茶颜悦色也做烘焙了

Core Viewpoint - Chayan Yuesheng is expanding its business by introducing a new store format called "Chayan Handmade Bakery," which sells both Western and Chinese baked goods at affordable prices, indicating the brand's determination to seek growth opportunities in a competitive market [1][2][6]. Group 1: New Business Initiatives - The new store format "Chayan Handmade Bakery" focuses on freshly baked products, with a slogan emphasizing the use of good ingredients and simplicity in preparation [2]. - The bakery offers a variety of products, including basic bread, croissants, pineapple buns, egg tarts, and Chinese pastries, with prices ranging from 3 to 6 yuan, predominantly around the 5 yuan mark [2][3]. - The bakery is not a standalone store but operates as a store-in-store concept within an existing Chayan Yuesheng location in Changsha [3]. Group 2: Market Strategy and Positioning - Chayan Yuesheng is diversifying its offerings to enhance customer experience and increase sales frequency, as the tea beverage market is becoming saturated [6][8]. - The brand has previously launched various store types, including discount stores and specialty shops, to cater to different consumer needs and preferences [4]. - The company has also entered the North American market through e-commerce, selling snacks, tea sets, and cultural products, rather than opening physical stores [4]. Group 3: Competitive Landscape - The tea beverage industry is experiencing intense competition, with many brands exploring bakery offerings as a means to drive growth [5][7]. - Chayan Yuesheng's approach of combining tea and baked goods is not unique, but the brand has opportunities to differentiate itself through unique flavors and high-quality products [7]. - Industry experts suggest that the brand should focus on maintaining product quality, innovating new offerings, and enhancing brand recognition through cultural activities and social media engagement [8].