The reshuffle of the new tea industry has begun

On February 9, the news that HEYTEA was implementing layoffs was on the hot search.

After the great prosperity of the new tea industry, it began to reshuffle

The profitability of top players is declining

According to media citing people familiar with the matter, Hi Tea has started layoffs, involving 30% of its employees

On February 10, the media verified the matter with HEYTEA, and the other party responded that: the relevant rumors are all false information, and the company does not have the so-called large layoffs.

Although HeyTea denies major layoffs, many media quoted industry sources saying that HeyTea reported layoffs at this time, and may intend to speed up the listing process in 2022

It's worth noting that going public isn't a one-time-for-all

On February 8, Nai Xue's latest performance forecast for tea said that it is expected that the revenue in 2021 will reach 4.

And the days of Hey Tea are not as good as before

"The development of chain tea drinks has always been based on rapid expansion, not profitability

Waist players reduce costs and increase efficiency

In addition to the above two leading companies, the days of regional new tea brands such as Chayanyuese and Lelecha are also difficult

In November 2021, Changsha Internet celebrity brand Chayan Yuese was on the hot search list due to the closure of 87 stores

At that time, Chayan Yuese said on Weibo: "This round is already the third temporary centralized store closure in 2021, and the temporarily closed stores will gradually reopen after the epidemic eases

Faster than the recovery of the store is the price increase

　　In the eyes of the outside world, "one tea is hard to find" and scalpers buying on behalf of others are no longer pompous, and raising prices at this time is more like a combination of cost control and profit pursuit

　　In addition, Lele Tea also announced on October 15 last year that the last store in Xi'an would be closed, temporarily bidding farewell to the Xi'an market

　　"The competition in China's tea drink market has entered a white-hot stage.

　　The number of superimposed stores affected by the epidemic has increased sharply, and the life of many new tea brands in the past two years has not been easy
.
The "2021 New Tea Drinks Research Report" pointed out that in the next 2 to 3 years, the revenue growth rate of the new tea drink market will slow down in stages.
One of the reasons is the consolidation of the sinking market and the development of the western and northern markets
.
"Guohai Securities Research Report" pointed out that from a geographical point of view, the market of new tea brands in first- and second-tier cities has approached saturation, and it is necessary to turn to sinking markets to seek new growth points
.

　　(Source: Securities Daily)

　　"China Food News" (February 14, 2022 07 edition)

　　(Editor in charge: Luo Chen)