News article
China's Nayuki Tea Pilots Draft Beer as Beverage Chains Shift Focus to Evening Revenue
Nayuki, a major Chinese ready-to-drink tea brand, has begun pilot sales of draft beer in select stores, marking the first time a leading tea-drink chain has directly embedded beer into existing locations. The move reflects a broader industry shift from store expansion to maximizing existing footprint as new tea drink market growth slows—the sector is forecast to reach 210 billion yuan in 2026, down from 195.7 billion in 2025—while competing brands proliferate. Competitors hav…
中国・古茗が生ビールを試験導入 新茶飲料のストック争いが夜間時間帯へシフト - BigGo ファイナンス
Key points
- Nayuki deployed draft-beer service at its Hangzhou location as a low-cost test, avoiding new independent brands or heavy…
- Chinese ready-to-drink tea market growth rate is decelerating; brand count jumped from 3,905 in 2023 to 5,422 by July 20…
- Beer sales face operational hurdles: seasonal demand concentration, strict compliance requirements, short shelf life, an…
- Industry trend toward 'scenerio management'—using same retail space across multiple dayparts with complementary products…
- Competitors' attempts at alcohol diversification show mixed results; sustainability of multi-category model depends on c…
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The numbers
China ready-to-drink tea market size 2024: 1,757億元
China ready-to-drink tea market size forecast 2026: 2,100億元
New tea drink brands in China 2023: 3,905
New tea drink brands in China July 2025: 5,422
What they said
“Previously, we had few morning customers and our equipment and staff were mostly idle, with sales concentrated in the afternoon. Now more customers come in the morning to buy coffee or take out breakfast, foot traffic is more even throughout the day, and per-square-meter efficiency has clearly improved.”
「以前は午前中の来店客が少なく、設備も人員もほぼ遊んでいて、午後に売上を集中させていました。今は朝にコーヒーを買ったり朝食を持ち帰るお客さんが増え、1日を通じて客足がより均等になり、坪効率が明確に向上しました」
“New tea beverage companies must shift from 'store expansion logic' to 'operations logic,' from 'selling one milk tea' to 'managing consumption scenarios.'”
新茶飲料企業は「出店ロジック」から「運営ロジック」へ、「ミルクティーを1杯売る」から「消費シーンを経営する」へと転換しなければならない。
“The business model could not be established and failed to generate sustainable, healthy revenue.”
ビジネスモデルが確立できず、持続可能な健全な売上を生み出せなかったことにある。
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