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又一款古早“夏日宝藏茶”翻红,益禾堂、陈文鼎都在热卖
3 6 Ke· 2025-05-06 03:42
Core Insights - The traditional beverage "winter melon tea" is experiencing a resurgence in popularity, particularly among tea brands in China, as they introduce new variations and products inspired by this classic drink [1][9][20] - Major brands like Yihuo Tang and Chen Wending are launching new winter melon tea products, which have received positive consumer feedback and strong sales performance [2][4][13] Brand Activities - Chen Wending launched large cup QQ winter melon iced tea and QQ winter melon green tea, which saw a 25% increase in sales on the first day [2][4] - Yihuo Tang introduced limited edition products in Fujian, achieving over 50,000 cups sold within ten days [4] - Regional brand Cui Chun Feng has also capitalized on the trend by launching unique winter melon-inspired drinks [6] Market Trends - The rise of winter melon tea aligns with the growing consumer preference for refreshing and health-oriented beverages, particularly in the context of rising temperatures [11][20] - The beverage's versatility allows it to be paired with various flavors, making it suitable for different consumer tastes [14][16] Consumer Engagement - Social media platforms have seen significant engagement, with over 50,000 related posts on Xiaohongshu, indicating strong consumer interest [8] - The nostalgic aspect of winter melon tea resonates with consumers, particularly those who associate it with childhood memories [9][20] Challenges and Opportunities - Despite its popularity, winter melon tea faces challenges in expanding beyond niche markets, particularly in regions where it is less known [20] - The beverage's flavor profile may not be distinct enough to stand out in a crowded market, necessitating innovative product development [20] - Supply chain issues related to sourcing winter melon from Taiwan could hinder scalability, highlighting the need for local alternatives [20]