China Food

Is young people in small town the destination of tea lovers?

“  

if you still regard milk tea as just a fashionable consumer product, it’s a big mistake. In the world of young people, milk tea is a kind of social currency, which is necessary for shopping. This directly gave birth to a hundred billion level market, and tea has become a classic footnote of the new consumption trend.
 ”

I don’t know when milk tea has become the center of young people’s life and topic.
 
In the Douban milk tea group, 80650 “tasting masters” discussed everything about milk tea in the group. Some were Amway’s new products, some prevented others from stepping on thunder, and some people who ran away from the chain milk tea shop claimed that they knew the secret of the industry.
 
If you still regard milk tea as just a fashionable consumer product, it’s a big mistake. As a starting point, people sit around to evaluate the taste of milk tea and take self portraits with their hands. It has long been a necessary tool for young people to socialize and shop.

In their world, milk tea is a social currency.

 
Young people’s love and even fanaticism for milk tea directly gave birth to a tea market worth 100 billion yuan. There are hundreds of thousands of instant tea shops all over the country. Entrepreneurs are flocking to them, and capital is voting with their feet. Milk tea market has become a quack. Especially when the track is crowded, the threshold of industry access is low, and there is no so-called core technology, the players begin to “fight hand to hand”.

 
Heicha and Naixue’s tea founders once fought with each other in the circle of friends about “plagiarism”. It’s also because of plagiarism that online black tea drinkers and tea lovers face each other in court. As a regional brand of Changsha, chayanyuese is famous all over the country for its queuing effect. Recently, “Cha Yan Yuese won, Cha Yan guanse got 1.7 million compensation” quickly climbed the microblog hot search.

 
Apart from the hustle and bustle, many people may ignore the essence and underlying logic of business.

 
As a consumer goods, milk tea is more suitable for sinking market business in essence, and young people’s loyalty to the brand is not as strong as entrepreneurs expected. On the way to please young people, new tea products, like Internet products, are faced with the dilemma of being unable to find the north and lacking a sense of security.

When milk tea becomes a must in young people’s life

Xiao Song, who just came to the new company, built up in his heart for a long time, and finally summoned up the courage to ask his sister next to him: “a starting point of milk tea?” The latter did not refuse, so Xiao Song made his first friend in the new company.

 
In fact, the milk tea shop is only one street away from her new company, and the round trip is no more than 10 minutes. But what Xiao Song wants is a “dinner party” effect. From placing an order to delivering it to discussing the taste of each other’s milk tea, she and her new colleagues get to know each other like this.

 
Here, milk tea is no longer a drink, but a social hard currency.

 
As a favorite in the workplace, milk tea has a wide range of applications: you buy me breakfast, I buy you milk tea, you help me print, I buy you milk tea, if you are in a bad mood today, you need to help a cup of milk tea.

 
In addition to emotional connection, caffeinated milk tea has also become a refreshing tool for workers in the workplace. According to meituan’s “meituan take out milk tea really fragrant consumption report” released in 2019, 1-3 PM is the peak time of milk tea orders. This time is also the most drowsy time for migrant workers. They need a cup of cold milk tea to drive them away.

 
It is worth mentioning that the broad sense of milk tea has long been not only refers to pearl milk tea, fruit tea, milk cap, smoothie mixed juice are collectively referred to as milk tea.

 
Milk tea social is not limited to the workplace, because of the relatively friendly price, rich taste, and outstanding appearance, milk tea is also a standard for dating and dinner.

 
More than 80% of consumers buy milk tea at least once a week, according to the white paper on 2020 new tea drinks released by Naixue tea and cbnddata. The most favorite consumption scenes of the post-90s are lovers’ parties, girlfriends’ parties and office afternoon tea, all of which account for more than 40%.

 
Girls’ parties often start and end like this: we go shopping together. When we are tired, we go to the drink shop to buy a cup of milk tea, then take pictures with milk tea, and finally find a restaurant to eat. The real attention economy also often starts after dinner. On the way back, girls repair their photos, put them on social networking sites, and wait for their likes.

 
With the rise of new tea, buying milk tea has become a new entertainment for young people. According to the research results of machimang Research Institute, 20% of consumers buy milk tea to “punch in the online red shop or try fresh taste”. Another 4% just want to bask in their circle of friends.

 
Obviously, milk tea is becoming a way of life, and this way of life is no longer unique to girls. According to the white paper mentioned above, more and more boys are drinking milk tea. In 2020, the proportion of men and women in milk tea consumption will increase from 3:7 to 4:6.

 
In other words, milk tea is likely to surpass its predecessors in social circles – cigarettes and games, and become a sharp tool for unifying men’s and women’s social interaction.

 
Young people’s love and purchasing power of milk tea directly gave birth to a tea market worth 100 billion yuan. Entrepreneurs and capital swarmed into the tea circuit. Up to now, both Xicha and Naixue tea have experienced multiple rounds of financing. Among them, Naixue’s tea, valued at US $2 billion, has submitted a prospectus and is expected to become the first share of the new tea.

The essence is the business of sinking market

Milk tea rose in Taiwan in the 1980s and was introduced to the mainland at the end of the 20th century. A little bit of coco, which we are familiar with, are milk tea brands from Taiwan.

 

Over the past 20 years, milk tea has gone through three historical stages, namely, the powder stage represented by fragrance, the street stage represented by Yidian and coco, and the new Chinese tea drinking stage represented by Xicha and Naixue since 2015.

 
According to the consulting data of Zhuoshi, the scale of the current tea market in 2020 will be 113.6 billion yuan, and they will divide the market into three levels according to the average price of products. Those with an average unit price of more than 20 yuan are regarded as high-end tea drinks, those with an average unit price of 10-20 yuan are middle end tea drinks, and those with an average unit price of less than 10 yuan are low-end tea drinks. The market share of these three kinds of tea drinks is 19.2%, 48.7% and 31.8% respectively.

 
That is to say, the total market share of high-end tea is less than one fifth, and the broader market is occupied by middle and low-end products. It can also be understood that in order to protect the brand benefits, most high-end tea drinks adopt the direct marketing mode, and the cost of opening a shop is relatively high, so the pace of opening a shop is relatively slow. Most of the middle and low-end brands adopt the franchise mode and rely on the advantages of the industrial chain to expand rapidly and achieve scale benefits.

 
Take miyue ice city as an example. This dessert and beverage store, which was founded in 1997, has more than 10000 offline stores nationwide, which is about 14 times of the number of Xi tea stores and 19 times of Naixue tea stores.

 
The price of the products in miyue ice city is about 3 to 10 yuan. This price has almost no consumption pressure on the student party and small city residents, so it has become a memory of many people’s school days.

 
Consumer Song told Xinmang that his first cup of milk tea when he was in college was the 3 yuan lemonade in the ice city. Now that she has gone to work, she has begun to choose Naixue and Xicha. Recalling her history of tea consumption, she summed up meaningfully: no one will always be poor students, but someone will always be poor students.

 
Highland capital in the consumer track of the injection, so that they catch the hi tea, but also did not miss the snow ice city. It is worth mentioning that Wang Xing’s Longzhu capital is also the investor of the snow ice city.

 
In a way, it’s a human business. According to the 2021 tea report released by Nestle and Ipsos, consumers are still price sensitive. The price range of single product with the largest audience is 11-25 yuan, accounting for 82%. Only 3% of the audience choose products with more than 30 yuan.

 
Moreover, the most attractive activities for consumers are also related to price. Among them, buy one get one free and half price of the second cup appeal to consumers as high as 45%, while brand culture only accounts for 30%.

 
This shows that price fragrance is the real fragrance. From another angle, that’s why the ice city can be opened to Beijing, Shanghai and Guangzhou, but the tea of Xi Cha and Naixue can hardly enter the ice city.

 
According to Naixue’s tea prospectus, from 2018 to 2020, the average sales of each order is more than 40 yuan, which is lower than people expected. After all, the price of a cup of brand domineering cheese strawberry is from 32 yuan. The price of the three best-selling products in 2020 is about 30 yuan.

 
The average price of the whole tea industry is only 13 yuan. Moreover, Naixue’s tea, which sold so expensive, still failed to make money. According to its prospectus, Naixue’s tea suffered losses of 69.729 million yuan, 39.68 million yuan and 27.513 million yuan in 2018, 2019 and the first nine months of 2020, respectively, with a cumulative loss of more than 100 million yuan“ We are likely to continue to generate significant net losses in the future “has been written into the main risk tips of its prospectus.

 
In the final analysis, milk tea as a daily consumer goods, its essence is still more suitable for sinking market business.

 
Naixue’s tea is also trying to sink. Taigai, a sub brand, has undertaken such a mission. Its average price is below 20 yuan. According to its prospectus, taigai will only account for 5.3% of the total revenue in 2020. There are only 63 stores in China. We can see the difficulty of sinking.

 
Peng Xin, the founder of Naixue’s tea, wants to be a Starbucks in the tea industry. She just started to talk about 200 square meters of space with the mall, but the other side asked her, isn’t it just selling milk tea? If you take 30 square meters, isn’t the cost pressure very low?

 
For middle and low-end brand milk tea shops, they do not need to create “third space”. It is normal for milk tea business to buy and go along the street. Small cities don’t need cafes. Similarly, small cities don’t need high-end tea shops.

What is loyalty?

All milk tea shops are for young people.

 
As of September 30, 2020, there are about 340000 ready-made tea shops in China, especially in the first tier cities. According to the report of China Merchants Securities, there are nearly 10 milk tea shops within 500 meters of shijihui area in Pudong New Area of Shanghai.

 
According to the data of public comments, the number of milk tea shops in Guangzhou, Shenzhen, Shanghai and Beijing is 10885, 15694, 19629 and 16584 respectively, and the store density is 12.8, 12.3, 65 and 51 / 10000 respectively.

 
There are too many milk tea shops for young people. What’s more, one of the characteristics of young people is that they are fickle. In their dictionary, they are more likely to taste and change.

 
《 According to the 2021 Tea Research Report, the taste of the drinks is the most important factor for young people to choose tea brands, accounting for 51%. That is to say, good taste is the key for young people to choose milk tea, and brand is not so important. After all, the main product differentiation is limited, ingredients are nothing more than mango, strawberry, cheese and so on. The name is similar, your name is domineering cheese strawberry, my name is Zhizhi strawberry.

 

This problem is not only the problem of the milk tea industry itself, especially in the catering industry where the products are easy to copy. For example, after Yuanqi forest fire, a large number of bubble water appeared in the market.

 
Looking at the whole Internet, this phenomenon is also very common. For example, aiyouteng, which has long video, Netease cloud music and QQ music, which are engaged in audio business, are faced with the situation that young people vote with their feet. Whoever owns the products that young people want, will have young people for a short time.

 
In this case, expanding the scale and seizing more market share has become a kind of moat. Therefore, both Naixue’s tea and Xicha are working in this direction.

 
In 2018, Xicha launched a go store model with an area of about 50 square meters, which is used with small programs. There is no cashier, and users need to pick up goods online and offline. This kind of store has smaller area and fewer employees than the main store, which effectively reduces the cost, and the flexibility of location also expands the scene of reaching consumers. Compared with 2019, Xicha will add 304 stores in 2020, including 102 go stores, accounting for 33.5%.

 
In order to further attract young people, Xicha launched a new sub brand xixiaocha last year, with a unit price of 10-16 yuan. The first store was opened in an underground shopping mall in Huaqiangbei. By the end of last year, xixiaocha had opened 18 stores in six cities.

 
Like tea layout line action is also very frequent. In 2020, tmall and Jingdong flagship stores will be opened successively, mainly selling products like small bottles of bubble water, bagged tea bags and surrounding products.

 
Naixue’s tea is also reaching as many young people as possible. In November last year, its new store “Naixue Pro” was officially launched in Shenzhen. Compared with the main store, the store has a smaller area, and it is no longer equipped with a baking workshop with huge labor costs. It provides prefabricated baking products in the form of a central kitchen. In order to cope with the location of office buildings and communities, coffee was introduced for drinks.

 
And Naixue Pro accounts for a large proportion in the future. According to its prospectus, Naixue Pro will account for 70% of the company’s opening plan from 2021 to 2022.

 
Peng Xin, the founder of Naixue’s tea, once told a story: at the beginning of her business, she observed a phenomenon that when people with milk tea and Starbucks enter a five-star hotel, their mentality is different. People who drink milk tea always drink it quickly, throw it away and then go in. People who take Starbucks naturally go in.

 
Peng Xin said that what he wants to do is to change people’s understanding of the category, “let us take Naixue, also can convey a sense of fashion and quality, life style is no less than Starbucks.”

 
But style is used to regulate life, not the whole life. Back to daily life, saving money is the favorite of young people this year《 According to the report on saving money for the post-90s generation of yu’ebao in 2020, the post-90s generation are just moonlight people, and their yu’ebao is 4.5 times the amount of money to be spent on average.

 
On the other hand, when Naixue’s tea and hi tea start to expand, the initial brand scarcity will be diluted, and young people will go to more niche places to seek novelty and uniqueness.

 
At the end of the day, everyone is loyal to good quality and low price. In order to attract more young people, character alone is not enough.

From May 19 to 21, 2021, the 7th f · fbic 2021 global food and beverage Innovation Conference held by foodaily daily food was successfully held in Shanghai Baohua Marriott Hotel. The conference gathered 1653 product decision makers to experience and appreciate 2400 + SKU strictly selected innovative products at home and abroad, listened to and learned 87 theme innovation sharing from 134 experts and teachers from different fields, and witnessed the announcement of the third Isee innovation award on the evening of May 19. The following is in-depth media coverage of the event:

Ma song: all enterprises will die

F · fbic2021 packaging design and consumer experience sub forum

How do Budweiser, Vitasoy and Suntory think about the future of beverage industry?

This is a “human face and animal heart” entrepreneur

F · fbic2021 comes to an end

The third Isee innovation award was announced, and the annual innovation achievements of “new food era” are all here

Read the original

Is young people in small town the destination of tea lovers?

奈雪的茶创始人彭心想做茶饮界的星巴克,她刚开始和商场谈200平米的空间,对方却反问她,不就是卖奶茶吗,拿30个平方,成本压力不是很低吗?

 

对于中低端品牌奶茶店来说,它们不需要打造“第三空间”。街边随买随走才是奶茶生意的常态。小城市不需要咖啡馆,同理,小城市也不需要高端茶饮店。

忠诚是什么?

所有奶茶店都是面向年轻人的。

 

截至2020年9月30日,中国约有34万间现制茶饮店,茶饮店在一线城市的分布尤为密集,招商证券报告显示,在上海浦东新区世纪汇地区,其500米的范围内存在接近10家奶茶店。

 

根据大众点评数据,广州、深圳、上海、北京四个一线城市的奶茶店数量分别为10885、15694、19629、16584家,门店密度分别为12.8、12.3、6.5、5.1家/万人。

 

奶茶店太多,年轻人都不够用了。何况年轻人的一大特质就是善变,他们的字典里更多是尝鲜、变化。

 

《2021年茶饮调研报告》显示,年轻人选择茶饮品牌的考虑因素排名第一的是饮品的口感口味,占比达51%。也就是说,好喝才是年轻人选择奶茶的关键,品牌并没有那么重要。毕竟各家的主打产品差异化有限,配料无非芒果、草莓、芝士等。名字也差不多,你叫霸气芝士草莓,我叫芝芝莓莓。

 

这个问题也不单是奶茶界自己的困扰,在产品容易复制的餐饮行业尤其显著。比如元气森林火了之后,市场上便有一大批气泡水出现。

 

放眼整个互联网,这种现象也很普遍,比如长视频的爱优腾、做音频生意的网易云音乐和QQ音乐,都面临着年轻人用脚投票的情况,谁拥有年轻人想要的产品,谁就短暂地拥有年轻人。

 

这种情况下,扩大规模、抢占更多的市场份额也就成了一种护城河。所以,无论是奈雪的茶,还是喜茶都在朝这个方向努力。

 

2018年,喜茶推出面积约50平方米的GO店模型,配合小程序使用,无收银员,用户需要线上下单线下取货。该类店比主力店面积更小,员工也更少,有效降低了成本,选址的灵活性也扩大了抵达消费者的场景。相比2019年,喜茶2020年新增店铺304家,其中GO店新增102家,占比33.5%。

 

为了进一步笼络年轻人,喜茶在去年还推出新的子品牌喜小茶,杯单价10~16元,第一家店就开在接地气的华强北的一个地下商场。截至去年年底,喜小茶一共在6个城市开了18家店。

 

喜茶布局线上的动作也很频繁。2020年,先后开通天猫和京东旗舰店,主卖喜小瓶气泡水、袋装茶包、喜茶周边等产品。

 

奈雪的茶也在尽量抵达更多的年轻人。去年11月,其新店型“奈雪PRO”在深圳正式亮相,相比主力店,该店铺面积更小,并且店内不再配备人力成本巨大的烘焙坊,以中央厨房的形式提供预制烘焙产品。为了配合选址写字楼和社区,饮品方面则推出了咖啡。

 

并且奈雪PRO在未来占比很重,其招股书披露,该公司在2021~2022年开店规划中,奈雪PRO店占比将达到70%。

 

奈雪的茶创始人彭心讲过这样一个故事:创业初期,她观察到一个现象,拿着奶茶和星巴克的人进五星级酒店时心态是不一样的,喝奶茶的人总会迅速喝完,扔了再进去,拿星巴克的人则很自然地走进去。

 

彭心说自己要做的事情就是改变大家对品类的认知,“让大家拿着奈雪,也能传递出时尚感和品质感,生活格调不输于星巴克。”

 

但格调是用来调节生活的,并不是生活的全部。回归日常生活,省钱才是这届年轻人的最爱。《2020年余额宝90后攒钱报告》显示,90后只是口头上的月光族,他们的余额宝平均是待换花呗金额的4.5倍。

 

另一方面,当奈雪的茶和喜茶开始扩张,最初的品牌稀缺性就会被稀释,年轻人便会去更小众的地方寻求新鲜感和独特性。

 

说到底,所有人都忠于物美价廉。新茶饮要想吸引更多的年轻人,光靠品格是不够的。

者:黄小芳;来源:新芒daybreak(ID:new-daybreak),转载已获得授权。
加入社群:Cherry(微信:15240428449);
商务合作:Amy(微信:13701559246)。

FBIC 2021



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