The tea shop has become a social brand for pet lovers, and the offline store has multiple scenarios.

Nowadays, the pet economy is gaining momentum, and pet-themed pet cafes or tea shops have become a must-see for young people in major cities

Although the pet economy is developing in great strides, for safety reasons, it is a common phenomenon that pets are not allowed in most public places, which makes many pet consumers feel uncomfortable and inconvenient in some aspects

Increase emotional connection with consumers

Build a new life "third space"

A few days ago, HEYTEA launched a "HeyTea pet friendly theme store" inspired by cute pets in Shenzhen, attracting a large number of young consumers to stop

With the upgrade of consumption, consumers not only require better and healthier drinks, but also have higher requirements for consumption scenarios

HEYTEA pet-friendly theme store is divided into dining area, leisure area, and outside area for pets

According to the "White Paper on China's Pet Industry", the scale of China's urban pet consumption market exceeded 200 billion yuan in 2019, and the overall consumption scale reached 202.

In addition to HEYTEA, as early as 2018, Starbucks opened its first pet-friendly store in Tianjin, and subsequently opened in Beijing, Guangzhou, Hangzhou and other places

According to industry insiders, the tea market has entered the second half, and the second half is more about resource integration

Strengthen store social attributes

Meet the personalized needs of users

According to the "2019 New-Style Tea Consumption White Paper", the potential market size of China's ready-made tea is expected to reach 50 billion yuan in 2019; The ecological environment has undergone fundamental changes

At present, the main consumer groups of tea drinks are young people, and higher requirements are also placed on tea brands.

In recent years, China's pet economy has grown significantly

Nowadays, new tea brands are constantly building consumption scenarios that are more in line with the social needs of young people, and use "pets" as a connection point to create a new bridge between brands and consumers

Break through the limitations of product attributes

Realize brand exposure in multiple scenarios

With the increasingly fierce competition in the tea beverage industry and the gradual weakening of the main category boundaries, the scene-based experience has become more and more concerned and loved by consumers

According to industry insiders, brand value has become increasingly prominent and has become a long-term core capability across cycles, providing consumers with the third scenario, establishing multiple touch points between brands and consumers, breaking through the limitations of the brand's own product attributes, and enabling the realization of multiple scenarios for the brand.

From the perspective of long-term trends, brands will gradually transform from product manufacturing to service-oriented, and brands will also become a series of products, services and experiences to meet the more comprehensive needs of consumers

(Comprehensive arrangement by Wang Han)

"China Food News" (November 09, 2020 Edition 04)

(Editor-in-charge: Wang Han)