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1、2024CCFA新茶饮创新案例集中国连领经詈协会CCmOnaChnStore&Fr三ncHAsocMx2024$4d&奈雪八香可以喝的香水2023UUQAB1.Ij-eHu,aC1.iQy8ae0h1.i-tue-1.diAB;e,oOfABicf,uABMhoeeAc4=K1.一ceIMA-HvwQye,-yzMA,-1.ycAV1.euGCEoe,fiEf1.sbK-,1.u%0eEAP1.ECf4S,T1.,SfcrK616yoee1.=zCE6E06jA0eY1.eu-+aBce“01.Q6r+3B”E1.E,.fiG的-OceefcCE6”总:0A行目VD1.eJ1.C赵口-A*,Y
2、QA1.f1cgyffip0E巨BQG6。Z-Q1.6。1.,CE6-.y,*!、ABic$%#d?$Y%I.eu,ffip&ToC)ketihvw*5xyz+Xo-+3IBbGOCE赵-,I6NQCSuO51.NE61.oI-aB7o)PI.tiJ-o1.SNh1_99:;3MC31.*57ABCICEF?GH1.feKN*6hpq6ti1.JT)z,KH81.MNA3一否一KTeiiOrPi,K89-4QpR3cicn0-QaatavwtMaMw奈雪的茶控股有限公司于中国新式茶饮行业市场地位确认证书证Nte弓:C1C-2023-294986霸气香水葡萄首创者9:C1.C的阳8蠲三iOthR
3、发机IgachIU力IMKKiim:202w227AB八STUKNn:opSVYZ1.aK1.)*(三)QREETUVW%_NroQAB#zci1.aeNuue,?CQiSTug$%fibeZcipn:fQgh1.)*z7rz,1.%ijICIe1.-gh1.amno1-56*789:j*,(=ABCDFGbT-oOpI%ofH*hpq1.2Dz+zY4-fficj1.q#uur-aven=1.us%GtCOPIJofni+1.X#%:AumPyS,*61.qw0vx%,*S%y,Y+1.$%WXHT6(g)+1.1.1. 1.*I:2JvxO,*%y-*zf11-*-叵Z1.,*qXoE*+
4、NOOk%yh$%UB+*C#回C6a,ffi)1.)*V2)*h1.*%yAJUMpqK#Pycessoei,w07aao-+-1.oY.Tdna(:e#1.VeeeSQyrv*6Q1.OceIITVUK6ff6fi-fy*K6ffi)6oua“1.)Cvot1.h%JhW6Q(回3tzW。6夕”VVQ一,u6YQ+*G点事/E-*1.Vv,Fig:Qe:6wGTJ(三)1.o4y6iicjbu1.u%K5+Y1e回CxcM,51o-0yvx%I口1.s01.iiKQf1.YOCb”t1.z1.m,MGy1.oKSi/u1.O:d0%offiNio),ea-$%OBYvx%O11+CCHJ,
5、1.3.81/Uae*fcziiftboe与QS0厂6化U后N1.)aoIOQ-6o*oua$%KQ+*rcOzi=D.VXyN-%ya1.AV。$丁口),1.%0f66V.fv1.%hvwS0-oAou1.B6o-i6jK-11QM(%*1.a%n:1.r-Zc2. +*-z=*ECI*x%.K1.eANffiEQt+*Cyv%1.%y)ipYad.e-oeoetKaeyqTtioeoeu1.*S%UBoK三层结构全新:整体也arR二当工序,种一nfI“oO事.=二#yPQt5viOXreceAnc)eu$J-CEva?3,3qAQtifq.WEE3Ncej,ys2oeii-Hny,*yet
6、?0%2A一*Ju=yJfioeu,AySfiIEO51,2一9口/unna?aeAfif卷一一Z1.oeAZs20%,IeQ,FiOceenfry口n0nT7aoS/*口事,F1.丰-f1.20M人让小Q,。X起Fi.1f。ZVhCEAOFi1.OoPUe;U,oEetaES0ffio,ACa*,V-Toy0z(IEaenO,AE,YI-fioeauuCc,rYn2fiof0Q2yEInI人人3.70&事。141.11111八2;|7ceAxjJ1AEO仅G-6&rT“一+白6“i-NA#u61ptO:。ffiv01.I-C6$%uOuaEN,23,JC11u6.fffi?_nSG:/?.J
7、RSTxyzSiRO*hn%hu6-T0$%WX3#nA-2刍_Riiafs%GtOPIJoP,at)*Efi12-Ti2O,C0;-4人q中Y-C事1.2oexyzFFi2V)e?I-AO一vt31nIE*Z,+Z2ary.T;ABy%,JoOCDeE20004*%o1-36*1.3JK2*1.MNO,rWRST$VW,ToOI2012U,60k3uFG0D1.-2J*HpQ1.CE入口iiFG,cCHxyzn%g=Io2022U,Cjztgtioejoe0q0%gY-Q6N3.8分i3cen6,u+1-FGgEn启Nf.一gii8n6十EV-bq。3.8P/100QRSSgTUnNce,i
8、Hg*hS%x,v,I1.nFceoa-w.NPgoe1.21HnEV*hoeWXSoiO*HpqSTUapFes.Nooe一0,ZIh7.N9MF8nI匚一3o1.5w10,UM*hh%nYXw.fxy=IrEF-oeYa71巨3.8a4aoeJ人_*111旺oenX$oToC)S)+Au11ir6fgCSOtm*KnFoe,1.-3.8oenIScR)3ta,eaiugH7Tfi11T0fifi,3.8a,aoeSNn%go+3.8a0eb1.ugceonGH=yHX*5%pcQ.figUv62-o60-qj*qAWnU*c1Cg,2YOnu67nCgEsW,%iUT8/nsW2j.-Or
9、K;E30WoU,*%ifiUYD.1/11-2/3U,Cg),EeOn%ifiUS2ffi2sf1.4824EsW%ifiU-T,2/4-2/sEc-rfefiAfiTP后/i百J1.c让体存风样面4wmaciiwtn11fjrA_/E00g巨CoCJ1.4八一RYf1.JV-八C467E:J4YHnO_0A_INho113Pf6nAoc-E2%IjnyfI!,*Sjo,2fiZaeeP.ab”FfV1.21. Uf1.8EE1.3W-U30g42. !”Je飞-Of1.-tTK1-rff*ghijk3m*,Rc1.no0,f1.To0I1 %ofniNQi#$1.ffi0S%J%n%i,&
10、Y一PQ三n-4K#Zuefy7ffixyzM事E三I)f0*1-4E+o2 .xyzM,-H,r1.2ffiIk-AnkIIi$tj,CiHxyxIVI,h%nmIC6.fiT-o+Av1SuTC3D.,42o5h%i6p0Sr33=CA-CkIaCnOi$Z1.mkI32*%,Iki;=12FG12VFGn/1.2v,VUFG总JMY=1.2a,XEA-.?OoeCho=12SA#12D.uu,BSA=i=,2HSeceg1.C,YeO,1.SA6wD-EAfo2. 一%o*r召E-Ou1.m=/7*$6M0.M$%HTp6*,行。EOE.aS$%oS-P():oo7MU_Y%infvW7
11、raIrFao3. -(EG*au,1.H仅E事6二nD.,YIt6S%n(八):口17”,口XyZVJSZo$%n%gfOo2 .%iUV:fi0Hfe7h事W3NV#%五1.JSDUVXyZO*Ehu%o56,11UV,Ain%iCNe0HrFao3 .nE;fiuA_1iZvfi*HhIi?hu-#(naE;N?u&A_d1.ZvSna*Eh%i11*uo0v%o56ffioepq-au%o,OCi%o#naiivi:w,.E)sSYo1.2o4.S%fi-0)*7hCS*1TS%N2-mn)*oiZvfi*EKnu%0Et63*?hu%)$(,-N?i)*o1.iZvfi*h11uEe
12、u,-%ie*xyNi】&-ooj?u%o56,EOdJu一4EjiSiuiZvfi*fh7hC%o56nyT.SH5巨一-DoodpqMJMnT?u%o56,#)*fi%o、-%inF自,ftP1.HTO.E)SSYn-q1.2oPabJ*ES12ioeau1.E35q4,RQjja,RQZa/,O5I,6uCEceT,Yq一.ceuce6oTV04vEazyooeoucenoffi+cenA三1.,u%iOYooeau,%oOffi-:acxsn4-N9vGooceoGceEniiA*nce4.04EjoceoucefiAfice1.iE=Y31.,ffi(i1.,-cenoeEOu(CH
13、oceuoO-4H,YHfoceouce4&r/RQ71.a/B(EoeaUsr.8Qooeudroe1.4t5%oU13r.6QoceCiN7h5KF,pEt,-fce,1JpSznfC,-J*,ixyiSSoeNn-o)sS63#H,#%inIS%iZso1-8aEN2aaN2ffie,ee=12EV*3甘Rxyz9,-hnMZffin.fNNeCxyzan,-*h,c1yS%y*,IYqh11ik.Mo*E*y$|:ZA-gqny$YC3o.nS1.1.AYNQ3JfOCtnS%2*5*gd1fi,O*gd6fio.nS%-E0:;EOJor+.6a+5Z5n&S&A.fe#/IarVf
14、iAiMENre*,rs3sn,toAfin!%t* *E,*YC)xKae0CAfuE,YAEKiAHIEW,O“mj2j2023UiAZoSf41.Arh&Ty$*%,oAE,ro* *,%oAE,*.,1%KAfz,WE11iOnJ*-uoX$Y,FiT,f1.%K,jceDkau+:N%T.1$uAp/At,/XO$0vinYUIONotJ,MAniOAE/M-%oAE,3NDO”白.ACEGNaG,-sYfivwo* ,%oAE*,ii.i*rE,*%iEnaoffiA!TXyNJI.is(xyz-a【AfI_,JUXyNAjTMA一-&6tpMCvQ人.U/RQh(二6p.400X
15、yzSOE.-6一巨U4,一Af1.r3fixyN11:24AF2Meo湍费投“EXyNATMA,(,j0*y%Q.No%giNuE,*yS%i,NIa_6o.(“干gD5%A,rySIGtJVV,刍j竟一49$|-1缶逑叱ci-n.%N2%rV,v-fbTAB+!=二。,“_/Q】,%pOSfi%QS,JE&IchTw/wSCs%wfi巨f?,%巨8)ft*-%J=?Y*事wfiu1.r?”fc5f1.%od%s*A+d.r?NQA,.AAJ/?-VficS%gAJr7(B)-*-1.-.tgf7)UftM工厂&康MO;入配送食安CtfiM*货砥m收配送台安&M1.M幡冷t*幡*km三色It
16、GMP泠0t效NMt1&槽幡标W喜喜脸Mtt食安IMt食安电柄修合m*KMMaMnfttauutMo,E二eaEF*13SZHnQg-Sju6-o,YfO,?7No_o_i-Io)CiX.j:&自DrIYY5-。1&A_#A-P.B1“#*E*fiDH-*1Tpu%o,B,h%-oC=5,1.F,S%NGpJK,U%,$%ZXa;.MNo$%TpFpfNQwC.fs./a:ify?uo.OAnASYQBfi一HA&I_7I78一事后事=.|:$%nCi三I:,Mvi,%:%o,ij$%&Og,-EFf1.Kffi0JXo9qw事6ZSAtp_Af+1.oM1.:_F:1.23nA.jju3gU
17、o-/。.C-O,*E*E,*dEWfiYS63n8aT,*Ajuri,156,M.H0ndGC(IZRITGERJCE,CRENNEGG,JK%o,-三vwPfZCO.MO2(g)BnO-0j*HT-o,15,3u%oa/十C.O)8X.JtNUfnk#(Ece._H/Oe%nJK=ij一4hZzE,tn&oc.“Ev8%;AVz,CJn0Jrfom,刍/Og1.1.3,%+S-TT,f-jfor*k*-DOi*nIwtoO+AC*fimwi1.OE.j/0#/On可一18合fi8%x111.,Eao1-9*rnmo*=,oooooK1.uuV一、项目实施前背景汇茶,品牌创立于2015年初,
18、总部位于广东东莞,目前门店主要分布在广东及海南,汇茶联合研发了天然木善粉制作的金焦珍珠,焕发了珍珠奶茶这一大众喜爱饮品的新光芒,是国内首个连续九年专注珍珠奶茶的茶饮品牌;采用珍珠奶茶&鲜果茶的产品战略,紧贴消费者需求,赋能门店持续姻长,2021年底,获得蜜雪冰城上千万战略投资,在蜜雪集团的综合赋能下,品牌正处于快速成长期,未来三年门店数将突破100O家!二、项目实施过程及投入在2022年年底公司高管集体接受外部培训后,意识到对产品里心不够,忽略了消斐者对产品的渴望和创新。公司2023年开始执行1+N产品战略,I是公司拳头产品,N是当季新品,每次上新都会搭配公司拳头产品,拳头产品:金焦珍珠奶茶,
19、在2023年荣获中国饮品快报举办的中国年度人气饮品奖;另有获得多个平台荣誉榜单:大众点评东莞珍珠奶茶菜品榜第一名、抖音东莞饮品店好评榜第一名、美团外卖海口茶饮热俏榜第一名等。金焦珍珠奶茶的奶茶主要成分有植脂末和茶调配而成,对于大众消责者来说植脂末是不健康的,但公司采用的0反式脂肪酸,对人体无害,是健康的,但植脂末对大众来说印象以很深刻需要大量教育成本去纠正是很困难的,于是公司研发轻乳茶代替奶茶,轻乳茶主要成分是牛奶,牛奶是健康的无需教育消费者,金焦珍珠轻乳茶=金焦珍珠+牛奶+茶,为寻找最好的牛奶和能好的茶叶,研发团队一一走访各大供应商,亲自考察原料品质,择优带样品回公司一遍一遍测试优化,邀约各
20、大原料供应商到公司做提案对比,经历数月不断测试、不断品鉴终于确定原料,因金焦珍珠轻乳茶使用的原料都是最好的金焦珍珠+最好的牛奶逢好的茶叶,雌三好产品,经过各部门高层多次会议最终确定营销方案主魅三好学生喝三好产品,整体营销从三好产品出发,产品宣传采用原料健康美味的三好原料为重点宣传。2.老顾客曳购率提升200%3多店突破日销千杯,单日营业额破万4.会员数从46万增长到77万4.1 apAO1.Jaej23%5yavyNA-4-ce1.1qOU,;I,AYJo1.aOvo6Eq-ddAyV,dJc,SAfiOJ,wYC06N0P.ab)*R*1.21. N1.Sy2024*,-fi-E6N?IP。
21、人有3.v3十,S+yO,-J#fyV-f1.u1.afi2S,fv*50J+XyNZh;2. RQ6&CEceoiNia.rK1.z56AeUiE2fr.3aVTJjp,C1.ECPMN。CPEEqYm;3.72OdAy5NAJc()KaiJ*-二;W8,=;3EY36,3fbU010.3,4U/,GMtKaUt/o4-)o,3j刍七DXyNTpd)J与达人内容共创,聚焦新年唱书亦万事皆如亦+全系网精好料更健康”三航坛2-2,=6Ree11.f1.,fiT-o6iBAffi.N2pqn-%i,TaSIn%inS,J05BA,=CSa,w,=A%n,aBa,+EffiBaAnX-IPoaBat
22、iBARO9”1Jcto.iExy赵fAtiDfiS*oBBnS,+ghfiKByG丰4自=AoIGnBmiSDQB盲11S.BAA2tNB总NDMC0&YpgVVuCDw0o.O&H13naBaCjZA,YaBaffipJf.UtAYJN2=IrsY6+A%oat,11BACS,J=Th%X。4回二宜仁委B委O十AbK1160,MCO&=a,-ff1.BiAtak,os%iU+v1. au6m,)A%o6%ou.SameNCDPJuAnO&HIfB,.#6&n%euuD11nuo-+iW.Nw6&dCH/fiO-C-U-AnifiW+叵H/G&C-%o-H/ZXnOE,OiRsETM,CfI
23、11f6u-uHI1.u.eMCXBaAgBDeu/丫左0&0”.I06Qn-A,A-On6-agWiBM,E.Pab)*FCS121.4VN1.0;JeffiMS*F3. *Afc%yYm;Jet*QoQYE,NS%yYm341.1.4. 1.gA-Of二=T%Je%iN1.Jn20E3or.1.aY;aoOyYEarK,oJoBAaoT_W*/N3%yYmE201.1.JeCMCao*09MBcrTDDD8*EAnOtr,C5A.u800,事I5q1.V/16,0vEA#U.Ycu6ZOffOufi(三,NR0318c2. fcJV-f-,T/一、N-,x-Ma,xyN$HGpDIU)sW
24、Ckn,V十。3. 卷IP;V-DiW_30uZE-O,n00nfi0Yd*E00oW_3-#6NDWaN。PNDM-Ocj口一#Ma重+oxMn=_EPn)tDe6)F;“1.Ao4. RQ一s十1+CWn/E0tiCAn”,良0#CWn/E0N(?0TTp十+vn1.Y1.A,J+u%in6fb-RQ6E,iiE1300/On1sBnW10chJ,七nN.J白9:.iiCEnC11XvOtuW_3-uWn-fizEWi-Onoi,YRQ-41;c2CE良CooynwQKORKOCW_TfPWo00.十=-tME00G50njExyzn%yI1.%f1._一5qCn0-aHf“WW110-4
25、8”,x_vfC1】0-百07223UnQ,/E000YGS(g),S%y%A-T0Hq6oOcEERQ6png)01.sSN-nE%oEE=;-2刍/C-CJCJCT/-/O0q6-KIie1.b)+H$/1N1. E00RQ,-#CWnzE0iiCAn#,Nm9RQ048,EANyY680,-T,O(B)0q6Ko2. “J(no一委0By-,fi,一T-*0z,E10:,/O(R)0c1GKNyOc6KZE,J2S,rVor.1.TfiBE$%Ya-S%nITENuBr,TuH#%xyzM,XUKIi=1o$%,Mvi$fT6oAoex:N0B6oofEz,YiJ$%n,-fN&-312
26、MXyNMVG$%Sn1.NNaoP,aB)*ES1.21. 0=I-48AjVGo2. 56p=INyYUm383QJMAeUi2.4Qi*0U_Y13_3o2.P5UGCEAcdU;yt/O5EAooUCO,cdU23.4XOXODD+E.,cc1.O2r.6rCOOec1.U44.1z,*93.1;cEt*5S%1100=.OqUVvMCoCoUy,-n1.Sfi+toffcocoM-UB.oRu,fTToOI2024UEEr23wA,30WiJyao.M.ANyaOn,qO$YK*U,qOnr0xnSfeAeNOTMfi%oiiO-trD%iROn_7oy$Z2S二nImyOSti=;
27、S*&_offi,2023U12SiiJ/EJr1111T-,TTMOITyATBtinfDgoNUbx;1. )Tye2008Uho2. CyKNfi8仃仅HHKyfnF=-BA-W2o4. *fiyfrtXXw,IV1.-yeC*Uf1.hRxKor.A_TyAtmTTpCIo.A,s&+vY.A邛。3。8. FratiofAT/?O9. yndK8aTTpeUyTJn,ToAi/OyUyO-4-fiyS8anK(g)ps3Jn,JMHUO三:;yVonK/HpTjri,o1.Ony-4YJiCE:v*-4宜JFPcEC1.fir12:1.HWC5tiynFnJzo,Z(八)AJu0-un
28、ZoA,S7:./npj/=;eYUnezfiI*HO:TMu*Hp,q,o6-+y7nOfvqVIIp,iJytq08Uo2AiyoO-402f2-t-100DAnW2IrPW;I+刃一iOyi,ES1/$%,ou$%n1.-yS*1.nO_3Uu1.OceDU-ytfw,c101Tp0UQS11wcyaxOF*tfiwfn3afijOC*yor.CuyAo1.-4VKi,一Cy41.S0Y/_inA3A_mAo1.Effi%i=-jne-_eUyt.OOvfp(04-8AnO-JeRdAA,AjSz,O-Y1.jnqHIUE010S%jy,A0xy,1.soMptiAtJXC-y4&n$%
29、TIpftf,iJ5E1sfiry-Jij6E-Un(三)A,/OJS0,1.AoSEa35o.On;E*0uI-AC二I/OnOnpW&_OEUOnUO,-OuA,mICxCx*j+Ob:-x1.1.O)qv+!yy%s11oZI./I()bN-在?AA1QNBNgHQA-Z1.7I)bS(fWZMffi)1.Bb*4I乙1/率m+Cqedo$FJ一一0s*rif*X/4Av1K-o/UJUqan0fN百)f,sfy-ujuon6c#Yu=d1.Vzo*-Vi,?J9/vugXboN0q.gn,AffiCEciceAT%i*Xw,-Ao;V,Na89:OgH.WWXyVW2023U,*%vceA巨富C,E3NIis%ceOta,aa=Og)Fp三,5Txyvwo1.n1.Yg;CJ2IAA,eh,TAYJz5CEfi511fi605CE.自OCSCE-Qe1.-SCEoff1.H_%eeoJ=POua