Core Insights - The Chinese new tea beverage industry is experiencing continuous expansion, but the growth momentum has shifted significantly, with industry growth rates expected to stabilize between 5% and 7% by the third quarter of 2025, down from previous high growth rates of over 20% [1] - Despite the overall slowdown, the brand Jasmine Milk Tea has opened 2,000 stores, representing over 200% growth compared to the end of 2024, showcasing strong anti-cyclical resilience and becoming a model for growth in the industry [1] Expansion Strategy - Jasmine Milk Tea employs a flexible expansion system combining direct sales and franchising, effectively releasing channel potential and adapting to various consumer scenarios [2] - The brand has successfully penetrated core business districts in first, second, and new first-tier cities, extending its network to regions like Xinjiang, Tibet, and Inner Mongolia, demonstrating strong brand reach [2] - The company has developed four store types to match different scenarios, achieving comprehensive coverage from shopping malls to communities and campuses, transforming from mere brand presence to lifestyle companionship [2][3] Product Innovation - To maintain consumer attraction amid rapid store expansion, Jasmine Milk Tea focuses on structural innovation, moving away from reliance on single hit products to a diverse product matrix centered around floral tea bases [4] - The brand's product strategy includes high-frequency launches and long-term offerings, significantly increasing the success rate of new products, such as the "Needle King Apple" series selling over 14 million cups in its first year [4] - This approach creates a virtuous cycle of product introduction, customer attraction, and repeat purchases, serving as a core engine for the brand's sustained growth [4] Brand Positioning - Jasmine Milk Tea aims to build brand premium by creating a composite experience that integrates tea, fragrance, and space, moving beyond simple price competition [6] - The brand enhances customer engagement through immersive sensory experiences in store design, making locations appealing emotional spaces for young consumers [7] - Collaborative marketing efforts with cultural icons and themed events further strengthen the brand's emotional connection with consumers, establishing a unique brand identity [9] Global Expansion - 2024 marks the year Jasmine Milk Tea begins its international expansion, entering the mature U.S. market and achieving significant monthly sales figures, providing valuable operational experience for future growth [10] - The brand has expanded its global footprint to include nearly 30 stores across the U.S., Canada, and Australia, recognized as a top innovator in the new tea beverage sector [12] - The company's success illustrates a new growth logic in the tea beverage industry, emphasizing anti-cyclical franchise systems, flexible business models, continuous structural innovation, and emotional brand value as key competitive advantages [12]