作者丨牛刀财经 婉秋 对此，他曾说，"中饭一半的价格"，复购率是最高的。巧合的是，这与蜜雪冰城在下沉市场的逻辑相 似。 2010年，王云安在浙江温岭一个名叫大溪的小镇创立了古茗茶饮，主营果茶、奶茶及咖啡，价格区间在 10～20元。 以"小镇青年"为核心客群的古茗也精准破圈，也带着8.9元现制咖啡和7600多家门店全力突围，将下沉 市场消费者对"一线城市品质"的咖啡想象，与古茗的产品体验牢牢绑定。 在新茶饮圈，古茗王云安与蜜雪冰城张红超两人都有着"白手起家"的励志故事，外界不免会将二人联系 在一起谈论。 上市这条路，古茗走了近15年。 要知道，在新茶饮圈，古茗王云安与蜜雪冰城张红超两人都有着"白手起家"的励志故事，外界不免会将 二人联系在一起谈论。 招股书显示，王云安持股43.21%，为公司第一大股东；联合创始人戚侠、阮修迪二人，分别持股 19.78%和13.74%。 【天眼查】信息显示，古茗上市前获得2轮融资，投资方包括红杉中国、美团龙珠、冲盈资本、腾讯投 资、元生资本、正心谷资本等。 营收增长放缓 现制茶饮行业在历经前期的高速扩张与野蛮生长后，无可避免地踏入了深度调整期，作为行业头部品牌 的古茗，即便拥有先 ...

Core Viewpoint - The article analyzes the competitive landscape of the tea beverage industry, focusing on four major players: Gu Ming, Cha Bai Dao, Hu Shang A Yi, and Mi Xue Bing Cheng, particularly examining their business models and supply chain strategies to identify potential winners in the market [1][4]. Group 1: Business Model Analysis - Gu Ming, Cha Bai Dao, and Hu Shang A Yi were initially regional brands that expanded nationally through a franchise model, with nearly 10,000 stores each by 2024 [4][5]. - The core product offerings of these brands are similar, focusing on fresh milk tea and fresh fruit tea, with prices generally between 10-20 yuan [4][5]. - All four brands utilize a franchise model, generating revenue primarily through franchise fees and sales of ingredients and materials to franchisees [7][11]. Group 2: Supply Chain Comparison - Mi Xue Bing Cheng has the strongest supply chain, leveraging direct sourcing and self-production to minimize costs, while Gu Ming follows closely with a robust supply chain and its own cold chain logistics [13][15]. - Cha Bai Dao and Hu Shang A Yi have weaker supply chains, relying heavily on third-party logistics, which limits their cost control and can lead to quality inconsistencies [16][18]. - The supply chain capabilities significantly impact the brands' resilience during market pressures, with Mi Xue Bing Cheng and Gu Ming showing stability, while Cha Bai Dao and Hu Shang A Yi face declining same-store sales [16][18]. Group 3: Expansion Strategies - Gu Ming employs a unique regional densification strategy, focusing on achieving critical scale within provinces before expanding to neighboring areas, contrasting with the national spread of its competitors [19][20]. - This strategy allows Gu Ming to maintain a high density of stores in key provinces, enhancing supply chain efficiency and reducing logistics costs [24][25]. - Gu Ming's approach has resulted in a significant market share in its initial provinces, with over 25% in Zhejiang, Fujian, and Jiangxi, and a dominant position in the mid-range price segment [28][29]. Group 4: Product Development Strategy - Gu Ming adopts a fast-fashion approach to product development, quickly introducing and iterating on popular items while maintaining a high research and development investment [30][31]. - This strategy allows Gu Ming to respond effectively to changing consumer preferences, achieving a high acceptance rate for new products and a quarterly repurchase rate of 53% [31][32]. - The competitive advantage lies in the ability to provide high-quality products at competitive prices, driven by an efficient supply chain [32][36].

产品研发能力为公司核心竞争优势之一。公司专注于果茶饮料、奶茶饮料和咖啡三种品类，并定期推出 新品。据公司公告，以超A 芝士葡萄为例，自2019 年6 月首次推出后，公司已对其配方进行了11 次升 级，且在不同季节选用不同种类葡萄以保持口味一致性。 机构：华源证券 研究员：丁一 供应链地域加密，实现降本增效。截至2024 年Q3，公司在全国有22 个仓储基地，其中约76%的门店位 于仓储150 公里范围内。门店密集区域可保证一日一配，低线城市门店可实现两日一配。截至2023 年 底，公司平均物流成本低于GMV 总额的1%。 中国现制饮品消费占比饮料市场不断提升，未来平价现制饮品有望成为行业新发展趋势。据公司公告及 灼识咨询，2023 年中国现制饮品市场规模为5175 亿元，占中国饮料市场的36.3%，较2018 年增长15.7 pct；预计2028 年现制饮品市场规模将达11634 亿元，占比中国饮料市场达49.2%，较2023 年增长12.9 pct。 盈利预测与评级：公司深耕现制饮品行业多年，兼具产品创新、原料高品质、区域加密渠道提升物流供 应链效率等多重竞争优势，市占率位居现制茶饮行业前列，叠加具备国内市 ...