As the Spring Festival peak season for tea consumption approaches, the tea industry is accelerating its deployment in instant retail. On February 9, leading tea brand BAMA TEA announced an upgraded cooperation with MEITUAN-W's Flash Delivery service. Since establishing an official partnership in 2023, the number of BAMA TEA's official flagship stores on the platform has rapidly increased to over 3,000, establishing instant retail as a definitive new growth driver for tea brands. By 2026, BAMA TEA plans to deepen its collaboration with MEITUAN-W Flash Delivery by launching more official flagship stores in additional cities, optimizing its product portfolio, and enabling more users to access the "enjoy quality tea within 30 minutes" service, thereby promoting the continued expansion of the instant retail ecosystem in the tea industry.

A BAMA TEA representative noted that the Spring Festival is a peak sales period for tea, with a growing number of younger consumers preferring to purchase and consume tea immediately via flash delivery for their New Year purchases. The brand will partner with MEITUAN-W Flash Delivery to launch special promotional events. Before the holiday, consumers can obtain festive discount vouchers through the official BAMA TEA stores on the platform to purchase popular seasonal tea gift sets, such as the "Five Blessings" collection, at exclusive discounted prices.

According to a MEITUAN-W Flash Delivery representative, traditional tea retailers currently face challenges such as high labor and rental costs and intense competition. Since last year, MEITUAN-W Flash Delivery has driven rapid growth in the tea category through initiatives like official certification, gift packaging labeling, and assisting merchants with precise product selection and store location planning, coupled with seasonal marketing campaigns around holidays like Spring Festival and the spring tea season. These efforts have helped tea retailers build a second growth curve across time, space, and marketing dimensions. Official flagship stores of tea brands on MEITUAN-W Flash Delivery have attracted a significant proportion of new customers, accounting for 70% of their clientele, indicating substantial growth.

Taking BAMA TEA as an example, the brand has upgraded its operational chain on MEITUAN-W Flash Delivery from "demand insight-product matching-efficient fulfillment," creating several instant retail bestsellers, such as the "Instant Success Golden Junmei" tea, which has helped introduce intangible cultural heritage tea culture to a broader base of young consumers. The representative added that MEITUAN-W Flash Delivery will continue to provide tea brands with comprehensive services including location selection, product curation, service radius expansion, and scenario-based marketing to support the growth of tea brands and the wider industry.