last year, a small number of fruits, citrus oleifera and yellow peel, made great achievements in the new tea industry, but this year, guava and Rosa roxburghii are coming again.
Perhaps because of the remarkable achievements of the minority fruit oil Citrus and yellow skin last year, as soon as 2022 began, major tea brands began to start first and compete to launch minority fruit drinks.
In January 2022, aunt Hushang launched three kinds of Rosa roxburghii drinks: Rosa roxburghii’s vitamin C emperor, Rosa roxburghii’s refueling orange and Rosa roxburghii’s duck excrement fragrance. Rosa roxburghii’s unique taste matches with lemon, oil Mandarin and other fruits, which opened the prelude to the application of minority fruits in 2022.
Rosa roxburghii, a wild fruit from Dashan, Guizhou, has entered the vision of new tea consumers for the first time.
In February, two kinds of Rosa roxburghii drinks including “Rosa roxburghii Tratt lemon pomelo” were added to the book. Fresh Rosa roxburghii Tratt juice was used with jasmine green tea.
Before the freshness of Rosa roxburghii faded, guava began to play again. In February, Xi tea launched two guava drinks, “full bottle of guava Portuguese” and “full bottle of guava Yakult”. Then, Lele tea added three new guava drinks. On March 25, Naixue’s tea official announced a new product – “domineering crisp mang guava”, which was launched in offline stores one after another. A few days later, it launched “guava duck excrement fragrant jade oil Mandarin”, focusing on the taste of “soft fragrance and sweet return”.
Guava and Rosa roxburghii seem to have become a small group of fruits that tea brands place high hopes on this year. Can they reproduce the scenery of oil Citrus and yellow peel last year?
△ picture source: official official account of Naixue’s tea
It has been almost a year since the last sales heat wave caused by niche fruits, and many things have taken place in the field of “changing with each passing day” – two major brands, Xi tea and Naixue, have announced comprehensive price cuts one after another, and LeLe tea has withdrawn from the South China market
On the one hand, the fierce competition between enterprises and the reality is intensified; On the other hand, the demand for drinks tends to be low-cost and high-quality, and the product R & D returns to the general trend of fundamentals.
In this context, can a small number of fruits set off a wave again and lead the new tea into a new spring? Listen and observe carefully.
Can a small number of fruits come out of the circle?
After the launch of Rosa roxburghii and guava related tea products, many tea brands have also launched such products, especially guava. In addition to Xi tea, Naixue tea and LeLe tea, chabaidao, Fu Xiaotao, a’yi handmade and other brands have also launched a variety of Gua tea drinks. Even coffee brands have launched Gua special in offline stores for three and a half meals. Can they reproduce the brilliance of last year’s oil Mandarin and yellow peel?
To know the answer to this question, the observer believes that first of all, we need to find out why oil oranges and yellow peel can explode, and gain insight into the fundamental logic of the explosion of a small number of fruits.
(1) There are three secrets to explosive products
Looking back on 2021, Naixue’s tea launched “domineering jade oil Mandarin” in March, and then won the single product sales champion for many months, becoming a super pop in 2021; Xicha, Lele tea, coco, guiyuanpu and other brands have followed up with oil Citrus related products, setting off a trend of oil Citrus in the tea circle. Oil Mandarin once became a star in the tea industry.
The story of Huangpi is roughly similar. On June 30, 2021, Xicha launched new yellow skin related products. Within almost a week, yihetang and LeLe tea followed up one after another. The red road of yellow skin was officially opened.
△ picture source: Naixue’s official microblog of tea
In the past year, there were a lot of analysis articles on why oil Citrus and yellow peel were popular. In summary, you can see that they mainly point to three factors:
First, this kind of fruit itself has differentiated memory points. For example, the taste of oil Citrus is sour and astringent, but it returns to sweet obviously. Naixue describes it as “slightly astringent in 3 seconds and sweet in 5 seconds”, which breaks through the inherent cognition of sour and sweet taste of fruit tea and gives consumers a sense of freshness and surprise.
Industry R & D insiders pointed out that sour and astringent fruits are actually better used for tea, because the sweeter they are, the better the taste of the fruit itself. No matter what they do, they are reducing the taste. On the contrary, sour and astringent fruits have relatively large operational space.
From this point of view, the explosion of oil Mandarin and yellow peel has contributed to the research and development of the brand. Before being excavated, oil oranges are not often used to extract juice, but are often used to pickle, make tea and wine. Because oil Citrus is rich in polyphenols, it will produce astringent feeling in the mouth. Even if it will return to sweet after a few seconds, most people still can’t stand the sour feeling in the first few seconds. Even this high degree of sour will cause diarrhea.
In order to successfully promote the oil citrus juice to the market, Naixue reduced the concentration of oil Citrus to 40% and increased the sweetness to neutralize the sour taste. The guidance of “five seconds back to sweetness” in the bottle also more intuitively conveys the taste characteristics to consumers, so as to improve consumers’ acceptance of the slightly astringent taste.
Secondly, there is a degree of topic, which can stimulate consumers to create content together. Oil Citrus and yellow peel have some “digestive” effects. Some consumers have diarrhea after drinking, which is interpreted by netizens as “detoxification and weight loss”, which leads to the spread of the topic.
When launching the new oil Citrus, Xi tea not only highlighted the “return to sweetness”, but also further emphasized the “powerful degreasing” on the bottle of the new “wangzha oil Citrus”, so as to highlight the effect of scraping oil and relieving greasiness of the product.
△ picture source: Official microblog of Xi tea
The third is the blessing of “follow the trend effect”. These two niche fruits were first launched by the head brand, followed by a group of brands. Although following the trend imitation is a chronic disease of the new tea market, it has played a boosting effect of “adding fire” in the matter of niche fruit out of the circle. The more popular the ingredients are, the more brands follow up. Why not?
The hot topic and the prediction of the market are not very good. However, for new tea brands, the path of making explosive products is relatively fixed. According to an interview with Peng Xin, the founder of Naixue’s tea, the book from connection to activation summarizes “three secrets hidden behind explosive products”:
First, with the help of digital means, timely and accurately capture consumer emotions and quickly carry out product iteration; Second, polish and test the product end to find the best taste; Third, take new products as the starting point and interact with consumers in combination with marketing and services to stimulate consumers to produce more content, so as to improve the brand voice.
It can be seen that whether the product itself is high-quality and delicious and whether the brand can stimulate users to create content together are the core essence of whether the minority fruit tea can become popular.
(2) Explosives are difficult to copy
After knowing the password for the popularity of a small number of fruits, we might as well take a look at whether guava and Rosa roxburghii, which have been bet by tea brands this year, can replicate the popularity of citrus and yellow peel last year.
Today, Xiaohong books are searched with the keywords “Xi Cha Gua”, “Naixue Gua”, “Le Le Le Cha Gua”, “aunt Rosa roxburghii” and “Shu Yi Shao Xiancao Rosa roxburghii”. As of the date of publication, the corresponding number of notes are 3200 +, 1700 +, 200 +, 1000 + and 1900 + respectively.
With “Naixue oil Mandarin” as the keyword, more than 9100 notes can be found. Although guava and Rosa roxburghii related products have been on the market for a relatively short time, their product momentum is obviously dwarfed by the “domineering jade oil Mandarin” that detonated the market once it was on the market last year.
Is it because guava and Rosa roxburghii don’t sell as well as mandarin oranges? Let’s take a look.
Guava, also known as guava and chicken excrement fruit, is a tropical fruit, which is cultivated in Taiwan, Fujian, Hainan, Guangdong, Guangxi and other provinces in China. Guava skin is green, and the pulp is divided into red heart and white heart. White heart guava has high hardness and tastes crispy and sour; The aroma of red heart guava is stronger than that of white heart. It has more juice and is sweeter and softer. After cutting, it looks a little like watermelon.
△ picture source: official official account of Naixue’s tea
At present, red heart guava is used in Xi tea, Naixue tea and LeLe tea. Guava has the characteristics of high vitamin C and low calories, so it is often called “goddess fruit”. Moreover, guava’s popularity and popularity on the consumer side are also higher than that of Yougan. There are 80000 + Notes on “guava” in Xiaohong book, while Yougan has only 30000 + notes since becoming famous last year.
△ picture source: screenshot of Baidu Index of guava
At the same time, the Baidu search index of guava has risen significantly recently, rising from about 2000 points to nearly 5000 points after February 10.
However, the current guava beverage launched by tea brands seems to be less hot than last year’s oil Citrus beverage. For example, Naixue launched a new “guava duck excrement fragrant jade oil Mandarin” on the 30th. With “Naixue duck excrement fragrant jade oil Mandarin” as the keyword, there are 6900 + Notes in Xiaohong book, and only 300 + notes with “guava”. It can be seen that in this new product, guava may be regarded as a supporting role by consumers.
From the selling point of view, guava taste is characterized by soft and sweet fragrance. Consumers’ comments on new guava products are mostly focused on “high pink appearance, strong aroma and refreshing taste”. These three points may not be particularly different – “pink” is not the exclusive color of guava, and other fruits may also have the characteristics of refreshing taste.
For the application of guava, Xi tea is used to match with grapes and Yakult, while Le tea is used to match with strawberries / peaches / perfume lemons. Naixue initially promoted guava + duck dung flavor + crispy awn, and later promoted guava + duck dung tea + jade Mandarin. From the current market performance, it is obvious that the latter matching effect of Naixue is better, because it is also the main product of the brand. Therefore, there are some views that the latter collocation can be popular, perhaps with the blessing of oil Mandarin, not all due to guava.
△ picture source: Naixue’s official microblog of tea
Let’s take another look at Rosa roxburghii. It’s spherical, with dense thorns on the outside, and it’s yellow when it’s mature. It is native to the southwest of China, especially the Rosa roxburghii in Guizhou. In the taste, Rosa roxburghii has similar characteristics to that of oil Citrus – sour and astringent at the beginning, and then sweet again. Thanks to the promotion of Rosa roxburghii industry in Guizhou Province, Rosa roxburghii has been more and more widely used in juicing scenes and produced into prepackaged drinks for sale in recent years.
△ picture source: Official microblog of shuyishaoxiancao
Rosa roxburghii juice sells well. Relevant research shows that the vitamin C content of Rosa roxburghii is 500 times that of apple. Academician Zhong Nanshan once said that Rosa roxburghii is the highest in all fruits. In addition, the content of vitamin P in Rosa roxburghii is 120 times that of citrus and the content of superoxide dismutase SOP is 77 times that of honey. Therefore, people gave Rosa roxburghii a domineering nickname – “Three Kings holy fruit”.
Then, the tea brand makes clever use of this feature of Rosa roxburghii. For example, aunt Hushang and shuyishaoxiancao not only highlight the descriptions of “dimensional C boss” and “dimensional C ceiling” in the Rosa roxburghii beverage cup, but even aunt Hushang customized the “crown” for Rosa roxburghii beverage.
△ picture source: Aunt Hushang’s official microblog
Based on this, Rosa roxburghii’s attention has also increased sharply. Baidu index data show that the search index of Rosa roxburghii rose from about 2000 to nearly 7000 in the past six months.
△ image source: screenshot of Rosa roxburghii’s Baidu Index
It is also the king of vitamin C and has a sour and sweet taste similar to that of oil Citrus, but the feedback from the Rosa roxburghii beverage market is not enthusiastic at present. Some analysts pointed out that although the original sour and astringent Rosa roxburghii juice can achieve pleasant taste, it is faced with a dilemma – it will lose the characteristics of Rosa roxburghii without sour and astringent at all, while it is difficult to achieve the taste differentiation with oil Citrus if the sour and astringent is properly retained, so it is naturally difficult to arouse the interest of consumers like the oil citrus products launched last year.
From the analysis, it is not difficult to see that the “net red road” of guava and Rosa roxburghii is not going smoothly.
Aunt Hushang recommends new Rosa roxburghii.
△ image source: screenshot of aunt Hushang’s official microblog
Insiders pointed out that at this stage, Rosa roxburghii guava has performed very well, but it is difficult to copy the popularity of Mandarin and yellow peel last year. Oil oranges are the first to be popular with a small number of fruits. Later, these are more like the continuation of the popularity of small numbers of fruits. At present, it is difficult to surpass the previous generation of oil oranges.
Category dilemma behind minority fruit out of the circle
In addition to the technical problems of product and marketing such as taste R & D and selling point design, the structural problems affecting the out of circle of small fruits can not be ignored. In the past year, the whole new tea market has actually undergone profound changes.
Among the new products in the tea industry over the years, there are few stories of “becoming famous at one stroke” such as oil Mandarin and yellow skin. Among hundreds of new products, only one or two can stand out and become popular products. It can be said that behind the competition for small fruits is the collective explosion anxiety of tea brands.
At present, the target audience of new tea, that is, young consumers like the new and hate the old, and the brand needs to constantly stimulate them with new things.
According to the statistical report released by the “drinking power laboratory” in January, a total of 930 new products were introduced into tea shops in 2021, with a growth rate of 61.7% compared with 575 new products in 2020. Among them, the top brands, Xi tea and LeLe tea, launched 72 and 117 models respectively in 2021, with a year-on-year increase of 67% and 185%.
△ picture source: Official microblog of Lele tea
However, looking at more than 900 new tea drinks in 2021, there are few innovations that have attracted wide attention in the market like “domineering jade oil Mandarin”.
It can be seen that it is not difficult to innovate. The real difficulty is to manufacture explosive products, because explosive products are of great value to tea brands. Peng Xin, the founder of Naixue tea, once said that explosive products or classic products are the key to accelerating the integration of brands into consumers’ daily life, as well as the key to the rapid rise and continuous activation of brands.
Insiders pointed out that at this stage of the development of new tea drinks, the innovation of categories and large raw materials has been relatively limited, but some micro innovations can be made in the dimensions of tea bottom, fruit, milk and auxiliary small materials.
Therefore, a small number of fruits have become a new idea for tea brands to make explosive products in recent years. Because the application of popular fruits is too high and common, even if they are innovative, they can not attract attention. On the contrary, small fruits with unique taste and selling points are easier to make differentiated selling points, so as to achieve the effect of draining the brand. Oil Mandarin and yellow peel are textbook success stories.
In the view of the person in charge of the research and development of shuyishaoxiancao, consumers’ fruit knowledge has increased and their acceptable tastes have become more diversified. Niche fruits can effectively stimulate consumers’ curiosity hunting psychology and improve brand traffic. He predicted that in 2022, niche fruit application will still be an important direction of brand innovation and competition.
However, the emergence of two kinds of niche fruits still seems to be difficult to carry the banner of annual explosion.
(2) The price of the head brand has been lowered and the competition has intensified
For a long time, Naixue tea and Xi tea, as the two most concerned head brands in the new tea industry, have driven the development of fruit tea and other categories. Because of the distribution of product prices, consumers position them as high-end brands. Nowadays, with the intensification of competition in the new tea industry, in order to seek greater development space, they have reduced prices to cover a wider range of consumers.
On February 24 this year, Xi tea announced the price reduction of all products. It will no longer launch new drinks of more than 29 yuan this year, and promised that the price of existing products will not rise this year. At present, the product prices of mainstream stores of Xi tea have been comprehensively lower than 30 yuan, and the products with a price of 15 yuan ~ 25 Yuan account for more than 60% of all products of Xi tea, and the price reduction ranges from 1 yuan to 10 yuan.
Then, on March 17, Naixue’s tea also announced a sharp price reduction, launched a “relaxed series” of 9 ~ 19 yuan, and promised to introduce at least one new product below 20 yuan every month. There is no “3-prefix” product on the current menu, and 14 yuan ~ 25 yuan has become the main price range of Naixue. From the perspective of specific price adjustment products, the price difference between “relaxed mango” of 19 yuan and “domineering mango” of 29 yuan is as high as 10 yuan. The promise of “at least one new product below 20 yuan per month” is regarded as a signal of Naixue’s long-term price reduction.
Although brands said that the price reduction was due to the reduction of upstream costs through measures such as improving supply chain efficiency, large-scale procurement and digitalization of management and regulation, so they can provide consumers with high-quality products at a lower price.
But in fact, many people in the industry believe that the competition in the tea industry has long been white hot, and the customer group in the business district relying on high customer unit price alone is by no means a long-term solution, especially in the case of repeated visits of the epidemic, the passenger flow in the business district is worrying, and even the head brand will encounter significant growth.
Another change that cannot be ignored is that the consumption contraction trend of the epidemic in the past two years is obvious, and tea brands show signs of decline per capita. Red meal big data shows that in 2021, the per capita consumption price of tea sample brands accounted for 80.5% of brands in the range of less than 20 yuan, and only 11.4% of brands were above 25 yuan per capita.
The number of brands with less than 20 yuan accounted for the largest proportion, which increased by 13 percentage points compared with 67.3% in 2020, and the proportion of brands with more than 20 yuan decreased by 13 percentage points, of which the proportion of brands with more than 25 yuan decreased by nearly 9 percentage points.
In other words, the proportion of brands positioned as high-priced new tea drinks is declining.
Therefore, the head brand has to recognize the reality and wants to expand the target consumer population through price reduction measures. Stabilizing the price at the consumption level of the mainstream public can effectively improve the market competitiveness of Yu Xi tea and Naixue tea with the blessing of brand effect. But at the same time, it also means that the head enterprises of new tea have entered the price hinterland of middle-end brands, fought fiercely with middle-end brands, and new competition has begun again.
How can a small group of fruits play?
As competition intensifies and explosive products become anxious, tea brands have to do everything they can to break through the previous category dilemma. At a time when the innovation of tea base and small materials is becoming increasingly weak, and small fruits have made good achievements, it can be predicted that small fruits will still be a key direction for tea brands this year.
In addition to guava and Rosa roxburghii, some researchers said that green plum was also expected this year. Because of the fire of green plum wine last year, it may also be out of the circle in the tea industry this year, including green plum juice, green plum fruit, green plum Ding and other products have a certain potential.
Others are optimistic about bergamot. It is also known as “citrus flavor expert” for its unique flavor. Last year, chabaidao launched Bergamot lemon tea. The lemon tea brand TANING tart also launched the Bergamot series lemon tea. In addition, there are also bets on soft dates kiwi fruit (kiwi berry).
△ image source: chabaidao official microblog
At the same time, the high cost of brand development of niche fruits is an indisputable fact. Due to the limitations of climate, there are not many plants in the upstream, and the standardization and stability are limited. Generally, brands need to cooperate with the upstream to improve. Moreover, to promote it to the whole country, we need to spend great efforts to the education market.
Based on these factors, the popularity of minority fruit tea is the result of the general trend of multiple products, not an accidental behavior. Therefore, the product innovation direction of the whole new tea drink deserves more attention. According to the analysis of a number of industry insiders, the observer summarized the following three trends:
First of all, the application for minority fruits will be more “regional”.
In various regions of the country, countless small fruits have not been excavated, such as haimutong, bufuna, goat milk fruit, star apple, and dinosaur eggs in Xinjiang. However, the reason why niche fruits are niche is that they have certain limitations in flavor, supply chain and production capacity. It is difficult for large tea chain brands to be new in stores across the country, or follow-up can only be used as time limited products in individual regions, which is more for the purpose of creating topic and drainage.
I still remember that last year, after the fire of a small number of fruits, the upstream supply was tight, resulting in the soaring purchase price. The value of many varieties soared 10 times, and the price changed three times a day. Therefore, niche fruit is more suitable for small and medium-sized brands and regional brands with small store scale and flexible product line, which is also one of their ways to resist large chains and make differentiation and barriers.
For example, Fangha, which has recently obtained tens of millions of angel round financing, combines northwest characteristic Cuisine with tea, uses brand thinking to innovate, and its products form its own school. After entering Shanghai in 2021, it became popular and became a representative brand of Northwest milk tea.
△ picture source: Fangha official official account
Fangha was founded in Lanzhou. Starting from the local favorite “sweet fermented grains milk tea”, it expanded the radiation range, formulated the idea of “turning the products of Hexi Corridor into drinks”, improved a series of Northwest snacks such as Hexi apricot peel water, grey beans, pulp water and frozen pears with the method of new tea, and developed a number of characteristic products.
△ picture source: Fangha official official account
That is, as a kind of regional products, minority fruits are expanded from minority fruits to other products, not limited to the fruit itself. Inspired by this thinking, there are still many regional characteristic products waiting to be excavated.
“Light fruit tea” is considered to be an important trend of tea innovation in the future. It can be clearly seen from the new menu after the price reduction of Xi tea and Naixue.
The new products of the two head brands show some “burden reduction” trends, which is called “light fruit tea” in the industry. For example, remove cheese and milk cover, remove excessive fruit matching, and indicate calories. The name is more intuitive. Naixue is called “relaxed series”, and the two categories of “refreshing but not greasy” and “simple” are listed separately in the classification of tea and snack list applet.
The new product line of “big mouth fresh fruit tea” launched by Lele tea price adjustment also removes cheese from the original signature product fresh fruit cheese tea. The brand said the move was to meet consumers’ demand for refreshing products.
In fact, the light version products are not limited to fruit tea. Naixue’s “relaxed series” basically covers all the product ranges from milk covered tea, fresh fruit tea to pure tea. Observation Jun found that many brands are also beginning to follow up this relaxed trend. Since Xicha launched “grape light milk green” in March, other brands seem to have negotiated. Coco Duke and yihetang launched “milk green” in March to highlight the characteristics of refreshing taste.
△ picture source: Official microblog of Xi tea
In other words, brands have insight into the growing consumer demand of tea users for low-fat, low sugar and low calorie. In the future, product R & D may develop in the direction of streamlining, reducing investment and returning to product fundamentals.
(3) Quality is still just needed
Although there is a “burden reduction” trend in price and taste, consumers will not give up the pursuit of a sense of quality. Industry insiders said that under the influence of the epidemic, new tea consumption habits have changed, but it is not a simple consumption degradation, but an “upgrade in degradation”. Consumers’ demand for “cost performance” is by no means a simple pursuit of lower prices. Performance and quality are still just needed.
High quality price ratio has become a strong demand in the new tea market. Head brands are clearly aware of this. We also see that Xicha and Naixue have not “reduced their value” in this round. They all launch a series of new products to cover classic products to realize indirect price reduction. The quality and service remain unchanged or even better.
For tea, the product is not good, everything goes to zero. No matter how innovative the new tea drink is, it must eventually return to the essence of good drinking. Behind the good drink means better raw materials and more stable products. This test is the internal strength of the new tea brand.
After the rapid development of the new tea market, it is now considered to be a correction period. The market needs to supplement the basic skills, including organizational culture, R & D system and supply chain. In such an environment, product innovation needs to really return to the commercial essence and basic consumer demand.
Therefore, the trend of light weight, diversification and quality may be a more fundamental product trend than the trend of niche fruits.
Compared with the frequent introduction of new products and differentiation for differences, the new tea brand should think more about what is unchanged.
1. Guizhou deep mountain fruits break into tea shops in first tier cities. Can they stir up water spray? Hedgehog commune
2. I like guava in tea and Rosa roxburghii in books. Will a small number of fruits come out of the circle this year? Kamen
3. Say goodbye to 30 yuan, new tea head enterprises are fighting with middle-end brands | Beijing News
Author: Yu Yan; Editor: Ao Qi; Design: Huang Lihui; Source: Food and beverage deep observation (ID: canyinsgc), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);