来源：于见专栏 凭借一款芝士茶，喜茶快速出圈。随后鲜果茶的面世，又让其成为茶饮界炙手可热的顶流。高质创新才 是喜茶立足市场的杀手锏，然而随着价格战的打响，喜茶却自乱阵脚，随波逐流变得越来越不讨喜。 作者：虞尔湖 运营：余溯 我们第5946篇原创 在严寒干燥的冬季，喝上一杯热乎乎的奶茶已经成为当代年轻人的日常习惯。尤其年末岁初这段时间节 日氛围浓厚，向来是各大茶饮品牌大显身手的好时机。例如上个月22日，喜茶和泡泡玛特旗下知名IP星 星人就展开了联名活动。 双方以"冬日有星星"为核心概念，营造治愈感，推出了一系列限定饮品和徽章、茶碗等联名周边。这一 波温暖营销吸引了无数粉丝的关注，掀起排队抢购热潮。作为曾经茶饮界的顶流，喜茶似乎又找到 了"爆火"状态。 获得消费者认可自然是喜事，不过近期喜茶大规模关店的传闻却在各大社交平台不断发酵。据窄门餐眼 数据，截至2025年12月，喜茶在营业门店3883家，相比去年减少超过500家。消费端火热，渠道端收 缩，2026年的喜茶还能重现往日荣光吗？ 01 加盟一招盲目棋 从2025下半年起，很多网友在小红书发帖称自己所在县城的喜茶门店忽然关闭了。与此同时，出售喜茶 设备的帖子也 ...

Social Research* 喜茶品牌与营销深度解析 向 Social Research 提问 → DATAST■RY | ○ 数i只指数 喜茶品牌社媒表现深度解析报告 撰写机构：Social Research | 报告生成时间：2025-12-22 19:22:47 执行摘要 喜茶作为新式茶饮的代表品牌，以其"灵感之茶"的定位和多元化的产品线（包括芝士茶、果 茶、波波家族等）深受年轻消费者喜爱。近半年来，喜茶在各大社媒平台表现活跃，尤其在抖音 和种草平台上互动量显著。其社媒声量和互动量呈现出明显的季节性和活动驱动特征，例如8月 份受"喜茶 × CHIIKAWA 联名"活动影响，全平台声量和互动量均达到高峰。 消费者对喜茶的情感整体偏向积极，但对排队时间过长、产品价格等问题也存在一定负面反馈。 喜茶根据不同平台特性构建了差异化的内容矩阵：微博侧重品牌动态和促销信息，抖音侧重UGC 和病毒式传播,种草平台侧重产品种草和购物攻略,微信公众号则专注于深度内容和品牌价值传 递。 在达人营销方面，喜茶通过与优惠/促销类、生活/趣味内容创作者等不同类型达人合作，实现了 促销转化和品牌形象植入等多重目标。其中,"喜茶 ...

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 Viewpoint - The evolution of tea culture from traditional tea houses to modern tea consumption reflects its enduring charm and vitality in contemporary society [1][10]. Traditional Tea Houses - The history of traditional tea houses in China dates back to the Tang Dynasty, flourishing during the Song Dynasty as essential social and commercial spaces [2][4]. - Traditional tea houses serve multiple functions, including socializing, entertainment, and information exchange, becoming vital community hubs [4][6]. - The architectural styles and interior decor of traditional tea houses are distinctive, with regional variations reflecting local cultural aesthetics [4][5]. Continuation of Traditional Tea Culture - Despite modern changes, traditional tea culture persists, with many tea houses adapting to contemporary consumer needs while maintaining their cultural essence [6][8]. - Activities such as tea ceremonies and cultural lectures are popular in traditional tea houses, promoting the understanding and appreciation of tea culture [8]. Modern Tea Consumption - Modern tea consumption trends show diversification and personalization, with new tea shops attracting younger consumers through stylish designs and innovative products [9][10]. - The integration of technology in modern tea consumption enhances convenience, with online ordering and smart devices improving the customer experience [9]. - Modern tea shops have become social hubs, where consumers share experiences on social media, turning tea drinking into a cultural and lifestyle phenomenon [9][10]. Significance and Future of Tea Culture - The transition from traditional tea houses to modern tea consumption is significant for preserving Chinese cultural heritage while providing diverse consumer experiences [10]. - The future of tea culture will likely see further innovation in product development, focusing on health and natural ingredients, alongside immersive consumer experiences [10].

Core Insights - The report indicates that the Chinese ready-to-drink beverage industry has entered a new stage of quality-price ratio and scale development, with a market size of 546.6 billion yuan in 2023, expected to exceed 1 trillion yuan by 2028, driven by second-tier cities and Southeast Asian markets [1][8][12]. Market Dynamics and Growth Drivers - The market structure shows that first-tier cities are saturated, while second-tier and lower cities account for over 60% of store numbers, with a compound annual growth rate (CAGR) of 23% in GMV [1][12]. - China and Southeast Asia contribute nearly 40% of the global growth in ready-to-drink beverages, with Southeast Asia experiencing a CAGR of 19.8% [1][12]. - Consumer demand is shifting from mere thirst-quenching to quality, health, and scenario-based consumption, driving multi-dimensional product innovation [1][8][20]. Supply Chain and Digital Empowerment - The supply chain is upgrading to direct sourcing from quality production areas, with leading brands establishing their own planting bases to enhance raw material quality and optimize costs [2][38]. - Digitalization is integrated into supply chain management, store operations, and consumer experience, enabling precise marketing and repurchase loops [2][19]. Franchise Model and Competitive Advantages - The franchise model is central to brand expansion, with initial investments for new tea beverage stores ranging from 120,000 to 400,000 yuan, and a payback period of 1-2 years [2][32]. - Brands ensure consistency in service between franchise and direct stores through strong management controls, with companies like "Hushang Ayi" accelerating market penetration through this model [2][25]. Industry Trends and Challenges - Future strategies must balance scale and differentiation, with leading brands enhancing social responsibility through initiatives like the New Tea Beverage Public Welfare Fund [2][12]. - The industry faces challenges from increasing homogenization, necessitating continuous product development and deeper digital applications to meet rapidly changing consumer demands [2][12]. Consumer Trends - Consumers are increasingly focused on the quality of raw materials, preferring high-end tea leaves, fresh fruits, and quality dairy products, while also seeking health-conscious options [20][24]. - The demand for low-sugar, plant-based ingredients is rising, with brands innovating to meet these health trends [22][24]. Product Innovation - The evolution of beverage ingredients reflects a shift towards health and functionality, with current trends emphasizing diverse tea bases and innovative, health-oriented additives [22][24]. - Seasonal product offerings help balance revenue fluctuations, with leading brands frequently launching new products to maintain consumer interest [1][22]. Market Expansion Opportunities - The second-tier and lower-tier cities represent the largest market for the new tea beverage industry, with significant growth potential [12][15]. - International market expansion, particularly in Southeast Asia, presents a second growth curve for brands, alongside the promotion of Chinese tea culture [12][16]. Strategic Implications - Digital transformation is crucial for sustainable growth, enhancing operational efficiency and creating competitive barriers for new tea beverage brands [19][38]. - The establishment of the New Tea Beverage Public Welfare Fund by several brands highlights a commitment to social responsibility and community engagement [40][41].

以下文章来源于晚点LatePost ，作者晚点团队 晚点LatePost . 晚一点，好一点 北美时间4月17日，霸王茶姬在纳斯达克上市，股价最高涨幅超过48%，收盘价32.4美元/股，市值达 到59.5亿美元，成为目前市值第二大的茶饮品牌。 现制茶饮，大概是风险投资人们在消费领域唯一赚到钱的赛道。茶饮品牌几乎都靠加盟模式扩张，只要 生意好，有成千上万的大小老板们愿意送钱来开店。只要度过风险最大的初创几年，之后完全不需要割 出股份卖给风险投资机构。但大机构们各凭本事、努力把钱塞了进去。 图片来源：微博@霸王茶姬CHAGEE 第一个出现的"完美标的"是喜茶，2016年到2021年，排队见创始人聂云宸的投资人们一轮轮抬出了惊 人的600亿估值。从江门的一家小店开始，喜茶跳过了上一代台式奶茶的粉末聚合物，创造了芝士茶、 鲜果茶新品类，产品的名字是新颖的，门店也被打造成景观。喜茶因此成为第一家能进中国一线购物中 心、把大量门店开在星巴克旁边的本土品牌。但定位高端、坚持直营的喜茶在疫情期间受冲击最直接。 2022年之后，喜茶降价和开放加盟，产品的差异化空间变小，公司陷入低迷，投资人们也陷入等待。 去年开始，喜茶作出一系 ...

现制茶饮，大概是投资人们在消费领域唯一赚到钱的赛道。 文 丨 董慧 编辑 丨 钱杨 北美时间 4 月 17 日，霸王茶姬在纳斯达克上市，股价最高涨幅超过 48%，收盘价 32.4 美元 / 股，市 值达到 59.5 亿美元，成为目前市值第二大的茶饮品牌。 现制茶饮，大概是风险投资人们在消费领域唯一赚到钱的赛道。茶饮品牌几乎都靠加盟模式扩张，只 要生意好，有成千上万的大小老板们愿意送钱来开店。只要度过风险最大的初创几年，之后完全不需 要割出股份卖给风险投资机构。但大机构们各凭本事、努力把钱塞了进去。 第一个出现的 "完美标的" 是喜茶，2016 年到 2021 年，排队见创始人聂云宸的投资人们一轮轮抬出 了惊人的 600 亿估值。从江门的一家小店开始，喜茶跳过了上一代台式奶茶的粉末聚合物，创造了芝 士茶、鲜果茶新品类，产品的名字是新颖的，门店也被打造成景观。喜茶因此成为第一家能进中国一 线购物中心、把大量门店开在星巴克旁边的本土品牌。但定位高端、坚持直营的喜茶在疫情期间受冲 击最直接。2022 年之后，喜茶降价和开放加盟，产品的差异化空间变小，公司陷入低迷，投资人们也 陷入等待。去年开始，喜茶作出一系列回归和调 ...

现制茶饮，大概是投资人们在消费领域唯一赚到钱的赛道。 文 丨 董慧 编辑 丨 钱杨 北美时间 4 月 17 日，霸王茶姬在纳斯达克上市，股价最高涨幅超过 48%，收盘价 32.4 美元 / 股，市 值达到 59.5 亿美元，成为目前市值第二大的茶饮品牌。 现制茶饮，大概是风险投资人们在消费领域唯一赚到钱的赛道。茶饮品牌几乎都靠加盟模式扩张，只 要生意好，有成千上万的大小老板们愿意送钱来开店。只要度过风险最大的初创几年，之后完全不需 要割出股份卖给风险投资机构。但大机构们各凭本事、努力把钱塞了进去。 第一个出现的 "完美标的" 是喜茶，2016 年到 2021 年，排队见创始人聂云宸的投资人们一轮轮抬出 了惊人的 600 亿估值。从江门的一家小店开始，喜茶跳过了上一代台式奶茶的粉末聚合物，创造了芝 士茶、鲜果茶新品类，产品的名字是新颖的，门店也被打造成景观。喜茶因此成为第一家能进中国一 线购物中心、把大量门店开在星巴克旁边的本土品牌。但定位高端、坚持直营的喜茶在疫情期间受冲 击最直接。2022 年之后，喜茶降价和开放加盟，产品的差异化空间变小，公司陷入低迷，投资人们也 陷入等待。去年开始，喜茶作出一系列回归和调 ...