Core Viewpoint - The rise of instant tea and coffee drinks, fueled by subsidies on delivery platforms, has significantly impacted traditional brands like Xiangpiaopiao, which is experiencing a decline in sales and profits due to changing consumer preferences and increased competition from ready-to-drink options [2][5][10]. Group 1: Company Performance - Xiangpiaopiao expects a revenue of 1.035 billion yuan for the first half of 2025, representing a year-on-year decline of over 12% [5]. - The company anticipates a net loss of 97.39 million yuan, which is an increase of approximately 67.89 million yuan compared to the same period last year [5]. - The stock price of Xiangpiaopiao has dropped over 60% from its historical high of 35.09 yuan in August 2019, closing at 13.77 yuan on July 14, 2025 [5]. Group 2: Market Trends - The price of ready-to-drink tea has fallen below 3 yuan, making it competitive against canned beverages, which poses a challenge for Xiangpiaopiao's traditional products [5][6]. - The trend towards instant drinks, especially during summer, has become a necessity for young consumers, leading to a shift in market dynamics [6][8]. - The ongoing subsidy wars among delivery platforms are intensifying competition, with brands like Mixue Ice Cream and Luckin Coffee offering prices as low as 3.5 yuan for their drinks [6][11]. Group 3: Strategic Adjustments - Xiangpiaopiao is attempting to adapt by launching new product lines, such as "original leaf fresh milk tea," which aims to meet health standards and appeal to changing consumer tastes [8][9]. - The company is also exploring new sales channels, particularly in the snack wholesale sector, with over 30,000 stores already collaborating with them [8]. - Xiangpiaopiao's new product series emphasizes quality and aims to compete with ready-to-drink beverages, with prices around 8 yuan per cup [9].
外卖大战的第一个「受害者」出现了？
3 6 Ke·2025-07-15 12:48