茶饮暗战，竟在种菜？

Core Viewpoint - The new tea beverage industry has evolved significantly, with over 3,000 chain brands generating nearly 500 billion yuan in revenue, and is now focusing on health standards and quality control in their products [2][5][20]. Group 1: Industry Development - The new tea beverage sector has transitioned from a chaotic phase to a more structured market, with major brands like Heytea, Naixue, and others going public in 2024 [2][5]. - The industry is witnessing a shift towards health-oriented products, with brands promoting initiatives like "true tea" and "true milk" [2][5][20]. Group 2: Health Standards - Heytea has established a health standard called "Four Truths and Seven Zeros," which emphasizes the use of genuine ingredients and the elimination of harmful additives [4][20]. - The company has achieved zero pesticide residue in its kale supply, which is a key ingredient in its new product offerings [4][13]. Group 3: Supply Chain Innovations - Heytea is focusing on centralized supply chains for kale, ensuring consistent quality and control over the growing process [11][13]. - The company has implemented advanced agricultural practices to maintain zero chemical fertilizers and pesticides, enhancing the quality of its ingredients [16][17]. Group 4: Product Innovation - The introduction of kale as a primary ingredient in beverages has transformed it from a minor component in salads to a popular drink ingredient, with Heytea selling 3.5 million cups in a month [9][11]. - Other brands are following suit, launching their own kale-based drinks, indicating a competitive trend in the market [11][15]. Group 5: Market Positioning - Heytea's strategy of focusing on upstream supply chain management is creating a competitive barrier that is difficult for other brands to replicate [27][29]. - The company is expanding its agricultural partnerships across various regions in China to ensure a steady supply of high-quality fruits and vegetables [29].