This winter, tea brands are piling up "pears".
Yihetang's new eight-treasure stewed pears before New Year's Day sold more than 130,000 cups on the first dayThere are more than 400 specialty shops specializing in baked pears.
Pears are the next hot fruit?
It is hot on the shelves, and the specialty store opens 400+
"Pears" continue to sell out this year
In the winter of the past two years, "pear" has been particularly brilliant in the beverage circle. Before New Year's Day this year, Yihetang launched one"Eight treasures stewed pear"., the first day of the new sales exceeded 130,000 cups, and the first three days sales exceeded 300,000 cups. The person in charge of public relations of Yihetang told me that the recent sales volume of Babao stewed pears has surpassed the explosive mint milk green, second only to Yihetang roasted milk, ranking second. 
Further back, a number of chain brands collectively launched new pear products, and mainly "stewed pears". In November, Sweet Lala was launchedStewed pears with white fungus in rock sugar；Fresh mango fresh fruit tea on the new "Pear Dapu" series of new products——Freshly stewed whole pearswithHealthy small milk pear；In October, Kawanka returnedSilverEar pear soup；Aunt Shanghai returnsFreshly stewed whole pears。What surprised me even more,Specialty pear-based beverage stores have become popular throughout the country. For example, the pear on the apple tree, the purple sand meets the pear, and the roasted pear. Among them, Mr. Grilled Pear, which was founded in 2018, has now opened more than 400 stores. 
In addition, the economy of the market has developed rapidly in the past two Chinese New Year's Eve, and roasted pears, stewed pears, and small hanging pear soup have also become popular businesses for night market stalls. Around New Year's Day,Harbin frozen pear sashimiappeared on the hot search of Xiaohongshu and angrily brushed his sense of existence. The category of pear, combined with the health needs of young people, is the "dark horse drink" in the past two winters. Aunt Shanghai launched freshly stewed whole pears during the period of "Baojuan's voice" everywhere, and sold 2.66 million cups in the first month, and the pots in the store were once insufficient. 
After New Year's Day, the next important node is the Spring Festival. During this period, how to sell a cup of "moist and replenishing" pear products?
Seize the "light health" of young peopleWhat are the popular ideas for selling pears this year?1. With the same source of medicine and food, light nourishment and light healthIn recent years, young people have taken the health care route, and even coffee has taken the health route, such as Lucky Coffee has launched wolfberry American, red date American, and recently launched "Ginseng American". Cheng Di, R&D engineer of Yihetang, said, "Under the trend of healthy consumptionHealth care is younger and lighter, and health tonic products are becoming more and more 'ready-to-eat'. "Yihetang's eight-treasure stewed pears are made of Zhaoxian snow pears, with red dates, white fungus, wolfberry, honey, reed root extract, lily extract, and honeysuckle extract. Among them, reed root, lily, and honeysuckle are all ingredients of the same origin as medicine and food. 
The pear itself has the property of warming and replenishing, and with the ingredients of the same origin as medicine and food, it has more health value. "Mr. Roasted Pear's signature loquat roasted pear, in addition to roasted pears and loquats, red dates and stewed white fungus are also added to highlight the effect of moistening the lungs and relieving cough. In response to the health needs of women, Mr. Roasted Pear also launched the "Aunt Hot Drink", which pairs roasted pears with dried ginger and brown sugar. 2. Not only "stew", but also tea, milk, and small ingredientsThe two pear drinks launched by Xian Mando Fresh Fruit Tea combine pears with tea base and milk, respectively. Freshly stewed whole pears, selected from seasonal crown pears freshly boiled and simmered, blended with fragrant oolong, adding white fungus, wolfberry, and red dates. Netizens commented that "the taste is smooth, and the tea aroma stimulates the freshness of the fruit". 
The healthy small milk pear is paired with Yili's high-quality fresh milk, a cup of fusion of the fragrance of the pear and the mellow of the milk, and you can also add sago. Mr. Roasted Pear's purple sand roasted pear series, the two best-selling ones are honeypot yellow peach roasted pears and oatmeal barley roasted pears. "Yellow peaches can add sweetness and sourness to roasted pears and enrich the flavor layer. Oats and barley shreds can add chewiness. "The person in charge of operations of Mr. Grilled Pear told me. 
I also noticed that Mr. Grilled Pear's menu also has a special one"Pear soup hits milk".Series, such as small hanging pear soup and peach gum pear soup and milk, all use fresh milk. 3. Superimposing emotional value, some brands have developed the "Pear Dapu" seriesNow that tea is new, they are trying to superimpose "emotional value". The new "Pear Dapu" series on Xianmando Fresh Fruit Tea is "outrageous" from the name to the periphery. If you buy any new product, you can get a "Pear Spectrum" sticker with a cup, which is printed with different expressions of "Pear Spectrum Family" - Pear Spectrum, Pear Spectrum's brother Pear Spectrum, Pear Spectrum's brother Pear Super Spectrum and Pear Spectrum's father Old Pear Spectrum. 
What's even more "pear" is that they have also launched a product that is large enough to fit people"Pear Dapu conspicuous bag"., the yellow and white color scheme is very eye-catching, triggering a buying boom among netizens. "Tea brands make pears, not only in the raw materials, but also pay more attention to the form of the product, to add added value for customers, in addition to the edible value, but also to have scene and emotional value. The person in charge said. 
Talk to the "Grilled Pear Shop".Pear, can you hold up a subdivision track?Although pears have a certain national perception and have given birth to explosive products, people in the industry generally believe that it still faces the problems of seasonality and a weak sense of value. The person in charge of the operation of Mr. Roasted Pear said frankly that the pear-based tea brand is inevitable in the off-peak season. "October to February is the peak season, and the number of sunrise cups of roasted pear products in a single store can reach 300 400 copies, and the off-season is 1 3 2 3 in the peak season. ”
In this regard, Mr. Roasted Pear and others have also explored some solutions:Introduced the iced eating method to cultivate the habit of eating pears in summerI noticed that the pear drinks launched by Yihetang, Shanghai Auntie, Tianlala, Xian Mando Fresh Fruit Tea, etc., all have the option of adding ice. Mr. Roasted Pear is also vigorously promoting the "chilled" eating method and cultivating consumers' habit of eating pears in summer. "The roasted pears are refrigerated and soaked together with red dates and white fungus, and they can be used at any time the next day. Not only is it cool and relieves the heat, the taste is softer and waxier, but also the jujube is completely penetrated and the taste is richer. ”In summer, pear juice is added, ice powder and yogurt are addedIn the summer, Mr. Grilled Pear launches a series of freshly squeezed juices based on pear juice to enrich the seasonal menu. "Heat-relieving artifact" ice powder is also a major part of revenue, such as the signature glutinous handmade ice powder, rose mochi ice powder, etc.
The yogurt track is very popular, and Mr. Roasted Pear has also launched products such as avocado yogurt, Oreo yogurt, and poplar manna yogurt. Pears are processed into semi-finished products and ready-to-eat finished pears are sold online"The best pears in the cooperative production area are made into room temperature pears in the self-built factory. "These can meet the stability of the store's seasonal and non-seasonal periods**. I learned that Mr. Roasted Pear also opened a "small bowl of pears" that sells ready-to-eat on ***. Development of baked potatoes and women's health drink series, all year round**When I first noticed Mr. Roasted Pear, I noticed that many netizens were recommending their "baked potatoes", especially the cheese cranberry roasted sweet potato, "The salty aroma of the cheese and the sweetness of the sweet potato combine with the rich flavor." ”
It turns out that the oven in their store for baking pears can also be used to roast sweet potatoes. While not adding additional equipment, enrich the category and increase revenue. The products of the first class throughout the year include the "Aunt Hot Drink" series, and it has also cultivated a stable customer base. However, for the lack of value of pears, many brands focus on the appearance. For example, chain brands such as Shanghai Auntie, and even roasted pears on night market stalls will use "a whole" pear to attract consumers' attention and enhance their sense of value. Mr. Roasted Pears will explain the roasting process to consumers, and when the store is dine-in, the staff will serve the roasted pears together with the purple sand roasting cup to enhance the experience value. In addition, Yihetang adds valuable health ingredients to pear productsFresh mango and fresh fruit tea are good ideas to add emotional value to the product.
Will pears be like lemons, coconuts, and mangoes to achieve a sub-category?Mr. Grilled Pear's head of operations has a positive view, "There are many specialty stores and brands that make pears now, and the more people enter the game, the more this track is expected to grow." ”
Are you optimistic about the potential of pears in the beverage market?Welcome to leave a message to discuss!