从网红到长红，这杯草凭什么火了一年？ 2024 年夏天，一抹陌生的绿色开始在茶饮品牌的菜单上蔓延。 它不是常见的抹茶，也不来自任何果汁，而是 以往 超市蔬菜区 更常见 的 "羽衣甘蓝"。这份 原本属于沙拉和西餐配菜的绿色叶子，被榨进了杯中，成为 新茶饮行业里最出人意料的主角。 而在此之前，羽衣甘蓝 在国内市场 的批发价不足一元，甚至经常 滞销 。 于是，当它被做成饮 品 推向大众时，外界 很难不产生 怀疑：一款卖不动的菜， 换成果蔬茶就 能卖得动 吗 ？ 市场的反映却超乎预期 。 第一杯 羽衣甘蓝 果蔬 茶自面世后，迅速点燃市场，随后各类品牌跟进， 由羽衣甘蓝主导的各类产品 迅速成为 一股消费趋势 。一时间 ， 不仅餐饮品牌争先恐后地将其写进菜单，甚至连零售行业也随处可见它的身影。 这一切的起点可以追溯到 2024年7月。 彼时 ，喜茶率先在茶饮中尝试加入羽衣甘蓝，并在两个月后将其系列化为 "超级植物茶"。自此，这种曾因口感受 限而停留在健康小众圈层的蔬菜，开始进入主流消费视野。 一年后，这股绿色风暴仍未停止 —— 日前喜茶在 "超级植物茶" 上新一周年之际公布全 系列累计销量突破一亿杯。 那么， 这场 堪称 ...

Core Insights - The article discusses the evolution of the new tea beverage industry over the past decade, highlighting significant product innovations and trends that have shaped consumer preferences [2][3]. Industry Evolution - The new tea beverage industry has experienced a "golden decade" from 2015 to 2025, marked by the emergence of "super milk teas" and innovative product offerings [2][4]. - Key products that defined this period include cheese milk cap tea, fresh fruit tea, and various unique flavors that have captured market attention [4][6]. Major Trends and Innovations - 2016 saw the rise of cheese milk cap tea, with brands like Heytea and Naixue introducing fresh fruit tea combinations, which became a hallmark of the new tea beverage era [4][6]. - The introduction of brown sugar drinks in 2017, such as the "dirty tea" from brands like Dujiaoxiang, created a new market segment and led to widespread popularity [8][10]. - By 2018, the market witnessed a surge in niche products, with brands like Shuyi and Hushang Ayi focusing on unique ingredients like grass jelly and red bean milk tea, leading to rapid expansion [14][16]. Product Highlights - Notable products from 2019 to 2020 included the introduction of creamy toppings and the "eight-treasure porridge" style drinks, which redefined consumer expectations for beverage complexity [19][21]. - The trend of using lesser-known fruits in beverages gained traction in 2021, with products like oil citrus and yellow skin fruit becoming popular, showcasing a shift towards unique flavor profiles [21][24]. - The introduction of health-focused beverages in 2023, such as light milk tea and avocado yogurt smoothies, reflects changing consumer preferences towards healthier options [29][31]. Future Outlook - By 2025, the industry is expected to continue evolving towards richer flavors and healthier options, with products like mint milk green tea and Thai salted yogurt gaining popularity [33][35]. - The article emphasizes that despite market saturation, true product innovation and quality will drive the industry's future growth, highlighting the importance of continuous improvement in ingredients and flavor profiles [35].

另外，喜茶也将人气现制茶饮的产品灵感延续到了瓶装产品中，带来了首款瓶装"超级植物茶"羽衣甘蓝 青瓜，上新后成为山姆酒水饮料品类新品销量第一名，并连续登上山姆各类热销榜单，成为继喜茶特浓 抹茶、50%果汁茶后的爆款瓶装产品。 9月19日，喜茶"超级植物茶"迎来上新一周年。据官方数据显示，"超级植物茶"全系列产品已售出超1亿 杯，截至目前已使用近300万斤的新鲜羽衣甘蓝。 2024年巴黎奥运会期间，喜茶响应全民运动健康风潮，推出的"夺冠纤体瓶"，随后更名为"羽衣纤体 瓶"。同时，喜茶还带来了去火纤体瓶、红菜头美颜瓶、能量纤体瓶、去油纤体瓶等多款人气单品，半 年内上新数量达8款。其中，"羽衣纤体瓶"与"去火纤体瓶"成为现象级单品。 而且，喜茶还深入原料上游，与高标准种植基地合作探索羽衣甘蓝的零农残种植，建立了"从基地到门 店"全程可追溯的全流程品质管理体系。 责任编辑：刘万里 SF014 ...

9月19日，喜茶「超级植物茶」迎来上新一周年。据官方数据显示，「超级植物茶」全系列产品已售出 超1亿杯，喜茶坚持采用新鲜的羽衣甘蓝每日现榨，截至目前已使用近300万斤的新鲜羽衣甘蓝，而喜茶 首创的系列产品「羽衣纤体瓶」与「去火纤体瓶」持续热卖至今，成为新茶饮菜单上的经典产品选项。 作为喜茶的新晋人气品类，「超级植物茶」自去年以来持续引发消费热潮。延续系列灵感，喜茶深入探 寻全球超级植物，不断为消费者打造差异化的健康茶饮选择，不仅推出了多款人气单品，持续引领新茶 饮的产品研发趋势，还推动了健康小众原料的普及与品质升级。在「超级植物茶」的带动下，羽衣甘蓝 成为当下最炙手可热的明星原料之一。 基于品类探索，喜茶不断研发拓展产品形态的边界，将人气现制茶饮的产品灵感延续到了瓶装产品中， 带来了首款瓶装「超级植物茶」—— 羽衣甘蓝青瓜，上新后迅速成为山姆酒水饮料品类新品销量第一 名，并连续登上山姆各类热销榜单，成为继喜茶特浓抹茶、50%果汁茶后的又一款爆款瓶装产品，为消 费者带来超越场景限制的「超级植物茶」体验。在社交媒体平台上，喜茶羽衣甘蓝青瓜也频频占据消费 者热议话题，被许多消费者列入"山姆必买清单"。 持续差异化引 ...

Core Insights - The article discusses the rising popularity of unconventional vegetables in the restaurant industry, highlighting their unique flavors and health benefits, which attract both consumers and restaurant owners [1][16]. Group 1: Emerging Vegetables - Wrinkled kale, also known as "皱叶甘蓝," is gaining traction in hot pot and Chinese restaurants due to its nutritional value and unique texture, making it suitable for various cooking methods [5][8]. - The introduction of "板蓝根青菜," a new variety of oilseed rape developed by Huazhong Agricultural University, has led to its rapid adoption in menus across various restaurants, despite initial consumer skepticism [9][12]. - "沙葱," or "戈壁菜," is being increasingly utilized in Western cuisine, particularly in dishes that require a flavorful yet mild ingredient, showcasing its versatility in cooking [13][15]. Group 2: Consumer Trends - The health trend is a significant driver for the popularity of these vegetables, as consumers are drawn to their perceived health benefits, such as high vitamin content and unique flavors [16][19]. - The curiosity factor plays a role in consumer interest, as the unusual appearance of vegetables like wrinkled kale encourages people to try them [17][19]. - The diverse cooking methods available for these vegetables, such as stir-frying and boiling, lower the barriers for both restaurants and consumers, facilitating their integration into mainstream cuisine [19][20].

Core Insights - The rise of unconventional vegetables like wrinkled kale and banlangen (板蓝根) has become a trend in the restaurant industry, attracting both adventurous eaters and those hesitant to try them [1][9] - Health-conscious trends in the beverage sector have led to the popularity of nutrient-rich ingredients such as kale, with brands like Heytea and Cha Ba Dao introducing products featuring these vegetables [1][5] - The unique appearance and nutritional benefits of these vegetables have spurred their adoption in various dining establishments, including hot pot and Chinese restaurants [5][8] Group 1: Wrinkled Kale - Wrinkled kale, a close relative of kale, has gained traction in hot pot and Chinese restaurants due to its thick leaves and ability to retain flavor and nutrients [5][8] - Many restaurants emphasize the health benefits of wrinkled kale, promoting it as a nutritious option on their menus [5][8] - Retail platforms like Hema Fresh have reported strong sales for wrinkled kale, with a notable increase in monthly sales since its introduction [8] Group 2: Banlangen (板蓝根) Vegetable - Banlangen vegetable, a new variety developed from a cross between traditional oilseed rape and banlangen, has quickly gained popularity in restaurants [9][12] - The vegetable is marketed for its health benefits, including high vitamin content, and is being incorporated into various dishes across different cuisines [9][12] - Retailers and suppliers are actively promoting banlangen vegetable, with platforms like Hema Fresh and Dingdong Maicai featuring it prominently [9][12] Group 3: Gobi Vegetable (沙葱) - Gobi vegetable, known for its adaptability to harsh environments, is increasingly being featured in restaurants, particularly those specializing in Northwest cuisine [13][14] - Its unique flavor and versatility in cooking methods have made it a popular choice for various dishes, including stir-fries and dumplings [14][15] - Retailers are also recognizing the potential of Gobi vegetable, with fresh produce platforms introducing it to consumers [16] Group 4: Factors Driving Popularity - The rise of these unconventional vegetables aligns with current health trends, as consumers are drawn to their perceived health benefits and unique flavors [17][19] - The curiosity factor plays a significant role, as consumers are eager to try visually distinct vegetables like wrinkled kale [17][19] - The versatility in cooking methods and low preparation difficulty of these vegetables facilitate their adoption in both B2B and B2C markets [19]

Core Insights - The article highlights the rapid expansion of Chinese tea brands in the U.S. market, with a notable increase in overseas store openings, particularly in high-demand areas like Silicon Valley and New York [1][7][19] - The shift from Southeast Asia to the U.S. as a primary target for expansion reflects a strategic move by brands to establish long-term brand influence and product recognition in a mature market [7][19] Expansion Trends - Chinese tea brands have seen a sixfold increase in overseas store numbers over the past year, with over 100 stores now in the U.S., making it the fastest-growing market for new tea brands [1][19] - Brands like Heytea, Nayuki, and Bawang Chaji are entering the U.S. market, indicating a trend towards higher-tier market challenges after gaining experience in Southeast Asia [6][19] Market Dynamics - The U.S. ready-to-drink tea market is expanding rapidly, with a projected annual growth rate of 9.1%, and the market size expected to exceed $8 billion by 2030 [9][19] - Brands are targeting young consumers aged 18-35, focusing on high-traffic areas for store locations, such as shopping centers and university neighborhoods [8][19] Sales Performance - Notable sales figures include Heytea's first-day sales of 3,500 cups in New York, translating to approximately 210,000 RMB, and Bawang Chaji's opening day sales exceeding 5,000 cups in Los Angeles [10][19] Cultural and Supply Chain Considerations - The expansion into the U.S. market involves cultural adaptation and supply chain challenges, with brands needing to localize products and establish efficient supply chains [17][18] - Heytea has partnered with local suppliers in the U.S. to ensure quality and consistency in its offerings, becoming the first tea brand to build a systematic supply chain overseas [18][19] Future Outlook - Despite challenges, the overseas market presents significant growth opportunities for tea brands, as the domestic market faces saturation [19]

Core Insights - The new tea beverage industry is experiencing a structural explosion this year, driven by consumption upgrades and innovative marketing strategies [3][4][9] Market Overview - The Chinese ready-to-drink tea market is expected to exceed 368.9 billion yuan by 2025, with the Chinese-style new tea segment surpassing 200 billion yuan and a compound annual growth rate of 15% [4] - As of now, there are over 304,000 new tea-related enterprises in China, with more than 15,000 newly registered this year [4] - The market is gradually saturating, with a projected market size of 354.72 billion yuan in 2024 and a potential to exceed 400 billion yuan by 2028 [4] Consumer Trends - New tea consumers are numerous and highly engaged, with a significant portion of young people gaining awareness of traditional Chinese tea culture through new tea beverages [5][10] - The trend towards healthier options is evident, with an increasing number of middle-aged consumers trying low-sugar and low-fat products [4][5] Innovation and Development - Innovation is the core driving force of the new tea beverage industry, encompassing product, technology, and cultural dimensions [7][8] - Product innovation includes the incorporation of diverse ingredients like fresh fruits and low-calorie options, catering to health-conscious consumers [7][8] - Technological advancements such as automated tea-making equipment and digital supply chain management are enhancing production efficiency and product quality [8] Competitive Landscape - The industry is witnessing a wave of IPOs, with several brands like Nayuki and Heytea going public to fund expansion and digital upgrades [9][10] - The competition is intensifying, with brands facing pressure to maintain growth amidst a crowded market [9][11] International Expansion - Many new tea brands are looking to expand overseas, with significant growth in Southeast Asia and other international markets [10] - For instance, Mixue has over 4,800 stores abroad, while other brands are also establishing a presence in countries like South Korea, Thailand, and Australia [10] Challenges Ahead - The industry faces challenges such as price wars and quality control issues, which could impact brand reputation and consumer trust [11] - Some brands are actively rejecting price competition and focusing on quality and innovation to sustain their market position [11]

Core Insights - Heytea has officially opened its store in Cupertino, California, making it the first new tea brand to enter the headquarters of Apple and other tech companies in Silicon Valley [1] Expansion and Growth - Within a year, Heytea has rapidly expanded from 2 to over 30 stores in the United States, with total overseas stores surpassing 100, marking a growth of over 6 times in the past year [5] - Heytea has entered various international markets including Singapore, the UK, Canada, Australia, Malaysia, the US, South Korea, and Japan, covering 28 overseas cities [5] Store Location Strategy - The company prefers to establish stores in landmark commercial areas, focusing on high-potential coastal markets in the US, including Hollywood, Cupertino, and South Coast Plaza in Los Angeles [5] Product Strategy - Heytea's "Coconut Mango" has achieved nearly 2.5 million cups in overseas sales, with over 1 million cups sold in the US market [5] - The company has accelerated the introduction of popular products from the Chinese market to overseas markets since 2025, launching over 10 differentiated products that performed well domestically [5] Supply Chain Management - Heytea has established multiple warehousing centers in the US, UK, Malaysia, and Australia to support its overseas operations, ensuring a unified supply of core product ingredients [5] - The company has partnered with leading suppliers like Sysco for localized procurement of 13 core categories, addressing challenges related to dairy stability and fruit freshness through a "regional center + front warehouse" model [6] Delivery and Service Enhancement - In January 2025, Heytea will launch its self-operated delivery service in the US, integrating in-store, self-pickup, and delivery options to enhance order fulfillment efficiency [6]

Core Insights - The new tea beverage industry is innovating by exploring and promoting niche fruits, which is a typical path driven by consumer upgrades forcing supply-side innovation, positively impacting rural revitalization, increasing farmers' income, and enhancing the innovation capacity of new tea beverage companies [1][6] - The market for new-style tea beverages in China is projected to reach approximately 354.7 billion yuan in 2024, with a year-on-year growth of 6.4%, and is expected to exceed 400 billion yuan by 2028 [1] Industry Development - The new tea beverage trend began over a decade ago, with brands like Heytea and Nayuki leading the charge, and the market has seen rapid expansion, with over 304,000 related companies in China as of now, and an expected addition of over 15,000 by 2025 [3] - Consumer loyalty to new-style tea beverages is high, with 87.9% of consumers purchasing them at least twice a week, and 26% planning to increase their consumption frequency in 2024 [3] Consumer Preferences - There is a significant shift in consumer preferences towards healthier options, with many opting for low-calorie, sugar-free, and fresh fruit-based tea drinks, reflecting a growing awareness of nutrition and health [5][6] - The introduction of products like the "Kale Slimming Bottle" by Heytea, which combines kale with various fruits and green tea, highlights the trend towards health-conscious beverage choices [5] Cultural Impact - New tea beverages serve as a modern expression of tea culture, appealing to younger consumers and enhancing their understanding of traditional Chinese tea [7][9] - The integration of traditional cultural elements into product design, such as the "Famous Paintings Milk Tea Cup" series by Tea Yan Yue Se, aims to attract younger consumers and promote Chinese culture [8][9] Innovation and Sustainability - Companies are focusing on sourcing high-quality, sustainable raw materials, with Heytea selecting over 12,000 acres of premium tea gardens and collaborating with farmers for fruit production [6] - Initiatives like Nayuki's "No Sugar Natural Nutrition+" plan aim to promote healthier beverage options while supporting local agriculture [6]