对标蜜雪冰城，果呀呀子品牌要干倒果呀呀？

Core Viewpoint - The recent launch of the sub-brand "Tang Shi Song Cha" by Guo Ya Ya, which aims to compete directly with its parent brand by offering lower-priced fruit tea products, has sparked significant discussion and interest in the market [1][4]. Company Strategy - "Tang Shi Song Cha" was quietly launched in May 2023, with its first store located near a Guo Ya Ya outlet in Changsha, and has since opened three locations [4]. - The pricing strategy for "Tang Shi Song Cha" is notably aggressive, with products priced at one-third of Guo Ya Ya's offerings, ranging from 8 to 10 yuan per cup [4][10]. - The product lineup includes 18 items such as fruit milk tea and fresh fruit juice, maintaining a creative naming style similar to Guo Ya Ya [4]. Market Positioning - Guo Ya Ya has previously launched other sub-brands, including "Wo Hu Cha Nong" and "E Mi Coffee," indicating a strategy to explore various market segments [7][8]. - The introduction of "Tang Shi Song Cha" aligns with a broader industry trend where competitors are increasingly targeting the sub-10 yuan price range, as seen with brands like Shu Yi Shao Xian Cao and Gu Ming [8][10]. Operational Efficiency - The smaller store model of "Tang Shi Song Cha," often located in lower-rent areas such as schools, helps reduce operational costs compared to Guo Ya Ya's traditional store sizes [10]. - The successful implementation of "Tang Shi Song Cha" is supported by Guo Ya Ya's established supply chain, which has been optimized through long-term agreements with local fruit orchards [10][11]. Future Developments - Guo Ya Ya is expected to continue expanding its brand portfolio, with plans for a new coffee brand "Guo Ya Ya G Coffee" on the horizon [11].