“翻红”的泰奶，还能火多久？

Core Insights - The resurgence of Thai milk tea brands is marked by a shift in consumer perception, moving away from stereotypes of being overly sweet and unhealthy to a focus on natural ingredients and unique flavors [1][13][20] - New Thai milk tea brands are achieving significant financial success, with some stores reporting monthly revenues as high as 950,000 yuan (approximately 135,000 USD) and rapid expansion across major cities [3][8][21] Market Trends - A new wave of Thai milk tea brands, such as Zheng Shilong and Thai Ke Tea Garden, have quickly gained popularity, with the latter expanding to 130 stores in major cities like Beijing and Shanghai within a short time frame [3][8] - Social media platforms like Douyin and Xiaohongshu have seen massive engagement with Thai milk tea content, with related topics garnering over 77 million views on Douyin and 130 million on Xiaohongshu [5][19] Product Positioning - The new Thai milk tea brands are positioned in the mid to high-end market, with prices ranging from 22 to 28 yuan (approximately 3.20 to 4.00 USD), contrasting with previous brands that typically priced their products between 18 to 20 yuan [8][20] - These brands emphasize a premium experience, focusing on store design and product presentation to create an inviting atmosphere for consumers [10][13] Health and Quality Focus - The new brands are actively working to shed negative perceptions associated with Thai milk tea, such as high sugar content and artificial ingredients, by promoting the use of natural ingredients and healthier preparation methods [13][14][20] - Innovations in flavor profiles, such as the introduction of savory elements to balance sweetness, are being utilized to attract health-conscious consumers [16][20] Industry Dynamics - The rise of Thai milk tea brands is supported by a mature industry structure, with effective team collaboration and resource sharing among brands, enabling rapid market penetration and scalability [21][23] - The timing of this trend coincides with a saturation in the traditional tea beverage market, prompting a shift towards unique offerings like Thai milk tea that appeal to younger consumers seeking novelty [20][21] Future Considerations - The sustainability of this trend may be challenged by the need for consistent consumer engagement and the ability to convert initial trial into repeat purchases, which will be crucial for long-term success [23]