咸奶茶爆火的背后，藏着茶饮行业怎样的发展趋势？ △图片来源：小红书网友分享 近日，红餐产业研究院发布了《茶饮品类发展报告2026》（以下简称《报告》）。报告显示，在2025年新茶饮样本品牌 推出的奶茶新品中，咸口奶茶占比达到15.6%，多款产品掀起市场消费热潮。如茉莉奶白的抹茶咸乳酪系列、乐乐茶的咸 法酪口味奶茶、柠季的泰式咸法酪等，均是咸口奶茶赛道的代表性产品。 社交平台上，与"咸奶茶"相关的话题热度居高不下。在小红书平台，仅"咸奶茶"这一话题，浏览量就超5460万，而在抖 音平台，与"咸奶茶"相关的视频播放量更是突破1.6亿次。 事实上，咸奶茶的走红绝非偶然。在甜味统治茶饮市场多年、消费者普遍面临味觉疲劳的当下，"咸奶茶"的口感构成了 最直接的感官差异，能让消费者建立起口味的记忆点。 尤其是当前新茶饮行业竞争一片红海，一众品牌通过在产品端的推陈出新，力求在口味创新上寻求突破。据《报告》显 示，2025年仅茶饮样本品牌就推出了新品近2700款，月均上新频次达1.3次、月均上新约3款，上新节奏保持高位。 一众新茶饮品牌均以产品创新作为核心发力点，努力为自己寻找新的市场增长点。 频繁上新的还有喜茶。据红餐网不完 ...

Core Insights - The New Year holiday has significantly boosted the consumption of new tea drinks, particularly the Jasmine Milk Tea, which saw impressive sales figures driven by both the "New Year effect" and the launch of new products [1] Sales Performance - On December 31, 2025, nearly 1.9 million cups were sold nationwide, with 1.53 million cups sold on New Year's Day, indicating sustained consumer interest [1] - Shanghai, Chengdu, and Hangzhou ranked as the top three cities in terms of sales revenue [1] International Expansion - The Jasmine Milk Tea has also performed well in overseas markets, with a new store opening in Toronto's CF Fairview Mall during the New Year period, achieving an average daily sales of 3,500 cups [1] - Several stores in the United States have also shown strong performance, highlighting the brand's popularity and growth potential in international markets [1] Product Performance - The signature product "Jasmine Milk Tea" and popular fruit milk products "Strawberry King" and "Grape King" led in sales, collectively contributing over 40% of total sales [1] Store Performance - Multiple stores located in tourist attractions and transportation hubs have become key drivers of revenue growth, with notable performances from the Shanghai Qianguqing Scenic Area store, Xi'an Longhu Changle Tianjie store, and Shanghai Haichang Ocean Park store, each showing nearly 300% month-on-month sales growth [1] - Stores in Kashgar and Huzhou, which cater to tourism and travel, also experienced strong sales [1]

Core Insights - The recent promotional activities in the tea and coffee sector have led to a significant surge in consumer demand, particularly highlighted by the "first cup of autumn" campaign, which has become a trending topic on social media platforms [1][6] - Major brands like Luckin Coffee have reported impressive financial results, indicating that the current market dynamics allow for both high sales volumes and profitability, contrary to the common belief that low prices lead to losses [7][8] Group 1: Market Dynamics - The tea and coffee sector has seen a dramatic increase in order volumes, with platforms like JD.com reporting that beverage orders accounted for nearly half of their total orders on certain days [7] - Luckin Coffee's Q2 2025 financial report showed a total net revenue of 12.359 billion yuan, a year-on-year increase of 47.1%, with GAAP operating income rising by 61.8% [7][8] - The competitive landscape has intensified, with brands leveraging subsidies from delivery platforms to maintain low consumer prices while still achieving profitability [8][9] Group 2: Consumer Behavior - The introduction of "blind box" tea options has been a strategy to manage high order volumes and reduce wait times for consumers, indicating a shift in consumer expectations and preferences [6][9] - New brands like Jasmine Milk White have capitalized on the promotional environment, achieving significant sales growth despite having fewer locations compared to established competitors [10][11] Group 3: Brand Performance - Established brands maintain a competitive edge through their extensive networks and brand recognition, while newer entrants are finding opportunities to capture market share during promotional events [10][11] - The pricing strategies of various brands differ significantly across platforms, with some offering substantial discounts, which has led to increased sales for new entrants [11][19] Group 4: Future Outlook - The ongoing competition in the tea and coffee market is expected to continue, with major players like Luckin and Heytea expanding their international presence, reflecting confidence gained from domestic market success [21][22] - The sustainability of the promotional strategies and their impact on long-term profitability remains uncertain, as the market dynamics evolve [21][22]

Core Viewpoint - The "First Cup of Milk Tea in Autumn" event continues to thrive, with significant consumer engagement and promotional activities from various tea brands, marking it as a major marketing event akin to "Double Eleven" in the milk tea industry [1][15]. Group 1: Consumer Engagement - On August 7, the first day of autumn, many consumers reported delays in their tea orders, with some waiting over 100 minutes for delivery [1][3]. - Social media platforms were flooded with images of overwhelmed tea shops, showcasing a high volume of orders and long wait times for delivery [3][4]. - Some consumers resorted to "blind box milk tea" due to the overwhelming demand, with reports of orders being canceled after long waits [6][8]. Group 2: Brand Promotions and New Products - At least 15 tea brands launched 36 new products themed around "First Cup of Milk Tea in Autumn," featuring seasonal flavors like osmanthus, grapes, and apricots [1][9]. - Brands are employing various promotional strategies, including giveaways of gold, cars, and other prizes to stimulate consumer interest [1][13]. - The trend of introducing floral flavors, particularly osmanthus, has gained traction among new tea products this autumn [9][13]. Group 3: Marketing Strategies - The event has been strategically crafted by brands to create emotional connections with consumers, enhancing brand loyalty and engagement [15]. - The marketing approach focuses on creating a sense of ritual and emotional value, appealing to younger consumers who seek to express themselves through these experiences [15].

Group 1 - The topic of "the first cup of milk tea in autumn" has gained significant attention, leading to a surge in sales for major new tea beverage brands [1][2] - Cha Bai Dao reported a sales increase of over 340% in both volume and revenue as of the noon of the first day of autumn, with nearly 2000 stores experiencing over 500% growth [1] - Ice milk has emerged as a popular product category, with Cha Bai Dao selling nearly 200,000 cups of ice milk products, including over 100,000 cups of the Sunshine Green Grape Ice Milk [1] Group 2 - Nai Xue's Tea also saw impressive performance, with a 500% increase in delivery sales on the first day of autumn, and the launch of their blueberry and mulberry yogurt shake achieving over 500,000 cups sold in just three days [2] - The collaboration between Mo Li Nai Bai and Swarovski to launch "the first cup of autumn sparkling tea" resulted in over 220,000 cups sold on the first day, indicating strong market demand for innovative products [2] Group 3 - Multiple food delivery platforms capitalized on the "first cup of milk tea in autumn" trend, with Ele.me and Meituan launching promotional activities, including free milk tea offers and significant discounts [3] - Ele.me's promotional event led to a surge in social media discussions, highlighting the popularity and demand for milk tea during this seasonal event [3]

Core Insights - The article highlights the significant marketing event of "the first cup of milk tea in autumn," where over 100 tea brands will launch new products through Meituan during the period of the autumn festival [1] - A total of at least 250,000 beverage stores will participate in the sales activities for new products and popular items [1] Group 1: New Product Launches - Major tea brands participating include Mixue Ice Cream & Tea, Yihe Tang, Starbucks, Luckin Coffee, Kudi Coffee, Cha Bai Dao, Hu Shang A Yi, and Kenyue Coffee [1] - New milk tea products being launched include Cha Bai Dao's Sunshine Green Grape Ice Milk, Gu Ming's Cloud Salted Duck, Hu Shang A Yi's Rich Rice Mochi Milk Tea, Mixue's Apple Milk Green, Yihe Tang's Four Seasons Spring Light Milk Tea, and Ye Ye Bu Pao Cha's Needle King Grape [1] - New coffee products include Kudi Coffee's Kale Americano, Kenyue Coffee's Juicy Grape Sparkling Americano, Lavazza's KAFA Forest Guixia Americano, Luckin Coffee's Fresh Brewed Light Osmanthus, and Starbucks' Golden Osmanthus Latte, Golden Osmanthus Americano, and Golden Osmanthus Phoenix Single Bush Tea Latte [1] Group 2: Other Beverage Launches - New fruit tea products include Hu Shang A Yi's 12-in-1 Revitalizing Fiber Bottle (Small Green Bottle) and Shu Yi Shao Xian Cao's Desert Apricot Red [1]

Core Insights - The annual "First Cup of Milk Tea in Autumn" has become a competitive battleground for brands, with a focus on innovative marketing strategies and product offerings to attract consumers [1][9][24] Group 1: Marketing Strategies - This year's promotions include unique offerings such as gold giveaways, with brands like Hu Shang A Yi and Yi He Tang providing opportunities to win gold through purchases, creating a buzz on social media [1][3] - The trend of using "super IP" collaborations is evident, with brands like Heytea partnering with popular characters like CHIIKAWA, leading to significant consumer interest and long wait times for orders [7][9] - Creative marketing tactics, such as "social death" honor certifications and giant banners for first customers, have been employed to engage younger audiences [4][6] Group 2: Product Innovations - The introduction of seasonal products, particularly those featuring osmanthus, has been a key focus, with major brands like Starbucks and Luckin Coffee launching new osmanthus-flavored drinks [12][14] - Regional innovations are highlighted, with brands incorporating local flavors, such as "Gui Zi You Lemon Tea" and "Da Mo Xing Zi Hong," to appeal to regional tastes [15][17] - The popularity of fruit-based drinks remains strong, with brands like Mixue Ice City and Tea Baidao launching apple and grape beverages to cater to consumer preferences during the transition from summer to autumn [18][20] Group 3: Industry Trends - The overall sales volume for the "First Cup of Milk Tea in Autumn" has seen significant growth, with over 20,000 tea shops selling more than 53 million cups on the day, marking a 34% increase from the previous year [9][12] - The event has evolved from a simple online trend to a phenomenon embraced by the entire tea beverage industry, indicating its growing importance in the market [9][12] - The preparation and training of staff have become crucial, with brands focusing on ensuring that employees are well-prepared to handle the increased demand during this peak season [24][25][26]