Group 1 - The core viewpoint of the news highlights the recent performance of Naixue Tea, which saw a significant increase in stock price despite a year-to-date decline [1][2] - As of July 2, the Hang Seng Index rose by 0.62%, while Naixue Tea's stock price increased by 33.33% to HKD 1.68 per share, with a trading volume of 106 million shares and a turnover of HKD 170 million [1] - Over the past month, Naixue Tea has experienced a cumulative increase of 1.61%, but it has a year-to-date decline of 7.35%, underperforming the Hang Seng Index by 20% [2] Group 2 - Financial data for Naixue Tea shows total revenue of CNY 4.921 billion for the year ending December 31, 2024, representing a year-on-year decrease of 4.7%, and a net profit attributable to shareholders of -CNY 917 million, a significant decline of 7036.53% [2] - The gross profit margin stands at 63.24%, and the debt-to-asset ratio is 36.48% [2] - Currently, there are no institutional investment ratings for Naixue Tea, and its price-to-earnings ratio is -2.17, ranking 100th in the industry, which has an average TTM P/E ratio of 44.85 [3] Group 3 - Naixue Tea, founded in 2015, is a pioneer in the new tea beverage sector, introducing a dual-category model of "tea drinks + soft European bread" [3] - The company focuses on a tea-centric modern lifestyle and has developed three main business segments: "freshly made tea drinks," "Naixue Mingcha," and "RTD bottled tea" [3] - As of now, Naixue Tea has expanded to nearly 100 major cities in China, with over 1,200 stores, aiming to become a globally loved tea beverage brand [3]

Core Viewpoint - The article discusses the rise of kale as a "superfood" in the beverage industry, particularly in China, driven by marketing strategies from tea brands that transformed it from a little-known ornamental plant to a popular ingredient in drinks [4][6][16]. Group 1: Kale's Transformation - Initially, kale was considered an ornamental plant with no known edible records, but by 2025, it became a sought-after "superfood" with numerous health benefits attributed to it, such as antioxidant properties and potential cancer-fighting capabilities [4][5]. - The price of kale surged dramatically, with its acquisition price increasing from 0.8 yuan per pound in 2024 to 3.5 yuan per pound in 2025, marking a rise of over 300% [5][6]. - The domestic market share of kale shifted from 5% to 55% as tea brands began to source it for their products, indicating a significant change in consumer demand [7]. Group 2: Marketing Strategies - Tea brands adopted a marketing strategy that combined novelty, taste adjustment, and health benefits to promote kale, similar to the successful marketing tactics used in the West [16][20]. - The launch of "Champion Slimming Bottle" by Heytea during the Paris Olympics linked kale to health and fitness, leveraging athlete endorsements to enhance its appeal [21][22]. - The health narrative around kale was emphasized, with products marketed as "superfoods" and backed by nutritional reports, appealing to consumers' desire for healthier beverage options [25][26]. Group 3: Industry Trends - The trend of utilizing niche ingredients like kale has been observed across the beverage industry, with various brands successfully launching products featuring unique ingredients to create buzz and drive sales [28][29]. - The article highlights that the beverage industry is characterized by high competition and product homogeneity, making the discovery of niche ingredients a necessary strategy for brands to differentiate themselves [36]. - In 2024, major tea brands introduced over 2,600 new products, indicating a continuous effort to innovate and attract consumers through new flavors and ingredients [38].

2012年，天津北宁公园东门附近的绿化带里，种植了一批新的景观植物。这种观赏植物因为形似"大白 菜"，才种上3-4天，就被人挖走了近百棵。 眼瞅着绿化带就要被薅秃了，当地园林部门，赶紧找到本地都市报的记者，面向市民们做起了科普： 所谓的"大白菜"，其实是一种观赏花，"它有个十分好听的名字，叫作 羽衣甘蓝 "。 虽然长得像"大白菜"，但"目前的花卉研究资料中，并没有这种花的食用记录"。因此，园林部门提醒广 大市民—— "不要擅自采摘，更不要用于做菜，以免出现不良反应，造成不必要的损失" [1]。 园林工人在绿化带里清理羽衣甘蓝，威海，2023年 但谁能想到，到了2025年，羽衣甘蓝不仅成功从绿化带翻身跃上了餐桌，还活成了领先普通蔬菜几个 版本的 —— 超级食物 。 在社交媒体的相关讨论中，羽衣甘蓝不是一种食物，而是一种对标"保健品"的存在。相比吃起来，味道 咋样？大家讨论的重点往往是——吃了，人会咋样？ 围绕着"超级食物"富含营养这一个核心，在社交媒体上，羽衣甘蓝被赋予了太多神奇功效——抗氧化、 抗炎、促进消化、去火、补钙，甚至是——抗癌。 可以说，能引起现代人"健康焦虑"的常见痛点，羽衣甘蓝几乎都轻松拿捏 。 ...