Core Insights - The beverage industry is transitioning from a phase of rapid growth to a more mature stage, with the "sugar-free tea war" not materializing as expected [1][8] - New product launches by leading brands indicate a shift from incremental competition to a focus on existing market share due to declining interest in sugar-free tea [1][8] Product Launches - The brand "Guozi Shule" has introduced a new line of fruit-flavored craft beers, marking its first foray into this category with flavors like guava and apricot [4][5] - The new beer series contains at least 50% fruit juice, with a minimum alcohol content of 2.5%, and features a unique "fruit puree" as a selling point [4] - Other new products launched this year by "Guozi Shule" include vitamin water, electrolyte water, and fruit-flavored tea beverages, reflecting a strategy of diversification [6] Market Trends - Sales growth for sugar-free tea has significantly slowed, with monthly sales figures in the recent peak season (April to September 2025) showing a decline compared to the previous year [7] - The average price per unit for sugar-free tea has increased from 5.1 yuan to 5.6 yuan, indicating a potential shift in consumer willingness to pay more for quality [7] - The market for ready-to-drink tea is projected to grow significantly, with estimates suggesting it could reach a scale of 300 billion yuan [7] Industry Challenges - The sugar-free tea market is experiencing a natural adjustment as it matures, with consumer interest waning and market saturation becoming evident [8] - The shift in consumer preferences towards other health drinks, such as electrolyte water, is contributing to the decline in demand for sugar-free tea [8] - Increased product homogeneity and the retreat from price wars suggest a transition towards value-based competition, with consumers favoring larger, higher-quality products [8] Opportunities for Brands - "Guozi Shule" has the potential to create hit products in the differentiated market, leveraging its established brand recognition and product development capabilities [9] - The introduction of new products like vitamin water and craft beer could cater to evolving consumer tastes and health demands [9] - To enhance brand value, "Guozi Shule" should consider a focused multi-brand strategy to avoid diluting its brand identity [9]