Online consumption of new tea drinks is becoming popular

Tech 2023-10-06 09:39:25 Source: Network

"West Lake Longjing has a fresh entrance, and once you drink it into Jiangnan", "Mount Wuyi Oolong Tea has a clear taste, with its own orchid fragrance", "the tea fragrance is quiet, and it is in harmony with lemons", "Sichuan Ya'an Green Tea matches with Guangxi Hengzhou Jasmine Flower", "Selected Duck Dung Fragrance Single Cluster Tea".

"West Lake Longjing has a fresh entrance, and once you drink it into Jiangnan", "Mount Wuyi Oolong Tea has a clear taste, with its own orchid fragrance", "the tea fragrance is quiet, and it is in harmony with lemons", "Sichuan Ya'an Green Tea matches with Guangxi Hengzhou Jasmine Flower", "Selected Duck Dung Fragrance Single Cluster Tea"... Open the small order program of mobile phones, and many new tea stores focus on the variety and origin of tea, focusing on the unusual taste and taste, Attract consumers to place orders.

Nowadays, various new types of tea drinks have developed rapidly and become a highlight of the online consumer market. With the continuous diversification of consumption scenarios such as shared tea rooms and stove boiling tea, many netizens have fallen in love with "trying new tea" and their enthusiasm for drinking tea has significantly increased.

Enhance freshness and experience

Green tea, white tea, black tea, oolong tea, etc., paired with fruits such as mangoes, grapes, lemons, and supplemented with dairy products such as fresh milk and cheese... New tea drinks that are seasonal and diverse in variety are widely popular. "Original leaf tea+fresh fruits+fresh milk" has become the standard configuration of new tea shops, reflecting the pursuit of fresh, healthy and nutritious beverages by young people today.

The youthful gameplay of co branding with popular IPs, flashing, and creating product peripherals not only strengthens the brand style, but also continuously breaks the boundaries of new tea brands, enhancing consumers' sense of freshness and experience. For example, some brands have launched "City Culture and Tourism" limited refrigerator stickers combined with various urban cultural elements, and co branded with popular dramas to attract many young consumers.

Thanks to the spread of the internet, the new tea beverage market in China has rapidly emerged. The New Tea Beverage Committee of the China Chain Store Association recently released the "2023 New Tea Beverage Research Report", which shows that as of August this year, the total number of new tea beverage stores in China has reached 515000. The national new tea beverage market size is expected to reach 149.8 billion yuan by 2023, and the domestic consumer market size is expected to exceed 200 billion yuan by 2025.

New tea drinking is a breakthrough that has brought about significant changes in the technology, products, and consumption patterns of Chinese tea, driving the upgrading of the industry. New tea drinking has also cultivated consumers for traditional Chinese tea, attracting some consumers to 'drink tea' and cultivating consumers to drink Chinese tea by integrating traditional tea drinking methods. From this perspective, new tea drinking has made a great contribution to the 'tea culture' Yin Junfeng, a researcher at the Tea Research Institute of the Chinese Academy of Agricultural Sciences, said.

The "2022 High Quality Development Report on New Tea Drinks" released by the Tea Research Institute of the Chinese Academy of Agricultural Sciences shows that new tea drink brands have become a window for young people to understand and spread traditional tea culture. 46.9% of the post-90s said they have learned more about traditional tea during the consumption process of new tea drinks, 44.68% said they have learned about different types of tea, and 54.68% said they have felt the charm of Chinese tea culture.

Experiential tea drinking scenes favored

New style tea drinks have undergone improvements and innovations in product concepts, production, brand promotion, and other aspects, which are more in line with the aesthetic tastes and consumer demands of young people today, driving the consumption trend. "Ni Yuefeng, director of the Marketing Department of the School of Management at Beijing University of Technology, believes that the popularity of new style tea drinks also reflects the formation of a new consumer culture. Currently, young people are gradually becoming an important force in the Chinese consumer market, and their purchasing power and habits are influencing market trends. Young consumers are more willing to pay for personalized and differentiated consumption, which has given rise to various new formats and created diverse consumption scenarios and new business opportunities.

Last winter, boiling tea around the stove became popular on social media as a novel way of drinking tea. Three or five friends, sitting around the stove, cooking a pot of tea... The combination of Chinese style scenes and modern creativity has become a new choice for many people to gather. This summer, the "ice tea in the fireplace" appeared, and the related videos of this topic were played more than 80 million on the Tiktok platform. Words such as "making movies", "aestheticism", "slow living", "new Chinese style style", and "savoring life with cups and cups" have become high-frequency words in videos related to "Weilu Iced Tea". Unlike tea making in winter, the charcoal fire in the stove has been replaced with ice cubes and dry ice. After adding water, the mist diffuses and the atmosphere is full. Many people, for the purpose of taking photos and checking in, wear Hanfu to experience the "ice tea around the stove". Sitting alone in the store feels like it's far away from the city, and time has slowed down. Sometimes when talking to customers, we choose a place with a better atmosphere, making it easier and more comfortable to chat, "said a netizen.

Have you ever experienced online booking, scanning the QR code to open the door, and self-service tea making? Without a service staff, you are the owner of the tea room. Have you ever experienced this full process self-service tea drinking method? With the development of digital technologies such as the Internet of Things, self-service shared tea rooms have quietly emerged. Experts believe that the new tea drinking scene has attracted attention, meeting people's social and emotional needs, and bringing more fresh experiences to consumers. By fully utilizing technologies such as the Internet and creating new ways of drinking tea, more and more young people can learn about and fall in love with tea, which can help integrate Chinese tea culture into people's daily lives and radiate lasting vitality.

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