JINNIANLAIDEXINSHICHAYINPINPAIDASAIZHONG，GUANGDONGYOUNAIXUEHEXICHA，SHANGHAIYOULELECHA，DANHANGZHOUBINGWUCHUSEDETOUBUPINPAI。

　　HANGZHOUJINQIZAICHAYINQUANPINFANCHUXIANSHIYINWEIMAIJIKAIYEDE“HUANGNIUJIAJIA”JINGDONGZHONGREN。YIBEIZHOUJIELUNTONGKUANNAICHABEICHAODAO150YUAN/BEI，PAIDUINENGPAI5、6GEXIAOSHI。JIUJINGSHINAICHADEMOLI，HAISHIZHOUDONGDEMOLINI？

　　1、杭州茶饮店数量

　　DICHUJIANGNAN，HANGZHOUDECHAYINSHICHANGCHENGXIANCHUHEDONGNAN、ZHONGXIBUBUYIYANGDEJINGXIANG。HANGZHOUQUANSHIBUDAO6000JIAYINPINDIAN，BUJIGUANGZHOUSHENZHENDECHAYINDIANSHULIANGDEYIBAN，JIHUSHIZHANGSHACHAYINDIANDEBANSHU。

　　QIZHONG7GECHENGQUYOU4642JIACHAYINDIAN。REMENSHANGQUANYOU1163JIACHAYINDIAN，ZHANZHUCHENGQUCHAYINDIANDE25%。

　　ZAIGUIYANG，CHABAIDAOJIHUHESHUYICHENG“LIANTIYINGER”，SHUYIZAINA，CHABAIDAOJIUZAINA。DANSHIHANGZHOUZHIYOU1JIASHUYI，YOU6JIACHABAIDAO。ZHEJIANGDEBENTUPINPAIHEILONGTANG、GUMING、XINSHIQIZAIMENDIANSHULIANGSHANGWEIYUQIANLIE。

　　2、杭州茶饮品牌

　　TIDAOZHEJIANGCHAYIN，KENDINGRAOBUKAIBODUO。ZHEJIANGBODUOXICHAYINSHIYU2000NIAN，MUQIANYOU10000+MENDIAN，ZAISHULIANGSHANGYIYADAOXINGYOUSHILINGXIANQITAPINPAI。BODUOXIDECHAYINPINPAIYOUMIGUO、GANCHADU、CHAJIEBIAN、JIULONGBASHI、YUJIANNAINIU、NAICHABOSHIDENGPINPAI，QIQIXIADUOJIAFENGONGSIYOUGECHIPINPAI，BIRUHEIYU、ZHANGAYINAICHA、HEILONGTAILANG、YINCHA、MICHENGXIANYIN、HEITANGBIAODENG。

　　3、特色茶饮店

　　品牌加盟店的全国的产品一样，只是不同城市的竞争对手有差异。我们通过杭州本地某些特色门店看市场特点与机会。酥里茶点号称是杭州首家“白玉厚豆乳奶茶”。店面较大，产品花样不多，但是在杭州地区，足够吸引眼球。

　　YUANDINGWEICHADIANKUAJIE、CHADIANXIANZHIDESULICHADIAN，YINGZHEJINNIANDOURUNAICHADEDONGFENG，MENDIANREDUCHIXUSHANGZHANG。

　　BAIYUDOURUNAICHAZUICHUDEZOUHONG，SHOUXIANSHIYANZHI，QICISHIWEIDAO。YANZHICHULEBENSHENDEWANZICHUANCHUANZHIWAI，HAIYOUJIUSHIBEIZI、BAOZHUANGDAIYIJIMENDIANXINGXIANG。

　　CHANPINDOUSHICHANGGUIDECHANPIN，DANSHIBAOZHUANGSHEJIBIJIAOCHUCAI。LIULIANHEMANGGUOSHIJINGDIANDE“LIUMANGCP”，ZAITIANPINZHONGYINGYONGJIAODUO，BIRULIULIANBANJI、LIULIANNUOMIZIDENG。DANSHIMANGGUOZUOWEIYIGEDANDUPINLEI，GUANGSHOUSHICHANGHUANYING。

　　QISHIHANGZHOUYOUDUOGEZHONGSHIFENGGEDEMENDIAN，DANCHUYUMOFANGCHAYANYUESEHUOZHEMEIZHAODAOHESHICELVEDEQINGKUANG。ZHONGSHIWENHUAHEZHONGSHIFENGGEBUSHIJIANDANDEHUAGEHUADUONIAOYU、XIEJIJUTANGSHISONGCINEIMEJIANDAN。PINPAIWENHUAHEFENGGEWAIZAIBIAOXIANSHISHEJITUAN，NEIZAISHIYINGXIAOYUNYINGDEGONGLI。

　　4、市场特点与机会

　　杭州，甚至浙江，绝对不缺少品牌，但是缺少能把品牌定位和特色玩得转的品牌。许多小品牌走的路线雷同且卖点不足，尤其是在茶饮革新的浪潮中表现出张力不足。一部分本地小品牌早期依托于强大的市场基础发展起来，但是现在明显后劲不足。全国性连锁品牌进驻后，本地小品牌面临强大冲击和生存危机。

　　杭州茶饮市场的消费力远大于长沙，但是品牌的丰富度低于长沙。在特色品牌上，杭州茶饮市场至少有3—5个特色品牌/门店的消费承载力，但目前市场上还未饱和。

　　ERWOMENXIANZAIYINGGAIZAINAXIEFANGMIANZUONI？

　　PINPAICENGMIAN，TESEYAOTUCHU。PINPAIDINGWEIYUSHICHANGDINGWEIYAOQINGXI；JINNIANGUOCHAODEXINGQI，MINGNIANGUOCHAOPINPAIHAISHIYIGEREMENTESE。CHANPINTESEXUYAOZHAOZHUN“CHAYIHUA”，YAOZAIDAZHONGXIAOFEIRENZHIDEJICHUSHANGZUOTISHENG，ERBUSHIDIANFU。

　　YINGXIAOCENGMIAN，HAOWANYOUQU，XIAOFEIZHELEYUCANYULEYUCHUANBO；XIAOHONGSHU、DOUYIN、WEIBO、PENGYOUQUANDENGSHEJIAOPINGTAISHIPINPAIDECHUANBOQUDAO。DANSHIZHEIXIEQUDAOXUYAOYUNYING。

　　JIAGECENGMIAN，HANGZHOUDECHAYINXIAOFEISHICHANGPEIYUJIAOWEICHENGSHU，DAZHONGDUIJIAGEDERENDUJIAOGAO，ZHONGGAODUANYOUHENHAODESHOUZHONGQUNTI。DAZAO“PINPAIYIJIANENGLI”SHIXINSHENGPINPAIDEZHONGYAORENWU。

　　JIHUIJITIAOZHAN，YOUSHICHANGJIUYOUJINGZHENG。ERJINGZHENGJIUYOUYOUSHENGLIETAI。SHICHANGHENDA，JIUKANMENDIANZENMEZUO。“DANDIANBISI”，ZHEISHIBUKENIDESHICHANGQUSHI(99%DECHAYINLAOBANJUNHUIMIANLINDEWENTI)。1GERENRUHEDIDEGUO10GERENDETUANDUI，1GERENXIANGFAZENMEDIDEGUO10GERENDECHUANGYI，1KUAIQIANYOUZENMEDIDEGUO10KUAIQIAN，DENGDENG。ZHEIXIEDOUSHIDANDIANLAOBANSUOMIANDUIDEWENTI。ZHEILIANGNIAN，CHAYINRECHAOJIANTUI，SHICHANGZHUJIANHUIGUILIXING。

　　ERZAIJIJIANGDAOLAIDE2020NIAN，PINPAIXIACHENSHITOUYIJIUXIONGMENG，DAPINPAI“YIDAQIXIAO”YUYANYULIE，XIAOPINPAIXIAOMENDIANYOUJIANGZENMEYINGDUINI？SHI“ZHUDONGQIUBIAN”？SHI“BAOTUANQUNUAN”？HAISHI“ZUOYIDAIBI”？