Tea has become one of the most important ways of life and leisure for consumers in the city.
According to the "2021 New Tea Beverage Research Report" released by the China Chain Store & Franchise Association, the scale of new tea stores in China has reached 378,000, accounting for 65.5% of the total size of ready-made beverage stores. Public data shows that the consumption amount of the ready-made tea market in 2021 increased by 150% over the previous year, far exceeding the compound annual growth rate of 20% to 30% expected by the industry.
Heytea is the most important brand in the process of rapid growth of the tea market in recent years. In 2012, it created a new tea drinking track that emphasizes the concept of real milk, real tea, real fruit and other products, and has also continuously introduced new product concepts in the past decade of development, becoming an iconic lifestyle brand among young people of this generation. In the process of continuously expanding the products and brands of Heytea with its store space in China's cities, it has fully exchanged information with these cities, and has also become a typical aspect of the growth of urban consumption power and the iterative upgrading of consumption scenarios.
CBN New First Tier Cities Research Institute and Heytea, based on Heytea's stores and related information, focused on 19 first-tier cities and new first-tier cities, and launched the research and analysis of "Tea and City: Heytea • Urban Consumption Report", trying to depict the development trend of emerging consumption formats in Chinese cities and the differences in consumption personality between different cities.
Tea in the city: Hey tea coexists with the new consumption format of the city
Tea has become the main format of new consumption in the city
In the urban non-dinner consumption period, tea has become the main format of the catering industry.
From the perspective of non-restaurant formats, tea stores occupy an absolutely dominant position: except for Shanghai and Chongqing, the proportion of tea stores in all key business districts is more than 40%, which is significantly higher than that of coffee shops, of which tea shops in Dongguan account for 62.17%.
Only in Shanghai, the city with the most cafes in the world, the number of cafes in key business districts exceeds that of tea stores, but the absolute size of the two is also almost equal.
【Figure 1 Proportion of tea drinking formats in the city's head business district】
From the perspective of scale and quantity, tea stores have found a clear sense of existence in the key business districts where the new consumption scenes and trends collide in these first-tier and new first-tier cities, and constitute an important format of new urban consumption.
Use the HeyTea Index to measure the vitality of urban consumption
Among the many tea brands, Heytea is undoubtedly more iconic.
We can even use the "Heytea Index" to participate in measuring the consumption vitality of a city - if the number of Heytea stores per million people in a city is set as the "Heytea Index", the higher the index that measures the density of Heytea stores, which also means that the customer base in the city that can support such new consumption formats is also more active.
Among the cities, the First-tier Cities ranked in the top four in the Xicha Index, of which Shenzhen has the richest Heytea resources, with as many as 6.15 Xicha stores per million people. Outside the first-tier cities, the Hangzhou Xicha Index with 37 stores reached 3.10/million people, which is very close to the 3.11/million people in Beijing.
【Figure 2: Heytea Index】
Compared with the urban business attractiveness index released by the New First-tier City Research Institute, the Heytea index and the comprehensive commercial attractiveness performance of various cities are basically positively correlated.
However, for a brand that is still growing rapidly, there is still a lot of room for change in the heytea index in the future .
Heytea is an important component of the city's commercial ecology
For cities, important business districts are often the highlands where people flow and consumption are concentrated, and examining the formats and store layouts of the core nodes of consumption in these cities is of great significance to understanding the characteristics and trend changes of urban consumption. For brands, what has the same value as the number of stores is the distribution of the location of stores: it reflects a brand's judgment and synchronization of urban commercial hotspots.
To a certain extent, Heytea has become the "standard" of the city's new commercial body.
Taking Shanghai as an example, most of the popular new business districts with new commercial projects opening in 2021 already have Heytea stores. At the same time, in wuhan, Xi'an, Chongqing and other new first-tier cities where Heytea entered relatively late, the new stores of Heytea and the expansion of the new commercial space in the city are also highly synchronized.
In particular, Wuhan has added 5 new Heytea stores in the past year, of which 4 are located in the new commercial body, and the synchronization rate between the new heytea store and the new commercial body is as high as 80%.
【Figure 3-1: Synchronization rate between new stores and new business districts】
In cities where Heytea entered earlier and had more stores, its new store strategy has gone beyond newly opened shopping malls - Heytea is expanding its new stores to more diversified spaces such as traditional commercial renewal projects, community commercial bodies, office spaces, and public service spaces.
In the past year, 28.57% of the 21 new Heytea stores in Shanghai were distributed in traditional commercial renewal projects, and 14.29% were expanded to community commercial bodies. In Hangzhou, 20% of the new Heytea stores are opened in office buildings, parks and other office spaces. At the same time, Heytea has also entered the airport terminals of many cities, providing a cup of inspiration for more people on the road.
【Figure 3-2: Expansion space distribution of new heytea stores in Shanghai and Hangzhou】
The circle of friends of the new consumer brand, who is around Heytea
Compared with the previous shopping-based business formats, urban commercial complexes have experienced drastic changes in formats in recent years, resulting in many new pictures of urban consumption. In addition to Xicha, who frequently appears in these scenes, there are also its "good friends".
Looking at the existing Heytea stores, we found that Super Orangutan Fitness, Bubble Mart Store, Sisyphus Bookstore and New Energy Vehicle Experience Store all appeared frequently with Heytea. As of November 2021, more than half of the Bubble Mart stores in 19 cities are located around Heytea. At the same time, you can find one or more new energy vehicle experience stores around nearly 40% of Xicha stores.
Like Heytea, these brands and formats are also favored by young urban consumers, and together they constitute a new consumption ecosystem covering core consumption areas such as casual catering, sports, entertainment, culture and travel. Here, we define them as the "symbiotic format" of heytea.
We try to visualize these ecosystems and carry out quantitative analysis: First, with Heytea as the center, observe the distribution of brand stores within 200 meters of its surroundings, and define the units that appear simultaneously with at least one symbiotic format of Heytea as a "new consumption ecosystem" in the city. Then, according to the richness of the format, the new consumption ecosystem is divided into 1 to 4 levels in turn.
Among them, the level 1 new consumption ecosystem refers to the space where only one type of symbiotic formats appears except for heytea, and the level 4 new consumption ecosystem gathers the space of heyte tea and all four types of symbiotic formats.
【Figure 4-1: Schematic diagram of the new consumption ecosystem: Level 1 and Level 4】
Based on the above rules, we sorted out the total number and categories of new consumption ecosystems in the city as a whole, so as to measure the new consumption development level of the city.
The results show that the advantages of the development of new consumption ecology in Shanghai, Shenzhen and Beijing are very obvious: the three cities not only open up the gap with other cities in terms of the total number of ecosystems, but also have two types of high-quality ecosystems, grade and level, which are also significantly more than other cities.
It should be pointed out here that among the cities, there are only 5 new consumption ecosystems of Level 4, distributed in Shanghai, Shenzhen, Beijing and Chengdu. Shenzhen has two new consumption ecosystems, located at Raffles City And Bonjour Place, both of which have focused on young consumer space in recent years in terms of investment promotion and adjustment.
【Figure 4-2: Development of new consumption ecosystems in various cities】
Tea City: The preference for tea reflects different urban consumption personalities
Ordering methods, tea selection, taste customization... A cup of xi tea can extend countless consumption scenarios. After bringing together and superimposing various consumption scenes in the city, we found some clues that depict the consumption characteristics of different cities.
Regarding drinking Hi Tea, each city has its own "posture"
We selected data from dimensions such as product preference, tea tasting diversity, health attitude, willingness to share, in-store preference and tea tasting time concentration, set 9 consumer behavior indicators from different angles, and tried to classify 19 first-tier and new first-tier cities by consumer preferences.
Before operating the classification actions in detail, let's first look at the characteristics of tea preferences presented by different cities in each specific data dimension.
Succulent grapes effectively solve the taste "north-south dispute"
In terms of preferences for Heytea products, the tastes of all cities have reached an unprecedented consistency: the best-selling items in 19 cities are all succulent grapes, and the second and third best-selling items in all cities are succulent mango manna and shiba raspberry. However, products such as Heytea's 2021 succulent green tip are also very eye-catching after they are launched, and precipitated on the best-selling list.
Pearl River Delta & Yangtze River Delta: Haina Baichuan style tea drinking
As one of the signature categories of Heytea, in various cities, Heytea's fruit tea made of fresh fruit is the most popular category.
Five cities, Xi'an, Zhengzhou, Changsha, Wuhan and Beijing, are particularly fond of fruit tea, and almost all of the top 10 drinks in these cities are fruit tea. In contrast, in addition to the mainstream fruit tea in Guangzhou, Dongguan, Shenzhen and Foshan in the Pearl River Delta region, more people choose non-fruit tea categories such as cheese tea and pure tea, and the tea consumption is more diversified.
In order to quantify the differences in the diversity of tea tasting in cities, we calculated the diversity index of tea sales in each city based on the proportion of 16 kinds of hey tea products in each city. The analysis also shows that the top 5 cities with the most diversified tea consumption are Guangzhou, Foshan, Shenzhen, Ningbo and Shanghai – the Pearl River Delta and Yangtze River Delta cities have developed economies, large floating populations and stronger consumption diversity.
【Figure 5: Fruit tea preferences in typical cities】
The new people in the package mail area are set up: drink tea to be free of sugar
Heytea offers different degrees of options for sugar, cheese, etc. in drinks, which consumers can customize according to their own tastes at the time of order. Therefore, the choice of sugar in the tea order intuitively reflects people's sweet taste preferences, and to a certain extent, reflects the health attitude of urban consumer groups.
We looked at the proportion of different sugar choices in the orders of various cities and found an interesting phenomenon: there are traditional sweet-loving package areas, but they show the greatest determination to maintain health.
Shanghai, Ningbo and Hangzhou are the three cities with the most restrained sugar selection among the 19 cities. Especially in Shanghai, more than half of the orders choose to reduce sugar or sugar to varying degrees, of which sugar-free orders account for 18.88% of the total orders. Compared with the sugar-free ratio of less than 12% in Guangzhou-Shenzhen and less than 10% in Dongguan, the health attitude of the people in the baotou area is particularly clear.
【Figure 6: People in Baoyou District love health care】
There is no social fear in front of the single: Heytea has become a social way for urban people
Spelling is a "new posture" for drinking tea that has gradually emerged in recent years, which provides a more convenient channel for placing orders for many social scenes such as three or five friends gatherings and afternoon tea for company people. To some extent, the scale of single consumption reflects the social sharing preferences of urban consumers; the size of the single circle layer can measure the scale of the city's social circle.
In the past year, spelling out has been popular mainly in head cities. The first-tier cities have covered all the orders in the city. In addition to them, Hangzhou and Foshan are the more enthusiastic cities in the new first-tier cities.
【Figure 7: Consumers in first-tier cities prefer to spell orders】
The cities with the highest enthusiasm for singles are also cities that are quite attractive to young people. According to the calculation of the proportion of spelling orders with different numbers of participants, we also found that the amount of urban spelling orders and its average number of spelling orders are generally positively correlated: the more cities with single spelling, the single order
In the fast-paced life, sit down for a cup of tea and take a nap and inspiration will come
Overall, although takeaway occupies the table of fast-paced urban people, the main position of drinking is still in the store. Wechat.
In addition to Cantonese people, Chengdu people will also "three o'clock a few, drink tea first"
The peak time of ordering xi tea can reflect the rhythm of a city's life in a certain sense.
In terms of the common performance of the city, the period between 1 pm and 3 pm after lunch is the peak tea order time - of which 15 cities have concentrated the peak of weekday tea sales in this period, and the peak of weekend tea drinking in 14 cities is during this period.
Further calculating the ratio of peak hour sales to average sales, we found that the people who like to drink tea the most are Cantonese and Chengdu people: Shenzhen, Guangzhou, Foshan, Dongguan and Chengdu are the five cities with the highest concentration of tea consumption time, and their peak hour order volume is more than double the average hourly single volume.
【Figure 8: The peak of tea tasting in each city is concentrated in the post-lunch period】
Six kinds of city tea personality, which one of your city
From the interaction between the city and Xicha, we have been able to see the differences in the consumption personality of different cities from different sides. In order to more comprehensively describe the characteristic preferences between cities, here we introduce the algorithm of cluster analysis. This model can automatically classify cities with closer preferences based on similarities and differences between the various indicator data.
After bringing in 9 indicator data such as product preference, tea tasting diversity, health attitude, sharing willingness, in-store preference and tea tasting time concentration, we got 6 types of cities:
Figure 9: City Classification Results
Beijing and Shanghai: Two first-tier cities, online ordering and spelling are more active, the sharing circle is large enough, and the types of tea tasting are more diverse, which belong to cities that both efficiency and sharing.
Guangzhou, Shenzhen, Foshan and Dongguan: Including all the Pearl River Delta cities in the 19 cities, tea tasting taste is particularly diverse, less sensitive to sugar reduction and health, the same emphasis on efficiency and sharing, tea drinking time is very concentrated.
【Buddhist leisure type】Chengdu and Chongqing: The weekend tea tasting atmosphere in Chengdu and Chongqing Twin Cities is strong, and there is also a positive health attitude, and other indicators are at the midstream level.
Hangzhou, Suzhou, Nanjing, Ningbo, Wuhan: The new first-tier cities in Wuhan and the Yangtze River Delta are classified as one, with high health enthusiasm, strong consumption power, relatively active spelling and a large sharing circle.
Xi'an, Changsha, Zhengzhou: Keen on higher-value products, he favors the classic fresh fruit tea drinks of Xicha.
Tianjin, Qingdao, Shenyang: Heytea stationed in the time is not too long, more willing to punch in the Heytea store, the preference for in-store consumption is higher, the same preference for the classic products of Heytea, the demand for multi-sample tea is not prominent.
The clustering results of the data indicators are consistent with our general understanding of the regional attributes of cities – cities from the same region always have more similar consumption preferences.
At the same time, the city's commercial energy level and the stationing time of Heytea also affect the attitude of urban people to Heytea to a certain extent: in those cities where Heytea has not yet been fully rolled out, people's attitude towards Heytea is more like a friend who meets for the first time, first familiar with its most prominent characteristics and products, and then slowly integrate it into life.
You can see the results in the cities with the largest number and density of Heytea stores: in just a few years, a city's consumption concept, consumption patterns and spatial carriers of consumption will undergo new changes. This is the interaction between tea and the city, and also the interaction between tea and people.