Core Viewpoint - The company, 鹿角巷, is making a comeback in the Beijing market after facing challenges from counterfeit brands, with a focus on differentiating itself in a competitive tea beverage industry that has shifted from growth to "stock competition" [1][6]. Company Overview - 鹿角巷 has reopened its first store in Beijing at 朝阳大悦城, featuring a new yellow and white design, with an average price of 17 yuan per customer, positioning itself in the mid-range of the tea beverage market [2][4]. - The brand's product lineup continues to emphasize its signature brown sugar pearl tea while introducing new items like rainbow crushed ice and special flavored teas, highlighting the use of fresh milk [2][3]. Market Context - The tea beverage market is experiencing a slowdown in growth, transitioning to a phase where competition is more about existing market share rather than expansion, making it crucial for 鹿角巷 to identify its unique advantages [1][6][8]. - The company has faced significant challenges due to counterfeit brands, with reported legal costs reaching 1 billion yuan for brand protection efforts [4][6]. Expansion Strategy - 鹿角巷 is not only targeting the Beijing market but is also planning to expand into other cities, actively seeking exclusive partners for new store openings [5][6]. - The brand aims to optimize its business model and is considering a shift towards smaller store formats to adapt to the changing market dynamics [7][9]. Competitive Landscape - The tea beverage market is becoming increasingly competitive, with many local brands emerging and established brands solidifying their positions, making it essential for 鹿角巷 to establish a distinct brand identity and operational efficiency [7][9]. - Industry experts suggest that 鹿角巷 should focus on creating unique product offerings and optimizing its profitability model while being cautious about the pace of its expansion [9].