本报讯 （记者李静）近期，喜茶推出的首款瓶装超级植物茶产品"羽衣甘蓝青瓜"持续引发消费热潮。 这款全新的瓶装产品灵感源自喜茶门店的超级植物茶系列，延续了喜茶超级植物茶健康好喝的产品体 验。羽衣甘蓝青瓜产品不仅使用了喜茶定制的羽衣甘蓝和青瓜原料，还添加了2种膳食纤维，以及喜茶 经典绿妍茶叶和抹茶，创新研发带来健康加倍的瓶装超级植物茶体验。羽衣甘蓝青瓜上新以来深受消费 者喜爱，快速成为山姆酒水饮料品类新品销量第一名。 喜茶首款瓶装超级植物茶成山姆爆款 为了让更多消费者随时随地都能体验到健康好喝的超级植物茶，喜茶推出了首款瓶装超级植物茶产品 ——羽衣甘蓝青瓜。2024年，喜茶在门店首创推出羽衣纤体瓶、去火纤体瓶等超级植物茶系列现制产 品，为消费者带来了更健康的茶饮体验，带动超级植物茶成为行业最热门的产品品类。喜茶在这些门店 现制产品的灵感基础上，推出了瓶装超级植物茶。 为了带来好喝的瓶装超级植物茶产品，延续门店现制产品的风味，喜茶通过不断地测试和调整产品配 方，使用羽衣甘蓝搭配青瓜，并添加喜茶经典绿妍茶叶和抹茶，带来了入口轻盈多汁、茶香回甘的风味 体验。不同于市场上同类型产品单纯以果蔬汁为原料，喜茶这种"超级植物+ ...

Core Insights - Kale has emerged as a trending superfood in 2024, with significant social media engagement and a dramatic increase in purchase prices, indicating a growing consumer interest [1][3] - The rise of kale is attributed to innovative marketing strategies by brands like Heytea, which launched kale-based drinks that quickly gained popularity [7][8] - Despite the initial success, the market is becoming saturated with similar products, leading to concerns about differentiation and sustainability for brands like Heytea [12][15] Group 1: Market Trends - In 2024, kale-related content on Douyin reached over 1.48 billion views, highlighting its popularity as a superfood [1] - The purchase price of kale surged from 0.8 yuan per jin in 2024 to 3.5 yuan per jin in March 2025, marking an increase of over 300% [1] - The tea beverage market is entering a phase of reduced growth, with predictions of a decline in market growth rate from 6.4% in 2024 to 1.5% by 2028 [14] Group 2: Brand Strategies - Heytea launched its first kale drink, "Champion Slimming Bottle," during the 2024 Paris Olympics, achieving sales of over 10 million bottles within a month and a half [7][8] - The brand has introduced the concept of "super plant tea," aiming to differentiate itself in a crowded market by focusing on unique ingredients [8][12] - In response to market saturation, Heytea has reduced its collaboration frequency, from 19 partnerships in 2023 to 14 in 2024, indicating a shift towards a more focused brand strategy [12] Group 3: Industry Challenges - The tea beverage industry is facing challenges such as high product homogeneity and declining profit margins, leading to a need for brands to innovate beyond price competition [15][16] - The rapid introduction of similar kale-based products by competitors suggests a trend of imitation rather than true innovation, raising questions about long-term brand differentiation [16][17] - Heytea's internal communications reflect a strategic pivot away from aggressive expansion and price wars, emphasizing the importance of brand value and consumer engagement [11][13]

Group 1: Event Overview - The fifth China International Consumer Products Expo (CICPE) opened on April 13, attracting over 4,100 brands from 71 countries and regions, including 65 Fortune 500 companies, marking a new record in scale [1] - The theme of this year's expo is "Sharing Open Opportunities, Creating a Better Life" [1] Group 2: Industry Trends - The tea beverage industry has seen a surge in interest in "super plant tea," particularly kale, with over 30 new products launched this year containing kale [1] - The domestic market share of kale has increased dramatically from 5% to 55% due to rising demand [1] Group 3: Company Highlights - Heytea - Heytea's "Super Plant Tea" series, launched in July last year, sold over 3.5 million cups in its first month and has reached cumulative sales of over 37 million cups by the end of December 2024 [2] - Heytea is exploring an order agriculture model with two upstream bases to enhance quality control and reduce food safety risks, establishing over 10,000 acres of cooperative orchards across China [2] Group 4: Company Highlights - Naixue - Naixue, known as the "first stock of new tea drinks" in Hong Kong, showcased its signature "Baqi Fresh Fruit Tea" series and has nearly 2,000 stores globally with over 100 million members [2] - Since its establishment in 2015, Naixue has collaborated with various well-known international IPs, launching 14 co-branded projects and over 50 products in 2024 alone, with the Harry Potter collaboration selling 400,000 units on the first day [2]