Core Insights - The rapid development of new tea beverages in China has created a consumption boom domestically and positioned it as an emerging force in the global beverage market [1] - The expansion of Chinese new tea beverage brands globally has shifted from a trial phase to a strategic upgrade, focusing on Southeast Asia and beyond [1] Market Expansion - Chinese new tea beverage brands began international expansion in 2010, with significant growth noted between 2018 and 2019, marking 2018 as the year of overseas expansion [1] - Southeast Asia has emerged as the primary target market due to its youthful population, cultural compatibility with Chinese tea, and enhanced trade liberalization under the RCEP framework [1] Product Trends - Green tea has gained a competitive edge in the new tea beverage sector due to its scalable supply and compatibility with other ingredients, driving cross-border trade [2] - In Indonesia, the number of stores for brands like Mixue Ice City has surged, with Chinese green tea exports to Indonesia increasing by 67.8% and 77.2% in 2022 and 2023 respectively [2] Challenges - The supply chain for Chinese new tea beverages remains fragile, heavily reliant on imports for key materials, leading to high costs and instability [2] - Compliance costs are rising in target markets, with new regulations on packaging and agricultural standards increasing operational expenses [2][3] Cultural Adaptation and Competition - There are significant cultural differences in consumer preferences across regions, with Western markets favoring organic health products while Southeast Asia prefers sweeter flavors [3] - The brand recognition and acceptance of Chinese new tea beverages in international markets require time and effort to build [3] Strategic Recommendations - To enhance supply chain resilience, companies should establish local production bases and regional supply chain centers to reduce dependency on imports [3] - Emphasizing cultural integration through localized product development and hosting cultural events can help break down barriers in international markets [3] - Government support in compliance services and regulatory tracking is essential to mitigate trade barriers and reduce certification costs for companies [3] Future Outlook - The deepening of RCEP economic integration and the Belt and Road Initiative may allow Chinese new tea beverages to expand beyond mere store openings to include raw material trade, technology transfer, and cultural licensing [4] - The vision is to create a global community around tea that blends Eastern wisdom with global flavors, fostering connections between different cultures [4]

Group 1 - The retail industry consensus is to break through with private labels, as seen in various companies like Budonglai and Hema Fresh [1] - Companies like Bubu Gao reported a net profit of 201 million yuan in the first half of the year, turning losses into profits by implementing a private label strategy [1] - Hongqi Chain achieved a net profit of 281 million yuan, a year-on-year increase of 5.33%, by diversifying its product matrix and expanding its private label offerings [1] Group 2 - Baoyuezhong from Baum Consulting emphasized that developing private labels helps retailers form differentiated competitive advantages and transition from price competition to value competition [2] - Zhongbai Holdings introduced over 300 new private label products, while Chongqing Department Store's private label "Baoyuantong" generated 15 million yuan in sales from four stores [2] - Xinhua Department Store is expanding its private label range to reduce costs and improve sales margins through direct sourcing and joint farming [2] Group 3 - The development of private labels is seen as beneficial for the overall growth of the retail industry, enhancing profit margins and supply chain efficiency [2] - However, challenges such as product homogeneity, quality issues, and lack of innovation have emerged, impacting consumer experience and industry health [2] - Baoyuezhong advised that retailers should avoid blindly following trends and instead focus on positioning and developing a systematic approach to private label creation [3]

Core Insights - Apple beverages have surged in popularity, with numerous brands launching new products, including Bawang Tea, Mixue Ice City, and Tea Hundred Road, leading to significant sales figures [1][2][4] - The previously underestimated apple has become a sales driver, with the Jasmine Milk White's "Needle King Apple" selling 9.8 million cups since its launch in August 2024 [8][10] Industry Trends - Various tea and coffee brands are creatively incorporating apples into their offerings, such as Bawang Tea's "Chuan Shang Xing Ge" and Pi Ye Coffee's "Sweetheart Apple Latte" [2][4] - The introduction of new apple beverages is frequent, with nearly 10 new products appearing monthly, indicating a strong trend in the beverage industry [6] Consumer Behavior - Social media discussions around apple beverages have gained traction, with the topic "Apple is not a boring fruit" reaching 150 million views [8] - Promotions, such as Mixue Ice City's offer for customers who shout "You are my little apple," have successfully driven sales of apple drinks [4] Product Development - The use of advanced preservation technologies and improved supply chain logistics has enhanced the flavor and freshness of apple beverages, addressing previous concerns about oxidation and taste [11][13] - The health benefits of apples, including dietary fiber and vitamins, align with consumer preferences for low-sugar and natural ingredients, contributing to the rise of apple drinks [15][17] Marketing Strategies - Seasonal marketing strategies leverage the apple's association with autumn and its symbolic meanings, creating a strong consumer connection [17][21] - The versatility of apples allows for innovative combinations with spices and lesser-known fruits, expanding the potential for new product development [21][23]

Core Viewpoint - The article highlights ongoing food safety issues faced by the company, Mixue Ice City, particularly a recent incident involving a cockroach found in a sealed drink, which has led to public outcry and discussions about consumer rights and compensation [2][6][12]. Group 1: Recent Incident - A consumer reported finding a cockroach in a sealed cup of jasmine milk green tea purchased from a Mixue Ice City store in Ganzhou, leading to a refund request and a demand for additional compensation of 1,000 yuan based on food safety laws [2][12]. - The regional manager of Mixue Ice City stated that they are reviewing surveillance footage to determine how the cockroach entered the drink [5]. Group 2: Historical Food Safety Issues - Mixue Ice City has a history of food safety problems, including an incident where an employee was filmed using their foot to operate a drinking water dispenser, raising concerns about hygiene [8]. - Other reported issues include the use of overnight lemons and oranges in drinks and the use of expired coffee powder in milk tea, leading to fines and product confiscation by regulatory authorities [10]. Group 3: Consumer Rights and Compensation - The article discusses the legality of the consumer's demand for 1,000 yuan compensation, referencing a similar case where a consumer found a fly in their drink and successfully claimed compensation through legal channels [15]. - Consumers are advised to retain purchase records and evidence of food quality issues, and if necessary, escalate complaints to consumer protection agencies or pursue legal action [17].

Core Viewpoint - The recent incident involving a cockroach found in an unopened cup of milk tea from Mixue Ice City highlights ongoing food safety issues within the company, which has faced over 10,000 complaints related to food safety, particularly concerning foreign objects in beverages [2][8][14]. Group 1: Incident Details - A consumer reported finding a cockroach in an unopened cup of jasmine milk tea purchased from a Mixue Ice City store in Ganzhou, Jiangxi [4][6]. - The company has issued an apology and refunded the consumer, while also stating that they are investigating how the cockroach entered the cup [4][5][6]. Group 2: Complaint Statistics - Mixue Ice City has accumulated over 10,000 complaints on the Black Cat Complaints platform, with many related to finding insects and foreign objects in their products [8][14]. - A recent complaint involved a consumer discovering a bug in a sealed cup of tea purchased through the company's app, indicating a pattern of food safety issues [10][12]. Group 3: Business Model and Financial Performance - As of December 31, 2024, Mixue Ice City operates 46,479 stores globally, with 99.96% being franchise stores, leaving only 17 as company-owned [14]. - The franchise model has allowed Mixue Ice City to expand rapidly, particularly in lower-tier cities, with 23,858 stores located in such areas, accounting for 57.4% of total stores [14]. - Financially, the company reported revenues of 24.21 billion yuan from product and equipment sales, a 21.7% increase year-over-year, and 620 million yuan from franchise services, a 52.8% increase [14].

Core Viewpoint - The beverage industry is experiencing a creative transformation where consumers are repurposing drinks like milk tea and coffee into desserts, indicating a trend towards "beverage + dessert" innovation [22][31][33]. Group 1: Consumer Trends - Consumers are creatively using leftover drinks to make desserts, such as turning milk tea into cakes, which has gained significant popularity on social media [5][10][12]. - The trend of "everything can be milk tea" has emerged, with various recipes combining milk tea with food, leading to a surge in user-generated content [18][24]. - The DIY approach not only reduces waste but also provides a unique and enjoyable consumer experience [28]. Group 2: Brand Engagement - Brands like Xiangpiaopiao are actively participating in this trend by promoting user-generated content and sharing recipes, which enhances brand visibility and consumer engagement [12][29]. - The trend has led to a low-cost, high-exposure marketing opportunity for brands, as consumers share their creative uses of beverages online [29][41]. Group 3: Industry Implications - The beverage industry's shift towards dessert-like products is becoming more pronounced, with major brands exploring this crossover to attract consumers [30][35]. - The success of transforming classic beverage flavors into baked goods suggests a high potential for new product development in the beverage sector [34][39]. - This trend is expected to drive increased beverage consumption, benefiting physical stores as well [41].

出品/茶咖观察 作者/刘淑娟 编辑/蒙嘉怡 近年来，新茶饮行业在高速扩张后进入深度调整期。 叠加持续的价格战，单店GMV普遍承压，加盟商盈利空间被大幅压缩，生存挑战尤为突出，行业急需寻找新的增长引擎。 在新茶饮行业陷入"存量竞争"困境的背景下，8月8日，壹览商业&茶咖观察创始人杨宇在第65届中国特许加盟新风向论坛上提出，品牌与加盟商破局的关键 在于重构思维与能力，并系统性地阐述了新茶饮的六大核心机会方向。 壹览商业是专注于消费+科技的综合性研究及服务机构聚焦消费互联网、零售渠道、品牌营销、数字经济、人工智能、智能制造等细分领域。自2021年创办 以来，已积累100万+全网粉丝，月传播量1000万+，覆盖企业数1000+；茶咖观察为其旗下品牌，聚焦于茶饮咖啡行业的深度调研。 以下是壹览商业&茶咖观察创始人杨宇的演讲全文（经茶咖观察编辑，有删减）： 大家好！我是壹览商业和茶咖观察的创始人杨宇，感谢主办方的邀请。 大约一个月前，主办方联系我希望在本次活动上发言。作为行业观察者，我们一直在思考：在当下的茶饮行业，应该分享哪些有价值的内容？ 基于这些沟通，我们总结了今年以来行业的核心特性，以新茶饮行业的"6大机会洞察" ...

最近，饮品圈又迎来一波新奇爆改： 有网友把喝剩下的蜜雪冰城奶茶做成蛋糕，并晒出制作过程，获得了上万点赞。 "香飘飘爆改小蛋糕"也引发全网跟风，品牌负责人还亲自下场挑战，进一步推高热度。 透露出什么风向？ 蜜雪奶茶变蛋糕，香飘飘也加入，饮品圈又迎来一波"爆改" 最近网友们脑洞大开，把奶茶、咖啡、酸奶等玩出了新花样： 2分钟，一杯蜜雪奶茶变蛋糕 "微波炉叮两分钟，奶茶变蛋糕！" 有博主在社交平台分享，在喝剩下的蜜雪冰城奶茶中打入一颗鸡蛋，加入两三勺面粉、一勺糖、少许泡打粉，一同搅拌成顺滑的糊糊状，放入微波炉高火 2分钟，奶茶小蛋糕就出炉了。 视频发出后，点赞量迅速过万，评论区有人晒出"奶茶蛋糕成功上岸"成品图，不少网友表示"花30元买的小蛋糕不香了""用一杯奶茶获得两种快乐"。 冰淇淋+酸奶，得到巴斯克蛋糕 奶茶之外，还有网友用雪王大圣代和希腊酸奶混合，再加入玉米淀粉、鸡蛋、柠檬汁等原料拌匀过筛，放进烤箱烤制，就能得到一份巴斯克蛋糕。 这种简单易上手、成本低且具有新鲜感的操作，很快点燃了网友的参与热情，社交平台上的相关讨论一波接一波。 香飘飘也入场，最高收获3.7万赞 我注意到，这股风潮已持续一个月，小红书上，" ...

Core Viewpoint - The article discusses the rapid expansion of the tea beverage brand Tienlala, which has adopted a strategy of imitating its competitor Mixue, focusing on lower prices and aggressive store openings, but this growth has come at a significant cost to its franchisees [5][7][8]. Group 1: Franchisee Survival Dilemma - Tienlala is perceived as a "substitute" for Mixue, with its founder having previously been a franchisee of Mixue, leading to a strategy of selling similar products [10][11]. - As of 2024, Tienlala has over 8,000 stores across 318 cities, including international locations in the Philippines and Cambodia [11]. - The initial investment for a Tienlala franchise is advertised at 150,000 to 200,000 yuan, significantly lower than Mixue's 400,000 to 500,000 yuan, attracting many franchisees [14][13]. - However, actual costs often exceed expectations, with one franchisee stating that total expenses can exceed 300,000 yuan due to hidden renovation costs and high fees for mandatory materials [15][16]. - Franchisees report that the promised profit margins of 20-30% are often unrealistic, with many struggling to break even due to low pricing strategies and high operational costs [16][17]. Group 2: Competitive Pressure from Mixue - The tea beverage industry is experiencing intense competition, particularly in site selection, with established brands like Mixue dominating prime locations [20][22]. - New franchisees often find themselves in less desirable locations due to Mixue's existing presence, which further squeezes their profit margins [20][23]. - Franchisees face additional challenges from aggressive pricing strategies and operational pressures, leading to a significant reduction in profitability [22][23]. Group 3: Challenges of Imitating Competitors - Tienlala's strategy of undercutting competitors' prices has led to a lack of product innovation and brand recognition, with a significant portion of its stores located in lower-tier markets [25][27]. - The brand's low-cost model limits its ability to enhance product quality, creating a dilemma between maintaining price sensitivity and improving brand image [27][28]. - Tienlala's future success hinges on its ability to provide unique value to both consumers and franchisees, beyond merely replicating Mixue's model [28].

Group 1 - The company, Hongqi Chain (002697.SZ), is selling licensed products related to the World University Games at some of its stores near the venues [1] - Certain stores in key business districts and tourist attractions in Chengdu have launched a special section for must-buy products [1]