Neixue 's tea丨 Xuexue, hi tea ... New tea drink, how should regional brands go?
2019 is known as the year of deep outbreaks of new tea drinks. In addition to many tea brands such as Hi Tea and Nai Snow Tea, which have received billion-dollar financing and an annual increase of more than 10,000 stores, hotpot brands such as Minato, Xiaolongkan, and Xiaohui Brothers have begun to stir up. In the second half of last year, tea brands ushered in the opening of an overtime competition. In fact, after these years of reshuffle, the tea market has gradually become clear: head brands play capital and continue to lead; second and third-tier brands rely on accumulation to find differentiated products; unbranded people chase industry dividends.
So, has the popularity of the tea industry hit the ceiling? Where is the market space for second- and third-tier brands and how can they stay on the market?
Why is the new tea so hot?
Looking at the tea beverage market, compared with the coffee industry, tea beverages are more popular, the target population is wider, and the product innovation space is larger. The 50 billion tea market has not reached the ceiling, and this good momentum will continue in the next few years.
Why is the new tea so hot?
First of all, from a horizontal perspective, on the one hand, it has new technology, on the other hand, a personalized brand image and a store with a sense of design make it more fashionable.
Secondly, the rise of new consumer groups has new requirements for consumer scenarios and consumer experiences. They are more willing to buy new products that are different from the past and choose more socially compliant products. The new tea drink just met the expectations of the new consumer groups.
Third, the in-depth use of new marketing. If the upgrade of tea raw materials touched the stomach of young people, then the marketing of grounded gas touched the hearts of young people. For post-90s and post-00s, they are more looking forward to the social exposure value outside the product, and will be willing to accept some inconveniences in order to "check in online red shops" and advertise on social media.
Therefore, in terms of marketing methods, new tea drinks will rely more on social media for online promotion and hungry marketing. For example, the phenomenon of queueing at the door is used to drive the customer's reputation.
Finally, the application of new technology. New tea beverages generally use advanced equipment and novel production methods, which can satisfy customers' curiosity, reduce labor costs, improve production efficiency, and enhance consumer experience.
From the perspective of the entire industry, with the improvement of electronic payment, tax reform, and ERP system, the income of catering companies is easier to verify, and it is easier to standardize operations, and the possibility of IPO has greatly increased. For investment institutions, they have a wider channel to invest in catering companies and are more willing to participate, which has also led to the outbreak of tea brands.
The outbreak of the new tea beverage market is a big plus for the entire tea beverage industry.
However, from the perspective of the product side, although the reshuffle of the new tea drink has been basically completed in the past two years, consumer loyalty needs to be strengthened, especially young consumers are keen to chase hot spots, which is difficult to form user stickiness.
In addition, product homogeneity is serious and marketing models tend to be consistent. Many brands have invested a lot of budget in word-of-mouth and marketing promotion. In order to control the overall cost, they have to reduce their product input, and the product quality is worrying.
The emergence of new tea drinks has brought about a series of changes including products, matching, space, and marketing. If a substantial breakthrough cannot be achieved in business, it is difficult to obtain long-term consumer support with a cup of tea alone. Industry participants need to focus their thinking. These are compulsory courses for the long-term.
Differentiated products + supply chain barriers are the secret of the tea market's success
"The cycle of a brand's growth and development is in direct proportion to the cycle of bankruptcy. The joining of the tea beverage market must have its own speed and tone, and it must be stable. It is not anxious, creative, and creative.
As a second-tier regional brand, tea beverage brands should be clearly positioned and have a unique customer base. Although first-tier brands expanded rapidly in second- and third-tier cities, they did not have a big impact on Slow Tea. Slow Tea has instead gained a wave of industry dividends through its first-tier brands.
While insisting on using a good tea base and improving the quality of tea, you will upgrade conventional products and create explosive models, so that the brands you join stand out from the fierce competition.
For example, since the introduction of purple rice yogurt tea, like Mancha has always insisted on making this product. In addition to leading the concept of consumption with a healthy concept, while ensuring the quality of the ingredients, Mancha has also created an exclusive supply chain. "After more than three months of inspections, we decided to cooperate with local farmers and cooperatives.
In addition, moving the production site into the store is also the ingenuity of Mancha, allowing consumers to "see for themselves" and thereby recognize products and brands. Ye Guanzhao wanted to guide consumers by equating purple rice yogurt tea with slow tea. "Where does the brand recognition come from? Perhaps it is a distinctive product."
Therefore, in the future competition of the tea beverage market, the supply chain is a very important part. For the supply chain behind the product, to build their own barriers, the way is to control the quality of goods.