新零售下新茶饮品牌的商业模式及提升路径研究

Research on the Business Model and Improvement Path of New Tea Beverage Brands in the New Retail Era

伴随互联网不断发展和消费升级的新趋势,新零售已成为市场主流,新茶饮也逐渐加入新零售舞台。茶颜悦色、喜茶、霸王茶姬及奈雪的茶等作为新式茶饮的翘楚品牌,其先进完善的商业模式值得新生品牌借鉴学习。本文基于商业模式画布理论,对以上新茶饮品牌的商业模式九要素进行逐一分析,进一步总结其商业模式中可借鉴的成功经验,为新茶饮以及饮品行业的健康发展提供理论借鉴,并探索其未来的提升路径,以期实现品牌及行业的可持续性发展。

With the continuous development of the internet and the trend of consumption upgrading,new retail is occupying the market,and the new tea industry is gradually stepping into the stage of new retail.As the leading players in the new tea industry,the Alley Tea,Hey Tea,CHAGEE,and Naixue offer lessons for new brands to learn from due to their advanced and complete business models.Based on the Business Model Canvas,this paper analyzes the nine elements of the business model of the above new tea brands one by one,and further summarizes the successful experience that can be used for reference in their business models.This paper aims to support the healthy development of the tea and beverage industry and explore its future improvement path to achieve sustainable development of the brand and the industry.