Tea Beverage Midyear Report: 40% of Brands Are Shrinking, Yet 1点点 Is “Striking Back”? -36Kr

36Kr’s review of 30+ tea beverage brands shows the industry has entered a clear phase of divergence over the past year.

Leaders like Mixue Bingcheng, Guming, and Hushang Ayi are still expanding, but with a stronger focus on store quality and profitability than on pure store count.

Brands such as 1DianDian, Jasmine Milk White, Cha Pubu, and Ye Ye Bu Pao Cha posted relatively fast growth.

At the same time, about 40% of brands saw their store counts shrink, signaling a shift from rapid expansion to more disciplined operations.

Lower-tier market penetration, the revival of classic brands, and niche innovation are reshaping the competitive landscape.