Xiaoman Tea Field

Established in 2019 by Liu Zizheng, Xiaoman Tea Field is a new-style tea beverage brand headquartered in China. The company focuses on offering high-value fresh fruit tea drinks, carving a niche in the premium segment of the market with beverages priced at 30+ RMB. Its product strategy involves incorporating high-end fresh fruits like whole cherries and Shine Muscat grapes into its teas, effectively creating a hybrid between a beverage and a dessert.

The company's business model is centered around directly operated physical stores and building a robust upstream supply chain. This approach ensures quality control and a consistent customer experience. The target demographic includes young consumers who are drawn to visually appealing and shareable products, aligning with modern social media trends. Revenue is generated through the sale of its tea products in its retail locations. Xiaoman Tea Field initially established its presence in Beijing before expanding to other cities including Tianjin, Hangzhou, and Shanghai.

Founder Liu Zizheng has been central to the company's direction and evolution. The startup secured multiple funding rounds, including a Pre-A round in December 2020 led by Yuanhe Yuandian, with participation from investors like BAI Capital and Meituan co-founder Gan Jiawei. This was followed by an A1 round in June 2021, led by Zhongyuan Capital, to fuel further product development and store expansion. In a significant strategic move in May 2022, Xiaoman Tea Field merged with the established dessert chain Honeymoon Dessert (Man Kee Dessert). Following the merger, Liu Zizheng assumed the role of President of Honeymoon Dessert's parent company, Zhigang Group, and co-CEO of Honeymoon Dessert, tasked with revitalizing the traditional brand and steering the combined entity's strategy.

Keywords: fresh fruit tea, new-style tea, beverage brand, Chinese startups, Liu Zizheng, premium tea, direct-to-consumer, retail beverage, dessert drinks, Honeymoon Dessert merger, fruit-based beverages, high-value tea, beverage chain, food and beverage, specialty tea, beverage industry, China consumer market, venture capital, brand merger, retail expansion