Can local tea brands develop a broader market?

In the early 1990s, milk tea just swept the Chinese mainland market

In just a few years, the new tea drink has become famous, and it has attracted the attention of capital

One side of water and soil, one side of tea

Local tea brands attract local consumers

Recently, Bawang Tea Concubine, born in Kunming, Yunnan, has become a gold-sucking "dark horse" in the tea market

Hujian, which was also born in the tea township, has also given full play to the raw material advantages of Fujian Minnan tea gardens.

Among them, in order to highlight the differentiated value of the brand, Hujian also specially invited Wei Yuede, the ninth-generation descendant of Wei Yin, the discoverer of Tieguanyin, and the inheritor of the national intangible cultural heritage, to personally supervise the production of Anxi Tieguanyin milk tea under the brand

Local radiation surrounding

Local tea drinkers take the initiative to go out

From these local tea brands, we can summarize some commonalities that they can occupy the local market, such as using local materials, integrating local feelings, and attracting local people

However, relying on the Wenheyou brand to enter Shenzhen, the Chayanyuese pop-up store closed the store and exited after 5 months, and implicitly stated that it has no plans to enter first-tier cities

The "fear" of competition has led more local tea brands to adopt the "curve to save the country" regional expansion strategy, that is, "from point to line, from line to surface"

Local tea "into the city"

Head tea "going to the countryside"

However, for some local tea brands that are smaller in size, less digitalized and less mature in their supply chain, how to deal with the increasingly squeezed living space in the sinking market is a matter of comparison with the development anxiety of external expansion.

Relevant data shows that China's sinking market currently includes 200 prefecture-level cities, 3,000 county towns and 40,000 townships, with a total population of more than 1 billion

Under the potential threat of competition, for local tea drinks that were originally in a corner, "running" may have become an inevitable choice to maintain survival

Baudrillard also pointed out in his masterpiece "Consumer Society" that the current consumption behavior is no longer the demand for the function or practical value of things, but the demand for the meaning (and the difference in meaning) behind the commodity

(winter wheat)

"China Food News" (07 edition on November 1, 2021)

(Editor in charge: Luo Chen)