Core Insights - The new tea beverage industry is experiencing a decline in co-branding marketing, with brands shifting focus back to product quality and development [1][9] - Sweet Lala has upgraded its popular products "One Barrel Fruit Tea" and "One Barrel Family" by enhancing the tea base with guidance from intangible cultural heritage tea masters, aiming for a higher quality and cultural integration [3][4][6][17] Industry Trends - The new tea beverage sector is entering a new competitive phase, emphasizing product quality over marketing gimmicks [1][9] - The industry has evolved from using instant tea powders to premium tea leaves, with a current trend towards integrating traditional tea-making techniques and cultural heritage [13] Company Developments - Sweet Lala's tea base upgrade is a strategic move to meet the expectations of young consumers for quality products, showcasing the brand's commitment to quality and innovation [9][12] - The brand has established a robust supply chain, ensuring high-quality raw materials and cold chain logistics, achieving nearly 100% nationwide cold chain coverage [12][13] Product Innovations - Sweet Lala's recent product upgrades include the "One Barrel Fruit Tea" and "One Barrel Family," which now feature "Qingyun Oolong" and "High Mountain Jin Hong" tea bases, respectively, enhancing flavor and quality [6][7][9] - The brand has successfully launched other popular products like "Fresh Jasmine Milk Tea," which sold 1.2 million cups within three days of its release [10][12] Cultural Integration - Sweet Lala's collaboration with intangible cultural heritage tea masters aims to blend traditional tea culture with modern consumer preferences, enhancing the overall tea experience [4][17] - The brand's focus on cultural storytelling and emotional resonance in its products reflects a deeper connection with consumers, moving beyond mere profit [17]

Core Insights - The 65th China Franchise Exhibition (CCFA) was held in Shanghai from August 8 to 10, showcasing the strength and forward vision of the brand TIANLALA through its participation and important speech on "The Path of Extreme Quality-Price Ratio Expansion and Balance with Over 8000 Stores" [1][4] Group 1: Industry Trends and Insights - TIANLALA participated in the "Franchise New Trends Forum," discussing new growth trends and future opportunities in the ready-to-drink beverage industry alongside major guests from tea, coffee, and dairy sectors [2] - The brand emphasized its core driving force for the healthy development of over 8000 signed stores, focusing on product strength as the engine for growth, with popular products like "Fruit Tea" and "Fresh Milk Tea" consistently topping sales charts [2][4] - Marketing strategies, including collaborations with popular IPs and product endorsements, have effectively enhanced brand visibility and market momentum [2] Group 2: Strategic Initiatives and Future Outlook - TIANLALA has established a standardized and refined service system for franchise partners, ensuring efficient store operations and creating a solid competitive moat [2] - The brand is actively expanding its global footprint, having signed over 200 overseas stores, indicating a pursuit of broader growth opportunities [2] - TIANLALA's inclusion in the "2024 Commercial Franchise TOP 300" highlights its industry position and serves as a practical model for the standardized and professional development of the franchise sector [4] - The company aims to deepen its strategic layout in product innovation, marketing empowerment, service optimization, and global expansion, maintaining "low price, high value" as its core competitive advantage [4]

Group 1: Sales Performance - Multiple tea and coffee brands reported exceeding sales expectations during the "first cup of autumn" event on August 8, with Luckin Coffee selling over 20 million cups on that day [1] - Luckin Coffee's new products and collaborations have garnered significant attention, with the "Yuhui Light Body Fruit and Vegetable Tea" selling over 11.2 million cups within two weeks of its launch [1] - Bawang Tea Ji reported a 200% month-on-month increase and a 28% year-on-year increase in sales for the "first cup of autumn" event [1][2] Group 2: New Product Launches - Hou Shang A Yi launched the "Rich Osmanthus Rice Mochi Milk Tea," which sold nearly 550,000 cups within two days of its release [2] - Tian La La's external sales reached over 20 million yuan, marking a historical peak, with a 500% increase in daily sales [2] Group 3: Market Expansion and Financial Performance - KFC's coffee brand, Kenuo Coffee, aims to expand to 1,700 stores by 2025, up from a previous target of 1,500 stores [4][5] - Yum China reported a 4% year-on-year increase in total revenue to $2.8 billion for Q2, with operating profit reaching a record high of $304 million [5] Group 4: Incident Report - A tragic incident involving a delivery truck from Kudi Coffee resulted in two fatalities, prompting responses from both Kudi Coffee and Tea Yan Yue Se regarding the ongoing investigation [6]

Core Viewpoint - The article discusses the growth and expansion strategy of the new tea beverage brand TIANLALA, highlighting its rapid store openings and plans for international expansion, while noting its lower brand recognition compared to competitors like MIXUE BINGCHENG and TEA BAIDAO [1][4]. Group 1: Domestic Expansion - TIANLALA has over 8,000 signed stores across 31 provinces, with more than 40% located in towns and schools [1]. - The brand has a significant presence in lower-tier cities, with 81.15% of its stores in third-tier cities and below, compared to MIXUE BINGCHENG's 57.13% [1]. - The average customer spending at TIANLALA is around 10 yuan, with a popular product priced at 8 yuan achieving sales of over 20 million cups within five months [1][2]. Group 2: Business Model and Supply Chain - TIANLALA's founder, Wang Wei, initially drew inspiration from MIXUE BINGCHENG, particularly in product offerings and supply chain management [2]. - The company began building its own orchards and factories in its third year to ensure low-cost raw material supply, which is crucial for its pricing strategy [2]. - TIANLALA's product gross margin is approximately 55%, lower than the 60%+ margins of other brands, leading to a preference for smaller store formats to reduce costs [2]. Group 3: International Expansion - TIANLALA has opened 60 stores in Indonesia and has plans to expand to Cambodia, the Philippines, and Uzbekistan, with a goal of adding over 200 new stores in Southeast Asia, Europe, North America, and the Middle East by 2025 [3][4]. - The company aims to achieve over 10 billion yuan in revenue by 2025, supported by significant investment in building a centralized system for overseas operations [4]. Group 4: Brand Development and Market Position - TIANLALA plans to invest 20% of its revenue in brand building by 2025, a significant increase from less than 5% in 2024, to enhance its brand image and recognition [4]. - The company is currently behind competitors in terms of brand awareness despite having a comparable number of stores [4]. - TIANLALA's IPO plans have been delayed, with a focus on improving supply chain, information technology, and brand recognition before going public [5].