界面新闻记者 | 卢奕贝

界面新闻编辑 | 许悦

4yue9ri，julutousheqixiaifrbaodao，xinchayinpinpaibawangchajizuikuaijiangyujinniannianzhongfumeishangshi，yujichouji2-3yimeiyuan（yueherenminbi14.5-21.7yiyuan），jiangyouhuaqiyinxingjimogenshidanlifuzeshangshishiyi。

jiemianxinwenxiangbawangchajifangmianqiuzhengfumeishangshixiaoxi，jiezhifagaozanweishoudaohuiying。

zheiyijingshibawangchajidiercichuanchuyaofumeishangshidexiaoxi。

2023nian7yue，pengboshecengyinshuzhiqingrenshibaodaocheng，zhishao6jiazhongguonaichapinpaizhengyunniangzaigangguhemeigushangshi，baokuomixuebingcheng、chabaidao、hushangayi、guming、bawangchaji、xinshiqi，qizhonghushangayi、chabaidao、gumingchayinhexinshiqiniyuganggushangshi，erbawangchajiniyumeigushangshi。

rujinhuitoukan，zheizexiaoxidezhenshixingdedaoyidingyanzheng。2024niankainianyilai，mixuebingcheng、chabaidao、guming、hushangayi4jiajunyidijiaolezhaogushushenqingganggushangshi，qizhongchabaidaoyijingzai3yue24ritongguogangjiaosuolingxun，bingjijiangqidongguanlicengluyan。

ruguodanlunguimo，bawangchajiyuyanxializhengshangshitongxingmenxiangbirengyouyidingchaju，jujihaipinpaijianceshuju，muqianbawangchajiquanguomendianshuliangwei4096jia，ertongchu15-20yuanzhongjianjiagedaisaidaodechabaidao、guming、hushangayijunyizaichongciwandian。

danbawangchajidezengsujingren。

2017nianchuangshiyuyunnankunmingdebawangchaji，zai2022nian4yuemendiantupo500jia，2023nian1yuefanfantupo1000jia，bingqiezicikaiqibeisumoshi。2023nian12yue，bawangchajixuanbumendianshuliangtupo3000jia，yejiushiyinianneikaidianchaoguo2000jia，ercongyanxiaqichao4000jiamendianshuliangtuice，zheigepinpaidemendianzengsuhaizaitisheng。

zai2023zheigexinchayinpinpaimenfenfenkuangbenkaidiandeniandu，bawangchajidekuozhangxiaolvyijingganshangxicha、guminghechabaidaodengpinpai。bingqiecongshejiaomeitideshenglianglaikan，tayeyoulebuxiaoredu。xiaohongshushangbawangchajixiangguanbijiyichao90wanpian，tayuchabaidaohezuokaigongsiyenengdengshangweiboresou。rujinbawangchajidejiamengzigeshenzhixuyaotongguoyaohaohuode，xiaohongshushanghailiuchuanyouhenduogonglve。

bawangchajimendianxunsukuozhangdebeihouyeyouzibenjiachi。2020-2021nian，zheigepinpaixiangjihuodelebaokuofuxingjituan、xvcdengjigouzaineidetianshiluntouzi；ju36kebaodao，2023nian7yue，bawangchajihainadaomeiguoduichongjijincoatuedetouzi，touhouguzhidadaole30yiyuan。

zhideyitideshi，zuoweitouzifangzhiyidecoatue，zaixinshichayinshangsawanglesanjia：chubawangchajiwai，haiyouxicha、guming。

bawangchajide“heima”xiaoying，laiyuanyutadongderuheshixianchayihua。

zaipinpaidingweishang，butongyuxicha、gumingmenduojujiaoshuiguocha，zhudaxinzhongshi、chanpinjujiao“yuanyexiannaicha”debawangchajizaiqizhongzhaodaolechayihuakongbai。bingqieyudingweixiangsi，danchichibuyuanzouchuhunandechayanyuesebutong，bawangchajizai2018nianbiankaishichangshichongchuyunnan。

muqianbawangchajidechanpinfenyuanyexiannaicha、yundingcha、guocha、chunchasilei，skuyue40ge，qizhongshiyongxianguodechanpinzhanbijinyue35%，bingqieduoshiyongputao、mangguodengchangjianshuiguo，kedanjiazai20yuanzuoyou。

ruohuashuiguocha，juedinglebawangchajidechanpinchuangxinyichayepinpeiweizhu，bingjinxinglexiancuichadeduozhongchangshi，biru2023niantazaishanghaidexindianbianchangshijiaruleisixiandashengpiyiyangdecuichajiqi。ciwai，zaichayinzhongjiarushilingxianguofeichangkaoyangongsiduigongyinglianyumendianchupindeyunyingyubakong，erzhudayuanyexiannaichadechanpincelvelingbawangchajigengrongyishixianbiaozhunhua。

congmendianxuanzhishangkan，bawangchajijinqidexinzengmendianqiaomiaodibilekaijingpin。

biruchengshidengjifenbushang，genjujihaipinpaijianceshuju，bawangchajizaiyixianchengshimendianzhanbijinyou7.91%，chaoyibanmendiankaizailexinyixianjierxianchengshi，zheihuoxulingtabimianzhijieyuxicha、naixuedengzhijiejingzheng；zaidianweixuanzeshang，bawangchajizaiquanguoyouyue53%demendiandouzaigouwuchangsuo，24%demendianzaizhuzhaiqu。duibichabaidao、gumingyue30%degouwuchangsuodianbili，bawangchajizaishangchanglichuxiandepincigenggao。

danchaozheguimohuafalidelutuzhong，bawangchajiyeyouqiyinyou。

yifangmian，jinzhuyixianshangquan、zhongzhuangxiudemoxingshezhilingbawangchajidekaidianchengbengaoang。

ju《meirirenwushe》baodao，2022nianqian，busuanfangzu，you40-60wanzijinjiukeyikaiyijiabawangchaji，daole2023nianxiabannian，100wanyebuyidinggou。yuguoquxiangbi，zhujianhonghuodebawangchajijianshaoleyixieyuanyoudejiamengyouhuibutie，ciwaigongsibenshenyezaibuduanduimendianmoxingjinxingshengji，zheilingzhuangxiufeiyonggenggao。

此外，尝试原叶鲜奶茶产品策略的品牌在不断增多。比如喜茶在2023年11月开出新业态“喜茶茶坊”，其菜单正是以茶与奶的组合搭配为主打，也用“宋云涧”、“满江红”等古风名称命名，客单价在8-16元区间；奈雪的茶在2023年10月推出“奈雪茶院”，suimudeshiweiqichalingshouyewupulu，danyinpinchanpinshangyeyouyuanyexiannaicha。

erbawangchajimuqiangaoduyilaidadanpindaidongxiaoshou。qizhaopaichanpinboyajuexiandexiaoshouebizhongdadao35%。ciwai，zheizhongchanpincelveyedaozhibawangchajishangxinpinlvyuanburuxicha、naixuemen。2020-2023nian，qigongzhonghaoxianshideshangxinfenbieyue10、4、6、5ci——yaozhidao，zairixinyueyidenaichajie，xiaofeizhedexinxianganshihennanzhangjiude。

zaixinchayinfenfenhuigui15-20yuanzhuliujiagedai、chanpintongzhihuariyijiaju、pinpaibianjiezhujianmohudeyanxia，bawangchajiyexuyaozaizheizhongquanmianjingzhengzhongbuduanshiyingyudiaozheng。