Core Insights - The announcement of Sun Yingsha as the new brand ambassador for Xiangpiaopiao marks a significant step towards the brand's strategy of promoting health-oriented products and appealing to a younger demographic [1][4] Brand Strategy - The choice of Sun Yingsha aligns with Xiangpiaopiao's values of extreme focus and long-term commitment, reflecting the brand's dedication to quality and health in its products [3][4] - The collaboration aims to enhance the brand's image and communicate its commitment to health and quality to consumers [4][14] Product Development - The "Yuan Ye Xian Pao" series emphasizes health, utilizing 100% whole leaf tea and avoiding tea powder, which resonates with the brand's commitment to quality [3][5] - The series underwent nearly two years of research and development, including over 90 formula adjustments and 1,500 taste tests to ensure high standards of taste and health [11][14] Health and Quality Features - The "Yuan Ye Xian Pao" milk tea uses independent whole leaf tea bags and New Zealand imported milk powder, achieving 0 trans fatty acids and allowing for customizable sweetness [5][15] - The light milk tea series features a unique liquid fresh milk product that meets the "7 zero additives" standard, ensuring a high-quality drinking experience [7][11] Market Positioning - Xiangpiaopiao aims to redefine the standards of healthy milk tea, addressing long-standing issues in the traditional milk tea market such as lack of transparency and health concerns [4][13] - The brand's pricing strategy positions high-quality whole leaf tea drinks in the 6-9 yuan range, promoting the idea that healthy milk tea can be affordable [14] Competitive Advantage - The dual focus on health value and extreme cost-effectiveness is seen as a key competitive barrier in a market characterized by product homogeneity [14] - The brand's commitment to health and affordability is expected to drive its future research and marketing strategies [14]

Core Insights - The announcement of Sun Yingsha as the brand ambassador for Xiangpiaopiao's "Original Leaf Fresh Brew" series emphasizes the brand's commitment to health, authenticity, and high quality [1][4] - The partnership reflects a deep understanding of brand spirit, aligning with Sun Yingsha's "champion spirit" and dedication to excellence, which resonates with the product philosophy of Xiangpiaopiao [3] Brand Strategy - Choosing Sun Yingsha as a brand ambassador showcases Xiangpiaopiao's focus on long-termism, as the company prioritizes health-oriented product development over quick market trends [3] - The "Original Leaf Fresh Brew" series is a key component of Xiangpiaopiao's health strategy, featuring innovations like "Original Leaf Tea Bag + Milk Lock Fresh Cup" technology, achieving health standards of "0 trans fat, 0 vegetable fat powder, 0 flavoring" [3] Production and Quality Control - Xiangpiaopiao has established "super tea gardens" in Yunnan and Zhejiang, ensuring strict control over every production stage from soil improvement to harvesting and processing [3] - This comprehensive health-focused supply chain positions Xiangpiaopiao as a leader in the cup tea market, aiming to redefine the perception of milk tea from a mere leisure drink to a healthy supplement for active lifestyles [3][4] Competitive Advantage - Health has become Xiangpiaopiao's sharpest competitive barrier, marking the endorsement of Sun Yingsha as a milestone in the brand's development [4] - The company is initiating a self-revolution in healthy milk tea, setting industry standards with a "champion" approach [4]