行业首现零农残，喜茶“一根筋”死磕原料上游的背后

Core Viewpoint - The article highlights how Heytea has successfully implemented a differentiated strategy by focusing on upstream supply chain management to achieve zero pesticide residue in its kale sourcing, thereby enhancing product quality and safety in the competitive new tea beverage industry [1][10][33]. Group 1: Supply Chain Management - Heytea has established a kale planting base in Yunnan Shiping, leveraging the region's unique climate and soil conditions to produce high-quality kale [11][19]. - The company has implemented modern agricultural facilities and biological pest control techniques to ensure zero pesticide residue, including the use of plant-based pesticides and organic fertilizers [11][19]. - Heytea's supply chain strategy includes a shift from standard procurement to customized planting, allowing for better control over raw material quality and traceability [23][25]. Group 2: Product Innovation - The introduction of the "Kale Slimming Bottle," a plant-based tea product featuring kale, has sparked a trend in the new tea beverage industry, leading to significant sales and increased consumer interest [7][10]. - The demand for kale has surged, with prices rising from a few yuan per pound in 2023 to 20-30 yuan per pound, and market share increasing from 5% to 55% [10][14]. - Heytea continues to innovate by incorporating other super plants and regional specialty ingredients into its product offerings, enhancing the brand's health-focused image [30][33]. Group 3: Industry Trends - The new tea beverage industry is evolving from a focus on volume competition to a deeper emphasis on quality, as companies like Heytea seek to differentiate themselves in a saturated market [28][33]. - The trend of "customized planting" is emerging as a key strategy for new tea beverage companies to ensure stable supply and improve product quality [15][25]. - Heytea's commitment to quality and natural ingredients reflects a broader shift in consumer preferences towards healthier and more transparent food options [29][33].