The increasingly fierce competition in the tea beverage track has attracted a new player, traditional Chinese medicine companies. Goji berry coffee, ejiao milk tea...... Traditional Chinese medicine tea enterprises are constantly moving.
Recently, Sinopharm Group and Guangdong Yifang Pharmaceutical Co., Ltd., which specializes in herbal tea, opened its first store in Beijing.
Industry insiders believe that traditional Chinese medicine companies have certain professional advantages in tea drinking, but there is no obvious advantage in the current fiercely competitive tea industry.
Yifang Four Seasons opened its first store in Beijing
Recently, Sinopharm Group and Guangdong Yifang Pharmaceutical Co., Ltd., which mainly focus on herbal tea, opened its first store in Beijing. Yifang Four Seasons advocates the concept of "originating from materia medica, incorporating medicine in food, and adapting measures to the times", combining traditional Chinese medicine culture with tea, and has developed more than 40 light tea drinks.
The reporter of Dahe Finance Cube saw from the order applet that the single products on sale include Poria cocos custard, small hanging pear soup, fat sea autumn pear tea, stay up late first aid tea, red wolfberry Shu Gan drink, etc., the price is mostly 15 yuan ~ 20 yuan, compared with the traditional milk tea shop The price is expensive, in addition, the store also sells American ginseng, dendrobium, notoginseng, salvia, hawthorn, astragalus and other light nutrients.
On April 10, a reporter from Dahe Finance Cube came to visit the first store of Yifang Four Seasons in Beijing. Approaching the end of work, the Dahe Finance Cube reporter saw at the scene that two consumers were dining in the store until they left, and no new consumers patronized. Compared with Luckin Coffee next door, which has always had more than 5 customers, the popularity of One Four Seasons is obviously insufficient.
A clerk at One Four Seasons told a reporter from Dahe Finance Cube: "The store has just opened, and its popularity is average, and the more popular one is Poria cocos mango panna cotta. ”
What do consumers think of tea drinks with traditional Chinese medicine ingredients? The reporter randomly interviewed several consumers on the spot. Ms. Tian said: "For the sake of good health, I usually drink healthy drinks, but I don't choose traditional Chinese medicine flavors when drinking milk tea. ”
"The weather in Beijing is very different from the weather in Guangdong, Guangdong has the habit of drinking herbal tea, and there may be a market for traditional Chinese medicine tea in the local area, but it will not be drunk in Beijing. Ms. He believes, "One Four Seasons is not attractive to me, so it is better to drink Luckin." ”
The reporter of Dahe Finance Cube tasted two popular products on the spot, Xiaojiao pear soup and Poria cocos mango panna cotta. The reporter believes that as a local specialty drink in Beijing, the taste of the products of the "outsiders" is not as good as that of the local brands in Beijing, and the taste of Poria mango custard is better.
It is worth noting that cross-border tea drinks are not uncommon for traditional Chinese medicine enterprises, and tea has become an important direction for the diversification of traditional Chinese medicine enterprises in recent years.
In 2019, Tong Ren Tang launched a new retail brand "Zhima Health", launching a series of "health coffees" such as wolfberry latte, motherwort rose latte, cinnamon cappuccino, and monk fruit American, while Dong'e Ejiao co-branded with Nai Xue's tea to launch "Nai Xue Dong Ejiao Milk Tea", and Baitasi Pharmacy, a subsidiary of Fosun Pharma, launched a new brand "Yao Coffee" at Fucheng Store in Xicheng District, Beijing.
Industry: Traditional Chinese medicine companies make tea, and the advantages are not obvious
According to industry insiders, the current competition in tea drinks is fierce, and traditional Chinese medicine companies have certain advantages in the tea industry, but the advantages are not obvious, and whether they can achieve good income performance still needs market feedback.
"The advantages and disadvantages faced by traditional Chinese medicine companies involved in the tea industry are quite obvious. Zhang Yi, CEO of iiMedia Consulting, told Dahe Finance Cube, "First of all, the market competition is extremely fierce, and there is a general involution phenomenon within the emerging tea industry, followed by price wars, marketing wars and channel wars. These challenges are inevitable. In addition, the problem of product homogenization is also quite serious, especially the phenomenon of imitation homogenization competition between popular products among brands. This is a significant problem facing the industry right now. ”
"In terms of advantages, the appeal of products such as wolfberry lattes is that they skillfully combine traditional Chinese medicine elements with modern popular tea drinking habits, thus meeting consumers' needs for health and trendy taste. At the same time, the addition of time-honored brands such as Tong Ren Tang has further enhanced the trust and recognition of the products. Goji Berry Latte has successfully attracted consumers of all ages, including young and middle-aged and elderly people, through the spread of social media. Zhang Yi said.
Zhu Danpeng, an analyst of China's food industry, told Dahe Finance Cube: "I am not optimistic about the development prospects of traditional Chinese medicine companies in the tea track. ”
"In terms of advantages, the endorsement of professionalism and rigor in the tea products launched by traditional Chinese medicine companies is mainly reflected in the hardware equipment in the formula and production process. In addition, traditional Chinese medicine companies do not have obvious advantages in the tea business, and enterprises are more to create a second growth curve and increase revenue. ”
责编:史健 | 审校:陈筱娟 | 审核:李震 | 监审:万军伟