霸王茶姬成了外卖大战里的真“霸王”

蓝鲸财经
21 Jul

可以请代言,但是奶茶不能免费送。“定位先定价,定价定天下”。这是去年底,霸王茶姬创始人张俊杰在一次活动中,谈到品牌定位时的分享。如今,这套定位理论,也使霸王茶姬成为为数不多的,没有彻底卷入外卖大战的主流品牌之一。据招商证券的调研数据显示,受京东和美团的第一轮外卖大战影响,未深度参与活动补贴的霸王茶姬,4月份同店增速约-10%,5月份同店增速约-6%。虽然开始止跌回暖,但是对比行业内大部分玩家双位数...

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