2025.12.25 本文字数：2468，阅读时长大约4分钟 作者 |第一财经 揭书宜 在好莱坞的星光大道，蜜雪冰城新店正对中国剧院开业；而在国内任意一家奶茶店，消费者可能正用勺 子品尝一杯"固体杨枝甘露"。这一"外扩"一"内卷"的场景，勾勒出2025年新茶饮行业的两大突围路径。 当国内市场陷入"一条街十家店"的同质化红海，2025年的新茶饮巨头们一边把出海目标从东南亚转向消 费力更强的欧美，寻求品牌全球化；另一边则是将饮品"固体化""甜品化"，以拓宽消费场景。 资本狂热但差异化难寻 2025年可以说是"中国茶饮资本元年"，这一年，有四家茶饮企业陆续上市。从2021年奈雪的茶成为"新 式茶饮第一股"，到2025年蜜雪冰城、霸王茶姬、沪上阿姨等品牌争相登陆资本市场，新茶饮的资本盛 宴仍在上演。 近年来，我国新茶饮消费市场规模不断扩大。中国连锁经营协会新茶饮委员会联合美团新餐饮研究院发 布的研究报告显示，今年国内新茶饮消费市场规模有望突破2000亿元。 然而，资本盛宴下，茶饮市场正从增量竞争转向存量博弈。无论是在一线城市上海的吴江路步行街，还 是在四线小城的核心商圈，"500米一条街10家奶茶店"成为常态，品牌们 ...

Core Viewpoint - The beverage industry is experiencing a creative transformation where consumers are repurposing drinks like milk tea and coffee into desserts, indicating a trend towards "beverage + dessert" innovation [22][31][33]. Group 1: Consumer Trends - Consumers are creatively using leftover drinks to make desserts, such as turning milk tea into cakes, which has gained significant popularity on social media [5][10][12]. - The trend of "everything can be milk tea" has emerged, with various recipes combining milk tea with food, leading to a surge in user-generated content [18][24]. - The DIY approach not only reduces waste but also provides a unique and enjoyable consumer experience [28]. Group 2: Brand Engagement - Brands like Xiangpiaopiao are actively participating in this trend by promoting user-generated content and sharing recipes, which enhances brand visibility and consumer engagement [12][29]. - The trend has led to a low-cost, high-exposure marketing opportunity for brands, as consumers share their creative uses of beverages online [29][41]. Group 3: Industry Implications - The beverage industry's shift towards dessert-like products is becoming more pronounced, with major brands exploring this crossover to attract consumers [30][35]. - The success of transforming classic beverage flavors into baked goods suggests a high potential for new product development in the beverage sector [34][39]. - This trend is expected to drive increased beverage consumption, benefiting physical stores as well [41].

Core Insights - The recent trend of transforming beverages like milk tea into cakes and other desserts has gained significant popularity on social media, indicating a shift in consumer behavior towards creative culinary uses of drinks [1][20][21] Group 1: Consumer Trends - Consumers are experimenting with leftover drinks, such as turning a cup of milk tea into a cake using simple ingredients and a microwave, which has garnered thousands of likes on social media [1][3] - The trend of "DIY" beverage transformations reflects a growing acceptance of the "drink+" concept, where traditional beverages are reimagined as desserts, enhancing consumer engagement and reducing waste [20][23] Group 2: Brand Participation - Brands like Xiangpiaopiao are actively participating in this trend, with their social media posts receiving high engagement, such as 37,000 likes for recipes using their milk tea [5][7] - The involvement of brands in these creative culinary challenges serves as a low-cost marketing strategy, increasing brand visibility and consumer affinity through interactive content [20][21] Group 3: Industry Implications - The trend of beverage dessertification is prompting beverage companies to explore new product lines that blend drink flavors with dessert formats, potentially leading to new market opportunities [21][25] - Major brands are already capitalizing on this trend by launching innovative products that combine classic drink flavors with baked goods, such as the "mochi croissant tart" series from Heytea [23][25]

Core Insights - Heytea has launched a new product line called "Nuo Nuo Croissant Tart" in its Shenzhen store, which has quickly gained popularity, leading to long queues and sold-out products on the first day of release [1][2][4] Product Launch - The new product series includes flavors inspired by popular drinks such as "Explosive Taro Nuo Nuo Croissant Tart" and "Mango Sweet Dew Nuo Nuo Croissant Tart," priced between 25 to 35 yuan each [2][4] - The "Explosive Taro Nuo Nuo Croissant Tart" replicates the recipe of the popular "Taro Bubble Milk," while the "Mango Sweet Dew Nuo Nuo Croissant Tart" features fresh seasonal mango [2][4] Consumer Response - The launch day saw significant consumer interest, with the official app frequently showing sold-out notifications and customers traveling from other cities to try all five flavors [4] - Social media buzz has led many consumers to request a nationwide rollout of the new product line [4] Industry Trends - The tea beverage industry is witnessing a trend of cross-category expansion, with brands diversifying their product offerings to seek new growth opportunities [5][7] - Other brands, such as "One Bite Egg Tart One Bite Tea," have successfully combined tea and baked goods, enhancing customer experience and increasing average transaction value [7][9] - The trend of "drink + dessert" combinations is becoming a key strategy for brands to attract consumers and boost sales [16]