Nearly 10 million cups of new-style tea drinks were sold during the 2026 Spring Festival

During the Spring Festival holiday, many new-style tea drink brands saw explosive growth in performance.Moly Milky’s nationwide GMV surged by more than 130% year-on-year, with some stores achieving a 790% month-on-month increase compared with pre-holiday levels, and nearly 10 million cups were sold in total.Tianlala, which enjoys strong advantages in township markets, recorded a month-on-month growth of over 1500% at some outlets, with more than 1,000 township stores posting an increase of over 800%.

Looking back at the core drivers of this explosive growth:First, the exceptionally long Spring Festival holiday this year fueled a travel-for-Spring-Festival boom. As part of the travel experience, new-style tea drinks successfully benefited from the cultural and tourism dividend.Second, precise supply-demand matching met consumers’ immediate needs in social scenarios such as dinners and movie-going. Extended business hours also brought substantial incremental sales to stores.

Among the new-style tea drink launched in February, milk tea and fruit tea ,the traditional core categories of modern tea beverages, maintained strong popularity during this year’s Spring Festival holiday.

In terms of category innovation, milkshakes stood out with their smooth, icy, yogurt-like texture. As a contrasting winter offering, they delivered stronger sensory and taste experiences.

The price range of new-style tea drink in February 2026 showed a clear trend:

mid-range prices remained stable, high-end expanded, and low-end contracted.

The 10–20 yuan segment was the core price band, accounting for 64.6%, balancing cost-performance and quality.

The above 25 RMB high-end segment made up 14.7%, catering to festive “treat-yourself” demand.

The overall product portfolio closely matched consumer mindset and scenario needs during the Spring Festival.

Among the tea bases used in new tea drinks in February, jasmine tea appeared 25 times, remaining the top choice for light, refreshing fruit teas and milk green teas thanks to its fresh, bright aroma.

As a base tea, oolong tea mainly includes varieties such as white peach oolong and mountain camellia oolong, whose mild, smooth character suits a wide range of drinks.

Black tea (including Ceylon black tea, Jin Jun Mei, rocky-note black tea, etc.) is ideal for hot drinks and milk-based beverages.