以上的画面，都透露着一个信息：捧着奶茶打卡拍照，已成为年轻人旅游的标配。这样的消费场景，同时也催生了一批主打"地域+文旅"特色的奶茶店。 月营收过百万，全国开店……一批主打"地域+文旅"特色的奶茶店火了 当传统奶茶陷入价格战泥潭时，一批主打"地域+文旅"特色的奶茶店却在弯道超车，不仅实现区域爆红，甚至还开启了全国规模化的扩张。 比如江西鲲茶，近两年凭借汉服演奏、瓦罐奶茶以及仿古装潢等标签在社交平台爆火。相关话题在小红书引发超23万次讨论，在抖音更是获得4.6亿次播 放。 图片来源：抖音截图 文 | 红餐网 桂湘 编辑 | 李唐 晚上8点，在江西鲲茶万寿宫店里，跟朋友出来旅游的晓玲，刚把自己捧着瓦罐浮梁雪山奶茶的照片发完朋友圈，就专注地欣赏鲲茶门店的汉服夜场演 奏。到景区打卡一杯当地特色奶茶，已经是她旅游必备。 类似的场景也出现在泉州西街的霸王茶姬门店。小李手捧着两杯伯牙绝弦，正陪着女朋友排着长队，他们打算等会儿去门店三楼的打卡点，拍上一张美美 的游客照。 线上话题的高爆，带动了江西鲲茶线下门店的火爆。尤其是其万寿宫店，据鲲茶创始人透露，该门店月营收稳定超100万元。该门店爆火后，官方小程序 显示，目前江西鲲茶 ...

Core Insights - The article highlights the rise of "sweet chaozi milk tea" in Lanzhou, which combines local flavors with modern beverage trends, becoming a popular choice among consumers and a symbol of regional cultural identity [1][5][9] Group 1: Product Innovation - The "Fang Ha" tea brand successfully transformed traditional local ingredients like sweet chaozi and fermented vegetable water into modern drinks, achieving annual sales of over 5.3 million cups for sweet chaozi milk tea [5][11] - The development process involved overcoming initial skepticism and taste challenges, ultimately leading to a balanced flavor profile that resonates with local consumers [3][4] - New product innovations, such as "lemon mint fermented water" and "lemon cucumber fermented water," have been introduced to cater to younger consumers' preferences [4][11] Group 2: Market Expansion - "Fang Ha" has expanded to 133 stores across Gansu, Shaanxi, Qinghai, and Ningxia, indicating a growing market presence and demand for local flavors [5][10] - The brand's strategy includes integrating local cultural elements into its marketing, such as collaborating with local events like marathons to enhance brand visibility [9][10] Group 3: Cultural Integration - The tea brands emphasize the importance of cultural storytelling, positioning their products as not just beverages but as experiences that reflect the rich heritage of the Northwest region [9][10] - The "Ciyuan Tea House" initiative aims to modernize traditional Chinese medicine concepts, appealing to younger demographics while maintaining cultural authenticity [7][11] Group 4: Challenges and Future Outlook - The industry faces challenges in consumer acceptance of unique local flavors, as many consumers are accustomed to sweeter, more artificial tastes [11][12] - There is a need for continuous innovation and education to bridge the gap between traditional flavors and modern consumer preferences, ensuring sustainable growth in the market [10][11]

Core Insights - The tea beverage industry is experiencing a surge in popularity, particularly with the integration of local ingredients and traditional snacks, creating unique flavors that appeal to a wide audience [1][2][3] Group 1: Product Innovation - The company "放哈" has successfully combined traditional local ingredients like sweet fermented milk tea and fermented vegetable water to create innovative drinks that are refreshing and beneficial for health [1][2] - Daily sales of sweet fermented milk tea reach approximately 30,000 cups, with over 5.3 million cups sold last year, while the fermented vegetable water series averages 5,000 cups daily during its seasonal availability [2] - Other brands, such as "兰与茶," are also innovating by incorporating local specialties like quinoa and rose into their tea products, resulting in a variety of unique offerings [3] Group 2: Health and Wellness Focus - The "慈茶馆" emphasizes health by using traditional Chinese medicine principles in their drink formulations, featuring ingredients like astragalus and angelica, aiming to introduce young consumers to traditional wellness practices [4][5] - The brand's approach is to create "drinkable ancient formulas," leveraging local medicinal herbs to promote a culture of health and wellness through tea [4] Group 3: Market Expansion - "放哈" has expanded its presence across four provinces in Northwest China, with a total of 133 stores, indicating a growing market footprint [2] - The collaboration between "慈茶馆" and the Gansu Provincial Museum highlights efforts to blend traditional culture with modern consumer products, enhancing brand visibility and cultural significance [5]