The saying that "tea and wine are not separated" has been around since ancient times. Nowadays, more and more wine companies are cooperating with tea companies, and the integration of tea and wine is becoming more and more popular. However, the effect is not optimistic. On April 26, the sales of alcohol products that appeared after the reporter searched for keywords such as "Mingxiang wine" on the Tmall e-commerce platform were not good. Behind the successive entry of wine companies, not only the two have a high degree of overlap, but also affected by the continuous expansion of the scale of the big health industry.
Shen Meng, executive director of Chanson Capital, pointed out that although wine and tea are homogeneous products, drinking and drinking cannot be done at the same time. Therefore, there is no outstanding complementarity between the two except for consumer culture. The integration of tea and wine is aimed at a small number of consumer groups, and the market demand is limited, which cannot accommodate the huge individual consumption demand of wine or tea, and it is difficult to become a broad blue ocean.
The fusion of tea and wine is getting hot
Among the beverages with a long history in China, wine and tea are on a par. In fact, two types of products with completely different tastes have already built a "bridge" of friendship. The reporter noticed that more and more wine and tea companies have joined hands with tea companies and entered the tea and wine integration track.
In the past, wine companies and tea companies cooperated to launch joint products, and later wine companies launched tea-flavor liquor products.
It is understood that Guizhou Moutai, Luzhou Laojiao, Zhenjiufang and other wine companies have cooperated with tea companies to launch products. However, most of these products come in the form of gift boxes of wine products and tea products. Among the wine companies that have launched tea-flavored liquor products, the products of "Ming Niu·Cuilu" launched by Luzhou Laojiao are the leading ones.
The reporter sent an interview outline to Luzhou Laojiao on issues related to the layout of the tea and wine integration track. As of press time, the other party has not responded.
Although wine companies continue to enter the tea and wine integration track, on social platforms, there are more and more wine companies entering the tea and wine integration track, but the discussions among consumers are not very enthusiastic.
Some people in the industry pointed out that wine and tea are two substances with different tastes, shapes and sources, and people have long tried to blend these two substances. But wine and tea have always been like trains running on two tracks, meeting but not intersecting. However, at present, the fusion of tea and wine is moving from the hazy chaos to the era of multi-level integration of culture, products, consumption, and channels.
Similarity is fusion?
Liquor and tea with completely different tastes have countless things in common. In terms of product attributes, sales channels, etc., the overlap between wine and tea is quite high.
It is understood that wine and tea are equally divided into "three, six and nine", and there are high-end products, mid-end products and low-end products. High-end wine products and high-end tea products have gift attributes, and are the first choice for consumers to shop during the New Year and holidays.
In addition to products with gift attributes, the overlap in sales channels for wine and tea is also relatively high. Both wine companies and tea companies have traditional agents, and both have their own specialty stores and terminal channels for retail stores.
The reporter noticed that in this context, a number of tea and wine fusion model stores have sprung up. Searching for the keyword "tea wine" on the public comment platform is not difficult to find that there are small shops selling both tea and wine in Beijing, Shanghai, Shandong and other regions.
In this regard, some people in the industry pointed out that "a pot of tea for the great cause of thousands of years, a cup of wine for a thousand feet of red dust", wine and tea have mutually supporting product attributes and natural cooperation genes.
The high similarity between wine and tea has become the basis for the integration of the two, and the continuous expansion of the large-scale health industry has contributed to the integration of the two.
Statistics show that in recent years, more and more consumers pay attention to health, and drinking less and drinking good wine has become the consensus of more people. At the same time, tea consumption is growing rapidly. The data shows that from 2014 to 2021, the sales of tea nationwide have increased year by year. In 2021, national tea sales will reach 312 billion yuan, a year-on-year increase of about 8.0%. Among consumers, many young people have become "really fragrant" to the oriental leaves that they sneered at as children. In this context, the opportunity for the integration of tea and wine may come quietly.