At present, the new type of tea has entered the digital 3.0 period. According to the iResearch report, due to the characteristics of new tea drinks with high frequency and low customer orders, and short consumer decision-making links, the digital pain points of its brands are more concentrated in the two modules of data and marketing. Therefore, special database through the accumulation of data assets, in-depth insight into consumers, and ultimately nurturing the business is the key work of the digital transformation of new tea brands. In-depth Insights. The digital road behind the new tea drinking boom Digital Pain Points of New Tea Drinking Chain Brands This article takes Michelle Ice City as an example to deeply deconstruct the digital path of new tea brands. In the list of the top ten Chinese tea brands released by Hongfan.com, Michelle Bingcheng has been ranked in the Top 3 for several consecutive special database years. In 2021, a brainwashing song "You love me, I love you, Michelle Bingcheng is sweet and sweet" will be popular all over the country, and Michelle Bingcheng will quickly come out of the circle. However, compared with the popular Internet celebrity brands in recent years, Michelle Bingcheng is a brand that has been established for 25 years. From selling shaved ice and cold drinks, to opening direct sales + franchise model, to laying out the entire industry chain, to brand building , ushered in the era of Wandian, and Michelle Ice City achieved special database today's achievements after years of precipitation. In-depth Insights｜The digital road behind the new tea drinking boom The development history of Michelle Ice City After the epidemic, digitalization has changed from an optional option to a mandatory option for new tea drinking companies.