Economic Daily: Don't treat the debut of Snow King as a gimmick.

"Is Snow King going to debut?" "Is Meixuebingcheng's movie filming serious?" Recently, the news that the animated movie "Make a Wish! Snow King" has been approved for filming has sparked the curiosity of netizens. After all, that tea drink brand that became popular with 4 yuan lemon water and 2 yuan ice cream seems a bit far from the big screen. However, if it is only seen as a marketing gimmick, it may underestimate the business logic and brand vision behind this cup of "affordable happiness water". The consumption logic of the younger generation has undergone a profound change. When they purchase a cup of milk tea, it is not just to quench their thirst, but also to seek identity recognition, emotional value, and social currency. Brands can only stand out from homogenized competition and avoid falling into a cycle of purely price competition by deeply cultivating quality improvement and cultural value-added.