品牌手册 BRAND MANUAL

目录 CATALOG

品牌直通 门店形象
O1 BRAND STORY
04 STORE IMAGE

品牌优势 市场营销
02 BRAND ADVANTAGE
05 MARKETING

核心产品 合作支持
03 CORE PRODUCT
06 COOPERATIVE SUPPORT

SHUYI GRASS JELLY 01

 01
品牌直通
BRAND STORY
品牌简介 BRAND PROFILE 发展历程 DEVELOPMENTPROCESS
规模布局 SCALE LAYOUT
2007年，书亦烧仙草第1家门店在成都半边街诞生。
如今,7000家形象鲜明，特色出众的书亦烧仙草门店遍布全国。

十余年间，书亦烧仙草从1家门店到7000家门店;从一个人创业,到一群人创业,
已经发展成一家拥有自主供应链控股多家上下游产业企业、创造近4万个工作岗位的集团公司,并帮助上万人成功创业!

In 2007, the first store of Shuyi Grass Jelly was opened on banbian street in chengdu.
Today, there are 7,000 distinctive and outstanding Shuyi Grass Jelly stores across the world.

Over more than a decade, Shuyi Grass Jelly has grown from 1 store to 7,000 stores; from a single individual's venture to a collective entrepreneurial effort. It has developed into a
Group company that owns an independent supply chain, controls multiple upstream and downstream industrial enterprises, and has created nearly 40,000 job positions.
Additionally, it has assisted tens of thousands of people in successfully starting their own businesses!
 品牌简介 BRAND PROFILE

自2007年起，书亦烧仙草，半杯都是料，一年热销2亿杯
SINCE 2007, SHUYI GRASS JELLY HAS BEEN KNOWN FOR ITS GENEROUS SERVINGS - EVERY CUP IS
FILLED WITH INGREDIENTS.
WITH ANNUAL SALES EXCEEDING 200 MILLION CUPS

不断-深耕 坚持-创新 持久-陪伴

CONSTANT DEEP PLOUGHING PERSISTENCE INNOVATION LASTING COMPANIONSHIP
( 只为一杯经典烧仙草 ) ( 只为一杯健康好喝的新茶饮 ) ( 只是为了守护你的幸福和爱 )
( Just for a classic Grass Jelly ) ( Just a healthy new cup of tea ) ( Just to guard your happiness and love )

2020年9月1日至2021年8月31日“观远平台”后台产品销售数据，四川省成都市中大公证处公证，公证书号：(2021)川中证字第10894号
From september 1, 2020, to august 31, 2021, sales data from the "distant view platform" backend, certified by the zhongda certification office of chengdu, sichuan province, people's republic of china, bears wit-

SHUYI GRASS JELLY 02

 发展历程 DEVELOPMENTPROCESS

大分公司 海外事业部 家门店

14 LARGE SUBSIDIARIES OVERSEAS BUSINESS DIVISION 7000 STORES

四川(总部)、湖南、湖北、云贵(云南、贵州)、重庆、西北、山东、京津、浙江、河南、江西、江苏、东 已进驻泰国、越南、马来西亚、印度尼西亚、新加坡、 30+省份特区

北、两广(广东、广西);已完成全国布局，运营管理实力强大。线下门店全面覆盖32个省市自治区、335个 西班牙、加拿大、美国等国家。
全覆盖辐射超10亿人次
城市，实现了从核心商圈到乡镇门店的多层次覆盖。
Shuyi Grass Jelly has also expanded its pres-
Shuyi Grass Jelly has achieved full coverage
Shuyi Grass Jelly has expanded its operations across 14 major branches, including sichuan ence internationally, establishing operations in
across 30+ provinces and autonomous regions,
(headquarters), hunan, hubei, yungui (yunnan, guizhou), chongqing, northwest, shandong, countries such as indonesia, thailand, vietnam,
spanning china's vast landscape.
beijing-tianjin, zhejiang, henan, jiangxi, jiangsu, northeast, and liangguang (guangdong, malaysia, indonesia, singapore, spain, canada,
guangxi). With a nationwide presence, it boasts formidable operational and management ca- the united states, and others. Its reach extends to over 1 billion people, radiat-
pabilities. Its offline stores blanket 32 provinces, municipalities, and autonomous regions, en- ing its presence to various corners of the nation.
compassing 335 cities. This extensive coverage spans from core business districts to rural
townships, ensuring a multi-tiered reach across various locales.

2020年书亦集团公司建立
西北分公司、山东分公司创立
品牌开放连锁 江西、江苏、贵州办事处建立
经历汶川地震 走上了连锁之路 书亦餐饮 In 2020, Shuyi group company was estab-
依然坚守 The brand opened 四川分公司创立 lished 海外业务部正式成立，开启全球扩张的新篇章。
直营店达到3家 the chain and Shuyi catering Northwest branch, shandong branch founded The overseas business department has been
After wenchuan earthquake, still stick to, embarked on the sichuan branch Establishment of jiangxi, jiangsu and guizhou officially established, setting sail to embark
directly operated stores reached 3 chain road was founded offices on a new chapter of global expansion.

2007 2008 2009 2010 2011 2013 2017 - 2019 2020 2021 2023 2024

书亦烧仙草第1家门店 品牌标准化打造 书亦开始向全国 湖南、湖北、河南、广东、广西分公司创立 全员奋进 持续升级,致力成为健

在成都半边街诞生 深受消费者喜爱 市场迈出第一步 重庆、云南办事处相继建立 规模扩张 康茶饮领导者
Shuyi Grass Jelly is Brand standardiza Shuyi Grass Jelly is Hunan, hubei, henan, guangdong, guangxi 使命必达 Continuous
first store was born tion, popular with taking its first step branch was established, chongqing, yunnan Work hard with all staff upgrade
in banbian street, consumers into the national offices have been established Scale expansion Strive to be a
chengdu market The mission must be achieved leader in healthy
tea drinking

SHUYI GRASS JELLY 03

 规模布局 SCALE LAYOUT

书亦在全球9个国家和地区拥有7000家门店，深受当地消费者的喜爱。
SHUYI HAS 7,000 STORES IN 9 COUNTRIES AND REGIONS AROUND THE WORLD,
AND IS DEEPLY LOVED BY LOCAL CONSUMERS.

加拿大 CANADA

美国 AMERICA 西班牙 SPAIN

中国 CHINA

泰国 THAILAND 菲律宾 PHILIPPINES

马来西亚 MALAYSIA 越南 VIETNAM

新加坡 SINGAPORE

印尼 INDONESIA

我们的海外业务扩展到八个国家，目前已多家书亦烧仙草门店开业或准备开业。
Our overseas business has expanded to eight countries, and there are already many Shuyi Grass Jelly stores opened or ready to open.

SHUYI GRASS JELLY 04

 02
品牌优势
BRAND ADVANTAGE
清真认证 HALAL CERTIFICATION 种植基地 PLANTING BASE
产品研发优势 ADVANTAGES OF PRODUCT R&D
专业团队支持 SUPPORT OF PROFESSIONAL TEAM
 产品矩阵 PRODUCT MATRIX
清真认证 HALAL CERTIFICATION

SHUYI GRASS JELLY 05

 种植基地 PLANTING BASE

合作的水果种植基地 环球水果，产地直采 好原料铸就好产品

COOPERATIVE FRUIT PLANTING BASE GLOBAL FRUIT DIRECTLY HARVESTED FROM THE ORIGIN
GOOD RAW MATERIALS MAKE GOOD PRODUCTS

30+ 10000m² 20+

种植基地 种植面积 新鲜水果类
Planting base Planting area Fresh fruit category

安岳 ANYUE 云南 YUNNAN 海南 HAINAN 山东 SHANDONG

墨西哥 MEXICO 泰国 THAILAND 西昌 XICHANG 丹东 DANTON

河北 HEBEI 澳大利亚 AUSTRALIA 南非 S.AFRICA 埃及 EGYPT

马来西亚 MALAYSIA 陕西SHAANXI 广东 KWANGTUNG 广西 GUANGXI

攀枝花 PANZHIHUA

SHUYI GRASS JELLY 06

 产品研发优势 ADVANTAGES OF PRODUCT R&D

书亦智慧供应链注重核心技术和工艺的研发，通过独资&合资等方式建立生产工厂，掌握核心物料的研发和生产,为客户
专利
提供稳定的产品供应服务。

Shuyi intelligent supply chain prioritizes the research and development of core technologies and process-
100+
研发团队
30
核心产品
PATENT
产品专利保护
es. It establishes production factories through sole proprietorship and joint ventures to master the re- R&d team Core product Product patent protection
search and production of core materials. This ensures the provision of stable product supply services to
3.5亿
customers.
1000+
生产团队
350 MILLION
年产值
Production team Annual output value

SHUYI GRASS JELLY 07

 专业团队支持 SUPPORT OF PROFESSIONAL TEAM

书亦商学院通过智能在线学习平台，提供全方位的培训和支持。带动了规范化门店的建立，培养了优秀的管理人才，形
成了系统化的连锁经营方式。

Shuyi business school provides comprehensive training and support through an intelligent online learn-
100+ 50+ 100+
ing platform. It drives the establishment of standardized stores, nurtures outstanding management tal-
专业团队人数 标准手册 知识课件
Professional team Standard manual Knowledge courseware
ents, and creates a systematic approach to chain store operations.

SHUYI GRASS JELLY 08

 03
核心产品
CORE PRODUCT
烧仙草介绍 INTRODUCTION OF GRASS JELLY 产品矩阵 PRODUCT MATRIX
受欢迎的书亦门店 THE POPULAR OF SHUYI STORES 海外门店 OVERSEAS STORE
 烧仙草介绍 INTRODUCTION OF GRASS JELLY

自2007年起，1年热卖2亿杯
SINCE 2007, IT HAS SOLD 200 MILLION CUPS SOLD PER YEAR

烧仙草：传统中式草本甜品，以药食两用的神奇【仙草】为主料，清代《本草求原》中记载仙草能清暑热、解热毒。现代医学研究证明仙草含多糖、黄
酮类物质及多种微量元素。几百年来，烧仙草以甜香嫩滑的绝佳风味，广受人们青睐，并逐渐风靡世界。

Grass Jelly: a traditional chinese herbal dessert, primarily made from the miraculous "Grass Jelly" known for both its culinary and me-
dicinal uses. According to the qing dynasty's "compendium of materia medica," Grass Jelly can dispel summer heat and detoxify.
Modern medical research has shown that Grass Jelly contains polysaccharides, flavonoids, and various trace elements. For hundreds
of years, burnt Grass Jelly has been widely favored for its sweet, fragrant, and smooth texture, and has gradually gained popularity
worldwide.

10道工序提炼 1年自然晾干发酵
10 PROCESSES REFINING 1 YEAR NATURAL DRY FERMENTATION
先进工艺萃取保鲜 提升仙草香气和含胶量
Advanced technology extraction fresh-keeping Enhance herb aroma and gum content

10月采收 8小时慢熬细煮 2020年9月1日至2021年8月31日“观远平台”后台产品销售数据，

HARVEST IN OCTOBER SLOW COOK FOR 8 HOURS 由中华人民共和国四川省成都市中大公证处公证，公证书号：(2021)川中证字第10894号
Sales data of background products of "guanyuan platform" from september 1, 2020 to august 31, 2021,
在仙草成熟且长花蕾前采收 保留仙草精华所在 notarized by the notary public office of zhongda, chengdu, sichuan, people's republic of china, notary number:
Harvest the herbs before they are mature and have buds Preserve the essence of the herb (2021) chuanzhong certificate no. 10894

SHUYI GRASS JELLY 09

 产品矩阵 PRODUCT MATRIX

烧仙草系列 奶茶系列
GRASS JELLY SERIES POPULAR MILK TEA SERIES
专注于仙草系列产品，展示我们标志性的工艺和品质 所有奶茶都有浓郁的奶香，茶香浓郁。用传统秘方红糖制成。
Focusing on the Grass Jelly product, showcasing our signature craftsmanship and quality 口感爽口，口感醇厚。
All milk teas are rich in creamy flavor, with a full tea aroma.made
with traditional secret recipe brown sugar.
Offering a delightful chewy texture and full-bodied flavor.

东方仙草椰椰

黑糖珍珠牛乳

桃桃乌龙奶茶
牛乳烧仙草

MILK EASTERN BROWN PEACH MOCHI

SHUYI GRASS JELLY SUGAR OOLONG
GRASS JELLY COCONUT PEARL MILK MILK TEA

SHUYI GRASS JELLY 10

 产品矩阵 PRODUCT MATRIX

冰鲜柠檬茶系列 清爽果茶系列
FRESH LEMON TEA SERIES ON ICE REFRESHING FRUIT TEA SERIES
天然芳香的茶，清新的香气，结合新鲜水果的甜味和浓郁的味道。 新鲜水果自然香，茶香四溢，配料丰富，维生素c丰富，令人满意。
富含维生素c，让你一整天都精神焕发。 明星产品杨枝甘露是全球畅销产品。
Naturally fragrant tea with a refreshing aroma, Naturally fragrant with fresh fruits, overflowing with tea aroma,
combined with the sweet and tangy flavor of fresh fruits. abundant in ingredients, vitamin c, and satisfaction.
Packed with vitamin c to keep you feeling fresh all day long. Star product mango pomelo sago is a global bestseller.

蜜桃乌龙柠檬茶
金观音柠檬茶

杨枝甘露

葡萄冻冻
TIE PEACH MANGO GRAPE
GUANYIN OOLONG POMELO JELLO TEA
LEMON TEA LEMON TEA SAGO

SHUYI GRASS JELLY 11

 受欢迎的书亦门店 THE POPULAR OF SHUYI STORES
全新轻中式门店4.0
NEW CHINESE STORE 4.0

书亦产品颜值和口感深受消费者认可，门店人流量高，全世界每天售出超100万杯饮品。
Shuyi's products are highly appreciated by consumers for their attractive appearance and excellent taste, leading to high foot traffic in their stores. Nationwide, over one million cups of beverages are sold daily
in Shuyi stores globally。

SHUYI GRASS JELLY 12

 海外门店 OVERSEAS STORE

我们的海外业务扩展到八个国家，目前已多家书亦烧仙草门店开业或准备开业。

OUR OVERSEAS BUSINESS HAS EXPANDED TO EIGHT COUNTRIES, AND THERE ARE ALREADY MANY
SHUYI GRASS JELLY STORES OPENED OR READY TO OPEN.
SHUYI GRASS JELLY 13
 海外门店 OVERSEAS STORE

我们的海外业务扩展到八个国家，目前已多家书亦烧仙草门店开业或准备开业。

OUR OVERSEAS BUSINESS HAS EXPANDED TO EIGHT COUNTRIES, AND THERE ARE ALREADY MANY
SHUYI GRASS JELLY STORES OPENED OR READY TO OPEN.
SHUYI GRASS JELLY 14
 全球商务渠道合作 GLOBAL BUSINESS CHANNEL COOPERATION
拥有书亦门店的商场：万达、五岳、大悦城、龙湖、VIVO城、VINCOM、永旺商城、PAVILION
港铁、CENTRAL WORLD。

SHOPPING MALLS WITH SHUYL STORES: WANDA, WUYUE, JOY CITY, LONGHU, VIVO CITY, VINCOM,
AEON MALL, PAVILION, MTR AND CENTRAL WORLD.
SHUYI GRASS JELLY 15
 04
门店形象
STORE IMAGE
多维门店业态 MULTIDIMENSIONAL STORE TYPES
 多维门店业态 MULTIDIMENSIONAL STORE TYPES

多维业务业态，满足不同消费场景
MULTI-DIMENSIONAL BUSINESS FORMATS TO MEET DIFFERENT CONSUMPTION SCENARIOS

SHUYI GRASS JELLY 16

 多维门店业态 MULTIDIMENSIONAL STORE TYPES

多维业务业态，满足不同消费场景
MULTI-DIMENSIONAL BUSINESS FORMATS TO MEET DIFFERENT CONSUMPTION SCENARIOS

SHUYI GRASS JELLY 17

 多维门店业态 MULTIDIMENSIONAL STORE TYPES

多维业务业态，满足不同消费场景
MULTI-DIMENSIONAL BUSINESS FORMATS TO MEET DIFFERENT CONSUMPTION SCENARIOS

SHUYI GRASS JELLY 18

 05
市场营销
MARKETING
IP联名 CO-BRANDING WITH FAMOUS IP 名人代言 CELEBRITY ENDORSEMENTS
越南快闪活动 FLASH MOB IN VIETNAM
 IP联名 CO-BRANDING WITH FAMOUS IP

封神
FENG SHEN
作为女性为主要消费群体的新茶饮品牌,书亦烧仙草与国际知名动漫ip樱桃小丸子联名,深度触达核心消费群体,并
打造有趣限量的周边和门店氛围,深受年轻消费群体喜爱,引发热捧。

As a new tea beverage brand primarily targeting female consumers, Shuyi Grass Jelly partnered
with the internationally renowned anime ip " chibi maruko-chan." This collaboration deeply reso-
nated with the core consumer group and created a fun and limited edition range of merchandise
and store atmosphere. It has been widely loved by young consumers and has generated significant
buzz.

SHUYI GRASS JELLY 19

 IP联名 CO-BRANDING WITH FAMOUS IP

樱桃小丸子
CHIBI MARUKO-CHAN
作为女性为主要消费群体的新茶饮品牌,书亦烧仙草与国际知名动漫ip樱桃小丸子联名,深度触达核
心消费群体,并打造有趣限量的周边和门店氛围,深受年轻消费群体喜爱,引发热捧。

As a new tea beverage brand primarily targeting female consumers, Shuyi Grass Jelly
partnered with the internationally renowned anime ip " chibi maruko-chan." This col-
laboration deeply resonated with the core consumer group and created a fun and lim-
ited edition range of merchandise and store atmosphere. It has been widely loved by
young consumers and has generated significant buzz.

SHUYI GRASS JELLY 20

 名人代言 CELEBRITY ENDORSEMENTS

为提升与用户群体的消费粘度书亦烧仙草持续与众多明
星艺人合作，借助明星影响力调动年轻粉丝，同时传递
品牌潮流、趣味、社交、快乐的多维主张。

To enhance consumer loyalty and engagement,

Shuyi continues its collaborations with numer-
ous celebrity artists. By leveraging their influ-
ence, it effectively mobilizes young fans while
simultaneously conveying the brand's multifac-
eted advocacy of trendiness, fun, socialization,
and happiness.

陈小春 沈月 张含韵
JORDAN CHAN AYLA BABY ZHANG
书亦烧仙草首席巡店官 书亦烧仙草学姐星推官 书亦烧仙草学姐星推官
Shuyi Grass Jelly chief store inspector Shuyi Grass Jelly senior star promoter Shuyi Grass Jelly star beverage concoctor

SHUYI GRASS JELLY 21

 越南快闪活动 FLASH MOB IN VIETNAM

SHUYI GRASS JELLY 22

 06
合作支持
COOPERATIVE SUPPORT
全周期赋能支持 FULL-CYCLE EMPOWERMENT SUPPORT
构建生态发展闭环 BUILD AN ECOLOGICAL DEVELOPMENT CLOSED-LOOP
 合作支持 COOPERATIVE SUPPORT

核心原材料供应 原创产品研发 专业市场发展选址评估 店面设计与装修

SUPPLY OF CORE ORIGINAL PRODUCT PROFESSIONAL SITE STOREFRONT DESIGN
RAW MATERIALS RESEARCH AND SELECTION EVALUATION AND DECORATION
DEVELOPMENT OF MARKET DEVELOPMENT

原材料的质量直接影响运营业绩。公司坚持“高质低价”的 根据不同国家的消费偏好，我们专业的产品研发团队采用 在早期阶段，我们将对各国特定市场进行详细的发展调 为确保书亦全球品牌形象统一，公司为海外门店免费提供

产品理念，建立了自己的原材料生产工厂。从而为门店所 时令、健康、优质的原料，不断创新，推出原创美味食 查，以确定目标区域。然后，公司将分析和评估意向店铺 装修设计图纸，并协助寻找合格的装修团队。
在的各个国家供应和配送大部分核心原材料，除少数由指 品。并根据市场和季节推出新产品，丰富产品体系，保持 所在的商业区、周边商业环境、客流量等，结合投入成本
In order to ensure the unified global brand image
定供应商提供的原材料外。 品牌竞争力。 估算营业额范围、盈亏情况，从而竭尽全力降低投资风
of Shuyi, the company provides decoration design
险。
The quality of raw materials directly affects the According to the consumption preferences of dif- drawings for overseas stores free of charge, and
operation performance. Sticking to the product ferent countries, our professional product re- In the early stage, for specific markets in each assists in finding qualified decoration team.
concept of "high quality and low price", the com- search and development team uses seasonal, country, detailed development investigations will
pany built its own raw material production plant. healthy and top-quality materials to constantly be made to determine the target area. And then,
So as to supply and distribute most of the core innovate and present original delicious food. And the company will analyze and evaluate the busi-
raw materials, except for a small number of raw according to the market and season to launch ness district where the intended store is located,
materials which are supplied by designated sup- new products, enrich the product system, and surrounding business environment, passenger
pliers, to the each country where our stores are maintain brand competitiveness. flow, etc. to estimate the turnover range, profit
located. and loss in combination with the input cost, so as
to try every effort to reduce investment risk.

SHUYI GRASS JELLY 23

 合作支持 COOPERATIVE SUPPORT

系统管理培训 开店指导 运营支持 品牌营销规划

SYSTEM STORE OPENING OPERATIONAL BRAND MARKETING
MANAGEMENT GUIDANCE SUPPORT PLANNING
TRAINING

为确保书亦全球门店的高效运营与优质服务，公司提供详 公司提供开店宝典等标准操作手册，并安排专员在现场提 从销售数据分析，到调研当地市场情况，从业绩提升方案 根据不同国家的文化差异，提供定制化的店铺营销活动，

细的人员招聘指导资料及系统相关知识手册，同时针对合 供支持，组织活动，营造氛围，以吸引顾客，提升店铺业 到夯实操作基础，从标杆市场打造到各营销节点规划，实 以增加店铺曝光度，提高销售量，提升品牌在当地的影响
作伙伴与店员开设专业的店铺管理培训课程。此外，我们 绩。 现门店全周期的运营陪伴与赋能。 力和竞争力。
还将派遣经验丰富的海外管理咨询顾问，为门店提供现场
The company provides standard operating manu- From sales data analysis to local market research, According to the cultural differences of different
指导与咨询服务，助力门店实现标准化、精细化管理。
als such as store opening books, and arranges from performance improvement plans to countries, provide customized store marketing ac-
The company provides personnel recruitment ref- specialists at site to provide support, organize ac- strengthening the foundation of operation, from tivities to increase store exposure, increase sales
erence materials and knowledge related to the tivities, and create atmosphere to attract custom- benchmark market building to marketing node volume and improve brand influence and compet-
system, offers corresponding store management ers and build store performance. planning, the whole-cycle operational support itiveness in the local area.
courses for partners and shop assistants, and dis- and empowerment of stores are achieved.
patches overseas management consultants to
provide on-the-spot counseling service.

SHUYI GRASS JELLY 24

www.Shuyisxc.com Search