Luckin Coffee(US:LKNCY) 3 6 Ke·2025-05-13 02:35Core Viewpoint - The article discusses the transformation of kale from a decorative plant to a "superfood" in the tea beverage industry, driven by marketing strategies and consumer health trends [3][4][5]. Group 1: Market Dynamics - In 2025, kale's price surged from 0.8 yuan per pound in 2024 to 3.5 yuan per pound, marking an increase of over 300% [3]. - The domestic market share of kale shifted from 5% to 55% as farmers pivoted from export to domestic sales due to increased demand from tea brands [4]. - The tea beverage industry has seen a trend of utilizing niche ingredients to create popular products, with kale being the latest example [26]. Group 2: Marketing Strategies - Tea brands have adopted a marketing approach that combines novelty, taste, and health benefits to elevate kale's status [15][24]. - The launch of "Champion Slimming Bottle" by Heytea in July 2024 marked the first major product featuring kale, coinciding with the Paris Olympics to enhance its appeal [16][21]. - The health narrative surrounding kale has been emphasized, with claims of its benefits such as weight loss and detoxification, appealing to health-conscious consumers [24]. Group 3: Historical Context - Kale has a long history, dating back to 600 BC, but its popularity in the U.S. surged only in the last decade, particularly after being featured in Beyoncé's music video in 2014 [6][7]. - Prior to its rise, kale was primarily used as animal feed or for decoration in restaurants, with its culinary use being limited [10][11]. Group 4: Competitive Landscape - The tea beverage market is characterized by high competition and product homogeneity, leading brands to continuously seek out unique ingredients to differentiate themselves [34]. - Following the success of kale, other tea brands quickly introduced their own kale-based products, indicating a trend of imitation within the industry [33]. Group 5: Financial Performance - In 2024, major tea brands reported varying revenue growth, with marketing expenses consistently increasing across the board, highlighting the importance of maintaining consumer interest [35].