茉莉奶白破局“茶饮下半场”：2000门店的品牌成功实现抗周期增长

Core Insights - The Chinese new tea beverage industry is experiencing continuous expansion, but the growth momentum has clearly shifted [1] - The company, Jasmine Milk White, emphasizes both quality and quantity through strict franchisee selection, standardized operational training, and ongoing management supervision to ensure stable product and service output at its stores [1] Expansion Strategy - Jasmine Milk White employs a flexible expansion system combining direct sales and franchising, maximizing channel potential [3] - Direct stores serve as "innovation laboratories" for brand image display, product development testing, and operational standard output, while franchise stores are the main force for penetrating diverse consumer scenarios [3] - The company has successfully extended its network to regions such as Xinjiang, Tibet, and Inner Mongolia, showcasing strong brand influence [3] Product Innovation - To avoid transient popularity, Jasmine Milk White focuses on "structural innovation" by moving away from reliance on single hit products [3] - The company has developed a product matrix around a "floral tea base," including four major series: floral fresh tea, cloud-top tea, fruit milk, and modern specialty tea [3] - The product strategy of "high-frequency new launches + long-term retention" has significantly improved the success rate of new products [3] Brand Differentiation - By combining solid product strength with scale effects, Jasmine Milk White is moving beyond simple price competition to establish unique brand premium capabilities through a "tea + fragrance + space" composite experience [5] - The brand's proposition of "beauty in harmony" is manifested through a rich product line, flexible space design, and self-expressive marketing activities, creating a difficult-to-replicate brand premium [7] Industry Trends - The industry is transitioning from "barbaric growth" to "refined operations," with Jasmine Milk White demonstrating that brands must balance scale and quality, innovation and stability, as well as product and emotional connection to maintain a competitive edge [9]