距离湛江第一家店开业14年后，林里迎来了第三次系统性品牌升级。 1月15日，在广州朗豪酒店，林里举办了一场以"IP进化、产品革新、品牌焕新"为核心的3.0发布会。 林里LINLEE董事长、创始人王敬源发表演讲 现场，憨态可掬的"林里鸭"IP形象在聚光灯下亮相——这个拥有超2000家门店、连续两年销量第一的柠檬茶品牌，正式开启了从"现制手打柠檬茶品 牌"到"柠檬茶与生活探索品牌"的战略升级。 在全国现制茶饮市场竞争白热化、柠檬茶赛道从"增量扩张"进入"提质竞争"的背景下，林里的升级并非简单的视觉调整或口号更迭。 其背后是一场深刻的品牌认知重塑：将消费者心中"送小黄鸭的柠檬茶"模糊印象，转化为"好喝的柠檬茶=林里，那只小黄鸭＝林里鸭"的清晰等式。 14年积淀，从区域品牌到国民级茶饮的成长逻辑 时间回溯至2012年，林里在广东湛江开出第一家门店，聚焦香水柠檬茶这一细分赛道。 林里LINLEE 8项认证发布 十四年时间里，品牌经历了1.0的产品验证、2.0的规模扩张，现在到了3.0的价值提升阶段。 在1.0时代，即2018年-2021年期间，林里以产品品质为核心，以街边小店为主力业态，门店面积多在7-15平米，但那时 ...

Core Viewpoint - Linlee is undergoing a significant brand upgrade from a "freshly made lemon tea brand" to a "lemon tea and lifestyle exploration brand," marking its third systematic brand evolution after 14 years since its first store opening [2][5][6]. Brand Evolution - The brand's journey began in 2012 with its first store in Zhanjiang, focusing on a niche market of scented lemon tea [9]. - Over 14 years, Linlee has transitioned through three phases: 1.0 (product validation), 2.0 (scale expansion), and now 3.0 (value enhancement) [10][11]. - In the 1.0 phase (2018-2021), Linlee focused on product quality and small street-side stores, proving the market viability of lemon tea [11]. - The 2.0 phase began in 2021 with significant investment and a rebranding effort, including a new visual identity and expansion into shopping malls [12][21]. Brand Recognition and IP Development - The brand aims to shift consumer perception from "the lemon tea that gives away little yellow ducks" to a clear association of "delicious lemon tea = Linlee" [7][14]. - The introduction of the "Linlee Duck" IP is central to the 3.0 upgrade, aiming to create a unique and recognizable brand character with its own personality and commercial value [16][17]. Market Position and Strategy - Linlee has maintained its position as the top-selling lemon tea brand in China for two consecutive years, with a projected GMV of over 27 billion by 2025 and a store count reaching 2000 [12][21]. - The brand is shifting from a focus on "handmade lemon tea" to a broader lifestyle exploration, emphasizing quality, experience, and emotional value [20][22]. Product and Visual Innovation - The 3.0 upgrade emphasizes a "fresh + light burden" experience, exploring new flavors and health benefits while maintaining a clear product matrix [22]. - Visual updates include a new color scheme and design that aligns with consumer preferences, particularly in shopping mall environments [22][25]. Supply Chain and Operational Efficiency - Linlee has invested heavily in building its supply chain since 2019, ensuring quality control and cost efficiency by partnering directly with lemon orchards and establishing its own tea factory [31][32]. - The brand's supply chain investments account for 12%-15% of revenue, focusing on raw material sourcing, production upgrades, and logistics [32][33]. Future Goals and Brand Philosophy - Linlee aims to reach 3000 stores and a GMV of 45 billion by 2026, with a focus on quality over quantity to protect franchisee interests [41]. - The brand's philosophy emphasizes long-term growth and stability, likening its development to a tree that must grow deep roots before expanding outward [41].