New Chinese Tea Drinks, is it a good business?

New Chinese Tea Drinks, is it a good business

Industry Overview

Definition

What is New Chinese Tea Drinks?

New Chinese Tea Drinks are Chinese restricted tea drinks made with ingredients such as tea, fresh milk, and fresh fruits, combined with more diverse tea bases and toppings. In addition to new ingredients, new flavors, the new Chinese tea drinks "new" is also reflected in the new technology, new groups, new cultural dissemination and so on.

Market Size

The market size of new Chinese tea drinks reached 99.61 billion yuan in 2021, with the number of consumers reaching 365 million. Its market size is expected to reach 144.636 billion yuan in 2023.

Good development

Policy factors: the state to support the development of new tea drinks, the new Chinese tea drinks to ride the wind

Central issued the "13th Five-Year Plan for the Development of New Tea Drinks Industry", clearly requires that by 2020, the new tea drinks industry should be developed to a new level.

Economic factors: capital favorable to the field of new Chinese tea drinks, the long-term development of the industry is good

Tea drinks are still the center of attention of the capital, a number of brands in 2021 to obtain financing, the effect of attracting money is more obvious.

Social factors:The number of new Chinese training institutions is rising, the industry is expected to be professionalized and standardized

The traditional tea beverage industry has a low threshold, the lack of standards, the service process is not professional, the new Chinese training institutions to launch a series of courses to teach, to promote the development of the industry.

Technological factors:Internet, high-tech equipment, greatly improving the efficiency of product development, operation and management

The introduction of ERPOAEAP and other systems to optimize the information management of the construction process, improving the efficiency of the industry.

Development challenges

Industry awareness is not high, still need market education

New Chinese tea drinks is between the new tea drinks and traditional tea between the growth of the industry, like the tea industry, a special style, so the industry attributes are not star. Young people drink "pure tea" habit is weaker than coffee (the existing trend is good), how to guide the market to develop a new Chinese tea drinking habits, need to tea culture popularization and time to develop.

Lack of professionalism, lack of unique positioning and brand tone

Many of the new Chinese tea stores have a single product, and the way of making drinks is still stuck in the thinking of the milk tea store. Only with the Chinese style to build the brand, there is a serious problem of homogenization. Lack of brand-specific features, it is difficult to maintain sustained heat in the consumer side.

Raw tea quality is not controllable, it is difficult to balance the cost and quality

Different from the new tea drink products, the new Chinese tea drink products pay more attention to the "tea", the quality of the tea quality requirements are much higher than the general tea drink chain tea standards. Customer unit price can not reach the unit price of traditional tea products, neither the choice of thousands of dollars, but also can not accept ten dollars of ordinary tea. Hundred yuan price of tea raw materials, technology, supply, flavor quality control are difficult to guarantee.

Consumer demand

Consumption of the main

There are similarities between the new Chinese tea and coffee, to the 90-95 after the young people are mainly fashionable and trendy, dare to try new things.

Consumer psychology

Compared with the traditional milk tea, the new Chinese tea beverages fit the young people's low-fat, low-sugar, low-calorie health needs, and compared with the traditional Chinese teahouse, the new Chinese teahouse is more in line with the needs of their simple, fast modern life.

Summary

The industry is still in the growth stage, and there are very few new Chinese tea brands

The new Chinese tea market is huge, and it is an alternative to the coffee industry and the new tea drinks. There are fewer existing well-known brands. The new Chinese tea drinks will distinguish itself from the new tea drinks and ancient tea, to establish its own unique positioning, the chances of brand achievement is greater.

The rise of Chinese tea culture, the new Chinese tea drink is welcomed by the market

The new Chinese tea drink "Ancient Tea New Work", a modern way of presenting the new consumer scene, not only inherited the five thousand years of tea culture, but also to meet the dietary needs of the young people of the modern world, healthier, more pure. The new tea is healthier and purer.

Industry problems are being solved one by one, showing a trend of good development

New Chinese brands with the grass effect of the Internet, with exquisite products, elegant environment out of the circle, to publicize the industry and attract consumers. In terms of professionalism, there are now also many organizations to carry out systematic training.