回顾2025年消费领域，新茶饮无疑写下了浓厚的一笔。 这一年，蜜雪冰城、古茗、沪上阿姨、霸王茶姬先后成功上市，与之前登陆资本市场的奈雪、茶百道"胜利会师"。一时间，"新茶饮六小龙"之名不胫而 走，也造就了一段段财富传奇。 作为餐饮行业中成长最快的一个细分品类，中国新茶饮全国门店数量已经突破40万家。在资本追捧下，甚至出现1条商业街上10几家奶茶店的情况，很多 网友对此调侃"这几条街曾经渴过太多人"。 但与此同时，新茶饮行业的"优胜劣汰"进程加速推进。公开数据显示，过去一年里，有15.7万家奶茶店从市场消失，奶茶店们以惊人的速度刷新行业闭店 率榜首。 | 品牌总数 | 连锁化率 (? | | --- | --- | | 4,073个 | 50.54% | | 门店总数 | 每万人门店数 | | 410,245家 | 2.9家 | | 近一年新开店数 | 近一年净增长数 | | 101,504家 | -29,349家 | 在其背后，是新茶饮品类的"大洗牌"一直在发挥作用。 品类迭代 中国现制茶饮的发展史，堪称消费升级的一部教科书。 上世纪80年代，以快可立为代表的品牌将珍珠奶茶从台湾引入大陆，产品以茶粉、植脂末为 ...

以下文章来源于餐饮O2O ，作者专注餐饮业创新的 餐饮O2O . 餐饮O2O是中国专注餐饮产业链新媒体，每天分享餐饮产业上下游新鲜资讯+干货案例，以媒体为入 口，为餐饮业提供咨询培训、投融资、供应链、开店选址、创业加盟等行业深度服务。 最近走进奶茶店，菜单好像有点 " 似曾相识 " ？前两年还在比拼谁家水果更小众、名字更猎奇，油柑、 黄皮轮番上阵。 但不知道从什么时候开始，那些熟悉的 " 老味道 " 悄悄杀回来了 —— 黑糖珍珠、霸气杨梅、烧仙草 …… 竟然又成了点单热门。 如果你也感觉到了，那你已经触摸到了 2025 年茶饮行业最明显的一次 " 集体转身 " 。当狂奔式的创新 渐渐疲软，头部品牌们不约而同地做了一件看起来有点 " 复古 " 的事： 而我们作为消费者，为什么又会心甘情愿地为这份"熟悉的新鲜感"买单？ 01 2025年， 茶饮品牌卷不动新奇特， 开始卷 " 老味道 " 近年来，几乎所有餐饮品牌在新品竞争上，卷的都是颠覆和猎奇。小众水果如油柑、黄皮等轮番登场。 然而，进入 2025 年，随着品类红利消退，狂飙突进式的创新难以持续规模化，头部品牌不约而同地放慢 了追逐下一个 " 超级单品 " 的脚步 ...

Core Viewpoint - The "mountain wild" beverage trend has emerged as a new favorite among young consumers during the May Day holiday in Guangzhou, reshaping the competitive landscape of the ready-to-drink tea market [1][2]. Group 1: Market Trends - Natural ingredients such as wood ginger, papaya, sea buckthorn, and wild tomatoes have become popular in ready-to-drink tea, appealing to young consumers [2]. - The "mountain wild" theme has been successfully integrated into various products, with brands like Tea Baidao and Nayuki launching specific series that highlight these ingredients [2][3]. - The popularity of "mountain wild" beverages is reflected in high sales, with some products selling out quickly, indicating strong consumer demand [2]. Group 2: Consumer Behavior - The rise of "mountain wild" beverages aligns with the emotional needs of the younger generation, who seek stress relief through natural and nostalgic flavors [3]. - The combination of seasonal, local ingredients and traditional preparation methods resonates with consumers, enhancing their connection to childhood memories and local culture [3]. Group 3: Brand Strategy - Brands are encouraged to innovate using seasonal, contextual, and ingredient-based approaches to maintain consumer interest and promote health [4]. - The uniqueness and regional characteristics of "mountain wild" ingredients provide brands with new storytelling opportunities, enhancing emotional value for consumers [4]. - Collaborating with local farmers and securing ingredient supply chains will be essential for brands to ensure quality and freshness in their offerings [4].