新茶饮如何走出价格战

Core Insights - The new tea beverage industry in China is experiencing a shift from rapid expansion to a more rational restructuring phase, with a focus on profitability, supply chain efficiency, brand differentiation, and digital operations [2][4][5] Industry Development - As of now, there are over 301,000 new tea beverage-related enterprises in China, with a compound annual growth rate of 31.6% from 2015 to 2020. However, the growth rate has declined since 2021, indicating a period of industry consolidation and increased competition [2] - Major provinces with a high number of new tea beverage companies include Guangdong, Jiangsu, and Zhejiang, reflecting a strategic expansion into lower-tier markets [2] Company Performance - In the first half of this year, major companies like Mixue Group reported revenues of 14.875 billion yuan, a year-on-year increase of 39.3%. Bawang Chaji achieved net income of 3.332 billion yuan, up 10.2%, while Nayuki's Tea reported revenues of 2.178 billion yuan, showing significant improvement in core metrics [3] - Companies are increasingly focusing on health-oriented products, with initiatives like "Caffeine Red and Green Light" labels to help consumers manage caffeine intake [3][4] Market Trends - The industry is witnessing a trend towards health-focused products, with Nayuki's Tea launching initiatives to promote natural nutrition and reduce sugar content [4] - Companies are rejecting price wars and blind expansion, opting instead for differentiated competition strategies that enhance brand loyalty and customer experience [5][6] International Expansion - Bawang Chaji's overseas market transactions reached 235.2 million yuan, a year-on-year increase of 77.4%, with significant growth in the U.S. and Philippines [7][8] - Nayuki's Tea opened its first U.S. store, achieving sales of nearly 87,000 USD in just three days, indicating strong international demand [7] - Companies like Mixue Ice City are building a global supply chain, with plans to invest at least 4 billion yuan in Brazil over the next 3 to 5 years [8]