2025年，爷爷不泡茶表现亮眼，先是跻身《2025胡润中国新茶饮品牌排行榜》前20，后又获尚普咨询认定为行业增速第一（按销量和门店数计算），风头正 劲。 作者/蒙嘉怡 编辑/木鱼 如果问今年跑得最快的茶饮品牌有谁，爷爷不泡茶一定在榜。 这两年也是爷爷不泡茶规模腾飞的时期。据其招商合作公众号披露，2024年全年累计新增近1800家门店，总门店数突破2000家，2025年9月，全国总门店数 已突破2400家。 品牌联合创始人于丽娜更是提出了"2025年保底4500家，冲刺5000家"的目标。按此计算，今年爷爷不泡茶至少需新开2100家店，在剩余时间里，平均每天要 开出17家。 然而，高声量、快发展的背后，是否真正实现了高效益？这一切，仍需回到真实的门店运营中去寻找答案。 出品/茶咖观察 首店高开低走，加密导致经营承压 在消费者端，爷爷不泡茶凭借营销快速建立认知，但对加盟商而言，热度能否转化为持续收益才是重点。从茶咖观察的调研数据来看，无论是率先打开市场 的首店，还是后续填补空白的加密店，均面临不同程度的经营压力。 爷爷不泡茶的区域首店通常开业表现优异，但难以持续。 以茶咖观察调研的江西某县级市门店为例，2024年 ...

Core Viewpoint - The article discusses the rapid expansion and challenges faced by the tea brand "爷爷不泡茶" (Grandpa Doesn't Brew Tea), highlighting its ambition to grow significantly in a competitive market while addressing the need for sustainable business logic in the new tea beverage industry [4][25]. Expansion Strategy - "爷爷不泡茶" aims to increase its store count from under 3,000 to a minimum of 4,500 by 2025, with a target of reaching 5,000 stores [4][12]. - The brand's expansion strategy includes targeting lower-tier markets and introducing various store formats to increase flexibility in location selection [11][12]. - The brand's current store count is reported to be over 2,500, although some data sources suggest it may be below 2,100 [11][12]. Product Development - The brand focuses on creating unique products, such as "荔枝冰酿" (Lychee Ice Brew), which has sold over 38 million cups, positioning it as a leading product in its category [14][16]. - "爷爷不泡茶" emphasizes the use of local ingredients and cultural heritage in its products, aiming to differentiate itself in a crowded market [19][22]. Market Position and Competition - The new tea beverage market is highly competitive, with established brands like "蜜雪冰城" (Mixue Bingcheng) and "喜茶" (Heytea) dominating the landscape [9][12]. - The brand's pricing strategy places it in direct competition with other mid-tier brands, making it challenging to attract franchisees due to uncertain return on investment [12][22]. Financial Performance and Growth Challenges - The brand's growth is hindered by a lack of standout products and reliance on promotional activities, which can erode profit margins for franchisees [23][25]. - Despite achieving recognition among younger consumers, the brand faces scrutiny over product quality and consistency, which could impact its long-term viability [25][26]. Industry Trends - The new tea beverage industry is experiencing a shift, with market share among the top five brands increasing from 38.5% in 2020 to 46.8% in 2023, indicating a trend towards consolidation [12][24]. - The article notes that many brands are adopting similar "national trend" themes, making it difficult for any single brand to stand out [17][19].