临近暑期档，新茶饮市场迎来了新品和营销的高峰期。 2025年6月，壹览商业长期跟踪的26间新式茶饮连锁品牌共新开门店2120间，同比则下滑27.55%。 尽管单月新增门店数有所回落，但行业累计门店总数已达11,6978间，较五月增加3697间。 | | | 6 B FAR . 0.61 | A SECTION OF CLASS OF CLEASE OF CLASS OF CLEASE OF CLASS OF CLEASE OF CLASS OF CLEASE OF CLASS OF CLEASE OF CLASS OF CLEASE OF CLASS OF COLLECTION OF CONSULTERS OF CONSULTION | | | | --- | --- | --- | --- | --- | --- | | 品牌 | 4月开店 | 5月开店 | 6月开店 | 同比 | 国内现有门店量 | | 蜜雪冰城 | 1937 | 1352 | 857 | -14.73% | 38938 | | 古名 | 204 | 547 | 437 | 283.33% | 10968 | | 茶白道 | 70 | d ...

Core Insights - The new tea beverage market is entering a "preparation period" ahead of the Dragon Boat Festival and summer season, with a significant decrease in new store openings in May 2025 compared to previous months and the same period last year [1][4]. Store Opening Trends - In May 2025, 26 new tea beverage brands opened a total of 2016 stores, a decrease of 38.87% month-on-month and 47.18% year-on-year [1][3]. - The total number of stores in the industry reached 113,281, with an increase of 1,029 stores compared to April [1]. - Major brands like Mixue Ice City opened 743 new stores in May, although this was a decrease of approximately 865 stores from April [4]. Brand Performance - Mixue Ice City remains the leader in store openings, followed by Gu Ming with 305 new stores, marking a year-on-year increase of 36.16% [4][7]. - Other brands such as Bawang Chaji and Yihe Tang also showed stable performance with 117 and 94 new stores respectively [4][8]. - Brands like Hey Tea and Nayuki continued to open stores at a slow pace, with only 9 and 4 new stores in May [4][7]. Product Development and Marketing - In May, 26 brands launched approximately 105 new SKUs, an increase of 17 from April, indicating a focus on product innovation [8][11]. - The most popular new product ingredients included peach and bayberry, with several brands introducing related products [11]. - Marketing strategies are shifting from collaboration-driven promotions to influencer marketing, with 7 brands engaging in celebrity or KOL partnerships in May [12]. Industry Dynamics - The industry is experiencing a more differentiated expansion among leading brands, with Gu Ming entering the "10,000 store club" [7]. - Tea Baidao is facing store contraction despite opening 70 new stores, with a net decrease of 104 stores compared to April [7]. - The overall marketing approach is transitioning from heavy reliance on collaborations to a more refined focus on direct sales impact and private domain traffic [12].