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]