Group 1: Industry Trends - The takeaway beverage industry is experiencing a resurgence driven by aggressive subsidy campaigns from major delivery platforms like JD.com, Meituan, and Ele.me, leading to a significant increase in daily order volumes [1] - As of May 7, 2023, Kudi Coffee's cumulative sales on JD.com exceeded 40 million orders, while Nayuki's Tea saw a year-on-year order volume increase of over 200% on Ele.me [1] - New registrations of tea beverage companies are predominantly occurring in third-tier cities, contributing 22.42% to the total new registrations this year [1] Group 2: Market Dynamics - New tea beverage brands are now responsible for nearly 10% of China's total tea production, indicating their deep integration into the tea industry [2] - The top new tea brands, such as Heytea and Mijia Ice City, have reached significant market valuations, with four brands qualifying for the Hu Run China 500 list [2] - The tea beverage market is witnessing a price increase trend, with leading brands raising prices by 1-3 RMB for new products, reflecting a shift from price competition to value competition [4][5] Group 3: Company Performance - Cha Bai Dao's stock surged by over 18%, driven by strong sales performance during the May Day holiday, with some stores reporting sales increases of up to 3000% [3] - The company has seen a 50% increase in overall sales during the holiday period, with significant growth in both domestic and international markets [3] - Cha Bai Dao's same-store sales have shown double-digit growth since April, with a year-on-year increase of over 20% from May 1 to 14 [3] Group 4: Consumer Behavior - Despite price increases, new product sales remain strong, indicating consumer willingness to pay for quality upgrades [5] - The rising costs of raw materials, including fruits and dairy, have prompted brands to raise prices while simultaneously launching high-value new products [5] - The industry is expected to evolve towards a dual-track model of "premiumization" and "cost-effectiveness," with brands needing to innovate continuously to maintain competitiveness [5]

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].

Core Insights - The new tea beverage industry is entering a consumption peak as summer approaches, with major brands launching new products to capture market share [1] - Health-conscious trends are driving the introduction of innovative products featuring fresh and healthy ingredients [1][4] Industry Trends - The order volume for beverage categories has consistently ranked first in the restaurant sector since April 20, with a 110% week-on-week increase in searches for summer-themed drinks [1] - The number of tea beverage merchants launching new products has increased by nearly 30% compared to the same period last month [4] Company Highlights - Cha Bai Dao launched its "Oriental Plant Fresh Fruit Tea" series, with the "Fresh Purple Perilla Multi-Fruit Grape" and "Rose Grape" products selling 1.8 million cups within five days [1][2] - The new product from Xi Tea, "Ying Hong. Cheese Sticky," achieved a first-day sales record of 800,000 cups nationwide, with some stores selling 1,500 cups in a single day [2] - Jasmine Milk White's "Green Mango Yellow Skin Ice Tea" sold over 100,000 cups on its first day, showcasing innovative flavor combinations [3] Consumer Preferences - Consumers are increasingly focused on health management, leading to a rise in low-sugar and low-calorie fruit and vegetable tea beverages [4] - The pairing of tea drinks with food items like fried chicken and barbecue is becoming more popular, indicating a shift in consumer dining habits [4]