茶酒融合催生“微醺”新赛道，新茶饮品牌争饮“昼夜”经济

Core Insights - The emergence of a new "tipsy" trend in the domestic consumption market is driven by the blending of daytime tea drinks and nighttime alcoholic beverages, with brands like Cha Baidao and Tea Yan Yue Se leading the charge into this crossover market [2][4] Group 1: Market Trends - The return of Cha Baidao's classic liquor milk tea has achieved impressive sales, with nearly 120,000 cups sold on the first day, indicating strong consumer interest in tea-alcohol fusion products [3][4] - The market for craft beer is rapidly growing, with projections suggesting it will exceed 100 billion yuan by 2025, providing an attractive crossover opportunity for tea brands [4] Group 2: Consumer Preferences - Younger consumers are increasingly favoring light, low-alcohol beverages, which aligns well with the offerings of new tea drinks, creating a synergy between the two markets [4][5] - The pricing strategy for these new products is aimed at being accessible, with most items priced between 15 to 25 yuan, lowering the barrier for consumers to try these innovative drinks [3] Group 3: Business Strategies - The success of the "tea + alcohol" model requires a shift from mere product mixing to deeper scene-based operations, enhancing user engagement through community-focused experiences [5] - Brands are encouraged to innovate continuously and ensure product quality to transform this trend from a temporary market phenomenon into a sustainable business model [5]