一颗山楂熬出天地！东北创业者在长沙打造轻养生标杆

Eight years ago, Mou Sheng, a post-90s entrepreneur from Northeast China, carved out a unique niche in Changsha’s highly competitive tea drink market by founding Zhadui, a local light wellness brand. Focusing on hawthorn-based products that embody the Chinese philosophy of “food as medicine”, the brand rejects artificial sweeteners and insists on traditional brewing methods, securing a firm foothold among industry giants through distinctive product positioning.

8年前，90后东北创业者牟生在长沙茶饮红海市场中另辟蹊径，创立本土轻养生品牌“楂堆”，深耕山楂赛道做药食同源的养生茶饮，拒绝代糖、坚持古法熬煮，凭借产品差异化在巨头环绕下站稳脚跟。

With policy support and resource coordination from Tianxin District of Changsha, Zhadui refined and upgraded its business model to create an integrated “tea drinks + wellness services + cultural creativity” space. Today, it operates 11 stores nationwide with a customer repurchase rate of over 75%, serving consumers of all ages. It has also launched a joint store with Dim Sum Bureau of Momo, and its products are exported to Singapore, Malaysia and other overseas markets.

在长沙天心区的政策扶持与资源对接下，楂堆完成模式测试与升级，打造“茶饮+养生服务+文创”三位一体的轻养生空间，如今全国拥有11家门店，复购率超75%，客群覆盖各年龄段，还与墨茉点心局推出联名店，产品远销新加坡、马来西亚等海外地区。

Zhadui’s growth is driven by in-depth industry-academia-research collaboration. In addition to partnering with Hunan University of Chinese Medicine, founder Mou Sheng has studied the craft of making medicinal Hunan mugwort under an intangible cultural heritage inheritor, and the brand owns its own planting bases and factories.

楂堆的发展离不开产学研深度合作，不仅与湖南中医药大学携手，创始人牟生还拜师非遗传承人研习药用湘艾制作技艺，拥有自有种植基地和工厂。

Not limited to physical stores, Zhadui will soon launch a range of products on Tmall and plans to open outlets in Chinese communities across Southeast Asia. Leveraging Changsha’s inclusiveness and cultural-tourism strengths, the brand is bringing Chinese-style light wellness culture from Changsha to the whole country and the wider world, serving as a vivid example of the innovative growth of new consumer brands in Changsha.

品牌并未止步于线下门店，即将入驻天猫上线多款产品，还计划在东南亚华人聚集区布局开店，依托长沙的城市包容度与文旅优势，让中式轻养生文化从长沙走向全国、迈向海外，也成为长沙新消费品牌创新生长的鲜活缩影。