果子熟了、三得利相继官宣代言人，无糖茶提前打响夏季营销战

Group 1 - The announcement of celebrity endorsements by both new and established sugar-free tea brands highlights the competitive landscape and sales anxiety in the market as summer approaches [1][4] - Suntory's partnership with actor Cheng Yi resulted in a significant spike in sales, with flagship store sales reaching between 2.5 million to 5 million yuan on the day of the announcement, marking a 100-fold increase from the previous day [3] - The brand "Guo Zi Shu Le" reported selling 400 million bottles of sugar-free tea in a year, indicating strong market performance [4] Group 2 - The sugar-free tea market has seen a slowdown in growth after two years of rapid expansion, with negative year-on-year sales growth reported in February and March [5] - Major players like Nongfu Spring and Suntory dominate the market, holding 85% of the market share, leaving limited space for other brands [5] - The rise of new product categories, such as health water, is taking a portion of the market share, with the health water market expected to grow at a compound annual growth rate of approximately 88.9% from 2024 to 2028 [5][6] Group 3 - Analysts suggest that the growth of sugar-free tea brands is becoming increasingly difficult due to market saturation and the need for brands to establish scale, brand, and fan effects [6] - Despite the dominance of major brands, there are still opportunities for new brands to capture market share through precise market positioning and innovative products [6][7]