This article is derived fromZyngapokerdownloadforpcEconomic guide
"after scanning the code and issuing the order, I went shopping in the mall for almost an hour, and finally got it!" On May 1, Lu Yu, a tourist who had been waiting for dozens of cups of milk tea, was happily taking pictures with his girlfriend in front of Tea Bai Dao (Shimao store).
"as a 'milk tea control', usuallyZyngapokerdownloadforpcI mainly order milk tea takeout, coupled with the work unit near Kuanghouli, so tea hundred ways, overlord tea concubine, honey snow ice city, happy tea …... All of them are 'spoiled' by me. " Zhang Lu, a white-collar worker in Jinan, told the Economic Herald.
A reporter from the Economic Herald noted that compared with traditional drinks, the new tea represented by milk tea tastes more yuan and is more popular among young people. In recent years, the new tea industry has grown strongly, and the market scale has been expanding. According to the data released by the New Tea Committee of China chain Management Association and Meituan New Food and Beverage Research Institute, the size of the new tea market is expected to exceed 200 billion yuan in 2025.
At present, the competition in the new tea industry is fierce, and various brands are trying to win the "hearts" of consumers. During the May Day holiday, some brands actively carry out activities, while others actively launch new products. Tea hundred Road launched "collapse: star Dome Railway" joint package event; Nai Xue Tea (CCPARK Creative Port Store) opening drink 9 yuan 8 choose 1, May Day available; Qifen Sweet launched a lucky draw to win the summer gift between April 28 and May 5, prizes include Polaroid NOW second-generation camera, sunscreen, banana sunscreen, etc. The newly opened auntie in Shanghai has changed into a "new skin". The orange tone style, stylish decoration and comfortable environment of Furong Street have become a favorite place for tourists to rest. During the May Day holiday, activities such as a lucky draw and a series of green lemon milk were launched.
It is worth mentioning that health has also become the pursuit of more consumers. "I ordered tea with jasmine fresh milk tea with no extra sugar in the 100-course real fresh milk tea series." Lu Yu said, "this product contains no plant fat powder, no cream, no trans fatty acids, so I am relieved to place an order!"
Like Lu Yu, there are not a few consumers who pursue a healthy and natural new tea experience. A survey on big data's Research and consumption behavior of China's New Tea drink shows that 49Zyngapokerdownloadforpc.4% of consumers will worry about health problems, 42Zyngapokerdownloadforpc.2% of consumers are more concerned about gaining weight. Around the tea formula and raw materials, many consumers have doubts about "milk tea sugar content is high", "whether there are trans fatty acids" and other issues. The 2023 New Tea Research report shows that people are increasingly aware of their health and pay more attention to subtle indicators such as sugar content, calories, fat and protein.
In the face of changes in consumer demand, tea brands have also adjusted their marketing strategies and began to play the "health" card. For example, the new overlord Tea Ji, "Xingshi Chunshan" wrote in the product description that "the whole cup of calories is about equal to a guava" and "Longjing spring tea selected from Longjing producing area of Zhejiang Province" and so on, highlighting the nature, health and freshness of the product as much as possible.
2024 is also a year for new tea brands to sprint for IPO. Four companies, Honey Snow Ice City, Tea Bai Dao, Gu Ming and Shanghai Auntie, have submitted prospectuses for listing of Hong Kong shares, among which Tea Bai Dao has arrived in Hong Kong IPO on April 23, 2024, becoming the "second New Tea share" after Nai Xue's Tea.
Recently, the overlord tea concubine once again reported the news of listing in the United States, the news said that the earliest listing in the middle of this year. With the increasing competition among tea brands, the curtain of the second half has been opened.
Zhu Danpeng, an analyst of China's food industry, believes that in 2024, the new tea industry has entered an omni-directional and multi-dimensional competitive node, such as brand, scale, marketing, product, supply chain and capital market empowerment. "the brand with high and deep moat, perfect service system and strong customer stickiness can be in an invincible position in the future competition." Zhu Danpeng said.
Some industry experts also pointed out that in the next step, tea enterprises need to keep up with the trend of the consumer market, make efforts in the introduction of digital technology, accumulate brand potential energy, constantly reduce costs and increase efficiency, and explore incremental space.