近日，网易财经的一份测评，让一众茶饮品牌备受关注。测评结果显示，喜茶、茉莉奶白等多家茶饮品 牌的产品被检出反式脂肪酸，其中多家品牌宣称饮品为"0反式脂肪酸"。不少消费者产生疑问，这些商 家是否涉嫌虚假宣传？ 对此，多个茶饮品牌相关负责人告诉南都湾财社记者，其饮品中检测出微量的反式脂肪酸，但是数值均 低于0.2g/100g ，符合食品安全国家标准关于"0反式脂肪酸"（低于0.3g/100g）的声称要求。而饮品中之 所以被检出反式脂肪酸，是来源于乳及乳制品中的天然反式脂肪酸，而非刻意添加。 5款饮品被检出微量反式脂肪酸 其中有2款样品宣称"0反式脂肪酸" 此次送检的茶饮品牌包括喜茶、奈雪、蜜雪冰城、茉莉奶白、霸王茶姬、爷爷不泡茶、沪上阿姨、茶百 道共计8个品牌。根据测评结果，喜茶、奈雪、茉莉奶白、霸王茶姬、爷爷不泡茶等5个品牌被送检的一 款饮品被检出反式脂肪酸，蜜雪冰城、沪上阿姨、茶百道的送检饮品则未检测出反式脂肪酸。 根据评测结果，这5个品牌的饮品被检出的反式脂肪酸含量在0.0117g/100g-0.113g/100g。具体而言，喜 茶的烤黑糖波波牛乳茶反式脂肪酸含量为0.113g/100g，奈雪的金色山脉珍珠 ...

8月25日，一场"奶茶含有反式脂肪酸"的测评在社交平台迅速发酵。 喜茶、奈雪、茉莉奶白、霸王茶姬、爷爷不泡茶等品牌集体中枪。 喜茶第一时间回应，直指测评内容为"不实信息，严重误导消费者"。 这到底是怎么回事？ 多品牌陷入"反式脂肪酸风波"，喜茶率先回应：信息不实！ 昨天（8月25日），一场"反式脂肪酸风波"，再次让茶饮行业陷入舆论漩涡。 有媒体测评称，喜茶、奈雪、茉莉奶白、霸王茶姬、爷爷不泡茶品牌产品检测出反式脂肪酸。 消息一出，引发不少消费者恐慌。 喜茶方面解释，牛奶等乳品中存在天然来源的反式脂肪酸，这也导致使用真奶的产品检测出微量反式脂肪酸的现象。 当天傍晚，喜茶迅速回应指出：该内容为不实信息，严重误导消费者。 喜茶烤黑糖波波牛乳茶产品被检测出反式脂肪酸含量为0.113g/100g，该含量符合食品安全国家标准（GB28050-2011）关于"0反式脂肪酸"（低于 0.3g/100g）的声称要求。 喜茶在回应中重申：将持续以"真奶、真茶、真果、真糖"等品质原料，为消费者带来符合"0植脂末、0氢化植物油、0反式脂肪酸、0奶精、0香精、0果葡 糖浆、0速溶茶粉"要求的健康茶饮产品。 回顾事件起因，源于一篇关于奶 ...

Core Viewpoint - The article discusses the rapid expansion and challenges faced by the new tea brand "爷爷不泡茶" (Grandpa Doesn't Brew Tea), highlighting its impressive growth in the competitive tea beverage market while also addressing issues related to customer complaints and market saturation [3][4][30]. Group 1: Company Overview - "爷爷不泡茶" has expanded to over 1,200 stores across 24 provinces and 163 cities within a year, achieving a growth rate of over 400% [5][6]. - The brand was founded in 2018 in Wuhan and initially named "爷爷泡的茶" (Grandpa Brews Tea), inspired by the founder's admiration for Jay Chou [10][11]. - The brand underwent a strategic rebranding in 2022, focusing on innovative tea products that reflect Hubei's tea culture [13][18]. Group 2: Market Position and Competition - The new tea beverage market is highly competitive, with many brands experiencing slow expansion, while "爷爷不泡茶" has managed to grow rapidly [6][30]. - The brand's products incorporate local Hubei flavors, such as the "恩施玉露" (Enshi Yulu) tea, but faces challenges of product homogeneity in a crowded market [20][21][22]. - The brand's recent product launch, "空山栀子" (Empty Mountain Gardenia), aims to capture market attention but is not unique to the brand, as competitors also offer similar products [21][22]. Group 3: Expansion Strategy - The brand's rapid growth is attributed to its franchise model, allowing for quicker market penetration compared to traditional direct store openings [30][31]. - "爷爷不泡茶" offers a lower entry cost for franchisees, making it an attractive option compared to competitors like "霸王茶姬" (Bawang Chaji) [34]. - The brand plans to reach 4,500 stores by the end of 2025, with ambitions to challenge the 5,000-store mark [39]. Group 4: Challenges and Consumer Feedback - Despite rapid growth, the brand faces significant challenges, including customer complaints about product quality and service, such as the "half cup" issue [35][41]. - Franchisees express concerns about profitability, citing high operational costs and low revenue due to aggressive promotional strategies [41][42]. - The brand's decentralized store distribution complicates supply chain management and quality control, which could hinder future growth [36][37].

Core Insights - The "light entrepreneurship" model, exemplified by opening milk tea shops, is increasingly popular among young people, particularly those born in the 1990s and 2000s, due to their deep understanding of consumer preferences in this sector [1][3] - Young entrepreneurs often lack mature business experience, leading many to choose to franchise established milk tea brands, which can provide a more structured path to success [1][3] Industry Trends - The best franchise opportunities are not necessarily with the current market leaders but with brands that have significant future growth potential, allowing young franchisees to grow alongside the brand [3][4] - "爷爷不泡茶" (Grandpa Doesn't Brew Tea), a brand from Wuhan, is projected to be the fastest-growing milk tea brand in 2024, with plans to open over 1,000 new stores, representing an 8-fold increase in scale [3][4] Brand Development - Successful milk tea brands typically undergo three major tests: opening franchises, surpassing 1,000 stores, and achieving an annual franchise increase of over 1,000 stores, indicating a strong growth trajectory [4] - "爷爷不泡茶" has already surpassed 2,500 stores by mid-2025, with a significant increase in new store openings, confirming its rapid expansion [4] Marketing and Consumer Engagement - Brands with a "viral" effect can attract attention, but the key to sustained growth lies in the differentiation of their flagship products [6][9] - "爷爷不泡茶" combines traditional tea culture with innovative products, such as the "Lychee Ice Brew," which has become a top seller, demonstrating the importance of product uniqueness in maintaining market interest [6][9] Target Audience Understanding - Effective marketing strategies that resonate with young consumers are crucial for success in the competitive tea market [8][9] - "爷爷不泡茶" has successfully engaged with young consumers through targeted marketing campaigns, such as a recent initiative that provided free drinks to graduates, which resonated well with the target demographic [8][9]

Core Insights - The tea beverage market in China is becoming increasingly competitive, with a projected market size of 312.7 billion yuan in 2024, reflecting a growth of 20.97% from the previous year [1] - The brand "爷爷不泡茶" has emerged as a leader in this saturated market, achieving an eightfold increase in store count within a year, highlighting its successful strategy of tapping into emotional value and creating long-lasting popular products [1][3] Market Overview - The Chinese ready-to-drink tea market is expected to reach 368.9 billion yuan by 2025, with growth rates slowing due to market saturation and intense competition among numerous tea brands [1] - The brand "爷爷不泡茶" has capitalized on this competitive landscape by rapidly expanding its presence and product offerings [1][9] Product Strategy - "爷爷不泡茶" has developed a signature product, "空山栀子," which combines high-quality ingredients and innovative recipes, achieving a repurchase rate three times higher than similar new products [3][6] - The brand's product line includes "栀子龙眼椰" and "荔枝冰酿," which have gained popularity among consumers, particularly the younger demographic [3][4] Emotional Value and Brand Positioning - The company emphasizes the importance of emotional value in its products, aiming to provide not just refreshments but also a means to enhance consumer experiences [6] - The brand's marketing strategies include collaborations with popular figures and social media campaigns to resonate with younger audiences [6][7] Supply Chain and Expansion - "爷爷不泡茶" has successfully expanded to over 2,200 stores across more than 30 provinces, with an average of 2.7 new stores opening daily, while maintaining product quality through effective supply chain management [9] - The company has established temperature-controlled storage facilities and a cold chain logistics system to ensure product consistency and quality [9][10] Collaboration and Innovation - The establishment of a "栀子花绿茶实验室" in 下姜村 aims to leverage local agricultural resources for product development, showcasing the brand's commitment to quality and community engagement [10]