The niche fruit new tea drink "breaks the circle" across regions

Niche fruits are becoming a new direction for new tea brands to focus on

A number of new tea drinks are rushing to promote yellow skin drinks

Huangpi, which was originally "limited to Guangdong", has become a national "Internet celebrity" this summer.

On June 25, HEYTEA launched two new products, Huangpi Xianlu and Succulent Huangpi Xianlu, in four cities of Beijing, Shanghai, Guangzhou and Shenzhen.

Some consumers said that the taste of yellow skin has a certain memory point, sweet and refreshing

Create industrial value for upstream growers

In addition to yellow skin, oil oranges also set off a wave of chasing drinking at the beginning of this year

Hill, the founder of New Works Tea, said that niche fruits refer to fruits with specific production areas, seasonality, and less application in the industry, but with a certain degree of recognition

Fu Yifu, director of the Consumer Finance Research Center of Suning Financial Research Institute, analyzed that the main customers of new tea drinks are young people, especially the Z generation

However, not all niche fruits can become popular tea drinks

On the other hand, the in-depth exploration of niche fruits by new tea beverages has also helped niche fruits break the circle and promoted them from regional to national markets.

Huangpi tea has considerable economic benefits

From the profit point of view, the benefits of yellow skin tea are considerable

Taigai's yellow skin tea promotion mentions that "a cup uses about 33 fresh yellow skins"

Despite the increase in exposure, the price of yellow skins has not risen significantly

Improve the supply chain to solve the problem of raw material supply

After the "out of the circle" of niche fruits, it will inevitably bring certain pressure on the supply of raw materials, which requires tea brands to have a more stable and sound supply chain

　　HEYTEA stated that its solution is to find high-quality direct-harvested fruits and choose the method of co-construction of bases to stabilize the supply chain

　　Hill said that at the beginning of product research and development, they will conduct supply chain mining for niche fruit products, look for NFC raw juice fresh-squeezing technology, and bring the method of combining raw juice with fresh fruit into the product development process, so as to realize the final landing in the store.

　　Nai Xue's tea side said that product development is based on long-term product plans

　　(Zeng Fanying)

"China Food News" (July 19, 2021 07 edition)

　　(Editor in charge: Luo Chen)