Urban petty bourgeoisie or trendy pleasure?
The herbal tea market broke out
In recent years, the herbal tea market has exploded. The main "circle fan" women and young people aged 18 to 24 can be subdivided into: urban petty bourgeoisie, trendy party, small town exquisite party, and value seeker.
However, there are many kinds of herbal teas, but the repurchase rate is not enough. If the brand wants to "solid powder", it needs to work hard.
The "Insight Report on the Herbal Tea Market" released by TMIC Dark Horse Factory & iResearch shows that from September 2020 to August 2021, the growth rate of the herbal tea market is about twice that of the major category of tea.
The increase in turnover was mainly due to the increase in the number of purchasers, but the main purchases were small packages of trial models with lower unit prices, and the repurchase rate was low, resulting in category penetration rates far greater than the increase in turnover, indicating that further improvements are needed in the future Continue to explore sustainable consumption.
The price range with the highest proportion of herbal tea turnover is between RMB 11 and RMB 75, accounting for 65% of the overall market.
The growth rate of turnover was the highest in the range of 236 yuan to 268 yuan.
First-tier and second-tier cities, highly educated, high-income, and mid-to-high purchasing power are the significant attributes of herbal tea consumers, which can be subdivided into four categories: urban petty bourgeoisie, trendy party, small town exquisite party, and value seeker.
Different groups of people also have different needs for tea.
Among them, the urban petty bourgeoisie are mainly women, ranging in age from 25 to 44. They live in first-tier cities, have high education, high income and high purchasing power. What is interesting is that they have the habit of "chopping hands before going to bed" every night. Before going to bed, I swiped the shopping software in my mobile phone and the live broadcast room with the goods, and placed an order without knowing it.
And drinking tea is a way for them to delight themselves and pursue the quality of life.
For herbal teas, they need not only novel experiences, but also health care and light body, hoping to enjoy the fun of rich flavors while maintaining a perfect body.
70% of women in the trend enjoyment party, men account for 30%.
The age group ranges from 18 to 24. They go to school in the first, second and third tier cities. Although the purchasing power is not strong, they are not to be missed for cheap and good things and big promotions. It is a heavy late-night shopping party.
As a fan of fun and fun, of course, you have to become a fresh tea experience officer, which is why the wide variety of herbal teas can continue to please them.
While pursuing the taste of herbal tea, they like all kinds of joint new and fresh flavors, and they are also more price-sensitive.
The small town exquisite party is also dominated by women, aged between 25 and 49. People living in second- and third-tier cities often already have cars and houses and have a stable life. They pay attention to quality and use in shopping, and occasionally like to have a little luxury , And love to share and exchange tea-drinking experience.
They are easy to grow grass, add little fun of life through tea, enjoy the resonance with products and brands, and are happy to bring their favorite tea when they go out.
Value seekers are mainly men. This group of people are mainly 35 to 49 years old. They belong to middle-class people with medium to high purchasing power. They love technology and digital and enjoy exquisite life. They seek healthy functions and quality of life through tea drinking.
For herbal teas, they require good tea on the one hand, and health maintenance on the other hand. They pay more attention to the quality of the raw materials of herbal tea and the safety and advancement of processing technology.
The market concentration of herbal tea is relatively low, and competition among top brands is fierce.
Although the transaction index of mainstream brands has generally increased in the past year, mainly from new users of the category and users of competing products, the user repurchase rate is not high. This shows that the homogeneity of herbal tea products is serious. Although it can attract a large number of users to try new things, Can't maintain lasting attractiveness.
Chali, Lipton, Heycha, Yifutang, and Chayanyuese are star brands with high recognition, high experimentation, and high loyalty. Although Tashanji has a high trial rate and loyalty, it still needs to be further enhanced. Rate: It is worth noting that Baishuo, although the recognition rate and trial rate are low, but the loyalty is very high.
Hey Tea, Rongbaozhai, and Digiway jointly launched a limited tea gift box to find inspiration from the "Han Xizai Night Banquet", and launched a cross-temporal dialogue between traditional culture and modern trends; Bama Tea and China Aerospace Creative jointly launched a new High-quality tea pays tribute to the Chinese astronauts; tea is a new force in the United Nations Peking Opera cat, using the elements of the new era to make tea, promote traditional culture, and promote the classic national quintessence.
The connection between tea and traditional Chinese culture has a long history. The joint names with related products such as Hanfu, porcelain and embroidery are the most accepted and expected by consumers. Other joint names that can echo the Chinese regional and national characteristics and public welfare are also highly anticipated.
Hey Tea and Contabo jointly launched a straw cup, Naxue’s tea and WHIKO fan’s biological co-branded gift box, tea color, three and a half joint limited cold brew tea, flavored coffee... Among the many new co-branded products, Tea-related utensils such as tea cups are the most anticipated form of cultural creation for herbal tea lovers.
In addition, gift boxes, tableware, innovative snacks, etc. all have a high degree of attention.
Text/Reporter Chen Si