新茶饮的“最强春节档” 有门店业绩环比增超1500%

Core Insights - The new tea beverage market experienced significant growth during the 2026 Spring Festival, driven by a combination of a 9-day holiday and increased consumer spending [1][6] - Major brands reported explosive sales increases, with some stores seeing sales growth of over 130% year-on-year and certain locations achieving up to 790% growth compared to pre-holiday levels [1][2] Group 1: Sales Performance - Jasmine Milk White's nationwide store GMV increased by over 130%, with some stores achieving a 790% increase in sales compared to the period before the holiday [1] - Sweet Lala reported some stores with over 1500% growth, and over 800% growth in more than a thousand rural stores [1] - Popular tourist cities like Chongqing, Chengdu, and Shanghai led in sales, with brands like Bawang Tea Ji and Jasmine Milk White performing exceptionally well [2] Group 2: Consumer Behavior - Consumers indulged more during the holiday, with reports of daily purchases of tea beverages, indicating a shift in spending habits during festive periods [1] - The influx of tourists, including international visitors, contributed to increased sales, particularly in scenic areas and transportation hubs [2][3] Group 3: Operational Strategies - Many brands adopted a "24-hour operation" strategy during the holiday, which significantly boosted sales, especially during late-night hours [3][4] - Brands prepared extensively for the holiday by hiring additional staff and stocking up on inventory to meet the increased demand [5] Group 4: Marketing and Promotions - Brands implemented various marketing strategies, including festive decorations and themed packaging, to enhance the holiday shopping experience [6] - The strong performance during the Spring Festival highlighted the robust growth potential of the new tea beverage industry, particularly in lower-tier markets and during peak consumption periods [6]