Core Insights - The tea beverage market in China is becoming increasingly competitive, with a projected market size of 312.7 billion yuan in 2024, reflecting a growth of 20.97% from the previous year [1] - The brand "爷爷不泡茶" has emerged as a leader in this saturated market, achieving an eightfold increase in store count within a year, highlighting its successful strategy of tapping into emotional value and creating long-lasting popular products [1][3] Market Overview - The Chinese ready-to-drink tea market is expected to reach 368.9 billion yuan by 2025, with growth rates slowing due to market saturation and intense competition among numerous tea brands [1] - The brand "爷爷不泡茶" has capitalized on this competitive landscape by rapidly expanding its presence and product offerings [1][9] Product Strategy - "爷爷不泡茶" has developed a signature product, "空山栀子," which combines high-quality ingredients and innovative recipes, achieving a repurchase rate three times higher than similar new products [3][6] - The brand's product line includes "栀子龙眼椰" and "荔枝冰酿," which have gained popularity among consumers, particularly the younger demographic [3][4] Emotional Value and Brand Positioning - The company emphasizes the importance of emotional value in its products, aiming to provide not just refreshments but also a means to enhance consumer experiences [6] - The brand's marketing strategies include collaborations with popular figures and social media campaigns to resonate with younger audiences [6][7] Supply Chain and Expansion - "爷爷不泡茶" has successfully expanded to over 2,200 stores across more than 30 provinces, with an average of 2.7 new stores opening daily, while maintaining product quality through effective supply chain management [9] - The company has established temperature-controlled storage facilities and a cold chain logistics system to ensure product consistency and quality [9][10] Collaboration and Innovation - The establishment of a "栀子花绿茶实验室" in 下姜村 aims to leverage local agricultural resources for product development, showcasing the brand's commitment to quality and community engagement [10]