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2023-09-04
第一次遇到买杯咖啡要等两个小时的情况
以酱香咖啡之名：茅台与瑞幸咖啡各取所需
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}\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: 11px; color: #7E829C; margin: 0;line-height: 11px;}\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\">\n以酱香咖啡之名：茅台与瑞幸咖啡各取所需\n</h2>\n\n<h4 class=\"meta\">\n\n\n2023-09-04 16:06 北京时间 <a href=https://wallstreetcn.com/articles/3697090><strong>华尔街见闻</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>继“第一口”LV之后，白酒行业的奢品贵州茅台也盯上了咖啡赛道。9月4日，由瑞幸咖啡与贵州茅台合作推出的“酱香拿铁”在全国的瑞幸咖啡门店上市销售。同日，瑞幸咖啡正式宣布与贵州茅台达成战略合作，成为首个与贵州茅台达成战略合作的中国连锁餐饮品牌。公开信息显示，“酱香拿铁”的零售价38元/杯，使用相关优惠券后到手价约19元/杯。据介绍，酱香拿铁使用白酒风味厚奶 ，该饮品的酒精度数低于0.5%vol。近年来...</p>\n\n<a href=\"https://wallstreetcn.com/articles/3697090\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/041d6193f9b90bd606b5c08eebaf9b57","relate_stocks":{"600519":"贵州茅台","LKNCY":"瑞幸咖啡"},"source_url":"https://wallstreetcn.com/articles/3697090","is_english":false,"share_image_url":"https://static.laohu8.com/cc96873d3d23ee6ac10685520df9c100","article_id":"1155128192","content_text":"继“第一口”LV之后，白酒行业的奢品贵州茅台也盯上了咖啡赛道。9月4日，由瑞幸咖啡与贵州茅台合作推出的“酱香拿铁”在全国的瑞幸咖啡门店上市销售。同日，瑞幸咖啡正式宣布与贵州茅台达成战略合作，成为首个与贵州茅台达成战略合作的中国连锁餐饮品牌。公开信息显示，“酱香拿铁”的零售价38元/杯，使用相关优惠券后到手价约19元/杯。据介绍，酱香拿铁使用白酒风味厚奶 ，该饮品的酒精度数低于0.5%vol。近年来，“难入寻常百姓家”的奢侈品牌纷纷盯上了现制饮品赛道。前者觊觎咖啡、新茶饮们在年轻群体中的话题度和曝光，而后者则寄希望于借奢侈品牌给自己抬一抬“位分”。今年6月，LV与Manner、PLUSONE和METALHANDS三家咖啡品牌合作打造限时联名书店；更早在去年9月，LV就与Manner联合推出LV秀场定制款咖啡杯，为后者的2023春夏男装秀造势。相比之下，超万店规模的瑞幸有更密集的门店、更好的线下曝光，也有更高的话题度。截至今年上半年，瑞幸咖啡门店总数已达10836家，累计消费客户数突破1.7亿。而在小红书上，截至9月4日，“瑞幸咖啡”的词条浏览量超过6亿，而Manner咖啡的相关词条普遍不到1亿。在贵州茅台IP的加持下，“茅台咖啡”词条的微信指数热度也已经翻了3.5倍，与Manner相当。在营销驱动增长的快消领域，瑞幸的品牌运作动作不断，而这一系列操盘手大概率指向了瑞幸联合创始人、首席增长官杨飞。杨飞在加入瑞幸之前为陆正耀“神州系”神州优车集团的CMO，在其操盘下，神州专车提出“安全专车”的差异定位，仅用一年半时间使得神州专车成为占有率超40%龙头品牌。而在瑞幸，杨飞则是在暴雷事件后唯一留下的陆正耀旧将（钱治亚和刘剑被免职），在瑞幸“品运合一”的策略下，用一系列品牌运作动作带动瑞幸保持增长，换句话说，杨飞既负责花钱，又负责挣钱。在这一品牌策略下，相比将奢侈品品牌的代表元素（LV的Logo、Fendi的代表色）印上杯面，瑞幸更想让代言人或是合作IP与自家产品进行绑定。比如谭松韵主推樱花系列、谷爱凌则主推蓝丝绒拿铁，谷爱凌同款的丝绒拿铁在几天内就创下300万杯的销量。这也是瑞幸此次与贵州茅台合作推出“酱香拿铁”的核心逻辑——在品牌之外，更在意借助茅台品牌带货的销量。在瑞幸的步步紧逼下，星巴克的应对则稍显乏力，今年上半年，星巴克中国的营收刚刚被瑞幸所超过。","news_type":1},"isVote":1,"tweetType":1,"viewCount":259,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":398126153,"gmtCreate":1606841770572,"gmtModify":1703844895599,"author":{"id":"3473683310867355","authorId":"3473683310867355","name":"二维","avatar":"https://static.tigerbbs.com/a81d9d15cc54fe91af24456af3fbd87c","crmLevel":2,"crmLevelSwitch":0},"themes":[],"htmlText":"<a 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