Consumption space: In recent years, the market for ready-made tea drinks has developed rapidly. Young people's market consumption habits have taken shape and consumption patterns have become increasingly diverse. Consumers can quickly and conveniently consume online and offline channels.
Horizontal competition: In areas where people are integrated, such as in supermarkets, shopping streets in urban areas and around schools, there are tea shops all over and it is often seen that there are many tea shops working together in one street. It can be said that the competition is very fierce.
Industry threshold: Compared to the traditional food and beverage industry, the threshold for tea drinks is relatively low, the number of self-created brands is flowing in fast and consumer demand is becoming more diverse, thus attracting a large number of entrepreneurs.
Product Convergence: After a new product is launched, it is easy to emulate competitors. Whether it's a well-known brand or a street shop, 'copying and copying' has become commonplace in the industry and the product formula is no longer a trade secret and many companies can quickly copy it. Whole net red or popular products.
Recovery of the industry: The epidemic has caused a great deal of shock to the industry. With effective pandemic control, the industry has gradually recovered. Among them, tea is the first category that improves in many areas due to the lighter model. By 2020, the market growth of the beverage industry has slowed, but the total volume is still growing.
Capitals: Te Nai Xue, Hey Tea, Lele Tea, Gu Ming, 7 Fen Tian and Shanghai Auntie have received funding. Tea drinks are more closely integrated with the capital market and tea drinks have become the "capital" of the restaurant industry. Harvester ". In June 2021, Nai Xue tea was also listed on the Hong Kong Stock Exchange and became" the first of new tea drinks ".
Willingness to spend in new high-quality tea and beverage stores has increased significantly
Artificial tea shops are the main consumer platform in the current market. The tea beverage industry in my country has undergone three stages of development, with steady progress in terms of production technology and material selection. At the same time, the sales platform has also shifted from sales in street stores to sensible consumer stores. By 2020, about 60% of the tea market's total consumption will come from ready-made tea shops, including high-quality tea shops that will focus on using high-quality fresh ingredients to produce ready-made tea and create a fun tea-drinking experience to achieve stronger excellence.
The growth drive of new tea drinks comes from improved income and consumption levels. In 2020, the annual disposable income per capita in my country is 43,800 yuan. It is estimated that by 2025, the annual disposable income per capita in first-class cities will increase to about 100,500 Yuan. With increasing purchasing power, consumer demand for fresh ingredients, well-known brands and a fun experience has increased and their willingness to spend in high-quality tea shops has increased significantly. According to CBNData statistics, taste and flavor are the main concerns of tea consumers (about 80%), followed by safety and quality (about 71%), brand influence (about 56%) and variety of breeds (about 50%). Updating the demand contributes to structural changes in the supply side, which makes the high-quality tea beverage market a strong growth driver.
Young people and high-income groups are the main consumer groups for ready-made tea. From the point of view of age composition, after 90 and after 00 almost 70% of the total consumer group, of which 58% of young consumers spend more than 300 yuan a month on tea products. In terms of consumption frequency, by 2020, more than 86% of consumers will consume at least once a week, which is three times the same over the same period in 2019. Consumption habits have been cultivated rapidly and high consumption tolerance has been formed.
New Tea Drinks focuses more on updating products and services. For raw materials, it also gives more attention to the choice