泡泡玛特真要卖奶茶？喜茶、蜜雪们“最怕”的对手来了

Foodaily每日食品02-03

文：诗雨来源：中国饮品快报（ID：zgypkb)封面图来源：小红书@POP BAKERY是不是所有潮流品牌，最终都会变成“舌尖上的诱惑”？泡泡玛特最近就新开了个甜品品牌——POP BAKERY。不卖盲盒，改卖冰品、蛋糕、饼干和下午茶了！网友们瞬间坐不住了，纷纷喊话：“主题快闪车速速开到我家门口！”甚至已经开始畅想：“甜品都上了，奶茶店是不是也在路上了？”更有网友表示：“会有我家LABUBU吗？”在...

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Heytea and Michelle's \"most feared\" opponents are here","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"09992":1.96,"PMRTY":1.96},"content_text":"文：诗雨来源：中国饮品快报（ID：zgypkb)封面图来源：小红书@POP BAKERY是不是所有潮流品牌，最终都会变成“舌尖上的诱惑”？泡泡玛特最近就新开了个甜品品牌——POP BAKERY。不卖盲盒，改卖冰品、蛋糕、饼干和下午茶了！网友们瞬间坐不住了，纷纷喊话：“主题快闪车速速开到我家门口！”甚至已经开始畅想：“甜品都上了，奶茶店是不是也在路上了？”更有网友表示：“会有我家LABUBU吗？”在当下，“因为是泡泡玛特开的”本身，已成为一个足够强烈的消费理由。这背后便是IP价值的强势兑现。网友呼吁泡泡玛特甜品店来到自己身边。图片来源：小红书2025年，LABUBU角色一举火成全球顶流，推动其公司上半年营收达138.8亿元，同比增长204.4%。与此同时，SKULLPANDA、MOLLY、DIMOO、星星人等经典IP持续“破圈”，一个以情感连接为核心、拥有无限衍生潜力的“IP宇宙”正加速成型。从潮玩到甜品，这并非一次简单的品类跨界，而是一次IP影响力向消费场景的自然渗透。这也揭示出当下商业竞争的一个深层逻辑：在产品功能之外，品牌及其IP所承载的情感价值与文化认同，正成为决定商业边界的关键变量。而这一逻辑，正在另一个竞争白热化的行业——新式茶饮中，上演着更具象、更激烈的演绎。1奶茶一条街饮品店之间的量子纠缠漫步于任何一座城市的商业街区，你很难不注意到一个现象：奶茶店正以近乎“量子纠缠”般的密度聚集。一条不足500米的街道，挤下20多家茶饮店并非奇观。不少排队购买奶茶的消费者笑称：“奶茶是我的续命水”“谁能想我在这里贡献了多少钱”“点兵点将，点到哪家喝哪家”“我倒要看看哪家人更多”……奶茶一条街。图片来源：小红书商圈人流、消费场景固然是店铺林立的基础，但这也将每位消费者置于一个幸福的烦恼——“我到底该走进哪一家？”在价格、地段相近的前提下，影响决策的天平开始倾斜。根据市场反馈，品牌知名度、产品独特竞争力、营销活动趣味性以及最终呈现的性价比，共同构成了消费决策的关键因素。而当产品本身差异逐渐收窄，品牌背后的“人格”与“故事”——即IP的影响力，便开始凸显其决定性的作用。2从“标志”到“角色”IP进化论与茶饮内卷若论将品牌IP玩至战略高度，新茶饮赛道堪称教科书级别的“卷王”。谁还没被“你爱我，我爱你，蜜雪冰城甜蜜蜜……”的旋律洗脑过？蜜雪冰城以及其IP“雪王”，凭借一首主题曲、海量魔性梗图与线下活跃的“人偶扮演”，成功将一个亲切、欢乐、极具记忆点的品牌形象植入数亿消费者心中心智，完成了从标识到文化符号的跃迁，成为制霸社交网络的典范。雪王创意周边 图片来源：小红书自此，没有一个茶饮品牌敢忽视IP的力量。而像LINLEE林里手打柠檬茶的“小黄鸭”，在2025年就送出了超1.1亿只！它远不止是杯盖上的可爱点缀，更是一种“社交货币”——消费者自发为其拍照、创作表情包、分享故事等，为品牌带来了低成本、高信任度的传播。据悉，目前林里已经建立了相对系统的林里鸭IP创作、运营和落地机制，从IP图库、上新企划到零售协同，都有明确的长期规划。浏览社交平台，众多消费者为了获取各式各样的鸭子，纷纷成为了LINLEE林里手打柠檬茶的忠实粉丝。林里小鸭子。图片来源：小红书换句话来讲，品牌自有IP的价值正在上升。例如，霸王茶姬的姬姐、瑞幸咖啡的lucky、茶百道的丁丁猫、茉莉奶白的茉莉、喜茶的阿喜、CoCo都可的小Co……越来越多的茶饮品牌正系统化地构建自有IP，以此积淀长期的品牌资产。水涨船高，消费者的期待也随之升级：“请所有品牌，速速给你们IP安排剧情！” 当IP不再只是一个logo，而是有性格、有故事的朋友时，它才能真正住进消费者的心里，带来意想不到的化学反应，激发持久而深层的共鸣。3IP的核心价值从流量到留量的商业转化从品牌IP成功的案例来看，往往遵循以下逻辑：01 持续叙事，保持鲜活IP不能是静止的符号。它需要通过社交媒体、节日营销、短视频剧情等多元内容，不断丰富其“人设”，与消费者保持高频、有温度的互动，从而避免形象老化。02 人格化绑定，降低认知成本一个成功的IP，也为品牌注入了灵魂与性格。它们将抽象的品牌理念转化为可感知、可互动“角色”，极大降低了消费者的记忆与沟通成本，实现了品牌的高效“破圈”，也在一定程度上完成了品牌复购。03 全触点渗透，体验一体化不管是从产品包装、门店设计还是到会员体系、服务触点等，IP元素应贯穿消费者与品牌接触的每一个环节，确保体验的一致与强化，构建独特的品牌世界。04 赋能跨界，拓展商业场景强大的品牌以及其IP也是品牌进行品类延伸的信任基石。像茶颜悦色的零食杂货店、蜜雪的IP周边、奈雪的轻饮轻食店、阿嬷手作的广西菜餐厅……品牌以及其IP足以赋能周边零售、主题店、跨界联名乃至新业态，成为“品牌宇宙”的中心。茶颜悦色零食杂货店 图片来源：小红书随着消费者从“产品功能”转向“情感消费”与“意义消费”，一个拥有强大IP的品牌，能够构建起基于情感认同的深厚护城河，实现品牌的持久增值。在这个时代，IP，无疑已成为不可或缺的商业“超级货币”。亲爱的读者朋友，星标《Foodaily每日食品》公众号，及时接收每日新鲜的推文，希望我们像以前一样，每日相见！转载授权及媒体商务合作：Amy 微信（13701559246）；更多行业前沿资讯和优质供需资源对接，扫码添加“食品创新官”Cherry即可进群。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.0","shortVersion":"4.42.0","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2608112848","isCrawlerRequest":true}