food quality are not bad, and it is still in a good commercial complex. The whole consumption experience has not been \"downgraded\", and the actual cost is not large. This is the misunderstanding of many people. You think it is superficial for young people to like sugar water, but you simply don't understand this kind of shrewdness and benefits that can not only meet the needs of sending friends circle, but also get over-satisfaction.</p><p>Therefore, what investors say about the addiction of coffee and other analytical factors are actually just a statement. The biggest problem faced by brands like Starbucks and McDonald's in the domestic market is the aging of brands. In 1990, McDonald's opened its first restaurant in China in Shenzhen. In 1992, McDonald's entered the Beijing market and opened its first restaurant. Starbucks opened its first store in mainland China in China International Trade Center in Beijing in January 1999.</p><p>Some of these brands, which have entered and expanded along with globalization, are already 30 years old. With the growth and rise of local consumer brands, these brands have lost their original high-end and high-grade brand connotation. So,<b>It is not so much to become China's Starbucks and McDonald's, but to fill the format vacuum created by the aging of these brands</b>。</p><p>A new generation of consumers grew up in an extremely material-rich environment, and short videos and social media are the most important media for them. They are no longer obsessed with where the coffee beans come from and what is the basis for grading the taste like the previous generation of consumers. In other words,<b>They are less and less concerned about \"knowledge point\" type marketing routines, and more concerned about whether their own consumption is the mainstream of young people</b>。</p><p><b>02 Thousands of sails pass by the side of the sunken boat, and thousands of trees spring in front of the sick tree</b></p><p><b>The pitiful and sad thing about Ruixing is that he got up early but caught a late market</b>。 Ruixing almost ran through all kinds of games and links of new consumption, but was knocked to the ground due to data fraud, and then fell into a spiral of silence. Now Ruixing can make people feel an effort to begin to pay attention to product upgrades, but it seems too dull in the shadow of dishonesty.</p><p>As we have analyzed earlier, the core reason for the popularity of new consumption is that the brands that originally led new consumption have entered a period of brand aging, at least for the new generation of users, there is no novelty.<b>The more hidden problem lies in the paradox of price structure in catering industry</b>--After the quiet price increase of the original mid-to-high-end catering, the enthusiasm of the new generation for their consumption has weakened, but<b>Actual consumer demand needs new and reasonably positioned products to fill</b>。 The result of the combined efforts of the two is the underlying logic of the popularity of new consumption.</p><p>Under the candle of this logic,<b>Whether Ruixing falls or not, new consumption will be hot</b>, because Ruixing cannot form an absolute head advantage, nor does it form direct competition with brands such as Heytea and Nayuki's tea. It's just that Ruixing's positioning is to directly compete with Starbucks for office white-collar workers, while the new generation of brands care more about harvesting Generation Z.</p><p>But Ruixing, who is burdened with misdeeds, is particularly embarrassed in this feast of new consumption. It can neither tell about its first-mover advantage, nor can it compete with rising stars in the marketing field that it is good at with great fanfare-more importantly, Resources were all lost by the previous virtual fire.</p><p><b>Marketing is the core driving force for new consumption and an important link to consolidate user satisfaction and value</b>。 Ruixing's convergence in this link is actually not worth the candle. In the noisy field, the competition is always about who has the loudest voice. This is the ultimate game of Matthew effect, which is strong when it is strong.</p><p>Compared with rising stars such as Heytea and Nayuki's tea, what Ruixing should review most is its own price strategy and market strategy. It is necessary to harvest white-collar workers, and try to quickly destroy the original ecological and price system in a short period of time with extremely low prices, and then rebuild the whole system. But these new brands told Ruixing that there is no need to make such troubles at all.<b>As long as you take care of your users' face and lining, they will flock to them</b>。 No, even the old Beijing braised food, which is so ordinary that it can't be ordinary, has been said layer upon layer that it can't be done for the sake of face, not to mention that Lanzhou people have taken pains to correct the fact that Lanzhou only has beef noodles but no Lamian Noodles. Of course, these all belong to the \"new consumption\" and \"new brands\" of the old era. How they are reborn in Generation Z is another topic.</p><p>Whether Ruixing falls or not, new consumption will be booming. It's just that without Ruixing's new consumption, people can't help feeling that it's better to come early than coincidentally. But<b>If Ruixing continues to spend like this, there is little chance of a comeback</b>, it is better to re-build a new brand as soon as possible, complete the divestiture as soon as possible, and start over.</p><p>As for<b>Heytea, how long the star effect can last depends on how long users are patient with the Heytea brand</b>。 At a moment when the main line business is in full swing, the decisiveness and intensity of investing in new coffee brands just illustrate Heytea's anxiety. This anxiety comes from at least two aspects. Under the premise of sufficient financial resources, it is not difficult to rebuild a new brand; Secondly, HEYTEA should also have its own hidden worries about the insurance cycle of its own brand. After all, the companies following closely seem to have good growth data.</p>","source":"lsy1594870105111","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Ruixing fell, HEYTEA was full?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nRuixing fell, HEYTEA was full?\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">深潜atom </strong><span class=\"h-time small\">2021-08-01 11:14</span>\n</p>\n</h4>\n</header>\n<article>\n<p>Although Chinese concept stocks are encountering various roller coasters, the actual investment logic is difficult to change course in the short term. Benchmarking international giants,<b>New consumption to build China's McDonald's and China's Starbucks is not only in full swing, but also increasingly hot</b>。 This narrative of investment is nothing new at all, and it goes one after another. It's just that every time this pulse reaches a new height, everyone's attitude of examination and acceptance will appear very novel.</p><p>But who is China's Starbucks? At least on this issue, Ruixing has stumbled. Behind him are various new brands of Macron colors, such as Heytea, Nayuki's tea, Chayanyuese, and many coffee brands that are very popular in first-tier cities and need to be broken, such as those specialty coffees that are popular in Shanghai.</p><p>Not long ago,<b>It is even rumored in the capital circle that he led the investment of hundreds of millions of yuan in this Seesaw coffee without even meeting the boss of Heytea</b>Hot news. According to Huxiu's report, some investors gave an explanation: \"<b>Coffee is the only track in the field of consumer goods where Moutai's size company can be reborn</b>。”</p><p><b>01 The core of the popularity of new consumption is that there are real people consuming</b></p><p>Behind the popularity of new consumption, there are two core support points:<b>The first is that the cost of the product itself is extremely low, and the second is to sell the original extremely low product at a high price</b>, you must do enough face, and you can't do without marketing drive. Under the overwhelming marketing offensive, spending tens of dollars can catch up with the fashion and trend, and you can also socialize in the circle of friends. This kind of consumption satisfaction is worth the money for the core consumer groups of new consumption.</p><p>The hidden reason for the popularity of new consumption is that,<b>The catering industry has generally completed price upgrades</b>。 Whether it is the hotly debated monthly salary of less than 8,000 that is not worthy of Xibei, or the price extravagance that everyone generally perceives, this is already a reality in the catering industry. In the communication with deep diving atom, Ms. Niu said that a restaurant like Nanjing Food Stall, which was originally positioned as an upgraded version of food stalls, now costs almost 200 per capita, and the cost of eating out has indeed increased a lot compared with before.</p><p>Data from food delivery and e-commerce platforms can also illustrate this point. The popularity of snail powder is interpreted as the increase in the number of consumers because of its high cost performance. It is a compromise to control the cost of living.</p><p>So in this case, whether it is new consumption such as Hefu Lo Noodles or Heytea, they all bear<b>The function of \"downgrading\" and saving respect for consumption by making enough face</b>。 The store decoration and food quality are not bad, and it is still in a good commercial complex. The whole consumption experience has not been \"downgraded\", and the actual cost is not large. This is the misunderstanding of many people. You think it is superficial for young people to like sugar water, but you simply don't understand this kind of shrewdness and benefits that can not only meet the needs of sending friends circle, but also get over-satisfaction.</p><p>Therefore, what investors say about the addiction of coffee and other analytical factors are actually just a statement. The biggest problem faced by brands like Starbucks and McDonald's in the domestic market is the aging of brands. In 1990, McDonald's opened its first restaurant in China in Shenzhen. In 1992, McDonald's entered the Beijing market and opened its first restaurant. Starbucks opened its first store in mainland China in China International Trade Center in Beijing in January 1999.</p><p>Some of these brands, which have entered and expanded along with globalization, are already 30 years old. With the growth and rise of local consumer brands, these brands have lost their original high-end and high-grade brand connotation. So,<b>It is not so much to become China's Starbucks and McDonald's, but to fill the format vacuum created by the aging of these brands</b>。</p><p>A new generation of consumers grew up in an extremely material-rich environment, and short videos and social media are the most important media for them. They are no longer obsessed with where the coffee beans come from and what is the basis for grading the taste like the previous generation of consumers. In other words,<b>They are less and less concerned about \"knowledge point\" type marketing routines, and more concerned about whether their own consumption is the mainstream of young people</b>。</p><p><b>02 Thousands of sails pass by the side of the sunken boat, and thousands of trees spring in front of the sick tree</b></p><p><b>The pitiful and sad thing about Ruixing is that he got up early but caught a late market</b>。 Ruixing almost ran through all kinds of games and links of new consumption, but was knocked to the ground due to data fraud, and then fell into a spiral of silence. Now Ruixing can make people feel an effort to begin to pay attention to product upgrades, but it seems too dull in the shadow of dishonesty.</p><p>As we have analyzed earlier, the core reason for the popularity of new consumption is that the brands that originally led new consumption have entered a period of brand aging, at least for the new generation of users, there is no novelty.<b>The more hidden problem lies in the paradox of price structure in catering industry</b>--After the quiet price increase of the original mid-to-high-end catering, the enthusiasm of the new generation for their consumption has weakened, but<b>Actual consumer demand needs new and reasonably positioned products to fill</b>。 The result of the combined efforts of the two is the underlying logic of the popularity of new consumption.</p><p>Under the candle of this logic,<b>Whether Ruixing falls or not, new consumption will be hot</b>, because Ruixing cannot form an absolute head advantage, nor does it form direct competition with brands such as Heytea and Nayuki's tea. It's just that Ruixing's positioning is to directly compete with Starbucks for office white-collar workers, while the new generation of brands care more about harvesting Generation Z.</p><p>But Ruixing, who is burdened with misdeeds, is particularly embarrassed in this feast of new consumption. It can neither tell about its first-mover advantage, nor can it compete with rising stars in the marketing field that it is good at with great fanfare-more importantly, Resources were all lost by the previous virtual fire.</p><p><b>Marketing is the core driving force for new consumption and an important link to consolidate user satisfaction and value</b>。 Ruixing's convergence in this link is actually not worth the candle. In the noisy field, the competition is always about who has the loudest voice. This is the ultimate game of Matthew effect, which is strong when it is strong.</p><p>Compared with rising stars such as Heytea and Nayuki's tea, what Ruixing should review most is its own price strategy and market strategy. It is necessary to harvest white-collar workers, and try to quickly destroy the original ecological and price system in a short period of time with extremely low prices, and then rebuild the whole system. But these new brands told Ruixing that there is no need to make such troubles at all.<b>As long as you take care of your users' face and lining, they will flock to them</b>。 No, even the old Beijing braised food, which is so ordinary that it can't be ordinary, has been said layer upon layer that it can't be done for the sake of face, not to mention that Lanzhou people have taken pains to correct the fact that Lanzhou only has beef noodles but no Lamian Noodles. Of course, these all belong to the \"new consumption\" and \"new brands\" of the old era. How they are reborn in Generation Z is another topic.</p><p>Whether Ruixing falls or not, new consumption will be booming. It's just that without Ruixing's new consumption, people can't help feeling that it's better to come early than coincidentally. But<b>If Ruixing continues to spend like this, there is little chance of a comeback</b>, it is better to re-build a new brand as soon as possible, complete the divestiture as soon as possible, and start over.</p><p>As for<b>Heytea, how long the star effect can last depends on how long users are patient with the Heytea brand</b>。 At a moment when the main line business is in full swing, the decisiveness and intensity of investing in new coffee brands just illustrate Heytea's anxiety. This anxiety comes from at least two aspects. Under the premise of sufficient financial resources, it is not difficult to rebuild a new brand; Secondly, HEYTEA should also have its own hidden worries about the insurance cycle of its own brand. After all, the companies following closely seem to have good growth data.</p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://36kr.com/p/1334691350845442\">深潜atom </a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/3d12f820102df1859c1d25e4011ee104","relate_stocks":{"LKNCY":"瑞幸咖啡"},"source_url":"https://36kr.com/p/1334691350845442","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1116878944","content_text":"虽然中概股在遭遇各种过山车，但现实的投资逻辑却在短期内很难改弦易张。对标国际巨头，打造中国的麦当劳、中国的星巴克的新消费，不仅如火如荼，而且愈加火爆。这种投资的叙事，一点也不新奇，而且是前赴后继的。只是每一次这种脉冲达到一个新高度，大家审视和接受的态度就会显得很新奇。\n但到底谁是中国的星巴克，至少在这个问题上，瑞幸已经栽跟头了。在他身后，是各种马克龙色的新品牌，喜茶、奈雪的茶、茶颜悦色，还有很多在一线城市很火亟待破圈的咖啡品牌，比如火爆上海的那些精品咖啡。\n不久前，资本圈更是传出都没见面喜茶老板就领投这家Seesaw咖啡上亿元的火爆新闻。根据虎嗅的报道，有投资人对此给出解释：“咖啡是消费品领域唯一可以再诞生茅台体量公司的赛道。”\n01新消费火爆的核心是真有人消费\n新消费的火爆背后，有两个核心的支撑点：第一是产品本身的成本极低，第二是要把原本价格极低的产品卖出高价，就必须做足面子，就离不开营销驱动。在铺天盖地的营销攻势下，花几十块钱就能追赶一次时髦和潮流，还能在朋友圈社交装逼，这种消费满足感，对于新消费的核心消费群体来说是物超所值的。\n新消费火爆的隐性原因则在于，餐饮行业已经普遍完成了价格升级。不管是之前被热议的月薪不到八千不配吃西贝，还是大家普遍感知到的价格铺张，这都已经是餐饮行业的现实。在和深潜atom的交流中，牛女士说像南京大排档这种原来定位是大排档的升级版的餐厅，现在也要差不多人均两百，在外面吃饭的成本确实比以前增加了很多。\n来自外卖和电商平台的数据也能说明这一点。螺狮粉的走红，就被解读为因为性价比高，所以消费的人数增加了。是一种为了控制生活成本的妥协。\n那么在这种情况下，无论是和府捞面，还是喜茶这些新消费，都承担了通过做足面子，来为消费“降级”挽尊的功能。店面装修和食物品质不差，依旧在很好的商业综合体中，整个的消费体验并没有“降级”，而且实际的花销并不大。这就是很多人的误解，你觉得年轻人喜欢糖水是一种肤浅，但你根本不懂这种既能满足发朋友圈需求，又能获得超额满足的精明和实惠。\n所以，投资人说的什么咖啡的成瘾性等分析要素，其实都是一种说法而已。像星巴克和麦当劳这种品牌，在国内市场面对的最大问题是品牌的老化。1990年，麦当劳在深圳开设中国区的第一家餐厅。1992年，麦当劳进入北京市场开设了第一家餐厅。 而星巴克则是于1999年1月，在北京中国国际贸易中心开设中国内地第一家门店。\n这些伴随着全球化进入和扩张的品牌，有的已经30岁了。随着本土消费品牌的成长和崛起，这些品牌已经没有了最初的高端大气上档次的品牌内涵。所以，与其说，是要成为中国的星巴克和麦当劳，不如说是要填补这些品牌老化而形成的业态真空。\n新的一代消费者，生长于物质极其丰富的环境下，短视频和社交媒体对于他们是最重要的媒介。他们不再像前一代消费者执着于咖啡豆来自哪里，口感的分级依据是什么，换言之，他们越来越不Care“知识点”类型的营销套路，更在乎的是自己的消费是不是年轻人的主流。\n02沉舟侧畔千帆过，病树前头万木春\n瑞幸的可怜和可悲之处在于，起了个大早，却赶了个晚集。瑞幸几乎跑通了新消费的各种打法和链路，却因为数据造假被打翻在地，而后陷入了一种沉默螺旋。现在的瑞幸，能让人感知到一种开始重视产品升级的努力，但却在失信阴影下显得过于沉闷。\n前面我们已经分析了，新消费火爆的核心原因在于原来引领新消费的品牌进入了品牌老化期，至少对新生代用户而言已经没有新鲜感了。更隐性的问题在于餐饮行业的价格结构悖论——原有的中高端餐饮在悄无声息的涨价后，削弱了新生代对它们的消费热情，但实际的消费需求需要新的定位合理的产品来填补。这两者合力的结果，就是新消费的火爆的底层逻辑。\n在这个逻辑的烛照下，瑞幸跌不跌倒，新消费都会火爆，因为瑞幸形成不了绝对的头部优势，也并不和喜茶、奈雪的茶这些品牌形成直接的竞争。只是瑞幸的定位，是和星巴克直接抢夺办公室白领，而新生代的品牌更在乎的收割Z世代。\n但背负着劣迹的瑞幸，在这场新消费的盛宴中显得格外尴尬，既不能讲述自己的先发优势，也不能大张旗鼓的和后起之秀们在自己擅长的营销领域竞技——更重要的是资源都被之前的虚火败光了。\n营销是驱动新消费的核心动力，是巩固用户满足感和价值感的重要环节。瑞幸在这个环节的收敛，其实是得不偿失的。众声喧哗的场域，比赛的一贯是谁的声量最大，这是遇强则强的马太效应的极致游戏。\n相比喜茶、奈雪的茶这些后起之秀，瑞幸最应该检讨的是自己的价格策略和市场策略。既要收割白领，又试图用极低的价格在短期内迅速破坏原来的生态和价格体系，然后再重建整个系统。但这些新品牌却告诉瑞幸，完全不用这么周折，只要你照顾好用户的面子和里子，他们就会趋之若鹜。那不，就连老北京卤煮，这种平常到不能再普通的食物，为了面子，也被层层叠叠的说的讲究的不能再将就，就更不要提兰州人跟你不厌其烦的纠正兰州只有牛肉面没有拉面这回事了。当然，这都属于旧时代的“新消费”、“新品牌”，他们怎么在Z世代焕发新生，这是另一个话题了。\n瑞幸跌不跌倒，新消费都会火爆。只是没了瑞幸的新消费，让人免不了感慨来得早不如来得巧。但瑞幸再这么耗下去，翻盘的机会不大，不如趁早重新打造新品牌，尽早完成剥离，重新来过。\n至于喜茶，能持续多久的明星效应，还是要看用户对于喜茶品牌的耐心有多长久。在主线业务风正一帆悬的时刻，对于新的咖啡品牌投资的果断和力度，恰恰说明喜茶的焦虑，这种焦虑至少来自两个方面，在资金资源充足的前提下，高举高打再造一个新品牌的难度不大；其次，对于自身品牌的保险周期，喜茶应该也有自己的隐忧，毕竟紧跟在身后的那几家似乎增长数据也都不错。","news_type":1,"symbols_score_info":{"LKNCY":0.9}},"isVote":1,"tweetType":1,"viewCount":1714,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"hots":[{"id":805933302,"gmtCreate":1627833238806,"gmtModify":1703496400806,"author":{"id":"3583359995924123","authorId":"3583359995924123","name":"新手上路2","avatar":"https://static.tigerbbs.com/e97f57cd532605d95296f886450fef56","crmLevel":11,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3583359995924123","idStr":"3583359995924123"},"themes":[],"htmlText":"like and comment？","listText":"like and comment？","text":"like and comment？","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/805933302","repostId":"1116878944","repostType":4,"repost":{"id":"1116878944","kind":"news","pubTimestamp":1627787679,"share":"https://ttm.financial/m/news/1116878944?lang=en_US&edition=fundamental","pubTime":"2021-08-01 11:14","market":"us","language":"zh","title":"Ruixing fell, HEYTEA was full?","url":"https://stock-news.laohu8.com/highlight/detail?id=1116878944","media":"深潜atom ","summary":"虽然中概股在遭遇各种过山车，但现实的投资逻辑却在短期内很难改弦易张。对标国际巨头，打造中国的麦当劳、中国的星巴克的新消费，不仅如火如荼，而且愈加火爆。这种投资的叙事，一点也不新奇，而且是前赴后继的。只","content":"<p>Although Chinese concept stocks are encountering various roller coasters, the actual investment logic is difficult to change course in the short term. Benchmarking international giants,<b>New consumption to build China's McDonald's and China's Starbucks is not only in full swing, but also increasingly hot</b>。 This narrative of investment is nothing new at all, and it goes one after another. It's just that every time this pulse reaches a new height, everyone's attitude of examination and acceptance will appear very novel.</p><p>But who is China's Starbucks? At least on this issue, Ruixing has stumbled. Behind him are various new brands of Macron colors, such as Heytea, Nayuki's tea, Chayanyuese, and many coffee brands that are very popular in first-tier cities and need to be broken, such as those specialty coffees that are popular in Shanghai.</p><p>Not long ago,<b>It is even rumored in the capital circle that he led the investment of hundreds of millions of yuan in this Seesaw coffee without even meeting the boss of Heytea</b>Hot news. According to Huxiu's report, some investors gave an explanation: \"<b>Coffee is the only track in the field of consumer goods where Moutai's size company can be reborn</b>。”</p><p><b>01 The core of the popularity of new consumption is that there are real people consuming</b></p><p>Behind the popularity of new consumption, there are two core support points:<b>The first is that the cost of the product itself is extremely low, and the second is to sell the original extremely low product at a high price</b>, you must do enough face, and you can't do without marketing drive. Under the overwhelming marketing offensive, spending tens of dollars can catch up with the fashion and trend, and you can also socialize in the circle of friends. This kind of consumption satisfaction is worth the money for the core consumer groups of new consumption.</p><p>The hidden reason for the popularity of new consumption is that,<b>The catering industry has generally completed price upgrades</b>。 Whether it is the hotly debated monthly salary of less than 8,000 that is not worthy of Xibei, or the price extravagance that everyone generally perceives, this is already a reality in the catering industry. In the communication with deep diving atom, Ms. Niu said that a restaurant like Nanjing Food Stall, which was originally positioned as an upgraded version of food stalls, now costs almost 200 per capita, and the cost of eating out has indeed increased a lot compared with before.</p><p>Data from food delivery and e-commerce platforms can also illustrate this point. The popularity of snail powder is interpreted as the increase in the number of consumers because of its high cost performance. It is a compromise to control the cost of living.</p><p>So in this case, whether it is new consumption such as Hefu Lo Noodles or Heytea, they all bear<b>The function of \"downgrading\" and saving respect for consumption by making enough face</b>。 The store decoration and food quality are not bad, and it is still in a good commercial complex. The whole consumption experience has not been \"downgraded\", and the actual cost is not large. This is the misunderstanding of many people. You think it is superficial for young people to like sugar water, but you simply don't understand this kind of shrewdness and benefits that can not only meet the needs of sending friends circle, but also get over-satisfaction.</p><p>Therefore, what investors say about the addiction of coffee and other analytical factors are actually just a statement. The biggest problem faced by brands like Starbucks and McDonald's in the domestic market is the aging of brands. In 1990, McDonald's opened its first restaurant in China in Shenzhen. In 1992, McDonald's entered the Beijing market and opened its first restaurant. Starbucks opened its first store in mainland China in China International Trade Center in Beijing in January 1999.</p><p>Some of these brands, which have entered and expanded along with globalization, are already 30 years old. With the growth and rise of local consumer brands, these brands have lost their original high-end and high-grade brand connotation. So,<b>It is not so much to become China's Starbucks and McDonald's, but to fill the format vacuum created by the aging of these brands</b>。</p><p>A new generation of consumers grew up in an extremely material-rich environment, and short videos and social media are the most important media for them. They are no longer obsessed with where the coffee beans come from and what is the basis for grading the taste like the previous generation of consumers. In other words,<b>They are less and less concerned about \"knowledge point\" type marketing routines, and more concerned about whether their own consumption is the mainstream of young people</b>。</p><p><b>02 Thousands of sails pass by the side of the sunken boat, and thousands of trees spring in front of the sick tree</b></p><p><b>The pitiful and sad thing about Ruixing is that he got up early but caught a late market</b>。 Ruixing almost ran through all kinds of games and links of new consumption, but was knocked to the ground due to data fraud, and then fell into a spiral of silence. Now Ruixing can make people feel an effort to begin to pay attention to product upgrades, but it seems too dull in the shadow of dishonesty.</p><p>As we have analyzed earlier, the core reason for the popularity of new consumption is that the brands that originally led new consumption have entered a period of brand aging, at least for the new generation of users, there is no novelty.<b>The more hidden problem lies in the paradox of price structure in catering industry</b>--After the quiet price increase of the original mid-to-high-end catering, the enthusiasm of the new generation for their consumption has weakened, but<b>Actual consumer demand needs new and reasonably positioned products to fill</b>。 The result of the combined efforts of the two is the underlying logic of the popularity of new consumption.</p><p>Under the candle of this logic,<b>Whether Ruixing falls or not, new consumption will be hot</b>, because Ruixing cannot form an absolute head advantage, nor does it form direct competition with brands such as Heytea and Nayuki's tea. It's just that Ruixing's positioning is to directly compete with Starbucks for office white-collar workers, while the new generation of brands care more about harvesting Generation Z.</p><p>But Ruixing, who is burdened with misdeeds, is particularly embarrassed in this feast of new consumption. It can neither tell about its first-mover advantage, nor can it compete with rising stars in the marketing field that it is good at with great fanfare-more importantly, Resources were all lost by the previous virtual fire.</p><p><b>Marketing is the core driving force for new consumption and an important link to consolidate user satisfaction and value</b>。 Ruixing's convergence in this link is actually not worth the candle. In the noisy field, the competition is always about who has the loudest voice. This is the ultimate game of Matthew effect, which is strong when it is strong.</p><p>Compared with rising stars such as Heytea and Nayuki's tea, what Ruixing should review most is its own price strategy and market strategy. It is necessary to harvest white-collar workers, and try to quickly destroy the original ecological and price system in a short period of time with extremely low prices, and then rebuild the whole system. But these new brands told Ruixing that there is no need to make such troubles at all.<b>As long as you take care of your users' face and lining, they will flock to them</b>。 No, even the old Beijing braised food, which is so ordinary that it can't be ordinary, has been said layer upon layer that it can't be done for the sake of face, not to mention that Lanzhou people have taken pains to correct the fact that Lanzhou only has beef noodles but no Lamian Noodles. Of course, these all belong to the \"new consumption\" and \"new brands\" of the old era. How they are reborn in Generation Z is another topic.</p><p>Whether Ruixing falls or not, new consumption will be booming. It's just that without Ruixing's new consumption, people can't help feeling that it's better to come early than coincidentally. But<b>If Ruixing continues to spend like this, there is little chance of a comeback</b>, it is better to re-build a new brand as soon as possible, complete the divestiture as soon as possible, and start over.</p><p>As for<b>Heytea, how long the star effect can last depends on how long users are patient with the Heytea brand</b>。 At a moment when the main line business is in full swing, the decisiveness and intensity of investing in new coffee brands just illustrate Heytea's anxiety. This anxiety comes from at least two aspects. Under the premise of sufficient financial resources, it is not difficult to rebuild a new brand; Secondly, HEYTEA should also have its own hidden worries about the insurance cycle of its own brand. After all, the companies following closely seem to have good growth data.</p>","source":"lsy1594870105111","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Ruixing fell, HEYTEA was full?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nRuixing fell, HEYTEA was full?\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">深潜atom </strong><span class=\"h-time small\">2021-08-01 11:14</span>\n</p>\n</h4>\n</header>\n<article>\n<p>Although Chinese concept stocks are encountering various roller coasters, the actual investment logic is difficult to change course in the short term. Benchmarking international giants,<b>New consumption to build China's McDonald's and China's Starbucks is not only in full swing, but also increasingly hot</b>。 This narrative of investment is nothing new at all, and it goes one after another. It's just that every time this pulse reaches a new height, everyone's attitude of examination and acceptance will appear very novel.</p><p>But who is China's Starbucks? At least on this issue, Ruixing has stumbled. Behind him are various new brands of Macron colors, such as Heytea, Nayuki's tea, Chayanyuese, and many coffee brands that are very popular in first-tier cities and need to be broken, such as those specialty coffees that are popular in Shanghai.</p><p>Not long ago,<b>It is even rumored in the capital circle that he led the investment of hundreds of millions of yuan in this Seesaw coffee without even meeting the boss of Heytea</b>Hot news. According to Huxiu's report, some investors gave an explanation: \"<b>Coffee is the only track in the field of consumer goods where Moutai's size company can be reborn</b>。”</p><p><b>01 The core of the popularity of new consumption is that there are real people consuming</b></p><p>Behind the popularity of new consumption, there are two core support points:<b>The first is that the cost of the product itself is extremely low, and the second is to sell the original extremely low product at a high price</b>, you must do enough face, and you can't do without marketing drive. Under the overwhelming marketing offensive, spending tens of dollars can catch up with the fashion and trend, and you can also socialize in the circle of friends. This kind of consumption satisfaction is worth the money for the core consumer groups of new consumption.</p><p>The hidden reason for the popularity of new consumption is that,<b>The catering industry has generally completed price upgrades</b>。 Whether it is the hotly debated monthly salary of less than 8,000 that is not worthy of Xibei, or the price extravagance that everyone generally perceives, this is already a reality in the catering industry. In the communication with deep diving atom, Ms. Niu said that a restaurant like Nanjing Food Stall, which was originally positioned as an upgraded version of food stalls, now costs almost 200 per capita, and the cost of eating out has indeed increased a lot compared with before.</p><p>Data from food delivery and e-commerce platforms can also illustrate this point. The popularity of snail powder is interpreted as the increase in the number of consumers because of its high cost performance. It is a compromise to control the cost of living.</p><p>So in this case, whether it is new consumption such as Hefu Lo Noodles or Heytea, they all bear<b>The function of \"downgrading\" and saving respect for consumption by making enough face</b>。 The store decoration and food quality are not bad, and it is still in a good commercial complex. The whole consumption experience has not been \"downgraded\", and the actual cost is not large. This is the misunderstanding of many people. You think it is superficial for young people to like sugar water, but you simply don't understand this kind of shrewdness and benefits that can not only meet the needs of sending friends circle, but also get over-satisfaction.</p><p>Therefore, what investors say about the addiction of coffee and other analytical factors are actually just a statement. The biggest problem faced by brands like Starbucks and McDonald's in the domestic market is the aging of brands. In 1990, McDonald's opened its first restaurant in China in Shenzhen. In 1992, McDonald's entered the Beijing market and opened its first restaurant. Starbucks opened its first store in mainland China in China International Trade Center in Beijing in January 1999.</p><p>Some of these brands, which have entered and expanded along with globalization, are already 30 years old. With the growth and rise of local consumer brands, these brands have lost their original high-end and high-grade brand connotation. So,<b>It is not so much to become China's Starbucks and McDonald's, but to fill the format vacuum created by the aging of these brands</b>。</p><p>A new generation of consumers grew up in an extremely material-rich environment, and short videos and social media are the most important media for them. They are no longer obsessed with where the coffee beans come from and what is the basis for grading the taste like the previous generation of consumers. In other words,<b>They are less and less concerned about \"knowledge point\" type marketing routines, and more concerned about whether their own consumption is the mainstream of young people</b>。</p><p><b>02 Thousands of sails pass by the side of the sunken boat, and thousands of trees spring in front of the sick tree</b></p><p><b>The pitiful and sad thing about Ruixing is that he got up early but caught a late market</b>。 Ruixing almost ran through all kinds of games and links of new consumption, but was knocked to the ground due to data fraud, and then fell into a spiral of silence. Now Ruixing can make people feel an effort to begin to pay attention to product upgrades, but it seems too dull in the shadow of dishonesty.</p><p>As we have analyzed earlier, the core reason for the popularity of new consumption is that the brands that originally led new consumption have entered a period of brand aging, at least for the new generation of users, there is no novelty.<b>The more hidden problem lies in the paradox of price structure in catering industry</b>--After the quiet price increase of the original mid-to-high-end catering, the enthusiasm of the new generation for their consumption has weakened, but<b>Actual consumer demand needs new and reasonably positioned products to fill</b>。 The result of the combined efforts of the two is the underlying logic of the popularity of new consumption.</p><p>Under the candle of this logic,<b>Whether Ruixing falls or not, new consumption will be hot</b>, because Ruixing cannot form an absolute head advantage, nor does it form direct competition with brands such as Heytea and Nayuki's tea. It's just that Ruixing's positioning is to directly compete with Starbucks for office white-collar workers, while the new generation of brands care more about harvesting Generation Z.</p><p>But Ruixing, who is burdened with misdeeds, is particularly embarrassed in this feast of new consumption. It can neither tell about its first-mover advantage, nor can it compete with rising stars in the marketing field that it is good at with great fanfare-more importantly, Resources were all lost by the previous virtual fire.</p><p><b>Marketing is the core driving force for new consumption and an important link to consolidate user satisfaction and value</b>。 Ruixing's convergence in this link is actually not worth the candle. In the noisy field, the competition is always about who has the loudest voice. This is the ultimate game of Matthew effect, which is strong when it is strong.</p><p>Compared with rising stars such as Heytea and Nayuki's tea, what Ruixing should review most is its own price strategy and market strategy. It is necessary to harvest white-collar workers, and try to quickly destroy the original ecological and price system in a short period of time with extremely low prices, and then rebuild the whole system. But these new brands told Ruixing that there is no need to make such troubles at all.<b>As long as you take care of your users' face and lining, they will flock to them</b>。 No, even the old Beijing braised food, which is so ordinary that it can't be ordinary, has been said layer upon layer that it can't be done for the sake of face, not to mention that Lanzhou people have taken pains to correct the fact that Lanzhou only has beef noodles but no Lamian Noodles. Of course, these all belong to the \"new consumption\" and \"new brands\" of the old era. How they are reborn in Generation Z is another topic.</p><p>Whether Ruixing falls or not, new consumption will be booming. It's just that without Ruixing's new consumption, people can't help feeling that it's better to come early than coincidentally. But<b>If Ruixing continues to spend like this, there is little chance of a comeback</b>, it is better to re-build a new brand as soon as possible, complete the divestiture as soon as possible, and start over.</p><p>As for<b>Heytea, how long the star effect can last depends on how long users are patient with the Heytea brand</b>。 At a moment when the main line business is in full swing, the decisiveness and intensity of investing in new coffee brands just illustrate Heytea's anxiety. This anxiety comes from at least two aspects. Under the premise of sufficient financial resources, it is not difficult to rebuild a new brand; Secondly, HEYTEA should also have its own hidden worries about the insurance cycle of its own brand. After all, the companies following closely seem to have good growth data.</p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://36kr.com/p/1334691350845442\">深潜atom </a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/3d12f820102df1859c1d25e4011ee104","relate_stocks":{"LKNCY":"瑞幸咖啡"},"source_url":"https://36kr.com/p/1334691350845442","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1116878944","content_text":"虽然中概股在遭遇各种过山车，但现实的投资逻辑却在短期内很难改弦易张。对标国际巨头，打造中国的麦当劳、中国的星巴克的新消费，不仅如火如荼，而且愈加火爆。这种投资的叙事，一点也不新奇，而且是前赴后继的。只是每一次这种脉冲达到一个新高度，大家审视和接受的态度就会显得很新奇。\n但到底谁是中国的星巴克，至少在这个问题上，瑞幸已经栽跟头了。在他身后，是各种马克龙色的新品牌，喜茶、奈雪的茶、茶颜悦色，还有很多在一线城市很火亟待破圈的咖啡品牌，比如火爆上海的那些精品咖啡。\n不久前，资本圈更是传出都没见面喜茶老板就领投这家Seesaw咖啡上亿元的火爆新闻。根据虎嗅的报道，有投资人对此给出解释：“咖啡是消费品领域唯一可以再诞生茅台体量公司的赛道。”\n01新消费火爆的核心是真有人消费\n新消费的火爆背后，有两个核心的支撑点：第一是产品本身的成本极低，第二是要把原本价格极低的产品卖出高价，就必须做足面子，就离不开营销驱动。在铺天盖地的营销攻势下，花几十块钱就能追赶一次时髦和潮流，还能在朋友圈社交装逼，这种消费满足感，对于新消费的核心消费群体来说是物超所值的。\n新消费火爆的隐性原因则在于，餐饮行业已经普遍完成了价格升级。不管是之前被热议的月薪不到八千不配吃西贝，还是大家普遍感知到的价格铺张，这都已经是餐饮行业的现实。在和深潜atom的交流中，牛女士说像南京大排档这种原来定位是大排档的升级版的餐厅，现在也要差不多人均两百，在外面吃饭的成本确实比以前增加了很多。\n来自外卖和电商平台的数据也能说明这一点。螺狮粉的走红，就被解读为因为性价比高，所以消费的人数增加了。是一种为了控制生活成本的妥协。\n那么在这种情况下，无论是和府捞面，还是喜茶这些新消费，都承担了通过做足面子，来为消费“降级”挽尊的功能。店面装修和食物品质不差，依旧在很好的商业综合体中，整个的消费体验并没有“降级”，而且实际的花销并不大。这就是很多人的误解，你觉得年轻人喜欢糖水是一种肤浅，但你根本不懂这种既能满足发朋友圈需求，又能获得超额满足的精明和实惠。\n所以，投资人说的什么咖啡的成瘾性等分析要素，其实都是一种说法而已。像星巴克和麦当劳这种品牌，在国内市场面对的最大问题是品牌的老化。1990年，麦当劳在深圳开设中国区的第一家餐厅。1992年，麦当劳进入北京市场开设了第一家餐厅。 而星巴克则是于1999年1月，在北京中国国际贸易中心开设中国内地第一家门店。\n这些伴随着全球化进入和扩张的品牌，有的已经30岁了。随着本土消费品牌的成长和崛起，这些品牌已经没有了最初的高端大气上档次的品牌内涵。所以，与其说，是要成为中国的星巴克和麦当劳，不如说是要填补这些品牌老化而形成的业态真空。\n新的一代消费者，生长于物质极其丰富的环境下，短视频和社交媒体对于他们是最重要的媒介。他们不再像前一代消费者执着于咖啡豆来自哪里，口感的分级依据是什么，换言之，他们越来越不Care“知识点”类型的营销套路，更在乎的是自己的消费是不是年轻人的主流。\n02沉舟侧畔千帆过，病树前头万木春\n瑞幸的可怜和可悲之处在于，起了个大早，却赶了个晚集。瑞幸几乎跑通了新消费的各种打法和链路，却因为数据造假被打翻在地，而后陷入了一种沉默螺旋。现在的瑞幸，能让人感知到一种开始重视产品升级的努力，但却在失信阴影下显得过于沉闷。\n前面我们已经分析了，新消费火爆的核心原因在于原来引领新消费的品牌进入了品牌老化期，至少对新生代用户而言已经没有新鲜感了。更隐性的问题在于餐饮行业的价格结构悖论——原有的中高端餐饮在悄无声息的涨价后，削弱了新生代对它们的消费热情，但实际的消费需求需要新的定位合理的产品来填补。这两者合力的结果，就是新消费的火爆的底层逻辑。\n在这个逻辑的烛照下，瑞幸跌不跌倒，新消费都会火爆，因为瑞幸形成不了绝对的头部优势，也并不和喜茶、奈雪的茶这些品牌形成直接的竞争。只是瑞幸的定位，是和星巴克直接抢夺办公室白领，而新生代的品牌更在乎的收割Z世代。\n但背负着劣迹的瑞幸，在这场新消费的盛宴中显得格外尴尬，既不能讲述自己的先发优势，也不能大张旗鼓的和后起之秀们在自己擅长的营销领域竞技——更重要的是资源都被之前的虚火败光了。\n营销是驱动新消费的核心动力，是巩固用户满足感和价值感的重要环节。瑞幸在这个环节的收敛，其实是得不偿失的。众声喧哗的场域，比赛的一贯是谁的声量最大，这是遇强则强的马太效应的极致游戏。\n相比喜茶、奈雪的茶这些后起之秀，瑞幸最应该检讨的是自己的价格策略和市场策略。既要收割白领，又试图用极低的价格在短期内迅速破坏原来的生态和价格体系，然后再重建整个系统。但这些新品牌却告诉瑞幸，完全不用这么周折，只要你照顾好用户的面子和里子，他们就会趋之若鹜。那不，就连老北京卤煮，这种平常到不能再普通的食物，为了面子，也被层层叠叠的说的讲究的不能再将就，就更不要提兰州人跟你不厌其烦的纠正兰州只有牛肉面没有拉面这回事了。当然，这都属于旧时代的“新消费”、“新品牌”，他们怎么在Z世代焕发新生，这是另一个话题了。\n瑞幸跌不跌倒，新消费都会火爆。只是没了瑞幸的新消费，让人免不了感慨来得早不如来得巧。但瑞幸再这么耗下去，翻盘的机会不大，不如趁早重新打造新品牌，尽早完成剥离，重新来过。\n至于喜茶，能持续多久的明星效应，还是要看用户对于喜茶品牌的耐心有多长久。在主线业务风正一帆悬的时刻，对于新的咖啡品牌投资的果断和力度，恰恰说明喜茶的焦虑，这种焦虑至少来自两个方面，在资金资源充足的前提下，高举高打再造一个新品牌的难度不大；其次，对于自身品牌的保险周期，喜茶应该也有自己的隐忧，毕竟紧跟在身后的那几家似乎增长数据也都不错。","news_type":1,"symbols_score_info":{"LKNCY":0.9}},"isVote":1,"tweetType":1,"viewCount":1714,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"lives":[]}
