China's milk tea culture has a long history, milk tea is the daily drink of nomadic people in the north such as Xinjiang, Tibet and other regions, began in the 13th century; and today, it has become a very important way for young consumers to socialize. Shopping, partying, playing, afternoon, staying up late and other scenes can be used with a cup of milk tea to continue life. Milk tea is inexpensive, there is no distinction between rich and poor, no time and space restrictions, and has become a necessity in the social circle of young people.
So what kind of past and present lives does the milk tea that is popular throughout China have? In fact, the milk tea industry has experienced three stages of development in China:
The first stage, the initial period 1990-1995, that is, the powder era of the milk tea industry; at this time, milk tea has no brand, mainly brewed by colorful fruit powders and creamer, which contains neither tea nor milk, and the quality is poor, and the price is 1-3 yuan.
The second stage, the development period of 1995-2015, that is, the street era of the milk tea industry, during which milk tea raw materials were continuously upgraded; milk tea at this time was made of tea residue as the base tea, creamer-based, fresh milk as a supplement, and also with high-power concentrated juice, flavor syrup, etc., with a real tea feeling and milk aroma, and even milk cap products made of fresh milk, light cream, sea rock and cheese and other raw materials. The main brands that emerged at this stage such as Duke Coco, 1 Dian dian, Happy Lemon and so on.
The third stage, the outbreak period since 2015, China's milk tea industry into a new era of tea drinking, more and more local brands gradually rise, breaking the traditional milk tea situation; milk tea is based on high-quality raw materials, the main combination of high-quality freshly brewed tea, fresh milk and fruit, and with the sale of baking products. The product range is more abundant and diverse, the raw materials pay more attention to quality and naturalness, the packaging is more fashionable and exquisite, the process equipment is more professional and advanced, and the taste is more natural and layered, attracting the favor of young consumers. The representative brands of new-style tea drinks are the xi tea, Naixue tea, Lele tea, etc., which are well known to young people today, and they sell not only products, but also services.
In the future, China's milk tea will also develop in a healthier, diversified and fashionable direction, the tea engineer of Chengdu Jiawei Tiancheng Beverage Science and Technology Research Institute analyzed:
1. The new type of milk tea will continue to develop and become market-oriented. Under the guidance of the national tide, the milk tea culture will also be introduced to the international market, promote Chinese culture, and new changes will occur in the production of raw materials and processes.
2, health, nutrition into the mainstream. With the continuous improvement of people's healthy consumption concepts and living standards, consumers' quality requirements for products are getting higher and higher, so healthy, nutritious and natural drinks are more and more favored by consumers; therefore, the health of milk tea drinks also indicates that the industry will develop in a more high-end direction, and the quality of raw materials, production processes, services and other aspects will be further improved.
3. Product innovation. There are many brands in the milk tea industry, and the homogenization of products is serious, so product innovation that highlights unique characteristics and charm has become the key to the brand's excellence in the market.
4. Internet +. In the context of the new media era, the Internet economy is becoming more and more developed, so it is quite important to make full use of new media marketing to promote their own products.
As a domestic professional beverage research and development institution, Chengdu Jiawei Tiancheng Beverage Technology Research Institute provides overall program services with beverage formula research and development as the core, in addition to customizing the development of traditional industrialized drinks, it can also professionally customize tea drink sharp knife products, catering menu customization and other products; it will be able to develop products that satisfy consumers with a professional, quality and innovative attitude.