Core Insights - The ready-to-drink tea market is showing signs of recovery, with a total of 122,027 stores as of July 2025, an increase of 5,049 stores from June, despite a month-on-month decrease in new store openings [1][3]. Store Opening Performance - In July, 2,597 new stores were opened, a decrease of 16.70% month-on-month and a decline of 22.29% year-on-year [1][2]. - The leading brand, Mixue Ice City, opened 950 new stores in July, maintaining a strong expansion despite a gradual decline in monthly openings over the past three months [3][4]. - Gu Ming opened 316 new stores in July, marking a year-on-year increase of 90.68%, attributed to market recovery and adjusted expansion strategies [3][4]. - Other notable brands include Hu Shang A Yi with 265 new stores, Tian La La with 194, and Wei Li Nai Bai with 113 [3][4]. Competitive Landscape - The industry is characterized by contrasting strategies of expansion and contraction among brands. Gu Ming and Hu Shang A Yi are expanding rapidly, while brands like Cha Bai Dao are experiencing a decline in store numbers [6][4]. - The total number of stores for Cha Bai Dao has decreased from 8,449 to 7,750 over the past year, indicating a net reduction of 699 stores [6]. Product Innovation - In July, the total number of new product launches decreased significantly to 86 SKUs from 124 in June, reflecting a shift in focus among brands [6][8]. - Gu Ming and Mei Suan Nai launched the highest number of new products, with 9 SKUs each, while other brands like Cha Bai Dao and Nai Xue's Tea followed closely with 8 SKUs [6][8]. Seasonal Trends and Collaborations - The product focus for July included refreshing and healthy beverages, with many brands introducing seasonal fruit flavors such as green grapes, apples, and peaches [9][10]. - A total of 12 brands engaged in 18 collaborative marketing activities in July, maintaining the same level of engagement as in June, indicating a trend towards diverse and frequent collaborations [10][11]. - Collaborations have expanded beyond traditional media to include cultural and public institutions, enhancing brand visibility and engagement with different consumer segments [10].

Core Insights - The article discusses the evolving landscape of brand collaborations in the tea beverage industry, particularly around the marketing opportunities presented by events like "520" [2][4] - It highlights a shift from quantity to quality in brand collaborations, with a focus on deeper integration and value creation rather than mere traffic generation [4][6] Brand Collaboration Trends - In the period from May 15 to May 20, 11 leading tea brands launched 7 new product series and engaged in 5 collaborations, including notable partnerships like Mixue Ice Cream and Zhou Dasheng, and Heytea with the civil affairs bureau [2] - Compared to the same period last year, the number of collaborations has decreased, indicating a potential shift in strategy within the industry [4] - In 2024, the number of collaborations among the top 10 tea brands reached 125, up from 106 in 2023, showing a growing trend in brand partnerships [4] Collaboration Strategies - Brands are diversifying their collaboration directions, engaging with various sectors such as film, animation, and gaming, and tailoring their strategies to fit their brand identity [4][10] - For instance, Heytea focuses on fashion brands to enhance cultural resonance, while Bawang Tea Princess collaborates with cultural IPs to strengthen the image of Eastern tea [4][10] Consumer Engagement and Experience - The collaboration between Tea Li Yi Shi and the game "Qian Nv You Hun" stands out for its innovative approach, integrating online and offline experiences to create a multi-dimensional consumer engagement [10][11] - This partnership includes themed stores, interactive promotions, and cross-platform rewards, enhancing user participation and brand visibility [11][14] Long-term Value Creation - The article emphasizes the importance of transforming collaborations into long-term brand assets rather than short-term marketing tactics, suggesting a model of "traffic conversion - emotional sedimentation - value co-creation" [21] - Successful collaborations should resonate with the brand's cultural narrative and foster deeper connections with consumers, which may lead to sustained brand loyalty and market differentiation [16][21]