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。 2024年夏天，一抹陌生的绿色开始在茶饮品牌的菜单上蔓延。 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，这场堪称近年来现象级别的消费 热潮，究竟是怎么发生的？ 一次反直觉式成功 羽衣甘蓝的风靡，是新茶饮赛道少见的反直觉式成功。 在此 ...

Core Viewpoint - The rise of kale as a mainstream ingredient in the beverage industry represents a significant shift in consumer preferences towards health-oriented products, driven by innovative marketing and product development strategies [4][10][14]. Group 1: Market Introduction and Initial Success - Kale, previously an underutilized vegetable in China, was introduced into the beverage market by Heytea in July 2024, leading to the creation of the "Super Plant Tea" series [4][5]. - Within a year, Heytea's kale-based drinks achieved cumulative sales exceeding 100 million cups, indicating a strong market acceptance and consumer interest [4][10]. Group 2: Consumer Behavior and Marketing Strategy - The success of kale beverages is attributed to a shift in consumer perception, transforming kale from a health obligation to a desirable drink choice through innovative flavor combinations [7][10]. - The marketing strategy effectively linked kale with fitness and health trends, appealing to younger consumers' desire for both enjoyment and health benefits [10][14]. Group 3: Industry Response and Expansion - Following Heytea's lead, other major tea brands quickly introduced kale products, indicating a rapid industry-wide adoption of this trend [17][19]. - By late 2024, kale had become a staple ingredient across various beverage brands, with significant product launches from competitors like Nayuki and Luckin Coffee [17][19]. Group 4: Supply Chain and Agricultural Impact - The popularity of kale has led to a significant increase in its cultivation in China, with prices rising from less than 1 yuan per jin to around 5 yuan per jin due to heightened demand [30][32]. - Companies like Heytea are now engaging in customized planting practices to ensure high-quality kale supply, reflecting a deeper integration into the agricultural supply chain [30][34]. Group 5: Future Trends and Opportunities - The "Super Plant" trend is expected to continue, with kale serving as a gateway for other health-oriented ingredients to enter the mainstream beverage market [28][34]. - The beverage industry's focus on fresh ingredients and quality control is likely to drive further innovation and consumer interest in health-focused products [28][34].

Core Viewpoint - The 2025 Zuzhou Collaborative New Tea Beverage Supply Chain Development Conference aims to enhance cooperation between Guangdong and Guizhou provinces, focusing on high-quality development and creating a new benchmark for industrial collaboration in the tea industry [2][4][10]. Group 1: Conference Overview - The conference, themed "New Tea Beverage · Zuzhou Creation," gathered over 300 guests, including government representatives, academicians, and leaders from major tea beverage companies [3][4]. - The event emphasized "collaborative upgrading and integration upgrading" to promote deeper cooperation in the Zuzhou tea beverage industry chain [4][5]. Group 2: Economic Impact - The new tea beverage industry cluster in Zuzhou is projected to achieve a total output value of 7.18 billion yuan in 2024, with an expected annual output surpassing 1 billion yuan [20][21]. - The industry has already attracted significant interest, with 2025's first eight months showing a production value of 720 million yuan [20]. Group 3: Industry Development - The conference highlighted the transformation of the traditional tea industry into a new consumption model, marking a shift from "blood transfusion" to "blood production" in regional cooperation [9][10]. - The establishment of a national new tea beverage supply chain center in Zuzhou aims to create a new brand identity for the region [18][19]. Group 4: Innovations and Collaborations - Twelve companies signed contracts for 12 production and sales projects at the conference, totaling 112 million yuan, covering areas such as raw material supply and market expansion [30][31]. - The conference also introduced a new tea beverage supply chain trading platform to integrate upstream and downstream resources [40][41]. Group 5: Financial Support and Investment - Over 87 million yuan has been invested by Zhuhai to support processing center construction, technology upgrades, and brand promotion, with more than 30 new tea beverage projects initiated [47][48]. - Financial institutions have provided over 300 million yuan in credit to local tea companies, indicating strong financial backing for the industry [50][51]. Group 6: Community and Brand Development - The new tea beverage industry has positively impacted local communities, with 2,536 households and 9,130 tea farmers seeing increased incomes, averaging 11,000 yuan per year [72]. - The "Zuzhou New Tea Beverage" brand has gained traction in major consumer regions and has been recognized in various national events, enhancing its market presence [69][71].

Core Insights - The article highlights the success of Heytea's "Super Plant Tea" series, which has sold over 100 million cups and utilized nearly 3 million pounds of fresh kale since its launch one year ago [1] - In response to the health trend during the 2024 Paris Olympics, Heytea introduced several new products, including the "Kale Slimming Bottle," which has become a phenomenon alongside other popular items [1] - Heytea's bottled "Super Plant Tea" featuring kale and cucumber has achieved significant sales, becoming the top-selling new beverage at Sam's Club and consistently ranking high on various sales charts [1] - The company has also focused on quality by collaborating with high-standard planting bases to explore zero-residue kale cultivation, establishing a traceable quality management system from the farm to the store [1]

Core Insights - The core point of the article is that Heytea's "Super Plant Tea" series has achieved significant sales milestones, with over 100 million cups sold in its first year, highlighting the popularity and market acceptance of the product line [1] Company Summary - Heytea announced that its "Super Plant Tea" series has surpassed 100 million cups in cumulative sales within one year of launch [1] - The series features kale as the main ingredient, with nearly 3 million pounds of fresh kale consumed to date [1] - The product line includes eight variants, such as "Kale Slimming Bottle" and "Fire-Reducing Slimming Bottle," with the bottled product "Kale Cucumber" reaching the top of the new sales chart in the beverage category at Sam's Club [1] - Heytea has established a quality management system in collaboration with high-standard planting bases to enhance the raw material supply chain [1] Industry Summary - The "Super Plant Tea" series was first launched during the 2024 Paris Olympics, indicating a strategic timing for market entry [1] - The success of the series has made kale a popular ingredient across various industries, including tea and coffee, showcasing its versatility [1] - The series remains a permanent offering in Heytea's beverage lineup, suggesting ongoing consumer demand and brand commitment to the product [1]

Core Insights - The "Super Plant Tea" series from Heytea has sold over 100 million cups since its launch one year ago, utilizing nearly 3 million pounds of fresh kale [1][3] - The series has sparked a consumer trend, making kale a popular ingredient in the beverage industry, and has led to the introduction of eight new products in just six months [3][6] - Heytea's innovative approach has positioned it as a leader in the new tea beverage market, influencing product development trends across the industry [9][11] Product Development - Heytea launched the "Champion Slimming Bottle" during the 2024 Paris Olympics, which quickly became a bestseller and was later renamed the "Kale Slimming Bottle" [4] - The company has introduced several popular products, including the "Fire-Reducing Slimming Bottle" and "Beetroot Beauty Bottle," contributing to a total of eight new offerings in the past six months [6] - The introduction of the "Mati Energy Slimming Ice" marks the first use of mate tea in the "Super Plant Tea" series, enhancing consumer experience [6] Market Impact - The "Super Plant Tea" series has not only achieved high sales but has also influenced the direction of product innovation in the new tea beverage sector from 2024 to 2025 [9] - Kale has emerged as a trending ingredient, gaining visibility across various consumption scenarios, including tea, coffee, retail, and dining [9][11] - Heytea's commitment to quality has led to partnerships with high-standard planting bases to ensure zero pesticide residues in kale, establishing a traceable quality management system [11] Consumer Engagement - The "Kale Cucumber" bottled version of "Super Plant Tea" quickly became the top-selling new beverage at Sam's Club, indicating strong consumer demand [8] - The product has gained significant attention on social media, being frequently included in consumer "must-buy" lists [8] Industry Leadership - Heytea's differentiation strategy has allowed it to create multiple new product categories since its inception, with "Super Plant Tea" being the latest exploration [9] - The success of the "Super Plant Tea" series has prompted other brands to follow suit, incorporating super plants like kale and beetroot into their product lines [9][11]

Core Viewpoint - The article discusses the rising popularity of Guizhou's traditional dessert "Bingjiang" (ice slurry) in major cities like Beijing, Shanghai, and Guangzhou, highlighting its unique ingredients and cultural significance [5][12][38]. Group 1: Product Overview - Bingjiang is a traditional Guizhou dessert made from ice, fruits, and glutinous rice, often served with crushed peanuts and soybean powder [6][10]. - The dessert has historical roots dating back to the Song Dynasty, evolving through various cultural influences over the centuries [7][9][11]. - It has become a popular summer treat, often paired with street food and available at various stalls and tea shops [12][15][34]. Group 2: Market Trends - Since last year, Bingjiang has gained traction as a trendy street food item, with many vendors specializing in it and prices ranging from 13 to 22 yuan [12][13]. - Major tea brands have incorporated Bingjiang into their summer menus, significantly boosting sales [15][16]. - New specialty stores focusing solely on Bingjiang have emerged in cities like Shanghai and Shenzhen, offering various flavors and combinations [24][27][31]. Group 3: Factors Behind Popularity - The dessert's unique texture and flavor profile, combining smoothness with a chewy consistency, have contributed to its appeal [40][41]. - Bingjiang's simple preparation process and low cost make it an attractive option for entrepreneurs, with production costs around 3 to 8 yuan per cup [48][50]. - Its strong regional identity and seasonal relevance resonate well with consumers, especially as Guizhou becomes a popular tourist destination [51][53]. Group 4: Cultural Significance - Bingjiang serves as a bridge between traditional and modern culinary practices, preserving historical recipes while adapting to contemporary tastes [54][55]. - The dessert's ingredients reflect the wisdom of local ethnic groups, enhancing its cultural value [51][56]. - It has become a symbol of Guizhou's culinary heritage, appealing to both locals and tourists [61]. Group 5: Health and Innovation - The dessert has been adapted to meet health-conscious consumer demands, with options like zero-sugar versions and functional ingredients [57][58]. - Innovative combinations with other ingredients, such as yogurt and various fruits, have expanded its market appeal [36][60]. - The integration of Guizhou's unique ingredients into broader tea and beverage offerings has redefined their health benefits and market positioning [62][66]. Conclusion - The rise of Guizhou's Bingjiang is not merely a trend but a cultural phenomenon that combines food innovation, health consciousness, and regional pride, positioning it as a potential staple in the dessert market [74].

Investment Rating - The report indicates a slowdown in the expansion of the new tea beverage industry, with a net decrease of 17,000 stores in the past year, highlighting a significant market consolidation [1][2]. Core Insights - The new tea beverage market in China has grown rapidly, with the market size increasing from RMB 187.8 billion in 2018 to RMB 517.5 billion in 2023, reflecting a CAGR of 22.5% [2]. - The competition among new tea brands is evolving from scale and price wars to a more complex, multifaceted competition focusing on product innovation and brand differentiation [1][2]. - The top five brands in the ready-to-drink tea market have increased their market share from 38.5% in 2020 to 46.8% in 2023, indicating a trend towards market concentration [1]. Summary by Sections Product Innovation and Marketing - New tea brands are focusing on health-oriented product innovations, with companies like沪上阿姨 launching over 100 new products annually [4][6]. - The marketing strategies of brands are diversifying, with successful collaborations and IP creations enhancing brand recognition and consumer engagement [8][15]. - The demand for healthier and higher-quality options is driving the evolution of ready-to-drink tea products, with brands prioritizing differentiation [7][19]. Franchise and Supply Chain Dynamics - The franchise model is becoming increasingly important, with 56.1% of tea beverage stores being part of a chain as of 2023, projected to rise to 72% by 2028 [17][20]. - The initial investment cost for opening a new store under沪上阿姨 is approximately RMB 275,000, which is lower than the industry average, making it attractive for potential franchisees [18]. - A robust supply chain is critical for maintaining product quality and customer loyalty, with沪上阿姨 achieving extensive national coverage for fresh ingredient delivery [21][19]. Market Trends and Future Outlook - The report highlights that the fastest growth in the ready-to-drink tea market is occurring in third-tier and lower cities, with沪上阿姨 having 49.4% of its stores in these areas as of 2023 [28][31]. - The overall revenue for沪上阿姨 in 2024 is projected to be RMB 3.28 billion, with 48.2% of this revenue coming from third-tier and lower cities [31]. - The industry is expected to continue evolving, with brands that can innovate and differentiate themselves likely to thrive, while those lacking in these areas may face significant challenges [39].

Core Viewpoint - The trend of incorporating "super plants" into beverage menus is gaining momentum among various tea and coffee brands, driven by consumer demand for healthier options and the nutritional benefits of these ingredients [2][11][14]. Industry Trends - The term "super plants" is derived from the Western concept of "superfoods," referring to nutrient-dense plants rich in vitamins [2]. - A report indicates that super plants are expected to be a significant trend in new tea beverages for 2024, with brands like Heytea and Nayuki introducing products featuring ingredients like kale, beetroot, and kiwi [2][10]. - The popularity of super plants is reflected in the increasing search index, which saw an 84.09% year-on-year growth, and a 166.10% increase in the comprehensive index [13]. Product Innovations - Various brands are launching new products featuring super plants, such as Tims' "Beetroot and Ginseng Energy Bottle" priced at 25 yuan, and NOWWA's "Beetroot and Purple Cabbage Americano" priced at 28 yuan [7][9]. - Nayuki's "Slim Green Bottle" and Heytea's "Beetroot Beauty Bottle" have also gained popularity, with significant sales figures reported [15]. Consumer Demand - The health trend is driving consumer interest in beverages that offer natural flavors and nutritional benefits, as opposed to traditional drinks that may contain artificial additives [11][14]. - The demand for plant-based beverages is expected to create growth opportunities in the tea and coffee market, as consumers increasingly seek healthier options [11][14]. Challenges - The use of fresh plant ingredients presents challenges such as short shelf life and higher spoilage rates, which can increase costs for beverage brands [14]. - As more brands enter the super plant beverage market, there is a risk of product homogenization, which could impact differentiation and market share [14].

Group 1: Event Overview - The fifth China International Consumer Products Expo (CICPE) opened on April 13, attracting over 4,100 brands from 71 countries and regions, including 65 Fortune 500 companies, marking a new record in scale [1] - The theme of this year's expo is "Sharing Open Opportunities, Creating a Better Life" [1] Group 2: Industry Trends - The tea beverage industry has seen a surge in interest in "super plant tea," particularly kale, with over 30 new products launched this year containing kale [1] - The domestic market share of kale has increased dramatically from 5% to 55% due to rising demand [1] Group 3: Company Highlights - Heytea - Heytea's "Super Plant Tea" series, launched in July last year, sold over 3.5 million cups in its first month and has reached cumulative sales of over 37 million cups by the end of December 2024 [2] - Heytea is exploring an order agriculture model with two upstream bases to enhance quality control and reduce food safety risks, establishing over 10,000 acres of cooperative orchards across China [2] Group 4: Company Highlights - Naixue - Naixue, known as the "first stock of new tea drinks" in Hong Kong, showcased its signature "Baqi Fresh Fruit Tea" series and has nearly 2,000 stores globally with over 100 million members [2] - Since its establishment in 2015, Naixue has collaborated with various well-known international IPs, launching 14 co-branded projects and over 50 products in 2024 alone, with the Harry Potter collaboration selling 400,000 units on the first day [2]