Core Insights - The core viewpoint of the articles highlights the successful expansion and unique business model of the new tea brand, Jasmine Milk White, which has opened 2,000 stores and plans to double its growth by 2025 despite industry challenges [1] Group 1: Brand Strategy and Market Positioning - Jasmine Milk White has established a strong brand identity through its original IP "Jasmine," a character that resonates with consumers and enhances brand value [1][11] - The brand's focus on emotional consumption reflects a shift in consumer behavior, where young consumers seek not just products but also emotional connections and social experiences [2] - The company emphasizes aesthetic experiences in its store design and product presentation, creating a unique visual style that enhances consumer engagement [2] Group 2: Product Innovation and Consumer Engagement - Jasmine Milk White has launched several "local flavor" product series this year, showcasing regional ingredients and vibrant colors to attract consumers [5] - The brand has successfully integrated emotional value into its offerings, understanding that modern consumers desire visually appealing and engaging products [5][6] - The collaboration with popular IPs, such as Pingu, has generated significant buzz and sales, demonstrating the effectiveness of innovative marketing strategies [6][9] Group 3: IP Development and Membership Growth - The brand is actively developing its original IP "Jasmine," which has evolved into a cultural symbol, enhancing consumer interaction and brand loyalty [11][13] - Jasmine Milk White's membership base has doubled, reaching 40 million, indicating the effectiveness of its emotional resonance and content-driven growth strategy [13] - The company aims to create a unique "IP cultural universe" through continuous innovation and member engagement, positioning itself as a cultural creative entity rather than just a beverage company [13]