编辑｜王秀清 这轮加码烘焙业务的茶饮品牌，主要分为两种模式。 文｜红餐网 卢子言 产品创新乏力、价格低到不能再低后，茶饮品牌集体卖起了烘焙。 为了快速开店，过去几年茶饮品牌纷纷砍掉烘焙业务，把开店门槛一降再降。如今烘焙再次成为茶饮品牌的座上宾，是"熹贵妃回宫"，还是又一阵"短平 快"的风？ 01.从店中店到主题店，茶饮品牌又开始扎堆卖烘焙了 一是谨慎试水，通过"店中店"的形式进行品类补充。 比如，手打柠檬茶品牌林里LINLEE在其首家3.0升级形象店中试点推出了"林里点心铺"。 目前该店产品线较精简，仅有脆脆花边蛋挞、爆汁肠仔酥、草莓慕斯大福以及两种尺寸的林里鸭慕斯蛋糕共5款产品，价格在4.8元-16.8元之间。据红餐网 观察，门店现场不少顾客表示出愿意尝鲜的兴趣。 2025年7月，茶颜悦色同样以店中店的模式推出新中式烘焙坊"茶颜饼坊"。其产品种类较为为丰富，涵盖西式面包、蛋挞、可颂、中式酥饼、其他面点等 超20个SKU，主打高性价比，产品价格主要集中在3-5元，最贵的欧芹沙拉牛肉面包也不超过10元。 茶颜悦色小程序显示，如今茶颜饼坊已开出8家门店，在社交平台上收获了不少好评。 2024年，霸王茶姬曾在部分门 ...

Core Viewpoint - The launch of the bakery sub-brand "Cha Yan Bing Fang" by Cha Yan Yue Se aims to expand its business boundaries and enhance its market presence beyond its traditional tea offerings [2][4][30]. Group 1: Product Launch and Initial Reception - "Cha Yan Bing Fang" opened its first location in Changsha, where multiple products sold out on the opening day, indicating strong consumer demand [2][8]. - The bakery offers a range of freshly baked items, including basic bread, croissants, pineapple buns, egg tarts, and Chinese pastries, with prices set between 3.3 yuan and 9.9 yuan, significantly lower than competitors like Nayuki and Lele Tea [9][10]. Group 2: Market Context and Competitive Landscape - The integration of tea and bakery products is not new in the industry, with brands like Nayuki and Lele Tea previously attempting similar strategies [12][28]. - Nayuki's tea and soft European bread model was initially successful but faced challenges leading to adjustments in their bakery offerings, including a shift to centralized kitchen products [19][20]. - Lele Tea experienced rapid growth with its bakery products but ultimately faced financial difficulties, leading to its exit from the South China market [25][26]. Group 3: Strategic Considerations for Expansion - The cautious expansion into the bakery segment is seen as a strategic move for Cha Yan Yue Se, leveraging its strong local brand recognition and consumer loyalty in Changsha [31][34]. - The company has previously attempted to expand into other cities but faced challenges, leading to a slowdown in its external growth strategy [39][40]. - The average survival rate for bakery stores is low, with 57.7% closing within two years, indicating that Cha Yan Yue Se will need to navigate significant operational and supply chain challenges in this new venture [41][42].