High quality development report of new tea brands in 2023

The High Quality Development Report of New Tea Drinks in 2022, which was jointly released by the new tea brand Naixue, shows that the market size of new tea drinks industry will exceed 290 billion yuan in 2022, with a year-on-year growth of 5.1%.

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According to the enterprise survey data, in the past year, 50571 enterprises with "milk tea" in their names and 5466 enterprises with "tea" in their names were added nationwide. From 2021 to 2022, there will be 136000 new "milk tea" enterprises and 12258 new "tea drinking" enterprises.

Under the new consumption, there are two main ways to drive the growth of milk tea brands: one is to build consumer awareness with brands and drive growth with brand effects. Such brands attach great importance to brands and conduct differentiated competition with brand premium. In order to ensure that consumers can obtain a unified brand value experience, this type of brand is generally a pure direct chain model, and mainly high-end brands. The second is the franchise chain mode. Under the condition of ensuring brand effect, the franchise quickly forms the store scale and drives the growth by scale.

Milk tea brand business model and consumption demand

Since the beginning of this year, milk tea brands have clustered to open stores, and the trend of joining has been revived. Always adhere to the brand transformation route of direct marketing, or open brand franchise privileges, find city partners, and increase the number of chain stores; Either acquire other brands to share resources, and acquire brands with the intention of opening franchise, so that the acquirer can have a dual business model of direct marketing and franchise. The original brand with franchise mode also plans to further expand the store size in 2023.

Since the emergence of new consumption, various new consumer brands have emerged in the market. New consumer brands all have a feature that they pay more attention to brand effect, rely on e-commerce and new media social platforms, and drive growth through brand marketing. The new consumption has upgraded the consumption demand, and the milk tea has also undergone new changes. The milk tea brand radiates new vitality through new channels and new media. At the same time, the upgrading of raw materials and innovative combination have brought more taste stimulation to consumers, which has been sought after by many young consumers and opened up a new blue ocean in the market.

During the Spring Festival holiday, the sales of Naixue's tea stores nationwide increased by 120% year on year, and some stores increased by 600%; On the first day of the New Year, the sales volume of Xicha stores located in the first tier, new first tier and second tier cities increased by more than 600% compared with that on weekdays before the festival; The average cup number of Chayan Yuese stores increased by about 60% compared with that before the festival, and the average turnover of the stores was about 40%. During the Spring Festival of Guming, the average daily sales of individual stores across the country also increased by 30%, and the growth rate of some stores exceeded 500%.

The soaring sales volume is not difficult to let people see the prosperity of the new tea track. The Research Report on 2022 New Tea Drinks released by the New Tea Drinks Committee of China Chain Store Association recently shows that the scale of new tea drinks is expected to reach 104 billion yuan in 2022, and the market scale is expected to reach 145 billion yuan in 2023. The report also believes that the consumption of new tea will continue to flourish in 2023.

According to Zhongyan Puhua Research Institute Report on Development Analysis and Investment Prospect Forecast of China's Milk Tea Industry from 2023 to 2028 Display:

New tea drinks are playing the "health card"

As new tea drinks become the "favorite" of more and more consumers, people have higher quality standards and requirements for the use of raw materials of milk tea, fruit tea and other products. The 3.15 New Tea Drink Questionnaire issued by the online platform of the Daily Economic News to users all over the network finally recovered 2200 valid questionnaires, and the survey results also showed that more than 40% of consumers would pay attention to the use of healthy and high-quality raw materials such as "good raw materials" and "real fruit and milk" when purchasing new tea drinks.

More and more new tea drinks are devoted to the trend of reducing sugar when lifestyle and diet such as fat reduction and low calorie have become a trend among young people.

At present, new tea brands such as Xicha, Naixue's tea, Lele tea, Chabaidao, and Shanghai Aunt have provided consumers with the option of zero calorie sugar on the menu, and have upgraded and optimized their products on sugar.

On June 30, 2022, 100% tea announced the addition of arabinose to the whole line of products; On November 25 of the same year, Naixue's tea announced the launch of the "0 Carrot Fruit Substitute" section in the applet. All the seven tea drinks in the section were added with natural sugar substitute arhat fructose by default, and all the drinks in the section were marked with the sugar content and calorie drop value of a single cup.

The relevant person in charge of Naixue told every reporter that low sugar health has become a significant trend in tea consumption. During the National Day in 2022, the use of Naixue zero calorie sugar increased by about 30% compared with the same period in 2021. The proportion of other low sugar choices other than standard sweet is also increasing year by year, with the highest proportion of "no additional sugar" customers in Beijing. As one of the three business segments of Naixue, the bottled tea, "Naixue Fruit Tea", by virtue of the health attribute of Luohan juice as a natural sugar substitute, will also see a sharp increase in sales during the National Day in 2022.

In addition, during the 25th National Dairy Nutrition Week, Xicha and others jointly released the first "Initiative on the Use of Quality Milk Raw Materials in Current Milk Tea", hoping to promote the popularization of real milk applications, reject creamer and improve the quality of the industry.

The competition core of the tea and coffee industry

The core competition in the tea and coffee industry includes a strong and unique brand image, effective supply chain and raw material management, product quality control and standardization capabilities, extensive and comprehensive sales channel network, digital system, etc.

In the past two years, realizing digital management in stores and co branding with Guochao and other IPs at the marketing end has become an important way for new tea to reduce costs and increase efficiency. With the intentional guidance of stores and the habit of online consumption and online ordering of young consumers, the proportion of online small program orders for new tea will continue to increase in 2022.

Applets have become one of the ways to save manpower in stores.

According to the data provided by Naixue, more than 80% of all orders in 2022 will come from enterprise applets and delivery platforms. In addition, the heavy labor cost of new tea drinks is also improving. In 2022, many leading brands will try to reduce the labor cost and work pressure of employees in stores with machines and digitalization.

By the end of October 2022, Naixue's tea self developed "automatic milk tea machine" has been put into use in nearly 800 stores nationwide. Xicha will launch three smart devices in 2022, focusing on reducing the labor consumption in the processing of fruit tea raw materials. For example, taking the intelligent lemon hammering machine as an example, the step equipment for hammering lemon tea can be completed in 10 seconds, greatly saving labor costs.

At the marketing level, the co branding of new tea drinks and IP has become synonymous with the blockbuster. Co branded marketing with cultural IP has also become a common way of playing for new tea brands, and has also become a killer weapon for new tea brands to increase sales.

Baidu 2021 Guochao Pride Search Big Data pointed out that Guochao's attention has increased by 528% in the past decade, and in 2021, the attention of domestic brands will reach three times that of foreign brands. With the love of young consumers for traditional culture, Guochao has become another important target of new tea co branding.

In June last year, two products co branded by Xicha and Menghua Record were launched simultaneously in stores across the country. On the first day, nearly 300000 cups were sold, and the maximum sales of a single store was nearly 1000 cups; During the Spring Festival this year, Naixue and the film Hulu Brothers jointly led the sales increase. According to the data provided by Naixue, more than 2.6 million Hulu Brothers theme cups were used.

Report on Development Analysis and Investment Prospect Forecast of China's Milk Tea Industry from 2023 to 2028 Written by China Research Puhua Research Institute, this report analyzes the supply and demand status, development status, and industry development changes of the industry, focusing on the industry's development status, how to face the industry's development challenges, industry development suggestions, industry competitiveness, and industry investment analysis and trend prediction. The report also synthesizes the overall development trend of the industry and provides reference suggestions and specific solutions for the industry in terms of products.

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