Xiaoguancha startet eindrucksvoll in die Markteintrittsbewegung der zuckerfreien Tegetränke. Du Guoying sagt: „Es gibt keine so genannte 'Dummheitsteuer'.“ | Die neuesten Nachrichten
"This is my first time making bottled tea beverages, so there must be some imperfections." At the launch event of Xiao Guan Cha's high - aroma sugar - free tea products, founder Du Guoying said to the audience below, "I sincerely hope to get everyone's support. There's absolutely no need to worry about it being a rip - off."
On May 21st, the sixth "International Tea Day", Xiao Guan Cha held a launch event for its high - aroma sugar - free tea in Beijing, officially entering the sugar - free tea beverage market and becoming the first professional tea enterprise to publicly venture into the sugar - free tea beverage field. It is reported that the three products launched by Xiao Guan Cha this time are "Oriental Beauty", "Rose Black Tea", and "Jasmine Pu'er". The suggested retail price is 5 yuan per bottle. In addition, "Iceland White Tea" and "Orchid - scented Green Tea" are still in the R & D stage.
Five bottled products of Xiao Guan Cha's high - aroma sugar - free tea
The sugar - free ready - to - drink tea market is a highly profitable segment, which is a well - known market consensus. According to Mashangying data, in 2023, the sugar - free ready - to - drink tea market was in a stage of rapid expansion, with the year - on - year sales growth rate in multiple single months exceeding 100%, and the highest exceeding 250%. After entering 2024, although the growth rate slowed down due to the high base, it still remained above 10% in most months, and its market share in the entire beverage category has been steadily increasing.
Undoubtedly, the sugar - free ready - to - drink tea market has now completed sufficient market education. It is worth mentioning that since the launch of Nongfu Spring's Oriental Leaves, the sugar - free ready - to - drink tea has been in the Chinese market for 15 years. The first - mover advantage is also directly reflected in the market share. From Q2 2024 to Q1 2025, Nongfu Spring's average market share in the sugar - free ready - to - drink tea market exceeded 70%, firmly holding the top position.
At the launch event, Du Guoying paid a virtual tribute to Oriental Leaves, saying that "Oriental Leaves opened the era of sugar - free tea beverages in China, and sugar - free tea beverages are opening a new era of Chinese tea in a new posture." He emphasized that in the journey of promoting the modernization of Chinese tea, more Chinese tea lovers and tea enterprises need to work together to raise the quality ceiling.
Du Guoying paid a virtual tribute to Oriental Leaves at the launch event
How should the quality of sugar - free tea be defined? When talking about the competitiveness of Xiao Guan Cha's high - aroma sugar - free tea, Du Guoying said, "We started working on tea 13 years ago." Since its establishment, Xiao Guan Cha has built a full - industrial - chain system from the tea garden to the teacup. It has invested a total of 320 million yuan in R & D and 160 million yuan in intelligent equipment in the tea field, and has formed 1360 intellectual property rights.
Du Guoying regards the company's market judgment, understanding, and long - term exploration as Xiao Guan Cha's advantages in the sugar - free tea field. It took more than a year from the project initiation to the product launch. Every aspect, from the extraction time, extraction temperature to the tea - to - water ratio test, was carried out with extreme precision. More than 1000 types of tea were tested, and three rounds of blind tests of samples were conducted. The product's feature is that it can accurately lock in the high - order aroma components of the tea, achieving a rich aroma, and can still maintain a well - structured taste after high - temperature heating. According to the evaluation of the Tea Research Institute of the Chinese Academy of Agricultural Sciences, the comprehensive scores of the soup color, aroma, and taste of the three products launched by Xiao Guan Cha rank first in the industry.
At the launch event, Du Guoying talked about the "three cups of tea" and "three ways of making tea" in life. Among them, the "three cups of tea" are milk tea, tea beverages, and loose - leaf tea, mainly corresponding to different age groups from childhood to adulthood; the "three ways of making tea" more clearly reflect Xiao Guan Cha's business layout and ambition, which are making tea by yourself, having someone make tea for you, and not having to make tea at all. Xiao Guan Cha's main business of loose - leaf tea corresponds to "making tea by yourself", the bottled high - aroma sugar - free tea launched this time corresponds to "not having to make tea at all", and in the future, Xiao Guan Cha also plans to launch an automatic tea - making machine around the concept of "having someone make tea for you".
In terms of channels, Xiao Guan Cha has a natural advantage over new brands. As of May 20th, it had 2105 offline retail stores, among which 609 new stores were signed in 2024, setting a record for the store growth rate in Xiao Guan Cha's history. "The store expansion speed this year may even exceed that of last year," Du Guoying said. Next, the bottled products of the high - aroma sugar - free tea and its "loose - leaf version" will be available in Xiao Guan Cha's loose - leaf tea specialty stores, and will also be sold simultaneously on online stores.
When talking about the future of sugar - free ready - to - drink tea, Du Guoying described it as a "super substitute for water and super substitute for beverages" and said that "tea will surely become the real national drink." It is reported that less than two hours after the end of this launch event, the first batch of spot goods of Xiao Guan Cha's high - aroma sugar - free tea beverages were sold out on online channels such as JD.com and Tmall.