According to the "2023 New Tea Beverage Research Report", the size of the tea market is expected to reach 149.8 billion yuan in 2023, recovering to a three-year compound growth rate of nearly 20 yuan, and by 2025, the scale of the domestic consumer market is expected to further expand to 201.5 billion yuan. The new tea market will usher in a blue ocean, which is increasingly loved by consumers. Opened a milk tea shop
With the popularity of the tea market, new tea brands have sprung up, and the market has gradually been subdivided.
Consumer analytics
1.The younger generation is the main consumer group of new tea drinks, they pursue personalization and fashion, have higher requirements for the taste and ingredients of products, and pay more attention to product innovation and differentiation.
2.With the popularization of health awareness, consumers are paying more and more attention to the health value of tea, and they are more inclined to health products with health preservation and low sugar.
3.Milk tea is automatically social, and consumers will choose stores with high-quality service when buying drinks to get a good consumer experience.
The competition in the new tea market is fierce, and how can small brands break the game?
1.Innovation of new tea products
1) Basic dimension - ingredient upgrades.
The tea source is upgraded, and the high-quality tea base replaces the flavor tea base;The milk source is upgraded, and the high-quality milk source replaces the non-dairy creamer (creamer);Sugar and small ingredients are upgraded with better quality and healthier excipients.
2) High-dimensional mode upgrade.
The first is dessert tea, such as ice cream, tiramisu and other desserts are added;The second is the convenience store drink tea, such as yogurt, probiotics and other products.
By combining the two forms, you can discover a vast treasure trove of beverage innovation, integrating more innovative ingredients on the basis of the original product to achieve a combination upgrade.
2.Refined operations
In the face of competitors of well-known tea brands, we can open up the competitive space through refined operations, gather marketing, increase **, and deeply penetrate the user's mind and Xi.
3.Personalization
Use the applet to set personalized recommendations, record consumer preferences, provide consumers with personalized orders, meet the personalized needs of consumers, and provide customers with a good service experience.
4.Empowerment of traditional Chinese culture
New tea brands are blooming, competition is fierce, and this year's national trend is all the rage. Therefore, traditional culture can be integrated into brand building, and the classic ancient style elements in traditional Chinese culture can be integrated into brand building, so that the brand style design can be combined with Chinese classical culture, run through Chinese feelings, achieve differentiation, show the beauty of national style, and create a unique self-brand positioning.
The competition in the new tea track is fierce, and I hope that the partners of milk tea entrepreneurship can find the right brand positioning and "jump out of the wall" as soon as possible!