解读新茶饮品牌TOP50：拼口味是幌子，供应链才是真王牌？

Core Insights - The new tea beverage industry is shifting its competitive focus from front-end brand marketing to the depth of supply chain systems, highlighting the importance of supply chain capabilities in achieving success in a market valued at 350 billion [14][23][88] - A recent report and ranking of the top 50 new tea beverage supply chain brands emphasizes the need for collaboration between eastern and western regions of China, moving beyond traditional metrics like store count and revenue to evaluate core supply chain attributes [6][9][11] Industry Trends - The industry is transitioning from a phase of rapid growth to a key transformation period characterized by structural differentiation, with a notable increase in the closure of smaller brands [12][21] - The report indicates that the number of new tea beverage stores opened in the past year was 118,000, while closures reached 157,000, leading to accelerated market consolidation [20][21] Supply Chain Dynamics - The supply chain is now recognized as the "invisible backbone" of the new tea beverage industry, with a focus on raw material quality, supply capacity, efficiency models, and service depth [5][10][14] - Companies are increasingly leveraging AI for accurate sales forecasting, achieving an error rate of less than 5% and improving inventory turnover rates by 40% [3][4] Cost Management Strategies - Successful companies are not merely reducing costs through lower-quality ingredients but are optimizing logistics and production processes to maintain product quality while achieving cost savings [28][33] - For instance, a large restaurant chain's switch from a 60 yuan per kilogram coffee bean to a 50 yuan option resulted in minimal savings at the expense of taste, while optimizing logistics for fresh milk can yield significant cost reductions without compromising flavor [28][30][33] Product Innovation - Health-conscious trends are shaping product offerings, with low-sugar and natural ingredients becoming standard, and the report predicts that by 2025, the usage rate of sugar substitutes in milk tea will reach 61.3% [42][43] - Innovations in packaging and equipment are crucial for scaling new tea beverage brands, with a shift from aesthetic appeal to enhancing consumer experience [47][48] Collaborative Ecosystem - The new tea beverage industry is moving towards a "co-creation" model where brands and suppliers work together to meet consumer demands and share risks [55][62] - This collaborative approach is exemplified by customized logistics solutions and standardized quality measures that enhance operational efficiency and product consistency [57][64] Global Expansion - Leading brands are focusing on global supply chain strategies, enhancing direct sourcing and intelligent distribution networks to improve responsiveness and efficiency [74][76] - The industry is also embracing digital technologies to streamline supply chain processes, with a focus on local adaptation and compliance in international markets [75][76] Cultural and Economic Impact - The new tea beverage sector is evolving into a complex industry that combines consumer and cultural attributes, significantly impacting agricultural development and rural revitalization [78][81] - The collaboration between Guangdong and Guizhou provinces is fostering a new tea beverage supply chain center, benefiting local tea farmers and enhancing their income [82][85]