Liu Qiong, chief reporter of Shenzhen Business Daily
After the winter solstice, the country ushered in the coldest period of the year, and hot drinks, hot pot and quilts became a three-piece winter set for countless young people.
On December 27th, Nai Xue, the pioneer of the new tea drink track, once again co-branded with the time-honored brand of oriental tonic Dong'e Ejiao, and upgraded the new winter warm-up tea drink "Nai Xue Dong'e Ejiao Milk Tea". In February this year, Naixue Ejiao milk tea was launched for the first time, and it was sought after and hotly discussed by young people as soon as it was launched. The topic of Dong'e Ejiao Naixue co-branded milk tea rushed to the hot search on Weibo, with nearly 200 million readers;This return, related topics Nai Xuedong Ejiao upgrade and return A cup of milk tea The silence of two generations quickly rushed to the hot search, setting off a big discussion about "health tea innovation".
Compared with the first generation of Ejiao milk tea, the new product has been significantly improved in terms of taste richness and aroma layering. The use of Naixue's exclusive blend of black tea base "Golden Mountain" lays a rich and fragrant tea foundation for the whole cup of tea. Dong'e Ejiao is a precious tonic for Chinese health culture, and it is also the soul flavor of the new product. The Dong'e Ejiao powder used by Naixue uses low-temperature vacuum continuous drying technology to retain the nutritional value while removing the fishy smell and enhancing the sweet and slightly sweet taste.
Anchoring "light health", Naixue has continued to launch a variety of Chinese-style healthy teas. Throughout the introduction of Nai Xue's products, in addition to Ejiao milk tea, Nai Xue has repeatedly taken "good tea" as the core, absorbed the essence of traditional health culture, and created healthy tea drinks such as "domineering white fungus stewed pear" and "domineering osmanthus peanut coconut longan". It is worth mentioning that during the new period, Nai Xue also borrowed TVC "Ejiao Catches Fast, Fast Bǔ Ejiao" to convey the concept of "light health" of "anytime, anywhere, a little 'make up'".
The novel collision of traditional health care and new tea drinks ignites consumers' desire and curiosity. On the first day of Ejiao milk tea, the sales of stores across the country skyrocketed, and a large number of Amway posts appeared on social platforms: "The first cup of health milk tea in winter was given by Nai Xue", "Nai Xue had to take a shot, and the idea of health preservation was instantly opened", "Nai Xue will think about girls", "Chinese-style lazy health, more delicious than expected" ......
Meituan takeaway data shows that since October 16 this year, the sales of takeaway meals with the keyword "health" have increased by 372 compared with the same period last year2%。Health anxiety caused by busy work and study has made young people pay more and more attention to "health preservation".
Industry experts believe that Naixue Ejiao milk tea can be so popular precisely because it accurately meets the demands of young people for health products that are both healthy and convenient, nourishing and delicious. "Good tea" has natural health attributes and versatile taste, and is easy to combine with traditional ingredients for innovationThe new tea drink has an efficient and convenient product form that is in line with the living habits and aesthetics of young people. Peng Xin, the founder of Naixue, said that the health of new tea drinks is an irreversible trend, and Naixue will insist on making healthy and delicious tea.
"Health" and "light health" are the needs of users that have gradually become prominent in recent years, and the new tea drinks represented by Nai Xue have keenly captured this signal and quickly launched corresponding products. Industry experts said that as the "health" element has gradually become the industry standard, the next competition point is how to refine and continue to dig deep into health needs. The popularity of Naixue Ejiao milk tea over the years also reminds many brands that on the basis of capturing new needs, products still need to be continuously iteratively updated in order to firmly grasp users.