Core Viewpoint - The article discusses the rising trend of "thick milk tea" in the beverage industry, highlighting the success of new products like "Salty Cheese Thai Milk Ice" and "Salty Cheese Rice Milk Tea" that cater to consumer preferences for rich flavors and unique ingredients [5][8][10]. Group 1: Product Innovation - The "Five Black Revitalizing Slow Nourishing Bottle" from Hushang Auntie has gained popularity, being referred to as the "energy drink for workers" due to its rich flavor and unique blend of ingredients [10][15]. - This product combines five black ingredients with a Da Hong Pao tea base, creating a drink that appeals to the taste preferences of Chinese consumers [13][19]. - Hushang Auntie has successfully launched multiple popular products under the "thick milk tea" trend, leveraging its expertise in grain-based beverages developed over 12 years [15][20][23]. Group 2: Market Trends - The beverage market is witnessing a shift towards "rice" as a key ingredient, with products like the "Five Black Revitalizing Slow Nourishing Bottle" capitalizing on this trend [19][27]. - The article notes that the demand for rich flavors in tea drinks is increasing, with consumers seeking products that offer a unique taste experience [16][17]. Group 3: Brand Strategy - Hushang Auntie has built a strong brand identity around grain-based drinks, which has allowed it to innovate successfully within the "thick milk tea" category [20][23]. - The company promotes a health-conscious lifestyle through its "Five Color Slow Nourishing Plan," which emphasizes a balanced and relaxed approach to consumption [31][41]. - The choice of brand ambassador, Zhu Zhu, aligns with the product's characteristics and the brand's narrative, enhancing its appeal to consumers [32][34]. Group 4: Future Outlook - Hushang Auntie plans to expand its product line with new offerings like the "Five Red Vitality Slow Nourishing Bottle" and "Five White Beauty Slow Nourishing Bottle," indicating a strategic move to establish a comprehensive "five-color" product range [39]. - The article suggests that the tea beverage industry is evolving beyond flavor innovation to encompass lifestyle aspirations and consumer well-being [40][41].

Core Insights - The tea beverage industry is experiencing a clear trend towards "richness" in product offerings for the autumn and winter seasons, with major brands launching new "rich" products [1][2][11] Product Innovations - Leading brands like Heytea and Shàngshàng Āyí are introducing new products that emphasize a rich flavor profile, utilizing ingredients such as cheese, butter, and yogurt to enhance the creamy taste [3][5] - The introduction of rich tea bases, such as matcha and Thai tea, is becoming increasingly popular, with brands like Heytea and Starbucks incorporating these flavors into their offerings [7][9] Consumer Preferences - The shift towards richer flavors reflects a change in consumer preferences, moving away from the previously dominant refreshing beverages to more satisfying and indulgent options [13][25] - The current trend emphasizes a balance of flavors, incorporating salty elements to avoid excessive sweetness and enhance the overall taste experience [14][16] Market Trends - The popularity of grain-based beverages, such as corn and rice drinks, is rising, as they provide a natural richness that aligns with consumer desires for satisfying yet not overly sweet options [22][24] - The "richness" trend is also creating opportunities for classic beverages to be reimagined, with brands focusing on high-value, regionally distinct ingredients to enhance product appeal [25] Future Outlook - The industry is expected to continue innovating around the themes of "rich dairy products + health-conscious ingredients + original tea bases + herbal elements," catering to evolving consumer tastes while maintaining a focus on richness [25]