Recently, on social media, young people frequently posted a new Internet celebrity cafe-wolfberry latte, spleen appetizer American, motherwort rose latte... the single item on the menu makes the "coffee brewed wolfberry" a joke. Really.
At the same time, "Healthy Milk Tea" has also become popular with the popular variety show. The survey shows that more than 90% of the post-90s have health awareness, and more than half of the post-90s are already on the road to health preservation.
351-year-old Tongrentang's "herbal coffee" became popular
"I hope that people in the world are free from disease, so why not let the medicine produce dust." Tongrentang was founded in 1669 (the eighth year of Emperor Kangxi of the Qing Dynasty). It has enshrined imperial medicines since 1723, and has a history of 351 years after eight emperors in 188 years. , Is the most prestigious old pharmacy in the country. However, even if Tongrentang's sign is brighter, most of the people who come and go are ill. However, this "old ancestor" of the pharmaceutical industry who has lived for three and a half centuries suddenly made a big deal, so that everyone can drink a cup of coffee that takes care of health when they are in good health.
At present, there are two stores in Beijing where you can drink “herbal coffee” from Tongrentang. One is the headquarters store in Daxing. It has three floors. The first floor has a variety of food and beverage areas, including coffee shops, meal shops, tea shops, Wineries, bakery, etc., the second floor is the physiotherapy area and the testing area, and the third floor is the diagnosis and treatment area, the adjustment area and the pharmacy; the other is the Tongrentang Zhima Health No. 1 store in Chaoyang District. The first floor contains coffee, It also provides packaged retail products such as health soup, congee, pastry bread and bird's nest. On the second floor of the store, traditional services such as registration, consultation, and medicine are still complete.
It is understood that Tongrentang "Coffee Shop" actually opened in October 2019, but since July this year, Internet celebrities and the media have taken the initiative to visit the store, and the attributes of their online celebrities' check-in locations have become more obvious, and the passenger flow has also been earlier. The year has increased exponentially.
Take the wolfberry latte as an example. During the production process, the wolfberry that nourishes the liver and kidneys is boiled to soften, and the pulp is added to the coffee. It is especially suitable for people who often stay up late. The barista understands coffee from the perspective of traditional Chinese medicine, and uses coffee that relieves wind and relieves pain with Chinese herbs such as wolfberry, tangerine peel, and cinnamon to refresh and maintain health.
Drinking milk tea with health preservation can reduce the psychological burden?
In fact, the Tongrentang family is not the only one targeting the coffee category. In 2019, Pacific Coffee and Dong Ejiao launched the "Coffee So Many Gum" series of drinks. "Ejiao Coffee" allows young people to experience a new taste of health preservation, which is in line with their love of early taste and new tricks. After this series of new products were launched in stores in 7 cities including Beijing, Shanghai, Guangzhou and Shenzhen, the sales volume of new products was more than 30% higher than that of conventional new products.
The popularity of "coffee brewed wolfberry" is actually inseparable from the preference for health preservation among young people this year. It seems that all daily favorite beverages have to be related to health preservation in order to reduce the inner burden and "guilt" of sips. In the hit variety show "Sister Riding the Wind and the Waves", the scene of Tranquility practicing dancing and drinking milk tea is on fire. After boarding the hot search, Ting Ning tweeted Amway's homemade milk tea: Cordyceps milk tea. Immediately attracted many netizens to tease: Is this the same as adding wolfberry to beer?
In fact, health-care milk tea is not uncommon. In 2019, Wanglaoji also launched two "health-care milk tea" products: "Lotus Leaf Dudu Milk Tea" and "Green Cane Crunchy Milk", focusing on solving the problem of delicious milk tea but high calories. In the same year, health-preserving teas such as royal jelly staying up late to replenish water, green juice and oily water, golden ginger milk, golden buckwheat tea, etc. were launched one after another and were welcomed by many young consumers. In addition, the meal replacement milkshake that became popular this year has become the "new favorite" of the fat-reducing crowd. Among the popular flavors, the milk tea flavor comes first, followed by the red bean flavor, leaving a trace of the process of fierce muscle gaining and self-reducing fat reduction. sweet.
The post-90s born in the "30s" join the "Healthcare Army"
Nowadays, health preservation is no longer the patent of middle-aged and elderly people. With rising hairline and constant stiffness of the cervical spine, health preservation for young people has been a hot topic in recent years. Recently, a "Report on Young People's Health Consumption Trends" released by the Business Data Center of China Business News showed that more than half of the post-90s in China suffer from hair loss, hair loss, and weakened vision. At the same time, about 40% of post-90s have obesity and exercise. In the case of declining ability, there are also 30% of the problem of declining immunity. The "post-90s" born in the "thirties" are actively joining the "health army."
Coupled with the impact of this year’s epidemic, the concept of public health is improving. Young people no longer only pay attention to food, clothing, electronics, entertainment and other aspects, but pay more attention to products related to health and wellness. According to the report, more than 90% of post-90s have health awareness, and more than half of post-90s have been on the road to health preservation.
In terms of eating, young people are increasingly showing four major trends: anytime, anywhere, fancy mix and match, four seasons to maintain health, and to eat for beauty. Compared with traditional health-preserving ingredients that need to be steamed, boiled, stewed, and boiled to eat, they prefer "ready-to-eat" nourishing nutrients. Many traditional medicine tonic brands and snack brands have launched such health products, such as the individually packaged black sesame pills launched by the time-honored Fanghuichuntang, Hu Qingyutang, Pan Gaoshou and other pharmaceutical companies; the nourishing snacks red jujube wolfberry pills launched by the snack brand Three Squirrels , Red Bean Barley Pills, etc., echo the young people's slogan "Punk Health".
At the same time, a variety of traditional health ingredients have been developed to mix and match eating methods: sesame seeds should be paired with dried fish, which is happy tonic; barley is added to juice for vitality and health; ginseng and ginger stew soup to warm the body and nourish blood; red dates are added to honey fruit tea, Nutrition and good taste. The cross-border mix and match of health-preserving ingredients brings young people a more diverse and leveled eating experience.
Our reporter Chen Si