This week’s industry movements showcase a sector in strategic transition. Brands are recalibrating growth tactics, shifting from broad-brush discounts to targeted promotions, expanding their physical and product portfolios, and forging new partnerships to secure operational advantages. These developments reflect a maturing market where precision and adaptability are key to capturing consumer attention and ensuring sustainable scale.
Pricing Model Adjustment
The Move: Wallace(华莱士)’s cross-over coffee venture, “WA Coffee,” introduced an aggressive 9.9 yuan monthly card offering members up to 210 coffee redemptions. Simultaneously, Cotti Coffee(库迪咖啡) concluded its “all items 9.9 yuan” campaign, opting instead to maintain the price point only for select products within a new specials section.
Market Signal: The price war is entering a more segmented phase, moving from store-wide subsidies to calculated loyalty incentives and limited product discounts to improve unit economics.
Seasonal Merchandising Push
The Move: Multiple brands launched Lunar New Year-themed products. Mixue(蜜雪冰城) and ChaYanYueSe(茶颜悦色) released “Instant Wealth” and “Go and Achieve” gift sets, respectively. Heytea(喜茶) offered a “Today is Joyful” gift box, while H MA HAND MADE(阿嬷手作) debuted a Guangxi chili sauce gift pack. ChaYanYueSe(茶颜悦色)’s snack gift box sold over 30,000 units, leading a major Tmall biscuit gift box ranking.
Market Signal: Seasonal festivals are critical periods for diversifying revenue through non-beverage merchandise, effectively extending brand reach and functionality as gift providers.
TianLaLa(甜啦啦)’s International Growth
The Move: TianLaLa(甜啦啦) added 23 overseas stores in January 2026 across Indonesia, the Philippines, and Cambodia. The brand now operates over 200 international stores with more than 300 additional signed locations.
Market Signal: The international expansion of China’s value tea brands is systematic and accelerating, with Southeast Asia as a cornerstone market for replicating a low-cost, high-volume model.
Co-branding Strategies
The Move: Luckin Coffee(瑞幸咖啡) partnered with the “Line Puppy” IP on new drinks and themed accessories. YH.Tang(益禾堂) collaborated with illustrator Charlotte Gastaut on a Year of the Horse edition, launching beverages and high-end merchandise like silk scarves.
Market Signal: Co-branding is a versatile tool used to generate buzz, with partnerships ranging from pop-culture IP to luxury art to engage different consumer demographics and create limited-edition appeal.
Heytea(喜茶)’s National Product Rollout
The Move: Heytea(喜茶) expanded its “Bitter Chocolate & Salty Cheese” series from its experimental tea salon concept to all national stores. The product, featuring 98% cocoa, has received mixed consumer reviews regarding its rich and savory taste.
Market Signal: Scaling niche, premium products from concept stores carries the challenge of managing divergent consumer taste preferences at a national level.
Starbucks(星巴克)’s Format Innovation
The Move: Starbucks(星巴克) presented a new, smaller store format called “Ristretto” designed to lower average construction costs by approximately 20% while retaining core amenities like seating and a full coffee bar.
Market Signal: Optimizing capital expenditure per store is a priority, leading to format innovations that aim to maintain brand experience while improving return on investment and flexibility for new market penetration.
Lemon Right(柠檬向右)’s Supply Chain Investment
The Move: Lemon Right(柠檬向右) formalized a deep supply chain partnership, marked by a dedicated warehouse opening in Shanghai. This supports the brand’s announced global and “thousand-store” domestic expansion plans.
Market Signal: For ambitious mid-sized chains, investing in dedicated logistics infrastructure is a prerequisite for ensuring product consistency and operational control during rapid scaling.
Panda Dairy Products’ Financial Forecast
The Move: Panda Dairy Products forecasted a 2025 net profit between 970 million and 1.12 billion yuan, compared to 1.02 billion yuan the previous year.
Market Signal: Stable profitability in a key upstream supplier sector suggests steady, sustained demand from the beverage and foodservice industry, reflecting overall market resilience.
About Cuploom
Cuploom provides custom packaging solutions for HORECA professionals. We publish weekly market analysis on tea and coffee industry trends.