文 | 窄播,作者 | 麻花(北京)一个奶茶品牌想要被人们记住大概有几种方法:要么像蜜雪冰城那样,靠极致性价比俘获消费者,要么像喜茶和霸王茶姬那样,开辟全新品类还拥有高端洋气的品牌营销。但当茶饮战事无限拉长之后,上述做法仿佛只是个开头:喜茶正在对过去一年的疯狂开店和跟随策略纠偏,这多少引来了加盟商的不满;霸王茶姬上市前曾是二级市场人人谈论的当红标的,如今股价相较发行价已接近腰斩;蜜雪冰城依然在继续...
Source Link文 | 窄播,作者 | 麻花(北京)一个奶茶品牌想要被人们记住大概有几种方法:要么像蜜雪冰城那样,靠极致性价比俘获消费者,要么像喜茶和霸王茶姬那样,开辟全新品类还拥有高端洋气的品牌营销。但当茶饮战事无限拉长之后,上述做法仿佛只是个开头:喜茶正在对过去一年的疯狂开店和跟随策略纠偏,这多少引来了加盟商的不满;霸王茶姬上市前曾是二级市场人人谈论的当红标的,如今股价相较发行价已接近腰斩;蜜雪冰城依然在继续...
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