Brewing tea around the stove or making a false fire

Recently, the stove is on fire, and various cities have opened the first stove tea house
.
Topics related to "brewing tea around the stove" have also been frequently searched, and a wave of "small climax"
has been ushered in on social media such as Douyin and Xiaohongshu.
Sina Technology's vote and a number of consumers and operators of stove brewing tea have said that stove brewing tea is still a very small branch of tea consumption, and its requirements for venue and season are very high, in addition, the fun of cooking tea around the stove itself is not sticky, for the vast majority of consumers is "fresh", not enough to attract tea companies to enter the game
.

A new way for young people to socialize

Brewing tea around the stove, as the name suggests, is three or two friends around the charcoal fire and baking stove to brew tea, and then arrange some ingredients
for roasting around.
But brewing tea around the stove has been recorded as early as the Tang Dynasty, and it is not a game
that only appeared this year.
Tea Saint Lu Yu introduced the extremely "exquisite" process of brewing tea in the "Tea Sutra" - "Where one liter of boiling water is divided, it is divided into five bowls, and it is drunk by heat, and it is condensed under it with heavy turbidity, and the elite floats on
it.
" If it is cold, the elite will be exhausted with the breath, and the drink will
not disappear.
Tea is thrifty, not wide, then its taste is dark, and like a full bowl, sip half and taste little, and its breadth! ”

Fashion is a reincarnation
.
At the beginning of this year, the stove tea has risen in Shanghai, Wuhan and other places, with the arrival of winter, the stove tea is like a spark, began to be popular all over the country
.
In just two months, Dongguan and Hengyang opened the city's first furnace tea house, wanting to eat the first cake
in the concept of "stove tea".

Up to now, the videos related to the stove brewing tea on the Douyin platform have approached 1 billion views, and the public is vying to buy tea and brew tea
.

A poll of 284 people by Sina Technology showed that 31% and 39% of people respectively had the attitude towards making tea around the stove as "I have not heard of it, and I am not interested" and "it is a new trick of the business"
.
Only 15% said they wanted to try making tea around the hearth, and 11% enjoyed the atmosphere of making tea around the stove and said they would become regular customers
.
This vote also seems to reveal that although "making tea around the stove" has become popular all over the Internet, it cannot drive consumers' "real money" investment
.

Ah Fang, who has been running a teahouse for two years, launched a "hearth-brewing" set
menu in her store 10 days ago.
But this is only because it wants to launch a "charcoal roasted milk tea" product
.
The previous products of the tea house of the Arab side were mainly based on brewing tea, and the method and gameplay were relatively simple and simple, so the Arab side hoped to launch some "tricks" that could be taken and posted on the Internet
.
Because charcoal-grilled milk tea itself also needs a stove, just put some oranges, persimmons, chestnuts, peanuts and other foods that can be roasted around the stove to make tea, and it also launched this product to increase the diversity of products and try to attract some new groups
.

Judging from the actual order volume, although the stove brewing tea is very popular on the Internet, very few
people come to the store to actually place orders.
Within 10 days of product launch, only 3 tables of customers placed orders
.
Among the 3 table guests, two of the guests happened to see it on the menu, and after asking, they thought that the stove was beautiful and warm, and the water boiled over a charcoal fire was better than the water boiled in the electric kettle, and one table wanted to experience the feeling of grilled ingredients, so they brought corn to check in and take pictures
.

"The hearth, teapots, persimmons, etc.
are patchwork together, brightly colored, and beautiful to take photos, and recently there have been some new teahouses specializing in making tea around the hearth, and these places have gradually become check-in places, and basically people who want to take good photos are here
.
" The Arab side said
.

A woman from Guangxi said, "I don't know how tea is made around the stove, and for so many years, almost all the winter in Yunguichuan has been brewing tea
around the stove.
" She also said that in her impression, it is not so much about making tea around the stove as it is about roasting fire, and in the winter in the south, everyone buys some sugar cane, oranges, rice cakes and other ingredients in the market, and chats
together.
Tea and refreshments are not the main thing, just everyone gathered around to warm up
.
And now the "windy" hearth on social networks brews tea, in her opinion, just to take pictures
.

Weining Yi and Miao Autonomous County in Guizhou Province has a thousand-year-old "Wusa roasted tea"
.
Cai Mou, general manager of a roasted tea industry co.
, LTD.
in Guizhou, introduced: "'Wusa roasted tea' is the inheritance
of the original tea cooking method of Weining people.
The method of preparation is to put the tea leaves into the roasted tea pot, roast it on a small stove to a charred but not mushy brown, and then pour boiling water into the roasted tea pot, and when the aroma in the tea pot is overflowing, it can be enjoyed
.
In the process of brewing tea, there will always be a few artichokes on the fire, and when the tea is brewed, the artichokes are basically cooked
.
People sitting around the stove roasted tea, drank tea, ate potatoes, and chatted about the sky, so comfortable, this atmosphere is also full of
feeling.
”

Yunnan also has a kind of "roasted tea" - "Huotang roasted tea"
.
A fire pit is a kind of fire pit
that uses charcoal to boil water or cook rice indoors.
The earthen pottery teapot is placed on the fire and baked slowly, then the tea leaves are added and shaken while roasting, and when the tea leaves give off a mellow burnt aroma, the tea
is started.
The current popular "stove brewing tea" is based on the fire pond roasted tea for some transformation
.
The "fire pit" was replaced with a charcoal stove
.
Tea is also more "young", including black tea, fruit tea, milk tea, etc
.

Why did this kind of hearth brewing tea that existed as early as the Tang Dynasty suddenly spread all over the Internet? Some people believe that the revival of making tea around the stove is due to social impetuosity, and everyone is under pressure, and they want to make tea around the stove to calm down and relieve mental internal friction
.
But Ah Fang said that "the understanding is too big", the stove tea brewing has not risen to the concept of solving anxiety, it is just a relatively new social way, a person's stove tea is very boring, call three or two friends, drink tea with friends, baked ingredients, and other ways of drinking tea are not the same, a little distinctive
.

"In recent years, the public will take the initiative to push some different colors
of life.
Affected by the epidemic, there is no way to travel far away, and life is close to finding fun around you, so that boring life is a little more
colorful.
But making tea around the stove did not solve anxiety, and if you really feel anxious, you will not drink tea
at all.
The Afghan side said
.

Therefore, for the operator who brews tea around the hearth, the introduction of cooking tea around the hearth is also one of
the ways to find a happy life.

Industry segmentation is difficult to drive the industry

It is understood that there are more than 20,000 tea houses of various types in Chengdu, Sichuan alone, of which about 1,000 provide "stove brewing" services
.
This new way of winter consumption not only exists in tea shops and various new Chinese tea houses, but also appears on
the product lists of some cafes and music restaurants.

After the explosion of tea brewing around the stove, many people are also discussing whether boiling tea around the stove can pull the domestic head tea companies, but at present, it seems that it is difficult for tea companies to "rub" this wave of traffic ushered in a climax
.

"It is unlikely to attract tea companies to enter the market, this branch is too small and the cost is high
.
" First of all, there needs to be perfect site conditions, indoor is easy to catch fire and carbon monoxide poisoning, high cost; Only suitable for autumn and winter, the season requirements are high; Brewing tea is also particular, to find a suitable tea type, variety requirements are high
.
Ah Fang believes that making tea around the stove is a very niche consumption, and the consumption
of tea around the stove will not be widespread and large-scale.
At present, boiling tea around the stove has not yet been able to drive the consumption of tea houses, and it is more difficult to drive tea companies
in the supply chain role of brewing tea around the stove.

In order to explore the reasons for the low order rate of tea brewed around the stove, Ah Fang also talked to consumers and thought that the experience of brewing tea around the stove was not good
.
"The heat is difficult to master, and inexperienced people can easily bake the ingredients and get burned by charcoal
.
For the vast majority of consumers, making tea around the stove is a fresh picture and looking for fun
.
Only a few people who really like roasting and tea will fall in love with this activity
.
”

In Afang's view, brewing tea around the stove itself does not have the pleasure and stickiness
that can make everyone consume repeatedly.
And for operators, "making tea around the stove" has to prepare a lot of trivial things, which is very laborious and material resources
.

Industry experts believe that the only constant in the preferences of young people is change
.
Camping is hot, everyone gets together to camp; Winter is coming, and young people are turning to tea
again.
After experiencing it once in this mentality, this "net red" mood that only stays on the surface does not know whether it can retain the hearts of young groups, and compared to camping, the seasonality of cooking tea around the stove is stronger, and it can only be carried out when autumn and winter are colder, and there is a lack of intervention of head tea companies, I don't know how long this wind can blow? Whether it is a false fire is difficult to say
.

It is worth mentioning that China is the hometown of tea and a big country for tea drinking, with a tea market of more than 400 billion yuan
.
According to the "China Tea Enterprise Development Report" released by the China Tea Circulation Association, in 2017, there were more than 60,000 tea enterprises in China, only 87 enterprises with total assets of more than 100 million yuan, and only 6 enterprises with total assets of more than 1 billion yuan
.

Although the top ten famous teas are thunderous, there are only a few
tea brands that can be named.
Before the Ba Ma Tea Industry, China Tea Co.
, Ltd.
and Lancang Ancient Tea successively submitted tables, and many tea companies such as Xie Yuda and Zhu Yeqing also folded their IPOs
one after another.
But at present, it still maintains the record
of A-share no tea enterprises.

As early as 2013, Ba Ma Tea sought to be listed on the small and medium-sized board, and finally listed on the New Third Board in 2015; Later, it terminated its listing in 2018 and sprinted to the Shenzhen Stock Exchange instead; This time is the third time that Ba Ma Tea Industry has hit the IPO.

(Yuan Guofeng, comprehensive arrangement)

China Food News(December 08, 2022, Version 07)

(Responsible editor: Yuan Guofeng)