2022年伊始，茶饮市场就掀起了一轮价格调整。最近，新式茶饮头部品牌喜茶和奈雪的茶相继宣布降价，平均客单价约30元的菜单上，罕见地出现了10元以下的单品。

　　在业内人士看来，头部茶饮品牌相继宣布降价，是展现其在供应链、成本控制等方面优势的“秀肌肉”式的举措。价格区间进一步拓宽，也有利于头部品牌拓展中低端消费市场。随着市场体量扩大，我国茶饮市场的竞争已经进入白热化阶段。

头部品牌罕见上架9元茶饮

　　花上9元就能喝上过去动辄30元以上的奶茶。最近，喜茶和奈雪的茶相继宣布降价，在社交平台上引发热议，让不少消费者直呼“终于薅到了羊毛”。

　　“虽然原本650毫升规格的饮品变成了500毫升，但确实提供了更实惠的选项。”有消费者表示。

　　记者统计发现，喜茶此次共有15款茶饮出现1元至7元不等的降价。其中，“纯牛乳茶”从22元降低至15元，“纯多肉葡萄”从29元降低至25元，人气产品“芝芝芒芒”由32元降至29元，“纯绿妍茶后”价格低至9元，小料芝士也从6元降至5元。

　　奈雪的茶则自1月17日起推出限时1个月的优惠。除了新上市的西柚、葡萄、芒果3款果茶热饮，还包含“轻松鸭屎香黑糖宝藏茶”和“轻松金牡丹”两款茶饮，以及“轻松美式咖啡”和“轻松拿铁咖啡”两款咖啡。其中，“轻松金牡丹”一杯售价低至9元，其余饮品价格在15元至21元之间，整体降价幅度达到5元至7元。

　　奈雪的茶方面表示，新增部分果茶热饮，将更好满足消费者冬季对热饮的需求，也在更宽的价格带中提供更丰富的产品选择。

　　喜茶方面则表示，品牌并非所谓高价茶饮，此次调价也是在自身主流价格带中的正常调整。得益于品牌势能和规模优势，以及在供应链上的不断积累和在上游的深耕，喜茶有能力在产品配方、用料和品质都不改变的前提下对部分产品的售价进行调整。

逆势降价旨在拓展顾客

　　Since the birth of HEYTEA and Nai Xue's tea, they have positioned themselves as high-end new tea drinks, and the price per capita of more than 30 yuan has also become the "ceiling" of the tea industry.

It is worth noting that the time point when the two brands announced the price reduction of some products is in the context of the rising cost pressure of raw materials, labor, transportation and other aspects of the entire tea beverage market.

　　Not long ago, Xiang Piao Piao, "the first milk tea company in China", announced that the price of main products will be increased by 2% to 8%.

Chayan Yuese also stated at the beginning of this month that due to the fact that raw materials and other costs in the market have been rising year by year in recent years, the accumulated dividends cannot cover a series of superimposed costs, and they do not want to use raw materials with lower prices and quality, so they decided to increase Prices for most milk tea products.

　　In the eyes of industry insiders, HEYTEA and Naixue's teas lowered the prices of some products at this time. On the one hand, it was to retain consumers by superimposing "cost-effectiveness" with their brand advantages, and to expand the customer base, which is becoming more and more popular with Michelle Bingcheng. At the same time, when the entire industry is generally facing cost pressures, this is also a "muscle show" move by leading brands to show their advantages in supply chain and cost control.

　　After comparing other brands of similar drinks, the reporter found that the price of some HEYTEA products after the price reduction has been equal to that of the second-tier brands.

The price of a little green tea latte and other tea latte drinks is 15 yuan, which is 2 yuan higher than that of HEYTEA's similar product, pure Lvyan light milk tea, and the single-cup size is 20 ml less; the tea in this palace is now brewed The original tea series of jasmine green tea and other drinks are priced at 15 yuan, which is 6 yuan higher than "Pure Green Tea Queen"; "Cheese and Succulent Grape" is 28 yuan a cup, which is only higher than HEYTEA's succulent grape drink with cheese. 1 yuan lower.

　　Decisive battle in the low-end consumer market

　　The tea industry has attracted countless entrants due to its low technical threshold, fast returns, and high gross profit.

However, with the expansion of the market size, the competition in the tea beverage market has become increasingly fierce.

　　According to the latest data, HEYTEA currently has nearly 900 stores nationwide, and Nai Xue’s Tea currently has 817 stores nationwide.

In contrast, Chayanyuese, which mainly focuses on the local consumer market, has nearly 300 stores in Changsha alone, and the total number of stores in Michelle Ice City, which focuses on mid-to-low-end consumption routes, has exceeded 20,000.

　　From the perspective of market share, iResearch data shows that in 2021, the market share of high-end brands (that is, the unit price is higher than 20 yuan) in my country's new tea drinks is only 14.7%.

More than 85% of the market share is dominated by brands with a unit price of less than 20 yuan.

　　中国食品产业分析师朱丹蓬表示，我国茶饮市场的竞争已经进入白热化阶段，在品牌厮杀的同时，中式新茶饮已经接近饱和状态，行业红利也在逐渐消退。“在此背景下，像喜茶、奈雪的茶这样的头部品牌也开始转变原有的战略定位，包括关注下线市场、布局中低端市场，以此拓展消费群体。”朱丹蓬谈到，依托自身的品牌效应和规模效应，头部茶饮品牌价格更加亲民，也会使其消费群体更加广泛。

　　头部品牌价格下探是否将对中端市场造成冲击？朱丹蓬认为，在能够保证品质的前提下，降价后喜茶等头部品牌对其他品牌的挤压力度确实会不断加大，“强者更强，弱者更弱的马太效应会进一步凸显。”