Capital boosts new tea drinks into the 3.0 era

Our reporter Wang Xiaoxuan

Tea is no stranger to many consumers.

It is understood that in 2021, the China Chain Store & Franchise Association will set up the "New Tea Drinking Committee".

The number of stores and the chain rate increased

The "Report" shows that by the end of 2020, the total number of beverage stores in China will be approximately 596,000

The new tea drink is the track with the greatest potential in the tea sector.

Judging from the classification of the tea market, the tea retail market is in a state of "strong regions and weak brands", and the top brand structure in the prepackaged tea market has stabilized.

The "Report" shows that the revenue of the new tea beverage market may reach 142.

Different stages of development

At present, the new tea drink has entered the 3.

The market believes that with the rise of raw-leaf tea, digitalization helps the "people and goods market" feature of new tea drinks.

Typical characteristics of new tea drinks From the perspective of product characteristics, new tea drinks have the characteristics of short shelf life, omni-channel sales, easy availability, non-rigid demand, high degree of customization, and large space for ingredient selection

　　Online business development boosts the digital transformation of new tea beverages The digitalization of new tea beverages refers to the construction of full-link digitization (digital channels, digital products, digital supply chains, digital operations, and digital marketing) with digital management as the core

　　The first is to help the "people and goods yard" of new tea drinks: the digital system can support the management of raw materials in the supply chain, effective customer acquisition, integrated online and offline operations, product development and new products, product quality control, inventory management, and improve store operating efficiency and business operations.

　　On the whole, the digital construction of new tea drinks is in a relatively leading position in the catering industry

　　Unbalanced regional development brings new brand opportunities.

　　Individual cities and regional new tea stores in the Pearl River Delta region are already in a state of excessive competition, while several large urban agglomerations, including the Yangtze River Delta, the Greater Bay Area, Chengdu, Chongqing, and areas near Changsha are developing rapidly

　　Tea is not the core factor restricting the development of new tea drinks.

　　The new tea supply chain determines how far a brand goes.

Health becomes a hot spot of consumer demand

　　On the whole, sugar reduction and health are the new needs of young consumers
.
During the afternoon tea period, orders for "reduced sugar" accounted for 48%
.
The "Report" shows that 95% of the sample companies in this year's survey have options for sugar reduction such as "half sugar", "less sugar" or "no additional sugar", and sugar control has become a trend
.

　　In this year's survey, 50% of the sample companies tried to use "sugar substitutes", and controlling calorie intake has become a hot topic this year
.
During afternoon tea, 48% of the orders on a food delivery platform required "sugar reduction"
.

　　The "Report" shows that there are certain differences in users in different cities
.
From the perspective of consumer groups, the core user group of new tea drinks has not changed much, and they are still mainly young women, and the age of the covered group has slightly expanded
.
The positioning and target audience of each brand are different to a certain extent, and the same brand also has certain differences between different cities
.

　　The "Report" conducted a sample survey and analysis of members in two cities, Beijing and Guangzhou.
The results showed that consumers in Beijing "pay attention to brands", and "the sales of peripheral products such as cups are better"; consumers in Guangzhou "pay more attention to cost performance", Moreover, it has become a habit to buy multiple cups during afternoon tea, and the conversion rate of "multi-cup promotion" is higher
.

"China Food News" (07 edition on October 11, 2021)

(Editor in charge: Luo Chen)