2026 Autumn Cup Craze Boosts Tea Brand Sales; Jasmine Milk White Daily GMV Tops RMB 73 Million

The 2026 "Autumn Cup" promotion has ignited a consumption boom in the new-style tea drink sector, with orders at many stores across the country rising significantly. Data disclosed by multiple brands show that tea shops experienced an order surge around the start of autumn (Liqiu), with some stores having more than several hundred pending orders. As of noon on August 7, ChaPanda saw sales on multiple food delivery and group-buying platforms reach four times the usual level, with overall sales across its nearly 4,000 stores rising by more than 300%. Its new product, the "Tiger Stripe Orange Latte," sold over 200,000 cups during the pre-sale period, while the "Mint Iced Milk" also gained consumer favor. Mixue Group disclosed that Mixue Bingcheng's "Autumn Cup" sales set a new record, with the return of classic item Yellow Peach Fruit Punch triggering a wave of repeat purchases. Lucky Coffee saw single-day delivery orders exceed 1 million on the day of Liqiu.

On August 7, Bawang Chaji saw both online delivery and in-store orders via its mini-program surge, with national sales jumping more than 200% from the previous day. Stores in Dongguan, Shenzhen, Nanning, Shenyang, Lhasa and other cities set single-day performance records, with some stores exceeding 5,000 cups. On August 5, the brand launched a "Pet Season" with oil-painting style cute pet packaging. Nayuki saw sales at many stores nationwide increase by 500% on the day of Liqiu, with its ordering mini-program showing wait times of over 250 cups at many stores. It also launched a limited-edition "Autumn Clear Sky Yellow" theme color, with yogurt smoothies and fiber fruit teas getting new packaging, and introduced merchandise.

On August 8, Jasmine Milk White disclosed that its "Autumn Cup" campaign achieved a single-day GMV exceeding RMB 73 million, with sales of 3.65 million cups. On the day of Liqiu, the brand announced a collaboration with YVMIN, launching co-branded new products. Sexy Tea saw its average daily cup count at stores increase by about 30% on August 7, with the top five best-selling drinks being Youlan Latte, Waiting for the Cool Breeze, Sheng Sheng Oolong, Everyday Facing the Sun, and Life Like Summer Flowers. Tianlala experienced peak customer traffic at its stores nationwide on August 7, with online sales platform GMV approaching RMB 10 million. Nearly 20% of its stores refreshed their single-day historical peaks, with some stores seeing performance growth of over 600% compared to normal days.

Industry data show that from 2023 to 2025, the net increase in stores for chain new-style tea brands turned from positive to negative, with a net decrease of nearly 30,000 stores in 2025. In 2025, cities below the second tier accounted for over 50% of both new tea store openings and GMV. As domestic competition intensifies in the existing market, going overseas has become a choice for leading brands, with Southeast Asia as the first stop.