文 | 雷报 青崖

bianji | nuerhahachi

jinri，shangshixinchayinpinpairuixingkafeifabuledisanjiduyejibaogao。

zaoxieshihou，zaifenxiruixingkafeibannianbaoshi，leibaotidao，kafeisaidaozhongqiangyoulidejingzhengzhexiangduijiaoshao，ruixingdeshichangzhanbijigao。danshoudaokudikafeipoweijijindemendiankuozhanghebujihouguodedaguimojiagezhan，ruixingzai2024nianshangbanniandeshouruduanxianzhuchengya，guimujinglirundiefugaoda50%。

shangbanniandeyejiyerangxuduoyeneirenshiweiruixinggandaodanyou，renweiruixingzhengzaiweijuanru“jiukuaijiu”jiagezhanfuchucantongdaijia，yishijianchangshuaishengbuduan。

shijianlaidaodisanjidu，ruixingdejijianpinpaidashijianjielianfasheng，biaozhixingde20000jiadibiaoxingmendianluodi，ruixingkaishijinjunshouchongkafeilingyu，bingzaidingjiashangjixujuanxingjiabi；shunshouzuoqile“chayin”，guanxuanliuyifeiweiruixingkafeiquanqiupinpaidaiyanrenjichayinshouxituijianguan；lianming《heishenhua：wukong》baodan，tuichude40wanfen3dxiandinglianminghaibaogangshangxianjiushouqingbingfabubuhuotongzhi，daidongdangrigujiaqiangshishangzhang……

zhongzhongxiaoyingxia，ruixingzaiq3jiaochulefeichangliangyandechengjidan，danjijingshourushoucipobaiyi，yueweixingbakezhongguodeliangbei，tongshi，ruixinghaiqudelechuangjiludeyingyelirun，bingbaochizhejiankangdelirunlv。

neime，jutilaikan，disanjiduruixingcaibaoyoushenmezhideguanzhudeshuju？zaiciqijiangongxianleshenmebiaoxiankequankediandeipyingxiaoanli？xinchayinipyingxiaolingyushifouhaiyoushenmexinqushi？benwenjiangtongguofenxiruixingdeq3caiwushuju，yijixiangguanyingxiaodongxianglaiyikuijiujing。

单季狂赚13.03亿元，瑞幸开始“不务正业”？

disanjidu，ruixingdeyejipoyouxie“kuazhang”。q3zongjingshouruwei101.81yiyuanrenminbi，tongbizengzhang41.4%，danjijingshourushoucipobaiyi；danjijinglirunyegaoda13.03yiyuan，zhijiezhandaolejinniansangejiduzongji20.91yiyuanjinglirundeliuchengzhiduo，jiaoqunianq3zengzhang31.8%。

zaidisanjidu，ruixingjingxinzengmendian1382jia，zongshuda21343jia。qizhongbaokuo13936jiaziyingmendian，yiji7407jialianyingmendianshu。yucitongshi，ruixingdeq3yuejunjiaoyiyonghushuwei7985wanren，tongbizengzhang36.5%，leijijiaoyiyonghushuchaoguo3yiren。

chixutuodianxia，ruixingq3haiyoulianggexindongzuo，qiyi，shijinjunshouchongkafeilingyu。juxi，ruixingzaidi20000jiamendianzhongtuichudexiandingchanpinbaokuo2kuanshouchongkafei，dingjiayijiuqinmin，danzheiyibojuandejiubujinshishulianghejiage，yeshipinzhihefuwu，daibiaolekafeiwenhuazhonggenggaoduandegongyihepinzhiyaoqiu，zheihuoxuyeshiruixingxianggaoduanshichangjinjundexinhao。

qier，ruixingkaishizuo“chayin”。ruixingzaishuqituichuleqingrucha、ningmengcha、yezhishuidengchanpin，jingyingqilexinchayinshichangdegaoshinengpinlei。sihuduiruixinglaishuo，keyi“kafeihua”depinleidoukeyitansuohechangshi，yenengtuozhan“qingka”pinlei，jiangkafeizuodegengqingliang。

yidingchengdushang，zheihuoxudaibiaoleruixingshitudazaoxianzhiyinpinsaidaozonghepinpaideyexin。

guojiyewufangmianyeyouxinxiaoxi，ruixingziquniankaishibujuhaiwai，bingjiangxinjiapozuoweiqidian，jinnianq3ziyingdiandezongshuyijingzengjiazhi45jia。ruixinghaizaicaibaozhonggongkailechouhuajinjunmeiguoshichangdexiaoxi，biaoshijianyumeiguokafeishichangdechengshudu、baoheduhejingzhengli，dasuanjinshenkaolvbingzunxunjilvzhixingjihualaizhidingkuozhancelve，zheiyetouluchuleruixinghuoxudasuanzaihaiwaidachudijiapaideqianzaixunxi。

Q3花5.89亿做营销，将联名+推新做出“常态化”

leibaocenggenjushangshixinchayinpinpaidebannianduyejibaogao，zhongdianshuliguodangxiachayin/kafeijutoumenzaiipyingxiaolingyudetouru。2024nianshangbannian，ruixingkafeidexiaoshouheyingxiaofeiyongwei7.58yiyuan。

erzai2024nianq3，ruixingkafeidanjidudexiaoshouheyingxiaofeiyongdadaolejingrende5.89yiyuan，jiejin6yi，zhanzongyingshoudebizhongyezengzhangzhi5.8%。

chaogaodeyingxiaofeiyongzaiiplianmingpinlvfangmianchengxiandeshifenmingxian。juqileibaobuwanquantongji，jinnianyilairuixingzhishaojinxingle21ciiplianmingyingxiao，zaiquanguodezhuyaochayin/kafeiqiyezhong“yaoyaolingxian”。

qizhong，q3yuguochan3ayouxidazuo《heishenhua：wukong》（muqianxiaoliangyichao1800wantao，zongshouruchao60yirenminbi）delianminghezuoshiruixingjinnianiplianmingzhongwangluoshengliangzuidadeyici，weibohuatiyueduliangda7296.3wan，shenzhichaoguolenianchuyuguizhoumaotailianmingderedu；xiaoshoucengmian，suiranmeiyoufuxianjiangxiangnatiedangtian1yixiaoshouedexianxiangjianli，danzaiyouxixiangguanquancengliyechanshenglejidazhendong，shouriduanhuo、xiaochengxutanhuan、mendianyongji，doufanyingchule3ayouxiipshouzhongbusudegoumaili。

sanjidu，ruixingdelingyigeremenlianminganlishiyutaiguotianpindianbutter beardeipxingxiang“huangyouxiaoxiong”delianming，huatidufangmian，#huangyouxiaoxiongkafei weibohuatidengshangresoudisi，douyin#daizheruixinghuangyouxiaoxiongguoshiyi huatiyouchaoguo6000wanbofang；xiaoliangfangmian，“xiaohuangyou”xiliexinpinshouzhouxiaoliangtupo1333wanbei。

zheixiechuquananliduoshaoyouxiegongtongdian。qiyi，shiruixingdelianmingipsheliefanweiguangfan，changchangnengjishizhuazhulianmingipleibiedekongque，liruhehuangyouxiaoxiongdelianming，ruixingxuanzebaifenbaihaiyuan“3d”xiaohuangyou，zaizhongduo2dlianmingzhongtuoyingerchu，yetianbulezheiyibufenlianmingdekongque。

qier，shixuanzeleqiaomiaodeshijianjiedian，zaixiaofeizheduiipdeqidaizhihegoumaiyudadaodingdiandeshihoutuichulianminghuodong、yinbaohuatidu、diaodongxiaofeireqing，liruheheiwukongdeliandonghuodongxuanzezaiyouxishangxianqianyitiankaiqi，hehuangyouxiaoxiongdelianmingchanpinzexuanzaileguoqingqianyitianshangxian。

qisan，shiruixingduiiplianminghuodongliuchengdechengshubakong，zaixianshang、xianxiadequanqudaofugai，lianmingchanpin、kuaishandian、xianxiahuodongquanbuyicixingpukai，diyishijianchudaxiaofeizhe。

ruixingdezheiyitaodafashichangbeitongxingjiejian。qunianjiangxiangnatiedahuo，jiudaidongleyidapipinpaizhengxianglianmingjiuleipinpai，danmeiyouyijianenggouchaoyueruixing。guigenjiedi，bushaopinpaizuoiplianming，jiushijiangqidangchengyicidandiandeyingxiaohuodonglaizuo，meicidemubiaohemoshidoubujinxiangtong，hennanchanshengshijidezengzhangxiaoyi。

erduiruixinglaishuo，iplianmingshiyigezhangxianshengyi，zuizhongmudeshijishangshiweiletuiguangxinpin，zairuixinggaopintuixin、“juan”dikedanjiadechanpinsiluxia，lianmingshengyiduiruixingdeyejizengzhanggongbukemei。genjujihaishujujiance，ruixingcong2021niandao2023niansannianjian，shangxinpinlvfenbieshi2.2kuan/zhou、1.5kuan/zhou、2kuan/zhou，erxingbake2021nianhe2022niandeshangxinpinlvfenbieshi0.7kuan/zhouhe0.6kuan/zhou。

xianzaide“xinchayin”men，youdeyijingyishidaolezheiyidian，youdeyijiujianglianmingdangchengduanqidedandianshijianzaizuo。juleibaobuwanquantongji，baokuoguming、hushangayi、xicha、bawangchaji、chayanyuese、cocodouke、kudikafeidengzaineide13jiachayin/kafeipinpai，nianneileijiyou106qiiplianmingyingxiaoshijian。

qizhong，lianmingshuliangtop5depinpaifenbieshiruixing（21qi），ningji（14qi），lelecha（13qi），naixuedecha（12qi），xicha（11qi）。qitapinpaidelianmingyingxiaoshijianjiaoshao，shijianjiedianyejiaoweifensan，meiyouxiangduigudingdelianmingjiezou。

zheixiepinpaihuodongzhong，henduolianmingyingxiaoyijiutingliuzaijiangyiyouchanpin“jiupingzhuangxinjiu”decengmian，lirunaixuehehaliboteipdelianming，jiushijiangbaqimeimeitao、baqizhishiputaodengyuanyoudexianguochachanpin，zhuangjinhuogewocisidaxueyuandelianmingyinpinbeizhongjinxingshoumai，keguanlaikan，zheiyangdelianmingmaidehaishi“ip”，erbushiyinpin。

yinci，zhenzhengzuodaoyifengkuangdepinlvlianming，bingqiemeicilianminghainengtuichuquanxinchanpinde，haishizhiyouruixing，zheiyelibukairuixingqiangdadechanpinyanfanengli。

bunanfaxian，ruixingzuoyingxiaodedicengluojiqishiyouxiexiangdianshangpingtaiduiyucduandedafa。lirutaobao、tianmao、jingdongdengpingtai，jiujiangbaokuoshuang11zaineidegegegouwujiediandeyingxiaohuodong，zuochenglezhangqide、xitonghuademoshi。zheijiuheruixingdedafaxiangsi，doushizuo“changtaihua”deyingxiaohuodong，zuizhongdaidongdeshichanpindezhangqixiaoliang。

bijing，“baokuan”zongshikeyubukeqiude，jinjinzuochujigebaokuanyingxiaoanlibingbunengdaidongzhangjiudexiaoliang，ruixingzaizuodezheizhongzhangqi、wending、shizhongwei“tuixin”zheiyigemudefuwudeyingxiaohuodong，cainengzhenzhengshixianzaiyejicengmiandetizhen。