The popularity of Bawang Tea Ji was initially due to its national style packaging and the national style elements in the store. At the same time, after a number of high-end tea drinks represented by Hey Tea and Nai Xue took the lead, many tea brands on the market are based on fruit tea as the main category, while Bawang Tea Ji is just "one body anti-bone" only does milk tea category, creating a product cognition of "original leaf tea + fresh milk", and taking the strategic route of classic large single products, and does not pursue a large number of new products.
Recently, Bawang Chaji announced the opening of its first sign language store in the world, located in Hangzhou Gaode Landmark Plaza. According to reports, sign language signs, handwriting boards and hand-held menu signs are set up in the store to facilitate barrier-free communication.
Analysis of the new tea industry
From the perspective of urban lines, with the saturation of the market in first-tier cities, more and more new tea brands have basically completed their layout in third- and fourth-tier cities, and the market tends to be "mature" and will further develop the sinking market. According to Meituan data, tea orders are currently mainly concentrated in the new first-tier markets, but the proportion of orders in the sinking market has increased from 15.9% in 2020 to 20.6% in 2022, becoming the only market that has seen an increase in order volume for three consecutive years.
Analysis of the development of the new tea beverage market in some regions
Consumer groups and brand preferences in different cities will vary depending on regional characteristics and brand regional layout. According to Meituan data, 55% of the post-90s new tea consumers in Guangzhou account for all age groups, and the brand with the largest market order volume is Mixue Bingcheng.
Meituan data shows that in Shanghai, the post-90s generation is still the main consumer force in the new tea drink market, accounting for 46%, but the consumption power of the post-80s generation should not be underestimated (accounting for about 34%), while the consumption proportion of the post-70s and post-00s is very close, divided into 8.7% and 9.3%, which shows that in Shanghai, the acceptance of new tea drinks by older age groups is relatively high. In addition, the No. 1 brand in Shanghai in terms of order volume in 2022 is 7 Fentian, and Mixue Bingcheng ranks eighth.
Xiong Yuning, an associate professor at the School of Economics of Xihua University, believes that the current new tea beverage industry has entered the 3.0 era, and consumers are more pursuing taste innovation and healthy nutrition.
Xiong Yuning believes that the key lies in finding a balance between health and deliciousness. In her view, as "health" has become a key word influencing consumption decisions, tea brands need to answer the new needs of consumers from the "product level" and "psychological level", so as to transform from "good to drink" to "good to drink, look good and healthy".
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For more research and analysis of this industry, please refer to the "2023-2028 Market Prospect and Investment Strategic Planning Analysis Report of China's New Tea Industry" by Qianzhan Industry Research Institute
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