Core Viewpoint - Linlee is undergoing a significant brand upgrade from a "freshly made lemon tea brand" to a "lemon tea and lifestyle exploration brand," marking its third systematic brand evolution after 14 years since its first store opening [2][5][6]. Brand Evolution - The brand's journey began in 2012 with its first store in Zhanjiang, focusing on a niche market of scented lemon tea [9]. - Over 14 years, Linlee has transitioned through three phases: 1.0 (product validation), 2.0 (scale expansion), and now 3.0 (value enhancement) [10][11]. - In the 1.0 phase (2018-2021), Linlee focused on product quality and small street-side stores, proving the market viability of lemon tea [11]. - The 2.0 phase began in 2021 with significant investment and a rebranding effort, including a new visual identity and expansion into shopping malls [12][21]. Brand Recognition and IP Development - The brand aims to shift consumer perception from "the lemon tea that gives away little yellow ducks" to a clear association of "delicious lemon tea = Linlee" [7][14]. - The introduction of the "Linlee Duck" IP is central to the 3.0 upgrade, aiming to create a unique and recognizable brand character with its own personality and commercial value [16][17]. Market Position and Strategy - Linlee has maintained its position as the top-selling lemon tea brand in China for two consecutive years, with a projected GMV of over 27 billion by 2025 and a store count reaching 2000 [12][21]. - The brand is shifting from a focus on "handmade lemon tea" to a broader lifestyle exploration, emphasizing quality, experience, and emotional value [20][22]. Product and Visual Innovation - The 3.0 upgrade emphasizes a "fresh + light burden" experience, exploring new flavors and health benefits while maintaining a clear product matrix [22]. - Visual updates include a new color scheme and design that aligns with consumer preferences, particularly in shopping mall environments [22][25]. Supply Chain and Operational Efficiency - Linlee has invested heavily in building its supply chain since 2019, ensuring quality control and cost efficiency by partnering directly with lemon orchards and establishing its own tea factory [31][32]. - The brand's supply chain investments account for 12%-15% of revenue, focusing on raw material sourcing, production upgrades, and logistics [32][33]. Future Goals and Brand Philosophy - Linlee aims to reach 3000 stores and a GMV of 45 billion by 2026, with a focus on quality over quantity to protect franchisee interests [41]. - The brand's philosophy emphasizes long-term growth and stability, likening its development to a tree that must grow deep roots before expanding outward [41].