2025年茶饮行业数据总结及2026年展望

Summary of the Conference Call on the Tea Beverage Industry and Companies Industry Overview - The tea beverage industry is experiencing growth, with significant developments expected in 2026, particularly in Southeast Asia, South America, and Japan/Korea markets, which are identified as key growth areas due to their market potential and increasing brand presence [25][21]. Company Insights Gu Ming - 2025 Performance: Gu Ming's GMV (Gross Merchandise Volume) grew approximately 18% year-on-year, with December's takeaway orders dropping to 37% due to subsidy reductions and seasonal factors. The actual revenue rate for takeout was around 75%, down from nearly 70% during peak subsidy periods [1][3][5]. - 2026 Projections: Gu Ming anticipates a total revenue (GMV) of 35 billion yuan in 2026, with company revenue expected to exceed 40% of GMV. Growth will primarily come from the addition of over 3,000 new stores, with daily average revenue per store projected to remain stable at around 7,500 to 8,000 yuan [1][7]. - Sales Strategy: The company plans to increase coffee product sales to 25% of total sales, promote breakfast and afternoon tea offerings, and introduce new products. The expected ROI for paid advertising is projected to be between 1:4 and 1:5 [1][9][10]. - Store Performance: In December, Gu Ming's average daily revenue per store was 209,000 yuan, with a stable average transaction value of 25.7 yuan [2]. Mi Xue Bing Cheng - 2025 Performance: Mi Xue Bing Cheng reported a same-store sales growth of 3-4% in December, with a slight increase in actual revenue of about 1%. Online sales accounted for 36% of total sales, showing a year-on-year increase but a decline compared to the previous month [16][22]. - 2026 Expansion Plans: The company plans to add 5,000 new stores in 2026, focusing on tourist attractions and transportation hubs, with a total of 8,000 new stores expected. The company aims to maintain its pricing strategy without increasing prices to achieve a 5% same-store growth [18][22]. - Sales Strategy: Mi Xue Bing Cheng is also looking to enhance its product offerings and has plans to open flagship stores to strengthen its brand presence in key locations [34]. Lucky Coffee - 2025 Performance: Lucky Coffee's daily average sales reached approximately 3,300 yuan, with a significant increase in store numbers from 4,500 to 11,000 by the end of 2025. The company has focused on coffee products, which now account for 80% of its offerings, with 90% of sales coming from coffee-related products [26][27]. - Future Growth: The company expects a 10% growth in single-store performance for 2026, driven by increased foot traffic and optimized marketing strategies [28]. Key Challenges and Considerations - Subsidy Reductions: The reduction in takeout subsidies has led to a decline in revenue rates, which could impact overall sales performance across the industry [3][5]. - Market Competition: The potential for price wars due to reduced subsidies may affect consumer behavior and sales dynamics, particularly in the mid-tier beverage market [22]. - Investment Models: Different investment models among companies, such as Gu Ming's higher investment costs compared to Lucky Coffee's lower model, may influence their expansion strategies and franchisee recruitment [32]. Conclusion The tea beverage industry is poised for growth, with companies like Gu Ming, Mi Xue Bing Cheng, and Lucky Coffee implementing strategic plans to enhance their market presence and sales performance. However, challenges such as subsidy reductions and competitive pressures will require careful navigation to sustain growth trajectories in the coming years.