What will happen to bloom's new tea, which is full of eyes, full of bedding and slow growth?

As the year draws to a close, big and small festivals come one after another, and many drinks such as Thanksgiving money, Christmas money, Spring Festival money and New Year's opening money come again with people's full expectations. Among them, the tea drinks that are in the limelight are once again eye-catching. Various existing teas, such as original leaf tea, traditional milk tea, brewed milk tea, flavored tea, and new tea, all show their magical powers, which can be called "bustling and consistent". New technologies and new patterns have also brought new tea into a new era of soaring.

Looking at the development of tea market, from mom-and-pop shops to the rise of brand chains, and then to the booming internet brands, tea business is experiencing a rapid iteration in stages that can be seen by the naked eye. In just a few years, Xicha has developed from a popular online celebrity tea shop with "queuing" as a synonym to an industry benchmark big brother with high products, efficiency and consumer reputation; Naixue tea was listed on the Hong Kong Stock Exchange and became the first tea in the world. Honey Snow Ice City has become a hot spot in first-tier cities with the trend of "sweet songs" and "countryside surrounding cities" ......

According to the report, by the end of 2020, the total number of existing beverage shops in China was about 596,000, and new milk tea shops accounted for more than half, accounting for 65.5%, accounting for about 378,000. The chain rate reached 36%, which was much higher than the average chain rate of the catering industry 15%. The limelight of the new tea track should not be underestimated. But at the same time, some data show that although the market of new tea is very good at present, in the next two to three years, the growth rate of new tea will gradually slow down due to competition, talents, management and other issues, and the growth rate will be adjusted from the average of 23.75% since 20 18 to 15%.

How to sail in the wind and jump in the waves instead of being squeezed out of the stadium in the "extra excitement" and "challenge" is a subject that every new tea drinker must face.

Paying attention to the customer's consumption experience leads to the increase of operating costs, the easy imitation of formula production technology makes the product homogeneity serious, and the unclear industry norms make the product quality uneven ... The problems brought by development can not be ignored. How to better bring forth the old and bring forth the new, and keep fresh vitality, the brand of new tea has its own countermeasures-to seize the fickle heart of this generation of consumers, it is better to keep up with and lead the trend in consumers' hearts-new tea, and "novelty" is the key.

In terms of ingredients and tastes, besides the familiar fresh milk, cheese, fruits, grains, nuts and cassava, more ingredients are being widely used. New small materials and new ingredients are constantly being excavated. The addition of various probiotics, prebiotics and collagen peptides endows drinks with "functional attributes", and CoCo can be used as the "explosive bacteria" of Yakult and Milk Snow Tea. Taste, milk cover, fruit cover, ice cream cover and other patterns are increasingly diverse; In taste, carbon dioxide bubbles and nitrogen bubbles emerge one after another; The addition of alcoholic and non-alcoholic beverages such as liquor and cocktails also makes the products more and more popular.

For example, thick milk can effectively enhance the aroma of tea and coffee, make the taste of tea more melodious and the aroma of coffee longer. Cezanne Dairy, the pioneer of thick dairy products, seized the opportunity to apply molecular membrane technology, which plays a key role in aerospace, biotechnology and other fields, to dairy products, and created a new category of "thick milk". Cezanne and "simple application of ingredients" are essentially different. Cezanne logically disassembled milk through four-layer membrane separation, and finely adjusted the composition of milk, thus improving the thickness and freshness of milk. Therefore, personalized Cezanne concentrated milk, Cezanne ice cream and sour concentrated milk are very suitable for tea and coffee series products, while 0 lactose light milk solves the problem of lactose intolerant people.

From a seasonal point of view, this summer, after studying 74 new products launched by 12 brands, the Monthly Product Report of Drinking Power found that summer fruit drinks without dairy products exceeded 80% of the total number of new products. On the basis of fruit tea, the number of products added with cheese, ice cream, cream gyro, yogurt and foam combination decreased in turn-while cheese, ice cream and cream were highly praised, and there was huge room for improvement of yogurt and foam combination products.

Still taking Cezanne Dairy as an example, after specializing in protein powder, whipped cream and the black technology thick milk series mentioned above, Cezanne Dairy has been innovating, taking the market as the center and launching a series of foamed milk and fermented milk products suitable for catering channels. Relying on the mature consumer market of bubble and lactic acid bacteria drinks, Cezanne's series of bubble milk and fermented milk products take raw milk as raw materials, which not only satisfies consumers' pursuit of beverage flavor, but also has "health attributes".

Specifically, Cezanne fermented milk is fermented with five probiotics in the golden ratio, and 0 calorie erythritol is used instead of sucrose, which meets the direct demand of modern young people for "light body and light face" and can be used to make buttermilk tea, yogurt milk cover, yogurt smoothies, yogurt ice cream, yogurt cakes and other products.

Cezanne bubble milk is composed of "bubble+milk +6 kinds of lactic acid bacteria", which is a kind of lactic acid bacteria bubble milk drink with unique flavor. The alcohol content is 0.26%-0.3%, which is far lower than the national alcohol content labeling standard of 0.5%. Consumers can not only enjoy the delicious bubble milk, but also bring B vitamins and rich trace elements through yeast fermentation. It can not only be drunk directly, but also be used as the base material of various drinks.

Nowadays, ready-made drinks are showing a new trend. Many merchants and brands have changed the previous pre-packaging form and started to go deep into the catering market, hoping to open up a world. Diners' drinks on the table are no longer just carbonated, soy milk and soda water. Fresh milk tea, fruit tea, yogurt and even smoothies have begun to capture consumers' taste buds and win their hearts. In terms of categories, it is no longer limited to traditional formulas, and more innovative mixed drinks have begun to emerge.

Addition, subtraction, multiplication and division contain great vision and ability. It is not difficult to grasp the essence. In the coming year of 2022, it is worth looking forward to how "meal+drink" will be innovated.

KOMEI ABO Exhibition Group is the founder, organizer and responsible subject of previous SIALChina China International Food and Beverage Exhibition (referred to as "China Food Exhibition" or SIALChina). Beijing Aiboxia Exhibition Co., Ltd., a subsidiary of Gaomei Aibo, was the sole organizer of the last SIALChina China Food Exhibition. In 2022, SIAL International Food Exhibition (Shanghai) will be co-sponsored by China Business Federation, France Gaomei Aibo Exhibition Group and Beijing Aiboxia Exhibition Co., Ltd.

SIAL International Food Exhibition (Shanghai), one of the three major food exhibitions in the world, will be held in Shanghai New International Expo Center (Pudong) on May1August-20, 2022. The exhibition area is expected to reach 65,438+080,000 square meters, attracting 4,500+companies from all over the world and more than 65,438+050,000 professionals from all over the world to attend the food professional event held by SIAL.