In 2022, the number of new tea stores has reached nearly 500,000, with Michelle Ice City ranking first and Guming second

The new tea beverage industry is in a stage of continuous growth
.
Recently, the China Chain Store and Franchise Association released the "2022 New Tea Beverage Research Report" (hereinafter referred to as the report), showing that the new tea beverage market in 2022 is in the first half of the mature period
.
At the end of 2022, the total number of new tea beverage stores in the business was about 486,000, and as of the end of October 2022, Michelle Ice City ranked first with 23,295 stores, and Guming ranked second with 6,778 stores
.
The market pattern of the new tea beverage industry is gradually clear, and the head effect of the new tea drink brand is obvious
.

In addition, the chaining rate of new tea drinks has increased to 55.
2%
in 2022.
In the sampling survey of core business districts in many cities, the chain rate of new tea drinks exceeded 80%.

New tea drinking, an emerging industry with an average age of less than 30 years and a scale of less than ten years, has created strong consumer demand in stages and shines in the consumer market in the form of chain operation
.

Michelle Ice City has the largest number of stores, with nearly 7,000 ancient tea

From the perspective of China's overall new tea beverage market, the total number of new tea beverage stores in the business at the end of 2022 was about 486,000, an increase of more than 28%
from 378,000 at the end of 2020.
Combined with network-wide data and enterprise research, the report determined the number of stores of 30 typical new tea brands at the end of
October 2022.

The data shows that the number of Michelle Ice City stores ranks first; Gu Ming followed with 6,778 stores; In third and fourth place, Shuyiyao Immortal Grass and Chabaido stores also have more than 6,000 stores
.
From the perspective of consumers, the new tea drink in 2022 has a better "cost performance" as a whole, calculated as "not much more expensive than bottled drinks" and "cheaper than buying fresh fruits alone"
.

Image source: China Chain Store & Franchise Association

The growing number of new tea stores has further driven this segment to occupy an increasingly important position
in China's ready-made beverage market.
From the perspective of the entire ready-made beverage market, the number of new tea beverage stores in 2022 is still a sub-category with the largest number of stores in China's ready-made beverages, and its number of stores accounts for 61.
9%.

Image source: China Chain Store & Franchise Association

The chaining rate of new tea drinks rose to 55.
2%, and industry competition will revolve around the supply chain

The new tea drink has certain characteristics of the retail industry, has a high degree of standardization, and can be quickly replicated
.
According to Meituan data, the chain rate of the catering industry will increase from 15% to 20.
7% from 2020 to 2022
.
During the same period, the linkage rate of new tea drinks increased from 41.
2% to 55.
2%.

In the sampling survey of core business districts in many cities, the chain rate of new tea drinks exceeded 80%.

Looking at the global chain market, China's new tea drinks have developed rapidly in the past few years, with a clear target customer group and continuous iterative innovation of products, giving birth to a number of well-known national brands
.

Image source: China Chain Store & Franchise Association

The report released by the China Chain Store and Franchise Association also pointed out that the competition of new tea drinks in the future is competition in the supply chain
.
Tea brands that lay out the supply chain in advance will have more core competitiveness
in the increasingly fierce market competition.
For example, Guming has begun supply chain construction since 2016, in addition to stable cooperative orchard tea gardens, it has also expanded its own orchards, and has now run a complete supply chain model
covering raw material planting, rapid distribution, and storage base construction.
The solid supply chain can do a better job in product quality control and provide consumers with fresh drinks
with stable taste and high cost performance.

Next, the layout of the agricultural supply chain will become a new trend in the industry, and the control of the whole industrial chain from upstream orchards to downstream sales will be the only way
for the development of new tea brands.

As for the future development space of the new tea beverage industry, according to the data of iMedia Consulting and Huajing Industry Research Institute, the market size of the new tea beverage industry will exceed 290 billion yuan in 2022, a year-on-year increase of 5.
1%.

"The entire new tea beverage market is expected to fully recover in Q2 2023, and is expected to usher in a 'celebratory' sales market, and the overall performance will improve
overall.
The franchise business is also expected to fully recover
.
As a result, 2023 will see a year-on-year increase
in full-year results.
The "2022 New Tea Drink Research Report" pointed out
.

Preliminary review: Li Song Responsible editor: Zhang Jiazhen Review: Ouyang Meihua