2026 年 01 月 24 日 连锁茶饮行业研究 买入（首次评级） 行业深度研究 证券研究报告 商贸零售组 分析师：于健（执业 S1130525070012 ） yu_j＠gjzq.com.cn 分析师：谷亦清（执业 S1130525080002 ） guyiqing＠gjzq.com.cn 市场扩容持续，供应链铸就头部壁垒 投资逻辑： 消费频次提升带动市场规模增长，行业步入成长期中后段。现制饮品场景拓宽，叠加对软饮结构性替代，带动消费频 次提升。按照"市场规模=目标人群数量×人均年消费频次×平均杯单价"测算我国现制饮品市场规模，伴随消费频 次持续提升，我国现制饮品市场规模有望持续增长。根据中商产业研究院数据，2023 年我国人均现制饮品消费频次 22 杯，2018-2023 年 CAGR 为 22.4%。我们预估 2024-2026 年人均现制饮品消费频次维持 22.4%CAGR 增长，测算得出我 国 2026 年现制饮品市场规模同比增长有望达 22%+。当前，行业门店数增速放缓，品牌数量呈现下降趋势，行业集中 度提升，步入成长期中后段。 供应链与产品力重塑竞争格局，头部品牌优势巩固。头部品牌凭借供应链与 ...

Core Viewpoint - Great Wall Motors' premium brand, Wey, is set to welcome its ninth CEO, indicating ongoing leadership instability and strategic challenges within the company [2][3][10] Leadership Changes - The current CEO, Feng Fuzhi, is on leave and will be replaced by Zhao Yongpo, the general manager of the Haval brand, marking a significant leadership transition since Wey's establishment in 2016 [3][4] - Zhao Yongpo has over 20 years of experience within Great Wall Motors and is expected to leverage his technical background to enhance Wey's market competitiveness [5][4] Sales Performance - Wey's sales have seen a significant increase, with a total of 89,000 units sold in the first 11 months of 2023, representing a 93% year-on-year growth, making it the fastest-growing brand within the Great Wall portfolio [4] - Despite this growth, Wey's overall sales performance has been inconsistent, with a total of 41,600 units sold in 2023, reflecting only a 14.35% increase compared to the previous year [8][9] Strategic Challenges - The frequent changes in leadership have led to a lack of strategic continuity, with previous CEOs implementing differing strategies that have hindered brand development [6][7] - Wey has struggled to establish a clear brand identity in the competitive market, resulting in a cycle of leadership changes and strategic adjustments without significant improvement in sales [7][9] Market Position - In the high-end new energy vehicle market, Wey faces stiff competition from both new entrants like Li Auto and AITO, and established players like BYD and Geely, which have better user engagement and cost advantages [9] - Industry experts suggest that Wey needs to stabilize its management team and develop a long-term strategy focused on technological innovation and user experience to regain consumer trust [9][10]