当不少茶饮品牌仍然困在"9.9元"中，一杯售价26元的泰式奶茶却能让消费者排队一小时。 最近，一批泰奶品牌在全国多地走红，和以往人们对泰奶"齁甜""廉价""不健康"的刻板印象不同，它们通过风味改良、强调天然等方式，重塑了消费者对 这一品类的认知。 线下，有头部品牌开业高峰期单店月收入高达95万元，不到一年时间便开出130家门店。线上，泰奶的热度持续走高，抖音、小红书平台累计浏览量破 亿，大量网友晒出打卡和种草视频。 泰奶，为啥又"翻红"了？ 泰式奶茶，又火了 "前面还有190杯，大概1.25小时可以取餐。" △泰柯茶园咸法酪泰奶及泰奶雪顶 图源：红餐网摄 在郑世隆古法泰茶（下简称郑世隆）的大众点评评论区，不少网友抱怨等候时间长："新品云顶泰奶冰是沙冰，只能现场点单，一杯一杯做，差不多要等 一小时。" 不过，对于饮品口味，不少消费者表示认可，"工作日排了半小时左右喝上，除了必须排队下单和自取，没其他毛病。" 红餐网走访发现，工作日中午，其广州门店的骑手取货台前放满制作好的外卖订单，还有不少顾客在现场下单等候。 △郑世隆广州门店 图片来源：红餐网摄 不止郑世隆古法泰茶，一批新晋泰奶品牌也"风头正盛"。 2025年 ...

中国经济网编者按：证券时报今日发布的报道指出，顶着"新茶饮第一股"光环上市的奈雪的茶 （02150），在登陆港股四年多后，正深陷经营困局。公司股价自上市后一路走低，累计跌幅超过 90%，多次跌破1港元沦为"仙股"，市值已不足20亿港元。这与港股新茶饮板块整体活跃的表现形成了 较大反差。 新民周刊12月8日发布的报道指出，奈雪明星代言营销模式遭质疑。消费者对奈雪代言营销动作的 冷淡乃至质疑，折射出当下新茶饮竞争逻辑的深刻变化，即市场已从营销声量的比拼，更多转向对产品 真实价值与消费体验的精细化角逐。 证券时报：奈雪的茶市值缩水90% 据证券时报今日发布的报道《昔日"资本宠儿"市值缩水90% 奈雪的茶高端之路为何难行？》，顶 着"新茶饮第一股"光环上市的奈雪的茶（02150），在登陆港股四年多后，正深陷经营困局。公司股价 自上市后一路走低，累计跌幅超过90%，多次跌破1港元沦为"仙股"，市值已不足20亿港元。这与港股 新茶饮板块整体活跃的表现形成了较大反差。 的核心客群是大众消费者，定价难以支撑高端定位。在千亿规模的现制饮品市场中，奈雪的茶能否摆脱 高端定位的枷锁，适应行业"性价比为王"的新逻辑，仍有待时间检验。 ...

Core Viewpoint - The combination of Pu Bei Chen Pi and white tea is identified as a significant trend in the development of healthy tea beverages, referred to as the "soul drink" [3][4]. Group 1: Product Characteristics - Pu Bei Chen Pi possesses unique qualities such as "ecological + selenium-rich + longevity," which complement the "elegant and health-promoting" attributes of white tea [3][10]. - The synergistic effects of Chen Pi and white tea enhance their health benefits, with white tea being rich in polyphenols and amino acids, providing antioxidant and moisture-removing properties, while Chen Pi is known for its ability to strengthen the spleen and aid digestion [6][7]. Group 2: Flavor Profile - The flavor profile of the combination offers a balanced experience, where the sweetness and freshness of white tea counterbalance the spiciness and richness of Chen Pi, creating a layered taste experience that exceeds the sum of its parts [8][9]. Group 3: Market Potential - The market potential for the "Chen Pi + white tea" combination is significant, with opportunities for product innovation and market adaptation. This includes traditional forms like tea cakes and loose tea, as well as convenient formats such as small packages, cold brew tea bags, and instant tea powders [13][14][15]. - The product can cater to various consumer scenarios, including office, commuting, and travel, enhancing its market appeal [16]. Group 4: Target Demographics - Innovative approaches can attract younger consumers by integrating with trendy beverages like milk tea and fruit tea, or by incorporating health attributes such as low sugar and zero calories, aligning with the dual demand for health and trendiness among young people [17][18]. Group 5: Industry Outlook - The Pu Bei Chen Pi industry is on a trajectory towards a target of 10 billion, indicating substantial growth potential. Continuous innovation and deepening of the industry will help elevate the unique value of Pu Bei Chen Pi, allowing traditional tea beverages to thrive in the modern market [20][21].

Core Insights - After six months of being listed, "沪上阿姨" has joined the "10,000 store club," but its stock price has faced significant declines, nearly halving from its peak, despite a recent rebound following news of an H-share incentive plan [1][2] - The company's revenue growth of 9.7% in the first half of the year is significantly lower than competitors like 古茗 and 蜜雪冰城, which reported growth rates of 41.2% and 39.3% respectively [1][2] - The rapid expansion strategy that once fueled growth is now showing signs of weakness, with a notable increase in store closures and a slowdown in new openings [6][7] Company Performance - "沪上阿姨" has reached a total of 10,739 stores across 31 provinces and 357 cities in China, marking a significant milestone in the new tea beverage industry [1][4] - Despite the large number of stores, the company has reported a net increase of only 260 stores in the first half of the year, a decrease from 653 in the same period last year [6][7] - The average GMV (Gross Merchandise Value) per franchise store has declined from 1.6 million yuan in 2023 to 1.4 million yuan in 2024, indicating pressure on franchise profitability [8][11] Industry Context - The new tea beverage market is transitioning from a phase of rapid expansion to one focused on single-store efficiency and franchisee returns, with investors increasingly concerned about the sustainability of store operations [6][15] - The competitive landscape is intensifying, with "沪上阿姨" facing challenges in the mid-tier market where it struggles to differentiate itself from both high-end brands and low-cost competitors [9][10] - The industry is moving towards a focus on quality and brand differentiation rather than sheer scale, as evidenced by the strategies of competitors like 蜜雪冰城 and 古茗 [15][22] Strategic Challenges - "沪上阿姨" is experiencing structural challenges related to its market positioning, supply chain efficiency, and brand identity, which are hindering its growth potential [8][14] - The company's broad expansion strategy has led to resource dilution, making it difficult to convert store numbers into effective market control [10][11] - The brand's attempt to establish a "health tea" image through initiatives like the "五色慢养" plan has not resonated strongly with consumers, leading to a lack of clear brand identity [12][14] Future Outlook - The company is exploring a second growth curve with its sub-brand "茶瀑布," aimed at the budget market, but faces skepticism regarding its ability to establish a distinct market presence [20][22] - The capital market is reassessing the valuation of the new tea beverage sector, favoring companies with strong supply chain control and clear brand identities, while those with ambiguous positioning may face valuation discounts [22][16] - To reverse market perceptions, "沪上阿姨" must balance expansion with improving single-store performance and develop a more compelling brand narrative [22][19]

Core Insights - The new tea beverage industry in China is experiencing a shift from rapid expansion to a more rational restructuring phase, with a focus on profitability, supply chain efficiency, brand differentiation, and digital operations [2][4][5] Industry Development - As of now, there are over 301,000 new tea beverage-related enterprises in China, with a compound annual growth rate of 31.6% from 2015 to 2020. However, the growth rate has declined since 2021, indicating a period of industry consolidation and increased competition [2] - Major provinces with a high number of new tea beverage companies include Guangdong, Jiangsu, and Zhejiang, reflecting a strategic expansion into lower-tier markets [2] Company Performance - In the first half of this year, major companies like Mixue Group reported revenues of 14.875 billion yuan, a year-on-year increase of 39.3%. Bawang Chaji achieved net income of 3.332 billion yuan, up 10.2%, while Nayuki's Tea reported revenues of 2.178 billion yuan, showing significant improvement in core metrics [3] - Companies are increasingly focusing on health-oriented products, with initiatives like "Caffeine Red and Green Light" labels to help consumers manage caffeine intake [3][4] Market Trends - The industry is witnessing a trend towards health-focused products, with Nayuki's Tea launching initiatives to promote natural nutrition and reduce sugar content [4] - Companies are rejecting price wars and blind expansion, opting instead for differentiated competition strategies that enhance brand loyalty and customer experience [5][6] International Expansion - Bawang Chaji's overseas market transactions reached 235.2 million yuan, a year-on-year increase of 77.4%, with significant growth in the U.S. and Philippines [7][8] - Nayuki's Tea opened its first U.S. store, achieving sales of nearly 87,000 USD in just three days, indicating strong international demand [7] - Companies like Mixue Ice City are building a global supply chain, with plans to invest at least 4 billion yuan in Brazil over the next 3 to 5 years [8]

Core Insights - Nai Xue's Tea, a leader in healthy tea beverages, has officially entered the U.S. market with its first store in Flushing, New York, attracting significant consumer interest and achieving record sales in its opening days [1][4][6]. Group 1: U.S. Market Entry - The first store in Flushing, a commercial area with a high concentration of Chinese and Asian communities, saw a long queue on opening day, with sales reaching approximately $87,000 (around 620,000 RMB) in just three days [1][6]. - The store sold nearly 13,000 products within three days, setting a new record for Nai Xue's store openings [1][9]. - The store's design features a bright and warm modern Eastern style, occupying nearly 120 square meters over two levels [6]. Group 2: Product Popularity - The "Little Green Bottle," "Super Avocado Yogurt Smoothie," and "Rich Coconut" emerged as the top-selling products, with consumers appreciating their refreshing and light qualities [9][13]. - The "Little Green Bottle" has sold over 20 million cups in China this year, indicating its strong market acceptance and high repurchase rate [9]. Group 3: Domestic Market Performance - During the National Day holiday, Nai Xue's domestic stores experienced a surge in orders and revenue, with many locations seeing over 700% growth compared to the pre-holiday period [3][21]. - The company's health-focused products, such as the upgraded "Low GI Little Green Bottle," have become bestsellers, contributing to a sustained increase in consumer frequency and overall sales [21]. Group 4: Future Expansion Plans - Following the successful launch of its first U.S. store, Nai Xue plans to open a second location in a core commercial area of Long Island, New York, and is also expanding into Southeast Asia with localized operations [14].

Core Insights - Nai Xue's Tea, a leader in the health tea beverage sector, has successfully launched its first store in the U.S. located in Flushing, New York, attracting significant consumer interest and achieving record sales in its opening days [1][4][6] Group 1: U.S. Market Entry - The opening day saw long queues, with customers waiting over 2 hours, indicating strong demand and brand recognition [4][6] - The store generated nearly $87,000 (approximately 620,000 RMB) in revenue within the first three days, selling around 13,000 products, setting a new record for Nai Xue's store openings [1][6][8] - The store's strategic location in a high-traffic area with over 100,000 daily visitors contributed to its success [6] Group 2: Product Performance - The top-selling products included the "Little Green Bottle," "Super Avocado Yogurt Smoothie," and "Rich Coconut," which resonated well with consumers due to their health benefits [8][10] - The "Little Green Bottle" has sold over 20 million cups in China this year, highlighting its popularity and high repurchase rate [8][13] - The menu features 11 tea drinks and 8 baked goods, priced between $3.9 and $8.9, aligning with local consumer preferences [10] Group 3: Domestic Market Trends - During the National Day holiday, Nai Xue's domestic stores experienced a surge in orders and revenue, with some locations seeing over 700% growth compared to pre-holiday levels [3][13] - The company's health-focused products, such as the upgraded "Low GI Little Green Bottle," have become bestsellers, driving increased consumer frequency [13] - Nai Xue has achieved six consecutive months of year-on-year growth in order volume and revenue across all stores, reinforcing the effectiveness of its health strategy [13] Group 4: Global Expansion Strategy - Following the successful U.S. launch, Nai Xue plans to accelerate its global expansion, with a second store already confirmed for Long Island, New York [11] - The company is also focusing on Southeast Asia, employing localized operations to enhance its global strategy [11]

Core Insights - Nai Xue's Tea, a leader in the health tea beverage sector, has successfully launched its first store in the U.S. located in Flushing, New York, attracting significant consumer interest and achieving record sales in its opening days [1][6][11] Group 1: U.S. Market Entry - The opening day of Nai Xue's first U.S. store saw long queues, with customers waiting over 2 hours, indicating strong demand and brand recognition [4][6] - The store generated nearly $87,000 (approximately 620,000 RMB) in revenue within the first three days, selling around 13,000 products, setting a new record for the company [1][6][8] - The store's strategic location in Flushing, a hub for the Chinese community, and its modern design contributed to its successful launch [6][10] Group 2: Product Performance - The top-selling products included the "Little Green Bottle," "Super Avocado Yogurt Smoothie," and "Rich Coconut," which resonated well with consumers due to their health benefits [8][10] - The "Little Green Bottle" has achieved over 20 million sales in China this year, highlighting its popularity and strong market validation [8][13] Group 3: Domestic Market Trends - During the National Day holiday, Nai Xue's domestic stores experienced a surge in orders and revenue, with some locations seeing over 700% growth compared to the pre-holiday period [3][13] - The company's health-focused products, such as the upgraded "Low GI Little Green Bottle," have become bestsellers, driving increased consumer frequency and overall sales [13] Group 4: Global Expansion Strategy - Following the successful U.S. launch, Nai Xue plans to open a second store in Long Island, New York, and is also expanding into Southeast Asia with localized operations [11][13] - The company's health tea beverage positioning is becoming a core competitive advantage, driving its global growth strategy [11][13]

Core Viewpoint - The article discusses the contrasting fortunes of new tea beverage brands, particularly focusing on the rise of brands like Mi Xue Ice City and the decline of Nayuki, highlighting the challenges faced by Nayuki in a competitive market [4][12][39]. Group 1: Market Overview - The new tea beverage market is experiencing a wealth wave, with brands like Mi Xue Ice City achieving a market capitalization of 178 billion, while Nayuki's market value has plummeted over 90% from 300 billion to approximately 2 billion HKD [4][12]. - The overall market for ready-to-drink tea beverages in China is projected to grow from 3,127 billion in 2024 to 3,689 billion in 2025, with a growth rate of about 17.97% [39]. Group 2: Nayuki's Journey - Nayuki's tea was launched in November 2015, aiming to create a high-end tea experience inspired by Starbucks' "third space" concept [5][6][7]. - Despite initial success and becoming the first unicorn in the new tea beverage sector with a post-investment valuation of 6 billion in 2018, Nayuki's fortunes reversed after its IPO in 2021 [11][12]. - From 2018 to 2024, Nayuki's revenue grew from 1.087 billion to 4.921 billion, but it incurred a cumulative net loss of nearly 6.2 billion during the same period [14]. Group 3: Challenges Faced by Nayuki - Nayuki's heavy reliance on a direct sales model has led to high operational costs, with labor and rent accounting for 41.7% of total costs, while the operating profit margin is only 7.8% [20][21]. - The brand's market share has drastically declined from 17.7% in 2021 to 1.2% in 2024, with single-store sales dropping from 30,000 to less than 10,000 [14][24]. - Nayuki's high-end positioning has become a liability as consumer preferences shift towards cost-effective options, leading to a significant drop in foot traffic and sales [24][26]. Group 4: Competitive Landscape - Other brands like Mi Xue Ice City and Ba Wang Cha Ji have successfully adopted a franchise model, allowing for rapid expansion and lower operational costs, contrasting with Nayuki's struggles [27]. - Nayuki's attempt to open franchise opportunities came too late, with high initial fees deterring potential franchisees, resulting in a closure of nearly 350 stores in the past year [28][37]. Group 5: Recent Developments and Future Strategies - Nayuki is attempting to pivot towards health-focused products and has launched a new line of sugar-free beverages, but competitors quickly matched these offerings, diluting Nayuki's unique selling proposition [39][40]. - The company is also exploring the light meal segment and has initiated a brand upgrade, simplifying its name and logo in an effort to rejuvenate its market presence [39][41].

Core Insights - The "Super Plant Tea" series from Heytea has sold over 100 million cups since its launch one year ago, utilizing nearly 3 million pounds of fresh kale [1][3] - The series has sparked a consumer trend, making kale a popular ingredient in the beverage industry, and has led to the introduction of eight new products in just six months [3][6] - Heytea's innovative approach has positioned it as a leader in the new tea beverage market, influencing product development trends across the industry [9][11] Product Development - Heytea launched the "Champion Slimming Bottle" during the 2024 Paris Olympics, which quickly became a bestseller and was later renamed the "Kale Slimming Bottle" [4] - The company has introduced several popular products, including the "Fire-Reducing Slimming Bottle" and "Beetroot Beauty Bottle," contributing to a total of eight new offerings in the past six months [6] - The introduction of the "Mati Energy Slimming Ice" marks the first use of mate tea in the "Super Plant Tea" series, enhancing consumer experience [6] Market Impact - The "Super Plant Tea" series has not only achieved high sales but has also influenced the direction of product innovation in the new tea beverage sector from 2024 to 2025 [9] - Kale has emerged as a trending ingredient, gaining visibility across various consumption scenarios, including tea, coffee, retail, and dining [9][11] - Heytea's commitment to quality has led to partnerships with high-standard planting bases to ensure zero pesticide residues in kale, establishing a traceable quality management system [11] Consumer Engagement - The "Kale Cucumber" bottled version of "Super Plant Tea" quickly became the top-selling new beverage at Sam's Club, indicating strong consumer demand [8] - The product has gained significant attention on social media, being frequently included in consumer "must-buy" lists [8] Industry Leadership - Heytea's differentiation strategy has allowed it to create multiple new product categories since its inception, with "Super Plant Tea" being the latest exploration [9] - The success of the "Super Plant Tea" series has prompted other brands to follow suit, incorporating super plants like kale and beetroot into their product lines [9][11]