Key takeaways:
1. The launch of instant tea new products detonated the market
2. Major brands have successively launched instant tea products to seize the market
3. Behind the instant tea is ready to go, or will become the next instant coffee
4. The large consumption sector is active, and the instant tea track may usher in major opportunities
5. Related targets: Shenzhen Grain Holdings, Jiahe Food, Dongfeng Shares, etc
Instant tea, as the name suggests, is similar to instant coffee this coffee freeze-dried powder like tea powder, it seems that instant tea has not yet entered the public eye.
Speaking of instant drinks, I think most people should first think of instant coffee, or this instant female tea similar to Xiangpiaopiao.
As far as baidu search data in the past three months, it is also obvious that the comparison between instant tea and instant coffee is not on the order of magnitude (blue: instant tea, green: instant coffee)
Where did the new developments in the title come from?
This has to start from the recent new tea color.
Tea Yan Yue believes that everyone is not unfamiliar, hot search regulars, have not drunk it should also be a long-known name. There are ali access shares before; After 8 hours of queuing, purchasing 200-cups and so on.
Recently, they have produced a new product "Little Lotus Jar", which does not need to be purchased this time, because the Little Lotus Jar can only be purchased online. However, as soon as it was sold, it was sold short, and it is still in a restricted state, but it has been replenished one after another.
According to the official explanation of the public account of Cha Yan Yue, it is a "solid tea beverage that is convenient to drink and restores the aroma of tea, which can also be called tea powder", and can be restored with water to restore a cup of original leaf tea, similar to coffee freeze-dried powder. There are three flavors: Gardenia Green (Gardenia Green Tea Flavor), Peach Blossom Wood (Peach Oolong Flavor), Mo Gui (Osmanthus Oolong Flavor), all of which are pleasant tea color-consistent styles.
Obviously, "Little Lotus Pot" is not to make a simple cup of instant tea powder, it also wants to improve the taste of tea, strengthen health labels, do not force young people to drink hot water, and cute appearance, plus social attributes, you can take photos and send circles of friends.
The four characteristics of the official introduction are that the tea aroma is not damaged, the finger is dissolved, it is more appropriate with ice water, and the tea drinking is lightly burdensome. Cha Yan is always very good at grasping the focus of young people's attention, healthy, low calorie, adding a small amount of sugar substitute (erythritol) and dietary fiber, a small lotus pot of calories, only equivalent to eating a strawberry or ten cherries.
Pour a spoonful of instant tea powder in water, whether hot or cold, can be dissolved in 2 seconds, no tea leaves, but the aroma, color and taste are the same as boiling water brewing green tea.
4 mg instant tea powder can brew a cup of 250 ml of mellow tea, and its theanine content is 2-5 times that of tea brewed with tea leaves. And the number of bacterial colonies of these instant tea powders is only 1/10 of infant milk powder.
There are beautiful materials and characteristics, and the tea face is indeed a good marketing hand. But the average price is 4 yuan a piece, which is almost twice as expensive as a tea bag, can it continue to make consumers pay? Can instant tea be the next instant coffee?
Will instant tea be the next instant coffee?
Backed by the world's largest consumer market, the consumption upgrade of China's coffee market has been obvious to all, such as freeze-dried powder, cold extract, ear coffee and other ready-to-drink innovative products emerge in an endless stream. Since Luckin was suspended by NASDAQ in the middle of last year for performance fraud, the new coffee instant brands Santo and a Half, Yongpu, Shicui, Sumida chuan, and chain coffee brand Manner have announced large amounts of financing at the beginning of this year. Hillhouse, Tencent, Sequoia, Capital Today, a series of well-known venture capitalists, are all brandishing banknotes and sprinting into this runway.
Instant coffee accounts for more than 60% of the entire Chinese coffee consumption market, and the earliest origin of the word "instant" should come from instant coffee. Compared with the tedious steps and equipment of freshly ground coffee, the convenience advantages of instant coffee are obvious. In the same way, compared to freshly brewed tea, instant tea is the same logic.
From coffee to instant noodles, from beverages to cosmetics, summarizing the birth of emerging consumer brands, it is not difficult to find two characteristics.
1. The category is relatively mature, and the market penetration rate is already very high. The market consumers here already have enough knowledge of the category and are willing to accept the new concept.
2. There has been a long-term lack of significant innovation in this field.
For example, carbonated beverages, a very mature track, Yuanqi Forest has captured the hearts of consumers by playing the health concept of O sugar 0 fat O card, playing a differentiated innovation.
Also in the new tea drinking track, instant tea is also perfectly in line with these two characteristics, and there is still great potential to be tapped.
epilogue
China is the homeland of tea and the birthplace of tea culture. The discovery and utilization of Chinese tea has a history of more than 4,700 years, and it has been prosperous for a long time and spread all over the world. It is the world's largest tea producer and consumer, but the old saying goes, "China's 70,000 tea companies are not as good as a Lipton.".
Behind the new tea drink to bring more possibilities is also facing serious problems of homogenization, everyone is not you imitate me or I borrow from you. With the new tea has become a habit of people's lives, as well as an indispensable necessity in work. In the face of growing consumer demand, the road to differentiation is particularly critical.
Whether it is a big brand that has gained the upper hand, or a rising star in the past two years, they are also trying different new tea drinking methods, such as bubble tea, milk tea, concentrated tea liquid, instant tea and so on.
So whether this instant tea can make the new tea drink rejuvenate again, open the next golden track, and let us wait and see.