（原标题：重磅！霸王茶姬升级郑钦文为全球代言人，东方茶饮借体育精神加速 "出海"） 2025 年 10 月 9 日，霸王茶姬官方公众号的一则细微变动，引发行业关注 —— 郑钦文的品牌身份，从 "全球健康大使" 升级为 "全球品牌代言人"。看似简单的措辞调整，实则是品牌战略升级的关键信号。 霸王茶姬此次为郑钦文庆生的文案，开篇便以 "老朋友之间的情谊，自然而然地加深" 定调，将品牌与 代言人的关系从 "商业合作" 转化为 "情感伙伴"。这种表述巧妙弱化了营销属性，通过 "23 岁生日" 这 一极具个人化的节点，让品牌形象更显温暖立体 —— 不再是冷冰冰的商业主体，而是能记住 "伙伴" 重 要时刻、懂得传递心意的 "同行者"。 文案中 "感谢这一路的相伴" 的回望式表达，也呼应了双方从 2024 年 "全球健康大使" 到 2025 年 "全球 品牌代言人" 的合作历程。它没有刻意强调身份升级的商业意义，而是用 "自然而然加深" 的情谊感， 让消费者感知到二者合作的连贯性与真诚度，为后续长期绑定埋下情感伏笔。这种 "去商业化" 的情感 叙事，恰好击中当下消费者对 "真诚品牌" 的偏好，比单纯的广告宣传更易引发共鸣。 ...

记者丨易佳颖 实习生董国琪 黄诗茹 编辑丨包芳鸣 新茶饮品牌的出海版图正以前所未有的速度在全球铺开。从东南亚的街头巷尾到纽约时代广场，再到加 州苹果总部，新茶饮的门店招牌接连亮起。 近日，霸王茶姬在马来西亚迎来第200家门店，并与泰国本土巨头合资深入东南亚市场； 喜茶海外门店总数已超过100家，一年内激增六倍； 柠季的海外签约门店也达到18家，在北美、东南亚等地均有布局。一场来自东方的茶饮浪潮已清晰可 触。 然而，驶向"深水区"的背后，是远超预期的挑战。柠季创始人汪洁在四次赴美考察后坦言："虽然是隔 了十多年再去，但美国市场变化不大，整体体验仍无法和国内相比。"若想从单店试水转向规模化布 局，供应链的稳定、本土化人才的积累与组织架构的适配，每一环节都需要与当地团队反复磨合，沟通 确认。出海的复杂程度远超初期预判。 尽管挑战重重，新茶饮品牌的成绩却令人瞩目。其中，霸王茶姬的海外业务表现亮眼，海外GMV（商 品交易总额）为2.35亿元，同比大增77.4%，环比增长31.8%，海外市场已逐渐成为重要的发展引擎。 中国新茶饮品牌正以前所未有的速度和广度驶向深海。它们凭何站稳海外？又将如何重塑世界对茶的味 觉记忆？这些 ...

新茶饮品牌的出海版图正以前所未有的速度在全球铺开。 从东南亚的街头巷尾到纽约时代广 场，再到加州苹果总部，新茶饮的门店招牌接连亮起。 近日，霸王茶姬在马来西亚迎来第200家门店，并与泰国本土巨头合资深入东南亚市场； 喜茶海外门店总数已超过100家，一年内激增六倍； 柠季的海外签约门店也达到18家，在北美、东南亚等地均有布局。一场来自东方的茶饮浪 潮已清晰可触。 然而，驶向"深水区"的背后，是远超预期的挑战。 柠季创始人汪洁在四次赴美考察后坦 言："虽然是隔了十多年再去，但美国市场变化不大，整体体验仍无法和国内相比。"若想从单 店试水转向规模化布局，供应链的稳定、本土化人才的积累与组织架构的适配，每一环节都需 要与当地团队反复磨合，沟通确认。出海的复杂程度远超初期预判。 2025上半年，以加盟模式为主的五大上市茶饮品牌——蜜雪冰城、古茗、茶百道、沪上阿姨与 霸王茶姬， 合计实现营业收入315.81亿元，较去年同期增长73.11亿元，同比增幅达30.12%。 记者丨易佳颖 实习生董国琪 黄诗茹 编辑丨包芳鸣 在国内外卖市场热闹的同时，今年上半年，各新茶饮品牌也不约而同地加快了出海节奏。随着 东南亚市场布局逐步成熟 ...

Group 1 - Consumer acceptance of prepared dishes varies significantly based on dining scenarios, with over 50% acceptance in fast food chains and only 8.8% in high-end restaurants, highlighting concerns over food safety and pricing [3] - The iced tea market is experiencing a resurgence, with brands like Nongfu Spring and Yuanqi Forest entering the space, focusing on "sugar reduction" and "carbonation" innovations, and the market is projected to reach 300 billion yuan by 2024 [4] - The global food and beverage industry sees PepsiCo reclaiming the top spot with revenues exceeding 90 billion USD, driven by product innovation and AI technology, while Nestlé and JBS follow closely [5] Group 2 - The rise of "supermarket canteens" and "restaurant supermarkets" reflects a trend towards blending dining experiences, driven by consumer demand for value and fresh ingredients, although it increases operational complexity [6] - The dairy market faces challenges with liquid milk experiencing a decline, while powdered milk and cheese show growth, indicating a shift in consumer preferences towards plant-based alternatives [8] - The tea beverage industry is shifting towards fast-moving consumer goods, with brands like Mixue Ice Cream rapidly expanding, while competition intensifies in lower-tier cities [9] Group 3 - Bamboo sugar and reed root water have emerged as popular health drinks, driven by trends towards natural, low-sugar products and cultural resonance, with a projected compound annual growth rate exceeding 88% over the next five years [10] - The night economy is becoming a significant growth driver for the restaurant industry, with cities like Shanghai and Chengdu seeing nighttime consumption rates reach 60% [14] - The tea restaurant sector is undergoing transformation due to innovation challenges, with a market size expected to exceed 300 billion yuan by 2025 [15] Group 4 - The bottled beverage market is seeing a rise in "construction site drinks," favored for their affordability and large volume, despite health concerns [16] - The ice cream market is diversifying, with mini and cultural-themed ice creams gaining popularity, reflecting a shift towards health-conscious and personalized consumption [17] - The instant noodle market is projected to grow, with China accounting for 37.2% of global demand, emphasizing the need for product innovation [19] Group 5 - The launch of a new high-end sugar-free tea by Master Kong sold out rapidly, indicating strong consumer demand for premium products in the sugar-free beverage market, which is expected to reach 401.6 billion yuan in 2023 [20] - The sugar-free beverage market is evolving, with consumers seeking transparency in ingredients and health benefits, leading to increased competition among brands [21] - Subway's collaboration with Michelin-star chefs to launch a new series of sandwiches reflects a deepening localization strategy in the Chinese market [22] Group 6 - Three Squirrels has introduced a new quality standard for pine nut products, aiming to enhance industry standards and meet consumer demand for high-quality nuts [24] - Wahaha's rebranding to "Wah Xiaozong" under the leadership of Zong Fuli aims to attract younger consumers while addressing compliance issues [25] - Zhou Hei Ya's promotional campaign targeting college students highlights efforts to regain market share amid declining revenues [26] Group 7 - The beverage brand Bawang Chaji has gained international recognition by winning multiple awards at the 2025 World Beverage Innovation Awards, showcasing the potential of Chinese tea brands [28] - Pupu Supermarket's launch of an affordable meal delivery service aims to capture market share in the competitive food delivery sector [29] - Yili's new concept store emphasizes fresh, made-to-order products, reflecting a shift in consumer preferences towards quality and innovation [30]

Investment Rating - The report does not explicitly provide an investment rating for the food and beverage industry Core Insights - The food and beverage industry is experiencing significant trends, including the rise of ready-to-eat meals, the popularity of low-sugar and sparkling beverages, and the emergence of health-focused drinks like bamboo sugar and reed root water [1][2][7] Industry Trends - Consumer acceptance of ready-to-eat meals varies significantly by dining context, with over 50% acceptance in fast food chains and only 8.8% in high-end restaurants [2] - The iced tea market is booming, with brands like Nongfu Spring and Yuanqi Forest entering the space, focusing on sugar reduction and carbonation innovations. The market is expected to grow from 300 billion yuan in 2024 to 350 billion yuan in 2025 [2] - The global top 100 food and beverage companies list for 2025 sees PepsiCo reclaiming the top spot with revenues exceeding $90 billion, driven by product innovation and AI technology [4] - The integration of supermarkets and restaurants is on the rise, with new business models emerging that combine high cost-performance and fresh ingredients [4] - The dairy market in China faces challenges, particularly in liquid milk, while powdered milk and cheese are experiencing growth [5] - The tea beverage industry is shifting towards fast-moving consumer goods, with brands focusing on efficiency and cost reduction [6] - Bamboo sugar and reed root water have become popular health drinks, reflecting the potential of traditional Chinese health beverages [7] - The night economy is becoming a significant growth point for the restaurant industry, with night-time consumption in cities like Shanghai and Chengdu reaching 60% [10] Brand Dynamics - Brands like Kang Shifu are launching successful sugar-free tea products, indicating a shift towards premium and health-oriented offerings in the beverage market [14] - The introduction of new products by brands like Subway, which incorporates local flavors into their offerings, highlights the trend of localization in the food industry [15] - The collaboration between Three Squirrels and JD to establish quality standards for nuts aims to elevate industry standards and meet consumer demand for high-quality products [16] - Wahaha's rebranding to "Wah Xiaozong" under the leadership of Zong Fuli aims to attract younger consumers while addressing compliance issues [17] - Zhou Hei Ya's promotional activities targeting college students reflect efforts to engage younger demographics amid declining sales [20]

Core Insights - The article discusses the evolution of the new tea beverage industry over the past decade, highlighting significant product innovations and trends that have shaped consumer preferences [2][3]. Industry Evolution - The new tea beverage industry has experienced a "golden decade" from 2015 to 2025, marked by the emergence of "super milk teas" and innovative product offerings [2][4]. - Key products that defined this period include cheese milk cap tea, fresh fruit tea, and various unique flavors that have captured market attention [4][6]. Major Trends and Innovations - 2016 saw the rise of cheese milk cap tea, with brands like Heytea and Naixue introducing fresh fruit tea combinations, which became a hallmark of the new tea beverage era [4][6]. - The introduction of brown sugar drinks in 2017, such as the "dirty tea" from brands like Dujiaoxiang, created a new market segment and led to widespread popularity [8][10]. - By 2018, the market witnessed a surge in niche products, with brands like Shuyi and Hushang Ayi focusing on unique ingredients like grass jelly and red bean milk tea, leading to rapid expansion [14][16]. Product Highlights - Notable products from 2019 to 2020 included the introduction of creamy toppings and the "eight-treasure porridge" style drinks, which redefined consumer expectations for beverage complexity [19][21]. - The trend of using lesser-known fruits in beverages gained traction in 2021, with products like oil citrus and yellow skin fruit becoming popular, showcasing a shift towards unique flavor profiles [21][24]. - The introduction of health-focused beverages in 2023, such as light milk tea and avocado yogurt smoothies, reflects changing consumer preferences towards healthier options [29][31]. Future Outlook - By 2025, the industry is expected to continue evolving towards richer flavors and healthier options, with products like mint milk green tea and Thai salted yogurt gaining popularity [33][35]. - The article emphasizes that despite market saturation, true product innovation and quality will drive the industry's future growth, highlighting the importance of continuous improvement in ingredients and flavor profiles [35].

Group 1 - The core viewpoint of the article highlights the decline of the company Bawang Chaji, which was once a popular brand in the new tea beverage industry, now facing challenges after its recent financial report for Q2 2025 [1] - Bawang Chaji was previously known as the "queue king" in shopping malls, with its product "Boyar Jue Xuan" being highly sought after, and it was often referred to as the "Eastern Starbucks" [1] - The company's valuation had been rising significantly, but the latest financial results have led to a stark contrast, indicating a downturn in its market performance [1]

Core Viewpoint - Bawang Chaji's stock price has experienced significant volatility, with its market value dropping from $59.54 billion at IPO to $31.88 billion, nearly halving since its listing [1] Group 1: Store Expansion and Market Saturation - Bawang Chaji plans to open 10,087 stores from 2022 to 2024, with 7,038 stores already established by mid-2023, surpassing competitors like Heytea and Nayuki [1] - The rapid increase in store density is leading to declining single-store revenue, particularly affecting Bawang Chaji, which focuses on larger store formats [1][2] - Franchisees report significant drops in sales, with some experiencing a 30% decline in online performance due to increased competition in their vicinity [2][3] Group 2: Financial Performance - Bawang Chaji's revenue for the first half of the year was $67.25 billion, a year-on-year increase of 21.61%, but net profit fell by 38.22% to $7.55 billion [1][4] - The company reported a staggering 87.72% decline in net profit for the second quarter, indicating a broader trend of decreasing profitability [1][4] Group 3: Competitive Landscape - Bawang Chaji is facing intense competition in the tea beverage market, with rivals like Mixue Ice City and Gu Ming showing significant revenue growth rates of 39.3% and 41.2% respectively, while Bawang Chaji's growth has slowed [4] - The brand's strategy of not engaging in price wars contrasts with competitors who have adopted aggressive discounting tactics, impacting its market position [4][5] Group 4: Product Strategy and Innovation - Bawang Chaji follows a "big single product" strategy, with its flagship product, "Boya Juexian," accounting for over 50% of its revenue, but it has introduced fewer new products compared to competitors [5][6] - The company has faced challenges with product availability, as franchisees can choose to remove underperforming items, leading to inconsistencies in product offerings [6] Group 5: Marketing and Brand Positioning - Bawang Chaji has significantly increased its marketing expenditures, with sales and marketing costs rising from $7.36 million in 2022 to $385 million in 2025, reflecting a focus on brand enhancement [9] - The brand has attempted to diversify its offerings by venturing into retail and apparel, although these initiatives have faced challenges and some products have been removed from sale [10][11] Group 6: Future Growth and Challenges - Bawang Chaji is exploring new growth avenues, including launching new store formats and expanding into overseas markets, but faces complexities in scaling its international presence [10][12] - The company is at a critical juncture, needing to innovate and adapt to maintain its competitive edge in a saturated market [12]

Group 1 - The core viewpoint of the articles highlights the significant growth in the new tea beverage industry, with tea consumption expected to reach approximately 300,000 tons in 2024, a 50% increase from 200,000 tons in 2022 [1] - Original leaf tea has become a standard in the ready-to-drink beverage market, leading to the emergence of new products that enhance tea base upgrades and influence market trends [3][5] - Major brands in the market have developed their own unique tea base IPs, indicating a trend towards brand differentiation and innovation in product offerings [5] Group 2 - The development of high-aroma tea bases has prompted suppliers to offer customized services, resulting in a diverse range of products and new ideas in tea research and development [9] - Various innovative products have been launched, such as the Earl Grey tea with unique citrus aroma and the peach-flavored jasmine tea, showcasing the creativity in blending traditional and modern flavors [13] - The integration of traditional tea culture into contemporary lifestyles is accelerating, particularly through the promotion of geographical indication products and intangible cultural heritage items [20][21] Group 3 - The HOTELEX series of exhibitions serves as a comprehensive platform for the tea beverage industry, featuring a wide range of products and services, including traditional tea, new tea beverages, and related cultural elements [22][34] - The upcoming 2025 HOTELEX Shenzhen exhibition is set to attract over 150,000 professional visitors and will feature more than 2,500 exhibitors, highlighting the industry's growth and the importance of networking and trend exploration [36]

Core Insights - The 2025 World Beverage Innovation Awards recognized the Chinese brand Bawang Chaji, with its product "Boyan Juexian" winning the Best Natural/Organic Beverage award and receiving honors in the Best Processing/Production Innovation category [1][2] - The awards, hosted by FoodBev Media, highlight brands that reshape the beverage industry through creativity, sustainability, and consumer appeal, with participation from brands across 25 countries [1] - Bawang Chaji's "Boyan Juexian" has sold 1.25 billion cups from January 1, 2022, to June 30, 2025, indicating strong market performance both domestically and internationally [1] Group 1 - Bawang Chaji is the only Chinese brand to win awards at the 2025 World Beverage Innovation Awards, drawing significant attention from international media [1] - The product "Boyan Juexian" features a tea base of jasmine snow bud combined with fresh milk, delivering a natural jasmine aroma [1] - The brand's extraction technology, inspired by coffee extraction, has been recognized for enhancing tea flavors and is the first to apply "modern extraction" techniques on a large scale in ready-to-drink tea [2] Group 2 - Bawang Chaji's beverage system and packaging were also nominated for Best Beverage System and Best Packaging/Label Innovation awards, showcasing the brand's commitment to innovation [3] - Dan Bunt, the market director of FoodBev Media, noted that the winners of the 2025 awards have elevated innovation to new heights, demonstrating foresight in sustainability and health trends [3]