头部品牌集体“搞副业”，这个餐饮赛道卷不动了？

Core Viewpoint - K22. Strawberry Yogurt is launching a new store concept called "Afternoon Tea Market," which introduces snacks like pancakes and sausages, indicating a potential shift in strategy amidst increasing competition in the fresh yogurt market [1][7]. Product Strategy - K22. Strawberry Yogurt maintains a minimalist approach with around 10 yogurt SKUs priced between 18-19 yuan, while the Afternoon Tea Market adds snacks and desserts to its offerings [3]. - The Afternoon Tea Market features two store models: one with a core combination of yogurt, pancakes, sausages, and curry buns requiring about 30 square meters, and another with additional potato buns needing around 35 square meters [3]. - The flagship store in Handan showcases over 30 SKUs, with approximately 9 yogurt options and the rest being baked goods and snacks [3]. Pricing Strategy - The pricing for yogurt drinks at the Afternoon Tea Market aligns with K22. Strawberry Yogurt, while snacks emphasize value for money, with items like grilled sausages at 5.9 yuan and pancakes ranging from 1.9 to 5.9 yuan [5]. - Potato buns are priced between 12.8 and 13.9 yuan, and the highest-priced items in the tart series are kept under 16.8 yuan [5]. Store Design - K22. Strawberry Yogurt features a vibrant pink design appealing to a young audience, while the Afternoon Tea Market adopts a retro style with warm lighting and nostalgic decor to create an "old street market" atmosphere [5]. Industry Trends - The fresh yogurt market is experiencing increased competition, with many brands exploring new business models due to market saturation and product homogeneity [7][10]. - As of 2023, the total number of fresh yogurt stores in China has surpassed 23,000, indicating significant market growth [10]. - Brands like Mo Yogurt and Blueglass Yogurt are diversifying their product lines and exploring new retail formats to adapt to market changes [13][14]. Brand Innovations - Mo Yogurt has introduced a new store type called "Pasture Milk Warehouse," combining drinks and retail, while Blueglass Yogurt is focusing on functional yogurt products for health-conscious consumers [13][14]. - Several brands are launching sub-brands to capture different market segments, such as Mo Yogurt's high-end yogurt bowl brand "GOOOLDEN" and the fresh milk-based drink brand "Uniboba" [14].