Many stores have exploded! The weather is heating up, and the new tea market is heating up significantly

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The weather has turned hot, and the new tea beverage market has also ushered in the peak consumption season, and many new tea brands have burst orders in stores. The hot sales of new tea drinks have also directly driven the development of the tea industry and fruit industry. However, some experts pointed out that the development of the new tea beverage industry needs to adapt to the current diversified needs, in order to grow popular, the most important thing is to carefully operate, control the quality, and provide consumers with healthy, delicious and economical and fashionable products.

"New Hey Tea, drink it!" On May 5, Ms. Hu, a consumer in Chaoyang District, Beijing, "posted" a special picture of "FENDI Joy Yellow" delivered by takeaway in the circle of friends.

On the same day, Heytea joined hands with Italian luxury brand FENDI (FENDI) to officially launch the "FENDI Joy Yellow" special tune launched in Heytea mainland stores. The reporter interviewed at the Heytea Beijing World Trade Center store and found that since the store began to sell at 10 a.m., many users "snapped at the card", and the store's orders increased rapidly.

Online, many Heytea stores have been "busy with tea making", and a store in Beijing queued for more than 600 cups in half an hour. Some consumers said that they "swiped" and placed orders like grabbing concert tickets.

Summer is coming, and new tea consumption is ushering in the peak season. The rows of colorful new tea drinks on the counter of the new tea brand store, and the small receipts spit out by the store order machine, surging with the vitality of the consumer market.

Many new tea stores have exploded orders

Since the May Day holiday, as the weather has gradually become hotter, the new tea market has gradually heated up. "Come to the mall to watch a movie in the afternoon, plan to buy a cup of milk tea in advance, and wait for more than 90 cups to wait for online order tips..." Ms. Chen, a consumer in Xi'an, Shaanxi Province, told reporters that during this year's "May Day" holiday, Xi'an is not only full of tourists in tourist attractions, but also many new tea shops are in a state of bursting orders, and it is not easy to drink as you go.

According to statistics, during the "May Day" period, the turnover of catering enterprises increased by more than 57% year-on-year. Among them, the new tea beverage market ushered in an "explosive" recovery, and many new tea drink brands doubled their sales during this holiday, far exceeding the level of last year and even the same period in 2019. During this year's "May Day" holiday, the sales volume of many Heytea stores across the country increased by more than 500%. Nai Xue's tea sales data shows that the sales of stores nationwide during the five-day holiday exceeded 5 million yuan, with a total of nearly 600 million cups of tea sold, an increase of 120% over last year. The sales data of Chabaidao's national stores have increased greatly compared with last year, of which the sales volume of a single store has increased by more than 40 times.

In addition to the continuous explosion of orders in first-tier cities, the "May Day" travel fever has also had an obvious driving effect on consumption in third- and fourth-tier cities. Danzhou in Hainan, Quzhou in Zhejiang and Jinhua in Naixue are among the top three in the national sales growth list of tea in Naixue. Some insiders believe that new tea drinks still maintain strong growth space in third- and fourth-tier cities, and consumption potential is huge.

New tea drinks enter the supply chain track

"Recently, some new tea brands have taken the initiative to contact us and want to visit the production line, hoping to cooperate with us." Recently, Guo Guo, founder of Jiangsu Dajing Tea Co., Ltd., told reporters. Guoguo's tea company is located in Liyang, Jiangsu Province, and the high-quality tea produced here has attracted the attention of merchants from all over the country, including some new tea brands. "They are very interested in our raw materials, standardized processing technology."

Wang Chuanyou, vice president of the China Tea Circulation Association and president of the Anhui Tea Industry Association, said that medium and high-end traditional tea often pays more attention to the shape of tea, such as "one bud and one leaf", "and the demand for raw materials for new tea drinks is more about the taste and aroma of tea, which is a good consumption opportunity for some tea that is only poor in appearance." The establishment of raw material supply relationships between new tea brand companies and tea enterprises is also conducive to the comprehensive use of summer and autumn tea raw materials, expanding tea sales, and helping tea farmers increase income. ”

As the new tea drinking track moves towards the supply chain era, some areas rich in tea resources are also taking advantage of the heat of the development of new tea drinks to introduce new tea beverage enterprises from the source layout to help local industrial upgrading and transformation. Naixue's tea related person told reporters that this year's "Longjing milk tea" and "Fuding old white tea bubble tea" product sales lead, a number of data show that traditional tea has become an important factor affecting the consumption of new tea drinks, gradually becoming a new fashion.

At the same time, because new tea drinks such as Heytea insist on using high-quality raw materials such as real fruits and real raw tea to make products, the development of the fruit industry has been driven. "Niche fruits" such as yellow peel, oil orange, bayberry, and ballet frequently appear on the menu of new tea drinks, and are gradually "out of the circle" by new tea drinks.

Product and marketing need continuous innovation

"It usually takes 150ml of tea base to make a cup of milk tea, and using our capsule tea extract, it only takes 30 seconds to complete." Recently, Qin Shilei from a tea company in Huangshan, Anhui Province, brought a new tea drink product to the <>th Anhui International Tea Expo held in Hefei. This small and convenient capsule tea attracted many audiences to stop and taste.

In the new tea industry, the efficiency and stability of production have always been a "pain point". "Capsule tea is standardized at the raw material end. In the extraction stage, high-pressure extraction is used to replace manual traditional brewing, and the whole process minimizes the influence of human factors, and no matter who operates it, it can get a uniform quality. Qin Shilei told reporters that this product has been applied in many stores of a new tea brand in Shanghai.

Some insiders believe that the threshold barriers of the new tea beverage industry are not high, so it is necessary to continue to innovate in raw materials and processes and marketing, in order to continuously stimulate consumers' desire to buy and be remembered by the market.

In recent years, new tea brands have continued to make efforts in marketing. For example, on May 5, Heytea joined hands with FENDI to let consumers experience the "hand in hand" tea room and limited products with Chinese Yi characteristics in Beijing, attracting many people to check in.

In order to adapt to the changing market demand and stimulate consumers' desire to try and buy, innovative taste, category expansion, and strengthening scientific and technological research and development are becoming more competitive tracks in the new tea beverage industry. For example, in recent years, Chayan Yueshi is focusing on the layout of e-commerce platforms, and has developed many categories such as tea powder, snacks, and stationery. Michelle Ice City is also focusing on the "Snow King" IP image of Internet celebrities to create dolls, snacks, stationery and other peripheral products to attract young consumers.

"The development of the tea beverage industry needs to adapt to the current diversified needs, but in order to become popular, the most important thing is to carefully operate, control the quality, and provide consumers with healthy, delicious and economical and fashionable products." Wang Chuanyou said.

Qu Xinyue (Source: Workers' Daily)

Qu Xinyue