界面新闻记者 | 李烨

界面新闻编辑 | 牙韩翔

mianduichayinsaidaodeneijuan，zhongyuyoutoubupinpaizhanchulaishuo“bu”。

9yue18ri，xichaxiangshiyehehuorenfabuleyifengmingwei《weiyonghuchuangzaochayihuadepinpaihechanpin》deneibuxin。xinzhongxichabiaoshi，xingyedetongzhihuajingzhengchixuxiaohaozhexiaofeizheduichayinchanpinhepinpaidereqing，mianduizheiyijushi，xichajueding“buzuotongzhihuachanpin、buzuodanchundedijianeijuan”，jiexialaijiangtuichugengduojuyouchayihuadechanpinyupinpaihuodong，yicizaidujiqixiaofeireqing。

juticuoshishang，xichajianghuijiadatouruzaipinpaiyuchanpinliangfangmian，baokuopinpaishejiyubaozhuang、pinpaihuodongneirong、mendiankongjian、zhoubiandeng；chanpinyejiang“buhuigenfengxingyeremenpinlei，xinpinbuzaizhongfumuqianjiyoudechanpinjiegou”，ershizaijiankangchayindefangxiangxia，tansuogengduochayihuachanpinyupinlei。

zheiyipinpaixiayijieduandezhongxin，yecongqiuguimozhuanyizhiqiuzhiliang。“jiexialaidejigeyuejiangyangebakongkaidiansuduyushuliang，yankongmendianjiami，yiyonghudetiyanweichufadian，qieshitishengkaidianzhiliangjixianyoumendiandeyunyingpinzhi。”xichazaixinzhongbiaoshi。

rujinzhongguochayinxingyedejingzhengcongjuanguimo、juanyingxiao、juanjiagemanyanzhijuanyuancailiao。

guimofangmian，mixuebingchengzhaogushuxianshijiezhi2023nian9yuemoyitupo3wanjiadian，weichayinxingyemendianshuzuiduodepinpai。qiyuchayinpinpaiyeyujinliangniankaifangjiameng，baokuonaixuedecha2023nian7yueqidong“hehuorenjihua”，er2022nianzhiqianjianchizhiyingdexichayeyudangnianxuanbukaifangjiameng，2023nian3yuexuanbukaifanghaiwaijiameng。

ciwai，lianmingyingxiao、dijiayedouchenglechayinpinpaimenjingzhuxiaofeizhedefangshi。juyunlve《2023xinchayinxingyeshemeiyingxiaodongchabaogao》，jiezhi2023nian9yuexinchayinpinpaipingjunyuelianmingcishuchao20ci。duogepinpaituichu10yuanyixiachanpin，yuanxian30yuanzuoyoudexichajiageyeyijiangzhi15yuanshangxia。jiankangxiaofeiqushixia，qiangdiaoyuancailiaodejiankang、wutangyeyijihuchengweimeikuanchanpinshangshizhishibixuqiangdiaodefangmian。

jiamengrangxichayiduzoudehenkuai，congguoqudecuoshilaikan，tayezaifanfuhengliangyuchangshi。

xuanbukaifangjiamengshi，xichademendianjinbudao900jia，houxudegongchenglvedilingqimendianshuliangzai2nianjianfanle4bei，juxichaneibuxinpilu，muqiangaipinpaimendianyijingtupo4300jia。buguoxiangjiaochuqi，tadekuozhangsuduyimingxianfanghuan，yiqi2022niandiyue850jiamendianzongshujisuan，2023nianxichaxinzengmendianshuliangwei2350jia，2024nianmuqianweizhidexinzeng，juxichashuju，zewei1100jiadian。

huoshiduijingzhengdejinshen，zaicicizhengshixuanbuqian，xichayijingqidonglexiangduiwushidecelve。

一个例子是2023年11月喜茶在广州万菱汇开出一家茶坊业态的新店，gaidianjiyuxichayuanbenzaizheilidebiaozhundianzhi，tayebingweigongbuduizheiyiyetaidegengduojihua。zuoweiduibidezeshigaipinpaizai2022nianzhiqiandegaojugaoda，zhishaozaineizhiqian，tadouxihuanzaigedayi、erxianchengshidehexinshangquankaishehuayangbaichudezhutimendian，ercongneiyiniankaishi，baokuoxichashouzuo、xichalabdeng“hualihushao”dedianxingyibeixichamomoshousuo。

jiexialaidexichayaozhuiqiuchayihua，tazanweitoulugengxiangxidecuoshi，jinbiaoshi：“jujiaozaizijishanzhang、yonghuyeyouxuyaodedifang。”

qizhongyigefangxiangshizhiwucha。chenzhejiankanghuafengchao，xichazaibaliaoyunhuiqijiantuichujiyinyinpin“duoguanxianticha”，yuanliaoshangqiangdiaocaiyongyuyiganlan、qiyazi、shuiguodengshicai，jiehexichazijidechatang，wuxiangjing、direliang。xichabiaoshi，gaikuanchanpinzongxiaoliangyichao870wanping，weixingyeyanfaxinfangxiang。

此外，通过更深度的营销活动提高用户黏性也是喜茶提升品牌力的方向。内部信中喜茶特意提及了今年的“光与夜之恋”联名yubalikuaishanhuodong。yiqianzheweili，xichamendianzaigaihuodongqijiancengbeijibao，shourijiuleijisongchuchao138wanfenlianmingzhoubian——xinchayinxiaofeizheyuyouxiyonghudegaoduzhongdieshigaihuodonghuobaodegenbenyuanyin，erweilairuhetouguoleisideyonghuhuaxiangzuochugengduoshencengcideyingxiaohuodong，jiangshixichaxiayijieduandeyiti。

tongshi，zuoweizhongguoneijuanzhixiadexinzengliang，xichahaijiangjixukaituohaiwaishichang。xichaxiaochengxuxianshi，muqianyizaixinjiapo、yingguo、meiguo、aozhou、hanguo、malaixiya、jianada7geguojiabujumendian，gongjiyikaichu103jiamendian。gaishuzijuliqi7yueshiyikaide22jiadianyiyoulexiangdangdejinzhan。