Amid performance growth pressure and the impact of freshly made tea beverages, Jiang Xiaoying, General Manager of Brand Innovation at Xiangpiaopiao, recently shared her thoughts and the company’s innovation strategies. She emphasized the value of all market feedback, stating that “the biggest fear is no one criticizes you,” as criticism is a valuable asset for brand iteration.

Regarding the much-discussed offline experience stores, Jiang Xiaoying drew a clear line, emphasizing that the purpose of opening these stores is to create “consumer interaction spaces” for brand experience and gathering user feedback, rather than focusing on running bubble tea shops as a core business. She believes that packaged milk tea and freshly made tea beverages are complementary, catering to different scenarios.

To revitalize the brand, Xiangpiaopiao is restructuring its innovation system: first, by breaking from tradition with new products, such as a series that requires brewing with whole tea leaves, emphasizing health and quality; second, by focusing more on user repurchases in the innovation mechanism, encouraging young teams to take the lead, and committing to “difficult but correct” research and development, such as incorporating traditional herbal formulas.

Although new products like “whole-leaf freshly brewed tea” have achieved initial success with sales exceeding hundreds of millions, their contribution to overall performance remains to be seen. Jiang Xiaoying stated that Xiangpiaopiao’s future direction is to “compete on value rather than price,” striving to exceed consumer expectations through continuous self-revolution.

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