China Food

This summer, you drink milk tea in buckets?


“ 
I haven’t drunk milk tea bucket, and it’s not summer.
 ”
Last weekend was the beginning of autumn. As a reserved program at the beginning of the current season, “the first cup of milk tea in autumn” once again became the focus of the topic.
 
Also taking this opportunity, a Guang noticed that the popularity of milk tea has been upgraded from raw materials, and a small number of fruits such as oil oranges, citrus, kale have entered the menu; To the feast of small materials, red beans, Oreo, coconut milk jelly and other crazy ingredients are added, and the seconds become eight treasure porridge; Now, we are on the road of increasing quantity——
 
This year’s milk tea seems to have started to talk about barrels?
 
2022, the right posture for summer
In 2022, the summer without showing off a whole bucket of milk tea is incomplete.
 
This year, bottled milk tea has grown from the menu of new tea drinks overnight.
 
Xicha, located at the head of the race track, launched the “super large bucket of succulent peaches and plums” and placed it in the prominent banner.
 
 
Naixue tea not only sets the new Qixi new product “domineering strawberry tornado” to 1000ml, but also separately opens the menu item “domineering one barrel” to facilitate users to order single barrel drinks.
 
And Qifen sweet, tea Baidao, Shuyi shaoxiancao, guiyuanpu, and aunt Hushang have also introduced different types of barreled milk tea.
 
Qifen sweet
guiyuanpu

tea Baidao
book also burned fairy grass

Although we are used to calling all new tea drinks milk tea, in fact, most of the barreled products launched by new tea brands are fruit tea.
 
The main ingredients are basically divided into two types. Take aunt Hushang’s products as an example. One is the mixed type. For example, “a bucket of fresh fruit tea” contains five kinds of fruits: watermelon, mango, lemon, pineapple and passion fruit; The other is a single fruit category, such as peaches and watermelons that are still in season when they are good to drink.
 
Not only new tea drinks, but also coffee brands are also entering the big capacity war. Seesaw recently launched a 3-jin ice American style. Although the official tone of the brand is to share the clothes that are convenient for traveling, for workers, it is to show off my neck. No one wants to sleep tonight.
 
Why is the fire in 2022?
When you use barreled milk tea, you start by playing with stems.
 
When milk tea plays a more and more important role in young people’s social life, milk tea culture is popular. As a performance art expressing milk tea fanaticism, barreled milk tea appeared in DIY of early netizens.
 
For example, fans sent a bucket of pearl milk tea to the little princess of milk tea, Jay Chou;
 
For example, the blogger @ Mrs. Watson filled a mineral water bucket with milk tea to challenge the king of the stomach.
 
The epidemic at home in early 2020 made people’s desire for milk tea continue to accumulate, which directly promoted the popularity of milk tea brand @ Renzai tea in Haoheng 5L after the release of the seal at that time.
 
In fact, the sentence “give back your milk tea addiction 10 times” has already reflected that it is
This summer, you drink milk tea in buckets?
包括去年蜜雪冰城联名漫画IP小蓝和他的朋友,出了一个直饮水桶造型的奶茶杯周边,也是类似的短期创意营销。
 
但今年桶装奶茶的流行,可以说是进入了日常消费,成为一种常见的新茶饮细分品类。
 
为什么?
 
首先,猎奇和跟风心理肯定是少不了,当奶茶桶作为新型的社交货币流行在社交平台上,也就激发了大众的好奇心与尝试欲。
 
而更重要的可能还是得益于桶装奶茶的改良——
 
一个是把它从5L、4L这种只可咋舌、难以品鉴的夸张容量,稳定在了1L左右。
毕竟几个小时赏味期内的单人单饮是奶茶最主要的消费方式,相比于常规款的500650ml,1L装既保证了它在容量上面脱颖而出,不会不够喝,又不至于喝不动。
 
然后就是从奶茶到果茶的变化。
 
之前的桶装奶茶,不管是网友自制,还是品牌上新,直饮水桶矿泉水桶+珍珠奶茶的组合,视觉震撼大过于饮用体验,为人类实现了饮水机里灌奶茶的幻想,创意行为的色彩浓重。
 
真要喝起来,就三个字:腻得慌。
 
转向桶装水果茶,不但口感更清爽,逢上今年暑夏时节异常高温,市场需求扩大,而且也符合新茶饮主做鲜果茶的品类特质,主营业务对口。
 
当然也不能忽略价格因素。
 
各个品牌的水果桶价格都在19-26元的区间,和常规新款、热销款基本持平,属于是加量不加价行为。奶茶星人表示,我占便宜等不了明天。
 
炎炎夏日,昏昏欲睡的打工time,来一桶水果茶喝一下午真的很爽,谁懂……
 
不过,尽管水果桶的平价大碗,对有些人来说是它的魅力所在,但对另一些奶茶爱好者来说,也是它的劝退理由——
 
咱都市丽人喝奶茶也得喝个精致,水果桶过于粗犷而不免催生廉价劣质感。
 
你怎么看?
者:七七;来源:创意广告(ID:creativead),转载已获得授权。
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