Core Insights - The fierce price war in the ready-to-drink tea market has led to the downfall of Xiangpiaopiao, marking it as the first casualty of the ongoing food delivery battle [1][7] - The rapid growth of ready-to-drink tea brands is significantly impacting traditional brewing markets, raising questions about the future of established brands like Xiangpiaopiao [2][12] Company Performance - Xiangpiaopiao reported a net loss of 97.39 million yuan for the first half of 2025, with a year-on-year increase in losses of 68 million yuan, marking its worst mid-year performance since going public [5][6] - The company's stock price has dropped over 60% since its peak in 2019, resulting in a market capitalization loss exceeding 8.4 billion yuan [5] Market Trends - The ready-to-drink tea segment has seen explosive growth, with brands like Nayuki and Mixue experiencing significant increases in order volumes, while Xiangpiaopiao struggles to maintain its market position [4][8] - The number of new tea drink stores is projected to rise from 378,000 in 2020 to 630,000 by 2025, indicating a shift in consumer preferences towards ready-to-drink options [8] Competitive Landscape - New tea brands are rapidly innovating and introducing new products, while Xiangpiaopiao has stagnated with a limited product range, leading to a decline in sales volume from 45.59 million boxes in 2020 to 32.78 million boxes in 2024 [9][10] - The convenience of ready-to-drink options is reshaping consumer behavior, making traditional brewing methods less appealing [10][12] Strategic Challenges - Xiangpiaopiao's attempts to diversify into ready-to-drink products have faced challenges due to inconsistent brand positioning and competition from both new entrants and established players [15][18] - The company's marketing efforts have not effectively translated into market share gains, as it struggles to compete in both traditional and modern retail channels [16][17]

Core Viewpoint - The company is facing significant challenges in its traditional bubble tea business, with a notable decline in revenue and profits, while attempting to pivot towards ready-to-drink tea products amidst fierce competition in the beverage market [2][5][20]. Group 1: Company Performance - In Q1 2023, the company's revenue decreased by 19.98% year-on-year, and it reported a net loss of 18.77 million yuan [2]. - For the first half of 2023, the company expects revenue of 1.035 billion yuan, down 12.21% year-on-year, with a net loss of approximately 111 million yuan, an increase of 230.12% compared to the previous year [2]. - The company's revenue peaked at 3.978 billion yuan in 2019 but has been on a downward trend since 2020, with a cumulative decline of 21.4% by 2022 [5][6]. Group 2: Market Trends - The ready-to-drink tea segment is growing, with sales of ready-to-drink tea and functional beverages increasing by 16.6% and 12.1% respectively in 2024 [11]. - The retail scale of instant tea has been declining, with a compound annual growth rate of -2.01% from 2014 to 2023, while the overall retail scale of hot drinks grew at a rate of 4.31% [10]. Group 3: Product Transition - The company is transitioning from its traditional brewing products to ready-to-drink options, with the ready-to-drink segment accounting for nearly 30% of total revenue in 2024 [16]. - The Meco fruit tea product line has shown promising growth, with revenue reaching 780 million yuan in 2024, a growth rate of 20.69% [14]. - Despite the introduction of new products, the overall ready-to-drink segment's growth remains limited compared to leading competitors in the market [15][18]. Group 4: Competitive Landscape - The number of new tea drink stores in China has increased significantly, from 378,000 in 2020 to nearly 630,000 in 2024, intensifying competition for market share [19]. - The company faces stiff competition from established brands like Mixue Ice City, which sells around 1 billion cups of fresh lemon water annually, highlighting the disparity in market presence [17][18]. Group 5: Channel Strategy - The company is exploring new retail channels, including snack wholesale stores, and has launched a portable 280ml Meco fruit tea package targeting this market [26][27]. - The company has over 30,000 partnerships with snack wholesale stores, indicating a strategic shift in distribution channels [26]. - The company is cautious about expanding its direct retail presence, focusing instead on using physical stores as testing grounds for new products [23][24]. Group 6: Marketing and Promotion - The company has been investing heavily in marketing, with sales promotion expenses significantly exceeding research and development costs, indicating a focus on brand visibility [37][38]. - The company has engaged popular youth idols for brand endorsements, which has led to increased sales during live-streaming events [34][35]. - Despite these efforts, the online sales channel remains underdeveloped, with e-commerce revenue declining by 25% in 2024 [36].

Group 1 - The core viewpoint of the article highlights that the traditional milk tea brand Xiangpiaopiao is facing significant losses of nearly 100 million yuan amid the rapid rise of new tea beverage brands [1][2]. - Xiangpiaopiao's half-year performance report for 2025 indicates a projected revenue of approximately 1.035 billion yuan, a decrease of about 144 million yuan or 12.21% year-on-year [2]. - The decline in Xiangpiaopiao's performance is attributed to changes in external consumer environments, habits, and demands, which have pressured sales of traditional brewing products during peak seasons [2]. Group 2 - Since its listing in 2017, Xiangpiaopiao has experienced four years of year-on-year revenue and net profit declines out of eight years [2]. - The company's revenue growth rate has been declining since 2018, with a notable drop to -5.46% in 2020, marking a turning point in its performance [2]. - The traditional brewed milk tea market has seen a significant contraction, with its market size decreasing from 11.3 billion yuan in 2012 to 7.6 billion yuan in 2023, a decline of 32.7% [2]. Group 3 - Industry analysts indicate that the fast-moving consumer goods sector has entered a new phase where product strength is paramount, and reliance on marketing-driven growth is becoming less effective [3]. - Xiangpiaopiao is exploring new growth avenues by launching ready-to-drink products and conducting pop-up store events in various cities, although the impact on its core brewing business remains limited [3]. - The company is also increasing marketing efforts and resource support for its Meco juice tea and Lan Fang Yuan series to capture a share of the new tea beverage market [3].

Core Viewpoint - Xiangpiaopiao is facing significant performance challenges, with a projected revenue of 1.035 billion yuan for the first half of the year, representing a year-on-year decline of approximately 12.21% and a net loss of about 111 million yuan, marking the worst mid-year results since its IPO in 2017 [1][2] Group 1: Performance and Market Challenges - The company attributes its performance decline to various factors, including seasonal consumption patterns, changes in consumer habits, and demand fluctuations [1] - The traditional bubble tea market is experiencing structural changes, with emerging categories like new tea drinks and ready-to-drink milk tea gaining popularity, leading to increased competition [1][2] - Younger consumers are increasingly prioritizing health, quality, and experience, which the company's product line, primarily focused on solid bubble tea, fails to meet [1] Group 2: Strategic and Operational Issues - Despite attempts to enter the ready-to-drink beverage market with products like Meco fruit tea and Lan Fang Yuan frozen lemon tea, the company is struggling to compete effectively due to slow transformation and a strong association with traditional bubble tea [2] - Changes in distribution channels, with traditional supermarkets and convenience stores seeing stagnant growth, pose additional challenges, as new channels like e-commerce and instant delivery require enhanced supply chain responsiveness and marketing capabilities [2] - The decline in performance reflects the broader trend of traditional bubble tea models losing ground in the new market environment, emphasizing the need for continuous evolution and adaptation to remain competitive [2]

Core Viewpoint - The company Xiangpiaopiao has announced a significant loss in its performance for the first half of 2025, with revenue declining and net profit expected to worsen compared to the previous year [1][3]. Financial Performance - In the first half of 2025, Xiangpiaopiao's revenue is approximately 1.035 billion yuan, a year-on-year decrease of 12.21% [1]. - The expected net loss for the company is around 97.39 million yuan, which represents an increase in loss of approximately 678.9 million yuan compared to the same period last year [1]. - The company's net profit loss has expanded by 230% compared to the same period in 2024, with a further increase in non-recurring net profit loss to 111 million yuan, marking a record high in recent years [1][3]. Reasons for Performance Decline - The decline in performance is attributed to changes in the external consumption environment, consumer habits, and demand, which have pressured traditional brewing products during peak sales seasons [3]. - The timing of the Spring Festival has shifted compared to the previous year, resulting in a shorter peak season and an early transition into the off-peak period for brewing business [3]. - The company has actively reduced channel inventory levels to maintain the interests of distributors and ensure healthy inventory for the upcoming peak season [3]. Strategic Transition - Xiangpiaopiao has initiated a strategic transition, focusing more on the ready-to-drink segment, particularly the Meco juice tea [6]. - The ready-to-drink business saw an 8% revenue increase in 2024, reaching 973 million yuan, with Meco juice tea growing by 20.69% [8]. - However, the growth rate of the ready-to-drink segment has significantly slowed in 2025, failing to offset the decline in brewing products, which has contributed to the company's performance pressure [8]. Market Challenges - The ready-to-drink business has a much lower gross margin compared to brewing products, and the company has not yet established a breakout product in the highly competitive ready-to-drink tea market dominated by major players [8]. - Xiangpiaopiao faces challenges with its channel transformation, as its supermarket and distribution system shows weak growth, with online channels accounting for less than 15% in 2024 [8]. Future Outlook - To alleviate performance pressure, the company has invested 100 million yuan to acquire a 13.29% stake in the Changsha Quanzhong Venture Capital Fund, which focuses on the consumer sector [8]. - However, industry insiders believe that the investment will take a long time to yield results, and the company's expanded losses are fundamentally due to weak growth in its main product category and a lack of new growth engines [8]. - The performance in the second half of 2025 will be crucial, as the recovery of sales during the brewing peak season will determine the company's annual performance baseline [8].

Core Viewpoint - Xiangpiaopiao Food Co., Ltd. announced a 100 million yuan investment in Changsha Quanzhong Venture Capital Partnership, acquiring a 13.29% stake, amidst ongoing performance challenges, raising questions about its strategic direction and future [1][4]. Performance Decline - The company has experienced a significant decline in performance, with 2024 revenue at 3.287 billion yuan, down 9.32% year-on-year, and a net profit of 253 million yuan, down 9.67% [2]. - In Q1 2025, revenue further decreased to 580 million yuan, a sharp decline of 19.98%, resulting in a net loss of 18.775 million yuan compared to a profit of 25.213 million yuan in the same period last year [2]. - The core brewing business, which was once the foundation of the company, has become a major drag on performance, with revenue from brewing products in 2024 at 2.271 billion yuan, down 15.42%, and a staggering 37.18% decline in Q1 2025 [2]. Strategic Initiatives - To address these challenges, the company launched a "dual-drive" strategy in 2018, focusing on ready-to-drink products, which saw revenue growth to 973 million yuan in 2024, an increase of 8.00%, and a 13.89% increase in Q1 2025 [3]. - However, the ready-to-drink segment faces intense competition and has a lower gross margin of 24.88%, compared to 44.40% for brewing products, indicating a need for improved profitability [3]. Investment Strategy - The recent 100 million yuan investment in the venture capital fund is a strategic move to explore the large consumer sector, with over 80% of the fund's capital directed towards this area, including both growth and mature companies as well as promising early-stage projects [4]. - While short-term performance impact from this investment may be limited due to the lengthy investment cycle, it represents a significant step in diversifying beyond traditional milk tea business and aligning with market trends towards diversification and innovation [4]. Diversification Efforts - The company has previously made investments in 31 enterprises across various sectors, including marketing, supply chain, and dining, indicating a broad investment landscape [5]. - Investments in supply chain entities aim to enhance stability, reduce procurement costs, and improve delivery efficiency, while collaborations with dining businesses could create synergies for ready-to-drink products [5]. - The company's efforts to establish offline pop-up stores in cities like Hangzhou and Chengdu reflect its exploration of new consumer engagement strategies, which could further boost sales through partnerships with dining enterprises [5].

Core Viewpoint - The company, Xiangpiaopiao, is undergoing its "third entrepreneurship" to innovate its business fundamentals amidst declining performance due to competition from new tea beverage brands and the rise of ready-to-drink tea products [1][3]. Group 1: Financial Performance - In 2024, Xiangpiaopiao reported a revenue of 3.287 billion yuan, a year-on-year decline of 9%, and a net profit of 253 million yuan, down 10% [1]. - In Q1 2025, the company achieved approximately 580 million yuan in revenue, a year-on-year decrease of 19.98%, and a net loss of approximately 18.775 million yuan compared to a net profit of 25.2126 million yuan in the same period last year [1]. Group 2: Market Position and Competition - Xiangpiaopiao has maintained its position as the market leader in the cup-based instant tea segment for 13 consecutive years from 2012 to 2024 [1]. - The company faces significant competition from ready-to-drink tea products and fresh tea beverages, which have penetrated various consumer markets, leading to a decline in the instant tea segment [3]. Group 3: Business Strategy and Innovation - The company is focusing on the health upgrade of its instant tea products as part of its "third entrepreneurship," with a strategy aimed at "healthier categories, younger branding, scenario-based products, and daily consumption" [4]. - Xiangpiaopiao has increased its R&D expenses for five consecutive years, indicating a commitment to innovation, with new products like "original leaf light milk tea" launched in September 2023 [4][8]. - The company has opened two physical tea shops in key locations to rekindle consumer interest in instant tea, achieving significant sales with new product launches [4][6]. Group 4: Future Outlook - Analysts suggest that despite current performance pressures, Xiangpiaopiao is building momentum for recovery through strategic focus and innovation, with expectations for improved performance in 2025 as new products gain traction [8].

文 | 邢初 编辑 | 何子维 视觉 | 诺言 一头利落的短发，戴着墨镜，弹着吉他，在舞台上摇滚范十足——随着《浪姐6》的热播，一位姐姐多 次登上热搜——她就是蒋一侨，香飘飘创始人蒋建琪的千金。 蒋一侨的出现预示着，20年前的"茶饮鼻祖"香飘飘正在高调重回公众视线。 而不久前，在号称"中国最贵"的四川成都春熙路，一家"香飘飘奶茶线下店"开业活动引发关注。多名身 高模样出众的年轻男店员，站在店外迎客。 更引人瞩目的是，成都门店开业之前，香飘飘发布了店员招聘信息， 要求"身高 180cm以上、空乘专业 优先、气质形象佳"。 香飘飘门店的年轻店员们/图源：社交媒体截图 开业当天，门店秒变"男模秀场"。帅哥店员冲泡奶茶时，被人们围得水泄不通。 成都并不是香飘飘开设第一个线下店的城市。今年初，香飘飘"地球首家奶茶店"在杭州西湖畔的湖滨银 泰开业，虽然只运营20多天，但第一天就大排长龙，店面浪漫有格调，泡茶师帅气吸睛。 这些容貌出众的年轻男性，在现场做的并不是现制调配奶茶，而是用茶包进行泡制。要知道，作为中国 杯装奶茶鼻祖，香飘飘做的就是植脂末冲泡的"奶茶"，原本是没有茶叶的。 历来以冲泡勾兑奶茶为特色的香飘飘，一时间喊 ...

公司代码：603711 公司简称：香飘飘 登录新浪财经APP 搜索【信披】查看更多考评等级 第一节 重要提示 1、本年度报告摘要来自年度报告全文，为全面了解本公司的经营成果、财务状况及未来发展规划，投 资者应当到http://www.sse.com.cn网站仔细阅读年度报告全文。 2、本公司董事会、监事会及董事、监事、高级管理人员保证年度报告内容的真实性、准确性、完整 性，不存在虚假记载、误导性陈述或重大遗漏，并承担个别和连带的法律责任。 3、公司全体董事出席董事会会议。 4、立信会计师事务所（特殊普通合伙）为本公司出具了标准无保留意见的审计报告。 5、董事会决议通过的本报告期利润分配预案或公积金转增股本预案 公司拟以利润分配方案实施的股权登记日的总股本为基数，向全体股东每10股派发现金红利2.50元（含 税），截至2025年4月25日，公司总股本为412,684,500股，合计拟派发现金红利人民币103,171,125元 （含税）。上述预案需提交公司2024年年度股东大会审议。 第二节 公司基本情况 1、公司简介 根据中国证监会《上市公司行业分类指引（2012年修订）》，公司属于"制造业"之"酒、饮料和精制 ...

曾经的奶茶领导者，正在学习去讲一个新的故事。 杭州西湖畔的湖滨银泰 in77，前阵子迎来了一波新的热闹：一家奶茶快闪店大排长龙，动辄要等待上 2 个 小时。店员将茶包放入手冲壶中萃取。三分钟后，店员将茶汤、牛奶杯和含有茉莉纯露的配料一起倒入杯 中，一杯奶茶就做好了——整个过程颇具仪式感，因限购 2 杯，顾客可以直接购买零售款轻乳茶带回家自 己完成。 这是香飘飘开设的第一家现制奶茶店，在 "手冲现泡、一杯两泡" 的口号背后，很多人不惜排队两个小时 也要喝上一杯。在新式茶饮内卷的今天，像这样的新玩家已是罕见。 当茶饮进入存量市场，创新爆款产品更少出现，取而代之的是效率的竞争。品牌们忙着优化原料、设备升 级、门店管理，期望通过更低的价格来换取更多的客单。奶茶门店越开越密，争相抢夺优质加盟商的点 位。当市场整体规模不再增长，激烈竞争之下，有的茶饮品牌闭店上千家，有的品牌利润率腰斩。 如此残酷的市场环境，为什么又多了一家新公司？ 奶茶内卷，零售化会是中间路线吗 香飘飘的确是在开店卖奶茶，只不过它想卖的并不只是门店作为零售渠道那一杯。他们尝试将现制茶饮产 品的现泡口感和体验，打造成标准化的快消品。同时，省去了房租、人力成 ...