Core Concept - The opening of Tongrentang's "Mi Qi Shen Cha" store in Beijing represents a fusion of traditional Chinese medicine culture with modern tea drinking trends, creating a new consumer experience that emphasizes health benefits and stylish engagement [1][8]. Company Overview - "Mi Qi Shen Cha" aims to integrate traditional herbal medicine into the lifestyles of young consumers, with a focus on a unique blend of ancient and modern design in its store located in a culturally rich area [3][8]. - The store features a design that combines traditional Chinese medicine aesthetics with contemporary tea drinking spaces, enhancing the consumer experience through artistic displays of herbal ingredients [3][8]. Product Offerings - Each beverage is designed to merge traditional herbal elements with modern tea formats, exemplified by popular drinks like "Yuan Qi Niu Ru Cha," which combines ginseng with milk, and other herbal blends that maintain both taste and health benefits [5][7]. - The product line includes various innovative forms such as herbal milk teas, traditional drinks like "Qing Run Hang Ju Drink," and even herbal-infused ice creams, breaking the stereotype that ginseng is solely a medicinal ingredient [7][8]. Customization and Target Market - "Mi Qi Shen Cha" plans to introduce a personalized tea drink service tailored to different consumer needs, such as energy-boosting options for office workers and recovery drinks for night owls, reflecting a deep understanding of diverse lifestyle scenarios [7][8]. - The brand's approach to customization extends to gift sets, allowing for personalized ingredient combinations and packaging, making health-conscious choices more accessible and appealing [7][8]. Market Positioning - The launch of the "Mi Qi Shen Cha" store marks a significant step in the modernization and youth-oriented transformation of a traditional brand, aiming to make traditional Chinese medicine more relatable and engaging for younger generations [8].