这是新消费智库第 2 7 3 2 期文章 新消费导读 深圳福田 CBD 的麦记牛奶公司，工作日晚间十点依然有人排队。点 单 率 最 高 的 不 是 奶 茶 ， 而 是 一 碗 需 要 等 待 十 五 分 钟 的 " 古 法 桃 胶 炖 奶"。 这个 看似传统的消费场景，正悄然成为一笔大生意。过去两年，以 主打新 "新中式养生糖水" 为定位的品牌完成了令人瞩目的线下扩张 。 作者 ：会写字的机器猫 来源：新消费智库 据《中国饮品快报》报道， 麦记牛奶公司门店已突破 700 家 ，并宣布了年开千店的激进目标；而获得喜茶创始人聂云宸等投资的 赵记传承 ，全国门店已超过 650 家。 由新茶饮品牌茶颜悦色以店中店形态推出的【酥山糖水铺】也在加速扩张，而更多茶饮巨头古茗、 COCO 等都在跨界卖糖水，一股新糖水风 口悄然而至。 作为对比，传统糖水巨头 满记甜品 与 鲜芋仙 已显疲态：根据红餐大数据，满记甜品目前门店约 200 家，鲜芋仙则在 500 家左右。 新消费智库认为 ，这种增长的背后，远不 只是 一个冰冷的 门店数字游戏，而是一场正在发生的、深刻的品类 价值 重 做 。 当新茶饮行业在 " 卷水果、卷奶底、卷联 ...

Core Insights - Zhao Ji Chuan Cheng has successfully expanded from a local brand in Jiangmen to a national leader in the dessert market, with 650 stores across China, breaking the stereotype that dessert products do not thrive outside Guangdong [5][21] - The brand's signature product, hand-poured ginger milk pudding, has gained immense popularity, with sales exceeding 15 million bowls in 2024, showcasing a blend of traditional craftsmanship and modern consumer preferences [10][21] Group 1: Brand Development - Zhao Ji Chuan Cheng's story is rooted in a family tradition of dessert-making, with five generations passing down the unique technique of hand-poured ginger milk pudding, which has been recognized as an intangible cultural heritage [7][9] - The brand's rapid growth attracted significant investment, including angel funding from notable investors, which has fueled its national expansion [9] Group 2: Product Innovation - The brand has innovated traditional desserts to meet modern health trends, reducing sugar content in its double-skin milk by 30% while maintaining high-quality ingredients sourced from specific regions [12] - Zhao Ji Chuan Cheng has introduced a "sweet + savory" product structure, with desserts making up 65%-70% of offerings and snacks constituting 30%-35%, catering to various dining occasions [12] Group 3: Market Strategy - The brand has effectively broken the "not leaving Guangdong" myth by implementing differentiated strategies tailored to regional markets, such as offering hot drinks in northern regions during winter [13][24] - Zhao Ji Chuan Cheng targets high-end shopping districts and family-oriented neighborhoods, optimizing store sizes to balance cost and customer engagement [13][15] Group 4: Financial Performance - The dessert category boasts strong profitability, with gross margins exceeding 65%, and Zhao Ji Chuan Cheng's flagship stores achieving monthly revenues of over 1 million yuan in Shenzhen and 500,000 yuan in other key cities [16][17] Group 5: Industry Trends - The dessert market is experiencing significant growth, with projections indicating that the number of dessert stores in China will reach nearly 200,000 by 2025, driven by changing consumer preferences towards personalized and health-oriented products [19][21] - The rise of dessert consumption aligns with a broader trend of health consciousness among younger consumers, who are increasingly drawn to the "light health" attributes of ingredients like peach gum and silver ear [19] Group 6: Future Outlook - Zhao Ji Chuan Cheng aims to expand its footprint into more cities and explore international markets, with plans to deepen the integration of traditional Chinese dessert culture with modern consumer experiences [25] - The brand emphasizes the importance of a healthy competitive landscape in the dessert category, advocating for the growth of multiple brands rather than a single dominant player [25]