Core Insights - Xiangpiaopiao's "Original Leaf Instant Brew" series, which includes Original Leaf Instant Brew Milk Tea and Original Leaf Instant Brew Light Milk Tea, has achieved sales exceeding 100 million yuan within its first year of launch [1] - The initial feedback from trial sales indicates that the health-oriented instant brewing product line has significant market potential for the future [1] Company Summary - Xiangpiaopiao has successfully launched a new product line that has quickly gained traction in the market, reflecting strong consumer interest and demand [1] - The company's focus on health-oriented products aligns with current consumer trends, suggesting a strategic positioning for future growth [1]

Core Insights - The article discusses the transformation of Xiangpiaopiao, a leading brand in the bubble tea industry, in response to changing consumer preferences towards healthier and more flavorful options [1][11] - Xiangpiaopiao is launching a new product line called "Original Leaf Fresh Brew" in 2024, which aims to re-establish its presence in the market by offering fresh, affordable tea options [1][12] - The brand has appointed Chinese table tennis player Sun Yingsha as its spokesperson, aligning her image with the brand's values of health and positivity, targeting a young consumer demographic [4][6] Company Strategy - Xiangpiaopiao's transformation is driven by a clear understanding of industry pain points and its own position, focusing on a strategy of "young branding + health upgrade" [1][11] - The introduction of the "Original Leaf Fresh Brew" series marks a significant milestone in Xiangpiaopiao's transition, aiming to address consumer demands for freshness and quality [1][10] - The company has implemented a "dual-wheel drive" strategy, with the ready-to-drink segment showing growth while the traditional brewing segment seeks new growth points [7][11] Product Development - The "Original Leaf Fresh Brew" series includes products like Original Leaf Milk Tea and Original Leaf Light Milk Tea, which have been well-received since their launch on August 17, 2024 [10][12] - The development of these products involved extensive research and testing, including over 90 formula iterations and more than 1500 taste evaluations [10][12] - Xiangpiaopiao aims to solve common consumer pain points associated with street drinks, such as long delivery times and high prices, by offering a fresher and more transparent product [9][12] Marketing and Consumer Engagement - The choice of Sun Yingsha as a brand ambassador is strategic, as her image resonates with the target demographic of 18 to 35-year-olds, enhancing brand visibility and appeal [6][11] - Xiangpiaopiao plans to conduct targeted marketing campaigns in key cities, focusing on campus promotions to engage young consumers directly [6][11] - The brand's marketing strategy includes leveraging social media influencers and campus ambassadors to create buzz around the new product line [6][11] Future Outlook - Xiangpiaopiao aims to continue expanding its product matrix and exploring new consumer segments, with plans to introduce various packaging options to meet diverse consumer needs [14] - The company is committed to enhancing its research and development capabilities, with a focus on health-oriented products and innovative packaging solutions [12][14] - The brand's proactive approach to market trends positions it well to capture new opportunities in the evolving beverage landscape [13][14]