新老玩家争锋百亿冰茶赛道

Core Insights - The iced tea market in China is experiencing a resurgence with new entrants like Nongfu Spring, Yuanqi Forest, and Jinmailang launching products that replicate the "Xuri Sheng" iced tea, leading to significant sales growth in a health-conscious environment [1][2][3] Market Dynamics - The iced tea segment has seen a 53.9% year-on-year sales growth for Yuanqi Forest in Q2 2025, with a weighted market penetration rate increasing by approximately 10% [2][5] - Traditional brands like Master Kong and Uni-President are responding by emphasizing reduced sugar and no-sugar options, while also introducing carbonated tea products [1][6][7] Consumer Preferences - A significant 71.4% of consumers prioritize "no sugar/reduced sugar" labels when purchasing iced tea, with 82.9% preferring reduced sugar formulations [3] - The appeal of iced tea is enhanced by its summer suitability and health attributes, leading to strong consumer demand upon launch [3][4] Competitive Landscape - Yuanqi Forest's iced tea has reached sales of 200 million yuan in 2023, with projections to exceed 1 billion yuan in 2024, positioning it as a significant player in the market [5][6] - The introduction of innovative products, such as carbonated iced tea, is becoming a trend, with brands like Uni-President and Yuanqi Forest launching new variations [6][7] Historical Context - The iced tea category in China has over 30 years of history, with the original "Xuri Sheng" iced tea achieving significant market share before being overtaken by competitors [4] - The market has evolved from a duopoly of Master Kong and Uni-President to a more competitive landscape with new entrants focusing on innovation and health [4][8] Future Outlook - The competition will hinge on the ability to balance health and taste, with companies needing to establish technological barriers to succeed [8]