新中式糖水正席卷年轻人：20元一碗的“养生快乐”，凭啥叫板人均30的奶茶？

Core Viewpoint - The article discusses the rapid growth and transformation of the dessert beverage market, particularly focusing on new-style sugar water brands that are redefining consumer preferences and creating a new consumption trend in China [7][8]. Group 1: Market Expansion and Trends - The new-style sugar water brands, such as 麦记牛奶公司 (Mai Ji Milk Company) and 赵记传承 (Zhao Ji Chuan Cheng), have seen significant expansion, with 麦记牛奶公司 surpassing 700 stores and aiming for 1,000 new openings annually, while 赵记传承 has over 650 stores [4]. - Traditional dessert brands like 满记甜品 (Man Ji Dessert) and 鲜芋仙 (Xian Yu Xian) are showing signs of stagnation, with approximately 200 and 500 stores respectively, indicating a shift in consumer interest towards new brands [5]. - The dessert beverage market has seen over 60,000 new store openings in the past year, bringing the total to over 165,000, with a projected growth of dessert-related businesses exceeding 200,000 by April 2025 [10]. Group 2: Consumer Behavior and Preferences - The rise of new-style sugar water is driven by a shift in consumer demand for health-conscious and emotionally satisfying products, moving away from traditional dessert perceptions [7][8]. - A significant 65% of consumers prioritize emotional satisfaction when choosing beverages, indicating a trend towards products that provide immediate pleasure and comfort [15]. - The new sugar water offerings often incorporate healthier ingredients like rock sugar and medicinal herbs, appealing to consumers' desire for guilt-free indulgence [16]. Group 3: Innovation and Product Development - New brands are innovating by using local and health-oriented ingredients, moving away from traditional offerings like mango and taro to more unique options such as cassava and peach gum [12]. - The product structure is evolving towards lighter, more portable formats, making it easier for consumers to enjoy these beverages on the go, which is crucial in a high-cost environment [17][19]. - The article highlights two distinct business models: 麦记牛奶公司 focuses on standardization and rapid scaling using a tea-drink approach, while 赵记传承 emphasizes traditional craftsmanship and cultural heritage [26][30]. Group 4: Competitive Landscape and Challenges - The article notes potential challenges for the sugar water market, including competition from established tea brands that may enter the dessert space, leveraging their supply chains and customer bases [40]. - The non-essential nature of sugar water poses a risk for sustained growth, as it may be seen as an occasional treat rather than a daily necessity, which could limit market expansion [36]. - The balance between maintaining traditional craftsmanship and achieving operational efficiency is a critical challenge for brands like 赵记传承, which relies on skilled labor for product quality [37].