新茶饮的下半场竞争转向同质化破圈

Core Viewpoint - The new tea beverage market is experiencing severe homogenization and intense competition, with brands struggling to differentiate themselves in a saturated environment [4][6][9] Group 1: Market Dynamics - The new tea beverage sector remains active and competitive, with brands like Gu Ming, Ba Wang Cha Ji, Mi Xue Bing Cheng, and Hu Shang A Yi recently listing on the Hong Kong Stock Exchange, joining earlier entrants like Nai Xue's Tea and Cha Bai Dao to form the "New Tea Beverage Six Little Dragons" [4][5] - Market growth has significantly slowed after years of rapid expansion and internal competition, prompting brands to shift focus towards deeper market penetration [5][6] Group 2: Product Homogenization - There is a notable increase in product homogenization, with many brands offering similar flavors and product names, making it difficult for consumers to distinguish between them [6][8] - Popular product combinations often follow a basic model of "tea base + fruit/dairy + toppings," leading to a lack of innovative breakthroughs and a tendency for consumers to switch to cheaper alternatives [6][8] Group 3: Marketing Strategies - Although the number of brand collaborations has decreased, they remain a crucial marketing strategy, with approximately 125 collaborations reported in 2025, averaging ten per month [7] - Recent marketing efforts have shifted towards more creative strategies, such as unique promotional events, to engage consumers beyond traditional IP collaborations [7][8] Group 4: Health and Emotional Value - Brands are increasingly focusing on health-oriented products, incorporating ingredients like kale and dietary fibers to meet diverse consumer health needs [8][9] - Emotional experiences during consumption are becoming more important, with consumers valuing the social aspects of beverage consumption alongside taste [9]