Core Viewpoint - Nayuki Tea is actively exploring new growth paths, focusing on health upgrades and the introduction of light food and beverage products to meet consumer demand for nutrition and health [1][3][4] Product Development - Nayuki Tea launched a "sugar-free natural nutrition" initiative, introducing a series of light food and beverage products that include at least three types of green ingredients to provide essential nutrients [1] - The new Nayuki Green light food store model has opened over 30 locations in major cities, offering all-day service to cater to consumer needs for breakfast, lunch, and afternoon tea [3] - The pricing of Nayuki Green's energy bowls ranges from 23.8 to 28.8 yuan, which is competitive compared to other light food brands [3] Market Positioning - The tea beverage industry is experiencing intense competition, with Nayuki Tea transitioning from a traditional tea model to a focus on light food and beverages, reflecting broader industry trends [3][4] - Nayuki Tea faces challenges in brand recognition and competition within a saturated market, where consumer preferences are shifting towards quality and price [3][4] Industry Trends - The beverage industry is increasingly shifting towards health-oriented products, with major brands like Heytea and Bawang Tea also focusing on health [4] - Nayuki Tea's new store model represents a strategic pivot to find new growth opportunities amid rapid market changes and increased competition from both tea brands and light food restaurants [4]
从“一茶一包”到“轻饮轻食” 奈雪的茶讲新故事