Core Viewpoint - The collaboration between traditional tea brand Wu Yutai and Shuanghe Sheng to launch jasmine tea craft beer represents a significant trend of cross-industry innovation, aiming to attract a younger consumer base and expand market reach [1][3]. Group 1: Product Innovation - Wu Yutai has introduced two packaging sizes for the jasmine tea beer: 330ml cans and 650ml bottles, catering to different consumption scenarios [3]. - The product launch is part of Wu Yutai's strategy to modernize and diversify its offerings, moving from traditional tea products to innovative beverages [3][4]. - The jasmine tea beer has received positive reviews on social media, indicating a successful initial reception and increased brand visibility for Wu Yutai [1][3]. Group 2: Market Trends - The trend of cross-industry collaborations among traditional brands is gaining momentum, with various old brands exploring new product categories to engage younger consumers [5][6]. - The Beijing government is actively promoting the revitalization of traditional brands through policies that encourage innovation and collaboration with popular culture [5][8]. - The rise of national trends emphasizes the importance of cultural heritage in branding, suggesting that traditional brands need to leverage their cultural roots to enhance recognition in both domestic and international markets [6][8]. Group 3: Strategic Direction - Wu Yutai plans to continue exploring new products as part of its youth-oriented transformation strategy, aiming to inject new vitality into the brand [3][4]. - The company is focused on maintaining a diverse product structure while emphasizing the quality and cultural significance of its offerings [4][8]. - The integration of traditional craftsmanship with modern technology is seen as essential for the ongoing success and relevance of old brands in the contemporary market [8].
吴裕泰、双合盛推茶啤 老字号跨界如何“流量”变“留量”
Bei Jing Shang Bao·2025-06-18 12:33