Recently, the trendy bubble tea brand ‘Cry Cry Horse’ has gone viral online due to its distinctive packaging and affordable pricing. Amid rising raw material costs and inflationary pressures, the brand’s founder publicly stated on social media: ‘We won’t raise prices in the short term—we hope everyone continues to support us.’ This announcement has drawn widespread attention and praise.‘Cry Cry Horse’ has captured the hearts of many young consumers with its iconic crying horse mascot and high-value beverages. While the beverage industry faces increasing costs for ingredients like sugar, milk, and fruit—prompting many competitors to hike prices—’Cry Cry Horse’ remains committed to its current pricing, reflecting a strategic focus on customer loyalty and long-term brand building.Industry insiders note that although this decision may squeeze short-term profits, it helps solidify its user base and enhance brand reputation in a highly competitive market. It also signals a shift among new consumer brands toward sustainable operations and trust-building in the post-investment-boom era.However, some observers caution that maintaining prices indefinitely may become unsustainable if costs keep rising. In response, the founder says the company is optimizing its supply chain and improving operational efficiency to manage expenses without compromising product quality. Whether ‘Cry Cry Horse’ can sustain low prices while achieving steady growth will serve as an important case study for the future of China’s new tea beverage sector.
近日，网络热传的‘哭哭马’奶茶品牌因其独特包装和亲民价格迅速走红。面对原材料成本上涨和市场通胀压力，该品牌创始人在社交媒体上公开表示：‘短期内不会涨价，希望大家继续支持。’这一表态引发广泛关注和好评。‘哭哭马’以其标志性的哭泣小马形象和高性价比饮品赢得大量年轻消费者青睐。尽管当前茶饮行业普遍面临糖、奶、水果等原材料价格上涨的压力，不少品牌已陆续提价，但‘哭哭马’坚持维持原有价格体系，体现出对消费者忠诚度的重视和长期品牌建设的战略考量。业内人士分析，此举虽可能压缩短期利润，但有助于在竞争激烈的茶饮市场中巩固用户基础、提升品牌好感度。同时，也反映出新消费品牌在资本退潮后更加注重可持续经营与用户信任。不过，也有观点指出，若成本持续攀升，长期不涨价或难以为继。对此，老板回应称正在通过优化供应链、提升运营效率等方式控制成本，力求在不牺牲品质的前提下稳住价格。‘哭哭马’能否在保持低价的同时实现稳健发展，将成为观察新茶饮行业走向的一个重要样本。
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