Core Insights - The "Lychee Ice Brew" from "Grandpa Doesn't Brew Tea" has become a summer sensation, achieving over 80 million topic views on Weibo in a single day, indicating a significant shift in the tea beverage market [1] - The product's success is attributed to the integration of intangible cultural heritage (ICH) and emotional value, reshaping the competitive landscape of the tea industry [1] Group 1: Product and Sales Performance - The "Lychee Ice Brew" incorporates the ICH of Hubei Xiaogan rice brewing techniques, with cumulative sales reaching 38 million cups since its launch in 2018, and it is projected to become the top-selling rice brew milk tea in 2024, surpassing the combined sales of its competitors [2] - The use of unique ingredients, such as "Three Grain Inch" glutinous rice and special honeycomb yeast, provides a distinctive flavor that is difficult for industrial products to replicate [9] Group 2: Emotional Value and Market Trends - Emotional value has emerged as a key factor in the popularity of tea beverages, with products like the "Drunken Limited Edition" targeting young consumers' relaxation needs after work, leading to a significant increase in orders for alcoholic tea drinks after 8 PM [10] - The industry is evolving from focusing solely on taste to enhancing consumer experiences and emotional connections, as seen in various brands' strategies to cater to nighttime consumption [11] Group 3: Marketing and Consumer Engagement - "Grandpa Doesn't Brew Tea" has launched the "YE" series marketing activities to strengthen emotional connections, including tasting parties and pop-up stores, resulting in a 175% increase in orders during events [12] - The trend of "tea + lifestyle" collaborations is gaining traction, with other brands also engaging in cross-industry marketing to enhance customer engagement and boost sales [14] Group 4: Industry Competition and Future Directions - The competition in the tea industry is intensifying, with brands focusing on systematic operational capabilities, such as "Heytea" testing ICH tea workshops and "Naixue" planning eco-friendly packaging for ICH series [16] - The concept of deep consumer interaction, such as involving customers in the rice brewing process, is seen as a potential growth area as product homogenization increases [16]

Core Viewpoint - The article discusses the decline of the once-popular tea brand, Chayan Yuesheng, highlighting the challenges it faces in a competitive market where consumer preferences have shifted towards convenience and simplicity [5][15][27]. Group 1: Market Dynamics - The tea market has become increasingly competitive, with brands like Cha Bai Dao, Mi Xue Bing Cheng, and Gu Ming going public, while Chayan Yuesheng has lost its previous prominence [5][12]. - Consumers now prefer quick and easy access to beverages rather than the elaborate experiences that once characterized brands like Chayan Yuesheng [5][27]. - The brand's initial success was attributed to its unique offerings and reasonable pricing, but it has struggled to maintain this momentum as competition intensifies [7][12]. Group 2: Brand Challenges - Chayan Yuesheng has faced criticism for long wait times and a complicated ordering process, which has led to a decline in customer patience and loyalty [5][13][23]. - The brand's attempts to innovate and expand its product line have not resonated well with its loyal customer base, leading to dissatisfaction with changes in classic offerings [14][15]. - Despite achieving significant profits, the brand's visibility and consumer engagement have diminished, with fewer people aware of its new developments [18][20]. Group 3: Consumer Behavior - The article notes a shift in consumer behavior, where the novelty of waiting in line for a trendy drink has worn off, and customers are now more inclined to seek convenience [27][28]. - The brand's marketing strategies, which once attracted attention, are now perceived as outdated and cumbersome, leading to a loss of appeal among younger consumers [24][27]. - As competition grows, consumers are increasingly drawn to brands that offer faster service and better value, diminishing Chayan Yuesheng's market share [27][28].

Core Viewpoint - The article discusses the decline of the once-popular tea brand, Chayan Yuese, in the competitive tea beverage market, highlighting its struggles with customer retention and brand perception as consumer preferences shift towards convenience and simplicity [3][5][46]. Group 1: Brand History and Initial Success - Chayan Yuese opened its first store in Changsha in December 2013, gaining popularity with its unique branding and poetic drink names [6][8]. - The brand differentiated itself by using fresh milk and original tea, appealing to consumers with a relatively affordable average price of 15 yuan per cup compared to competitors [7][8]. - The brand's early success was bolstered by loyal fans and social media buzz, leading to significant foot traffic and national curiosity [9][12]. Group 2: Current Challenges - Chayan Yuese has faced increased competition from brands like Cha Bai Dao, Mi Xue Bing Cheng, and Gu Ming, which have expanded rapidly while Chayan Yuese has been slower to grow outside its home market [3][26]. - The brand's long wait times and complicated ordering process have frustrated consumers, leading to a decline in its once-loyal customer base [4][22][38]. - Recent product changes and the introduction of seasonal items have not resonated well with loyal customers, causing dissatisfaction [24][46]. Group 3: Market Position and Future Outlook - Despite still being profitable, with a reported net profit of approximately 500 million yuan from 732 stores in 2023, Chayan Yuese's market presence has diminished compared to its peak [18][30]. - The brand has begun to expand more aggressively, opening 266 new stores in 2024, primarily in new first-tier cities, but has yet to enter major markets like Beijing and Shanghai [30][31]. - The brand's recent marketing strategies and product offerings have not generated the same level of excitement as in the past, indicating a need for a renewed approach to attract consumers [32][52].