茶底升级背后，甜啦啦让茶饮回归产品本身

Core Insights - The new tea beverage industry is experiencing a decline in co-branding marketing, with brands shifting focus back to product quality and development [1][9] - Sweet Lala has upgraded its popular products "One Barrel Fruit Tea" and "One Barrel Family" by enhancing the tea base with guidance from intangible cultural heritage tea masters, aiming for a higher quality and cultural integration [3][4][6][17] Industry Trends - The new tea beverage sector is entering a new competitive phase, emphasizing product quality over marketing gimmicks [1][9] - The industry has evolved from using instant tea powders to premium tea leaves, with a current trend towards integrating traditional tea-making techniques and cultural heritage [13] Company Developments - Sweet Lala's tea base upgrade is a strategic move to meet the expectations of young consumers for quality products, showcasing the brand's commitment to quality and innovation [9][12] - The brand has established a robust supply chain, ensuring high-quality raw materials and cold chain logistics, achieving nearly 100% nationwide cold chain coverage [12][13] Product Innovations - Sweet Lala's recent product upgrades include the "One Barrel Fruit Tea" and "One Barrel Family," which now feature "Qingyun Oolong" and "High Mountain Jin Hong" tea bases, respectively, enhancing flavor and quality [6][7][9] - The brand has successfully launched other popular products like "Fresh Jasmine Milk Tea," which sold 1.2 million cups within three days of its release [10][12] Cultural Integration - Sweet Lala's collaboration with intangible cultural heritage tea masters aims to blend traditional tea culture with modern consumer preferences, enhancing the overall tea experience [4][17] - The brand's focus on cultural storytelling and emotional resonance in its products reflects a deeper connection with consumers, moving beyond mere profit [17]