Core Viewpoint - Company is attempting to revitalize its brand and address growth concerns through the launch of a new store model called "Pasture Milk Warehouse" in the competitive fresh yogurt market [1][4]. Product and Store Model - The new store model features a larger space, transparent production processes, and a combination of dining and retail offerings, including organic products and baked goods [3][4]. - The pricing strategy maintains the existing price range of 22-27 yuan for main yogurt products while introducing new items to enhance customer experience and potential sales [7][8]. Franchise Model and Challenges - The new store model has a higher franchise entry threshold and operational costs, targeting high-end commercial areas, which may impact the speed of expansion [3][8]. - The company aims to repair trust issues stemming from previous food safety scandals by implementing stricter franchise management and product quality controls [5][6][10]. Industry Context and Competition - The fresh yogurt market is becoming increasingly competitive, with both leading brands and regional players vying for market share, necessitating a focus on product differentiation and consumer trust [9][10]. - The company has introduced a new industry standard for fresh yogurt smoothies to enhance product safety and quality, addressing consumer health concerns [9][10].

Core Insights - The rise of "light milk tea" reflects the contemporary young consumers' demand for health, with CoCo's new product "Konggu Bailan" emphasizing a fresh and light experience [1][3][19] Product Development - CoCo's "Konggu Bailan" features a new tea base and packaging, focusing on natural ingredients and precise ratios to enhance flavor while maintaining a simple structure [3][19] - The product uses high-quality mountain white tea, blending tea and floral notes to create a refreshing taste experience [3][19] - CoCo employs "Biru Ice Block" as the sole dairy source, which is a pure milk product with only whole milk in its ingredient list, resulting in a lower calorie count of 146 calories per cup compared to over 220 calories for similar products [3][10][11] Consumer Experience - The new packaging and surrounding design reflect a "natural and pure" aesthetic, telling a story from raw materials to visual representation [5][19] - CoCo provides a "Milk Transparency Label" with the drink, informing consumers that the product contains no base milk, only Biru Ice Block, addressing previous consumer concerns about ingredient clarity [8][10] Nutritional Comparison - Biru Ice Block has a significantly higher protein content (6.2g/100ml) and lower fat content (5.5g/100ml) compared to traditional base milk, which typically contains 22-30g of fat per 100ml [11][19] - The focus on health and low-fat options aligns with consumer expectations for healthier beverage choices [11][17] Market Positioning - CoCo aims to redefine the light milk tea category by emphasizing ingredient transparency and quality, responding to consumer demands for healthier options [19] - The shift in the tea beverage market from fast-moving consumer goods to a lifestyle choice reflects a deeper connection between brands and consumers, with CoCo leading the charge in ingredient transparency [19]

Core Viewpoint - The new-style tea beverage industry is evolving towards healthier options, driven by increasing consumer health awareness and demand for transparency in ingredients [3][6][22]. Group 1: Market Trends - New-style tea beverages have been developing for about 15 years, with a shift towards healthier ingredients and preparation methods [3][6]. - A significant portion of tea drink consumers (49.4%) express health concerns, while 42.2% are worried about weight gain [3][6]. - The trend of "ingredient transparency" is gaining traction, with brands providing detailed nutritional information and ingredient sourcing [6][15]. Group 2: Brand Innovations - Brands like Bawang Chaji are enhancing their product information, including glycemic index and calorie counts, to cater to health-conscious consumers [8][11]. - In 2023, Shanghai implemented regulations encouraging food producers to create and label low-sugar, low-fat, and low-salt products [11][13]. - Companies like Heytea are publicly sharing ingredient sources and nutritional reports, including caffeine content, to build consumer trust [15][18]. Group 3: Consumer Behavior - Consumers are increasingly becoming "ingredient-conscious," preferring products with clear and healthy ingredient lists [14][22]. - The rise of "health-focused" products, such as Bawang Chaji's fruit and vegetable teas, reflects a shift in consumer preferences towards nutritious options [26][34]. - The trend of "health water" and other functional beverages is emerging, targeting young women who prioritize health and wellness [37][40]. Group 4: Marketing Strategies - Many tea brands are collaborating with fitness influencers to promote their products as part of a healthy lifestyle [29][31]. - The marketing narrative is shifting to emphasize that the overall lifestyle choices of consumers play a significant role in health, rather than solely focusing on the beverages themselves [31][42].

Core Viewpoint - The emergence of "edamame milk tea" has become a spring sensation in the beverage industry, with brands like Nayuki, Percent Tea, and Jacques Coffee promoting it, leading to significant sales success and consumer engagement [4][6][17]. Group 1: Product Launch and Popularity - "Edamame milk tea" has quickly risen to the top three in sales, with some stores even running out of stock due to high demand [4][5]. - The product features unique combinations, such as Percent Tea's "Edamame Biluo Spring with Salted Cheese," priced at 20 yuan, which combines local edamame with Biluo Spring tea and oat milk [9][10]. - Other brands have also introduced their versions, like Jacques Coffee's "Edamame Longjing" and Nayuki's "Edamame Avocado Yogurt Cup," both receiving positive feedback [12][14]. Group 2: Consumer Reception and Marketing - Social media discussions about "edamame milk tea" have surged, with over 10,000 related posts and significant engagement on platforms like Xiaohongshu [9]. - Percent Tea's marketing strategy, including a collaboration with Tesla offering a chance to win a Model 3, has attracted considerable attention and consumer interest [37][41]. Group 3: Innovation and Market Trends - The introduction of edamame as a beverage ingredient reflects a broader trend in the tea industry towards incorporating vegetables, following the popularity of fruit and vegetable teas [45]. - Edamame's versatility and mild flavor make it a more appealing alternative to other trendy ingredients like kale, which can have a stronger taste [30][32]. - The stable supply chain and lower cost of edamame compared to other trendy ingredients contribute to its attractiveness for beverage brands [34][35]. Group 4: Future Directions - The industry is expected to continue exploring unique and seasonal ingredients, with a focus on creating differentiated products that resonate with consumers [49][50]. - The emphasis will be on integrating creativity and curiosity into product development to maintain consumer interest and engagement over time [52].