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冲泡类饮品大撤退
3 6 Ke· 2025-08-15 00:17
Core Viewpoint - Traditional instant beverages like Xiangpiaopiao milk tea, Wewei soybean milk, and Southern black sesame paste are facing a collective crisis due to declining sales, primarily driven by a shift in consumer preferences towards more convenient and healthier options [1][4][10] Group 1: Market Performance - In 2024, Xiangpiaopiao's revenue from instant products was 2.271 billion yuan, a year-on-year decline of 15.42% [5] - Wewei's solid instant beverage revenue was 1.909 billion yuan in the previous year, down 3.02% [5] - Southern black sesame's instant beverage revenue was 854 million yuan, a decrease of 3.90% [5] - Xiangpiaopiao's peak sales in 2020 reached 3.067 billion yuan, but by 2024, revenue had dropped to 2.271 billion yuan, indicating a significant decline in market share [8][10] Group 2: Consumer Trends - The decline in instant beverage consumption is attributed to changing lifestyles, with younger consumers favoring immediate satisfaction and convenience [10][12] - Instant beverages were originally transitional products during a time of limited market supply, but as fresh and ready-to-drink options have become more available, traditional instant products have lost their appeal [10][17] Group 3: Company Strategies - Companies like Wewei and Southern black sesame are diversifying their product lines to include ready-to-drink options and other innovations to adapt to market changes [12][15] - Xiangpiaopiao has introduced new products like Meco fruit tea and other ready-to-drink beverages to capture market share [14][23] - Despite these efforts, the transition to ready-to-drink markets is challenging due to intense competition from established players in the beverage industry [15][23] Group 4: Historical Context - Wewei and Southern black sesame have a long history, with Wewei being established in 1992 and achieving significant market share in the soybean milk sector [8][21] - The traditional instant beverage market has been in decline for several years, with companies struggling to maintain their previous growth trajectories [5][6][10]