Recently, consumers in Qingyuan, Guangdong discovered that the mini-program of the chain tea beverage brand CoCo都可 no longer shows any local stores, indicating that the brand has quietly withdrawn from the Qingyuan market. As a veteran Taiwanese tea beverage brand founded in 1997, CoCo都可 accompanied a generation as they grew up, and its classic Milk Tea Three Brothers and Fresh Passion Fruit Double Punch were favorites for many. However, in recent years competition in the tea beverage sector has intensified, with emerging brands such as Chagee and Sexy Tea continually appearing. Although CoCo都可 has carried out co-branded campaigns and overseas expansion, the results seem to have fallen short of expectations. On social platforms, many users have reported that nearby stores have quietly disappeared, and data show that the number of its closures has exceeded its existing stores. What exactly has caused this brand, once bustling with customers, to fall into a wave of closures? This article will analyze from the perspectives of the market environment, product competitiveness, and operating costs. [more…]

Recently, at the location of the former Manner store at the Wujiang Road subway entrance in Shanghai, a "Chaji Xiancui" construction hoarding has appeared. Its English signage is highly similar to that of Chagee, and together with the slogan "COFFEE OR TEAPRESSO?", it has sparked speculation about whether this leading tea beverage brand is planning to enter the coffee sector. However, according to fans, Chaji Xiancui is actually a sub-brand under Chagee that specializes in "concentrated brewed tea." Its store equipment resembles semi-automatic espresso machines, using high-temperature and high-pressure extraction to produce tea concentrate, which is then blended with dairy products; the products still fall within the tea beverage category. At present, the brand has already opened two stores in Shanghai, and the Wujiang Road hoarding is for a new store that is about to open. [more…]

SMILEY, an internationally renowned IP with a 50-year history, has officially entered the tea beverage sector. Its brand SMILEY tea will open its first global store at Joy City in Chaoyang, Beijing, expected to open on October 1. The brand focuses on whole-leaf steam tea, brewing tea in a way similar to coffee extraction. Its product line covers lattes, pour-over tea, milk tea, alcoholic specialty drinks, and ice cream, positioned at a mid-range price point and targeting consumers born in the 1990s to 1995. Amid fierce competition in the tea beverage industry and where IP collaborations have become the norm, whether SMILEY tea can establish a firm foothold by leveraging its built-in traffic IP advantage still needs market testing. This article also brings coffee knowledge exchange and Front Street Coffee's specialty bean recommendations. [more…]

Recently, a plastic washbasin offered by Mixue Bingcheng as a周边 (merchandise) for spending 15 yuan or more has sparked widespread discussion online. This plastic washbasin, printed with the brand's mascot Snow King, breaks the conventional impression that tea beverage brand merchandise must be exquisite and attractive, with its plain and simple appearance and highly down-to-earth positioning. Netizens verbally complained that it was "ridiculous," yet couldn't help placing orders. It is worth noting that this merchandise is not available in stores nationwide, but is concentrated in certain areas of Jiangsu and Zhejiang, which has made many fans envious. As a tea beverage brand known for low prices, affordability, and being down-to-earth, Mixue Bingcheng's move, though surprising, is actually quite reasonable upon reflection. This article will start from this phenomenon and explore the current state and changes of limited-edition merchandise from tea beverage brands. [more…]

Cantonese people often say they "get internal heat from just drinking water." Although herbal tea can reduce internal heat, it is bitter and hard to swallow. The Guangzhou-based tea beverage brand Tea Save Planet took a different approach by combining bitter melon with lemon tea, creating the first bitter melon lemon tea, which unexpectedly ignited the market. In just one year, Tea Save Planet sold more than 1 million cups of tea beverages, with stores covering 16 cities nationwide and the number of stores exceeding 180. This brand, which began planning in 2019, after a quiet period in the early days of the pandemic, expanded rapidly starting in March 2020. Front Street Coffee believes that Tea Save Planet's success is inseparable from local cultural identity, differentiated innovation, and distinctive brand design. This article will analyze in detail the rise of this phenomenal tea beverage brand. [more…]

After 397 days since the opening of its first store, Cotti Coffee has officially announced the launch of its second brand—Tea Cat, a brand-new tea beverage brand focused on healthy milk tea. Its first store has landed in Pingnan County, Ningde, Fujian, and is currently in the internal testing stage. According to Li Yingbo, Chief Strategy Officer of Cotti, Tea Cat focuses on the whole-leaf milk tea segment, with products covering pure tea, fresh fruit tea, and more. At the same time, Tea Cat continues Cotti's low-price approach, launching a promotional offer of 6.9 yuan per cup, which has sparked heated discussion online. Some industry insiders believe that Cotti's move may be aimed at easing the competitive pressure in the coffee sector and leveraging its existing franchisee resources and supply chain advantages to develop new business. Whether Tea Cat can set off a new price war in the tea beverage industry is worth watching. [more…]

In recent years, domestic demand for coffee has continued to climb, attracting many brands to enter the fray across industry lines. New-style tea drink brand Lelecha has also launched an independent coffee brand—Doudoule—and opened its first store in Shanghai. Previously, tea drink brands such as Naixue Tea had already stepped into the coffee sector, and the integration of tea drinks and coffee is becoming a new industry trend. Doudoule continues Lelecha's strict quality requirements, launching products such as the Dirty series coffee, priced at 15-28 yuan. At the same time, Lelecha is continually closing the distance with young consumers through cross-industry marketing. This article will provide an in-depth analysis of Doudoule's features, market strategy, and the challenges it faces, and explore the prospects for tea drink brands expanding into coffee. [more…]

Traditional Chinese medicine milk tea, traditional Chinese medicine fruit tea, traditional Chinese medicine wellness tea… In recent years, a trend of "any tea can be infused with traditional Chinese medicine" has spread rapidly through the tea beverage industry. In the summer of 2024, the traditional Chinese medicine tea beverage sector was especially booming, with a new brand opening more than 140 stores within 8 months, and related topic views exceeding 150 million. However, is this craze a true outlet or a short-lived gimmick? Mr. Zhou in Zhengzhou, Henan, invested more than 400,000 yuan to join a well-known traditional Chinese medicine tea beverage brand, but encountered difficulties such as the headquarters failing to deliver on its formula promises and flavors being hard for consumers to accept, ultimately suffering months of continuous losses and having no choice but to close the store and relocate. This article provides an in-depth analysis of the opportunities and challenges in the traditional Chinese medicine tea beverage industry, and explores the market prospects and operational risks under the concept of "medicine and food homology." [more…]

KFC is no longer just selling fried chicken. This fast-food giant has quietly launched its first standalone tea beverage brand, "Grandpa's Carefree Tea," in Suzhou, officially entering the fiercely competitive new-style tea beverage market. The brand focuses on a "rice milk tea" series, using the gold award-winning rice variety Nangeng 9108 as its raw material, paired with Jiangnan specialty tea bases such as jasmine tea and Biluochun, and incorporating local toppings like orange cake and gorgon fruit, giving it a strong regional identity. The store decor features Suhe pink and Canglang green as the main tones, creating a spatial atmosphere reminiscent of Suzhou gardens. Against the backdrop of brands like Heytea and Nayuki cutting prices and engaging in intense competition, whether KFC's move can break through is worth watching. [more…]

Recently, the new Chinese-style tea beverage brand Jasmine Naibai announced that it has secured nearly 100 million yuan in financing, led by Alibaba Local Life, with Xiangyang Capital serving as the exclusive financial advisor. This round of funding will be directed toward product research and development, brand building, supply chain upgrades, and team expansion, while further empowering franchise partners and continuously refining the lightweight model. Since its establishment in 2020, Jasmine Naibai has started with Jasmine Dragon Buds and focused on the floral fresh milk tea segment, launching series such as Gardenia, White Orchid, and Osmanthus. It now has 785 stores nationwide, with revenue growth of nearly 400%, and is expected to surpass 1,000 stores by the end of the year. The brand is also expanding overseas, opening its first stores in New York and Bangkok, promoting Eastern tea beverage culture to the world. [more…]

Nayuki Tea recently quietly changed its store signage at a new outlet in Nanning, Guangxi, with the original "奈雪の茶" becoming "奈雪的茶," and the English logo also changing from NAYUKI to the pinyin NAIXUE. The company officially responded that this is an upgrade move for the brand's seventh anniversary and will be rolled out gradually nationwide. This new tea beverage brand, founded in Shenzhen in 2015 and listed in Hong Kong in 2021, is turning a new page in its eight-year brand history through a visual rebranding that removes Japanese-style elements. Since June this year, its parent company has intensively applied for multiple NAIXUE trademarks, and the signage replacement work at nearly a thousand directly operated stores nationwide has already begun. [more…]

The U.S. tea market is ushering in a new wave of growth, with online sales surging by 75%, in stark contrast to the slump in the foodservice channel. Currently, nearly 80% of American households have a tea-drinking habit, covering a population of 159 million. Faced with this market of enormous potential, the two beverage giants Coca-Cola and Starbucks have long since made their early moves: Coca-Cola acquired "Honest Tea," while Starbucks entered the tea beverage arena with its "Teavana" brand, even opening dedicated stores in Japan. However, Starbucks' tea bar business has not been all smooth sailing, having once closed 379 stores across the United States. This article will review the course of these giants' entry into the tea market and explore the future development space of the tea beverage sector. [more…]

Shanghai has surpassed New York with 7,494 coffee shops, becoming the city with the most coffee shops in the world, and coffee culture is accelerating its penetration into daily life. However, data from Dianping shows that Shanghai has as many as 9,056 tea beverage shops, even more than coffee shops. From 3-yuan instant milk tea to the new-style tea drinks led by Heytea, and then to the ancient-style sentiment of Chayan Yuese, tea beverage brands are deeply cultivating consumers' minds through quality upgrades, cross-industry collaborations, and e-commerce channels. In comparison, the specialty coffee market still remains to be developed, and most consumers have limited awareness of pour-over and specialty coffee. The coffee industry can learn from the successful path of tea beverage brands. Brands such as Front Street Coffee need to promote culture and ensure quality in order to move consumers. [more…]

Once upon a time, a cup of milk tea was a staple of young people's daily consumption, and the tea beverage sector was once regarded as a hotbed of entrepreneurship. However, the latest data shows that in the past year, about 130,000 milk tea shops across the country quietly exited the market, with an average of more than 350 operators choosing to close their stores every day. Even leading brands such as Heytea and Nayuki's Tea have found it hard to escape store closures for their first outlets in some cities. A peak season that is not peak, cutthroat price competition, and rising franchise risks have plunged this once-booming industry into a deep round of reshuffling. This article, drawing on data from multiple sources including Zhaomen Catering and Jihai Brand Monitoring, analyzes the multiple reasons behind the large-scale contraction of tea beverage stores. [more…]

The once-national soy milk brand Weiwei Soy Milk has announced a co-branded flagship store for handmade drinks with the Summer Palace, and plans to expand to tens of thousands of stores nationwide in the future. This cross-industry move has attracted widespread attention at a time when competition in the tea beverage market is white-hot. Can Weiwei Soy Milk break through with the halo of childhood memories and guochao design, or will it repeat the mistakes of Wahaha's milk tea? This article analyzes store design, brand history, market environment, product series, and other aspects, and also focuses on its franchise strategy and future layout, providing a calm observation for coffee and beverage enthusiasts. [more…]

Heytea has made another collaboration move, and this time the partner is the national-level office software WPS Office. The two parties launched limited-edition cup sleeves and badges themed around "Monday," and simultaneously made Heytea asset templates available on the WPS Docer mall. From film and television IPs to office scenarios, Heytea is trying to break out of its user scenario boundaries. At the same time, the trend of new tea beverage brands laying out in the coffee track is becoming increasingly obvious, and Heytea's moves to invest in specialty coffee brands such as Minor Figures and Seesaw have also attracted attention. This article will analyze the strategies and challenges of new tea beverage brands against the backdrop of normalized collaborations, starting from the creative details of this collaboration, WPS's brand background, netizen feedback, and Heytea's recent series of actions. [more…]

This October, "Duck Shit Aroma" milk tea sparked a craze on social media, bringing Chaoshan's Phoenix Dancong tea into the public eye. After Nayuki's Tea seized the trend by launching a Duck Shit Aroma beverage, it then applied to register the trademark "Nayuki Duck Shit Aroma," triggering heated discussion online. Supporters see this as a differentiated brand strategy, while opponents question whether a famous regional tea should be monopolized by a company. In fact, tea beverage brands such as Uncle Qiu had long made Duck Shit Aroma a standard tea base—so is tying a niche ingredient to a commercial brand reasonable? This article walks you through the whole incident and explores the boundary between innovation in the tea beverage industry and trademark protection. [more…]

Nayuki received a fine for a false advertisement regarding mulberry ingredients, drawing attention to its brand marketing methods. This is not the first time Nayuki has been embroiled in controversy; since its listing, multiple stores have been exposed or penalized for food safety issues. Meanwhile, Nayuki has been trying to connect with young consumers through cultural, artistic elements, and social marketing. From high-priced tea drinks to loss-making financial reports, to closing its largest store and establishing a new company, Nayuki is seeking a new path to survival. This article reviews the sequence of events, historical penalty records, and the multiple challenges the brand faces in marketing and operations, and explores the core of competition in the new tea beverage industry. [more…]

The new tea beverage sector continues to heat up, and the phenomenon of brand trademarks being maliciously infringed upon is becoming increasingly frequent. Well-known brands such as Heytea, The Alley, and Sexy Tea have all encountered counterfeit troubles, and this time it is Mixue Bingcheng, with stores all over the world, that is affected. A milk tea brand called Mixueyue was sued by Mixue Bingcheng for trademark infringement because its text and trademark were highly similar to the Mixue Bingcheng series of trademarks. The final judgment ordered Mixueyue to pay 512,184 yuan in compensation, and its appeal request was rejected. Mixue Bingcheng has more than 22,000 stores worldwide, and its A-share listing application has also been accepted, while Mixueyue Company has now been deregistered. Behind this lawsuit is the strategy of leading tea beverage brands building a legal moat through defensive trademarks. This article takes you through the whole case, the backgrounds of both parties, and the operating logic of defensive trademarks. [more…]

Recently, the Wuhan tea beverage brand Zhen Cha Wu drew widespread online attention after one of its franchise stores hung a red banner at its entrance, accusing the company of selling expired cheese milk caps to the store and causing it to be forced to close. The brand later responded that the expired samples were mistakenly mixed in by the supplier, had been scrapped during acceptance inspection, and never entered the market; the store was closed because it repeatedly failed audits. With both sides offering different accounts, the incident exposed management conflicts and food safety control challenges within the tea franchise system. This article sorts out the sequence of events, presents the different statements from the brand and the store, and appends the inspection and assessment rules for readers to understand the full picture. [more…]