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At the beginning of autumn, the "first cup of milk tea in autumn" (hereinafter referred to as "Autumn One Cup") has set off a consumption boom. The "Autumn One Cup" event has not only attracted many brands and local life platforms to participate, but some netizens even joked that "the beginning of autumn has become the 'Double 11' of the tea industry."

The reporter noticed that in order to cope with the "Double Eleven of the milk tea industry", many tea brands planned and prepared a series of special activities and new milk tea products for the Beginning of Autumn through official flagship stores, mini programs and food delivery platforms to meet the diverse needs of consumers. It is reported that Cha Baidao will offer 9.9 yuan per day for ten consecutive days starting from August 7; Shanghai Auntie will launch a "25% discount on the autumn one cup set meal" in cooperation with the Ele.me platform from August 6 to August 8. In addition, Tianlala, Nayuki's Tea and others also took the opportunity to launch new packaging/peripheral products to maximize the "autumn one cup" consumption ritual.

With the popularity of "One Cup in Autumn", the new tea market has seen an explosion of orders. According to Meituan group buying data, milk tea consumption nationwide reached an instant peak at 14:00 on the day of the Beginning of Autumn, and the number of milk tea group buying orders increased by 156% compared with the same period last year. Among them, the hot-selling brands are Mixue Ice City, Shanghai Auntie Fresh Fruit Tea, Bawang Chaji, Cha Baidao, and Yihetang. The Ele.me data platform also shows that the orders for some brands of milk tea increased by nearly 1,000%, and this day of explosion of orders has become the norm for many stores.

On August 8, the reporter learned from Yihetang that on the day of "Autumn One Cup", the sales of its stores nationwide increased by more than 206% year-on-year, and the sales of a single store exceeded 56,000 yuan, and the number of cups sold exceeded 4,100 cups, an increase of 418% year-on-year. More than 36.4% of the stores achieved sales of more than 10,000 yuan. Among them, Yihe roasted milk, mint milk tea and Longzhu milk tea became the super single products of "Autumn One Cup" this year - the sales of Yihe roasted milk exceeded 680,000 cups, followed by mint milk tea, which sold more than 600,000 cups, and a single store sold nearly 1,200 cups on the same day.

It is worth mentioning that according to Yihetang’s official Weibo, mint milk tea has become Yihetang’s new hit after roasted milk. It has sold over 100 million cups since its launch, and has firmly ranked first in market share in the single product category.

Brands such as Shanghai Auntie, Tianlala, and Bawang Chaji also saw a surge in orders. A person in charge of Tianlala said, "Yesterday we received feedback from many stores that the popularity of 'Autumn One Cup' exceeded expectations. Online takeout is generally good, with some stores' sales increasing by more than 528% month-on-month, and most stores' sales have increased by 3-5 times compared to normal." A person in charge of Shanghai Auntie said that according to data platforms such as Meituan, Ele.me, and Qimai, Shanghai Auntie's nationwide store transaction volume increased by more than 500% week-on-week; according to Bawang Chaji data, compared with the day before the beginning of autumn, domestic sales increased by nearly 150% month-on-month, and some stores in business districts and office areas increased by more than 200% month-on-month.

（Tianlala's "Autumn One Cup" is a big hit

At the same time, Bawang Cha Ji said that it also provides convenient services to consumers through measures such as group dining services and extending store business hours.

Xiaoxiang Morning News reporter Li Xuanzi and intern Liu Gongchen

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