New tea drinks drive the nationalization of regional fruits

On June 12, the leading brand of new tea drinks, Xicha, launched a seasonal drink “Qixiang Huangpi Peach” with “huangpi”, a characteristic fruit of Lingnan, as its core raw material. The drink reflects a significant trend in the new tea drinks industry to continuously deepen the construction of supply chain, promote regional characteristics of raw materials to break regional restrictions and move towards the national consumer market.

The yellow peach, a representative fruit of Lingnan, was once difficult to distribute beyond Guangdong Province due to its thin and fragile peel and short shelf life. In 2021, Heytea addressed this challenge by implementing a customized supply chain solution that included a full cold chain, branch transportation, and 72-hour time control. This breakthrough enabled the fresh fruits to be supplied across regions for the first time, allowing it to be consistently used in its national stores. This not only offered consumers a new flavor experience but also transformed the yellow peach from a niche regional fruit into a recognized ingredient nationwide, opening up new consumption scenarios in the new tea beverage market.

The new tea beverage industry is continuously breaking down the barriers to the circulation of regional agricultural products through systematic supply chain innovation and the development of differentiated products. This not only enriches its product range and consumer experience but also effectively promotes the development of local specialty agriculture, serving as a vital bridge between regional specialties and the national market. In the future, this trend is expected to deepen as the industry delves deeper into exploring unique raw materials and continuously enhances its supply chain capabilities.