而在国内市场，一直聚焦三四线城市的幸运咖，近期正在以长三角、珠三角为代表的一二线城市加速扩 张，预计在今年年底实现门店破万。 在门店扩张和出海方面，幸运咖背后的蜜雪冰城都深谙其道。蜜雪冰城目前是全球门店数量最多的现制 茶饮品牌。截至2025年初，蜜雪冰城全球门店总数已超过4.6万家，位于中国内地以外的门店数量已近 5000家，其中东南亚市场门店数量占比超80%。 2020年，创立二十年有余的蜜雪冰城全球门店数量破万，它进行了成立以来、IPO之前的唯一一次融资 ——由美团龙珠、高瓴投资、CPE源峰三家头部机构联合投资，总额超20亿元，投后估值超200亿元。 图片来源：视觉中国 8月中旬，蜜雪冰城的出海版图更进一步。据市场消息，其旗下咖啡品牌"幸运咖"正在筹备马来西亚五 家门店的开业，这或将是该品牌出海的第一站。据知情人士称，它与蜜雪冰城在马来西亚的市场定位相 似，主打平价市场。 拿到资金的这一年，蜜雪冰城在拓展本品牌门店数量之外，还全资收购了由其出资孵化的独立咖啡品牌 幸运咖，并开放加盟。时任总经理张红甫立下"五年内复制一个蜜雪冰城"的目标，并将幸运咖定位为集 团的第二增长曲线。 与瑞幸同样诞生于2017年的幸 ...

Group 1 - The number of coffee shops in China reached 49,691 in 2023, surpassing the United States to become the largest globally [1][4][6] - Per capita coffee consumption in China increased to 22.24 cups in 2022, more than doubling from 9 cups in 2020, with some first-tier cities exceeding 300 cups [2][4] - The market for freshly brewed coffee in China has grown significantly, with its market share rising from 18.5% in 2020 to 40.2% in 2023, and is projected to exceed 220 billion yuan by 2025 [6][9] Group 2 - The commercial coffee machine market in China is expected to grow from 5 billion yuan in 2023 to over 8 billion yuan by 2025, with a compound annual growth rate (CAGR) of 15% [11][12] - The overall coffee machine market in China is projected to expand from 1.11 billion yuan in 2018 to 2.95 billion yuan by 2024, with a CAGR of 22.7%, significantly outpacing the global growth rate of 2.5% [11][12] - Imported coffee machines dominate the high-end market, with foreign brands holding over 80% market share in the ultra-high-end segment [13][15] Group 3 - Domestic coffee machine brands are focusing on affordability and portability, targeting household users with compact designs and competitive pricing [26][30] - The sales of household coffee machines in China reached 2.46 billion yuan in 2023, with a year-on-year growth of 12.7% [30] - China's coffee machine exports reached 17.46 billion yuan in 2024, with a surplus of 16.6 billion yuan, indicating a strong manufacturing base [30][32]

（原标题：外卖大战，瑞幸翻盘） 作者 | 丁卯 范亮 编辑 | 黄绎达 外卖大战的愈演愈烈，给现制茶饮带来了意外惊喜。 作为本次补贴促销中最受益的品牌之一，7月30日，瑞幸发布了2025年第二季度的财务报告。财报显 示，过去一个季度，瑞幸的表现非常亮眼。不仅营收和营业利润出现了超预期的增长，而且新店的扩 张、同店业绩增长、月均交易客户数量等关键运营指标也表现不俗。 那么，二季度来看，瑞幸究竟有哪些亮点？外卖大战对其影响如何？后续还值得关注吗？ 走出价格战阴霾，增长确定性增强 2023年，库迪作为挑战者入场后，国内现磨咖啡行业进入新一轮价格绞杀战。为了应对竞争，瑞幸一方 面加快了门店扩张速度，另一方面深化9.9元的低价策略。 价格战的影响从2024年开始逐步体现在瑞幸的财务报表。一季度瑞幸自营门店同店收入在重组后出现首 度下滑，并伴随营业利润转负，引发市场担忧。尽管后续在二季度入夏后销售规模扩大、主动调整活动 SKU，以及有意控制门店扩张三重作用下，瑞幸的营业利润重新转正，但同店收入仍处于下滑状态，只 是趋势上跌幅在收窄。 2025年，瑞幸出现了以下三个明显的变化。 首先是，一季度开始同店收入重新回到增长轨道， ...

Group 1 - The incident involving a customer at a Mixue Ice Cream store highlights potential service quality issues within the company, as the customer reported negative interactions with staff when attempting to pick up 30 ice creams [1] - The store's response indicates a recognition of the situation, with an apology issued to the customer and a commitment to enhance employee training [1] Group 2 - The coffee market in China is experiencing significant growth, with a 19.54% year-on-year increase in the registration of coffee-related enterprises in the first half of the year, indicating a strong trend towards coffee consumption [2] - Major tea beverage companies, including Mixue Group, are expanding into the fresh coffee sector, leveraging existing resources to reduce operational costs and enhance product offerings [2] - The compound annual growth rate for the fresh coffee market in China is projected to be 19.8% from 2023 to 2028, making it the fastest-growing segment in the ready-to-drink beverage market [2] Group 3 - Five coffee industry projects with a total signed amount of approximately 400 million yuan have been established in Changsha County, focusing on key areas such as coffee equipment research and development, roasting, product processing, and green bean trade [3] - The construction of the largest and most comprehensive coffee industry complex in Central and Southern China is underway in Hunan (Changsha) [3] Group 4 - The first industry standard for the new tea beverage sector has been officially released, addressing quality requirements for raw materials, inspection methods, packaging, transportation, and storage [4] - This standard, effective from January 1, 2026, aims to regulate various components used in the production of fresh tea beverages, including tea leaves, fruits, dairy products, and sweeteners [4]

Core Viewpoint - Lucky Coffee is aggressively expanding its presence in high-tier cities, aiming for a total of 10,000 stores by 2025, with a current count of nearly 7,000 stores, primarily in lower-tier cities [3][4]. Expansion Strategy - The company is shifting its focus to first and second-tier cities, particularly in the Yangtze River Delta and Pearl River Delta regions, with commercial streets as key expansion points [3]. - Lucky Coffee's previous strategy concentrated on lower-tier markets, with approximately 70% of its stores located in third-tier cities and below as of 2024 [3]. Financial Performance and Goals - The target of 10,000 stores by 2025 represents a 150% increase in store count from the previous year [3]. - The company experienced a slowdown in store expansion after reaching 2,300 stores in 2022, but resumed growth in 2024, surpassing 4,000 stores by year-end [3]. Competitive Advantages - Lucky Coffee differentiates itself from competitors by maintaining a real price model without heavy subsidies, allowing for profitability despite competitive pricing [4]. - The company benefits from its affiliation with Mixue Ice Cream, which provides unified sourcing of raw materials and shared logistics, enhancing its supply chain efficiency [5]. Market Trends - The coffee market in China is becoming increasingly homogenized, with major brands like Starbucks and Luckin Coffee penetrating lower-tier cities, reducing the gap in consumer perception of coffee [5]. - Lucky Coffee has introduced new products, including 14 types of fruit coffee priced between 6-8 yuan, signaling its intent to compete in higher-tier markets [5]. Industry Competition - The coffee sector is expected to see intensified competition in 2023, with major players like Luckin Coffee and others ramping up their store expansion plans significantly [6].

Group 1: Brand Adjustments and Market Reactions - Heytea has made subtle adjustments to its logo, which has sparked discussions on social media, with users pointing out various changes in details such as the size of the ears and the shape of the face [1][3] - The logo, which features a simplified side profile of a character holding a tea drink, has undergone multiple tweaks since its inception, with previous adjustments noted in September 2022 and March 2023 [3] Group 2: Expansion of Tea Brands - Cha Halo, a tea brand, is set to open its first store in the United States located in Los Angeles, expanding its presence beyond locations in Toronto, Melbourne, Vancouver, Edinburgh, and London [4] Group 3: Coffee Market Insights - Lavazza, an Italian coffee roasting company, claims that retail coffee prices have peaked but remain vulnerable to tariff risks and regulatory changes, with the chairman expressing hope that the worst is over as Brazil's coffee production improves [5] - Coffee prices had previously surged to over $4 per pound due to supply concerns, but have since dropped approximately 30% from February levels, although market conditions remain tense [5] - The European coffee market may face pressure from new EU regulations aimed at curbing global deforestation, which could impact pricing and supply chains [5] Group 4: Investment in Tea Brands - Thai President Beverage Co. has invested 142 million Thai Baht in Chagee, a subsidiary of the tea brand Bawang Chaji, acquiring a 51% stake, indicating a significant entry of capital into the tea market [6][7] - Bawang Chaji has established a presence in Thailand, focusing on health-conscious consumers, and plans to undergo brand restructuring while expanding its store network [7] Group 5: Coffee Brand Financing - Fenglan Coffee has completed a Series A financing round of 50 million yuan, highlighting its commitment to the specialty coffee market and plans for supply chain enhancement and product development [8] - The funds will be used to strengthen direct sourcing partnerships with quality coffee-producing regions and to expand the brand's market reach [8]

Core Points - The West Lake District Government Service Center has undergone significant renovations to enhance its environment, making it a new leisure spot for residents [1][2] - The center aims to integrate reading into its service areas, featuring a selection of books and magazines across various genres, including humanities, life encyclopedias, and children's literature [1] - Future plans include the introduction of an online reading feature through the "West Lake Reading Alliance Digital Map" to provide a more convenient reading experience for the public [1] Summary by Sections - **Renovation and Environment**: The center has transformed its space with air conditioning, sofas, a coffee bar, and a small shop, creating a comfortable atmosphere for visitors [1][2] - **Reading Integration**: The design incorporates reading areas within the service waiting zones, offering a curated selection of literature to enhance the waiting experience [1] - **Cultural and Technological Enhancements**: The center has added Chinese-style greenery, a coffee bar with refreshments, and charging stations for electronic devices, along with free Wi-Fi to improve the overall service experience [2] - **Future Innovations**: Plans for further innovations in government services are underway, focusing on blending cultural elements with administrative functions to enhance public satisfaction [2]

Core Insights - The convenience store industry in China is experiencing significant growth, with sales reaching 424.8 billion yuan and a store count of 320,000 in 2023, indicating its role as a leader in retail growth [1] - However, individual store sales have declined from 5,117 yuan per day in 2021 to 4,634 yuan in 2024, highlighting revenue pressures faced by operators [1] - The industry is grappling with challenges such as homogenization, competition from instant retail and snack discount stores, and rising consumer expectations for product quality and service [1][3] Industry Challenges - Consumers perceive little differentiation among convenience store brands, leading to a focus on price competition and declining profits [2][3] - Instant retail platforms like Meituan and Ele.me are reshaping consumer shopping habits, providing rapid delivery services that challenge the traditional convenience store model [3] - The rise of snack wholesale stores, which offer a wider variety of products at lower prices, is further diverting customers from convenience stores [4] Competitive Landscape - New entrants from different sectors, such as Three Squirrels and Kudi Coffee, are entering the convenience store market, intensifying competition [6] - Industry leaders emphasize the importance of "convenience" as a core value, which must evolve with consumer needs to ensure the survival of convenience stores [7] Strategies for Improvement - Enhancing product offerings and creating private labels are seen as essential strategies to combat homogenization [8] - Improving the quality-to-price ratio is crucial, with examples of consumers willing to travel further for better-priced products [8] - Focusing on fresh food offerings and leveraging the unique advantages of convenience stores, such as immediate access to hot meals, can help differentiate them from competitors [9][10] - Expanding service offerings, such as package collection and bill payment, can strengthen community ties and attract more customers [12] - Embracing digital transformation is vital for improving operational efficiency and customer engagement [12] - Exploring international markets presents an opportunity for growth, with a focus on localizing offerings to meet diverse consumer needs [12] Future Outlook - The industry must prioritize convenience, warmth, and innovation to navigate the evolving landscape and find sustainable growth [13]

Investment Rating - The report maintains an "Overweight" rating for the retail industry [1] Core Insights - The report highlights the upcoming inclusion of companies Bruker, Guming, and Mixue Group into the Hong Kong Stock Connect, indicating potential investment opportunities in new consumer sectors [4][9] - Bruker, as the leading building block toy brand in China, has achieved a market share of 30.3% in 2023, with a global market share of 7.4%. The company is expected to continue its rapid growth through new IP and product launches [4][9] - Guming, the leading ready-to-drink tea brand in China, has expanded its store count to 9,914 by the end of 2024, with a projected GMV of 22.4 billion yuan. The company is well-positioned to capture market share through its differentiated competitive advantages [4][10] - Mixue Group, a leader in affordable ready-to-drink beverages, has established a comprehensive supply chain and has expanded to 45,302 stores by September 2024. The company holds a 31% market share in the sub-10 yuan price segment [4][10] - The report suggests focusing on the newly included consumer brands and highlights the potential for increased brand value and market share due to changing consumer habits [4][11] Summary by Sections Industry Trends - The report notes a 1.29% increase in the retail index from June 2 to June 6, 2025, and a year-to-date increase of 9.30% [12][23] Company Valuation Table - The report includes a valuation table for various companies, indicating their market capitalization and projected earnings [21] Market Performance - The report provides insights into the performance of various indices, with the retail index showing a positive trend compared to other sectors [12][22]

Investment Rating - The report maintains an "Overweight" rating for the retail industry, indicating a positive outlook for the sector in the coming months [1]. Core Insights - The report highlights the upcoming inclusion of companies Bruco, Guming, and Mixue Group into the Hong Kong Stock Connect, which is expected to attract incremental capital allocation [4]. - Bruco, as the leading building block toy brand in China, has achieved a market share of 30.3% in 2023, with a global market share of 7.4%. The company is expected to continue its rapid growth through new IP, products, and channel expansion [4][9]. - Guming, the leading domestic ready-to-drink tea brand, has expanded its store count to 9,914 by the end of 2024, with a projected GMV of 22.4 billion yuan. The company is well-positioned to capture market share through its differentiated competitive advantages [4][10]. - Mixue Group, a leader in affordable ready-to-drink beverages, has established a comprehensive supply chain and has expanded to 45,302 stores by September 2024. The company holds a 31% market share in the sub-10 yuan price segment, indicating strong market presence [4][10]. - The report suggests focusing on new consumer brands such as Bruco, Guming, and Mixue Group, as well as collectible brands like Pop Mart and pet food sectors, which are expected to benefit from changing consumer habits and increased brand value [4][11]. Summary by Sections Industry Trends - The retail sector has shown a positive performance with a 1.29% increase in the Shenwan retail index from June 2 to June 6, 2025, and a year-to-date increase of 9.30% [12][23]. Company Valuation Table - The report includes a valuation table for various companies in the retail sector, providing insights into their market capitalization, closing prices, and projected earnings [21]. Market Performance - The report notes that the Shenwan retail index has outperformed other indices, indicating a robust market environment for retail stocks [12][23].