The rapid rise of new tea drinks

The rapid rise of new tea drinks: 300,000 cups are sold in a single day, and the market size exceeds 100 billion

During the Spring Festival of the Year of the Rabbit, it has become another new choice for people to reunite with relatives and order some tea drinks to take away, and to have a cup of afternoon tea with long-lost friends. 300,000 cups are sold in a single day, and the long queues to buy are spectacular, becoming a social standard for some young people... In recent years, new tea drinks have become a bright spot in the Chinese consumer market.

Behind the popularity is the fashion and social labels to cater to young consumers, and the continuous innovation and digital transformation to adapt to the rapidly changing market needs.

During the Spring Festival holiday this year, a single new-style tea store in Shenzhen received over 10,000 visitors per day; the Spring Festival mini-program exploded, and sales in some stores increased by 5 to 6 times; co-branded with popular dramas, the drinks sold nearly 300,000 on the first day. million cups.

According to Sun Gonghe, director-general of the New Tea Drinks Committee of the China Chain Store and Franchise Association, there are two definitions of new tea drinks in a broad sense and a narrow sense. In a broad sense, it refers to the general term for all kinds of beverages that are processed and sold on-site in specialized beverage stores; One or more kinds of raw materials are processed into liquid or solid mixtures on site.

High-quality tea such as Dahongpao, Fenghuang Dancong, and Gaoshan Yunwu; fresh fruits such as mango, peach, grape, guava, perfumed lemon, and tangerine; The new-style tea drinks with authentic materials cater to the needs of the younger generation of consumers in pursuit of quality and individuality.

The "2022 New Tea Drinks Research Report" recently released by the New Tea Drinks Committee of the China Chain Store and Franchise Association shows that the market size of my country's new tea drinks has increased from 42.2 billion in 2017 to 100.3 billion in 2021.

In 2022, the scale of new tea drinks is expected to reach 104 billion yuan, and the total number of new tea drinks stores will be about 486,000. In 2023, the market size is expected to reach 145 billion yuan.

According to the "2022 Tea Beverage Development Report" previously released by Meituan Food and Kamen, Guangzhou, Shenzhen, Shanghai, Chengdu, Chongqing, Foshan, Nanning and other cities are among the best in terms of tea stores and orders.

The report of the China Chain Store and Franchise Association shows that consumers' higher purchasing power and consumer demand for brands and quality are an important factor in the development of new tea drinks.

"Many milk teas that were once popular were prepared by brewing tea powder, creamer, and syrup. With the improvement of living standards, consumers' demand for food safety and quality continues to increase, which has become an important turning point in the development of tea drinks." Wang Jingyuan, the founder of the LINLEE brand, which specializes in new lemon tea, said.

"Previously, there was almost no tea market for young people with strong consumption ability and pursuit of novelty and diversity," said Zhang Yufeng, tea media public relations director of Naixue.

iiMedia Consulting analysts said that compared with traditional milk tea and other drinks, hot new tea drinks have been upgraded and innovated in raw material selection, production process, display form, and brand operation in recent years, which is more in line with the consumption of young people today. Appeal and aesthetic taste.

For example, in order to adapt to the current trend of consumers pursuing natural and healthy food, many new tea drink brands have introduced ingredients such as natural sweeteners; both emphasize the humorous and poetic youthful style.

"As a light-weight consumption, the new tea drink satisfies young people's pursuit of relaxation, pleasure, social sharing and other demands in daily life, and has evolved into a carrier of modern lifestyle." The relevant person in charge of HEYTEA said.

Network digital technology also helps the rapid growth of new tea drinking enterprises. According to analysis by industry insiders, online payment and big data management make online ordering convenient and fast, making sales more precise and sticky.

New tea drinks have also inspired the younger generation of consumers to recognize traditional tea culture. In Sun Gonghe's view, young people who are keen on consuming new tea drinks have inadvertently inherited Chinese tea culture in a modern way.

The "national trend" culture that has been popular in recent years is colliding with new tea drinks to create new sparks. Co-branding with popular IPs, offline pop-ups, creating product peripherals and other youthful ways of playing, while strengthening the brand style, it also allows tea brands to continue to break the circle, enhancing consumers' sense of freshness and experience.