根據大陸媒體的報導，在過去三個月內，知名飲料連鎖店蜜雪冰城關閉3808家門市，平均每月有1200多家店面關閉。這樣的數據已經是2022年的四倍。蜜雪冰城以其低價策略聞名，過去一杯只要4元人民幣的檸檬水每年能賣出10億杯，這些飲品的銷量足以環繞地球五圈。然而，近來關店數量激增，反映出該品牌在市場競爭和經營策略上的挑戰。

另一家主打低價咖啡的連鎖店瑞幸咖啡（Luckin Coffee），雖然在今年上半年的營收增長35.5%，但淨利潤卻減少50%。這表明儘管有客戶持續消費，但他們更傾向於購買低單價的飲品，而非高價產品。這種消費趨勢對於瑞幸這樣的企業來說是一個重要信號，表明市場對高端飲品的需求可能正在減少。

此外，更便宜的瓶裝飲料市場也顯示出顯著的增長。今年上半年，瓶裝飲料的產值增長11%。在這些瓶裝飲料中，最暢銷的竟然是不到1元人民幣的白開水。反映出消費者在選擇飲品時，越來越注重價格，而不是品牌或口感。

上述數據顯示，對於高單價產品的品牌來說是一個挑戰。蜜雪冰城的大量關店和瑞幸咖啡淨利潤的下降，都表明低價競爭策略在短期內有效，但長期來看，如何保持客戶的忠誠度和品牌價值將成為關鍵。同時，在日益激烈的市場競爭中，提供基本且實惠的產品仍然能夠贏得廣大消費者的青睞。

Analysis of the Beverage Chain Market in Mainland China for the First Half of the Year

According to reports from mainland Chinese media, in the past three months, the well-known beverage chain store Mixue Bingcheng closed 3,808 outlets, with an average of over 1,200 stores closing each month. This figure is already four times that of 2022. Mixue Bingcheng is known for its low-price strategy, with a cup of lemon tea priced at just 4 RMB. Annually, they sell 1 billion cups, enough to circle the Earth five times. However, the recent surge in store closures reflects the brand's challenges in market competition and business strategy.

Another low-cost beverage chain, Luckin Coffee, saw a 35.5% increase in revenue for the first half of the year, but its net profit decreased by 50%. This indicates that although customers continue to consume their products, they prefer lower-priced drinks over high-priced ones. This consumption trend is a significant signal for companies like Luckin, suggesting that market demand for premium beverages may be declining.

Additionally, the more affordable bottled beverage market has shown significant growth. In the first half of this year, the output value of bottled beverages increased by 11%. Among these bottled beverages, the best-selling product is plain bottled water, priced at less than 1 RMB. This trend reflects that consumers are increasingly prioritizing price over brand or taste when choosing drinks.

These data indicate a challenge for brands offering high-priced products. The large number of store closures for Mixue Bingcheng and the decline in net profit for Luckin Coffee both suggest that while low-price competition strategies are effective in the short term, maintaining customer loyalty and brand value will be crucial in the long term. At the same time, in an increasingly competitive market, providing basic and affordable products can still win the favor of a broad consumer base.

照片:DALLE3