茶饮景区门店销量"狂飙" 今年"旅游过年"成为主流，直接带动了位于交通枢纽及景区周边的茶饮门店销量。茶百道数据显示，重 庆、成都、上海、北京、杭州等五大旅游热门城市销量领跑全国。更值得关注的是，随着"反向旅 游"和"小众游"的兴起，一些冷门目的地迎来了爆发式增长。甘肃嘉峪关、四川阿坝州、湖北潜江等"小 众目的地"进入茶百道销量增幅前十，其中部分景区门店销量涨幅高达4500%。霸王茶姬位于景区、高 速服务区的重点门店销量也较假期前增长超200%。 在广西靖西市，一家古茗门店日常销量1000多杯的门店在春节期间日均销量达到了3200多杯，甚至吸引 了不少越南游客前来打卡。文旅消费的强劲拉动力，让新茶饮成为了旅游体验中不可或缺的一环。面对 旺盛的消费需求，不少品牌提前布局，茶百道针对加盟商推出多项补贴激励政策，今年选择"春节不打 烊"的门店明显增多，在充分满足消费者需求的同时，也为门店增收增利。 下沉市场潜力爆发，多元场景激活"返乡消费" 同样引人注目的，是下沉市场的巨大潜力以及消费场景的多元延伸。随着一线城市青年返乡过年，大城 市的消费习惯也被带回了家乡，乡镇门店成为"返乡青年"的社交场。 2026年马年春节，被 ...

2026年农历马年新春，益禾堂以「竹启新岁 以梦为马」为主题，围绕视觉创新、新品上新、主题门店焕新及公益行动展开系统化布局：携手国际插画艺术 家打造春节视觉体系，推出竹香系列新品，落地181家沉浸式主题门店，并在除夕当天于全国1500余家门店发起「除夕益点心意」骑士关怀行动。 如果说销量是结果，那么驱动增长的，是"益趣东方敬年轻"的系统表达能力。 视觉层面，益禾堂将东方美学作为春节沟通的第一触点。品牌携手国际插画艺术家Charlotte Gastaut，以"竹""马"为核心意象，构建出一套兼具传统韵味与现 代审美的新春视觉体系。该视觉系统不仅应用于线上传播物料，更全面延展至线下包材、门店陈列等实体触点。 在社交平台，#益禾堂高奢设计师联名##益禾堂竹香新品#相关话题总曝光量超3.5亿次，用户自发分享带动自然扩散。这场"刷屏"背后，不仅体现了单品热 度，更展现了品牌"益趣东方敬年轻"理念与年轻消费群体的深度情感连接。 春节销量突破1900万杯，实现规模与结构双增长 春节消费窗口期，益禾堂凭借扎实的产品创新与深厚的文化共鸣交出亮眼答卷，全国销量突破1900万杯，同比增长35%。经典大单品"益禾烤奶"销量达250 ...

"史上最长春节 假期"落下帷 春节出游带 火"奶茶经济" ， 部分品牌广东门 店日均销量超 2500杯_南方+_ 南方plus 幕，新茶饮品牌 迎来消费"开门 红"。日前，多 家品牌先后公布 春节"战报"，整 体表现亮眼，其 中上海、北京、 重庆、成都、广 州、深圳等热门 目的地销量持续 领跑，更有品牌 广东、广西等多 地门店日均销量 突破2500杯。 一线城市火热， 下沉市场爆发 文化和旅游部数 据中心测算，春 节假期9天，全 国国内出游5.96 亿人次。无论是 回家过年还 是"反向过年" ， 都给新茶饮销售 带来了巨大客流 量。 一线城市作为旅 游热门目的地与 团圆聚会核心场 景，门店持续保 持高客流密度。 霸王茶姬、茶百 道、茉莉奶白等 品牌数据显示， 北京、上海、广 州、深圳、重 庆、成都、杭州 等热门目的地的 门店销量持续领 跑。其中，霸王 茶姬广东、广西 等多地门店日均 销量突破2500 杯。 与此同时，低线 城市及县城核心 商圈展现出强劲 的消费潜力，成 为今年春节新茶 饮增长的核心引 擎。三线及三线 以下城市门店是 书亦烧仙草销量 最重要的贡献渠 道，乡镇店表现 尤为亮眼，日店 均销量突破54 ...

从热点城市分布看，伴随不少年轻人选择邀请父母到工作城市团聚，"反向流动"带动除夕、初一客流向大城市集聚。 北京、深圳两地海底捞门店除夕及大年初一客流分别较去年同期增长超过18%和17%。与此同时，长沙、杭州、西 安、三亚等地海底捞的除夕预订中则显示出，不少外地顾客以"旅游+团圆"的方式过除夕。 春节返乡和旅游出行热，给在热门旅游城市、下沉市场、重点景区、交通枢纽拥有布点优势的品牌，带来足够多的机 遇。 家庭团聚带来的县域、乡镇和超一线城市的人流聚集，让不少餐饮门店的"春节不打烊"策略，实现了预期中的业绩大 涨。而品牌给加盟商的补贴、给一线员工子女的安置福利，也让产业链上的更多从业者分享到这份额外成果。 长达9天的春节假期，催化了春节返乡及出游人流增加。据华创证券引用数据显示，春节假期前两天，全国重点零售 和餐饮企业日均销售额同比增长10.6%，假期前四天同比增长8.6%；重点监测的78个商圈的假期首日客流量、营业额 分别同比提升23.2%和33.2%，前三天分别增长4.5%和4.8%。 "集团春节期间全国总营收超7000万元，客流量超百万人次。"呷哺呷哺集团方面透露，在呷哺呷哺，最受欢迎的锅底 ——印度风味咖 ...

茶百道相关负责人介绍，为更好承接旺盛的春节消费需求，品牌提前制定了多项面向加盟商的补贴激励 政策，今年选择春节正常营业的门店明显增多，在充分满足消费者需求的同时，也为门店增收增利。广 东省的一位茶百道加盟商表示，今年春节门店全程不打烊，整体业绩较平日显著增长，扣除假期新增的 人力、水电、物料等成本，今年春节"不打烊"一共带来约5万元的额外利润。 （文章来源：新京报） 甜啦啦"一杯好茶，好运加马"主题营销活动也交出亮眼成绩单。活动期间，全国门店客流激增，部分门 店业绩环比增长超1500%，超千家乡镇店业绩环比增长超800%。品牌以"推爆品、焕新装、赠纯茶"三 大核心动作，实现了短期销量爆发与长期品牌价值沉淀的双重目标。 2026年春节期间（2月15日—2月23日），益禾堂实现营业额同比增幅超35%。同期，春节期间总杯量较 去年春节期间同比增长28%。单日数据方面，今年大年初一（2月17日）实现营业额比2025年大年初一 （1月29日）增长10%；当日杯量较去年同期同比增长4%。从区域来看，益禾堂生意最好的省份是广 西、河北、河南。其中形成了"广西稳底盘、提效益，豫冀抢份额、树标杆"的双轮驱动格局。上海、北 京、 ...

新京报讯(记者王子扬)新春假期，不少商家推出"春节不打烊"服务，在"年节经济"带动下，供需两端同 步发力，消费市场迎来了马年"开门红"。寒假与史上最长的9天春节假期叠加，旅游市场格外火热。从 新茶饮品牌茶百道、霸王茶姬、喜茶、甜啦啦、益禾堂等品牌的数据来看，热门旅游城市的门店销量增 速领跑，核心产品销售业绩再创新高。 2026年春节期间(2月15日—2月23日)，益禾堂实现营业额同比增幅超35%。同期，春节期间总杯量较去 年春节期间同比增长28%。单日数据方面，今年大年初一(2月17日)实现营业额比2025年大年初一(1月29 日)增长10%；当日杯量较去年同期同比增长4%。从区域来看，益禾堂生意最好的省份是广西、河北、 河南。其中形成了"广西稳底盘、提效益，豫冀抢份额、树标杆"的双轮驱动格局。上海、北京、重庆、 成都、广州、深圳等热门目的地，霸王茶姬门店的销量持续稳居全国前列，同时低线城市及县城核心商 圈展现出强劲的消费潜力，广东湛江、广西贵港等多地门店日均销量突破2500杯。 产品方面，春节假期，喜茶旗下的奇兰粉芭乐、奇兰苹果杏等茶特调产品以全新的产品结构和风味，成 为全国各地消费者都喜爱的春节新茶饮爆款 ...

Core Insights - Yihetang is transitioning from rapid store expansion to a focus on localized operational capabilities as it enters a new phase in the Southeast Asian market, marked by a dual strategy of "scale expansion + brand building" [1] Group 1: Marketing Strategy - The core of Yihetang's overseas marketing is "cultural empathy," utilizing local culture as a foundation for engagement through youthful language and actions [3] - During Valentine's Day, the "Tang Tang" IP mascot engaged in a large-scale parade in Kuala Lumpur, attracting young consumers and generating significant social media buzz [3] - The brand launched a "Valentine's Day Limited Cup Sleeve Check-in Challenge," encouraging social media participation with prizes, enhancing consumer interaction [5] Group 2: Product Offerings - Yihetang's introduction of dual cup packages reflects its scene-based operational strategy, effectively driving sales in stores with popular products [7] - The combination pricing of RM9.90 for specific drink pairings has proven successful in meeting diverse consumer needs [7] Group 3: Strategic Framework - Yihetang's marketing success is attributed to a long-term strategy of "cultural first, systematic support, and deep cultivation," focusing on quality over quantity in its Southeast Asian expansion [8] - The brand's operational model emphasizes "headquarters empowerment + local decision-making," allowing local teams to tailor strategies to fit local emotional and consumption trends [12] Group 4: Brand Narrative - Yihetang's overseas narrative has evolved from merely exporting products to systematically delivering brand philosophy and a mature localized operational framework [14] - The Valentine's Day marketing campaign exemplifies the brand's ability to convey the charm of modern Eastern tea culture through localized expressions [14] - The company aims to transition from "going out" to "taking root" in Southeast Asia, building brand competitiveness through localization as a strategic key [14]

Core Insights - The article highlights the booming IPO activity of Chinese new tea brands in 2025, marking it as the "Year of New Tea Drink IPOs" with multiple brands going public in quick succession [1][2] - The competitive landscape of the new tea drink industry is largely determined by the number of stores, with leading brands like Mixue Ice Cream and Tea, and Gu Ming having significant store counts [2][3] - The article emphasizes the importance of supply chain management and differentiation in driving the success of tea brands in the capital market [8][11] Group 1: IPO Activity - The IPO of Hu Shang A Yi on May 8, 2025, saw its opening price rise by 68% compared to the issue price, continuing the trend of successful listings in the new tea drink sector [1] - Other notable IPOs include Gu Ming in February, Mi Xue Ice City in March with a subscription rate of 1145 times, and Ba Wang Tea Ji in April, which became the first Chinese tea brand listed on NASDAQ [1] - The article mentions the previous listings of Nayuki and Cha Bai Dao, bringing together the "Six Little Dragons" of the new tea drink industry [1] Group 2: Store Count as a Key Indicator - Store count is identified as a critical metric for determining brand positioning in the new tea drink market, with Mixue leading with 44,000 stores [2] - As of September 2025, Gu Ming had increased its store count by 507 since June, while Hu Shang A Yi joined the "10,000 store club" with 10,739 stores [2] - Sweet Lala is preparing for an IPO in 2025, currently operating 6,382 stores, with plans to expand further into rural areas [3] Group 3: Supply Chain Management - The article discusses the significance of supply chain efficiency in the new tea drink sector, with brands like Cha Yan Yue Se investing heavily in self-built supply chains to control quality and costs [8][10] - Sweet Lala employs a mixed model of self-production and large-scale procurement, while also establishing production bases to enhance supply chain capabilities [10] - The competitive advantage in the new tea drink market is increasingly tied to the ability to manage supply chains effectively, as brands seek to differentiate themselves [8][11] Group 4: Differentiation Strategies - The new tea drink market is experiencing a shift towards differentiation, with brands like Jasmine Milk White focusing on unique flavor profiles and product offerings [11][13] - Tea Yan Yue Se has diversified its business by developing sub-brands, enhancing consumer trust and engagement [11][14] - The article notes that successful brands are leveraging unique product offerings and strong supply chain management to attract both consumers and investors [11][15]