新茶饮江湖,营销与供应链“暗战”

国际金融报
10 Apr

品牌联名不断、营销推广变多、明星代言频现……这是新茶饮市场自去年以来传递给外界最直观的体验。  2024年,新茶饮市场竞争态势发生显著变化:“闭店潮”不断,各大品牌不再单纯聚焦于门店数量的扩张,而是注重经营能力提升,并开始重视品牌知名度和美誉度。  距离巴黎奥运会尚有3个多月时,霸王茶姬便官宣网坛新星郑钦文担任品牌首位 “健康大使”,后续郑钦文的赛场夺冠为品牌带来一大波流量。  人气和实力兼具的...

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