文 | 《BUG》栏目 徐苑蕾 2026 年伊始，现制酸奶赛道迎来重磅整合，头部品牌茉酸奶被曝已完成对新锐品牌酸奶罐罐的收购。 尽管双方均未作官方回应，但一位酸奶罐罐内部人士向《BUG》栏目证实了该消息，并称核心目的在 于"整合资源，提升市占率"。据透露，两个品牌将在人力、财务、供应链等后端统一管理，前端品牌与 门店仍独立运营。 这场并购并非单方强势扩张，而是双方困境下的双向奔赴。根据窄门餐眼数据，茉酸奶2年内关店超400 家，在营门店数较巅峰期缩减近3成，而酸奶罐罐的门店数也与其创始人曾定下的千店目标相去甚远。 在现制酸奶市场仍未完全饱和但竞争日趋激烈的背景下，此次并购被视为行业从狂奔迈向整合的关键信 号。有专家观点指出，现制酸奶行业的确开始进入洗牌阶段，赛道红利消退，小体量品牌生存空间正在 收窄。 并购细节曝光，品牌独立运营 近日有市场消息称，酸奶罐罐已被茉酸奶收购。截至发稿，双方均未对此次作出官方回应。不过，一位 酸奶罐罐内部人士向《BUG》栏目确认了该消息，并强调称"应该说是并购"，核心目的是整合资源，提 升市占率，"把所有的资源捏在一块，肯定比自己单打独斗要强。" 前述内部人士透露，并购后，两个品牌 ...

文 | 《BUG》栏目 徐苑蕾 2026 年伊始，现制酸奶赛道迎来重磅整合，头部品牌茉酸奶被曝已完成对新锐品牌酸奶罐 罐的收购。 尽管双方均未作官方回应，但一位酸奶罐罐内部人士向《 BUG 》栏目证实了该消息，并称 核心目的在于 " 整合资源，提升市占率 " 。据透露，两个品牌将在人力、财务、供应链等 后端统一管理，前端品牌与门店仍独立运营。 这场并购并非单方强势扩张，而是双方困境下的双向奔赴。根据窄门餐眼数据，茉酸奶 2 年内关店超 400 家，在营门店数较巅峰期缩减近 3 成，而酸奶罐罐的门店数也与其创始人 曾定下的千店目标相去甚远。 在现制酸奶市场仍未完全饱和但竞争日趋激烈的背景下，此次并购被视为行业从狂奔迈向整 合的关键信号。有专家观点指出，现制酸奶行业的确开始进入洗牌阶段，赛道红利消退，小 体量品牌生存空间正在收窄。 并购细节曝光，品牌独立运营 近日有市场消息称，酸奶罐罐已被茉酸奶收购。截至发稿，双方均未对此次作出官方回应。 不过，一位酸奶罐罐内部人士向《 BUG 》栏目确认了该消息，并强调称"应该说是并购"， 核心目的是整合资源，提升市占率，"把所有的资源捏在一块，肯定比自己单打独斗要 强。" 前 ...

近日有消息称，现制酸奶品牌"酸奶罐罐"已被茉酸奶收购。据了解，在现制酸奶市场，茉酸奶与酸奶罐 罐均跻身前五位，两大品牌合并无疑将占据更大份额。双方合并后的战略意图、品牌定位及如何进行市 场协同，吸引业内关注。 截至目前，上述收购消息并未得到茉酸奶与酸奶罐罐的官方确认。茉酸奶方面回复新京报记者称，对收 购消息暂时不便回应。有知情人士透露，茉酸奶方面确实在与酸奶罐罐接触，但还没有到传闻中的"已 收购"或"完成收购"阶段。 酸奶罐罐成立于2023年4月，是茶饮品牌桂桂茶内部孵化项目。2023年4月，酸奶罐罐首店在上海美罗城 开业。据酸奶罐罐加盟招商信息，该品牌创立仅半年，门店数量就突破100家，2024年底，门店增至400 家。截至2025年5月，其在营门店数量突破600家，并计划未来3年门店数突破3000家。 有茶饮行业知情人士透露，从门店规模来看，茉酸奶、酸奶罐罐均位列现制酸奶行业前五名，主要区别 在于价格定位。目前茉酸奶产品定价在18元-27元，而酸奶罐罐定价在13元-22元之间，两品牌整合后可 以在价格带上形成市场互补。 乳业专家宋亮认为，茉酸奶主打一二线城市，通过收购酸奶罐罐，可以达到向三四线市场扩店的目 ...

近日，有加盟商向茶咖观察透露，酸奶罐罐已被茉酸奶收购，创始人及初创团队已离场，原定的出海计划搁浅。另一位加盟商证实，早在11月便已有相关传 闻，其门店也在同期停业。同时，茶咖观察也向另一位接近该品牌的人士证实了该消息，但酸奶罐罐内部尚未出现大规模人事调整。 茶咖观察就此事向酸奶罐罐创始人郑志禹求证，未获正面回应。 值得注意的是，茉酸奶自身近期也刚完成一场权力更迭：创始人赵伯华卸任全部职务并清空股份，彻底离场；原联合创始人、加盟商出身的顾豪成为控股股 东及法定代表人。与此同时，乳企君乐宝以21.43万元出资获得了茉酸奶运营主体42.86%的股权。 出品/茶咖观察 作者/蒙嘉怡 编辑/薛向 图源/小红书@酸奶罐罐 酸奶赛道开始进入整合期。 | | 持股详情 | | © 个查查 | | --- | --- | --- | --- | | 君乐宝(河北)企业管理有限公司 | | | | | 持股企业 | | | | | 上海伯邑餐饮管理有限公司 | | | | | 股东类型 | | 持股比例 | | | 企业法人 | | 42.86% | | | 首次持股日期 | | 关联品牌产品 | | | 2023-12-13 ...

然而在2025年底，赵伯华彻底退出所有职务和30%股权。这一变化看似突然，实则早有预兆。接近公司的人 士透露，赵伯华自2022年起已逐步淡出日常经营。 上海伯邑餐饮管理有限公司完成工商信息变更，创始人赵伯华卸任法定代表人、总经理、董事、财务负责 人并退出股东行列。 这一变更被业内人士称为"静默却深刻的权力更迭"。新的股权结构中，原加盟商顾豪持股57.14%成为实际 控制人，乳业巨头君乐宝则以42.86%的持股比例重返股东行列。 权力更迭 茉酸奶的创立始于2014年，牙医出身的赵伯华在上海临港大学城开出首家现制酸奶门店。凭借自主研发的 牛油果酸奶奶昔等产品，品牌在细分赛道蛰伏多年。 2019年，同为牙医的顾豪以加盟商身份加入茉酸奶。次年，两人达成合作：赵伯华专注于产品研发，顾豪 负责品牌扩张。这一分工直接推动了茉酸奶的快速扩张。2021年，品牌正式开放加盟，门店数量开始快速 增长。 2023年成为茉酸奶的关键年份，一年新增1368家门店，总门店数冲至1682家。同期，君乐宝宣布战略入股 茉酸奶，持有30%股份。 加盟狂飙 从商业角度来看，茉酸奶的快速崛起离不开其激进的加盟模式。自2021年开放加盟后，品牌采取" ...

近日，成立11年的连锁酸奶品牌茉酸奶发生人事变更。 2024年5月，茉酸奶陷入食安风波。有媒体报道，茉酸奶在北京的4家门店存在原料过期、偷工减料等问题。茉酸奶随后对此致歉。 据窄门餐眼数据，茉酸奶现有门店1166家，较巅峰期已经减少516家。红星资本局了解到，目前，茉酸奶已大幅降低加盟门槛。有工作人员对红星资本局表 示，之前加盟一家茉酸奶的落地费用为50万元至60万元，如今加盟总费用最低可以在25万元以下。 红星资本局注意到，其创始人赵伯华卸任品牌母公司上海伯邑餐饮管理有限公司（下称"上海伯邑"）所有职务、清仓离场，联合创始人顾豪接任法定代表 人。曾于今年10月退出股东阵营的君乐宝河北企业管理有限公司（下称"君乐宝河北公司"）成为公司第二大股东，持股42.86%。 茉酸奶成立于2014年，曾凭借原创牛油果酸奶奶昔迅速出圈，根据2023年全年全渠道门店销售数据，原创牛油果系列年销量达2100万杯。不过，在牛油果系 列后，茉酸奶迟迟没有出现第二个原创爆款。 资料图 图据视觉中国 创始人清仓退出 君乐宝持股比例提升 | 1 | 2025-12-04 | 法定代表人变更 | 我相关 | 顾ड | | --- | -- ...

企查查信息显示，近日，现制酸奶头部品牌"茉酸奶"关联公司——上海伯邑餐饮管理有限公司发生工商变更，创始人赵伯华卸任法定代表人、总经理、董 事、财务负责人并完全退出股东行列。联合创始人顾豪接任法定代表人，持有公司57.14%的股份。 更关键的变化在于股权结构。君乐宝集团通过旗下君乐宝（河北）企业管理有限公司再次投资入股，持股比例从最初的30%提升至42.86%，成为与顾豪并列 的唯二股东。这意味着，在品牌创立十一年后，其彻底告别了"夫妻店"模式，进入了由产业资本深度主导的新阶段。 | | | 顾莹* | 顾豪*(持股+17.14%) | | --- | --- | --- | --- | | 2025-12-04 | 投资人(股权)变更 | 君乐宝（河北）企业管理有限公司 | 君乐宝(河北)企业管理有限公司 (持股+12.86%) | | | | 赵伯华【退出】 (持股-30%) | | | 2025-12-04 | 联络员 | 部盈飲【退出】 | 顾豪*【新进】 | | 2025-12-04 | 经营期限（营业期限）变 | 2014-05-27~2034-05-26 | 2014-05-27~ | | 202 ...

Core Viewpoint - Blueglass Yogurt has significantly reduced its prices in response to market competition and changing consumer behavior, indicating a shift in strategy to regain market traction [3][4][5] Pricing Strategy - Blueglass is offering discounts of around 50% on some products online and a promotion of 99 yuan for 5 cups offline, making the price per cup less than 20 yuan [3][4] - The brand's previous pricing strategy has been challenged as it has never offered such discounts before 2023 [4] Market Position and Challenges - Blueglass, established in 2012, has faced difficulties in achieving its goal of opening 1,000 stores within three years, with only 214 stores currently operational [4][9] - The brand's rapid expansion has slowed, and it has entered new markets in cities like Xuzhou and Dongguan this year [5] Marketing and Brand Perception - Blueglass initially gained popularity through effective marketing strategies targeting urban professionals and fitness enthusiasts, but recent price cuts suggest a need to adapt to a more price-sensitive consumer base [5][6] - The brand has faced criticism for exaggerated health claims and has been penalized for misleading advertising, which has negatively impacted its reputation [6][7] Product Quality and Consumer Trust - There are concerns regarding the efficacy of Blueglass's high-end yogurt products, with some consumers reporting adverse effects such as diarrhea, leading to skepticism about the brand's claims [7][8] - Industry experts suggest that the brand's marketing-driven approach rather than product-driven innovation has led to a decline in consumer trust [8][9] Future Outlook - Experts recommend that Blueglass focus on product quality and innovation to regain consumer confidence and market share, rather than relying solely on marketing tactics [8][9]

Core Insights - Blueglass, once known as the "Hermès of yogurt," has significantly reduced prices for several products, with the "Slim Waist" series dropping to 22.9 yuan per cup, over 50% lower than the original price of 49 yuan [1] - The price cuts reflect a necessary response to pressures from capital, regulation, industry competition, and internal operations, indicating a deep transformation in the high-end yogurt market [1] Group 1: Brand Foundation and Market Positioning - Blueglass established its high-end positioning through capital investment and targeted marketing, completing two rounds of financing between 2020 and 2021, which provided expansion funds and a "new consumption internet celebrity brand" label [2] - The brand strategically located 82.24% of its stores in core shopping malls and 10.75% in high-end office buildings, often near Starbucks and lululemon, targeting health-conscious women aged 25-35 [2] Group 2: Pricing and Marketing Strategy - Regular product prices typically range from 40 to 49 yuan, with the SVIP membership system launched in 2024 offering 4 free cups and 12 discounted cups, resulting in an effective price of around 38 yuan per cup [3] - The introduction of the "AI Doctor Customized Yogurt" in September 2025 aimed to elevate the brand's high-end narrative, claiming a 91.3% increase in butyrate levels in the gut, attracting 970,000 participants for customization [3] Group 3: Challenges Leading to Price Cuts - The price reduction is a survival strategy amid multiple challenges, including a lack of capital support and cash flow issues, with new store openings decreasing from 76 in 2023 to 59 in 2024, and further to 33 in 2025 [4] - Regulatory penalties for promotional violations and a decline in consumer willingness to pay for "health premiums" have contributed to a trust crisis, with the repurchase rate for high-priced yogurt dropping from 35% in 2023 to 22% in 2025 [5] - The experience of the "AI Customized Yogurt" did not meet consumer expectations, leading to dissatisfaction, while high rental costs and marketing expenditures strained the cost structure [5] Group 4: Industry Impact and Brand Positioning Dilemma - Blueglass's price cuts have broader implications for the yogurt industry, creating a dilemma of losing high-end positioning while struggling to attract lower-end consumers [6] - The price reduction accelerates the collapse of the high-end bubble in the yogurt market, highlighting the need for brands to focus on product value rather than relying solely on health concepts and high-end marketing [7]

Core Insights - Blueglass Yogurt, referred to as the "Hermès of yogurt," is facing negative news, including being listed as an executed party with a claim amounting to 2.2163 million yuan [1] - The brand has recently reduced prices significantly, with some products dropping over 50% from their original prices, indicating a shift in market dynamics and consumer sentiment [2][5] - The rapid growth and high-end positioning that once characterized Blueglass are now under scrutiny as the market for fresh yogurt cools down, leading to a slowdown in store openings and a reevaluation of business strategies [9][14] Company Overview - Blueglass Yogurt was initially positioned as a premium brand targeting middle-class women, leveraging functional ingredients and a luxurious store design [3] - The brand experienced significant popularity in 2023, with long queues at new store openings, but this enthusiasm has waned [5][6] - Despite a rapid expansion plan that aimed for over 1,000 stores within three years, the actual growth has slowed, with only about 60 new stores opened in 2024 [8][9] Market Dynamics - The fresh yogurt market, once a hot trend, is now facing challenges as consumer preferences shift towards more rational spending, making high-priced products less competitive [9][10] - Many brands in the fresh yogurt sector are struggling, with some reducing their store counts significantly, indicating a broader industry contraction [9][12] - New entrants with differentiated offerings are emerging, suggesting a potential shift towards a more sustainable and innovative market landscape [12][14]