以下文章来源于咖门 ，作者国君 咖门 . 聚焦茶饮、咖啡行业，关注饮品新风潮 无论什么样的市场，永远有赚钱的品牌。 当第一批跟风的糖水铺开始关店时，深圳崛起了一家平民糖水铺：主打便宜大碗， "每天排队 1000+ 桌"，当地人吃一次也得排队 5 小时起，有人连续去 2 天也没吃上。 这个行业人没怎么听过的"水牛奶皇后"，到底有什么新玩法？ 每天排队 1000+ 桌 深圳 "顶流糖水铺"到底有多火？ "深圳有几万人在吃水牛奶皇后吧？" 最近，社交平台一条糖水笔记吸引了我的关注，博主晒出一张 "排号 1052 ，前面还需等待 249 桌"的截图。 我到下单平台一看，工作日下午 5 点，罗湖区南山店已经排队 865 桌，而且数字还在不断攀升。 从菜单看，这家店以双皮奶、绵绵冰、炸物小吃为主，似乎没什么特别之处。 但实际上，它已成深圳糖水店顶流，目前有 4 家门店，每家门店开业即爆满，多店登上大众点评热门榜单 top1 。 有行业人士专程探店， "连着两天，每天都排队1000+桌，太狠了。" 深圳的朋友告诉我，他们全公司都在吃这个品牌的下午茶，点了几百份。 关于这家店的小红书笔记，多是吐槽排队难， "当地人也要排 5 ...

Core Viewpoint - Haidilao is entering the dessert market with its first "sugar water shop" in Shanghai, adopting a "store within a store" model to enhance customer experience and diversify its offerings [1][5]. Group 1: Haidilao's Sugar Water Shop - The first "sugar water shop" is located in Shanghai's Hongqiao Nan Feng City, covering an area of approximately 72 square meters, and features a dedicated dining area for an immersive experience [5]. - The shop offers 13 types of fresh sugar water products, with prices ranging from 9.9 to 20 yuan, making it more affordable compared to competitors [5][6]. - The menu includes not only sugar water but also handmade tea and desserts, totaling over 20 unique items, catering to various consumer needs [5][6]. Group 2: Market Competition - The sugar water market is highly competitive, with established brands like Zhao Ji Chuan Cheng and Man Ji Dessert expanding aggressively, while new brands like Mai Ji Milk Company are rapidly gaining market share [9][12]. - Established brands are innovating and expanding their product lines, while new entrants are adopting flexible business models to capture market opportunities [12][14]. - Cross-industry players, including tea brands, are also entering the sugar water market, adding to the competitive landscape [15][19]. Group 3: Challenges Ahead - The sugar water market faces challenges such as low consumer frequency compared to other beverages, seasonal demand fluctuations, and product homogeneity [20][23]. - Haidilao's sugar water shop must navigate these challenges to achieve profitability and differentiate itself in a crowded market [20][24]. - The ongoing influx of new competitors may lead to customer traffic dilution, making it essential for Haidilao to establish a strong brand presence [24][25].

Core Insights - Zhao Ji Chuan Cheng has successfully expanded from a local brand in Jiangmen to a national leader in the dessert market, with 650 stores across China, breaking the stereotype that dessert products do not thrive outside Guangdong [5][21] - The brand's signature product, hand-poured ginger milk pudding, has gained immense popularity, with sales exceeding 15 million bowls in 2024, showcasing a blend of traditional craftsmanship and modern consumer preferences [10][21] Group 1: Brand Development - Zhao Ji Chuan Cheng's story is rooted in a family tradition of dessert-making, with five generations passing down the unique technique of hand-poured ginger milk pudding, which has been recognized as an intangible cultural heritage [7][9] - The brand's rapid growth attracted significant investment, including angel funding from notable investors, which has fueled its national expansion [9] Group 2: Product Innovation - The brand has innovated traditional desserts to meet modern health trends, reducing sugar content in its double-skin milk by 30% while maintaining high-quality ingredients sourced from specific regions [12] - Zhao Ji Chuan Cheng has introduced a "sweet + savory" product structure, with desserts making up 65%-70% of offerings and snacks constituting 30%-35%, catering to various dining occasions [12] Group 3: Market Strategy - The brand has effectively broken the "not leaving Guangdong" myth by implementing differentiated strategies tailored to regional markets, such as offering hot drinks in northern regions during winter [13][24] - Zhao Ji Chuan Cheng targets high-end shopping districts and family-oriented neighborhoods, optimizing store sizes to balance cost and customer engagement [13][15] Group 4: Financial Performance - The dessert category boasts strong profitability, with gross margins exceeding 65%, and Zhao Ji Chuan Cheng's flagship stores achieving monthly revenues of over 1 million yuan in Shenzhen and 500,000 yuan in other key cities [16][17] Group 5: Industry Trends - The dessert market is experiencing significant growth, with projections indicating that the number of dessert stores in China will reach nearly 200,000 by 2025, driven by changing consumer preferences towards personalized and health-oriented products [19][21] - The rise of dessert consumption aligns with a broader trend of health consciousness among younger consumers, who are increasingly drawn to the "light health" attributes of ingredients like peach gum and silver ear [19] Group 6: Future Outlook - Zhao Ji Chuan Cheng aims to expand its footprint into more cities and explore international markets, with plans to deepen the integration of traditional Chinese dessert culture with modern consumer experiences [25] - The brand emphasizes the importance of a healthy competitive landscape in the dessert category, advocating for the growth of multiple brands rather than a single dominant player [25]

Core Viewpoint - The new Chinese-style dessert market is experiencing rapid expansion, particularly in the East China region, with many brands opening hundreds of stores within a year, indicating a significant growth trend in this sector [4][5][6]. Expansion of New Chinese-style Dessert Brands - Several new Chinese-style dessert brands have opened over 300 stores in the past year, with a notable concentration in East China. For instance, 麦记牛奶公司 has over 400 stores, with nearly 350 opened in the last year, marking a growth rate exceeding 700% [5]. - 糖叙手作糖水铺 has also expanded rapidly, surpassing 100 stores, with nearly 70% opened this year. Brands from Guangdong are increasingly targeting the Jiangsu-Zhejiang-Shanghai market [5][6]. - Established brands like 赵记传承 are accelerating their expansion in East China, adding nearly 100 new stores in the past year [6]. Market Trends and Consumer Behavior - The popularity of dessert shops is rising, with significant engagement on social media platforms regarding "dessert training" and "dessert franchising," indicating a growing interest in this business model [7]. - The average price of desserts has increased to around 20 yuan, with many brands focusing on enhancing product presentation and visual appeal to attract consumers [8][16]. Changes in Store Strategy and Product Offering - New dessert brands are shifting from street-side locations to shopping centers, which offer higher foot traffic and visibility. This strategic change is evident in the locations of new stores for brands like 麦记牛奶公司 and 赵记传承 [8][10][11]. - The store designs emphasize a modern aesthetic, incorporating elements that enhance the dining experience, such as greenery and warm lighting, while also focusing on the quality of ingredients used [12][15]. - The product offerings have diversified, with many brands introducing fusion items alongside traditional desserts, catering to evolving consumer preferences [16][18]. Economic Viability and Investment Potential - The dessert category shows strong profitability potential, with gross margins typically exceeding 65%. Some stores report monthly revenues of up to 160,000 yuan, with net profits exceeding 50,000 yuan [22]. - The investment required for opening a dessert shop is significant, often exceeding 500,000 yuan, but the low technical barriers make the market attractive for new entrants [25]. Regional Market Dynamics - East China is seen as a critical market for dessert brands due to its strong consumer spending power, with per capita disposable incomes in Shanghai, Zhejiang, and Jiangsu exceeding 50,000 yuan [21]. - The local preference for sweet flavors provides a favorable environment for dessert brands, contrasting with the competitive landscape in Guangdong, where established brands dominate [21]. Challenges in Expansion - Despite the growth potential, dessert brands face challenges in expanding beyond their initial regions, including high initial investment costs and seasonal demand fluctuations, particularly in winter [24][26].

Core Viewpoint - The dessert shop industry, particularly new-style sugar water shops, is experiencing a resurgence after years of stagnation, driven by innovative products and changing consumer preferences [7][24]. Group 1: Industry Trends - The new-style sugar water brand, 麦记牛奶公司, has opened over 60 stores since its establishment in 2021 and plans to expand to around 500 stores this year [8]. - RUXU 入续鸳鸯糖水铺 aims to open 20-30 new stores, focusing on the Guangdong region [10]. - The dessert market is growing, with over 200,000 dessert-related enterprises in China as of April 2025, a 21% increase since 2021 [22]. Group 2: Market Dynamics - Sugar water has evolved from being a standalone dessert to a complementary product in tea and hot pot restaurants, which has helped reintroduce it to consumers [26][27]. - The saturation of the tea and hot pot markets has created an opportunity for sugar water shops to regain market share [29]. - The rise of health-conscious consumers, particularly among the Z generation, has led to increased demand for health-oriented dessert options [34][36]. Group 3: Consumer Preferences - New sugar water brands are targeting health-conscious consumers by introducing "health desserts" that incorporate traditional health ingredients [35][40]. - The concept of "food therapy" is gaining traction, with brands integrating medicinal ingredients into their dessert offerings [36][40]. Group 4: Business Model and Challenges - Many new-style sugar water brands adopt a "third space" model, creating social environments in their stores, which appeals to younger consumers [43][45]. - The focus on aesthetic and experiential elements in store design increases operational costs, particularly in high-rent areas [47][48]. - The complexity of sugar water production compared to tea makes it challenging to achieve high standardization and rapid innovation [49][50].