年终盘点 | 新茶饮“红海”中求生存:抢滩北美市场、产品从“喝”拓展到“吃”

第一财经
Dec 25

在好莱坞的星光大道,蜜雪冰城新店正对中国剧院开业;而在国内任意一家奶茶店,消费者可能正用勺子品尝一杯“固体杨枝甘露”。这一“外扩”一“内卷”的场景,勾勒出2025年新茶饮行业的两大突围路径。  当国内市场陷入“一条街十家店”的同质化红海,2025年的新茶饮巨头们一边把出海目标从东南亚转向消费力更强的欧美,寻求品牌全球化;另一边则是将饮品“固体化”“甜品化”,以拓宽消费场景。  资本狂热但差异化难寻...

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