The core data of this paper: China new tea market scale, competition pattern and market share.
General situation of industry
1, definition
New Tea refers to a beverage based on traditional high-quality tea in China, and added with fresh milk, imported cream, natural animal cream or various fresh fruits. At present, the new teas on the market are mainly milk tea and fruit tea.
2. Industrial chain analysis
The upstream link of new tea is the supply of raw materials, mainly including agricultural and sideline products necessary for tea making. Agricultural and sideline products include fruits, tea, dairy products, animal cream, coconut, cassava flour and so on. The middle reaches of the new tea industry chain are tea design, production and packaging. The downstream of the industrial chain is the circulation link of new tea, which is divided into offline stores and online delivery channels.
Industry development: stepping into the era of chain tea consumption upgrade 2.0
Before 20 15, the new tea industry developed rapidly, and many national chain brands were born, including Happy Lemon, COCO and a little bit. On the whole, it belongs to the chain development period of new tea before 20 15.
2065 438+05-2065 438+09, the new tea developed rapidly, emphasizing the change from "present" to "fresh". The typical feature is to add fresh fruits, dairy products, grass and other ingredients to the drink, emphasizing the value of the drink to make it look good and delicious. At this stage, brands such as Hi Tea, Naixue Tea and Lele Tea were born, belonging to chain tea.
Since 2020, the tea market segment has further developed on a large scale, and the head tea brands have begun to be distributed in second-and third-tier cities, from product innovation to product, channel and brand * * * vibration, including 7 Fentian, Modern China Tea Shop and SEVENBUS. Since then, the new tea industry has entered the period of chain tea consumption upgrade 2.0.
Industry development background
1, new-made tea pays attention to product quality and has social value.
Different from the traditional freshly squeezed tea, the new tea pays attention to the diversification of product raw material selection and collocation, and improves product quality and service quality by innovating production technology and strengthening store operation management, thus creating its own brand culture and brand value. At the same time, it provides consumers with necessary social places through fashionable and comfortable storefront decoration, so that the products have dual attributes of social value and leisure value.
In addition, new tea brands attach great importance to channel construction. Brands not only have traditional offline physical store consumption patterns, but also open online purchase channels, including their own channels (brand apps, applets) and third-party channels (Meituan, Hungry, etc.). ). In marketing promotion, content marketing is the magic weapon of new tea brand. For example, by cooperating with other brands, it can not only bring the attraction of new product sales, but also create marketing topics, thus improving the brand's popularity.
2. New tea users are sticky.
Because the new tea pays attention to product quality and has social value, it is deeply loved by consumers. In recent years, consumers of new tea in China are very sticky to new tea users. In 2020, during the COVID-19 epidemic, consumers' enthusiasm for new tea is still high. The topic reading volume of the first cup of milk tea in Weibo's Mid-Autumn is as high as 2.42 billion, and the discussion volume is as high as 1.0 1.7 million.
With the improvement of consumer spending power in China, people's requirements for the taste of drinks are also constantly improving. Compared with traditional tea, new tea tastes better and has more choices, because it is favored by consumers. According to the survey data, in 20021year, 76% consumers bought new tea every week.
Current situation of industry development
1, overall situation of the industry
-The proportion of online consumption has increased.
Compared with traditional tea, the upgrading and innovation of fresh tea enriches the functions of fresh tea and promotes the development of fresh tea consumption in China. It is mainly manifested in three aspects: product raw materials, beverage appearance and scenes, which can be divided into online and offline scenes. At present, offline store consumption scenes are the main sales channels. Among them, online spaces such as applets, apps and third-party take-away platforms have further promoted the development of existing tea consumption.
With the popularization of mobile Internet and mobile payment and the continuous digitalization of China catering industry, the retail consumption value of ready-made tea products through take-away service has increased from 700 million yuan in 20 15 to 28.4 billion yuan in 2020; In China, the take-away ratio of existing tea products to total retail consumption has increased from 1.7% to 25%.
-the new tea market broke out rapidly.
With the improvement of people's requirements for food health, the new tea with better quality and healthier ingredients will overtake the curve in a short time, and the new tea market in China will explode rapidly. In 2020, the new tea market in China will reach113.6 billion yuan, up 6.87% year-on-year.
2. Industry segmentation: the high-end new tea market has grown substantially.
The new tea shop not only sells new tea, but also sells other cross-selling products such as baking products. Among them, the high-end new tea market with an average selling price not lower than that of 20 yuan is growing rapidly. In 2020, the total sales of high-end new tea shops in China will be 654.38+0.52 billion yuan (including new tea and baked goods), with a compound growth rate of 80.2% from 2065.438+05 to 2020.
Industry competition pattern
1. Regional competition: mainly concentrated in the southeast coastal areas.
Enterprises in the new tea industry are widely distributed in various regions of the country. From the distribution of representative enterprises, there are many representative enterprises in Shanghai, Sichuan, Guangdong and Fujian.
Judging from the main distribution areas of industry representative enterprises, the southeast coastal areas are the main distribution areas of most enterprises. For example, the main distribution areas of American western restaurants, Pindao restaurants and Mori Norikyō restaurants are in Guangdong, Jiangsu, Zhejiang and Shanghai, while the main distribution areas of Rooting restaurants and Zhao Yi businesses are in the southeast coastal areas.
2. Enterprise competition: The competition in the new tea market is fierce.
In terms of competition, there is fierce competition in the new tea market in China. There are three main players in the market, namely, high-end new tea brands with prices above 20 yuan, mid-range new tea brands with prices below 10-20 yuan and low-end new tea brands with prices below 10 yuan.
In terms of sales, in 2020, the market share of new tea brands in China is the highest in the low-end brand Mi Xue Bing Cheng, accounting for 1 1.52%, followed by the middle-end brand COCO, accounting for 10.05%, while the market share of high-end brands Xi Tea and Naixue Tea is low.
Industry development prospect and trend
1, digital operation will further accelerate development.
The sudden outbreak of COVID-19 in 2020 has dealt a heavy blow to the catering industry, and "recovery" has become a common topic for new tea enterprises. Head brands such as Milk Snow Tea and Hi Tea quickly adjusted their strategies, relying on the intensive membership system, entered the e-commerce platform, launched new retail, small programs and digital operations, revitalized traffic, and new ready-made teas entered the digital development stage.
The digitalization of new tea is based on digital management and digital construction of the whole link. The biggest change in this digital transformation is the way consumers place orders online through digital channels such as applets, applications and third-party platforms. In the future, with the gradual expansion of the new tea market, digital operation will further accelerate its development.
2. The expansion of product target group positioning
At present, this new type of tea is mainly aimed at a new generation of young consumers, mainly aged between 20 and 40. Lack of product lines for children or the elderly. In the future, the new fashion tea will launch more nutrition series and health care series products, which will be aimed at the elderly market and children market. For example, the healthy tea series developed for the elderly is estimated to be the high-end consumption price, and it is predicted that this market will be a battleground for businesses in the future.
3. The high-end new tea market has great potential.
According to the data of Naixue Tea Prospectus, the new tea market in China is expected to reach 340 billion yuan in 2025. Among them, the high-end new tea shops whose average selling price is not lower than that of 20 yuan are growing rapidly. In 2020, the retail consumption value of new tea and baked products produced by high-end new tea shops in China is about 654.38+052 billion yuan, and it is expected to reach 62.3 billion yuan in 2025, with a compound growth rate of about 32.7%. From 2020 to 2025, the market share of high-end new tea in China will increase from 13.4% to 18.3%, and the market potential of high-end new tea is huge.
For more industry-related data, please refer to Forward-looking Industry Research Institute's China New Tea Industry Market Prospect Forecast and Investment Strategic Planning Analysis Report.