时隔数月，记者再次回访发现，报道涉及的山寨产品已全部下架，涉事企业也被处以18万元罚款。有监 管部门提示，购买食品时，务必仔细核对商品名称、商标、生产厂家、包装细节等信息，注意观察字体 清晰度、图案印刷质量及包装密封情况，避免因外观相似而盲目选购。 "东方爽茶"全部下架 即饮茶通常指瓶装茶饮料，依据产品含糖或不含糖的不同属性，可分为有糖即饮茶与无糖即饮茶两类。 需要明确的是，仅添加代糖的产品，因符合国标中对于"无糖"宣称的要求，也被划分为无糖即饮茶产 品。 饮料行业的山寨现象一直存在。除了农夫山泉外，可口可乐、元气森林、三得利、果子熟了等品牌都曾 遭遇山寨问题。随着无糖茶饮日益走红，该品类也成为这些山寨品牌的重点"目标"。 根据消费者在社交平台发布的图片信息，该饮料瓶身下半部分采用了与东方树叶类似的方形包装设计。 瓶贴上半部分为弧形，"茉莉花茶"四个字位于瓶贴的右上角。整体瓶贴呈暗黄色，配有茶园、树木的图 案。与东方树叶的圆柱形瓶身上半部分不同，东方爽茶采用了上窄下宽的圆台造型。圆台部分的包装同 样采用了与东方树叶类似的墨绿色，但上面写的是"东方爽茶"。 有报道称，东方爽茶的生产公司工作人员表示，该产品与东方 ...

Core Insights - The sugar-free tea segment in China's beverage market has seen significant growth, surpassing carbonated drinks in sales share in 2023, with a year-on-year growth rate of 110% [1] - The sales growth of sugar-free tea continued at 60% year-on-year from January to November 2024, indicating strong consumer demand [1] - By 2025, the market is experiencing a "de-bubbling" trend, with a slowdown in new product launches and a 28% year-on-year reduction in SKUs, shifting the competition focus from market entry to consumer retention [1] Industry Trends - The competition in the sugar-free tea market is evolving from "who enters first" to "who retains consumers," emphasizing the importance of repurchase rates [1] - The successful market strategy of brands like Master Kong focuses on enhancing the taste of sugar-free tea rather than just promoting the "sugar-free" label [3][6] Marketing Strategies - Popular variety shows have effectively integrated Master Kong's sugar-free teas into their content, creating a natural endorsement through relatable consumption scenarios [4][6] - The marketing approach emphasizes a lifestyle connection, allowing consumers to associate the product with enjoyable experiences rather than traditional advertising [7] Product Quality and Consumer Experience - Master Kong's sugar-free teas are crafted using high-quality ingredients and innovative production techniques, ensuring a refreshing taste without compromising health standards [9][16] - The brand's focus on flavor and quality has led to positive consumer feedback, with descriptors like "refreshing," "natural flower aroma," and "pleasant aftertaste" frequently mentioned [11][16] Repurchase Logic - The repurchase strategy is structured in three phases: making the product appealing at first taste, ensuring it fits into daily routines, and creating an emotional connection that encourages habitual consumption [8][13] - Master Kong's sugar-free teas are designed to be versatile, fitting various consumption scenarios, which enhances their appeal and encourages repeat purchases [19][20] Competitive Landscape - The sugar-free tea market is characterized by intense competition, with the initial phase focusing on health education and the current phase emphasizing taste and long-term consumption [20] - Master Kong's approach combines quality, taste, and affordability, positioning its products favorably within the market and appealing to a broad consumer base [19][20]