6.5元现制奶茶、9.9元冷萃咖啡！来伊份新鲜生活全球开业上新！6.5 yuan freshly made milk tea, 9.9 yuan cold brewed coffee! Lai Yifen Fresh Life opens globally!

7 月11 日，来伊份旗下全新业态「LYFEN life 新鲜生活」全球首店在上海五角场万达广场B1层正式开业。作为诞生于上海的高品质零食品牌，来伊份将新鲜零食战略升级的首站落在家乡，开业首日便吸引周边白领、高校学生、家庭客群纷纷到场打卡，门店客流持续走高，成为沪上休闲消费新晋热门打卡点。

开业现场，开放式的门店空间一改传统零食店的货架压迫感，金属质感与温润木色搭配品牌橙点缀，整体风格明亮松弛。店内最具人气的新鲜现制操作区采用全透明设计，滋滋冒油的慢烤黑猪肉、热气腾腾的鲜卤产品吸引不少消费者驻足，试吃与选购的队伍排起长队。“从小吃来伊份长大，刷到开了现制新店特意午休过来，现烤肉脯的香气一进商场就闻到了，体验感比预期还好”，一位年轻消费者表示。

据介绍，首店共上线约150 款产品，其中短保产品占比达40%-50%，大部分保质期为0-5天，主打极致新鲜的现制鲜食体验，覆盖通勤早餐、下午茶解馋、追剧充能、家庭聚餐等全时段消费场景。招牌短保鲜卤系列为进店必选，冷吃牙签牛肉、魔卤大鸭舌采用短保鲜卤工艺，入味却不厚重；一根慢烤黑猪肉肉质紧实有嚼劲，是年轻群体追剧、加班补给的热门选择；三文鱼虾片、黑金锅巴等膨化零食酥脆鲜香，也是消费者选购的高频单品。

定价方面，首店主打亲民的质价比路线：6.5元一杯的鲜奶现制奶茶、9.9元的多口味冷萃咖啡，价格低于商圈同类饮品；鲜卤肉类大多保持10-25元的区间，同时设置整只招牌土鸭的高阶单品，可作为家庭聚餐的餐桌硬菜，兼顾单人日常消费与多人分享的多元需求。全店产品采用简约通透的包装，食材新鲜状态直观可见，适配年轻群体打卡分享的社交属性。

作为土生土长的上海品牌，将全球首店落地上海，对来伊份有着 “从起点再出发” 的特殊意义。品牌相关负责人表示，上海消费者对新鲜、健康、品质的要求处于全国前列，先在家乡打磨好产品与服务模型，再向全国拓展，既是给陪伴品牌成长26 年的上海用户的一份升级答卷，也希望以上海为标杆，向全国传递新鲜零食的品质标准。

首店选址五角场万达也经过了充分考量。该商圈为地铁直达的市级核心商业体，密集覆盖复旦大学、同济大学等高校学生、周边年轻白领与社区家庭三大客群，年轻消费力集中、尝鲜意愿强，与新鲜短保的业态定位高度契合，能够充分验证业态的市场竞争力，助力快速打磨运营模型。

开业期间，门店还准备了多重专属活动回馈上海消费者。7月 13日至 15日，门店将连续三天邀请不同人气男团成员担任一日店长，开展限定互动；同步在社交平台发起探店、必买清单等主题活动，邀请上海市民到店打卡体验。后续门店还将上线主流外卖平台，覆盖周边3 公里即时配送需求，同时打通来伊份原有会员体系，实现积分、权益通用，为消费者提供更便捷的全渠道体验。

作为上海本土成长起来的休闲零食龙头企业，来伊份此次全新业态的落地，既丰富了五角场商圈的消费业态，也为上海的首店经济注入了新活力。品牌方面表示，未来将以上海为核心深耕华东市场，持续完善产品矩阵与终端体验，打造覆盖年轻人全时段需求的新鲜生活入口，助力上海消费市场的提质升级。

On July 11th, the world's first store of LYFEN Life, a new business under Lai Yifen, officially opened on the B1 floor of Wanda Plaza in Wujiaochang, Shanghai. As a high-quality snack brand born in Shanghai, Laiyifen's first stop in upgrading its fresh snack strategy is in its hometown. On the first day of opening, it attracted surrounding white-collar workers, college students, and family customers to check-in, and the store's customer flow continued to rise, becoming a popular check-in point for leisure consumption in Shanghai.

At the opening ceremony, the open style store space changes the oppressive feeling of traditional snack store shelves, with a metallic texture and warm wood color complemented by brand orange accents, creating a bright and relaxed overall style. The most popular fresh and freshly made operating area in the store adopts a fully transparent design, attracting many consumers to stop and try out the sizzling slow roasted black pork and steaming fresh braised products, forming long queues for tasting and purchasing. Growing up in Yifen as a snack, I came here specifically for a lunch break after opening a freshly made new store. As soon as I entered the mall, I smelled the aroma of freshly grilled meat jerky, and the experience was better than expected, "said a young consumer.

It is reported that the first store has launched about 150 products, of which short warranty products account for 40% -50%, with most of them having a shelf life of 0-5 days. The store focuses on the ultimate fresh freshly made food experience, covering all time consumption scenarios such as commuting breakfast, afternoon tea to satisfy cravings, drama watching to recharge energy, and family gatherings. The signature short fresh-keeping braised series is a must-have when entering the store. Cold eating toothpick beef and magic braised duck tongue use short fresh-keeping braised technology, which is flavorful but not heavy; A slow roasted black pork has a firm and chewy texture, making it a popular choice for young audiences to watch TV dramas and work overtime as a supplement; The puffed snacks such as salmon Prawn cracker and black gold rice pudding are crisp and delicious, which are also high-frequency items that consumers choose.

In terms of pricing, the first store focuses on a friendly quality price ratio route: freshly made milk tea priced at 6.5 yuan per cup, and multi flavored cold brew coffee priced at 9.9 yuan, which are lower than similar drinks in the commercial area; Most of the fresh braised meat products are priced between 10-25 yuan, and a high-end single dish featuring a whole signature duck is also available. It can be used as a table dish for family gatherings, catering to the diverse needs of individual daily consumption and sharing among multiple people. All products in the store are packaged in simple and transparent packaging, and the freshness of the ingredients is intuitively visible, suitable for the social attributes of young people who check in and share.

As a locally born Shanghai brand, landing the world's first store in Shanghai has a special significance for Laiyifen, which means "starting from the beginning again". The responsible person of the brand stated that Shanghai consumers have the highest requirements for freshness, health, and quality in the country. First, polish the product and service model in their hometown, and then expand to the whole country. This is not only an upgraded answer for Shanghai users who have accompanied the brand's growth for 26 years, but also hopes to use Shanghai as a benchmark to convey the quality standards of fresh snacks to the whole country.

Wanda has also thoroughly considered the location of its first store in Wujiaochang. This commercial district is a city level core commercial entity directly accessible by subway, densely covering three major customer groups: students from universities such as Fudan University and Tongji University, young white-collar workers in the surrounding area, and community families. Young consumers have concentrated purchasing power and strong willingness to try new things, which is highly compatible with the positioning of the fresh short-term insurance industry. It can fully verify the market competitiveness of the industry and help quickly polish the operation model.

During the opening period, the store also prepared multiple exclusive activities to give back to Shanghai consumers. From July 13th to 15th, the store will invite members of different popular male groups to serve as one-day store managers for three consecutive days, conducting limited interaction; Simultaneously launch themed activities such as store exploration and must buy lists on social media platforms, inviting Shanghai citizens to check in and experience the store. In the future, the stores will also launch mainstream food delivery platforms, covering the real-time delivery needs within 3 kilometers of the surrounding area. At the same time, the existing membership system of Laiyifen will be connected to achieve the universal use of points and benefits, providing consumers with a more convenient omni channel experience.

As a leading leisure snack enterprise that has grown up locally in Shanghai, the landing of Laiyifen's new business model not only enriches the consumer business of Wujiaochang commercial district, but also injects new vitality into Shanghai's first store economy. In terms of brand, we will deeply cultivate the East China market with Shanghai as the core in the future, continuously improve the product matrix and terminal experience, create a fresh life entrance that covers the needs of young people at all times, and help improve the quality and upgrade of the Shanghai consumer market.