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首月2万杯,伦敦人正排队抢一杯南京奶茶

  • 2026-04-22 00:03:54
首月2万杯,伦敦人正排队抢一杯南京奶茶
今年3月，新中式茶饮品牌东方墨兰登陆伦敦象堡，首月卖出两万多杯，营业额突破110万元。
热度甚至蔓延到300公里外的曼彻斯特，当地华人在社交平台喊话，“曼城什么时候安排上？”
而在国内，这杯奶茶的势头更为迅猛。
从2022年底创立至今，已在7省布局570余家门店——去年4月，这个数字还停留在100家上下。短短一年，规模翻了3倍。
而且所到之处均为美团点评区域榜首，几乎每3家中就有一家“万单店”。
这一茶饮品牌来自江苏南京。它的背后站着两个经历过行业周期的人。贺加贝做连锁咨询出身，中国汉堡塔斯汀就出自她手；王联超首创“牛芒”饮品，却因不善经营最终关停300家店。一通两个小时的电话之后，他们决定“二次卖水”。
南京是反复权衡后的选择。这在省会城市中面积偏小，人流集中；高校扎堆，年轻人够多。新街口地下近百家茶饮品牌，什么都能活，说明城市不挑剔，容得下试错。
总部的选址更为冷静。紧挨亚洲最大高铁站南京南站，对志在全国的品牌而言，意味着更高的通勤效率。
而落地雨花台区雨花街道，又多了份稳妥的支撑——南站社区党委书记陈玥屹领着跑遍周边，最终相中喜玛拉雅一处自带进口家具的千平整层，拎包就能入住。
但彼时全国在营茶饮门店超过41万家。初入赛道的东方墨兰如何打开局面？有过“卖水”经验的王联超选择在产品本身下功夫。奶只用冷链鲜奶，弃用常温奶，原料拉到顶配；茶以乌龙复配水果，以差异化打出记忆点。
去年与波力海苔联名推出的“苔原春”，上线15天售出150多万杯。4月份，又和番茄口袋联名上新“果蔬特调”，可健身控卡、佐餐解腻，打破茶饮固有消费场景，一上市就卖爆了，6天卖出近7万杯，多家门店一周备货三天售罄。
其实在创业初期，弯路也没少走。门店牛奶不够用，员工临时跑去周边超市高价采购；订货计划做不好，仓库里的牛奶因效期报损，最高一周倒掉3000多瓶。
痛定思痛后，他们成立了供应链公司，花了上百个日夜复盘打磨，开发出订货模型和仓配监测系统，终于实现鲜奶冷链配送隔日达。去年，仅旗下这家供应链公司纳税就超过800万元，成为雨花街道“纳税大户”，并新增为“四上企业”。
磨刀不误砍柴工。直到2023年9月30日，第一家东方墨兰才在石鼓路悄悄试营业，周边是喜茶、奈雪等。除了全场八八折，没有做任何推广。两位老板就是想看看，新街口庞大的人流，愿不愿意在这里停下。
结果首日实收8900元，“不糊嗓子”“果香特别”的好评传开，还有不少年轻人拿到奶茶也不急着走，举着杯子对着青瓦绿竹的新中式门头拍不停。
第一炮打响后，有同行组队来探店，加盟商也通过社区找上门。但贺加贝很冷静，坚持先把低租金、高业绩、重运营的模型跑通。
以石鼓路首店为例，年租金30万出头，而同类品牌进南京通常要百万元。开业三个月上线外卖，团队按日盘点，细算毛利、出杯效率、人工成本，精算到手利润。同样租金的铺子，别家业绩只有这里的三分之一。
但该花的功夫一分没省。空间上，白瓦作纸，绿竹映影，竹编托盘，香牌架，20多平米的小店也能生出偶入竹林的雅致。墨绿墙取自《千里江山图》的色调，为调出“天青过雨”那抹绿，石鼓路门店的墙铲掉重刷了三遍。
有人问，线上单量这么大，何必在装修上死磕？贺加贝的逻辑很简单：“现在消费者对就餐环境、食品安全和品牌视觉都很挑剔，你的店得配得上出现在他的朋友圈，标签匹配才能留住顾客。”
杯子是另一种讲究。东方墨兰每款茶饮都有专属设计，各有各的美学出处：出镜最多的百花杯，灵感来自乾隆景德镇的“百花不露地”，通体繁花，图个和气风雅；茶马藏香杯以鞍为形、古道为纹，烫金杯身驮着风马的吉祥寓意；玉生青提的杯子更极致，器型、材质全是定制。
与此同时，他们在茶事、供应链之外，又成立了科技公司，将AI嵌进前端与后厨。
在这里，泡茶不再需要人工背配方——桶挂上去扫个码，机器便按设定自动完成萃取；做奶茶再扫一次，抽奶抽糖分毫不差。就连巡检也交给监控，谁没穿工装、谁省略标准动作，系统一“看”便知。
精准选址、标准化装修、自动化设备加持，这个茶饮品牌一路“开挂”：近一年新开超240家门店，首次挺进广东、湖南、湖北等新市场，上半年门店总数将突破620家。其在长沙连开三家门店，引发关注，南京网友直接点评：“这是南京版茶颜悦色，反向输出了！”
业绩并未因规模倍速铺开而被稀释。新开门店月均营收破32万，今年累计已跑出150家“万单店”，其中上海大华第一坊门店外卖月销23610杯。更难得的是，三年来因经营不善调改的门店仅有7家，闭店率低到行业罕见。
上周，2026中国连锁餐饮品牌TOP300放榜，东方墨兰跻身休闲饮品赛道TOP60。贺加贝在朋友圈写下——“长坡厚雪，继续努力”，还剧透：“今年底，门店将破千家。”
（图片来源于网络）
对这几座南京的大厂，想说声谢谢
接入DeepSeek成风，这帮人悄悄“淘金”
奔月球，上太空！南京民企悄悄干了票大的……
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  1. CONNECT:[ UseTime:0.000371s ] mysql:host=127.0.0.1;port=3306;dbname=b460;charset=utf8mb4
  2. SHOW FULL COLUMNS FROM `fenlei` [ RunTime:0.000755s ]
  3. SELECT * FROM `fenlei` WHERE `fid` = 0 [ RunTime:0.000410s ]
  4. SELECT * FROM `fenlei` WHERE `fid` = 63 [ RunTime:0.000302s ]
  5. SHOW FULL COLUMNS FROM `set` [ RunTime:0.000504s ]
  6. SELECT * FROM `set` [ RunTime:0.000223s ]
  7. SHOW FULL COLUMNS FROM `article` [ RunTime:0.000664s ]
  8. SELECT * FROM `article` WHERE `id` = 532578 LIMIT 1 [ RunTime:0.000529s ]
  9. UPDATE `article` SET `lasttime` = 1776909706 WHERE `id` = 532578 [ RunTime:0.000715s ]
  10. SELECT * FROM `fenlei` WHERE `id` = 65 LIMIT 1 [ RunTime:0.000231s ]
  11. SELECT * FROM `article` WHERE `id` < 532578 ORDER BY `id` DESC LIMIT 1 [ RunTime:0.000578s ]
  12. SELECT * FROM `article` WHERE `id` > 532578 ORDER BY `id` ASC LIMIT 1 [ RunTime:0.004529s ]
  13. SELECT * FROM `article` WHERE `id` < 532578 ORDER BY `id` DESC LIMIT 10 [ RunTime:0.001825s ]
  14. SELECT * FROM `article` WHERE `id` < 532578 ORDER BY `id` DESC LIMIT 10,10 [ RunTime:0.001367s ]
  15. SELECT * FROM `article` WHERE `id` < 532578 ORDER BY `id` DESC LIMIT 20,10 [ RunTime:0.001273s ]
0.159459s