Rejuvenation of health, new tea brand, healthy track for dividends

In recent years, more and more brands have poured into the tea market, and each brand is striving to "get out of the circle" with innovative products

According to industry insiders, young consumers have a strong demand for health and wellness, and new tea brands should be adjusted in time to meet the demands of young people

Health drinks emerge in endlessly

"Applying the most expensive mask, eating the most expensive health food, ordering the cheapest takeout, and staying up the deepest night" is the contrast between today's young people's health care, which is both a joke and a portrayal of the real life of today's young people

Different from the traditional concept of health preservation, young people also pay more attention to the scientificity, convenience and nourishing properties of health products

With the increasing consumption power of the younger generation, the Z generation has gradually become the main consumer group, and the demand for "punk health care" has finally been reflected in the food and beverage industry.

In the first half of this year, there were 15 financing events for tea brands, and new brands focusing on health care were favored by capital

"Young people also pay great attention to health preservation, but the carriers, models and products they choose are different.

With the emergence of beverage brands that focus on health preservation, beverage product packaging is also developing towards trendy and internet celebrity.

Tear off the "unhealthy" label

With the rise of the "health economy", more and more brands have begun to target the health market

Missing you

According to industry insiders, tea brands are now gradually moving closer to health.

　　"Encourage the whole society to participate in reducing salt, oil and sugar

　　The "2020-2024 China Sugar-Free Beverage Industry Market Supply and Demand Status and Development Trend Forecast Report" shows that with the continuous increase in the market penetration of sugar-free beverages, its growth rate has been much higher than the overall growth rate of beverages

　　"Tear off the 'unhealthy' label is the overall trend of the industry, not the response of individual companies

　　Avoid becoming a "new quirky" gimmick

　　Nowadays, tea brands or products that focus on health preservation emerge in an endless stream, and whether their products can truly match the brand positioning is a challenge faced by many companies

　　Wang Zhendong, chairman of Shanghai Feiyue Investment Management Co.

　　At the same time, Wang Zhendong emphasized that in the process of exploration, enterprises should gradually innovate and scientifically analyze the market response, rather than excessively pursuing "explosive models"
.
Continue to increase R&D investment, pay attention to the comprehensive performance ability of R&D team and products in culture, technology, technology and fashion trends
.
It is difficult for beverage brands to form complex technical and intellectual property barriers, which makes it difficult for innovators to convert innovation into profits because they will be quickly imitated.
Over time, the ability to innovate is easily curbed.
Therefore, it is not easy for brands to develop in the long run.
It is necessary to form a special team, which will help the brand to form its own influence and resistance
.

　　Some people in the industry said that whether it is a tea brand or other brands, the launch of a product requires consumers to pay the bill and the market to consider it, and cannot just rely on "new and special" gimmicks
.
The launch of new products still needs to match the brand positioning.
Behind the brand positioning is actually its customer population and core needs
.
Only when products are launched to meet core needs can a positive interaction between brands and consumers be formed
.

　　(Comprehensive arrangement by Wang Han)

       "China Food News" (July 5, 2021 04 edition)

(Editor-in-charge: Wang Han)