Can the trend of making tea around the stove continue

　　The rapid development of new consumption formats is not only due to the enhanced awareness of market innovation, but also depends on the increasing demand of contemporary young people for new consumption scenarios.

To make tea culture and trendy culture last long, we must be keenly aware of changes in trends, continuously enhance brand appeal, and create a good reputation.

　　Three or five friends, start a fire with charcoal, cook a pot of tea, roast sweet potatoes, persimmons, red dates, etc., eat while roasting, and chat while cooking. Tea brewing around the stove has become a new choice for mass consumption.

Is this new consumer favorite full of rituals a sustainable business?

　　Since November last year, the search volume for keywords such as making tea around the stove has soared.

In just a few months, making tea around the stove has become a new format that consumers love to see after escape from the secret room and script killing.

This pan-social consumption model not only improves the quality of offline consumption, but also promotes the profit growth of peripheral products and the employment of the tertiary industry.

For example, Dehua County, Quanzhou City, the country's largest production base of ceramic tea sets, saw its sales peak at the beginning of this year, driven by the trend of cooking tea around a stove.

Since December last year, the number of brick-and-mortar merchants who have added the service of "brewing tea around the stove" has increased by 326% month-on-month, and retail orders for some time-honored Chinese tea brands have increased by 82% compared to the same period in 2021.

　　The rapid development of new forms of consumption, on the one hand, benefits from the enhanced awareness of market innovation, and on the other hand, benefits from the increasing demand of contemporary young people for new consumption scenarios.

Today, young people aged 20 to 30 are the main consumer groups of new formats, and their advanced consumption concepts have also become an important force in social consumption.

The new consumption scene is like a "bonanza". With the blessing of creativity, it can continue to dig, develop new products, and enhance the stickiness with consumers. From this perspective, it is an effective stimulus to consumer demand.

　　From concept to consumption mode, it took about a year to brew tea around the stove.

Some people question whether this new consumption trend can have a long-term foothold in the tide of consumption trends and continue to be popular?

For now, the answer may be optimistic.

　　In fact, making tea around the stove is somewhat similar to the camping that has emerged before, and both effectively cater to the actual needs of consumers.

The rise of camping is affected by the epidemic, and many people find it difficult to go out for fun, so they use camping as a substitute for travel.

While making tea around the stove is based on scene innovation, highlighting the sense of atmosphere and adding social attributes, so it is popular.

From the trend point of view, both have the potential to gradually become people's consumption habits and long-term consumption scenarios. That is to say, even if consumer products continue to iterate, once people form new consumption habits, consumer products may gain lasting vitality.

　　Boiling tea is a traditional way of drinking tea in China, and it pays attention to the word "elegance".

Spending 200 yuan to eat a barbecue is completely different from spending the same price to cook tea around the stove.

In recent years, the consumption psychology of the general public has been constantly changing, and shopping has become more rational.

The cost of brewing tea around a stove is relatively low, and its tea culture scene is also well in line with the current national trend and healthy life philosophy, and it has its own social attributes, so it is very popular among the public.

　　In addition, cooking tea around the stove has allowed many consumers to find their own slow life in the fast-paced city.

It pulls people away from tedious daily affairs, experiences poetic dwelling atmosphere, and releases stress. It is a low-cost, high-quality consumption experience.

Its consumption process combines atmosphere, vision, senses, and experience, making it easy for people to obtain pleasure, thereby enhancing consumers' sense of identity with this format.

　　Some people think that brewing tea around the stove may be a long-term good business-it can establish a long-lasting brand and attract consumers of more ages through doing a good job in characteristic management.

But more people believe that only by building a good reputation can its attractiveness be further enhanced.

Scenario consumption is only a short-term "early adopter". If you want to consume for a long time, you must rely on the cultural support behind the consumer products, and cultivate users' habits with profound connotations, so as to achieve the ideal repurchase effect.

　　To make tea culture and trendy culture last long, it is necessary to be keenly aware of changes in trends and combine them with the lifestyles that young people like.

It is necessary to allow tea culture to penetrate more into people's daily life, continuously consolidate people's experience and cognition of this new consumption format, and let customers gradually develop a sense of trust in the business.

Only when customers agree with the product and the culture behind it will it be easier to promote the sale of tea, tea sets, etc.

　　Inheriting the past and creating the present, creating the contemporary vitality of tea culture, and turning the minority into the public, this is a feasible direction for making tea around the stove.

From the vulgar to the elegant, from the elegant to the vulgar, and constantly popularizing it, can we change from "tide style" to "long red".

　　Zhou Xiangzhi