以下文章来源于餐饮O2O ，作者专注餐饮业创新的 餐饮O2O . 餐饮O2O是中国专注餐饮产业链新媒体，每天分享餐饮产业上下游新鲜资讯+干货案例，以媒体为入 口，为餐饮业提供咨询培训、投融资、供应链、开店选址、创业加盟等行业深度服务。 最近走进奶茶店，菜单好像有点 " 似曾相识 " ？前两年还在比拼谁家水果更小众、名字更猎奇，油柑、 黄皮轮番上阵。 但不知道从什么时候开始，那些熟悉的 " 老味道 " 悄悄杀回来了 —— 黑糖珍珠、霸气杨梅、烧仙草 …… 竟然又成了点单热门。 如果你也感觉到了，那你已经触摸到了 2025 年茶饮行业最明显的一次 " 集体转身 " 。当狂奔式的创新 渐渐疲软，头部品牌们不约而同地做了一件看起来有点 " 复古 " 的事： 而我们作为消费者，为什么又会心甘情愿地为这份"熟悉的新鲜感"买单？ 01 2025年， 茶饮品牌卷不动新奇特， 开始卷 " 老味道 " 近年来，几乎所有餐饮品牌在新品竞争上，卷的都是颠覆和猎奇。小众水果如油柑、黄皮等轮番登场。 然而，进入 2025 年，随着品类红利消退，狂飙突进式的创新难以持续规模化，头部品牌不约而同地放慢 了追逐下一个 " 超级单品 " 的脚步 ...

以下文章来源于深氪新消费 ，作者视频组 深氪新消费 . 深氪新消费成立于2016年，聚焦新经济，关注新消费、新零售等领域的商业进化。 深氪新消费的朋友们，好消息来了，为了满足大家多元化的需求， 「深氪新消费 」 的视频内容 我们会同步 在公众号上发布，还是熟悉的配方及味道，还是犀利但有温度的内容，还是足够多的增量信息，还有你在公众 号上可能看不到的独家重磅。快去视频号搜索「 深氪新消费 」，关注我们， 深挖消费密码，氪定财富乾坤， 欢迎收听深氪新消费。 以下是本期视频脚本： 在奶茶行业，敢跟蜜雪冰城正面硬刚的品牌，估计数不出几个。 但还真就有这么一个奶茶品牌，一二线城市基本没见过，但却在三四线城市遍地开花，靠着 "高仿"打天下。 这个品牌就是安徽的 "甜啦啦"，不仅开了8 0 0 0多家店，且高达八成都在县城跟乡镇，其他茶 饮品牌都是在大城市先站稳脚跟后，再逐渐下沉，但甜啦啦却是反其道而行之，只在低线城市 扎根。 毕竟国内 三线以下城市人口大约有 1 0亿人，占总人口的7 0% 。 而且在茶饮行业，同行们普遍害怕 "雪王"开到自己旁边分流生意的时候，甜啦啦却主动把门店 开到雪王旁边，主打一个"贴身跟随"。 而 ...

Core Insights - The new tea drink brand TIANLALA has upgraded its product offerings by collaborating with intangible cultural heritage masters Wei Baojun and Jiang Tianxiang to enhance the quality of its tea bases [1] Product Development - TIANLALA has launched two upgraded products: "One Bucket Family Blessing" and "One Bucket Fruit Tea," utilizing new tea bases "Qingyun Oolong" and "Gaoshan Jin Hong" [1] - The new products have achieved impressive sales, with over 1.3 million cups sold nationwide within seven days of launch, representing a growth of over 30% compared to the previous week [1]

Core Insights - The new tea beverage industry is experiencing a decline in co-branding marketing, with brands shifting focus back to product quality and development [1][9] - Sweet Lala has upgraded its popular products "One Barrel Fruit Tea" and "One Barrel Family" by enhancing the tea base with guidance from intangible cultural heritage tea masters, aiming for a higher quality and cultural integration [3][4][6][17] Industry Trends - The new tea beverage sector is entering a new competitive phase, emphasizing product quality over marketing gimmicks [1][9] - The industry has evolved from using instant tea powders to premium tea leaves, with a current trend towards integrating traditional tea-making techniques and cultural heritage [13] Company Developments - Sweet Lala's tea base upgrade is a strategic move to meet the expectations of young consumers for quality products, showcasing the brand's commitment to quality and innovation [9][12] - The brand has established a robust supply chain, ensuring high-quality raw materials and cold chain logistics, achieving nearly 100% nationwide cold chain coverage [12][13] Product Innovations - Sweet Lala's recent product upgrades include the "One Barrel Fruit Tea" and "One Barrel Family," which now feature "Qingyun Oolong" and "High Mountain Jin Hong" tea bases, respectively, enhancing flavor and quality [6][7][9] - The brand has successfully launched other popular products like "Fresh Jasmine Milk Tea," which sold 1.2 million cups within three days of its release [10][12] Cultural Integration - Sweet Lala's collaboration with intangible cultural heritage tea masters aims to blend traditional tea culture with modern consumer preferences, enhancing the overall tea experience [4][17] - The brand's focus on cultural storytelling and emotional resonance in its products reflects a deeper connection with consumers, moving beyond mere profit [17]

Core Insights - The 65th China Franchise Exhibition (CCFA) was held in Shanghai from August 8 to 10, showcasing the strength and forward vision of the brand TIANLALA through its participation and important speech on "The Path of Extreme Quality-Price Ratio Expansion and Balance with Over 8000 Stores" [1][4] Group 1: Industry Trends and Insights - TIANLALA participated in the "Franchise New Trends Forum," discussing new growth trends and future opportunities in the ready-to-drink beverage industry alongside major guests from tea, coffee, and dairy sectors [2] - The brand emphasized its core driving force for the healthy development of over 8000 signed stores, focusing on product strength as the engine for growth, with popular products like "Fruit Tea" and "Fresh Milk Tea" consistently topping sales charts [2][4] - Marketing strategies, including collaborations with popular IPs and product endorsements, have effectively enhanced brand visibility and market momentum [2] Group 2: Strategic Initiatives and Future Outlook - TIANLALA has established a standardized and refined service system for franchise partners, ensuring efficient store operations and creating a solid competitive moat [2] - The brand is actively expanding its global footprint, having signed over 200 overseas stores, indicating a pursuit of broader growth opportunities [2] - TIANLALA's inclusion in the "2024 Commercial Franchise TOP 300" highlights its industry position and serves as a practical model for the standardized and professional development of the franchise sector [4] - The company aims to deepen its strategic layout in product innovation, marketing empowerment, service optimization, and global expansion, maintaining "low price, high value" as its core competitive advantage [4]

Group 1: Sales Performance - Multiple tea and coffee brands reported exceeding sales expectations during the "first cup of autumn" event on August 8, with Luckin Coffee selling over 20 million cups on that day [1] - Luckin Coffee's new products and collaborations have garnered significant attention, with the "Yuhui Light Body Fruit and Vegetable Tea" selling over 11.2 million cups within two weeks of its launch [1] - Bawang Tea Ji reported a 200% month-on-month increase and a 28% year-on-year increase in sales for the "first cup of autumn" event [1][2] Group 2: New Product Launches - Hou Shang A Yi launched the "Rich Osmanthus Rice Mochi Milk Tea," which sold nearly 550,000 cups within two days of its release [2] - Tian La La's external sales reached over 20 million yuan, marking a historical peak, with a 500% increase in daily sales [2] Group 3: Market Expansion and Financial Performance - KFC's coffee brand, Kenuo Coffee, aims to expand to 1,700 stores by 2025, up from a previous target of 1,500 stores [4][5] - Yum China reported a 4% year-on-year increase in total revenue to $2.8 billion for Q2, with operating profit reaching a record high of $304 million [5] Group 4: Incident Report - A tragic incident involving a delivery truck from Kudi Coffee resulted in two fatalities, prompting responses from both Kudi Coffee and Tea Yan Yue Se regarding the ongoing investigation [6]

Core Insights - The article highlights the launch of new products "Watermelon Cool Bucket" and "Green Plum Cool Bucket" by the tea brand Tienlala, aiming to enhance brand presence and target the young consumer market through collaboration with popular idol Zhou Keyu [1][5][8] - Tienlala's strategy focuses on high-quality, affordable products, with the new fruit bucket priced at 9.9 yuan, continuing its value-driven pricing approach [8][12] - The brand's collaboration with Zhou Keyu marks its first use of a celebrity spokesperson, leveraging his popularity to engage with the Z generation and enhance customer interaction [3][5][15] Product Launch and Marketing Strategy - The new "Watermelon Cool Bucket" follows the brand's strategy of combining fresh fruit with classic tea bases, contributing to a diverse product matrix [1][12] - Within seven days of launch, the new products sold over 1 million cups, indicating strong market reception [1] - Tienlala's marketing efforts included a pre-launch challenge on social media, successfully generating buzz and anticipation among fans [4][8] Brand Positioning and Consumer Engagement - Tienlala aims to redefine perceptions of low-cost tea drinks by associating its brand with Zhou Keyu's "sunny and refreshing" image, appealing to younger consumers [5][8] - The brand's focus on the fruit bucket product line has established it as a key identifier in the new tea drink market, enhancing brand loyalty despite the industry's generally low consumer loyalty [7][11] - The collaboration with Zhou Keyu has also led to the introduction of limited-edition merchandise, further increasing consumer engagement and brand interaction [5][8] Supply Chain and Operational Efficiency - Tienlala has built a robust supply chain to ensure low-cost sourcing of ingredients, which supports its pricing strategy [12][13] - The company has established a digital and intelligent supply chain system to quickly respond to the needs of franchisees across the country, with 29 distribution centers established nationwide [13][15] - The brand's commitment to quality is reflected in its stringent supplier selection and management processes, ensuring high-quality ingredients for its products [12][13] Market Growth and Future Outlook - The Chinese ready-to-drink beverage market has seen rapid growth, with a market size increase from 187.8 billion yuan in 2018 to 517.5 billion yuan in 2023, and is projected to reach 1,163.4 billion yuan by 2028 [11] - Tienlala's focus on the lower-tier market positions it well to capitalize on this growth trend, as it continues to innovate and expand its product offerings [11][15]