不卖茶也不卖咖啡？茶咖店集体不务正业想干嘛？Not selling tea or coffee? What do tea cafes collectively want to do if they don't focus on their main business?

最近几年，伴随着中国经济的高速发展，茶饮、咖啡赛道可谓是红火异常，上班路上买一杯咖啡提神，下午休闲买一杯奶茶慰藉自己都成为了都市白领的生活方式，但是今年夏天似乎情况有些奇怪，越来越多的茶饮咖啡店的新品里面既不卖茶也不卖咖啡，这到底是怎么回事？

一、越来越多茶咖店既不卖茶也不卖咖啡？

据蓝鲸财经转载茶咖观察的报道，越来越多茶咖品牌的新品里，既没有茶，也没有咖啡。壹览商业数据显示，2026年1-6月，25个茶咖品牌新增无茶无咖饮品累计达到88款，其中3月单月上新量达到27款，创下阶段性峰值，后续市场上新数量始终维持高位。

这说明无茶无咖饮品已不再是小众品类的试探性布局，而是进入了常态化上新阶段。6月的数据进一步印证了这一点：共有6个品牌推出8款无茶无咖新品，与3月峰值相比虽有所回落，但仍保持高位运行。

其中，书亦烧仙草推出冰淇淋西瓜仙草椰、冰淇淋西瓜椰椰和冰淇淋杨枝甘露三款产品，均添加了香草味的冰淇淋球，库迪咖啡推出活荔轻椰水、茶百道则上新了佛手柠檬水。

从产品基底和形态来看，目前市面主流的无茶无咖饮品可分为五大类别，分别是牛乳基底、植物基底、果蔬汁、气泡水以及甜品化代餐类饮品，品类丰富，能够适配不同消费者的饮用偏好。

二、茶饮店的创新到底是怎么回事？

现在的茶饮店、咖啡店，好像越来越“不务正业”了。你去买杯咖啡，店员给你推荐的是牛油果酸奶昔，你去喝个下午茶，结果发现菜单上卖得最好的是各种含有红枣、桂圆的“养生水”，这到底是怎么回事？

首先，持续加剧的同质化内卷倒逼茶咖企业转型。过去几年，大家看到茶饮咖啡火，一窝蜂地去开店，资本也疯狂涌入。结果呢？大街小巷全是茶饮店，转角遇到咖啡铺。这种爆发式的增长，带来的直接后果就是严重的同质化内卷。你卖生椰拿铁，我也卖生椰拿铁，你搞多肉葡萄，我也搞多肉葡萄。产品的创新门槛被极度拉低，今天你出了一个新品，明天隔壁老王就能做出个一模一样的。

这种同质化竞争导致的后果是非常严重的，那就是单店增长的天花板极其明显。当一个品牌的产品护城河消失了，消费者就没有了忠诚度，谁家便宜我去谁家，谁家排队少我去谁家。这个时候，品牌想要打破增长的天花板，想要活下去甚至活得好，就必须要破局，必须要搞多元化。所以，我们看到的“不卖茶也不卖咖啡”，其实是品牌们为了寻找第二增长曲线做出的必然选择。向非咖啡因饮品拓展，是为了抓那些不喝咖啡、不喝茶的人群，是为了把那部分流失的客群重新拉回店里。这不是“不务正业”，这是在存量竞争环境下的“自救”。

其次，突破消费场景的时间壁垒成为大家的共同选择。做过实体零售的朋友都知道，一家门店最大的成本是房租，而房租是按天算的，如果你一天只能做早上一顿生意，那你大概率是赔钱的。

传统的茶咖产品，无论是茶还是咖啡，它们都有一个天然的“硬伤”，那就是含有咖啡因。咖啡因这东西，提神醒脑是好东西，但到了晚上，它就成了阻碍消费的“拦路虎”。晚上消费者想喝点东西，心里就会打鼓：喝了这杯咖啡，今晚是不是又睡不着了？这种心理障碍，直接导致了传统茶咖店在夜间消费场景的缺失。

这可都是实打实的生意啊，品牌方能不眼馋吗？为了拉满门店的坪效，为了把这一天的房租给赚回来，品牌们开始绞尽脑汁打造所谓的“全时段消费解决方案”。大家有没有发现，现在很多茶咖店在推“早C晚A”，早上卖咖啡，晚上卖含酒精饮料，或者推出各种以牛乳为基底，搭配红枣、桂圆、甚至小米的“晚安饮品”。

这些产品有个共同特点，就是不含咖啡因，甚至主打助眠、养生。这一招其实很聪明，它把同一家门店的时间价值给榨干了，让这家店不仅能接住早上赶时间的打工人，还能接住晚上想放松聊天的社交人群，甚至接住深夜需要慰藉的灵魂。这就是在用产品结构调整，去换取时间的延长，这背后的商业逻辑是非常清晰的。

第三，功能性消费日渐成为消费主流。过去，消费者走进茶咖店，更多是为了一杯口感醇厚、风味独特的饮品，好喝是唯一的核心诉求。但如今，健康意识的觉醒正在重塑消费逻辑，年轻人一边享受饮品带来的愉悦，一边又担心高糖、高热量带来的负担，低卡、低糖、养生、功能性，成为选择饮品的重要标准。这种从“口感优先”到“功能优先”的转变，并非小众需求，而是已经成为主流消费趋势。

传统茶咖受限于原料和工艺，很难在口感与健康之间找到完美平衡，高糖、高咖啡因的标签，天然与当下的健康需求相悖。而非咖啡因饮品，恰恰能精准契合这一趋势：用天然食材替代人工添加剂，用低卡配方满足控糖需求，用红枣、枸杞、益生菌等成分赋予饮品养生功能。当消费者的需求从“喝得好喝”转向“喝得健康、喝得有用”，品牌若还固守茶咖的单一品类，必然会与核心客群的需求脱节。向非咖啡因饮品拓展，本质上是品牌对消费趋势的主动顺应，是把产品逻辑从满足口感，转向满足健康与功能的双重需求，用更精准的产品击中消费者的痛点。

第四，茶咖品牌的竞争焦点正在发生根本性的转移。过去大家打的是什么仗？是品类战。你是卖茶的，我是卖咖啡的，我们井水不犯河水，或者是在各自的单品赛道上争夺市场份额。但现在不一样了，现在的竞争，已经上升到了争夺消费者“全天候、全场景”的维度。

什么叫“全场景”？就是从早到晚，从工作到休闲，从解渴到社交，品牌都想把你圈在它的生态里。当一家咖啡店开始卖非咖啡饮品，它其实是在模糊赛道的边界，它不再只是一个提供咖啡因的场所，而是一个综合性的饮品解决方案提供商。

这种策略的转变，对于行业来说，其实是一次升维打击。那些固守着单一品类、不愿意跨界的品牌，可能会发现自己的生存空间被越挤越小。因为你的对手不再是同行，而是那些拥有强大供应链能力、能够灵活切换场景的“庞然大物”。未来的茶咖竞争，比的不仅仅是谁的咖啡豆更贵，谁的茶叶更鲜，比的是谁更懂人性，谁更能填满消费者的24小时。

In recent years, with the rapid development of the Chinese economy, the tea and coffee industry has been extremely prosperous. Buying a cup of coffee to refresh oneself on the way to work and a cup of milk tea to comfort oneself in the afternoon have become the lifestyles of urban white-collar workers. However, this summer seems to be a bit strange. More and more tea and coffee shops are not selling tea or coffee in their new products. What is going on?

1、 More and more tea cafes are neither selling tea nor coffee?

According to a report reprinted by Blue Whale Finance on Tea Coffee Observation, an increasing number of new tea coffee brands have neither tea nor coffee in their products. According to commercial data from Yilan, from January to June 2026, a total of 88 new tea and coffee free beverages were added to 25 tea and coffee brands. Among them, in March, the number of new products reached 27, setting a temporary peak, and the number of new products in the market remained high thereafter.

This indicates that tea and coffee free beverages are no longer exploratory layouts for niche categories, but have entered a new stage of normalization. The data in June further confirms this point: a total of 6 brands have launched 8 new tea and coffee free products, which have fallen slightly compared to the peak in March, but still maintain a high level of operation.

Among them, Shuyi Shaoxiancao has launched three products: ice cream watermelon Xiancao coconut, ice cream watermelon coconut, and ice cream Yangzhi Ganlu, all of which add vanilla flavored ice cream balls. Kudi Coffee has launched Huoli Light Coconut Water, and Chabaidao has added Buddha's Hand Lemon Water.

From the perspective of product base and form, the mainstream tea and coffee free beverages on the market can be divided into five categories: milk based, plant-based, fruit and vegetable juice, sparkling water, and dessert based meal replacement drinks. The categories are rich and can adapt to the drinking preferences of different consumers.

2、 What is the innovation behind tea shops?

Nowadays, tea and coffee shops seem to be becoming more and more "unproductive". You go buy a cup of coffee, the salesperson recommends an avocado fruit acid milkshake, and you go for afternoon tea, only to find that the best-selling items on the menu are various "health water" containing red dates and longan. What's going on?

Firstly, the increasingly homogenized internal competition is forcing tea and coffee companies to transform. In the past few years, people have seen the popularity of tea and coffee drinks, rushing to open stores and capital pouring in crazily. What was the result? The streets and alleys are filled with tea shops, and around the corner you come across coffee shops. The direct consequence of this explosive growth is severe homogenization and internal competition. You sell raw coconut latte, I also sell raw coconut latte, you make succulent grapes, I also make succulent grapes. The threshold of product innovation has been extremely lowered. Today you have a new product, and tomorrow Lao Wang next door will be able to make an identical one.

The consequences of this homogenized competition are very serious, that is, the ceiling for single store growth is extremely obvious. When a brand's product moat disappears, consumers lose loyalty. I go to whoever is cheaper, and whoever has less queue, I go to whoever. At this point, if a brand wants to break through the ceiling of growth, survive or even thrive, it must break through and diversify. So, what we see as' not selling tea or coffee 'is actually a necessary choice made by brands in search of a second growth curve. Expanding into non caffeinated beverages is to capture those who do not drink coffee or tea, and to bring back the lost customer base to the store. This is not 'neglecting one's duties', this is' self rescue' in the context of existing competition.

Secondly, breaking through the time barriers of consumer scenarios has become a common choice for everyone. Friends who have worked in physical retail know that the biggest cost for a store is rent, which is calculated on a daily basis. If you can only do one business in the morning, you are likely to lose money.

Traditional tea and coffee products, whether they are tea or coffee, have a natural "weakness" of containing caffeine. Caffeine is a good thing for refreshing the mind, but at night, it becomes a "roadblock" to consumption. At night, if a consumer wants to drink something, they will feel uneasy: after drinking this cup of coffee, won't they be able to sleep again tonight? This psychological barrier directly leads to the lack of nighttime consumption scenes in traditional tea cafes.

This is all real business, can brands not be envious? In order to maximize the floor space of their stores and earn back the rent for the day, brands are racking their brains to create so-called "all time consumption solutions". Have you noticed that many tea shops are promoting "morning C, evening A", selling coffee in the morning and alcoholic beverages in the evening, or launching various "goodnight drinks" based on milk, paired with red dates, longan, and even millet.

These products have a common feature, which is that they do not contain caffeine and even focus on sleep aid and health preservation. This move is actually very clever. It squeezes out the time value of the same store, allowing it to not only catch the busy workers in the morning, but also the social groups who want to relax and chat at night, and even the souls who need comfort late at night. This is using product structure adjustment to exchange for time extension, and the business logic behind it is very clear.

Thirdly, functional consumption is increasingly becoming the mainstream of consumption. In the past, consumers walked into tea cafes more for a cup of rich and unique beverage, with good taste being the only core demand. But now, the awakening of health awareness is reshaping the consumption logic. Young people enjoy the pleasure brought by drinks while worrying about the burden of high sugar and high calorie content. Low calorie, low sugar, health preservation, and functionality have become important criteria for choosing drinks. This shift from prioritizing taste to prioritizing functionality is not a niche demand, but has become a mainstream consumer trend.

Traditional tea cafes are limited by raw materials and techniques, making it difficult to find a perfect balance between taste and health. The labels of high sugar and high caffeine are naturally contradictory to current health needs. Instead of caffeine drinks, they can precisely fit this trend: replacing artificial additives with natural ingredients, meeting sugar control needs with low calorie formulas, and endowing drinks with health benefits from ingredients such as red dates, goji berries, and probiotics. When consumer demand shifts from "drinking well" to "drinking healthily and effectively", if a brand still sticks to a single category of tea and coffee, it will inevitably be disconnected from the needs of its core customer group. Expanding into non caffeinated beverages is essentially a proactive response by brands to consumer trends, shifting product logic from satisfying taste to meeting the dual needs of health and functionality, and using more precise products to hit consumers' pain points.

Fourthly, the competitive focus of tea and coffee brands is undergoing a fundamental shift. What kind of battle did everyone fight in the past? It's a category war. You sell tea, I sell coffee, and we don't compete for market share in our respective single product tracks. But now it's different. The competition has risen to the dimension of competing for consumers' "24/7, all scenario".

What does' full scene 'mean? From morning till night, from work to leisure, from quenching thirst to socializing, brands all want to surround you in their ecosystem. When a coffee shop starts selling non coffee beverages, it is actually blurring the boundaries of the track. It is no longer just a place to provide caffeine, but a comprehensive beverage solution provider.

This shift in strategy is actually a blow to the industry in terms of upgrading. Brands that stick to a single category and are unwilling to cross boundaries may find their living space increasingly squeezed. Because your competitors are no longer peers, but "behemoths" with strong supply chain capabilities and the ability to flexibly switch scenarios. The competition in the future of tea and coffee is not only about whose coffee beans are more expensive and whose tea leaves are fresher, but also about who understands human nature better and can better fill consumers' 24-hour market.