中金：茶企品牌高端化提升认知效率 高端品牌+连锁加盟模式ROE更高

Core Viewpoint - The Chinese tea market is projected to reach a scale of 325.8 billion yuan in 2024, with a CAGR of 3.5% over the past five years, indicating a fragmented brand landscape with significant growth potential [1][2]. Industry Overview - The tea industry in China is characterized by a diverse range of products and a fragmented brand landscape, with the top five brands holding a market share of only 2.7% [2]. - The non-standardized nature of the supply chain, high trust costs, and strong experiential attributes contribute to the fragmented market structure [2]. Market Dynamics - Key consumer scenarios include self-drinking and gifting, with a focus on mid-to-high-end products being crucial for market penetration [3]. - The mid-to-high-end gifting market benefits from higher brand recognition efficiency due to the separation of users and purchasers [3]. Brand and Channel Strategy - Companies are focusing on high-end branding and chain franchise models to enhance recognition efficiency and customer experience [4]. - The evolution of offline channels from distribution stores to specialized tea spaces is essential for building trust and enhancing consumer experience [4]. Competitive Landscape - The offline chain layout is a key differentiator for tea companies in terms of brand building efficiency and consumer engagement [5]. - Notable companies include: - Eight Horses Tea (06980): Leading in mid-to-high-end comprehensive branding with the highest number of stores and top sales in Oolong and black tea [5]. - China Tea: Recognized as the top brand in terms of brand value, with a diverse product range primarily through traditional distribution channels [5].