关于茶颜悦色入驻香港市场的消费者调研
Consumer Survey on Sexy Tea (茶颜悦色) Entering the Hong Kong Market

各位同学/朋友： 

您好！我们正在进行一项关于内地知名茶饮品牌“茶颜悦色”进入香港市场的专题调研。本调研旨在深入分析香港奶茶市场的消费者行为偏好、核心竞争品牌现状，并探讨茶颜悦色在香港本土化定位与营销的最优策略。

您的宝贵意见将为我们评估品牌市场潜力、定价策略及选址规划提供重要参考。本问卷采取匿名形式，数据仅用于统计分析，请您根据实际感受放心填写。感谢您的支持！


Hello! We are a group of students enrolled in a marketing research course, and we are seeking your insights and opinions on the entry of the well-known mainland tea brand "Sexy Tea" (茶颜悦色) into the Hong Kong market. This study aims to analyze the behavioral preferences of consumers in the Hong Kong milk tea market, evaluate the current state of core competing brands, and explore optimal strategies for Sexy Tea's localized positioning and marketing.

Your valuable opinions will serve as an important reference for our assessment of brand market potential, pricing strategies, and site selection planning. This survey is anonymous, and the data will be used for statistical analysis only. Please fill it out truthfully based on your actual feelings. Thank you for your support!

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1.如果茶颜悦色在香港开店，您的尝试意愿是:

If Sexy Tea opens a shop in Hong Kong, your willingness to try it is:

一定会（品牌忠粉，必冲）
Definitely (Brand loyalist, a must-try)
可能会（有兴趣，会去尝试）

Likely (Interested, will go to try)

看情况（随缘，路过不排队才买）
Depends (If passing by and there is no queue)
完全没兴趣
Not interested at all
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2.为了喝到一杯奶茶，您最高能接受的排队/等待时间是:

In order to drink a cup of milk tea, the maximum queue/waiting time you can accept is:

15分钟以内（香港节奏，拒绝等待）

Within 15 minutes (Hong Kong pace, refuse to wait)

15–30分钟（常规忍受限度）

15–30 minutes (Standard tolerance limit)

30–60分钟（真爱粉，愿意付出时间成本）

30–60 minutes (True fan, willing to invest time)

只要能喝到，多久都可以

As long as I can drink it, any amount of time is fine

*
3.您不愿在香港购买茶颜悦色的主要原因可能是?（多选）

What might be the main reasons you would be unwilling to buy Sexy Tea in Hong Kong? (Select all that apply)

【多选题】
价格太贵（相比深圳价格翻倍，觉得不值）
Price is too high (Compared to Shenzhen, the price is doubled and not worth it)
排队太久（香港生活节奏快，不想浪费时间）
Queues are too long (Hong Kong's life pace is fast; do not want to waste time)
口味差异（担心香港店出品不如长沙正宗）

Taste difference (Concerned the Hong Kong shop's products won't be as authentic as Changsha's)

*
4.您认为目前香港市场的现制茶饮品牌（如喜茶、霸王茶姬、天仁茗茶等）:

What is your opinion on the current tea brands in the Hong Kong market (e.g. Silk, CHAGEE, etc.):

已经非常丰富，不需要新品牌了

Already very abundant, no need for new brands


选择很多，但同质化严重（缺乏新鲜感）
Many choices, but highly homogenized (Lacks a sense of freshness/novelty)


还有很大的进步空间（期待更有特色的品牌）
Still significant room for improvement (Looking forward to more distinctive brands)


不太关注，有得喝就行
Do not pay much attention; as long as there is something to drink
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5.您平时主要通过哪些渠道获取新开业餐厅/饮品店的信息?（多选）

Through which channels do you usually obtain information about newly opened restaurants/drink shops? (Select all that apply)

【多选题】
小红书(Xiao hong shu)

Xiaohongshu


Instagram/Threads

Instagram / Threads

OpenRice
OpenRice
朋友推荐(Word of Mouth)

Friend recommendations (Word of Mouth)


线下路过/商场海报
Passing by offline / Mall posters
*
6.除了现制饮品，您对哪些周边产品感兴趣?（多选）
Which merchandise are you interested in if you buy a cup of milk tea? (Select all that apply)
【多选题】
原叶茶/茶叶礼盒(Tea Leaves/Gift Sets)

Original tea leaves / Tea gift sets


零食/坚果类(Snacks/Nuts)

Snacks / Nuts


文创周边(帆布袋、胶带、书签等)

Cultural and creative peripherals (Canvas bags, masking tape, bookmarks, etc.)


品牌联名活动/快闪店限定

Brand collaboration activities / Pop-up shop exclusives


完全不感兴趣
Not interested at all

7. 请问您在多大程度上将以下特征与“茶颜悦色”联系起来？(1=完全不符合，7=非常符合 ）

To what extent do you associate the following characteristics with "Sexy Tea"? (1 = Does not fit at all, 7 = Fits perfectly)

*

 新中式美学：

New Chinese style Aesthetics:

1=完全不符合，7=非常符合 (1 = Does not fit at all, 7 = Fits perfectly)

完全不符合
非常符合
*

 口感独特：

Unique Taste:

1=完全不符合，7=非常符合 (1 = Does not fit at all, 7 = Fits perfectly)

完全不符合
非常符合
*
出品稳定：
Consistent Quality:
1=完全不符合，7=非常符合 (1 = Does not fit at all, 7 = Fits perfectly)
完全不符合
非常符合
*
用料健康：
Healthy Ingredients:
1=完全不符合，7=非常符合 (1 = Does not fit at all, 7 = Fits perfectly)
完全不符合
非常符合
*
 服务亲切：
Thoughtful Service:
1=完全不符合，7=非常符合 (1 = Does not fit at all, 7 = Fits perfectly)
完全不符合
非常符合
*
 精品/值得打卡：
High-end / Social Media-worthy:
1=完全不符合，7=非常符合 (1 = Does not fit at all, 7 = Fits perfectly)
完全不符合
非常符合
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 值得排队：
Worth the Queue:
1=完全不符合，7=非常符合 (1 = Does not fit at all, 7 = Fits perfectly)
完全不符合
非常符合
*
文化底蕴：
Cultural Heritage:
1=完全不符合，7=非常符合 (1 = Does not fit at all, 7 = Fits perfectly)
完全不符合
非常符合
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网红属性：
Popular Trends Attributes:
1=完全不符合，7=非常符合 (1 = Does not fit at all, 7 = Fits perfectly)
完全不符合
非常符合

8. 请根据您的直觉，评价以下品牌两两之间的相似程度：(1=完全不相似，7=非常相似)

( 1=Not similar at all,7= Very similar)

*

茶颜悦色与霸王茶姬之间有多相似？

How similar is Sexy Tea to CHAGEE?

1=完全不相似，7=非常相似( 1=Not similar at all,7= Very similar)

完全不相似
非常相似
*
茶颜悦色与手打柠檬茶(Silk)之间有多相似？

How similar is Sexy Tea to Silk (Hand-pulled Lemon Tea)?

1=完全不相似，7=非常相似( 1=Not similar at all,7= Very similar)
完全不相似
非常相似
*
茶颜悦色与吃茶三千之间有多相似？

How similar is Sexy Tea to CHICHA San Chen?

1=完全不相似，7=非常相似( 1=Not similar at all,7= Very similar)
完全不相似
非常相似
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霸王茶姬与手打柠檬茶(Silk)之间有多相似？

How similar is CHAGEE to Silk (Hand-pulled Lemon Tea)?

1=完全不相似，7=非常相似( 1=Not similar at all,7= Very similar)
完全不相似
非常相似
*
霸王茶姬与吃茶三千之间有多相似？

How similar is CHAGEE to CHICHA San Chen?

1=完全不相似，7=非常相似( 1=Not similar at all,7= Very similar)
完全不相似
非常相似
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手打柠檬茶(Silk)与吃茶三千之间有多相似？
How similar is Silk (Hand-pulled Lemon Tea) to CHICHA San Chen?
1=完全不相似，7=非常相似( 1=Not similar at all,7= Very similar)
完全不相似
非常相似
*
9.您对茶颜悦色进入香港市场的态度是：

Your attitude towards Sexy Tea entering the Hong Kong market is:

1=非常抗拒,7=非常欢迎(1=Very resistant ,7= Very welcoming)
非常抗拒
非常欢迎
*
10.您认为茶颜悦色进入香港市场后的整体竞争力如何？

How would you rate the overall competitiveness of Sexy Tea after entering the Hong Kong market?

1=没有竞争力,7=非常有竞争力(1= No competitiveness ,7= Highly competitive)
没有竞争力
非常有竞争力
*
11.如果茶颜悦色进入香港，您转而选择它而非目前常用品牌的可能性：

If Sexy Tea enters Hong Kong, the likelihood that you will switch to it instead of your current frequently used brand is:

1=很不可能，7-很可能(1= Highly unlikely , 7= Highly likely)

很不可能
很可能
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12.您向身边的朋友或同事推荐茶颜悦色的可能性：

The likelihood that you would recommend Sexy Tea to friends or colleagues is:

1=很不可能，7-很可能(1= Highly unlikely , 7= Highly likely)

很不可能
很可能
13.如果您在香港可以方便地买到茶颜悦色，您预计每月的购买数目约为:杯（请填写具体数字）
If you could conveniently buy Sexy Tea in Hong Kong, your estimated monthly purchase quantity would be approximately: cups (Please fill in a specific number)
*
*
14.如果茶颜悦色在香港的单杯价格为30–40港币，您购买的可能性：

If the price of a single cup of Sexy Tea in Hong Kong is 30–40 HKD, the likelihood of you purchasing it is:

1=完全不可能,7=非常可能(1=Completely impossible, 7= Very likely )

完全不可能
非常可能
*
15.如果茶颜悦色的价格高于其他茶饮品牌，您依然因为品牌而选择它的可能性：

If Sexy Tea's price is higher than other tea brands, the likelihood that you would still choose it because of the brand is:

1=完全不可能,7=非常可能(1=Completely impossible, 7= Very likely )
完全不可能
非常可能
*
16.如果茶颜悦色在香港的价格比您预期高出10港币，您购买的可能性：

If the price of Sexy Tea in Hong Kong is 10 HKD higher than you expected, the likelihood of you purchasing it is:

1=完全不可能,7=非常可能(1=Completely impossible, 7= Very likely )
完全不可能
非常可能
*
17.在饮品消费中，您对价格非常敏感，价格上涨会显著减少您的购买频率：

You are very price-sensitive about the beverage comsumptions, and a price increase would significantly reduce your purchase frequency:

1=强烈不同意，7=强烈同意（1=Strongly disagree，7= Strongly agree)

强烈不同意
强烈同意
*
18.即使茶颜悦色在香港的价格相比内地更高，因为整体体验，您仍会认为它物有所值：

Even if the price of Sexy Tea in Hong Kong is higher than in the mainland, you would still consider it worth the money because of the overall experience:

1=强烈不同意，7=强烈同意（1=Strongly disagree，7= Strongly agree)

强烈不同意
强烈同意
19.你最多愿意为一杯茶颜悦色支付多少港币?
What is the maximum amount in Hong Kong Dollars you are willing to pay for a cup of Sexy Tea?
HKD:
*
*
20.总体而言，您认为您会是茶颜悦色在香港的未来消费者：

Overall, you believe you will be a future consumer of Sexy Tea in Hong Kong:

1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)

完全不符合
非常符合
*
21.我选择茶颜悦色主要是因为它连接着我在内地的记忆：

I choose Sexy Tea mainly because it connects to my memories of mainland China:

1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)
完全不符合
非常符合
*
22.在香港普遍“冷淡高效”的服务环境中，您偏向茶颜悦色富有仪式感的销售模式：

In Hong Kong's generally "cold and efficient" service environment, you prefer Sexy Tea’s ceremonial sales model:

1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)
完全不符合
非常符合
*
23.您认为茶颜悦色是很好的“新中式茶饮”的标志性符号：

You believe Sexy Tea is an excellent iconic symbol of "New Chinese style Tea":

1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)
完全不符合
非常符合
*
24.您愿意主动在社交媒体（如Instagram/Threads/小红书）分享茶颜悦色的国风视觉体系与故事性包装：

You are willing to proactively share Sexy Tea’s national style visual system and storytelling packaging on social media (e.g., Instagram/Threads/Xiaohongshu):

1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)
完全不符合
非常符合
*
25.您很期待在香港购买到茶颜悦色精美的国风周边产品：

You are looking forward to purchasing Sexy Tea’s exquisite national style merchandise in Hong Kong:

1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)
完全不符合
非常符合

27. 如果茶颜悦色位于以下地点，您前往消费的可能性有多大？

*
在我的学校或工作地点附近：

If Sexy Tea is located near your school or workplace, how likely are you to consume there? 

1=完全不可能，7=非常可能（1=Completely impossible ，7 =Very likely ）

完全不可能
非常可能
*
位于主要商业区（如尖沙咀、旺角、铜锣湾等）：

If Sexy Tea is located in major commercial areas (e.g., Tsim Sha Tsui, Mong Kok, Causeway Bay, etc.), how likely are you to consume there? 

1=完全不可能，7=非常可能（1=Completely impossible ，7 =Very likely ）
完全不可能
非常可能
*
位于公共交通站点附近（如地铁站内部或出口）：

If Sexy Tea is located near public transport stations (e.g., inside or at the exit of MTR stations), how likely are you to consume there? 

1=完全不可能，7=非常可能（1=Completely impossible ，7 =Very likely ）
完全不可能
非常可能
27.如果茶颜悦色的门店具有以下特点，您前往消费的可能性有多大？
*
提供座位空间，可以停留、休息或学习：

If Sexy Tea provides seating space to stay, rest, or study, how likely are you to consume there? 

1=完全不可能，7=非常可能（1=Completely impossible ，7 =Very likely ）
完全不可能
非常可能
*
为快速服务的外带型门店（无座位，仅外带）：

If Sexy Tea is a fast-service takeaway shop (no seating, takeaway only), how likely are you to consume there?

1=完全不可能，7=非常可能（1=Completely impossible ，7 =Very likely ）
完全不可能
非常可能
*
即使品牌知名度较低，但出餐速度很快：

Even if brand awareness is low, but the service speed is very fast, how likely are you to consume there? 

1=完全不可能，7=非常可能（1=Completely impossible ，7 =Very likely ）
完全不可能
非常可能
*
28.如果附近有多家茶饮店，我会选择距离最近的一家：

If there are multiple tea shops nearby, I will choose the closest one:

1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)
完全不符合
非常符合
*
29.较长的等待时间会降低我前往茶饮店消费的意愿：

Long waiting times will reduce my willingness to consume at a tea shop:

1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)
完全不符合
非常符合
30.请问以下描述在多大程度上符合您的实际消费习惯？(1=完全不符合，7=非常符合)

1. To what extent do the following descriptions fit your actual consumption habits? (1 = Does not fit at all, 7 = Fits perfectly)

*
精致仪式感：（注重生活品质，对细节要求高）

Exquisite Sense of ritual: (Pay attention to life quality, high requirements for detail)

1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)
完全不符合
非常符合
*
新鲜感猎奇：（喜欢尝试新品牌、新口味，忠诚度较低）

Novelty Seeking: (Like to try new brands and new tastes, low loyalty)

1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)
完全不符合
非常符合
*
社交打卡驱动：（会被高颜值包装吸引，倾向于发朋友圈/小红书）

Social Media Check-in Driven: (Attracted by high-aesthetic packaging, inclined to post on Moments/Xiaohongshu)

1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)
完全不符合
非常符合
*
健康与成分：（关注低糖、真奶、原叶茶等原材料安全性）

Health and Ingredients: (Focus on safety of raw materials like low sugar, real milk, original tea leaves)

1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)
完全不符合
非常符合
*
体验与氛围感：（愿意为店面设计、品牌文化和情绪价值付费）

Experience and Atmosphere : (Willing to pay for shop design, brand culture, and emotional value)

1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)
完全不符合
非常符合
*
情绪性消费：（将饮品视为压力下的慰藉或心情奖励）
Emotional Consumption: (View drinks as solace under pressure or a mood reward) 
1=完全不符合，7=非常符合(1=Does not fit at all ,7 =Fits perfectly)
完全不符合
非常符合
*
31.您的性别:

Your Gender:

男

Male


女

Female



非二元性别/其他

Non-binary / Other


不愿透露
Prefer not to say
*
32.您的年龄是？

What is your age?

18岁以下(Under18)——（潜在的初高中生群体）

Under 18


18–24岁——（核心客群:大学生、职场新人）

18–24 years old


25–34岁——（核心客群:高购买力白领、精致生活追求者）

25–34 years old


35–44岁——（成熟客群:家庭消费、注重品质与健康）

35–44 years old


45岁及以上(45andabove)——（潜在的养生茶饮群体）
45 and above
*
33.您目前的身份背景是:

What is your current background:

内地在港留学生/工作者（品牌基本盘:有内地生活经验，对茶颜有认知）

Mainland China student/worker in Hong Kong


香港本地学生/居民（增量市场:对内地奶茶品牌有新鲜感或偏见）

Hong Kong local student/resident


其他地区/海外在港人士（潜在市场:对中式美学感兴趣的国际群体）

Person from other regions/overseas in Hong Kong


短期访港旅客（流动客源:冲着“打卡”来的随机消费）
Short-term visitor to Hong Kong
*
34.您购买现制茶饮（如奶茶、果茶、纯茶）的频率大约为:

Your frequency of purchasing freshly made tea (e.g., milk tea, fruit tea, pure tea) is approximately:

重度:每天1次及以上

Heavy: Once a day or more


高频:每周3–5次

High frequency: 3–5 times per week

常规:每周1–2次

Regular: 1–2 times per week


低频:每月几次

Low frequency: A few times per month


极少:很少/从不购买
Rare: Seldom/Never purchase
*
35.除去租金等固定开支，您每月可自由支配的资金（如餐饮、社交、购物）大约为:

Excluding fixed expenses like rent, your monthly disposable income (e.g., dining, social, shopping) is approximately:

(注:本题所指金额均为港币hkd)

(Note: Amounts refer to Hong Kong Dollars - HKD) 

3,000元以下

Below 3,000


3,000–5,999元

3,000–5,999


6,000–9,999元

6,000–9,999


10,000–14,999元

10,000–14,999


15,000元及以上
15,000 and above
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