奈雪的深层矛盾在于,在尚未建立如星巴克般的品牌护城河前,奈雪的高端定位与规模扩张存在天然悖论。加盟网络的快速扩张犹如双刃剑,在门店数量增长的同时,管理半径扩大带来的品控风险、品牌形象稀释等问题也随之加剧。近日加盟店营销文案翻车事件,正是这一矛盾的具象化体现。4月29日,一则令人咋舌的加盟店营销事故让奈雪的茶空降微博热搜第二位。事件源于河南驻马店奈雪的茶(玖隆茂店)张贴的一份《重要通知》,竟出现"能...
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