郁江之畔，北回归线之南。晨间的桂东南小城横州，当日照洒向田埂，温润的水汽升腾而起，一畦畦的茉莉便醒了。随风轻颤的绿枝上，昨 日还紧抱着的蓓蕾，在晨光中微微张开了口。 这是广西横州市的秋日光景。近20万亩茉莉织就的花海，把整座城浸在清幽的甜香里。风过时，阵阵花香混着泥土气息，轻轻拂过鼻尖。 图为绽放的茉莉花。新华社发 大大小小的茶园之中，中华茉莉园是欣赏茉莉花海景观的绝佳地方。极目望去，万亩花海，碧绿连天，朵朵洁白的茉莉花点缀于绿叶之中。 游客们蹲在垄边细看，摘下几朵戴在头上，或采集鲜花，走到近旁歇脚的廊桥上，与当地姑娘一起体验制作茉莉花绣球、花环的乐趣。 经过分拣的花苞，被成筐地送进茶厂。几窨几烘，才能让花香逐渐与茶叶相融。一个"窨"字，便说明了制作茉莉花茶的工序之独特。 "做法是让茉莉花和茶叶混在一起，让花香吸附到茶叶上，类似于熏染香气，这需要一定的时间，得有耐心。"广西横县清雷茶业有限公司生 产厂长王建权说。如今，在数智化技术的赋能下，茉莉花茶加工实现养花、茶花混合、窨制、茶花分离和干燥全程自动化标准化作业，单窨香气 浓度可提升20%，深受现制茶和瓶装茶等工业化原料市场的青睐。 作为中国茶产业中的重要组成 ...

中新网南宁9月30日电 广西南宁横州市委书记梁枫表示，作为全球最大的茉莉花和茉莉花茶生产基地， 该市已成为全国茉莉花新茶饮科创研发中心，接下来，将着力打造茉莉花新式茶饮产业生态圈。 广西香茹怡茉茶业有限公司是横州市的一家新式茶饮制作和产品研发企业，该公司研发技术中心总监赖 碧云介绍，随着新式茶饮市场需求不断更新迭代，该企业已研发水果茶、冷泡茶、围炉煮茶等新式饮品 超200款，接下来，将通过区块链技术实现原料溯源，降低供应链成本。 （文章来源：中国新闻网） 9月28日—30日，2025年横州茉莉花文化节在横州市举行，与会嘉宾在探讨茉莉花和茉莉花茶产销趋势 的同时，聚焦新式茶饮创新等议题。 梁枫介绍，横州市正以数字技术串联茉莉花种植、采摘、加工每个环节，并依托国家茉莉花及制品质量 检验检测中心，对茉莉花香气物质、农残等130余项指标从严检测，为新式茶饮企业提供放心的原料。 当前，有150多家头部新茶饮品牌在横州建立直供基地，蜜雪冰城、霸王茶姬、奈雪的茶等新茶饮头部 品牌和横州强化供应链合作。 此次活动期间，中国茶叶流通协会授予横州市"2025茉莉花新茶饮供应链核心县域"称号。中国茶叶流通 协会副会长梅宇接受采访时 ...

Core Viewpoint - The article discusses the rapid expansion and challenges faced by the tea brand "爷爷不泡茶" (Grandpa Doesn't Brew Tea), highlighting its ambition to grow significantly in a competitive market while addressing the need for sustainable business logic in the new tea beverage industry [4][25]. Expansion Strategy - "爷爷不泡茶" aims to increase its store count from under 3,000 to a minimum of 4,500 by 2025, with a target of reaching 5,000 stores [4][12]. - The brand's expansion strategy includes targeting lower-tier markets and introducing various store formats to increase flexibility in location selection [11][12]. - The brand's current store count is reported to be over 2,500, although some data sources suggest it may be below 2,100 [11][12]. Product Development - The brand focuses on creating unique products, such as "荔枝冰酿" (Lychee Ice Brew), which has sold over 38 million cups, positioning it as a leading product in its category [14][16]. - "爷爷不泡茶" emphasizes the use of local ingredients and cultural heritage in its products, aiming to differentiate itself in a crowded market [19][22]. Market Position and Competition - The new tea beverage market is highly competitive, with established brands like "蜜雪冰城" (Mixue Bingcheng) and "喜茶" (Heytea) dominating the landscape [9][12]. - The brand's pricing strategy places it in direct competition with other mid-tier brands, making it challenging to attract franchisees due to uncertain return on investment [12][22]. Financial Performance and Growth Challenges - The brand's growth is hindered by a lack of standout products and reliance on promotional activities, which can erode profit margins for franchisees [23][25]. - Despite achieving recognition among younger consumers, the brand faces scrutiny over product quality and consistency, which could impact its long-term viability [25][26]. Industry Trends - The new tea beverage industry is experiencing a shift, with market share among the top five brands increasing from 38.5% in 2020 to 46.8% in 2023, indicating a trend towards consolidation [12][24]. - The article notes that many brands are adopting similar "national trend" themes, making it difficult for any single brand to stand out [17][19].

Group 1 - Zhejiang is recognized as a "core production area for green tea," with various types of green tea like Zhu tea and Mei tea being exported globally [1] - The rise of "new Chinese" tea drinks has led tea companies to explore new product categories for export, combining tea with ingredients like fresh milk and coconut juice [1] - Companies like Houtu Tea Industry Co., Ltd. have successfully exported flavored tea bags to Saudi Arabia, incorporating ingredients such as ginger, mint, chrysanthemum, and lemon, enhancing both flavor and health benefits [1] Group 2 - Zhejiang Chunshuitang Tea Industry Co., Ltd. has made its first tea exports, including buckwheat Longjing flavored tea to Hong Kong and the UK, receiving significant support from local customs during the process [2] - The company plans to establish regular large-scale tea exports due to positive market feedback on their products [2] - Innovations in tea products, such as frozen lemon tea and fruit juice tea, have allowed companies like Lan Fang Yuan Food Co., Ltd. to successfully penetrate markets in Europe, North America, and Southeast Asia, with exports exceeding 20 million yuan, a 42.1% increase year-on-year [2] Group 3 - From January to July this year, the Hangzhou Customs area supervised the export of approximately 90,000 tons of tea and related products, valued at around 2.1 billion yuan, reflecting year-on-year growth of about 15% and 20% respectively [3] - The shift from "bulk loose tea" to "premium small packaging" is evident as Zhejiang tea aims to capture the global high-end beverage market [3]

Core Viewpoint - The article discusses the rapid expansion and challenges faced by the new tea brand "爷爷不泡茶" (Grandpa Doesn't Brew Tea), highlighting its impressive growth in the competitive tea beverage market while also addressing issues related to customer complaints and market saturation [3][4][30]. Group 1: Company Overview - "爷爷不泡茶" has expanded to over 1,200 stores across 24 provinces and 163 cities within a year, achieving a growth rate of over 400% [5][6]. - The brand was founded in 2018 in Wuhan and initially named "爷爷泡的茶" (Grandpa Brews Tea), inspired by the founder's admiration for Jay Chou [10][11]. - The brand underwent a strategic rebranding in 2022, focusing on innovative tea products that reflect Hubei's tea culture [13][18]. Group 2: Market Position and Competition - The new tea beverage market is highly competitive, with many brands experiencing slow expansion, while "爷爷不泡茶" has managed to grow rapidly [6][30]. - The brand's products incorporate local Hubei flavors, such as the "恩施玉露" (Enshi Yulu) tea, but faces challenges of product homogeneity in a crowded market [20][21][22]. - The brand's recent product launch, "空山栀子" (Empty Mountain Gardenia), aims to capture market attention but is not unique to the brand, as competitors also offer similar products [21][22]. Group 3: Expansion Strategy - The brand's rapid growth is attributed to its franchise model, allowing for quicker market penetration compared to traditional direct store openings [30][31]. - "爷爷不泡茶" offers a lower entry cost for franchisees, making it an attractive option compared to competitors like "霸王茶姬" (Bawang Chaji) [34]. - The brand plans to reach 4,500 stores by the end of 2025, with ambitions to challenge the 5,000-store mark [39]. Group 4: Challenges and Consumer Feedback - Despite rapid growth, the brand faces significant challenges, including customer complaints about product quality and service, such as the "half cup" issue [35][41]. - Franchisees express concerns about profitability, citing high operational costs and low revenue due to aggressive promotional strategies [41][42]. - The brand's decentralized store distribution complicates supply chain management and quality control, which could hinder future growth [36][37].

Core Insights - The article highlights the transformative impact of the "new Chinese tea beverage" brand, Bawang Chaji, which has expanded to over 70 cities globally, reflecting a significant shift in consumer preferences towards cultural identity and emotional resonance rather than just product functionality [1][11] - The strategic consulting industry is evolving from a supporting role to a crucial force in reshaping social value, emphasizing the need for innovative thinking to drive strategic breakthroughs in the new competitive landscape [3][11] Group 1: Strategic Consulting Evolution - The core value of strategic consulting lies in its precise grasp of enterprise strategic positioning, moving beyond traditional theoretical frameworks to integrate knowledge with practical application [4] - The "knowledge capitalization" model advocated by the consulting firm breaks the limitations of traditional consulting by combining knowledge with capital, enhancing the value of knowledge through deep collaboration with enterprises [4][10] Group 2: Breaking Traditional Competition Boundaries - Traditional business competition focused on clear boundaries such as products, prices, and channels, but the consulting firm employs innovative strategies to help companies break these boundaries and create competitive advantages [5] - For instance, the consulting firm assisted Bantu printers in establishing a strategic position as a "leading Chinese printer brand," enabling them to successfully navigate technological barriers and achieve global sales in over 110 countries [5] Group 3: Redefining Market Demand - The consulting firm believes that companies can not only adapt to existing market demands but also create new demands through innovative strategies, as demonstrated by Bawang Chaji's health-focused initiatives in the tea beverage industry [7] - These initiatives not only met consumer health needs but also led to a transformation in the tea beverage market, reshaping supply and demand relationships [7] Group 4: Digital Integration in Strategy - The rise of digitalization has made data-driven decision-making a new trend, with the consulting firm integrating AI technology into strategic consulting to enhance efficiency and visualize complex strategies [8] - This integration allows companies to respond more quickly and accurately to market changes, thereby improving their competitiveness [8] Group 5: Innovative Collaboration Models - The consulting firm adopts a results-oriented collaboration model, deeply engaging in enterprise operations to ensure significant outcomes at every step [10] - This innovative approach fosters a tighter partnership between enterprises and consulting firms, driving strategic transformation and sustainable growth [10] Conclusion - The article concludes that the Chinese business model is undergoing unprecedented changes due to shifts in consumer behavior and digital technology, necessitating a departure from traditional strategic frameworks [11] - The consulting firm's forward-thinking strategies, including knowledge capitalization and AI integration, position it as a leader in the consulting industry, enabling enterprises to navigate the complexities of the modern market and achieve growth [11]

Core Insights - The new tea beverage industry is experiencing a resurgence in IPO activity following a brief period of calm after an initial wave of listings earlier in the year [1] - Bawang Chaji's successful debut on NASDAQ, with a first-day increase of 15.86% and a total market capitalization of $6 billion, marks a significant milestone for the new tea beverage sector [2] - The competitive landscape of the Chinese ready-to-drink tea market is intensifying, with a projected market size of 480 billion USD by 2025 globally and a compound annual growth rate (CAGR) of 21.7% in China from 2019 to 2024 [5] Industry Overview - The ready-to-drink tea market in China is expected to grow from 102.2 billion RMB in 2019 to 272.7 billion RMB in 2024, with a further increase to 426 billion RMB by 2028, indicating a robust growth trajectory [5] - The industry is segmented into three main categories: budget, mass-market, and premium tea beverages, each with distinct pricing strategies and target markets [5][6] - Budget tea brands typically price their products between 6-8 RMB, focusing on rapid expansion through a franchise model, while mass-market brands target the 10-20 RMB price range [5][6] Company Strategies - Bawang Chaji's entry into the U.S. market is a strategic move to tap into international growth opportunities amid increasing domestic competition and market saturation [6][7] - The company has opened its first store in North America in Los Angeles, with plans to expand its product offerings from four to fourteen items as it deepens its market presence [7] - The rapid expansion of Hu Shang A Yi, another tea brand, is characterized by a significant increase in store numbers, from 5,307 in 2022 to over 9,000 by the end of 2024, primarily through a franchise model [9][10] Financial Performance - Hu Shang A Yi's gross merchandise volume (GMV) surged from 60.68 billion RMB in 2022 to 97.32 billion RMB in 2023, reflecting a growth rate of 60.4% [9] - The company's revenue structure heavily relies on franchise operations, with franchise-related income accounting for 96.5% of total revenue in 2024 [13] - Despite rapid growth, Hu Shang A Yi faces challenges in supply chain management due to its reliance on third-party logistics, which may impact its operational efficiency [12][13] Market Dynamics - The stock performance of newly listed tea companies shows a divergence, with brands like Gu Ming and Mi Xue Bing Cheng experiencing significant increases in market value, while Hu Shang A Yi's future profitability remains uncertain due to its extensive franchise model [16] - The competitive landscape is evolving, with the potential for new entrants to disrupt the market dynamics, emphasizing the importance of strategic positioning and operational efficiency for sustained success [17]