Expand into China
A new brand of tea and coffee
Author of this issue
The small universe detachment, the business people who brainstorm from time to time and jump between spicy and non-spicy.
Source丨From the brand and project official WeChat/official blog/Xiaohongshu
The tea and coffee circle has quickly stepped into the next level, and another batch of "newcomers" have become popular: "baking + tea" will never go out of style, and Yulian Tea House has become popular with croissant egg tarts; The classic bubble tea is always yyds, and Chen Wending, who is 15 yuan and 2 cups, swept across the country; Thai milk tea Chunlai in plastic bags, 500+ stores have been opened; The "conspicuous bag" Pull-Tab coffee is a trendy brand marketing style......
1
Tea
milk tea
Yulian Tea House, founded in Shanghai in 2021, specializes in pot-boiled milk tea and baked dim sum, with its "palace-level" caramel croissant tart out of the circle, causing a queue boom in various places, and opening dozens of new stores within half a year.
Focusing on the concept of "aroma is the soul of tea", Yulian Tea House has successively launched the oil-cut tea series, which is known as "super oil-cut, not fat", the pot boiled milk tea series that is boiled and sold now, the tea house special, and the traditional tea candied fruit and gift tea that adhere to the "sweet with green, sour with red, nuts with oolong", etc., with a rich tea-related product line. In addition to the signature egg tarts that require online reservations, new cookies and puffs such as whipped cream mochi horn and milk mochi roasted tea puffs are also continuously launched to continue to attract traffic.
Yulian Tea House adopts an antique Chinese façade, mainly dark wood decorations, and creates a nostalgic, warm and modern scene through the classic signs of the tea house such as red paper tea can walls, tea buckets, and tea heads. Although there is the word "teahouse" in the name, most stores do not set up dine-in seats, Yulian Tea House attracts traffic through popular egg tart products, introduces consumers to the store in the form of online reservation and store pick-up, supplemented by the core product portfolio of "bakery products + new tea drinks", which further improves the efficiency of the store.
Xiaojinjin hand-made from Nanjing, the main base material is hand-made on the spot, zero addition, and discarded after 4 hours, and the original hand-made cheese square, hand-made matcha square and other "hand-made small squares" (solid fresh milk) series, and the unique collocation has become the brand identity.
Xiaojinjin's handicraft is open to boiling by moving the back kitchen to the front hall, highlighting the handicraft processes such as cutting, peeling, boiling, and boiling; The store uses a large area of wood color and green plants to create a sense of relaxation with "warmth".
Founded in Kunming in 2021, ChunLai is a brand focusing on Southeast Asian specialty drinks. At present, the main products are Lao coffee series, Thai milk tea series and lemon tea series, the store decoration is in line with Southeast Asian style, mostly with Thai neon lights and Southeast Asian warm color decoration; The product packaging is both cups and plastic bags unique to Southeast Asia, and many Southeast Asian specialty snacks are also added. The brand has strong recognition, and has broken through with a unique Southeast Asian style, and has opened 500+ stores.
In addition to traditional Southeast Asian coffee and Thai milk, Chunlai is also developing new products one after another, launching refreshing iced tea products such as Sunshine Rose Iced Lemon Tea and Summer Black Grape Bubble with seasonal fruits, as well as 0-calorie pure tea series iced tea. Chunlai also adopts a variety of marketing methods, such as launching a series of city-limited products in different cities, launching a co-branding with Indonesian Chubby TATAN, inviting Thai celebrities to become brand tasters, and holding joint activities with Laos Cultural Tourism. Chen Wending is a local brown sugar bubble tea brand in Guangzhou, founded in 2022, it is said that a store can use up 3 tons of pearls a month, swiping the screen on major social platforms, and sweeping the Pearl River Delta.
The brand focuses on the subdivision of bubble tea, using pure natural tapioca flour to make pearls, as well as special brown sugar and pure milk. At the same time, it has also developed products such as fresh milk tea and roasted fairy grass to meet the needs of diversified tastes. In terms of pricing, a low-price strategy is adopted, and 15 yuan for 2 cups has become the main selling point. The design of the store is mainly simple, and the store area is small in the early days, and the threshold for opening a store is low due to the simple products that do not require too large storage space. In February this year, Chen Wending officially opened to join, and more than 100 stores have been confirmed to be implemented.
Founded in 2018, Cha Er focuses on a long-lasting and unburdened healthy freshly made tea drink - Chinese Tea Latte. As of March 2024, Chaer has opened 15 stores in core office business districts and office parks in Shenzhen, Guangzhou, Shanghai, Changchun and other cities. Different from traditional milk tea, Cha 2 uses extraction technology to add essence tea to fresh milk to become a cup of tea-flavored milk. The store has a bold design of bright orange and a minimalist style. In order to meet the diverse scene needs of consumers in different regions, Chaer has launched three types of stores: Express (stall type), Society (including hand-poured tea) and Reserve. The store's retail area displays products such as teabags, freeze-dried teas, and exquisite bone china tea sets, which customers can sample on their own. On March 15 this year, a new visual identity store opened in the Shanghai MixC.
Yulian Tea House
Egg tart drainage, diversified integration of products
Founded: 2021
Nationality: Chinese
Per capita consumption/customer unit price: 20-40 yuan
Area: 50-80㎡
Number of stores opened: 40+
Cities: Shenzhen, Chengdu, Hangzhou, Shenyang, Xiamen, Shanghai, Nanjing, Xi'an, Wuxi, Xuzhou, Suzhou, Wenzhou, Jiaxing, Changzhou, Nantong, etc
It has been stationed in typical shopping malls: Shenzhen MixC Mall, Shanghai Longhu Jiangwanli MEET678, Xi'an Metropolis Hui, Nanjing Jingfeng Center, Shanghai HKRI Taikoo Hui, Shanghai Bailian Xijiao Shopping Center, Shanghai Metro City, Hangzhou MixC Mall, Hangzhou Ocean Ledi Port, Hangzhou Hubin Yintai in77, China Resources Hangzhou Center
Planned expansion cities: first-, second- and third-tier cities
Handmade by small gold gold
With the original hand-made small party became popular
Founded: 2021
Nationality: Chinese
Per capita consumption/unit price: 15-25 yuan
Area: 30-50㎡
Number of stores opened: 30+
Cities that have opened stores: Nanjing, Chongqing, Hefei, Changzhou, Wuxi, Xuzhou, Zhenjiang, Yancheng, etc
It has been stationed in typical shopping centers: Nanjing Huacai Tiandi, Chongqing Nanping Xiexin Starlight Times Square, Nanjing Pengxin Aqua City, Nanjing Golden Eagle World, Wuxi Huiju, Nanjing Jingfeng Center, Nanjing Gulou Wuyue Plaza
Planned expansion cities: first-, second- and third-tier cities
Chen Wending
It's simple, it's simple, it's delicious, and it's not expensive
Founded: 2022
Nationality: Chinese
Per capita consumption/unit price: 10-20 yuan
Area:/
Number of stores opened: 100+
Opened cities: Guangzhou, Shenzhen, Dongguan, Huizhou, Hangzhou, Huzhou, Fuzhou
It has been stationed in typical shopping malls: Guangzhou Panyu Wanda Plaza, Guangzhou Luogang Wanda Plaza, Dongguan Guancheng Wanda Plaza, Huzhou Dongwu Intime City, Hangzhou Xiasha Baolong Plaza, Fuzhou Dongbai Center, etc
Planned expansion cities: second- and third-tier cities across the country
Chunrai
A dark horse brand of Southeast Asian-style tea drinks
Founded: 2021
Nationality: Chinese
Per capita consumption/unit price: 15-20 yuan
Area: 50-70㎡
Number of stores opened: 500+
Cities that have opened stores: Baoding, Xiangyang, Xi'an, Hefei, Hulunbuir, Anqing, Shangrao, Beijing, Anyang, Shijiazhuang, Hangzhou, Wuhai, Dazhou, Zhuzhou, Huzhou, Wuhan, Harbin, etc
It has been stationed in typical shopping centers: Xi'an Xixian Wuyue Plaza, Dazhou Luofu Plaza, Huzhou Nanxun Wuyue Plaza, Beijing BOM Xifanli, Beijing West Chang'an Zhongjun World City, Beijing Chaoji Heshenghui East District, Aeon Mall Wuhan Jinyintan, Xi'an High-tech Wanda Plaza, Harbin Hongbo Central Park, Hefei Fangyuanhui (Binhu Store), etc
Planned expansion cities: first, second and third-tier cities across the country
Chaji
Featuring Chinese tea latte
Founded: 2018
Nationality: Chinese
Per capita consumption/unit price: 30-35 yuan
Area: 40-80㎡
Number of stores opened: 15+
Cities that have opened stores: Shanghai, Shenzhen, Changchun
It has been stationed in typical shopping malls: Shanghai Mixc, Shenzhen Vientiane Food, Shenzhen Longhua Yifang Tiandi, Shenzhen Qianhai Yifanghui, Shenzhen Nanshan Baoneng ALLCITY, Shenzhen Qianhai Yifang City, Shenzhen Luohu Mixc, Changchun Mixc, Shanghai Ruiou Department Store, etc
Planned expansion cities: first- and second-tier cities in East China and South China
For more brand information, please log in to Winshang.com-Brand Library
New Chinese tea
On Thursday night, with the freshness of life as the core, we will create a borderless and more vivid tea space, and create a new tea lifestyle through the association and feeling of tea. As a new tea brand that knows Hangzhou best, Thursday night highlights the characteristics of Longjing tea base, and quickly becomes popular through creative collocation and special flavoring. In August 2022, the brand's first store was located in Hangzhou Hubin Yintai in77 by the West Lake, which is a double-storey single-family store with large floor-to-ceiling windows on the second floor and a view of the black tile roof of the opposite house. Each tea in the store is equipped with a small card that introduces the taste, tea type, and region of the selected tea, so that people can "drink clearly". Nearly 2 years after opening, the store was praised by CCTV CGTN. After that, Thursday night continued to encrypt the layout of Hangzhou stores, entered Hangzhou Ocean Ledi Port, Hangzhou Joy City, Hangzhou Binjiang Baolong City and other urban benchmark projects, and penetrated its tentacles into Shaoxing, Wenzhou, Jiaxing, Ningbo, Quzhou, Tongxiang around Hangzhou, as well as Nanjing, the first stop out of the province. The style of the store continues the style of log + industry, and local cultural characteristics are placed according to the selected area. Up to now, there are more than 25 stores, and the pace of store expansion is still accelerating.
HeyTea Tea Fang, a branch of Heytea Store, is inspired by the daily tea drinking life rituals of the Song Dynasty, focusing on single-cup freshly brewed high-quality tea: Fresh Buffalo Milk Tea, Fresh Extract Tea Butchino, Fresh Extract Thick Milk Tea, and Fresh Tea Brewing. The first Heytea Tea Workshop opened in Wanling Hui in Guangzhou in October last year, and sales are booming. The space design is based on the Song Dynasty tea workshop, implanting elements such as corridor bamboo pavilions, elegant aesthetics of the Song Dynasty, and Song Dynasty literature to create an artistic conception of tea drinking among the mountains and bamboos; The outer swing area uses bamboo as the carrier, and forms a rich structural form through stacking, oblique insertion, connection, collision, etc., continuing the indoor space feeling. The signature Song Yunjian Fresh Milk Tea was the No. 1 seller in the first three days of opening, selling 37OO+ cups.
Since the beginning of this year, the pace of expansion of Heytea Tea House has accelerated significantly, and there are currently more than 10 stores nationwide. In May, four stores were opened in Shenzhen, Shanghai, Nanning and Huizhou, and then two more special theme stores were opened in Beijing and Shanghai, and many stores sold more than 3,000 cups on the opening day.
The country's first black gold "Hey Tea Tea Workshop" landed in Sanlitun, Beijing, with the theme of "Black Gold Ink Bamboo", and simultaneously launched customized products; The country's first "Hey Tea Tea Fang" eco-friendly theme store opened in Taikoo Li Qiantan, Shanghai, using "tea residues" to make "eco-friendly tea bricks" to build a Song Qu Tea Pavilion.
Founded in Chengdu in 2023, Li Shan Tea Affair blends the ancient tea ceremony with modern aesthetics to create a relaxing scene full of Chinese style. Clay pot tea, "floating cloud top" products, triggered a wave of punch-in. Different from most "fast-paced" bubble tea shops on the market, Li Shanshan Tea emphasizes slow pace in all aspects. At present, it does not support take-out, and the way of boiling tea in clay pots in the Tang Dynasty is used to make tea, and the store design uses large area of log elements with a small amount of light-colored fabric, rows of clay pots, bamboo tables and chairs, ink calligraphy and paintings, etc., to create a simple and simple style.
Drink with the Season is a light sub-brand with the theme of seasonal tea launched by Changchuntang, a century-old brand in Beijing, aiming to provide healthy and natural herbal drinks for modern life and taste Chinese seasonal tea. The store design is based on oriental aesthetics, integrating traditional Chinese medicine and traditional Chinese cultural elements to create a combination space of "herbal tea + retail". It is currently open to join.
The products are mainly herbal health preservation, relying on the homology of medicine and food to create innovative products, including milk tea, handmade herbal tea, health sweet soup, four seasons herbal coffee and other young health teas, but also created an exclusive series of products Oriental 24 solar terms tea, and actively develop new products such as hand-made drink tea, herbal wine, herbal coffee, as well as various tea bags, cold brew tea, utensils and other retail tea peripheral products. There are also Hakka tea making special experience projects in the store, allowing customers to participate in the tea making process and increase the sense of experience.
Thursday night
Started by the West Lake,
The "new tea" shop that knows Hangzhou best
Founded: 2022
Nationality: Chinese
Per capita consumption/unit price: 13-48 yuan
Area: 15-25㎡
Number of stores opened: 26
Cities that have opened stores: Hangzhou, Shaoxing, Wenzhou, Jiaxing, Ningbo, Nanjing, Quzhou, Tongxiang
Typical shopping malls: Hangzhou Hubin Yintai in77, Hangzhou Binjiang Powerlong City, Hangzhou Xiaoshan Mixc, Hangzhou Olympic Sports Impression City, Hangzhou Ocean Ledi Port, Hangzhou Joy City, Hangzhou Longfor Jinsha Tianjie, Wenzhou Binjiang Mixc, Ningbo Jiangbei Raffles, Ningbo Hongtai Plaza, Ningbo Tianyi Plaza, Nanjing North Vientiane City, Quzhou International Financial Center, Tongxiang Vientiane City (to be opened)
Planned expansion cities: first, second and third-tier cities in the Yangtze River Delta
Hey Tea Tea House
Focus on freshly brewed milk tea,
Emphasis on elegant "Chinese inspiration"
Founded: 2023
Nationality: Chinese
Per capita consumption/customer unit price: 13-16 yuan
Number of stores opened: 10+
Opened cities: Guangzhou, Shanghai, Beijing, Shenzhen, Huizhou, Jiangmen, Nanning, Shenyang, Zhongshan, Guiyang
It has entered typical shopping malls: Guangzhou Wanling Hui, Shanghai Qiantan Taikoo Li, Shanghai Global Harbor, Beijing Sanlitun, Shenzhen Yifang City, Huizhou Port Huixintiandi, Nanning Convention and Exhibition Hangyang City, Guiyang International Trade Xinyin 1950, Shenyang Santaizi Vientiane Hui, Zhongshan Shiqi Daxin Xinduhui, etc
Planned expansion cities: first, second and third-tier cities across the country
Li Shan camellia affair
Emphasis on slow pace and fusion of ancient tea ceremonies
Founded: 2023
Nationality: Chinese
Per capita consumption/unit price: about 18 yuan
Number of stores opened: 10+
Cities that have opened stores: Chengdu, Chongqing, Guiyang, Nanjing (to be opened)
It has been stationed in typical shopping centers: Chengdu Eastern Suburbs Memory, Longfor Chongqing Times Paradise Street, Guiyang Nanguo Huajin Shopping Center
Planned expansion cities: first- and second-tier cities
Drink with the time
Use the 24 solar terms to make "health tea"
Founded: 2022
Nationality: Chinese
Per capita consumption/unit price: 20-60 yuan
Area: 30-150㎡
Number of stores opened: 10+
Cities that have opened stores: Beijing, Shanghai, Jiaxing, Qiqihar, Suzhou, Zhenjiang
It has entered typical shopping malls: Jiaxing Nanhu Wanda Plaza, Jiangsu Danyang Wuyue Plaza, Suzhou Eslite Life, Beijing Wukesong Huaxi Live, Beijing Chaoyang Heshenghui
Planned expansion cities: North China, East China, and Central China
Hachafu
Make walking gongfu tea, and make drinking tea easy
Founded: 2019
Nationality: Chinese
Per capita consumption/unit price: 20-30 yuan
Area: 150-200㎡
Number of stores opened: 19
Cities that have opened stores: Hangzhou, Ningbo, Shanghai, Taizhou, Wuxi, Wuhan
It has entered typical shopping malls: Hangzhou Meijiao Plaza, Hangzhou Binjiang Longhu Paradise Street, Hangzhou Hubin Yintai in77, Hangzhou Federation of Trade Unions, Hangzhou Chengbei Mixc, Hangzhou East Railway Station Mixc, Shanghai Hongqiao Tiandi, Shanghai Longhuahui, Shanghai Longemont, Shanghai Unipark MAX, Shanghai Wujiaochang Wanda, Wuhan Mixc
Planned expansion cities: first, second and third-tier cities across the country
For more brand information, please log in to Winshang.com-Brand Library
Lemon tea
It is YES LEMON, a new hand-made lemon tea that focuses on 100% freshness, refreshing, greasy relief and zero burden, and has gone from Nanjing to the whole country, with a total of more than 200 stores. In terms of store design, based on the characteristics of perfume lemons and the refreshing attributes of the products, we will create a "tea world network green", and try to create a more textured "black gold store" to further differentiate in the lemon tea track.
The star product "Thai Herbal Lemon Tea" has an order rate of more than 40%; Hand-beaten scumbag/scumbag lemon black tea has a sense of CP, which increases the interest of drinking tea while increasing the repurchase rate. In order to cope with the problem of off-season, we have expanded the snow top series, light milk tea, etc.
就是柠 YES LEMON
Star item "Thai Herbal Lemon Tea"
Order rate over 40%
Founded: 2021
Nationality: Chinese
Per capita consumption/unit price: 15-20 yuan
Area: 30-40㎡
Number of stores opened: 200+
Cities that have opened stores: Beijing, Shanghai, Zhengzhou, Luoyang, Wuhan, Hangzhou, Chuzhou, Nantong, Huai'an, Yangzhou, Lianyungang, Zhenjiang, Wuxi, Linyi, Nanjing, etc
It has entered typical shopping malls: Zhengzhou MixC Mall, Luoyang Wanda Plaza, Wuhan Wushang Mall, Beijing Chaoji Heshenghui, Wuhan Wuchang Mixc Mall, Yangzhou Baoying Wuyue Plaza, Suzhou Gelin Park iD PARK, Nanjing Hongyang Plaza, Hefei Heart City, Zhengzhou Dennis David City
Planned expansion cities: first, second, third and fourth-tier cities
For more brand information, please log in to Winshang.com-Brand Library
2
coffee
In September 2022, the first store of Pull-Tab Coffee was officially opened in Hangzhou Hubin Yintai in77, focusing on the concept of "trendy brand coffee", with more than 300 stores in less than two years after its establishment. Visually, the Pull-Tab design uses a lot of metal elements, American street graffiti, and surfboard decorations to create a cool environment. The first store sign didn't even put "coffee" on it, it was more like a trendy brand buyer's store, which quickly attracted attention. In order to deepen consumers' impression of "Pull Ring", the "Pull Ring" of the bottle cap was directly used as the brand logo, and the "Pull Ring Drink" series was launched.
In terms of products, it is emphasized that "there must be something that can be remembered". We continue to innovate mellow waterfall handmade latte, coconut waterfall handmade coffee, Ovaltine frozen waterfall handmade coffee, etc., forming a rich product matrix. In February this year, the brand was certified by Frost & Sullivan as the "Pioneer of Hand-Made Coffee in China's Frozen Waterfall".
Hard Ware Coffee, founded in 2020 in the old community of Guangzhou, has stores in Dongshankou and Ximenkou, with the shape of an American-style retro hardware tool store, launching a variety of trendy and interesting peripheral products from time to time, visually eye-catching, coffee is also very creative, and the signature malt crunchy latte is very popular. At the beginning of March this year, the store on Changshu Road in Shanghai began its soft opening, continuing the interesting and unique hardware store style, attracting a large number of Modu hipsters and coffee lovers, wearing hard hats, calling themselves "workers", standing on the side of the road to drink coffee.
TAG Espresso is founded in Singapore and has stores in Singapore, Canada and China. Since its inception, it has sought to break the inherent label of coffee and redefine portable, high-quality coffee. TAG features a high-quality coffee machine with coffee beans. The Kees spirit coffee machines used in the store are handmade in the Netherlands and only 400 units are produced each year. The beans are made from 100% imported Arabica, and the store is equipped with Soe and blended beans. Stores in different cities have different expressions, and when expressing the personality of Chongqing city, Chongqing stores choose cool pineapple iced coffee, mint latte, etc. In terms of space, it emphasizes avant-garde aesthetics and often uses interesting emojis to show people. "We want to use facial expressions to represent the language of our brand and convey our love for coffee to customers."
Pull-Tab Coffee
Sell coffee with the idea of "trendy brand",
Position yourself out of the circle with characteristics
Founded: 2022
Nationality: Chinese
Per capita consumption/unit price: 20-25 yuan
Area: 40-60㎡
Number of stores opened: 300+
Cities: Hangzhou, Tianjin, Xiamen, Dalian, Sanya, Hefei, Changzhou, Xuzhou, Shanghai, Chengdu, Chongqing, Wuxi, Wuhan, Changsha, etc
It has been stationed in typical shopping centers: Tianjin Xiqing Dayue Hui, Dalian Development Zone Wanda Plaza, Hefei Bashang Wuyue Plaza, Longfor Changzhou Longcheng Tianjie, Shanghai Xinye Shopping Center, Tianjin Henglong Plaza, Chengdu Global Mall, etc
Planned expansion cities: first-, second- and third-tier cities
Hard Ware Coffee
Hardware store style + American retro design
Founded: 2020
Nationality: Chinese
Per capita consumption/unit price: 30 yuan
Number of stores opened: 3
Cities where stores have been opened: Guangzhou, Shanghai
Planned expansion cities: first-tier cities
EXPRESS TAG
Trying to break the stereotype of coffee
Founded: 2021
Nationality: Singaporean
Per capita consumption/unit price: 30-40 yuan
Area: 60-80㎡
Number of stores opened: 15+
Cities that have opened stores: Guangzhou, Shanghai, Changsha, Chengdu, Chongqing, etc
It has been stationed in typical shopping malls: Guangzhou Huachenghui, Guangzhou Wanbo Sihai City, Changsha Yundahui, Hejing Youfang (Chengdu), Chongqing Raffles, Chengdu Mixc, etc
Planned expansion cities: first- and second-tier cities
For more brand information, please log in to Winshang.com-Brand Library
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