Core Insights - The competition in the new tea beverage industry is shifting towards upstream supply chain control, with leading brands investing in their own bases or long-term agreements with suppliers to secure quality raw materials [1][2][3] - Recent food safety issues have negatively impacted brand image and market trust, making upstream resource control essential for maintaining product quality and long-term competitiveness [1][11] - The trend of establishing self-owned production bases and enhancing supply chain capabilities is becoming a key strategy for brands to ensure stable raw material supply and improve product quality [2][3][4] Upstream Supply Chain Development - Leading brands are focusing on building supply chain barriers and global layouts, capturing over 60% of the high-end market, with a projected closure of over 38,000 stores by 2024 [2] - Significant investments are being made in R&D and production facilities, such as a brand's project in Hunan with a total investment of 520 million yuan, aimed at enhancing tea processing technology [2] - Brands are also establishing new production bases across various regions to ensure a steady supply of core raw materials [2] Quality Control and Food Safety - The increasing demand for high-quality fresh fruits in tea beverages necessitates a robust supply chain to ensure quality and stability [4][5] - Brands are implementing strict quality control measures, including multiple inspections and cold chain logistics, to maintain the freshness and quality of raw materials [5][12] - The establishment of unified quality standards and close cooperation with raw material suppliers is crucial for ensuring product safety and consistency [13][16] Strategic Partnerships - Collaborations with dairy companies are becoming essential for enhancing the quality of milk-based ingredients, with brands seeking customized solutions to meet consumer demands [16][17] - By leveraging the expertise of established dairy suppliers, brands can improve their product offerings and build consumer trust [17] - The overall trend indicates that controlling upstream resources is vital for brands to enhance product consistency, safety, and cost efficiency [17][18] Industry Trends and Challenges - The competition for high-quality raw materials is intensifying, with leading companies focusing on controlling tea gardens and establishing deep R&D partnerships [18] - The supply chain competition is driving industry consolidation, with larger companies building barriers through scale procurement and comprehensive quality control [18] - Smaller brands face challenges related to raw material costs and supply stability, highlighting the need for strategic investments in supply chain capabilities [18]