以下文章来源于36氪未来消费 ，作者钟艺璇 马来西亚之外，霸王茶姬出海多点开花。 文 ｜ 钟艺璇 编辑 ｜ 乔芊 来源｜ 36氪未来消费（ID：lslb168） 封面来源 ｜ 品牌官方 36氪独家获悉，霸王茶姬2025年门店扩张具体目标为——中国内地1000+家，中国香港50家，东南亚地区100+家，美国10家。 对此，霸王茶姬官方回应称：不予置评。 此前，霸王茶姬曾在招股书内披露过2025年全球门店增长目标，即在中国和全球范围内新开1000至1500家门店。按照前述地区划 分目标，不难看出，中国内地仍旧是霸王茶姬2025年门店增长的主要力量，只是1000 家的增速对比过去明显下滑，仅有16%。 2023、2024年霸王茶姬中国内地门店数量同比增速分别为218%、82%。 2025年，霸王茶姬也终于开始在马来西亚之外的全球门店集中发力，但增长目标相对保守。 36氪未来消费 . 在这里看到消费的未来。36氪旗下官方账号。 目前来看，香港市场在霸王茶姬今年的扩张目标中，格外突出。香港的国际化程度较高，其地理位置也决定了此地拥有供应链优 势，是一个走向全球化的跳板。霸王茶姬在香港的野心早有外露。早在去年霸王茶姬开香 ...

Core Viewpoint - The "China Ready-to-Drink Tea Dietary Nutrition Upgrade White Paper" has been officially released, providing a nutritional guide for the ready-to-drink tea industry and offering consumers a nutritional element table for tea drinks [2][4][9]. Group 1: Market Trends and Consumer Behavior - Ready-to-drink tea has become an important part of daily diet for the younger generation, with per capita annual consumption expected to rise from approximately 11 cups in 2023 to about 26 cups by 2028 [12][13]. - The average daily dietary fiber intake for the 18-35 age group is only 11.8g, significantly below the recommended 25-30g, highlighting a nutritional gap that ready-to-drink tea can help address [20][21]. - The primary factors influencing consumer choices for ready-to-drink tea are taste and flavor, accounting for 63.0%, while the healthiness of ingredients is also significant at 35.3% [22][23]. Group 2: Industry Transformation and Health Focus - The ready-to-drink tea industry is evolving towards a health-oriented paradigm, driven by increasing consumer demand for health products and awareness of wellness [27][28]. - Brands are actively exploring health upgrades, with notable innovations such as "vegetable + fruit + tea" combinations, and companies like Heytea and Bawang Tea Sister implementing health standards and nutritional calculators [31][32][36][37]. - The white paper suggests that the industry should focus on national nutrition and health, advocating for scientific sugar reduction, standardizing raw material supply, enhancing product innovation, and improving consumer education [40][41]. Group 3: Future Outlook - The ready-to-drink tea market is rapidly expanding, becoming a crucial link between agricultural raw materials and end consumers [43]. - The white paper is expected to aid in establishing a new paradigm for "healthy tea drinks," providing a reference guide for consumers' healthy diets and promoting the industry's transition towards health and standardization [44][45].

Core Viewpoint - The article discusses the rise of three prominent consumer brands from Henan, China: Mixue Ice City, Pop Mart, and Pang Donglai, highlighting their unique business strategies and the founders' backgrounds that resonate with current consumer sentiments [3][5][10]. Group 1: Company Overview - Mixue Ice City went public in Hong Kong in March 2023, with its stock price soaring from the IPO price of 202.5 HKD to 456 HKD, marking a 125% increase within two months [5][9]. - Pop Mart, founded by Wang Ning, initially faced challenges post-IPO in 2020 but has recently seen a resurgence, with its stock price reaching nearly 200 HKD, driven by popular IPs like Labubu [6][9]. - Pang Donglai, known for his high-profile public persona, has built a supermarket chain that emphasizes employee welfare and community engagement, becoming a symbol of hope during economic downturns [7][10]. Group 2: Founders' Backgrounds - The founders of these companies, all from Henan, share a humble background, which influences their business philosophies. Zhang Hongchao and Zhang Hongfu of Mixue Ice City grew up in poverty, leading to a focus on affordability in their products [5][8]. - Wang Ning of Pop Mart, despite initial skepticism from investors, persisted in his vision of creating a unique retail experience that appeals to adults, which has now gained significant traction [11][12]. - Yu Donglai of Pang Donglai has a more public-facing approach, actively engaging with the community and promoting a positive work environment, which has garnered both support and criticism [7][10]. Group 3: Market Strategies - Mixue Ice City has rapidly expanded into Southeast Asia, with over 550 stores in Vietnam and Indonesia by early 2022, aiming to provide affordable beverages globally [26][27]. - Pop Mart has adopted an aggressive expansion strategy into major international cities, including New York and Paris, focusing on high-traffic tourist areas to enhance brand visibility [28][29]. - Pang Donglai has maintained a stronghold in Henan, with a significant portion of its products being self-branded, projecting a sales increase from 20 billion to 60 billion in proprietary goods by 2024 [30][31].

马来西亚之外，霸王茶姬出海多点开花。 作者 | 钟艺璇 编辑 | 乔芊 36氪独家获悉，霸王茶姬2025年门店扩张具体目标为——中国内地1000+家，中国香港50家，东南 亚地区100+家，美国10家。 2025年，霸王茶姬也终于开始在马来西亚之外的全球门店集中发力，但增长目标相对保守。 截止2024年底，霸王茶姬全球门店数达到6440家，其中海外门店156家，绝大多数位于马来西亚 （148家）。借助"直营＋合资"模式以及知名运动员李宗伟的推广，霸王茶姬在马来西亚实现了规模 化扩张。一位头部茶饮品牌的海外区域经理告诉36氪，"我们的团队还一起去过马来西亚，就是为了 考察霸王茶姬的经验。" 但单个区域的突破，并不全然代表全球化能力。从去年开始，霸王茶姬开始将视线转移到中国香港、 印度尼西亚、新加坡乃至美国，在当地已经拥有个位数的少量门店。和中国内地相同，霸王茶姬在中 国香港及海外继续沿用了"高举高打"的风格，即核心商圈点位，做体验感大店，甚至不惜重金租用门 前场地做展厅，例如今年4月开业的霸王茶姬首家北美门店，其选址就位于美国洛杉矶人气商场 Westfield Century City，紧邻比佛利山庄和西洛杉矶 ...

Core Insights - The article discusses the decline of Lipton tea bags in the Chinese market, once a symbol of urban elite lifestyle, now perceived as cheap and outdated [1][6][15] - The rise of new tea brands and the shift in consumer preferences towards fresh and innovative tea drinks have contributed to Lipton's diminished status [4][25][34] Industry Overview - The tea industry in China has seen rapid evolution, with new players emerging and traditional brands like Lipton struggling to keep up [3][4][28] - The market for new-style tea drinks is projected to reach 3,749.3 billion yuan by 2025, significantly overshadowing the bagged tea market, which is expected to reach only 223.0 billion yuan [35][36] Company Analysis - Lipton, which introduced bagged tea to China over 30 years ago, has seen its brand image shift from high-end to a low-cost option, losing its appeal among younger consumers [7][15][18] - The company was sold to CVC Capital for 4.5 billion euros in 2022, but this transaction did not significantly impact consumer perception [16][17] - Lipton's traditional strengths of convenience and standardization are no longer sufficient in the face of competition from fresh tea brands that offer more variety and customization [24][26][27] Consumer Behavior - Younger consumers prefer fresh, high-quality tea over bagged options, with less than 5% of total tea consumption in China attributed to bagged tea [37][38] - There is a growing trend of DIY tea drinks using Lipton tea bags, indicating a potential niche market despite the brand's overall decline [43][44]

Core Viewpoint - The collaboration between Mixue Ice City and jewelry brand Zhou Dasheng, featuring the virtual character Xue Wang, has exceeded expectations, showcasing the potential of brand virtual images in cross-industry partnerships [1][18]. Brand Virtual Image Development - Mixue Ice City has successfully transformed its virtual character Xue Wang into a cross-industry IP, leveraging long-term marketing strategies and a relatable persona, unlike many other brands that have struggled to maintain their virtual images [3][10]. - The rise of virtual brand images began around 2021, with various brands exploring this concept, but many failed to sustain interest due to a lack of innovation and emotional connection with consumers [6][9]. Successful Examples and Strategies - Successful virtual characters like Xue Wang and Duolingo's Duo have demonstrated the importance of relatability, humor, and emotional engagement in building a strong brand presence [10][12]. - Xue Wang's character has been developed through various marketing strategies, including viral videos and interactive content, which have helped establish a strong connection with the audience [11][16]. Cross-Industry Collaboration - The recent collaboration between Xue Wang and Zhou Dasheng has resulted in popular products like pendants and charms, indicating the effectiveness of virtual characters in expanding brand reach and appeal [18][21]. - Other brands, such as Peace Elite with its digital spokesperson Jili, have also successfully utilized virtual characters for cross-industry marketing, demonstrating the versatility and potential of this approach [18][19]. Long-term Brand Strategy - Building a successful virtual character requires a long-term commitment to character development and audience engagement, as seen with Mixue Ice City's ongoing efforts with Xue Wang since 2018 [16][21]. - The success of virtual images is closely tied to the brand's overall identity and market understanding, emphasizing the need for a well-thought-out marketing strategy [21].

Group 1 - The event "Shenzhen New Consumption Season Innovation Competition" and the first "Baoan Quality Products and Enterprises" list were launched in Baoan District, focusing on new consumption experiences and innovations [1][2] - The competition encourages shopping centers, chain brands, and platform enterprises to innovate in consumption practices, resulting in 18 outstanding cases being selected [1] - Notable selected cases include "Relax Life Festival" and "Limited Bread Community 5.0" from Baoan, as well as "Dream Island Forest" from Qianhai One Square [1] Group 2 - The first "Baoan Quality Products and Enterprises" list revealed 25 outstanding companies across five sectors: consumer goods, life services, commercial channels, wholesale and supply chain, and catering [2] - The list features global leaders like "Baoan Manufacturing" products, including folding bikes and ergonomic chairs, as well as well-known companies like SF Express and local brands like Jasmine Milk Tea [2]

Core Viewpoint - The IPO market in China is becoming increasingly active, reflecting companies' determination and confidence in seeking capital support in the current economic environment [1] Group 1: IPO Market Activity - As of May 21, 2023, there have been 42 IPOs in the A-share market this year, with monthly distributions of 12 in January, 1 in February, 14 in March, 10 in April, and 5 in May [1] - The total fundraising from new IPOs has exceeded 25 billion yuan, with March and April seeing slight increases in both the number and scale of new stock issuances [1] - 18 companies have successfully passed IPO applications this year, while approximately 170 companies are still under review, with over half from the Beijing Stock Exchange [1] Group 2: Industry Distribution - Companies with "hard technology" characteristics are leading the A-share IPO market, with sectors such as technology, consumer goods, biotechnology and healthcare, mechanical manufacturing, and new energy and clean technology being the mainstream [2] - The semiconductor and artificial intelligence sectors, along with innovative drugs and AI medical technologies in the biotechnology and healthcare industry, are attracting significant capital investment [2] Group 3: A+H Listing Trend - The number of A+H listed companies is increasing, with 13 A-share companies announcing plans for H-share listings in April alone, including leading firms in the semiconductor sector [3] - The recent IPO of CATL on the Hong Kong stock market raised approximately 35.66 billion HKD, marking the largest IPO in Hong Kong this year and indicating a new phase in the globalization of China's new energy industry [3][4] - The narrowing of the price gap between A-shares and H-shares has made A+H listings more attractive to global long-term investors [3][4] Group 4: Regulatory Environment and Market Dynamics - The China Securities Regulatory Commission (CSRC) is expected to introduce policies to deepen reforms in the Sci-Tech Innovation Board and the Growth Enterprise Market, enhancing the inclusiveness and adaptability of the system [2] - The CSRC has launched several cooperative measures with the Hong Kong Stock Exchange to facilitate mainland companies' listings in Hong Kong, improving the listing process and increasing certainty [5] - Deloitte China predicts that more A-share listed companies and leading mainland enterprises will consider listing in Hong Kong, with the financing scale in the Hong Kong market expected to reach between 130 billion HKD and 150 billion HKD by 2025 [5] Group 5: International Listing Choices - Some companies are opting for the US market for their IPOs, such as the tea brand Bawang Chaji and the HVAC company Shanyou, which recently listed on NASDAQ [6]

Core Insights - The tea beverage industry is witnessing rapid growth, with BaWang Tea Ji emerging as the fastest-growing player in 2024, despite not being the most profitable [1][4] - The new tea beverage sector is expected to heat up with several companies planning to go public in 2025, as financial disclosures reveal management compensation for 2024 [1] Group 1: Management Compensation - In the new tea beverage industry, disclosed CEO salaries range from 606,000 to 13.128 million RMB, showing significant disparity [2] - BaWang Tea Ji reported the highest management compensation at 66.2 million RMB (approximately 9.1 million USD) for 2024, surpassing other companies [2] - MiXue Group followed with a total management compensation of 53.14 million RMB, ranking second among listed companies [3] Group 2: Financial Performance - MiXue Ice City led the industry with a net profit of 4.4 billion RMB in 2024, while BaWang Tea Ji ranked second with a profit of 2.5 billion RMB [3][4] - BaWang Tea Ji expanded its store count to 6,440, achieving a revenue growth of 167% to 12.4 billion RMB and a net profit increase of 213% [4] - GuMing reported a revenue of 8.791 billion RMB, a year-on-year growth of 14.45%, with a net profit of 1.542 billion RMB, reflecting a 36.95% increase [4] Group 3: Market Trends - The new tea beverage market in China exceeded 300 billion RMB last year, indicating a gradually saturated market with brands entering a phase of stock competition [5] - The market is projected to maintain slight but stable growth, potentially surpassing 400 billion RMB by 2028 [5] - The industry is characterized by a competitive landscape where larger players may acquire smaller ones, with companies having fewer than 3,000 stores likely to exit the market [5]