Core Viewpoint - The rise of the "mountain and wild" dining trend is reshaping the restaurant industry, driven by consumer demand for natural ingredients and immersive dining experiences [1][13]. Group 1: Three Main Schools Defining "Mountain and Wild" - The "mountain and wild" movement in the restaurant industry can be categorized into three main schools: the Ingredient School, the Scene School, and the Culture School [3][10]. - The Ingredient School focuses on transforming the scarcity of natural ingredients into premium offerings, with wild ingredients like wood ginger becoming popular across various dining formats [4][6]. - The Scene School emphasizes creating visually appealing dining environments that alleviate urban anxiety, turning restaurants into immersive experiences [7][9]. - The Culture School aims to evoke collective nostalgia and emotional connections through local culinary traditions, enhancing the cultural significance of dishes [10][11]. Group 2: Consumer and Market Dynamics - The popularity of the "mountain and wild" trend is fueled by three emotional needs: health anxiety, the desire to escape urban life, and the need for social currency [14][15]. - The health-conscious consumer is increasingly drawn to natural ingredients as a response to industrialized food concerns, positioning these ingredients as "health currency" [14]. - The trend also serves as a "third space" for young consumers seeking relief from urban stress, with dining experiences becoming shareable social media content [17][18]. - The cold chain logistics revolution and the rise of wild vegetable cultivation are stabilizing supply chains, allowing regional ingredients to reach a national market [18][20]. Group 3: Industry Challenges and Opportunities - The "mountain and wild" dining trend faces challenges related to supply chain resilience and consumer experience fragmentation [26][27]. - The scarcity of wild ingredients can hinder menu stability, leading to two paths: industrializing wild ingredients or building direct supply chains to ensure freshness [27]. - The trend's popularity is also met with mixed reviews, highlighting a disconnect between consumer expectations and actual dining experiences, indicating a need for refinement in the business model [28][29].

Core Insights - The article highlights the launch of a new limited-time drink, "Jiangbianli Zhi Zhi Ganpu," by Heytea to celebrate its 13th anniversary, showcasing a blend of local ingredients and innovative tea flavors [1][3]. Product Launch and Features - Heytea introduced "Jiangbianli Zhi Zhi Ganpu" as a limited product using a custom Ganpu tea base made from local Xinhui small green tangerines and Yunnan Pu'er tea, aiming to provide a new way to enjoy traditional Ganpu tea [1][3]. - The drink has gained popularity since its initial launch in November 2019, becoming a representative beverage of the Jiangmen region, with peak production exceeding 1,000 cups [3][5]. Cultural Promotion and Marketing - The nationwide launch of "Jiangbianli Zhi Zhi Ganpu" is part of Heytea's strategy to promote local culture, featuring themed merchandise that reflects the cultural heritage of Jiangmen, including items like tangerine peel fridge magnets and mini fans [4][5]. - Heytea's marketing efforts include engaging consumers through promotional events at 50 participating stores, enhancing the brand's connection to local traditions [4]. Product Development Strategy - Heytea continues to innovate by introducing various regionally inspired products, such as "Nanjing Gan Cao Ba Le" and "Longjing Zhi Shi Nuo Nuo," which utilize local ingredients to enhance consumer experience [5]. - The company emphasizes a deep understanding of regional raw materials and maintains a robust supply chain to ensure high-quality ingredients, contributing to the development of new product directions in the tea beverage industry [5].

Core Insights - The new tea beverage industry experienced explosive growth during the "May Day" holiday, with some stores reporting sales increases of up to 3000% [4][10][12]. Group 1: Sales Performance - During the "May Day" holiday, the domestic tourism market saw 314 million trips, a year-on-year increase of 6.4%, with total spending reaching 180.269 billion yuan, up 8.0% [7]. - Key retail and catering enterprises reported a sales increase of 6.3% year-on-year, with new tea beverages performing particularly well in popular tourist cities [9]. - Specific stores, such as those in scenic areas, saw significant sales growth, with some locations reporting over 1700% increase in sales [11]. Group 2: Consumer Trends - The combination of tea beverages and cultural tourism has created new consumption scenarios, with promotional activities driving sales [10][14]. - Non-first-tier cities and scenic areas showed significant consumption potential, while first-tier cities remained popular [16]. - Foreign tourist spending at tea beverage stores increased by over 60% during the holiday, indicating a growing interest in Chinese-themed drinks [19][24]. Group 3: Product Innovations - New product launches, such as the "Wood Ginger and Papaya" series by Heytea, achieved daily sales of over 5000 cups in popular shopping districts [28]. - Sweetlala's "Watermelon Smoothie Bucket" became the top-selling product during the holiday, with sales exceeding 1.2 million cups [31]. Group 4: Delivery and E-commerce Impact - The competition among delivery platforms significantly boosted sales for new tea beverages, with some brands experiencing order increases of nearly 10 times [33][36]. - The overall tea beverage delivery volume increased by 106% during the holiday period [36].

Core Insights - The "mountain and wild" trend is sweeping the beverage industry, with brands like Heytea, Naixue, and Percent Tea introducing new products featuring wild ingredients such as sour papaya, wild sour stems, and seabuckthorn [1][3][5] - The popularity of "mountain and wild" products is driven by a consumer desire for natural, fresh, and healthy options, aligning with current health trends [9][11] - The trend is not limited to beverages but extends to the restaurant sector, with "mountain and wild" themed restaurants gaining traction in major cities and social media [5][7][8] Beverage Industry Trends - Major beverage brands are incorporating unique wild ingredients to differentiate their products, creating a sense of novelty for consumers [12][14] - The use of rare ingredients helps brands stand out in a crowded market, with "mountain and wild" beverages often becoming signature offerings for restaurants [14][19] - The flavor profiles of these beverages typically combine familiar fruit bases with wild ingredients, ensuring broad consumer appeal while maintaining uniqueness [21][23] Consumer Behavior - The "mountain and wild" trend resonates with urban consumers seeking a connection to nature and a temporary escape from city life [15][18] - The emotional value associated with natural ingredients and experiences is driving consumer interest and engagement with these products [15][18] - The trend reflects a broader societal shift towards valuing health, wellness, and natural experiences in daily life [8][11] Market Dynamics - The "mountain and wild" theme has led to a significant increase in the number of related restaurants and products, with a notable rise in searches for "Yunnan cuisine" and related terms on platforms like Xiaohongshu [5][8] - The market for "mountain and wild" products is expected to continue growing, with brands focusing on innovative product development that balances unique flavors with consumer preferences [24][25]

Core Viewpoint - The trend of incorporating "super plants" into beverage menus is gaining momentum among various tea and coffee brands, driven by consumer demand for healthier options and the nutritional benefits of these ingredients [2][11][14]. Industry Trends - The term "super plants" is derived from the Western concept of "superfoods," referring to nutrient-dense plants rich in vitamins [2]. - A report indicates that super plants are expected to be a significant trend in new tea beverages for 2024, with brands like Heytea and Nayuki introducing products featuring ingredients like kale, beetroot, and kiwi [2][10]. - The popularity of super plants is reflected in the increasing search index, which saw an 84.09% year-on-year growth, and a 166.10% increase in the comprehensive index [13]. Product Innovations - Various brands are launching new products featuring super plants, such as Tims' "Beetroot and Ginseng Energy Bottle" priced at 25 yuan, and NOWWA's "Beetroot and Purple Cabbage Americano" priced at 28 yuan [7][9]. - Nayuki's "Slim Green Bottle" and Heytea's "Beetroot Beauty Bottle" have also gained popularity, with significant sales figures reported [15]. Consumer Demand - The health trend is driving consumer interest in beverages that offer natural flavors and nutritional benefits, as opposed to traditional drinks that may contain artificial additives [11][14]. - The demand for plant-based beverages is expected to create growth opportunities in the tea and coffee market, as consumers increasingly seek healthier options [11][14]. Challenges - The use of fresh plant ingredients presents challenges such as short shelf life and higher spoilage rates, which can increase costs for beverage brands [14]. - As more brands enter the super plant beverage market, there is a risk of product homogenization, which could impact differentiation and market share [14].

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