一年拓店1000+，“糖水”成了2025年的小风口

Core Insights - The resurgence of "sugar water" brands in China is marked by the rapid expansion of new brands like 麦记牛奶公司,汕心, and 怡满分, which are capitalizing on the supply gap left by aging traditional brands [1][3] - 麦记牛奶公司 plans to open over 1,000 stores nationwide this year, significantly outpacing traditional brands like 满记甜品 and 鲜芋仙, which have never exceeded 800 stores [1][8] - New tea brands are also entering the sugar water market, with products that cater to seasonal demands and health trends, indicating a shift in consumer preferences [1][3] Industry Dynamics - The new sugar water brands focus on regional ingredients and a light health positioning, appealing to modern consumers' health-conscious demands [3][5] - The sugar water category's growth provides a new direction for the saturated tea beverage industry, which has been experiencing negative growth [3][4] - The operational model of new sugar water brands is more efficient, with a focus on takeout and delivery, which lowers service costs and rent [9][10] Market Challenges - Sugar water is unlikely to become a universal consumer product like new tea drinks due to its limited consumption frequency and reliance on specific serving methods [4][11] - The average price point for sugar water brands is higher than that of tea drinks, which may limit consumer frequency [11][12] - The sugar water market may face pressure from stronger tea brands that can leverage better supply chains and distribution channels [10][12] Competitive Strategies - 麦记 is diversifying its product offerings by introducing tea drinks alongside sugar water to broaden its market appeal [12][14] - The industry is characterized by cyclical trends, where consumer interest shifts every few years, making it crucial for brands to capitalize on current trends [14][15] - The key for brands is to seize the market opportunity during the peak of interest in sugar water, establishing brand recognition and market share through rapid expansion [15]