2018年喜茶分析报告

2018年喜茶分析报告









































2018年4月
目录



一、新式茶饮随风起 .......................................................................... 5



1、饮品行业情况 ....................................................................................................5


（1）茶饮年轻化.................................................................................................................5


（2）现制饮品市场空间大，现制茶饮和果汁增长迅猛 .................................................5


2、新式茶饮引爆互联网风口 ................................................................................6


（1）优秀商业模式吸引大资本投资.................................................................................6


（2）同质化严重导致行业大洗牌.....................................................................................7


（3）品牌效应显著增强.....................................................................................................7


（4）年轻消费群体需求大，尤以女性为主.....................................................................8


3、行业竞争格局 ....................................................................................................8


（1）消费升级达到顶峰.....................................................................................................8
二、喜茶的发展 .................................................................................. 9



1、口味为王：首创芝士茶 ..................................................................................10


（1）了解顾客喜好，首创芝士茶...................................................................................10


（2）不计成本，注重客户体验.......................................................................................10


2、口碑断层：引发创始人品牌思考 ..................................................................11


（1）二次传播，以点带线...............................................................................................11


（2）喜茶的走红并不仅仅只是口碑的迁移与传播，更重要的是喜茶十分注重消费者


的网上评论.........................................................................................................................11


3、小店到大店：不只是店面扩大 ......................................................................11


4、新意创新：推动品牌塑造 ..............................................................................12
三、内核：灵感之茶、卓越之茶...................................................... 13



1、重视研发 ..........................................................................................................13


2、重视运营 ..........................................................................................................13
3、个性化口碑营销 ..............................................................................................14


4、以用户为中心的经营理念 ..............................................................................14