NCBD (Dining Treasure), a catering big data research and certification agency, recently released the "2023-2024 Annual Development Report of China's Tea Industry", with a total of 70 pages, including ten major events, store data, financing lists, customer unit price comparison, franchise insights, typical cases, development trends, etc.
First, the top ten events in the industry
1. Tea companies collectively seek to go public
Up to now, Tea Baidao, Mixue Bingcheng, Gu Ming and Shanghai Auntie have all submitted prospectuses. In March 2024, Chabaidao officially passed the listing hearing of the Hong Kong Stock Exchange and is expected to become the "second share of tea drinks". In addition, Bawang Chaji has recently been rumored to be listed in the United States again, and Chayan Yuese has also been rumored many times that she is about to IPO in Hong Kong. Analysts believe that the competition in the tea industry is extremely fierce, and now is the best window period for tea companies to go public. In the future, tea will surpass lo-mei cooked food and is expected to become the category with the most listed companies in the catering industry.
2. Heytea announced the formula
In October 2023, Heytea successively disclosed the formula raw materials, nutrition facts list and traceability information of the raw materials used, so that consumers can clearly see the ingredients and calories consumed by each product, and truly achieve clear consumption. This means that Heytea has broken some conventions in the industry and taken the lead in realizing the transparency of the ingredients of freshly made tea, and the tea beverage industry with extremely serious involution will also usher in a new round of quality upgrades. Analysts of Meal Treasure believe that Heytea dares to announce the formula, more out of confidence in its own strength.
3. Naixue is open to joining
In July 2023, Nai Xue's tea will officially open to join and launch the "Partner Program". In February 2024, Nayuki's tea will significantly reduce the investment budget for a single store. Some analysts believe that the investment threshold is too high to affect Naixue's expansion plan, and lowering the investment budget will help Naixue attract franchisees. In addition, in April 2023, Naixue's Lele Tea also opened its franchise business. Analysts believe that the main reason for the opening of Nai Xue's tea and Lele tea is the pressure brought by the rapid expansion of its old rival Heytea.
4, the overlord tea Ji entered Changsha
In December 2023, Bawang Chaji will enter Changsha again, and the three stores will be put into trial operation at the same time. Judging from the on-site performance of the opening, the performance of Bawang Chaji is very eye-catching. In recent years, with the growth of the store scale, the brand awareness and influence of Bawang Chaji have also increased significantly. Dian Baodian analysts believe that Changsha is the base of the national style tea brand Chayan Yuese, and Bawang Chaji's entry into the base camp of Chayan Yuese reflects its confidence in its own strength, and it may also "stimulate" Chayan Yuese to make some changes.
5. Tea and beauty have been on the hot search many times
In 2023, Chayan Yuese will be on the hot search many times due to queuing problems. Many consumers said on social platforms that the local Chayan Yuese store has to be written off again after ordering, which is equivalent to queuing twice. In this regard, netizens have complained, thinking that this "penalty station" way of picking up meals is unreasonable and not humane enough. Some netizens questioned that Chayan Yuese's move was to create an atmosphere of queuing, and the experience was very bad. In addition, the tea is also on the hot search because "only half a cup of milk tea is left for half an hour".
6. Jasmine yogurt is in controversy
In 2023, Mo Yogurt will be mired in controversy because the product is suspected of having non-dairy creamer, and it will also be called a "yogurt assassin" by netizens because of its high price. In August 2023, Mo Yogurt announced that all yogurt shake products in stores nationwide will be upgraded to a new version of the milk base. The milk base is non-dairy creamer, hydrogenation-free, and contains no artificial trans fatty acids. In March 2024, the Shanghai Municipal Consumer Protection Commission named Mo Yogurt and questioned the ingredients of its mango yogurt shake. In 2023, Mo Yogurt received investment from Junlebao.
7. Fu Xiaotao closed the store
In January 2024, it was reported that the once popular tea brand "Fushimi Momoyama" collapsed after changing its name to "Fushiko Momo". Up to now, Fu Xiaotao has less than 30 stores. In September 2021, Fushimi Momoyama issued a statement that it would officially change its name to "Fushimi Momoyama", because some netizens previously posted on social media that Fushimi Momoyama Mausoleum is the mausoleum of Emperor Meiji of Japan.
8. A number of enterprises have set up new tea public welfare funds
In August 2023, the inauguration ceremony of the "New Tea Beverage Public Welfare Fund", jointly established by nine new tea brands, including Heytea, Chabaidao, Gu Ming, Mixue Bingcheng and Chayan Yuese, was held at the China Rural Development Foundation. According to reports, the "New Tea Drink Public Welfare Fund" has an initial fundraising scale of tens of millions of yuan, and will focus on rural revitalization and industrial assistance in underdeveloped areas in the future, feed upstream agriculture through the new tea beverage industry chain, and take into account student assistance and major disaster relief.
9. A yogurt cow is sold
In November 2023, New Dairy announced that it planned to transfer its 45% stake in a yogurt cow to Grassroots Zhiben for a consideration of 148.5 million yuan. In 2021, New Dairy acquired a 60% stake in a yogurt cow for 231 million. In this transaction, the overall valuation of a yogurt cow was reduced by 14.3%. According to the announcement of New Dairy, a yogurt cow will have a revenue of 230 million yuan and a net loss of 4.16 million yuan in the first three quarters of 2023, and a revenue of 220 million yuan and a net loss of 9.92 million yuan in 2022. Analysts at Meal Treasure believe that New Dairy sells a yogurt cow to get rid of the "burden".
10. Some tea brands roll up to the night
Starting from 2023, some tea companies will begin to explore 24-hour operation. At present, many stores of brands such as Hey Tea and Bawang Tea Ji have achieved 24-hour operation. Heytea said that the 24-hour operation in some stores is mainly a necessary response to consumer demand. Heytea has previously noticed that more than 100,000 people click on the Heytea GO mini program during non-business hours every day, which may have considerable consumer demand. Heytea has launched a 24-hour store, which can not only meet these consumers who want to drink Heytea at night, but also bring them warm companionship at night.
Second, the development of the industry
1. In 2023, the revenue of China's catering industry will reach 5,289 billion yuan, a year-on-year increase of 20.4%, which is also the first time that the revenue of China's catering market will exceed the 5 trillion yuan mark, reaching the highest level in history
2. In 2023, the market size of new Chinese tea drinks will reach 193.3 billion yuan, an increase of 15.7% year-on-year, and it is expected that by 2025, the market size of new Chinese tea drinks will approach 250 billion yuan
3. In the catering industry, tea is a category with the highest chain rate, and in 2023, the chain rate of China's tea industry will be as high as 49.1%, and it is expected to reach 51.6% by 2024, and the living space of independent tea shops will be further compressed
4. In 2023, the number of milk tea-related catering enterprises will reach 52,000, and some brands will close their stores on a large scale and gradually withdraw from the market
5. In 2023, the number of tea beverage enterprises will be 52,000, and 32,000 will be revoked;
6. As of the end of March this year, Guangzhou is still the city with the most tea stores, in 2021, there are five cities (Guangzhou, Shenzhen, Shanghai, Dongguan, Chengdu) with more than 10,000 tea stores, and in 2024, only Guangzhou remains; in addition, the number of stores in Foshan surpasses Chengdu, ranking fifth
7. From the perspective of the 15 cities monitored by the Dining Treasure Book, the number of tea stores in 2024 will decrease by an average of 1,457.9 compared with 2021, of which the number of stores in Shenzhen, Shanghai, Dongguan and other places will decrease by more than 2,000, and the number of tea stores in many cities has been saturated or even surplus
8. Financing list of tea beverage enterprises from 2023 to 2024
9. Comparison of tea beverage companies to be listed
From the perspective of the number of stores, Mixue Bingcheng is outstanding, and the gap between Gu Ming and Tea Baidao is relatively stable, with a gap of about 1,000 stores, and from the perspective of store opening, Mixue Bingcheng will open more than 5,500 new stores in 2023, followed by Shanghai Auntie and Gu Ming
From the perspective of store distribution, the stores of tea beverage companies to be listed are mainly distributed in third- and fourth-tier cities, of which the stores in the third- and fourth-tier cities of Mixue Bingcheng and Guming account for as much as 44%, and the proportion of stores in the first- and second-tier cities of Tea Baidao is significantly higher than that of other brands
From the perspective of revenue and profit, Mixue Bingcheng is significantly ahead of several other brands by virtue of its scale advantage, and the gap between Shanghai Auntie and several other brands is more obvious
10. Judging from the changes in the stores of major tea beverage companies from 2022 to 2024, the fast-growing brands include: Mixue Bingcheng, Shanghai Auntie, Bawang Tea Ji, Gu Ming, Tea Baidao and Hey Tea;
11. In 2023, the five brands with the most stores are: Mixue Bingcheng, Tianlala, Shanghai Auntie, Gu Ming and Hey Tea, followed by Bawang Tea Ji with a strong momentum
12. From the point of view of the unit price of the main brands, the unit price of the vast majority of tea brands is between 10-25 yuan, which is the current mainstream; in the first echelon (the unit price is around 30 yuan), the more well-known brands are handmade by grandma; in the second echelon (the unit price is 16-25 yuan), the price of jasmine yogurt and mixed juice is higher
13. From 2021 to 2024, the three major brands of Lele Tea, Nai Xue's Tea, and Hey Tea have dropped the most, with an overall decline of more than 10 yuan, and have entered the second echelon from the first echelon; Overall, among the more than 50 tea brands monitored by the Dining Treasure Book, 56% of the brands have reduced prices to varying degrees
14. Among the brands that focus on national style tea drinks, Bawang Chaji currently has the most stores and the fastest store opening speed; followed by Tea Talk, which has also been deployed in many provinces and cities; Tea Li Yishi, located in Guangdong, has gradually expanded out of Guangdong and began to expand to other places; Tea Yan Yuese has ushered in a number of powerful opponents
15. Among the complaints encountered by tea enterprises, 19.8% are service-related, 13.9% of the complaints are about foreign bodies drunk in tea, which is a high proportion and worthy of vigilance, 13.0% of the problems are related to products, and 7.8% of the complaints are related to the use of vouchers/coupons
16. Judging from the comparison of the catering categories that catering entrepreneurs most want to do in the past two years, 34.3% of entrepreneurs are more interested in tea drinks in 2022, and this proportion will drop to 29.1% in 2023;
17. The tea beverage industry has entered the era of full franchise
In the past two years, many well-known brands such as Hey Tea, Nai Xue's Tea and Lele Tea have opened up to join, which is due to several reasons:
- First, at present, China's catering industry is developing in the direction of chaining, and the chain rate is constantly improving, and the franchise model plays an extremely important role in promoting the chain development of catering;
- Second, the tea industry model is lighter and has a higher degree of standardization, so it is more suitable for franchise chains than other formats;
- Third, under the impact of the epidemic, the catering industry has gradually realized the advantages of the franchise model, and for tea brands, franchise can not only quickly increase the scale, but also reduce risks and ease the financial pressure of enterprises;
- Fourth, the tea industry has already entered the stage of stock competition, and brands without scale advantages will be under increasing pressure in the future, and even eliminated by the market, and the fastest way to improve the scale is to open up to join;
- Fifth, Heytea and other head tea brands are open to joining, which has an obvious demonstration effect.
18. Tea brands started a war to grab people
- Heytea: In the first quarter of 2024, the new cooperation fee will be waived, and if the contract is signed and opened in the first half of 2024, the partner will receive a decoration subsidy of 66,000 yuan for every 3 stores opened, and the stores that have been open for one month during the whole year of 2024 (including last year's opening) will receive a performance guarantee subsidy for the stores that meet the relevant standards in the same month.
- Nai Xue's tea: The investment in a single store will be reduced to 580,000 yuan, and the marketing subsidy will be 60,000 yuan (signed in the first half of 2024).
- Shuyi burned fairy grass: 0 brand fee, 0 cooperation fee and 0 service fee, and the total budget of the city store was reduced from 190,000 yuan to 137,000 yuan.
- Aunt Shanghai: The franchise fee is paid in installments.
- Gu Ming: From March 29, 2024, the "0 franchise fee" policy will be implemented in the first year of signing, and only part of the franchise fee will be charged in the second year, and the remaining part will be charged in the third year, aiming to allow franchisees to "make money first and pay later" in the process of starting a business and achieve benefit sharing. The contract for the newly opened store is valid for 3 years and will be renewed from the 4th year onwards.
- Tea Baidao: From February to May 2024, according to the signing situation, the new franchise partners can be reduced by 4~270,000 yuan in total, and the old franchise partners can be reduced by 9~180,000 yuan; Store GMV contribution, can apply for a rebate ranging from 2% ~ 5% of the total annual purchase of materials.
3. Analysis of typical enterprises
1. Hey Tea
Start the hurricane: In November 2022, Heytea officially opened to join, and since then it has begun to expand rapidly. As of the end of March this year, the number of Heytea stores has approached 3,500, and nearly 2,400 new stores will be opened in 2023. Among them, 2,300 new business partner stores (franchise stores) were opened. After the opening of the franchise, Heytea has rapidly promoted the layout of the sinking market, and the number of stores in third- and fourth-tier cities and below has accounted for nearly 40%. Analysts believe that Heytea has great advantages in terms of brand and products, and its rapid expansion and sinking will cause great pressure on some brands with weak competitiveness.
Birth of the Tea Workshop: In November 2023, HeyTea officially launched the HeyTea Tea Workshop in Guangzhou. The store focuses on Chinese style, mainly selling milk tea, tea latte and pure tea, etc., with a price of 8-16 yuan. Analysts of Meal Treasure believe that although Heytea Tea Workshop sounds like a teahouse, it is actually not positioned as a teahouse, and its launch of the tea house is more to explore fresh milk tea.
Announced the formula: In October 2023, Heytea broke the industry practice and disclosed the formula raw materials, nutrition facts list and traceability information of the raw materials of the product, so that consumers can clearly see the ingredients and calories ingested in each product. Analysts of Meal Treasure Book believe that some consumers have doubts about whether milk tea is healthy, and Heytea takes the lead in announcing the formula to help eliminate external prejudices, and it will also drive a new round of quality upgrading in the tea industry.
Keen on co-branding: In the tea industry, Heytea is very keen on co-branding, and in 2023, it will be the catering brand with the most co-branding. From the perspective of effect, co-branding can not only drive the sales of offline stores, but also help greatly for brand building. But at the same time, it should be noted that co-branding is a double-edged sword, and it is necessary to be very careful in the selection of co-branded objects, otherwise it may cause controversy. In addition, it is necessary to further strengthen the coordination of franchise stores and the management of co-branded items.
2. Nayuki's tea
First full-year profit: In 2023, Naixue's tea achieved revenue of 5.164 billion, a year-on-year increase of 20.3%, store operating profit of about 829 million, a year-on-year increase of 76.3%, and store operating profit margin of 17.7%, a year-on-year increase of 5.9 percentage points. Among them, the revenue of the ready-made tea business was 4.692 billion, the revenue of bottled beverages was 267 million, and the revenue of the tea retail business exceeded 100 million. This is also the first time that Nayuki's tea has been profitable for the whole year since it was launched in 2021. In 2023, Naixue will open more than 500 new stores, and the total number is currently more than 1,800.
Open franchise: In July 2023, Nai Xue's tea will officially open to franchise and expand to the third and fourth tier sinking markets. By the end of February 2024, the number of franchised stores will exceed 200. Judging from the number of franchise stores, Naixue's franchise business expansion is relatively slow, and there is a large gap with Heytea. This is directly related to the high investment cost of its stores. At the end of February this year, Naixue lowered the investment budget for a single store and lowered the investment threshold to attract franchisees.
Abandon the Taigai: In January 2024, Nai Xue's Tea issued an announcement saying that it would gradually shut down the sub-brand "Taigai". Nai Xue said that considering that Taigai did not create considerable profits for the group in the past, it is expected that all stores of Taigai will be closed in 2024. As of the end of December 2023, there are only 7 stores left in Taigai. Analysts of Dining Treasure Book believe that compared with Nai Xue's tea, the presence of the table cover is not strong, and the difference with Nai Xue in positioning is not obvious, and closing the table cover may help Nai Xue's resources to focus.
Fali Teahouse: At the beginning of 2023, Naixue opened the first Naixue Tea House in Shenzhen. In October of the same year, Nai Xue announced the official launch of the sub-brand "Nai Xue Tea House". Nai Xue said that Nai Xue Tea House will become the main store type of tea retail business, and will be rolled out nationwide in the future. Analysts of Dining Treasure Book believe that there is a big flaw in the Chinese teahouse, the model is not yet mature, and there is a great challenge for Naixue Tea House to be rolled out across the country in the future.
3. Michel Ice City
Sprint to Hong Kong stocks: In January 2024, Mixue Bingcheng submitted a prospectus to the Hong Kong Stock Exchange. As of the end of September 2023, Mixue Bingcheng (including Lucky Coffee) has more than 36,000 stores, including about 4,000 overseas stores. In the first nine months of 2023, Mixue Bingcheng achieved revenue of 15.4 billion yuan, net profit of 2.5 billion yuan, and sold about 5.8 billion cups of drinks. In 2022, Mixue Bingcheng planned to be listed on the A-share market, but it was withdrawn due to changes in the external environment. In addition, under the influence of the price war between Luckin Coffee and Cudi Coffee, the price advantage of Lucky Coffee is not obvious, and the number of stores opened in 2023 is not as good as the previous year.
Local price increases: In March 2024, it was reported that the Shanghai store of Mixue Bingcheng implemented a new pricing plan, and the pricing of some products was increased by 1 yuan. Mixue Bingcheng said that the price adjustment is mainly due to changes in operating costs, comprehensive market environment and other factors, and it is currently in the trial adjustment stage.
Subtraction: At the end of 2023, Henan Audebui Piguet Catering Management Co., Ltd., an affiliated company of Jilatu, underwent industrial and commercial changes, and Mixue Bingcheng Co., Ltd. withdrew from the ranks of shareholders, with a shareholding ratio of about 85.71% before the withdrawal. Analysts believe that the withdrawal of Mixue Bingcheng from Jilatu may be related to the poor performance of Jilatu, and for Mixue Bingcheng that wants to land on the Hong Kong Stock Exchange, it needs a business with stronger certainty. Notably, Mixue Bingcheng also suspended its bottled beverage business.
Filming animation: In August 2023, the first animation "The Snow King Arrives" will be officially launched. The anime features the Snow King as the main character, showing the Snow King's battle of wits and courage with the villain in order to recover his lost scepter. Analysts of Meal Treasure believe that the Snow King IP of Mixue Bingcheng has become a classic case in the catering industry, adding a lot of points to the brand, and there is still a lot of room for imagination in the future for the excavation of the Snow King IP.
4, Overlord Tea Lady
Entering Changsha: In December 2023, Bawang Chaji officially entered Changsha, and the opening activities attracted great attention. It is reported that Bawang Chaji has made full preparations for this entry into Changsha. For example, during the store fence, the "fence guess the poem" activity was launched, and through this lightweight cultural fun activity, Changsha consumers' first impression of the brand was shaped. According to the observation of the Dining Treasure Book, Bawang Chaji's entry into Changsha this time has certain innovations in products, services and space, which is worth learning from other enterprises.
Traveling exhibition with the Forbidden City: In January 2024, the "Tea Culture Space" tour of the Palace Museum Tea World was officially unveiled in more than 20 cities across the country. It is reported that the traveling exhibition was jointly opened by Bawang Chaji and the Palace Museum. With the theme of "Inheritance for a Thousand Years, Spanning Thousands of Miles", the national tour of Bawang Tea Ji's "Tea Culture Space" tells the tea drinking culture of Chinese across thousands of years around the thousand-year-old Chinese tea history context of "boiling, frying, pointing, brewing and extracting", and has won a lot of praise.
Announcing the farewell to non-dairy creamer: In July 2023, Bawang Chaji announced the launch of "Bing Blanc Non-hydrogenated Base Milk" to achieve the product "0 creamer, 0 non-dairy creamer, and 0 hydrogenated vegetable oil". This move not only responds to consumer concerns, but also conforms to the trend of healthy development of the industry. The following month, Bawang Chaji announced the first batch of 6 products in calories and nutrients, and simultaneously launched the "low-burden sugar control zone" on store menus, mini programs, takeaways and other channels. In March this year, Bawang Chaji announced the GI value (glycemic index) of the first batch of 4 products, and added a "low GI" logo to the order channel to provide customers with a more intuitive and scientific basis for beverage selection. The "low GI" label and the "nutritional choice" label complement each other, and jointly build the two major guidance systems of "scientific sugar control" of Bawang Chaji.
Listing in the United States again: In April this year, according to foreign media reports, Bawang Chaji will be listed in the United States as soon as mid-year, raising between 200 million to 300 million US dollars (equivalent to about 1.57 billion to 2.35 billion Hong Kong dollars), and Citibank and Morgan Stanley will be responsible for the listing. In July last year, Bawang Chaji first reported the news of an IPO in the United States.
5. Tea and pleasant color
Base building: In September 2023, the groundbreaking ceremony for the first phase of the R&D and production base of Chayan Yuese was held in Hunan. It is reported that the base is invested and constructed by Hunan Chayue Cultural Industry Development Group Co., Ltd., with a total investment of 520 million yuan and a planned land area of more than 100 acres. The project is expected to be put into trial production in 2025, and the production capacity will cover the supply of core technology raw materials for more than 5,000 stores. In this regard, some analysts believe that this is Chayan Yuese's preparation for joining, but its founder Sun Cuiying denied this, saying that the construction of production and R&D bases, similar to Huawei's "chip plan", is Chayan's long-term investment in the self-development of core technologies in the next one or two decades.
Incubating new brands: In September 2023, Chayan Yuese officially entered the lemon tea track and launched the sub-brand "Goodmo Lemon". Up to now, Chayan Yuese has launched a number of beverage sub-brands, covering tea, coffee, tea houses and lemon tea.
Listing rumors continue: In March 2024, it was reported that CICC and Morgan Stanley had been selected to lead the Hong Kong IPO and aim for a Hong Kong IPO in 2024. This is the third time in half a year that Chayan Yuese has been rumored to be listed. However, the company denied these rumors.
Frequently caught up in controversy: In 2023, there will be constant controversy over tea and beauty, and it has been on the hot search many times due to "queuing problems". Some netizens complained that its order verification system was very unreasonable, it was a "penalty station queuing", and customers were asked to queue twice, which was suspected of deliberately creating a queue. Another netizen reported that there was only half a cup left when the tea was left for half an hour and then drunk, and the customer service of the tea responded that the tea foam would melt and dissipate with time and the hot and cold of the tea.
6. Gu Mo
IPO in Hong Kong: In January 2024, Gu Ming officially submitted a prospectus and sprinted to the Hong Kong Stock Exchange. According to the prospectus, as of December 31, 2023, Gu Ming has 9,001 stores. In 2023, 1.2 billion cups of ready-made beverages will be sold in Gu Ming stores, with a GMV of more than 19.2 billion yuan. At the company level, Gu Ming's revenue increased from 4.384 billion yuan in 2021 to 5.559 billion yuan in 2022. In the first nine months of 2023, Gu Ming achieved revenue of 5.571 billion yuan and profit of 1.045 billion yuan.
From the perspective of franchisees, by the end of 2023, Gu Ming has more than 4,600 franchisees. As of the end of September 2023, among the franchisees who have opened Gu Ming stores for more than two years, each franchisee operates an average of 3.1 stores, and 75% of franchisees operate two or more franchise stores. In 2023, the operating profit of a single store of franchisees will reach 376,000 yuan, and the operating profit margin of a single store will reach 20.2%, which is higher than the industry average.
Joint "Heavenly Official Blessing": In October 2023, the joint event between Gu Ming and "Heavenly Official Blessing" will be launched. Gu Ming has selected 12 stores in 12 cities across the country to create a theme store for the "Heavenly Official Blessing" joint event, as well as more than 100 atmosphere stores and thousands of stamping stores. Gu Ming also specially launched a new light milk tea for this purpose, and a number of other products participated in this joint event. Gu Ming said,The direction of Chinese tea is its exploration based on Chinese cultural self-confidence,And domestic animation is the main gathering area of national style、Painting audience,GuomanIPThe fit with Gu Ming is high。
7. Uncle Qiu's lemon tea
Innovation Achieves Four Explosive Products: With his keen insight into the tea market and continuous innovation, Uncle Qiu has continuously launched a variety of popular tea products for different consumer groups. Among them, the duck feces incense series, the rainforest jasmine series, the Qingshan Beidou series and the Yanyu Longjing series have become Uncle Qiu's four popular products with their unique taste and quality.
The duck feces fragrance series is Uncle Qiu's classic, which has continued to lead the market trend since its launch in 2018. With its unique taste and popular brand image, this product has become a best-selling product in the market for five consecutive years. In 2023, the series has sold more than 10 million cups, and the highest sales in a single store will exceed 220,000 cups. The Rainforest Jasmine series adheres to the R&D concept of "tea is good and naturally fragrant". It is the first in the industry to use "Rainforest Alliance Certified" tea, and has created a series of Rainforest Jasmine products, which have won the love and recognition of consumers. The Tsingshan Beidou series is inspired by the aesthetics of the national style, and has achieved good results in the market at the beginning of its launch.
Patented cup design: As early as 2019, Uncle Qiu originally designed a condensate sink drink cup with his keen market insight and strong innovation ability, and won the double authoritative certification of utility model patent and appearance patent, which caused a warm response in the market. The edged walls of the patented drink cup are a highlight. By changing the shape of the cup wall, Uncle Qiu solves the problem of condensation in the drink, and completely eliminates the problem of wet hands and ice hands when users drink freely. This design not only has a simple and fashionable appearance, but also has both practicality and comfort, which greatly enhances the user's drinking experience.
In addition, Uncle Qiu's patent cup also abandons the traditional cup sleeve design, and directly creates creative products on the cup film, which not only reduces unnecessary packaging materials, but also perfectly integrates brand characteristics and environmental protection concepts, showing Uncle Qiu's dual pursuit of environmental protection and innovation.
Fourth, industry trend insight
1. The tea industry may usher in a major reshuffle
At present, the chain rate of China's tea industry has been close to 50%, and this data will continue to increase in the future, which means that the living space of independent tea shops will continue to be compressed, and some brands with weak brand power and no competitive advantage will also be under increasing pressure. At the same time, some older tea brands lack competitiveness in their products, lack of marketing power, and the gap between them and other cutting-edge brands and head brands is getting bigger and bigger, and their store scale will gradually shrink or even disappear. The market share of the leading brands will continue to increase, and scale will become the biggest competitive advantage. In the next few years, the tea industry may usher in a major reshuffle.
2. The competition for going overseas is becoming increasingly fierce
At present, a number of tea companies have gone abroad to open stores overseas, and the locations of overseas have also extended from Southeast Asia to Europe and the United States. In addition to enterprises looking for new growth points, the greater driving force for tea to go overseas lies in the high degree of involution of the domestic tea industry, and some brands do not have a competitive advantage in the domestic market, so they hope to avoid the domestic red ocean and seek the blue ocean in overseas markets. As tea companies go overseas, the competition in overseas markets will become increasingly fierce. It should be noted that in the expansion of overseas markets, it is necessary to make reasonable use of overseas resources, but also to avoid being "kidnapped" by overseas partners, resulting in brand damage.
3. Healthy drinks are more popular
With the development of China's tea industry, consumers have also put forward higher requirements for the health of tea. Hey Tea announced the recipe and Bawang Tea Ji announced the calories, both to meet consumers' requirements for healthy tea. Driven by these leading enterprises, more and more enterprises will work towards health. In addition, many brands have launched fresh milk tea, and fresh milk tea has become a force to be reckoned with in the tea industry, which will have a great impact on non-dairy creamer milk tea.
4. The war of grabbing people will continue
As more and more tea companies open up to join, the "war for people" of tea enterprises will continue in the next few years, and some "super franchisees" with strength, resources and experience will become the objects of active efforts of tea enterprises. For tea beverage companies, "super franchisees" have stronger capabilities, more resources, a higher success rate of opening stores, and it is easier to help brands achieve the goal of expanding stores.
5. Be wary of the risk of blind expansion
With the surge in the number of stores of tea enterprises, the management of stores will become more difficult, and the management of franchisees will be more challenging. Under the franchise model, tea companies are more likely to have food safety problems and other problems. Some enterprises with average brand power and weak control over franchisees will further increase their risks in operation and management.
We should not ignore the risks of management because of the blind pursuit of scale expansion. The brand side should face up to its own problems, and should not be blamed on the franchisee if there is a problem, and be responsible for consumers, suppliers, employees, and franchisees.