详情    <p>&nbsp; &nbsp; &nbsp;“酱香拿铁”单日破亿，现象级联名爆款</p><p><br/></p><section><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; visibility: visible; box-sizing: border-box !important; overflow-wrap: break-word !important;">&nbsp; &nbsp; &nbsp; &nbsp;近日，贵州茅台与瑞幸咖啡联合推出“酱香拿铁”的消息刷屏朋友圈，引爆微博热搜，瑞幸咖啡官方发微博称，酱香拿铁刷新单品纪录，首日销量突破542万杯，酱香拿铁首日销售额破1亿。</p></section><p><br/></p><p style="white-space: normal; text-align: center;"><img src="/ueditor/php/upload/image/20230907/1694057479969592.jpg" title="21694056449009_article2_1142.jpg" width="524" height="311" style="width: 524px; height: 311px;"/></p><p style="white-space: normal;">&nbsp; &nbsp; &nbsp; &nbsp; <span style="color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif; letter-spacing: 0.544px; text-align: justify; background-color: rgb(255, 255, 255);">瑞幸咖啡是中国咖啡连锁店的企业，其品牌和规模都在不断增强。截至2023年第二季度末，瑞幸咖啡门店总数已达10,836家，累计消费客户数突破1.7亿，第二季度总净收入达62.014亿元人民币。茅台和瑞幸的此次合作，可以说将成为品牌联名的一次标志性案例，这杯“咖啡+美酒”的现制饮品，不仅成功创造了爆款、带动门店销量，而且强势的传播力度和所引发的市场反响，再次提升了品牌的价值，给消费者提供了一种全新的产品体验，也将带来新的消费趋势，开拓市场新机遇，激发双方企业的活力。</span></p><p style="white-space: normal; text-align: center;"><strong><span style="color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif; letter-spacing: 0.544px; text-align: justify; background-color: rgb(255, 255, 255); font-size: 18px;">源于高品质理念，达成品牌战略合作</span></strong></p><p><br/></p><section><section><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; box-sizing: border-box !important; overflow-wrap: break-word !important;">&nbsp; &nbsp; &nbsp; &nbsp;瑞幸咖啡宣布与贵州茅台结成战略伙伴关系，成为与贵州茅台达成战略合作的中国连锁餐饮品牌。瑞幸咖啡和贵州茅台都是中国知名消费品牌，双方能达成合作，毫无疑问是消费行业的一次大事件。在“瑞幸×贵州茅台”战略合作签约仪式上，两家公司共同推出了全新产品的“酱香拿铁”，将53度的贵州白酒的酱香与咖啡的醇香融合在一起，为喜欢咖啡的人带来一场酒香和咖啡的盛宴。</p></section><section><section><img class="rich_pages wxw-img" src="/ueditor/php/upload/image/20230907/1694057479102036.jpg" alt="图片" width="440" height="208" style="margin: 0px; padding: 0px; outline: 0px; vertical-align: middle; width: 440px; height: 208px; box-sizing: border-box !important; overflow-wrap: break-word !important; visibility: visible !important;"/></section></section><section><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; box-sizing: border-box !important; overflow-wrap: break-word !important;">&nbsp; &nbsp; &nbsp; &nbsp;瑞幸咖啡董事长兼表示：贵州茅台始终坚持匠心品质’的质量理念，这与瑞幸咖啡品质至上的核心价值观不谋而合。针对新产品“酱香拿铁”，他指出，此次双方战略合作的出发点，为消费者带来更好的体验和更好的产品和服务。在过去的几个月里，两家公司的团队紧密配合，齐心协力，对产品进行了多轮的检验与优化，最后终于推出了一款名为“酱香拿铁”的咖啡，这也是两家品牌匠心品质与创新精神的完美结合与体现。可以看出，作为两个来自于不同行业的品牌，瑞幸咖啡与贵州茅台有着相同的品质追求。</p></section><p style="margin-top: 0pt; margin-bottom: 0pt; line-height: 1.7; text-align: center;"><strong><span style="color: rgb(44, 62, 80); font-size: 18px;">阶层反差，产生破圈效应</span></strong><img class="rich_pages wxw-img" src="/ueditor/php/upload/image/20230907/1694057479589019.jpg" alt="图片" style="color: rgba(0, 0, 0, 0.9); letter-spacing: 0.544px; margin: 0px; padding: 0px; outline: 0px; vertical-align: middle; width: 607px; box-sizing: border-box !important; overflow-wrap: break-word !important; height: auto !important; visibility: visible !important;" width="607" height="418" title="图片"/></p><section><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; box-sizing: border-box !important; overflow-wrap: break-word !important;">&nbsp; &nbsp; &nbsp; &nbsp;&quot;酱香拿铁&quot;之所以能在这么短的时间内火起来快速出圈，产生破圈效应是来源于阶层的反差感和从未有过新鲜感。首先咖啡在年轻消费群体高知名度，茅台在中老年消费群体的高认知度，而且源于茅台自身在国内很高的品牌知名度，茅台酒与咖啡的话题冲突引起了很多人的好奇，点燃了许多人的猎奇心理。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; box-sizing: border-box !important; overflow-wrap: break-word !important;">&nbsp; &nbsp; &nbsp; &nbsp;贵州茅台在国内可以说是家喻户晓的，无论是在酿造，存储，还是在酒瓶的设计上，它都具有很高的知名度。在收藏家看来，贵州茅台既有收藏价值，也是一种很受欢迎的投资产品，所以他们的顾客大多高端消费群体，喝茅台，就成了一种身份与地位的标志。而这一次，与瑞幸咖啡的合作，让两个圈层互交，年轻人能够消费得起从前消费不起的东西，引爆了互联网的社交属性。品牌能够大范围出圈的关键的点，在于强强联合，而且是双双在不同领域。两个品牌联名，看重势均力敌，也看重交换影响力和流量池。</p><section><section><section><section><section><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; box-sizing: border-box !important; overflow-wrap: break-word !important; text-align: center;"><em style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important;">END</strong></em></p></section></section></section></section></section><p style="margin-top: 10px; margin-bottom: 10px; padding: 0px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; font-size: 17px; color: rgb(34, 34, 34); letter-spacing: 1px; text-align: center; line-height: 2em; box-sizing: border-box !important; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif; letter-spacing: 0.544px; color: rgb(204, 0, 0); box-sizing: border-box !important; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; letter-spacing: 0.544px; box-sizing: border-box !important; overflow-wrap: break-word !important;">CRFE2023北京国际连锁加盟展览会</strong><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; letter-spacing: 0.544px; text-align: justify; box-sizing: border-box !important; overflow-wrap: break-word !important; word-break: break-all !important;"></strong></strong></p><p style="margin: 0px 8px; padding: 0px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; font-size: 17px; letter-spacing: 0.544px; color: rgb(34, 34, 34); font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif; text-align: center; line-height: 2em; box-sizing: border-box !important; overflow-wrap: break-word !important; word-break: break-all !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; letter-spacing: 0.544px; color: rgb(204, 0, 0); box-sizing: border-box !important; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; word-break: break-all !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; font-size: 15px; box-sizing: border-box !important; overflow-wrap: break-word !important; word-break: break-all !important;">展会时间</span></strong></strong></p><p style="margin: 0px 8px; padding: 0px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; font-size: 17px; letter-spacing: 0.544px; color: rgb(34, 34, 34); font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif; text-align: center; line-height: 2em; box-sizing: border-box !important; overflow-wrap: break-word !important; word-break: break-all !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; letter-spacing: 0.544px; color: rgb(204, 0, 0); box-sizing: border-box !important; overflow-wrap: break-word !important;">12月01日—03日</strong></p><p style="margin: 0px 8px; padding: 0px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; font-size: 17px; letter-spacing: 0.544px; color: rgb(34, 34, 34); font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif; text-align: center; line-height: 2em; box-sizing: border-box !important; overflow-wrap: break-word !important; word-break: break-all !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; letter-spacing: 0.544px; color: rgb(204, 0, 0); box-sizing: border-box !important; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; word-break: break-all !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; font-size: 15px; box-sizing: border-box !important; overflow-wrap: break-word !important; word-break: break-all !important;">展会地点</span></strong></strong></p><p style="margin: 0px 8px; padding: 0px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; font-size: 17px; letter-spacing: 0.544px; color: rgb(34, 34, 34); font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif; text-align: center; line-height: 2em; box-sizing: border-box !important; overflow-wrap: break-word !important; word-break: break-all !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; letter-spacing: 0.544px; color: rgb(204, 0, 0); box-sizing: border-box !important; overflow-wrap: break-word !important;">中国国际展览中心（朝阳馆）</strong></p><p style="margin: 0px 8px; padding: 0px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; font-size: 17px; letter-spacing: 0.544px; color: rgb(34, 34, 34); font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif; line-height: 2em; box-sizing: border-box !important; overflow-wrap: break-word !important; word-break: break-all !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; letter-spacing: 0.544px; color: rgb(204, 0, 0); box-sizing: border-box !important; overflow-wrap: break-word !important;"><img src="/ueditor/php/upload/image/20230907/1694057480461429.png" title="61694056583638_article6_1146.png"/></strong></p></section></section><p><br/></p>
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