精准卡位下沉市场软饮新风向，港氏奶茶助力东鹏扩展多元化版图

Core Viewpoint - Dongpeng Beverage is expanding its "1+6" strategy by entering the low-sugar milk tea market with the launch of "Gangshi Milk Tea," targeting the down-market segment while leveraging its expertise in functional beverages [1][14]. Group 1: Market Context - The soft drink market is experiencing intense competition, with a noticeable recovery in demand compared to other fast-moving consumer goods [1]. - Dongpeng Beverage has successfully captured trends towards diversification, health, and functionality in beverages, achieving impressive sales in functional and sports drinks [1][11]. Group 2: Product Development - "Gangshi Milk Tea" is set to launch in the second half of 2025, aiming to combine traditional flavors with a low-sugar profile to appeal to health-conscious consumers [1][8]. - The product design incorporates elements from Lingnan architecture, reflecting local culture and enhancing brand recognition among consumers in the Guangdong and Southeast Asia regions [3][8]. Group 3: Market Strategy - The pricing strategy for "Gangshi Milk Tea" is set between 3-4 RMB, filling the gap between traditional low-sugar products and higher-end health drinks, thus appealing to a broader consumer base [12][13]. - Dongpeng's channel development strategy focuses on strengthening its presence in Guangdong while expanding nationally, with significant growth in emerging markets like North China [9][11]. Group 4: Competitive Landscape - The ready-to-drink milk tea market is characterized by a polarized supply structure, with a lack of products that meet consumers' complex demands for health, affordability, and flavor [12]. - Dongpeng aims to differentiate "Gangshi Milk Tea" by emphasizing its unique heritage flavor and health-oriented formulation, setting it apart from typical milk tea offerings [13][14]. Group 5: Broader Implications - The introduction of "Gangshi Milk Tea" is expected to reshape consumer perceptions of Dongpeng as primarily a functional beverage brand, expanding its market identity [14][16]. - The product is anticipated to enhance Dongpeng's presence in high-frequency consumption scenarios, such as dining and social settings, thereby increasing brand visibility and engagement [16][17].