Recently, new tea is very popular. I wonder what this is about.

Hello, an article published by WeChat official account in spoon class is very detailed about this. I'll share with you

three glasses of wine and a pot of tea. China has a long history of tea culture, and its tea production has been ranked first in the world for many years in the 21st century, accounting for over 2% in 16 years. However, the consumption of tea in China is far lower than that in Turkey, Ireland and other countries, and the per capita consumption is only one sixth of that in Turkey.

how to make young people fall in love with China tea? New tea practitioners are eager to try. So what exactly is new tea? Is the new tea equal to the online celebrity shops of Hi Tea and Naixue Tea? What is the underlying logic of new tea?

With these problems, I have frequently contacted some new tea practitioners and investors in the last two months, and also visited many stores on the spot, which just happened to give me a chance to raise funds for a new tea brand. Before the Spring Festival, I wrote this new tea industry observation and shared my heart with you.

New people need new tea

To make young people fall in love with China tea, we must first understand our young people. What is their demand for tea?

For a long time, the four main demands that tea meets are: daily consumables, social gifts, emotional demands and investment collection. With the rapid increase of two new consumer groups, namely, the 9-year-old (post-9 s and post- s) and the affluent middle class, there are four obvious new trends in life consumption: lazy life, adolescent health preservation, online celebrity MAX and solipsism. The corresponding tea demand is also changing: easy to obtain and brew, healthy without adding, willing to share and small amount.

in addition to new crowds and new demands, the emergence of new technologies such as low-temperature supply chain, high-pressure extraction and fermenting bacteria, the popularity of new channels such as convenience stores and unmanned shelves, and the early adopters and acceptors of new categories and tastes of the new generation are also promoting the birth of new tea.

Troika and three-wheel drive of new tea

What exactly is new tea? Are new teas equal to online celebrity shops such as Hi Tea and Naixue Tea? Of course not, don't believe it, look at the capital market's efforts to the tea industry in recent years, and the new tea shop is only a part of it.

tea e-commerce and media, as "water-selling" entrepreneurs empowered by the industry, will not be discussed here for the time being. Only tea "gold-panning" entrepreneurship will lead to a larger tea market and tea beverage market than the new tea shop market. Tea, tea shops and tea drinks, as the troika of the tea market, have a total market of nearly 6 billion in 16 years, and new players have emerged.

where are these new players? I have studied it carefully, and all of them are driven by the product+brand

channel:

1. Products: category innovation and integration, such as cheese milk cover, small pot tea and fermented tea, attach importance to research and development and raw material quality, improve the taste with new technologies such as extraction, fermentation and low-temperature canning, and reduce or even eliminate the use of food additives;

2. Brand: accurate user portrait, clear brand positioning, online explosion, offline community and other multi-media means to occupy users' minds, and strive to create a brand image of brand = category;

3. Channels: actively embrace new channels such as shopping centers, online e-commerce and convenience stores, attach importance to store image design, reduce intermediate links in channels, and make products and brands reach customers more effectively.

New Tea

Tea, as the oldest and largest carriage, has formed a relatively stable consumption structure and output:

But three long-term core problems have also hindered the further development of the tea market:

1. The industry concentration is low, the total market share of the top 2 tea enterprises is less than 1%, and small workshops are everywhere, so it is difficult to achieve standardized production and efficient circulation without scale;

2. There are ten famous teas in China, but all of them are classified based on the place of origin, and few brands are remembered by consumers in the market;

3. The channels are highly dispersed and diversified, and the industry level is uneven, so it is difficult for consumers to distinguish between true and false.

If there is a crisis, it is organic. Small pot tea and Chali tea can rise rapidly in two or three years, surpassing many traditional tea enterprises that have cultivated for decades in sales and popularity, which is due to solving these pain points of users to some extent. In the final analysis, they did one thing: set a value benchmark. That is to say, by subdividing categories, we can build the first brand of categories, with standardized prices, tea grades and packaging, so that users can build trust in the brand, and buy them safely, casually and conveniently

New tea shops

New tea shops are the most exposed and concerned by everyone in the troika. Compared with traditional tea shops like Coco Coco and Gongcha, where are the new tea shops in online celebrity? Personally, it is the ability to shape the brand. Everyone is asking why they rely on several stores for such high valuations. Because there is a brand, there is a passport to the hearts and wallets of young people. Only with a brand can we get the best shop in the core business circle, and only with a brand can we have a product premium. Is it really tea that is finally sold? Probably not. Tea is just a prop for a new lifestyle.

how to build a brand? personally, these new tea shops are divided into two schools, which are product-oriented and space-oriented. In the end, they all sell time. Whoever can let young people stay as much as possible will have more opportunities to realize in the future business map.

Many people are discussing how long these online celebrity brands can live, and the "short-lived theory" is more popular. Personally, I hold different opinions. There is no doubt that young people need new social space. What props are used to make this link? It must be a special restaurant one after another. I don't think so. Tea, painting, music and games are all good props. After the material worries, the demands of the 9-year-olds for their inner world are much stronger than those of the previous generation.

Although the proportion of specialty catering in shopping centers is very high now, I think it will soon reach a critical point, and eating it every day is also very annoying! When the material is satisfied, it will definitely turn to spiritual consumption. Do not believe it. New consumption is not equal to new catering, and the evolution of tea shops is likely to be farther and farther away from catering, and all the way to retail and living space. Entrepreneurship that truly meets the needs of mainstream consumers in the future will certainly give birth to a long-term brand, but in this process, it will also be accompanied by a List of deaths.

Moreover, the brand itself is evolving. Instead of arguing about the queue of authenticity every day, it is better to study the new exploration of new tea brands.

New tea drinks

Young people's tastes are diversifying, and they need healthier drinks. Look at Google's beverage taste research. Low-sugar, non-additive, healthy horror tea, matcha, ginger tea and other categories are increasingly favored by European and American consumers.

In Japan, which is closer to our eating habits, the beverage market has also completed the transformation from palatability to convenience and then to functionality. Carbonated drinks have lost their popularity and functional tea drinks have become popular. Coca-Cola, Nestle, ito en, Suntory and other traditional beverage giants launched functional tea drinks, and even beauty and skin care companies such as Shiseido and Kao began to intervene.

The tea beverage market in China is also evolving. On the one hand, traditional beverage oligarchs such as Nongfu Spring are actively testing new tea; on the other hand, startups such as PAPP'S and Tea Boilers find new living space by opening new categories.