The recently popular "Zhen Xiang" series must have a place for milk tea. Although various evaluations often point out that it contains a lot of calories and caffeine, this does not prevent some people from liking it. Recently, a new kind of pure red bean milk tea appeared in milk tea, focusing on the concept of soybean health. There is a bean milk tea shop in Guangzhou.

The milk tea market is not limited to online tea brands, such as Xicha and Naixue. Fragrant and fluttering, milk tea brands such as Youlemei and Xiangyue were once the "kings" of sales. The well-known advertising slogan "A cup of milk tea in a cup" and the advertising slogan "When the cups are connected, they can circle the earth" once supported the annual sales of more than 700 million cups. In the first half of 20 18, the annual report for the first half after listing showed that the net profit decreased by nearly 79% year-on-year, and the loss exceeded 50 million yuan; Subsequently, Xiangpiaopiaopiao successively launched ready-to-drink beverages such as MECO milk tea, MECO fruit tea and Langfang original milk tea. In the first half of 20 19, the company turned losses into profits, but its net profit only exceeded 20,000 yuan. Gou Zhenhai, the director of Xiangpiaopiao, and Zou Yongjian, the financial director, told the media that 80%-90% of the business structure before Xiangpiao belonged to brewing products with strong seasonality. Coupled with the single product, Xiang Piao is under great pressure.

Compared with the instant milk tea formula mixed with milk tea fruit in milk tea powder, milk tea has been pursuing novel renovation and taste improvement from Hong Kong-style milk tea to Taiwan Province milk tea, from milk cover tea, fruit tea to soybean milk tea. Major brands emphasize the use of customized tea bases, such as freshly quenched jasmine green tea, Huang Jingui, Taicha 18, Tieguanyin, etc. instead of tea powder, and the taste of ingredients is constantly enriched. In addition to pearls, taro and coconuts, fruit ingredients are also introduced according to seasonal seasons. It also allows consumers to freely choose sweetness, ingredients, hot and cold, with a personalized "hidden menu" version of the new taste.

The iteration of milk tea products is faster, and there are different popular elements in different periods, but the imitation cost is lower, which may lead to the "outdated" network celebrities who are flooding the market today. For example, brown sugar milk tea, which was popular some time ago, is not as popular as before. Recently, soybean milk tea and taro milk tea have become the focus. In addition to the "light health" milk tea of cereals such as beans, the reporter learned that some tea brands also take health care and diet therapy as a breakthrough. Under the trend of health preservation, functional health tea is more easily accepted by consumers, which may become one of the directions for tea brands to get rid of homogenization in the future.