"Smoke Cavity Oolong" caused controversy, and the new tea drink brand Lele Tea and Yilin Publishing House jointly apologized

Pay attention to the headline number "China Research Institute of Puhua Research Institute", reply to "free report" by private message, you can get a free report, come and get it quickly!

China Research Network

Recently, the joint activity "Smoke Cavity Oolong" between the new tea drink brand Lele Tea and Yilin Publishing House has indeed caused widespread controversy, especially after they adopted the image of the writer Lu Xun for publicity. According to media reports on the 29th, Lu Xun's family has officially sent a lawyer's letter to Lelecha and Jiangsu Yilin Publishing House Co., Ltd., expressing serious concern and dissatisfaction with this matter.

After receiving the lawyer's letter, Lelecha quickly responded and issued an apology statement. In the statement, they admitted that due to poor consideration, they neglected the relevant rights and interests of Mr. Lu Xun's portrait right, thereby infringing on Mr. Lu Xun's portrait right, and causing trouble to Mr. Lu Xun's relatives and the Lu Xun Cultural Foundation. In this regard, Lelecha expressed its deep apologies to Mr. Lu Xun, Mr. Lu Xun's relatives and the Lu Xun Cultural Foundation.

Lelecha also said in a statement that they had contacted the lawyer as soon as they received the lawyer's letter, expressed apologies, and promised to take remedial measures. They have begun to withdraw the relevant new product announcements, notify stores across the country to remove relevant packaging materials and peripherals, and complete the comprehensive rectification on the afternoon of April 26.

This incident reminds us once again that business activities must respect the rights and feelings of others while pursuing innovation and attractiveness, especially those elements with deep cultural heritage and historical value. At the same time, it also shows that companies should respond positively and take responsibility in the face of disputes and doubts in order to maintain their reputation and image.

According to the analysis released by the China Research Institute of Puhua Industry Research Institute

The market of the new tea industry has shown a vigorous development trend in recent years. Here are some overviews of the current state of market development in the new tea industry:

The market size continues to grow: The market size continues to expand as consumers continue to increase their acceptance and love for new tea drinks. According to relevant data, the scale of China's new tea market will reach 149.8 billion yuan in 2023, a significant increase from the previous year. It is estimated that by 2024, the market size is expected to further increase to 179.3 billion yuan.

Improvement of chaining rate: The new tea industry has a high chaining rate. With the intensification of competition in the market, major brands have adopted the way of chain operation and rapidly expanded their market share through franchises. According to the data, the chaining rate of China's tea industry will be as high as 49.1% in 2023 and is expected to reach 51.6% by 2024.

Fierce competition: The new tea market is highly competitive, with many brands. According to factors such as brand strength, influence, sales, and attention, a number of leading brands have emerged in the market, such as Nai Xue's Tea, Mixue Bingcheng, Tea Baidao, Gu Ming, Shanghai Auntie, etc. These brands are constantly innovating in product development, brand image, marketing strategies, etc., to compete for market share.

Diversification of consumer demand: With the continuous change of consumer demand, the new tea market is showing a trend of diversification. Consumers have put forward higher requirements for the taste, quality, and health of products. At the same time, consumers are increasingly paying attention to the cultural connotation and social attributes of brands, so brands need to constantly innovate to meet the needs of consumers.

Healthy drinks have become mainstream: With the improvement of people's health awareness, healthy drinks have become the mainstream of the new tea market. Major brands have launched low-sugar, low-calorie, sugar-free, organic or natural ingredients and other health products to meet consumers' demand for healthy drinks.

Innovation and Diversity: In order to attract more consumers, the new tea market is constantly evolving to offer a diverse selection of products with unique flavors, seasonal ingredients, seasonal offerings and customisable options. At the same time, the brand is also exploring the "tea+" model, which increases the unit price of customers and attracts more consumer groups by selling desserts, lo-mei, fried chicken and other snacks.

Private domain traffic construction: In order to increase customer stickiness, major brands have strengthened the construction of private domain traffic. Through the establishment of a private domain matrix with channels such as "Official Account + Mini Program + Enterprise Micro + Community" as the core, with the help of the current popular social media platforms, the drainage and transformation of the public and private domains and the expansion of voice are realized.

To sum up, the market of the new tea industry is showing a vigorous development trend, with continuous growth in market size, fierce competition and diversified consumer demand. Brands need to constantly innovate and meet consumer needs in order to remain invincible in the market.

According to the "2023 New Tea Beverage Research Report" released by the China Chain Store & Franchise Association (CCFA) and Meituan, the national new tea beverage market size is expected to reach 149.8 billion yuan in 2023, and the market size is expected to further expand to 201.5 billion yuan by 2025. According to iiMedia Research, the size of China's new tea market is expected to reach 333.38 billion yuan in 2023 and 374.93 billion yuan in 2025. Consumers of new tea drinks have strong stickiness and high purchase frequency. Most consumers spend between 11 and 20 yuan, accounting for 39.9%.

At the end of 2022, the number of new tea stores reached about 486,000, an increase of more than 28% compared to 378,000 in 2020. On August 31, 2023, the total number of new tea stores in China was about 515,000, an increase of more than 36% from 378,000 at the end of 2020. This significant growth shows that the new tea industry is still a strong attraction for entrepreneurs, and it also indicates that the industry will be more competitive in the future.

In terms of the proportion of the number of stores, new tea drinks are still the sub-category with the largest number of stores among ready-made beverages, accounting for 61.9% of the market share. This data further proves the leadership and strong market influence of new tea in the beverage market.

With the development of technology and the change of people's lifestyles, the food delivery market is growing rapidly. Young people, in particular, are more inclined to buy tea through food delivery platforms and apps. In 2022, takeaway retail sales of new tea drinks accounted for 54% of total retail sales, and this proportion is expected to continue to grow. This trend reflects consumers' demand for convenient and fast services, and also brings new growth points to the new tea industry.

From the perspective of urban distribution, new tea drinks are not only limited to first-tier cities, but are gradually expanding to third- and fourth-tier markets. Specifically, the market share of tea drinks in first-tier cities and new first-tier cities is 12% and 17%, respectively, the market share of second-tier cities is 13%, and the shares of third- and fourth-tier cities and below are 27% and 32%, respectively. This distribution shows that the market potential of new tea drinks is being released to a wider geographical scope.

The future development trend of the new tea industry market may include the following aspects:

Healthy trend: With the increasing attention of consumers to healthy diet, the new tea industry will pay more attention to the health of products in the future. Healthy beverages such as low-sugar, low-calorie, sugar-free, organic or natural ingredients will become mainstream to meet consumers' demand for healthy drinks.

Quality upgrading: Consumers will have higher and higher requirements for product quality, and new tea brands need to continuously improve product quality, from the selection of raw materials, processing technology to the taste and appearance of products, etc., to meet consumers' demand for high-quality products.

Personalized customization: With the diversification of consumer needs, the new tea industry will pay more attention to personalized customization services in the future. Consumers can choose different tea products, ingredients and flavors according to their tastes, preferences and needs to meet their individual needs.

Digital development: Digitalization will become an important development direction for the new tea industry in the future. Brands can use digital technologies, such as big data analysis and artificial intelligence, to better understand consumers' needs and preferences and improve product development and marketing efficiency. At the same time, digital technology can also improve the interaction and communication between brands and consumers, and enhance the consumer experience.

Cross-border integration: In the future, the new tea industry will pay more attention to cross-border integration, carry out in-depth cooperation with other industries, jointly launch new products and services, and expand new market areas. For example, we have partnered with coffee shops, bakeries, etc., to launch a more diversified product portfolio to meet the diverse needs of consumers.

International expansion: With the in-depth development of globalization, the new tea industry will pay more attention to international expansion in the future. Brands can enter the international market and expand their overseas market share through overseas investment and cooperation. At the same time, it is also necessary to strengthen cooperation and communication with international brands to improve the international influence and competitiveness of brands.

In short, in the future, the new tea industry market will show trends such as health, quality, personalization, digitalization, cross-border integration and internationalization, and brands need to continue to innovate and meet consumer needs in order to be invincible in the market.

The new tea industry will continue to maintain a rapid development trend, and the future market space will be broader. At the same time, the industry also needs to continuously innovate and improve its own quality level to adapt to consumer needs and market changes.

At the same time, the China Research Puhua Industry Research Institute also provides solutions such as industrial big data, industrial research reports, industrial planning, park planning, industrial investment, industrial mapping, smart investment promotion system, IPO fundraising and investment feasibility study, IPO business and technical writing, and IPO working paper consulting.

Pay attention to the headline number "China Research Institute of Puhua Research Institute", reply to "free report" by private message, you can get a free report, come and get it quickly!