“国民奶茶”香飘飘：即饮业务首超冲泡业务 第二成长曲线发力

Core Insights - The company "Xiangpiaopiao" reported a revenue of 1.035 billion yuan for the first half of 2025, with a notable performance in the ready-to-drink segment, which generated 591 million yuan, reflecting a year-on-year growth of 8.03% [1] - The company has consistently increased its R&D investment, reaching 28 million yuan in the first half of the year, a 49.11% increase year-on-year, indicating a strong commitment to product innovation and long-term development [1] Ready-to-Drink Business - The ready-to-drink segment has become the company's "second growth curve," accounting for 58.27% of total revenue, surpassing the brewing segment for the first time [2] - New product launches, such as "Orange Jasmine" and "Mulberry Jasmine," have resonated well with young consumers, demonstrating effective product positioning and market strategy [2] - Marketing efforts, including the announcement of a new brand ambassador and innovative campaigns, have led to significant sales increases, with a 361% surge in e-commerce sales during the "618" shopping festival [3] Brewing Business - The brewing segment is focusing on health and high cost-performance, with new product offerings aimed at restoring brand perception [4] - The introduction of new flavors and a partnership with a celebrity for product endorsement has effectively targeted health-conscious urban women aged 25-40 [4] - Offline marketing activities have enhanced brand recognition, leading to a 58.6% increase in e-commerce sales for new products [5] Overall Operations - The company is enhancing operational efficiency through channel innovation, R&D, and supply chain upgrades [6] - Revenue from e-commerce channels reached 106 million yuan, a 12.39% increase, while direct sales and export revenues also showed significant growth [7] - The company plans to continue its "dual-wheel drive" strategy, focusing on both brewing and ready-to-drink segments, with expectations for substantial performance improvement in the upcoming months [7]