Core Insights - The new tea beverage market experienced a consumption peak during the 2026 Spring Festival, with the brand "Zhao Cha" achieving significant sales growth in its three trial stores in Guangzhou [1][2] Group 1: Sales Performance - "Zhao Cha" reported a strong overall sales performance during the Spring Festival, with sales increasing by over 350% compared to the previous period [2][3] - The brand's premium tea series, including Wuyi Jin Jun Mei, Zhejiang Longjing, and Hengxian Jasmine, ranked among the top-selling products [3] Group 2: Brand Strategy and Product Offering - Since its first store opened in Wuhan at the end of 2025, "Zhao Cha" has defined its niche with the "Ice Brew Method," creating a new category of "Oriental Tea Ice" [5] - The brand focuses on high-quality tea selections, including Zhejiang Longjing, Anxi Tieguanyin, and Yunnan Ice Island Pu'er, offering a price range of 12-16 yuan, making premium tea accessible for daily consumption [5] Group 3: Market Positioning and Experience - The three Guangzhou stores serve as a model for "Zhao Cha's" scalable replication and showcase its localized expression of the "One Store, One World" concept [5] - The brand differentiates itself in a highly homogeneous market through its "Ice Brew Method" and sensory experience system, aiming to provide consumers with a tea experience that combines quality and emotional connection [5]