以下文章来源于观潮新消费 ，作者刘萍 观潮新消费 . 激发国牌无限可能 爷爷不泡茶增长方法论的落地，面临着难以调和的现实矛盾。 作者 | 刘萍 编辑 | 杜仲 来源 | 观潮新消费（ID：TideSight） " 爷爷不泡茶？ 名字怎么这么奇怪 。 " 这或 是很多 消费者对这个品牌的第一反应。 尽管爷爷不泡茶的门店数不到 3000 家，在蜜雪冰城、古茗等庞然大物面前，仍显得略"娇小"，但 近两年凭借迅猛的扩张速度，已让部分市场人士思考其成为"下一个霸王茶姬"的可能性。 在资本裹挟下狂奔的新茶饮行业，从来不缺故事，缺少可持续的商业逻辑， 门店规模是叩开资本大 门的硬通货。 爷爷不泡茶在 2025 年的开店目标是保底完成 4500 家门店，冲刺 5000 家。 其中，又数奈雪的茶和喜茶最为出圈，均是靠卖水果茶改写新茶饮市场，其新店所在之处，常出现 "喝一杯需要排队三小时"的奇观。同年，奈雪的茶完成了数亿元 A+ 轮融资， 喜茶获得 4 亿元 B 轮融资 。 爷爷泡的茶选择跟随头部品牌脚步，售卖波霸奶茶、仙草奶茶等常规台式奶茶产品，以及芝士名茶、 鲜果茶等正当红的品类。 但在喜茶、奈雪已占据消费者心智的水果茶市场 ...

get更多咖啡茶饮产品方案和灵感~ 最近，酒酿突然火出了新高度。 霸王茶姬、爷爷不泡茶、兵立王、宝珠奶酪等品牌轮番上新，有的刚上架就成爆款，有的累计销量突破3800万杯。 更有一批特色门店快速崛起，甚至发展出280+连锁店。 酒酿为什么这么火？今年又有哪些新机会值得关注？ 热门品牌都在上 秋天的爆款趋势来了 这段时间，热门品牌集中上起酒酿产品。 7月中旬，霸王茶姬在北京部分门店推出区域限定新品"满桂载月"和"桂载月"，创新性地融合桂花酒酿、乌龙茶与柠檬，形成茶、花、酒三重独特风味。 紧接着，兵立王7月18日上线"荔枝冰酿"，将时令荔枝和桂花酒酿结合，以清甜果香和冰凉口感主攻夏季解暑刚需。 而更早布局酒酿的爷爷不泡茶，其"荔枝冰酿"创下了3800万杯的累计销量。 不仅热门品牌都在上，以酒酿为核心产品的品牌，也稳定发展，各有特色。 此外，上海暖爸鲜米酒专攻酒酿单品，市中心热门商场的摊位前每日大排长龙，顾客动辄几斤、十几斤购买，月营业额可达12～20万。 还有安徽的"一谷三酿·鲜酒酿"、南京的老米记酒酿铺、武汉的王外外甜酒酿等专门店表现亮眼，甚至吸引了不少游客打卡。 宝珠奶酪，其酒酿冰奶系列复购率居高不下，已开出1 ...

Core Insights - Beijing is viewed as a strategic platform for new consumer brands to expand from regional to national markets, but many brands struggle to maintain consumer interest after initial popularity [1][5] - The new tea beverage brand "爷爷不泡茶" (Grandpa Doesn't Brew Tea) has successfully transitioned from a popular brand to a sustainable one in Beijing, achieving significant growth and consumer loyalty [2][3][17] Group 1: Market Dynamics - The new tea beverage industry is characterized by rapid innovation and frequent brand turnover, leading to "flow anxiety" among companies as they compete for consumer attention [3][4] - In the past year, approximately 160,000 milk tea shops have closed, indicating a significant contraction in the market, with a net decrease of about 18,000 stores [4] Group 2: Brand Strategy - "爷爷不泡茶" opened its first store in Beijing's Sanlitun in October 2024, initially experiencing high demand with queues of up to 200 cups [2][5] - The brand has expanded rapidly, adding over 1,000 new stores nationwide in 2024, becoming the top brand in terms of store count and sales growth in the new tea beverage sector [3] Group 3: Product Innovation - The brand's unique offerings, such as the "荔枝冰酿" (Lychee Rice Wine), have resonated with consumers, achieving sales of 38 million cups and becoming a top product in its category [8][9] - The "荔枝冰酿" product combines cultural elements and emotional resonance, appealing to consumers' desire for both taste and cultural connection [9][15] Group 4: Cultural Integration - "爷爷不泡茶" emphasizes cultural integration in its products, using traditional ingredients and techniques to create a sense of cultural identity and emotional value for consumers [15][19] - The brand's marketing strategy includes collaborations with celebrities, such as actress Shu Qi, to enhance emotional connections with consumers and elevate brand perception [9][14] Group 5: Consumer Trends - The Beijing market is undergoing a transformation towards service-oriented, intelligent, and emotional consumption, with younger consumers driving demand for products that offer emotional value [19][21] - "爷爷不泡茶" has positioned itself as a brand that understands and caters to the preferences of younger consumers, establishing a strong market presence in Beijing [19][21]

Core Insights - The concept of "instant retail" is becoming a new industry consensus, reshaping consumer habits from waiting for deliveries to expecting one-hour delivery services [4][6] - Instant retail is projected to grow at an annual rate of 47.1% by 2026, significantly outpacing traditional e-commerce growth [4] - The integration of membership systems into promotional events, such as Meituan's "718 Coupon Festival," enhances user experience and allows for personalized marketing strategies [6][9] Group 1: Instant Retail Trends - Instant retail is redefining supply-demand relationships and is crucial for brands to deepen user value and create differentiated experiences [6][9] - The "718 Coupon Festival" emphasized transparency in user benefits and integrated membership tiers for personalized rewards [6][9] - The event expanded its product categories to include flash sales and quality lifestyle items, aligning with seasonal consumer needs [7][9] Group 2: Brand Strategies - Brands are leveraging events like the "718 Coupon Festival" to enhance consumer engagement and brand recognition through emotional connections [13][14] - The festival allows brands to convey their values and engage with consumers in meaningful ways, transforming promotions into brand storytelling opportunities [19][20] - Brands are increasingly focusing on creating experiences rather than just selling products, reflecting a shift in consumer expectations towards emotional fulfillment [20][31] Group 3: Consumer Behavior - Non-essential consumer goods are becoming a regular part of daily decision-making, driven by the convenience of instant retail [21][22] - Younger consumers are actively seeking health and wellness products, indicating a shift towards proactive health management [21][22] - The demand for quality service and experience is rising, with consumers prioritizing value over mere price [28][29] Group 4: Market Dynamics - The "718 Coupon Festival" serves as a platform for brands to capture high-value users and establish differentiated brand positioning [31][47] - The festival highlights the evolving relationship between brands, platforms, and consumers, emphasizing the importance of building sustainable value [47] - As instant retail matures, the focus is shifting from mere transaction efficiency to fostering long-term consumer relationships [37][47]

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 lychee season is nearing its end, with prices continuing to decline while consumption scenarios are expanding, particularly with the rise of lychee-based beverages this summer [1][9][11] Market Overview - The current market price for lychees ranges from 15 to 35 yuan per kilogram, primarily sourced from Guangxi [7] - This year has seen a bumper harvest, leading to an extended sales period of nearly 40 days compared to the usual 20 days [7][9] - Local lychee varieties in Yunnan are mostly sold out, with only a few remaining, while late-maturing varieties still have stock available for about another week [5][9] Price Trends - The price of lychees has shown a "high open, low walk" trend, starting high but dropping significantly as supply increased, maintaining a relatively low price point [9][11] - Consumers have benefited from lower prices, with some varieties like "glutinous rice" being sold for 10 to 20 yuan per kilogram, compared to previous years where prices were significantly higher [5][9] Consumer Behavior - The popularity of lychee beverages has surged, driven by the recent drama "The Lychee of Chang'an," leading to new product launches from various beverage brands [9][11] - Sales of lychee-based drinks have been strong, with some stores reporting monthly sales exceeding 1,000 cups for new lychee products [9][11] Industry Outlook - The trend of lychee beverages not only extends the lychee supply chain but also creates additional value for farmers and merchants [11] - The combination of consumer demand for innovative seasonal fruit products and lower raw material costs is expected to drive further growth in the lychee market next year [11]

Core Insights - JD Seven Fresh has launched a variety of lychee-related products during the peak season of lychee ripeness, enhancing consumer experience with unique culinary offerings [1][3][7] Group 1: Product Innovation - The company has developed innovative products such as lychee ice brew, which preserves the fresh taste and aroma of lychee while providing a refreshing experience [3][5] - Lychee sparkling wine creatively incorporates whole lychees, offering a unique flavor profile that enhances summer gatherings [5] - The lychee rose box cake combines the sweetness of lychee with the fragrance of rose petals, providing a rich and layered taste experience [5][7] Group 2: Supply Chain and Freshness - JD Seven Fresh employs a direct sourcing model from Guangdong, ensuring same-day harvesting and shipping of lychees, maintaining temperature-controlled transport [1][7] - The introduction of frozen "Meizi Xiao" lychees utilizes freezing technology to lock in flavor and nutrition, allowing consumers to enjoy fresh lychees even outside the peak season [7] Group 3: Consumer Engagement - The company has created a direct sales area in its stores, attracting customers with fresh lychees at competitive prices, enhancing the shopping experience [3] - The efficient 1+N model (1 central store + N satellite stores) allows for rapid delivery, with products reaching consumers in as little as 30 minutes [7]

Core Viewpoint - The article highlights the rising popularity of lychee, particularly in the context of the recent drama "Chang'an's Lychee," which has significantly increased consumer interest and demand for this fruit in various forms, including beverages and desserts [3][5][6]. Group 1: Market Trends and Consumer Behavior - The search volume for "lychee" on Meituan increased by 179% year-on-year as the weather warmed up in June [5]. - In Guangdong's Maoming, lychee production exceeded 500,000 tons last year, generating an annual output value of over 12 billion yuan [6]. - The influx of tourists during the lychee season in Maoming has increased by over 150% compared to the same period last year [6]. Group 2: Historical Significance and Cultural Context - Lychee has historically been regarded as a luxury item, often associated with imperial courts, as depicted in ancient poetry and literature [10][11][20]. - The tribute history of Guangdong lychee can be seen as a unique cultural narrative of high-end marketing [14]. - The transportation of lychee from southern regions to the capital in ancient times was a significant challenge, often requiring innovative methods to preserve freshness [20][42]. Group 3: Modern Transportation and Logistics - Modern logistics companies, such as SF Express and JD Logistics, have developed specialized cold chain solutions to ensure the freshness of lychee during transportation [46][47]. - The costs associated with cold chain logistics can sometimes exceed the price of the fruit itself, yet consumers are willing to pay for the quality and freshness [48][49]. - The article emphasizes the importance of ensuring that lychee farmers benefit from the increased demand and prices, advocating for a more equitable agricultural supply chain [51][52].

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]

Core Insights - The incident involving "爷爷不泡茶" highlights a significant quality crisis for the brand, reflecting a broader shift in the tea beverage industry from scale expansion to value competition [12] Group 1: Quality Issues - A viral video showed a consumer receiving only half a cup of a 17 yuan tea drink, raising concerns about the brand's quality and transparency [1][2] - Complaints against the brand surged, with a 200% year-on-year increase in complaints from January to May 2025, citing issues like "foreign objects in drinks" and "poor service" [5][8] - The brand's response to quality complaints revealed inconsistencies in explanations, indicating a disconnect between standard operating procedures and franchise execution [5][7] Group 2: Business Model and Expansion Challenges - "爷爷不泡茶" rapidly expanded to over 1500 stores, with plans to reach 5000 by 2025, but faces significant challenges due to slowing industry growth and intensified competition [9][10] - The brand's reliance on a franchise model has led to quality control issues, as many franchisees may not adhere to the brand's standards [8][10] - The tea beverage market is becoming increasingly saturated, with a net increase of 17,700 stores in 2024, leading to heightened competition and reduced market differentiation [10][11] Group 3: Industry Trends - The tea beverage industry is experiencing a shift from aggressive expansion to a focus on quality and brand differentiation, necessitating a reevaluation of business strategies [12] - Major competitors are optimizing their franchise conditions and enhancing their market presence, further challenging "爷爷不泡茶" to innovate and improve its brand recognition [11][12]