喜茶卖蛋挞，茉莉奶白上新“可以喝的”提拉米苏...茶饮又来卷烘焙了？

Core Viewpoint - The article discusses the trend of tea beverage brands integrating baked goods into their offerings, indicating a shift in strategy to overcome growth challenges in the beverage market [4][6][11]. Group 1: New Product Innovations - New products like "croissant tarts" featuring popular tea flavors such as "Taro Boba" and "Mango Sweet Dew" are being introduced by brands like Heytea [1][18]. - The concept of "drinkable tiramisu" has emerged, combining mascarpone cheese, salty milk, and coffee flavors to create a layered dessert experience [2][19]. Group 2: Market Dynamics - The tea beverage market is becoming increasingly competitive, with brands struggling to maintain repeat purchases from consumers who have already tried their signature drinks [6][33]. - Baked goods like cakes and tarts naturally encourage higher repurchase rates due to their versatility in various consumption scenarios, such as afternoon tea and late-night snacks [7][8]. Group 3: Brand Strategy and Consumer Engagement - Tea brands are not merely adding baked goods but are redefining their brand language to include baked products, creating a new growth cycle [11][14]. - The integration of familiar beverage flavors into baked goods allows brands to leverage existing customer bases and reduce the costs associated with launching new products [27][30]. Group 4: Visual and Social Media Appeal - Baked goods inherently possess visual appeal, making them more shareable on social media, which can drive consumer interest and engagement [24][26]. - The concept of "CAKE TEA" reflects a strategic move to enhance customer experience and extend brand narratives through innovative product offerings [37][38]. Group 5: Industry Evolution - The baking industry is encouraged to rethink its product boundaries, focusing on brand emotion and memorability rather than just taste [35][39]. - The collaboration between beverage and baking sectors represents a pragmatic approach to consumer engagement, potentially leading to dual growth opportunities [33][39].