How to evaluate the current marketing model of new tea industry?

Analysis of the portrait of new tea consumers

According to the data of Meituan, the post-90s generation is the "main force" of consumption in the new tea market, with consumers accounting for 50.96% in 2022. 00 is another "fresh force" in the new tea market, and it is the only age group that has grown for three consecutive years. The proportion of consumption increased from 9.6% in 2020 to 13.42% in 2022.

From the perspective of the ratio of men to women, women's consumption of new tea products is generally higher than that of men, and the proportion of women will reach 65.09% in 2022.

Note: The data in the above figure are 2020, 202 1 and 2022 from the inner ring to the outer ring.

Category preference of new tea consumers

According to a survey conducted by the National Business Daily and Chen Hui Co., Ltd. on "Generation Z" new tea consumers (born between 1995 and 20 10), 30.5% of the respondents listed fruit tea as their favorite tea. Followed by milk tea, accounting for 27.6%; Milk tea ranked third, accounting for 16.4%.

Price range and frequency of new tea consumption

The survey results show that more than half (54.9%) of the respondents most often consume new tea with the unit price range of 1 1 yuan -20 yuan, which belongs to the mid-range tea brand. Followed by 10 yuan brand, with 22.2% of respondents choosing. It can be seen that low-end products are still the mainstream consumption of young people.

In terms of consumption frequency, about 33.3% of the respondents consume new tea 1-2 times a month, and 26.8% of the respondents drink new tea 3-4 times a month.

The above data comes from the Analysis Report on Market Foresight and Investment Strategic Planning of China New Tea Industry by Forward-looking Industry Research Institute.