The market size of new tea drinks will exceed 100 billion, what kind of business opportunities are t

The market size of the new tea drink will exceed 100 billion, which means that this new drink corresponding to milk tea has greater business opportunities, and this business opportunity depends on whether you can seize it, so to speak, it is similar to milk teaHowever, there is a difference with milk tea, and the two have a great degree of duplication in the market competition, that is to say, the customers are similar. <>

The production process of the new tea drink is more convenient and fast, because the milk tea is ordered by the customer to order a cup of milk tea, and then add some accessories, and then mix and encapsulate, this is a cup of milk tea is more focused on the taste of the milk tea itself, I ordered this cup of milk tea, I drank it after it is not delicious, this is my most intuitive experience, if it is not delicious, I will definitely not order it next time, so the production of traditional milk tea has added a lot of sugar,Some food additives are added to make this milk tea taste better. <>

The corresponding new tea drink adopts a process-based production method, which fills the fruit accessories into the cup in advance, and then blends the universal one. The beverage juice is placed in a fresh-keeping cabinet, and it can be directly doubled when needed, and this is more focused on nutrition, focusing on the appearance and taste of the like, of course, it is also considered, but its sugar content will not be as high as traditional milk tea, and it is more suitable for young people to buy a cup of milk tea or buy something delicious to take pictures and send them to Moments,This requires him to be better in terms of external appearance design. <>

This market can be said to be an emerging market, and it is of course good to be able to really do a good job, because it adds more accessories, the most prominent is the fruit, and then it focuses more on the appearance of this thing, and the nutritional content is no longer simply focused on its taste, so it is still different from traditional milk tea, if you can make this thing,Your costs can be controlled, your profits can be maintained, and you will definitely be able to realize your so-called dream of wealth freedom and wealth in the end.

Major listed companies in the ready-made tea industry:At present, the listed companies in the domestic ready-made tea industry mainly include Naixue's tea (.

The market size and concentration of the ready-made tea industry, the market size of the high-end ready-made tea industry, and the market share and concentration of the high-end ready-made tea industry.

1. The scale of the high-end ready-made tea market is growing rapidly

Before 2015, China's ready-made tea industry was in a period of chain development, and a number of national chain brands were born. From 2015 to 2019, the rapid development of new tea drinks in ready-made tea drinks, emphasizing the transformation from "fresh" to "fresh", with typical characteristics of adding fresh fruits, dairy products, burnt fairy grass and other ingredients to drinks, attaching importance to the appearance of drinks, looking good and delicious, this stage gave birth to brands including Hey Tea, Nai Xue's tea, Lele Tea and other brands, which belong to the period of chain tea consumption upgrading.

Since 2020, the tea market segment has further developed on a large scale, and the head tea brands have begun to deploy in second- and third-tier cities, moving from product innovation to product, channel, and brand resonance, and the ready-made tea industry is currently in a period of consumption upgrading.

With the improvement of China's consumer spending power, people's requirements for the taste of drinks continue to increase, and freshly made tea has a better taste and more choices than traditional tea drinks, because it is favored by consumers. At the same time, the improvement of people's food health requirements has made the new tea drinks, which focus on more high-quality tea bases and healthier ingredients, achieve corner overtaking in the short term, and China's ready-made tea market has exploded rapidly. In 2020, the scale of China's ready-made tea market will reach 113.6 billion yuan, a year-on-year increase.

In addition to selling freshly made tea, freshly made tea shops also sell other cross-selling products such as bakery products. Among them, the market for high-end ready-made tea drinks with an average price of not less than 20 yuan is growing significantly. In 2020, the total sales of high-end freshly made tea shops in China was 15.2 billion yuan (including other poorly sold products such as freshly made tea and bakery products), with a compound growth rate from 2015 to 2020.

2. The concentration of high-end ready-made tea market is high

At present, the market concentration of China's ready-made tea industry is low, and the product competition is fierce. Judging from the brand concentration of China's ready-made tea announced in Naixue's tea prospectus, in 2020, the total market share of the top 3 brands in the ready-made tea industry, and the total market share of the top 7 brands is low.

In 2020, the total market share of the top 3 brands in China's high-end ready-made tea industry, and the total market share of the top 7 brands in China's high-end ready-made tea industry is.

3. Heytea ranks first in the market share of high-end ready-made tea drinks

From the perspective of the market share of various high-end ready-made tea brands, the tea of Heytea and Naixue occupies an important position in China's high-end ready-made tea market. In 2020, among China's high-end ready-made tea brands, Heytea has the highest market share, followed by Naixue's tea market share, ranking second.

The above data refer to the Prospective Industry Research InstituteAnalysis report on the market prospect of the new tea beverage industry and investment strategic planning

The market size of new tea drinks will exceed 100 billion, and there are huge business opportunities and potentials behind it, which are as follows:

The number of consumers has reached 100 million, and the market size will exceed 100 billion yuan, and it is expected to exceed 110 billion yuan by 2021.

In the face of a market size of nearly 100 billion yuan, the competition in the tea beverage track is more intense, and if brands want to achieve rapid growth and seize traffic, they must reshape brand differentiation and lead digital transformation with new ideas and technologies.

As a service industry with high requirements for immediacy and personalization, new tea drinks have also driven the development of related industries and employment.

The management level of new tea beverage enterprises in the first chain plays a decisive role in their store expansion, innovation and profitability.

As a typical representative of the new economy that integrates traditional agriculture, manufacturing and modern service industries, the development of new tea drinks will directly drive the employment of 1.6 million people in the upstream of the industrial chain and indirectly promote the employment of more than 80 million people.

Nowadays, young people are very fond of drinking tea, and there will be great business opportunities if the market is developed in this area.

I think we can try to meet the needs of some young people, and the demand is very high.

You can learn from opening a store. The gross profit margin is more than 60%, which is a business that can be played with light investment.

<>1. Chain stores of new tea drinks are constantly opened, and the number of stores is huge. The successive listed enterprises can reflect the continuous innovation and development process of China's tea industry. The size of retail sales has grown, about 24%.

For example, Mixue Bingcheng adopts a direct chain method, and the number of stores has increased to 22,276. The development of the industry is particularly rapid, and the new tea drink is improved and innovated on the basis of the original traditional tea drink. Fruits, fresh milk and raw materials are commonly used as auxiliary materials.

The brand model focuses on a combination of online and offline forms. The new tea drink is touted by the general public, in large part because of the expansion of the market size, but also because the tea industry is more suitable for the habits of young people.

2. The new tea model mainly includes two forms of direct sales and franchise, for the franchise brand, many of them pay attention to the marketing method of the brand, pay more attention to the benefits of the brand, and the expansion of the store also has higher requirements for the company's cash flow, after the expansion slows down, the low-end diesel will also be rapidly developed. Franchise stores are mainly not conducive to ensuring the quality of service, and the current new tea drink is mainly based on the direct sales model. The consumption power of Chinese people is also constantly increasing and improving, so it supports the wider expansion of new tea drinking models.

In the future, the new tea drink model will also take on the form of online and offline, mainly in the form of takeaway to occupy more ingredients. Compared with traditional tea, its sales resilience is undoubtedly better. While reducing costs and increasing efficiency in the standard digital form, it can better expand brand services.

There is a close relationship between the new type of tea and the eating habits of young people, and different positioning groups will inevitably attract different consumer groups. While laying out the industrial chain and entering the mass market, the diversification of tea products will also bring more benefits to consumers.

Regional competition in new tea stores

Meituan data shows that in 2022, the proportion of new tea stores in Guangdong Province will be significantly higher than that in other regions, reaching; It is followed by Jiangsu, Guangxi and Zhejiang, accounting for41%。

From the perspective of cities, Guangzhou and Shenzhen are among the top two cities in terms of the number of stores and orders, with Shanghai ranking third in terms of the number of stores and Wuhan ranking third in terms of orders.

From the perspective of urban lines, with the saturation of the market in first-tier cities, more and more new tea brands have basically completed their layout in third- and fourth-tier cities, and the market tends to be "mature" and will further develop the sinking market. According to Meituan data, the order volume of tea drinks is currently mainly concentrated in the new first-tier market, but the proportion of orders in the sinking market has increased from 2020 to 2022, becoming the only market that has seen an increase in order volume for three consecutive years.

Analysis of the development of the new tea beverage market in some regions

Consumer groups and brand preferences in different cities will vary depending on regional characteristics and brand regional layout. According to Meituan data, 55% of the post-90s new tea consumers in Guangzhou account for all age groups, and the brand with the largest market order volume is Mixue Bingcheng.

Meituan data shows that in Shanghai, the post-90s generation is still the main consumer force in the new tea drink market, accounting for 46%, but the consumption power of the post-80s generation should not be underestimated (accounting for about 34%), while the consumption proportion of the post-70s and post-00s is very close, divided into and, it can be seen that in Shanghai, the acceptance of new tea drinks by older age groups is relatively high. In addition, the brand with the highest order volume in Shanghai in 2022 is 7 Fentian, and Mixue Bingcheng ranks eighth.

The prospects for the development of the industry are very good, but the competition is also fierce.

The development prospects are very good, this is very popular in China, and the market is very large.

The new tea industry is showing a trend of online, standardization, and digitalization, and the continuous improvement of regular takeaway has good sales prospects.

Summary. 2. There are fast-growing players in the high-end, mid-end and mass markets, and various markets have different characteristics: in the high-end market, Heytea and Naixue pay more attention to building brands, which are developing rapidly and continue to occupy a larger market share; In the mid-end market, traditional players Coco and a little bit of market share once led, but many emerging players (such as Tea and Beauty, Ancient Tea, etc.) are developing rapidly and continuously increasing their market share through product innovation and upgrading and brand building; The overall growth of the mass market is lower than that of the mid-to-high-end market, and the market players generally have poor management capabilities, but the leading companies that have run out, Mixue Bingcheng, continue to win more market share.

2. There are fast-growing players in the high-end, mid-end and mass markets, and various markets have different characteristics: in the high-end market, Heytea and Naixue pay more attention to building brands, which are developing rapidly and continue to occupy a larger market share; In the mid-end market, traditional players Coco and a little bit of market share once led, but many emerging players (such as Tea and Beauty, Ancient Tea, etc.) are developing rapidly and continuously increasing their market share through product innovation and upgrading and brand building; The overall growth of the mass market is low, and the market players generally have poor management capabilities, but there are leading companies that have run out, and Hengxue Bingcheng continues to win more market share.

3. The growth drivers of mid-market brands are mainly (1) the substitution of traditional mass markets; (2) Replacement of high-end market products, that is, using products similar to high-end tea drinks to bring consumers a high-quality product experience. Coco and a little bit of stupidity are traditional players in the mid-market market, with a high market share and relatively stable development, with a market share of % in 2019, respectively. In recent years, mid-range emerging brands such as Gu Ming, Shuyi, and Chayan Yuese have emerged, rapidly increasing their market share.

Gu Ming mainly sells high-quality milk tea and fruit tea in third- and fourth-tier coastal cities, and has achieved rapid growth; The book also started in Chengdu, with burning fairy grass as its main product; Tea and color are not lead, accompanied by the Chinese style route, concentrated areas to open stores intensively, and there are many ideas in the products.

China's new tea industry continues to grow and is now an important part of many young people's lives.

The consumer market is dominated by 16 to 25-year-old consumer groups, accounting for about the same amount, and the trend of drinks is at the right time.

With the development of the market, diversified social scenarios have become a major trend in the tea beverage category, and in response to the evolving market demand, trendy and energetic products will become the outlet of the beverage market.

Consumer group With the younger catering market, the new middle class, mainly the post-8090s, has officially become the main force of dining out consumption. Whether you are a student or a working person, in the busy city life, you need to replenish your life energy with fashionable drinks and cope with heavy stress.

In the face of the increasingly mature tea market, conformity is no longer the consumption trend of consumers, with the development of consumption concepts, consumers are willing to pay for diversified demands.

At the same time, because there is no fixed cultural matrix celebration of new tea drinks, consumers have a high acceptance of new categories in the market. It's time to offer a wide range of energy drinks to consumers.

Consumer Appeal 01 The single market is highly saturated.

For the new tea beverage category, with the development of the market for many years, the single tea drink market is seriously converging, and the compound new tea drink is moving forward;

02 The rise of young consumption power.

The main component of the existing tea beverage category is the post-youth consumer group, which is in line with the consumption scenario of young people and creating a young beverage trend is the breakthrough direction of new tea drinks;

03 Small sleepiness and fatigue become a daily routine.

For the target consumer group, with social pressures such as work and emotion, small hardship and lack have become the norm of life, and the functional demand for leisure drinks is clear;

Leopard"It's always different. Harbour emphasizes that the product should be there"Leopard"The product advocates that the new tea drink is compounded with energy, which is in line with the consumption orientation of consumers and drinks "leopard.""Fashionable drink market.

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