China News Service, Shanghai, December 3 (Reporter Jiang Yu) The second "Drinking" Leaders Summit was held in Shanghai on December 3. Naixue's tea and CBNData (CBNData) announced at the summit. "2020 New Style Tea White Paper" (hereinafter referred to as "White Paper").
The "White Paper" predicts that by the end of 2020, the market size of China's new tea drinks will exceed 100 billion yuan (RMB, the same below).
The research of the "White Paper" is based on online consumption data from Alibaba and 1518 online survey questionnaires. The survey time is November 2020. The research objects are new tea consumer groups from "post-70s" to "post-00s."
The Chinese have thousands of years of tea-drinking history. Around 2015, the emergence of new styles of tea has brought a new vision for the development of the Chinese tea market.
The "White Paper" defines new-style tea as "Chinese-style beverages that use high-quality tea, fresh milk, fresh fruits and other natural and high-quality ingredients through a combination of more diversified tea bases and ingredients."
Liu Yixuan, chief data analyst in the food and beverage industry of CBNData, said that compared to traditional tea, new teas emphasize the upgrading and innovation of raw material selection, R&D and production, store operations, and spatial experience, so as to create a unique brand culture and improve Brand Value.
The "White Paper" predicts that by the end of 2020, the total size of China's tea drink market will reach 442 billion yuan, more than twice the size of the coffee market. The new tea drink market will exceed 100 billion yuan by 2021. Up to 110 billion yuan.
In 2020, the number of consumers of new tea drinks will exceed 340 million, and it will continue to increase in the future.
The survey shows that nearly 70% of consumers in the new tea market are "post-90s" and "post-00s"; female consumers occupy a dominant position in all age groups, but the proportion of male consumers has increased significantly compared with last year's data. At present, the ratio of male to female consumers is 4:6; 86% of consumers buy new tea at least once a week; 80% of consumers have high brand loyalty; 54% of consumers choose online channels to buy new tea.
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