In recent years, with the change of people's consumption and health concepts, sugar-free drinks have been favored by consumers. For this year's young people, they can afford to hold autumn pants and goji berry thermos cups for Buddhist health, but they are also unwilling to refuse hot pot barbecue snail lion powder to live up to the food. Punk health care young people set off a wave of tea drinking boom, "tea youth" turned out.
Under the new wave, the sugar-free tea market has become a big blue ocean. In order to meet the increasingly strong demand for sugar-free tea among young consumers, on March 6, Nongfu Shan Quan Guanxuan's Oriental Leaf Brand launched two innovative flavors: green citrus Pu'er and Xuanmi tea.
It is understood that this is the first time that the Oriental Leaf brand has launched a new flavor in the 10 years since its launch in 2011. As the leader of China's sugar-free ready-to-drink tea category, Oriental Leaf's launch of new products this time can become a new sugar-free tea explosion has attracted wide attention from inside and outside the industry.
No.1
Sugar-free tea leader Oriental leaves
Two new products were launched for the first time in ten years on the market
When it comes to China's sugar-free tea market, Oriental Leaves is a brand that cannot be bypassed.
In 2011, Nongfu Spring launched China's first sugar-free tea - Oriental Leaf, which attracted great attention as soon as it was listed, and a series of "0" on its nutrition composition list was called "product with advanced awareness" at that time. As the forerunner of the sugar-free ready-to-drink tea category, Oriental Leaves paid a lot of price in the process of challenging the routine, from taste to price, which was the focus of netizens at that time. In 2016, the "top 5 most difficult drinks in the country" was popularized on the Internet, and the oriental leaves were among them, and thus "became popular".
But good products stand the test of time. Oriental leaves have not changed in the past decade, but consumers have changed, and more and more consumers, especially young consumers who call themselves "tea youth", have joined the camp of oriental leaves. Chnbrand's 2021 China Customer Recommendation Index SM (C-NPS®) Tea Beverage Recommendation, Oriental Leaves occupies the first place with an absolute advantage. According to AC Nielsen data, Oriental Leaves occupies more than 50% of the market share and has become the first brand of sugar-free tea for many years, and has influenced and promoted the rapid growth of the entire sugar-free tea market.
From industry forerunner to industry leader, Oriental Leaf has finally launched a new flavor on the occasion of the tenth anniversary of listing, can it once again lead the new trend of sugar-free tea drinking?
No.2
Innovative flavors keep up with the times
Lead the development and innovation of the sugar-free tea market
According to data from the China Commercial Industry Research Institute, under the trend of health, 80% of Chinese consumers will pay attention to the ingredients of food and beverages, especially the proportion of sugar in beverages. After several years of market cultivation, sugar-free tea has been regarded by more and more young people as the preferred drink for relieving oil and quenching thirst. Behind it is the strong demand of young people for healthy diet and improving the quality of life.
The survey shows that more and more young people have begun to awaken their health awareness, and have begun to actively manage weight, diet, and actively participate in sports, and topics related to nutrition and health have become one of the many hot social topics. Oriental Leaf has captured this new trend and launched two innovative new products: Green Mandarin Pu'er and Xuan Mi Tea, in addition to its product line as always 0 sugar 0 calorie 0 fat 0 preservative 0 essence selling point, compound young taste has also become a highlight of the new product.
In the selection of raw materials, the newly launched oriental leaf green citrus Pu'er, using Yunnan large-leaf seed sun-dried green tea fermentation of high-quality Pu'er ripe tea, with Guangdong Xinhui citrus peel; at the same time using the natural water source of Nongfu Spring original tea extraction, to the greatest extent to restore the brewed flavor, tea rhyme mellow, back to sweet and fragrant. In addition, Pu'er "scraping oil" is widely recognized by everyone and is considered to be a good tea choice for people who are degreasing, losing weight and fat after meals.
Oriental leaves 2021 new products - green citrus Pu'er
The other Xuanmi tea is a unique Chinese flavor of Xuanmi tea. Using Nongfu Mountain Spring Northeast Fragrant Rice as raw materials, blending and using Japanese steamed green tea, fried rice and steamed Qinghai moss intersect, reducing the bitter taste of tea leaves, making the tea soup fresh and thick, sweet aftertaste and not hurting the stomach, more suitable for drinking in catering scenes.
Oriental Leaves 2021 New Product - Xuan Rice Tea
It is worth mentioning that the packaging of these two new products still continues the classic illustration style of oriental leaves and interprets the oriental aesthetic story of tea. Among them, the creative inspiration of green orange Pu'er comes from the "Cha'an Bird Road". Shop built in the thirteenth year of Qing Jiaqing to Daoguang three years of the tea antang tea horse ancient road, built for royal tributes into Beijing, Pu'er tea through this out of Dian; tea an slope steep mountain high, dangerous peaks, ancient trees towering, legend only cranes can fly over, while the crane in traditional culture has auspicious, longevity, high purity meaning, therefore, to spread the wings of the crane mouth citrus Pu string as the image, the atmosphere is flexible, conveying the deep connotation of oriental leaves oriental tea. Genmi Tea chose the "carp flag", which symbolizes spring, as the main vision of the design.
Genmi tea is a new tea drink created after the introduction of Chinese tea to Japan in combination with Genmi. Hanging carp flags originates from the Chinese legend of "carp jumping dragon gate". Now every year on the fifth day of the warm spring, families with children hang carp flags. The carp flag display of oriental leaves symbolizes good luck, strength and courage, as well as growth, beauty, love and protection.
The two new sugar-free tea products of Oriental Leaf, whose innovative taste is closer to young consumers, and continue to deepen the brand image on the basis of oriental aesthetics, once again leading the development and innovation of the sugar-free tea market.
No.3
Ten years of hard work
Achieve "natural" good tea
In recent years, with the sustained and rapid growth of the sugar-free tea market, in the face of huge market opportunities, beverage industry giants have entered the game. Wahaha Anhua Black Tea, Coca-Cola Chun Tea House, Suntory Oolong Tea, Unified Tea King, Silver Heron Mountain Cloud Tea Painting, Itoen Green Tea, Ice Peak Tea, etc. have been launched. In the three years from 2017 to 2019, the number of new products in the ready-to-drink tea market exceeded 100 SKUs every year, and the sugar-free tea market ushered in rapid development, and the competition in the industry intensified.
The process of ready-to-drink tea beverages looks simple, but it is not simple, and it is not easy to do the same flavor and taste as bubble tea and gain consumer recognition. According to Ipsos' 2019 survey, tea beverage consumers ranked among the top three in the process/ingredients that are considered healthy in tea beverages, such as additive-free (such as preservatives, flavors, etc.), pure natural/pollution-free raw materials, and sugar-free/low sugar. Oriental Leaf, as a pioneer in the industry, has done this as early as ten years ago. From the date of listing, for ten years, we have always adhered to the minimalist principle of 0 sugar 0 calorie 0 fat 0 flavor 0 preservatives, only good water with good tea.
Oriental leaf series products
01
Good tea, good water, good ingredients
If you want to drink pure good tea, the choice of tea leaves is the first condition. The six teas under Oriental Leaves are all from special grade good teas.
Green citrus Pu'er: high-quality Pu'er from Yunnan, with Guangdong Xinhui tea branch citrus peel;
Genmi Tea: Nongfu Mountain Spring Tohoku Fragrant Rice is used as raw material, and Japanese steamed green tea is blended
Green tea: preferably one bud and two leaves of spring tea, the aroma is elegant, the taste is fresh
Jasmine Tea: Repeatedly prepared more than 4 times to give a rich floral fragrance
Black tea: Fujian Gongfu black tea, rich aroma, tea taste mellow
Oolong tea: Anxi Tieguanyin at an altitude of 800 meters, with its own floral fragrance, rich taste and unique Guanyin rhyme
In addition, the water used to make tea should also be extra careful. Zhang Dafu of the Qing Dynasty", "Eight points of tea, when it meets ten points of water, tea is also very good; eight points of water, when it meets ten points of tea, tea is only eight points of ear." The water used to make tea is the most rare in clear, light, sweet and warm. Tea without water is difficult to produce, and water without tea can not taste. The tea brewing water used by oriental leaves is all from the natural water of Nongfu Spring, and the good water stimulates good tea, and the tea is overflowing with aroma and has a long aftertaste.
02
Use modern technology to preserve the natural original tea flavor
The product strength of Oriental Leaves also comes from decades of exploration and accumulation of Nongfu Spring production line. The natural good tea flavor without additives also comes from the process of aseptic cold filling, which retains the aroma with cutting-edge patented technology. These are a set of tea-making process models obtained by researchers and production lines after thousands of experiments for many years, which can minimize the high temperature heating time in the manufacturing process of tea beverages, reduce the chemical changes of colored, fragrant and flavored substances in tea, and double ensure that tea beverages "retain the original tea color, aroma and taste".
The bottle of oriental leaves is also what makes it special. Usually, even in the sealed state, bottled tea is very easy to oxidative discoloration, so the common practice in the industry is to use full-label packaging, that is, to wrap the bottle body with a large area of packaging to reduce the appearance impact of tea soup discoloration. However, oriental leaves, through its advanced production technology, without adding stabilizers, preservatives, pigments, flavors under the premise of storage for several months, still maintain the original color, aroma and taste. Oriental Leaves adopts this transparent bottle label, which allows consumers to intuitively feel the wonderful color of tea soup on the one hand, and also reflects its confidence in its own products and processes on the other hand.
Oriental leaf transparent bottle
Ten years of hard work, oriental leaves have achieved a bottle of "natural" good tea, and this persistence has been recognized by the majority of consumers. Public data shows that Oriental Leaves occupies an unshakable leading position in the sugar-free tea market. On social platforms, Oriental Leaves has also gained a large number of fans, and more and more consumers, especially young consumers who call themselves "tea youth", have joined the camp of Oriental Leaves.
No.4
brief summary
On the occasion of the tenth anniversary, Oriental Leaf launched a new flavor for the first time, which once again showed the brand heritage and innovative strength accumulated by its brand for many years, and also reflected its Chinese for truly understanding tea and making a real good tea brand.
After ten years of deep cultivation, the product strength and brand power of Oriental Leaves have been greatly improved, and the industry generally believes that after the test of the market, Oriental Leaves will go more rapidly. It is believed that these two new sugar-free tea drinks, with the innate aura of oriental leaves leading the ushers, as well as the strong help of multi-core innovations such as processes, products and brands, will surely become potential explosive products in 2021, help oriental leaves open a new pattern, and bring new development opportunities for the tea market with great potential.
Ten years of sharpening a sword, out of the sheath will be amazing. The farmer's "slow" rhythm is worth savoring.