---
title: "Ten-Thousand-Store Giant Quietly Enters Bottled Beverage Market?"
description: "Guming, one of the 'Six Little Dragons' of new-style tea drinks, has entered the bottled beverage market with HPP juices, following its breakfast trial. The company aims to leverage its 13,000+ stores and 178 million registered members to penetrate the packaged beverage sector."
author: "让消费更纯粹的"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2026-01-07"
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---

# Ten-Thousand-Store Giant Quietly Enters Bottled Beverage Market?

> Guming, one of the 'Six Little Dragons' of new-style tea drinks, has entered the bottled beverage market with HPP juices, following its breakfast trial. The company aims to leverage its 13,000+ stores and 178 million registered members to penetrate the packaged beverage sector.

**Source** | Zhengdian Consumption
For the trillion-yuan beverage market, there are many aspirants. Guming, one of the "Six Little Dragons" of new-style tea drinks, is one of them.
After testing the "breakfast" market, Guming has now entered the bottled beverage track.
**Guming Launches HPP Fruit and Vegetable Juices**
Recently, on Guming's ordering mini-program, a new category "HPP Fresh Juice" was quietly added, including two products: 100% Apple Juice and Kale Fruit & Vegetable Juice.
Among them, the 100% Apple Juice uses apples from Daliangshan, with about 2.5 apples per bottle (based on 160g); the Kale Fruit & Vegetable Juice uses a variety of ingredients including Daliangshan apple juice, apples, kale, green grape juice, lemon juice, cucumber, and avocado.
Of course, both products use the currently popular HPP (High-Pressure Processing) technology.
Image source: Xiaohongshu @媛
It is worth mentioning that on social media, Guming's HPP bottled products are not limited to these two; there are also grape juice, coconut water, tangerine juice, and other flavors, all in 255ml bottles. However, except for the two products mentioned, the others do not appear on Guming's ordering mini-program.
Image source: Guming ordering mini-program
On the ordering mini-program, Guming also launched a promotional bundle of two bottles (one Kale Fruit & Vegetable Juice and one Apple Juice) for 11.9 yuan, but the bundle is currently sold out. Even for single bottles, the author tried multiple stores and ordered the 9.9 yuan Kale Fruit & Vegetable Juice, but it showed "temporarily sold out at this store."
Image source: Guming ordering mini-program
Earlier, some consumers revealed that at the Fresh Theme Store in Hangzhou Hubin in77, customers who purchased promotional drinks could receive HPP fresh juice as a gift.
It seems that Guming is preparing to seize the market for pre-packaged products. It is not hard to understand, as Guming's founder Wang Yun'an previously stated in an interview: "Mixue Bingcheng is not my benchmark; bottled water is."
**New Tea Drinks 'Venturing' into Bottled Beverage Market**
It is not new for new-style tea drink brands to enter the pre-packaged beverage market. Heytea, Naixue Tea, and Mixue Bingcheng all launched bottled products before Guming, and some brands have achieved considerable market penetration.
However, compared with Guming, brands like Heytea have already moved into distribution channels and appeared on shelves in supermarkets and convenience stores.
Image source: Internet
Take Heytea as an example: it began launching bottled products in 2020, starting with NFC juice, and later introduced sparkling water, juice tea, light milk tea, and lemon tea. To date, Heytea has launched 8 products at Sam's Club, including Kale Cucumber and Salted Cheese Tibetan Tea Milk Tea.
Naixue Tea has also launched bottled products such as sparkling water, fruit tea, lemon tea, and pure tea; Mixue Bingcheng launched Xuewang bottled water, but it has since disappeared.
Image source: Xiaohongshu @每天要吃五碗饭
Unlike Heytea and Naixue Tea, Guming chooses to start from its own stores, first penetrating from the consumer end, and then using that to leverage distribution channels. This may be the most effective way to enter the packaged beverage industry at present.
As of the first half of this year, Guming had 11,179 stores, making it the new tea drink brand with the second-largest store count after Mixue Bingcheng. Data from Zhaomen Canyan updated on December 15 shows that Guming's operating stores have reached 13,079.
More importantly, new tea drink brands have always excelled at private domain traffic, and Guming is no exception. According to corporate data, as of September 30, 2024, Guming's mini-program registered members and active members exceeded 135 million and 43 million, respectively. By the first half of this year, these numbers had risen to 178 million and 50 million, further expanding its private domain traffic pool.
These members will undoubtedly become the base users of Guming's bottled beverages, and through word-of-mouth, gradually achieve broader penetration.
However, to truly expand the packaged category, relying solely on existing stores is clearly insufficient. Moreover, there is a certain mismatch between Guming's current HPP category and its layout of more than 80% of stores in second-tier and below cities. After all, spending more than 5 yuan on a 255ml bottle of juice is still quite demanding for consumers.
Fortunately, based on the current HPP fruit and vegetable juice technology and products, they are not unpalatable. Moreover, Guming has a strong supply chain system behind it, which is sufficient to support the growth of its HPP juice category.
However, when it comes to penetrating traditional channels and terminal shelves, the logic of people, goods, and places is completely different, and this is an area Guming needs to further improve.
**[Moving Toward C-End] The 11th China FMCG Conference**
**Time: March 16-18, 2026**
**Location: Chengdu, China**


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## Citation metadata

- Publisher: New Distribution
- Author: 让消费更纯粹的
- Published: 2026-01-07
- Canonical: https://xinjignxiao.com/en/articles/ten-thousand-store-giant-quietly-enters-bottled-beverage-market-b02198dd/
- Original source: https://mp.weixin.qq.com/s/VZyMSKnJTmLsnQXRYNsmmA

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