2025茶餐厅行业品类发展报告

Core Insights - The tea restaurant industry is experiencing steady growth driven by consumer demand upgrades and business model innovations, with the market size expected to exceed 800 billion yuan in 2024, reflecting a year-on-year growth of 6.8% [1][6][12] - The primary consumer demographic consists of urban white-collar workers, family consumers, and young tourists aged 25-40, who favor both traditional offerings and innovative fusion dishes [1][6] - Major brands are diversifying their strategies across positioning, product offerings, store styles, and marketing approaches, with a notable shift towards digital transformation and multi-channel operations [1][6][34] Industry Overview - The tea restaurant sector has evolved through four stages: origin, exploration, steady development, and rapid growth, with the current phase marked by adjustments and transformations due to various challenges [6][14] - The market size for tea restaurants is projected to reach 300 billion yuan by 2025, with over 28,000 stores nationwide as of August 2025 [6][12] - The majority of tea restaurant brands focus on regional development, with a few attempting cross-regional expansion [19][23] Development Trends - Brands are actively seeking transformation by refining their positioning, product innovation, store aesthetics, and marketing strategies to adapt to changing consumer preferences [1][34] - The industry is expected to move towards refined operations, differentiated competition, and cultural empowerment, with a focus on quality enhancement over mere scale expansion [1][34] Challenges - The tea restaurant industry faces significant challenges, including severe product homogenization, insufficient brand innovation, and high supply chain costs, which hinder the establishment of unique competitive advantages [21][22][28] - Consumer perceptions of value and price sensitivity are increasing, with many consumers prioritizing cost and discounts in their dining choices [25][27] - Traditional marketing and service models are becoming outdated, leading to a decline in appeal among younger consumers [30][31]