How much does Qingdao people like to drink milk tea?Which business districts are the most "sweet"?Look at the reporter's visit →

Do you drink the first cup of milk tea in autumn? Just in the past autumn fire, major milk tea brand stores have exploded, and the turnover even exceeds the high temperature weather in the previous few days, ushered in the peak of this year. In recent years, you have chased me in major brands of tea. Ten years ago, a cup of "Pearl Milk Tea" brewed by milk sperm has now expanded into a huge "tea family". Not only is it continuously renovated in taste, the visual packaging also allows consumers to drink a new height. Do you know how much Qingdao people like to drink milk tea? Do you know which business districts in Qingdao are the most "sweet"? Do you know who likes to drink milk tea? Recently, Guanhai News/Qingdao Morning Post reporters walked into many tea shops in Shima City to explore the behind -the -scenes story of the tea industry.

01 visit

How much does Qingdao people like to drink milk tea?

Pleasant tea, Mixue Bingcheng, Naixue's tea, coco, books are also burned fairy grass, tea hundreds of tea ... I don't know when, Qingdao's streets and alleys are surrounded by various milk tea shops, especially in the business district, In office buildings, night markets, residential areas and other areas, you can see a milk tea shop with almost a few steps up. What does the milk tea shop everywhere appear? What does it mean? According to the number of 2021 national milk tea shops released by Meituan, there are 4,170 milk tea shops in Qingdao, ranking 27th in the country.

Customers lined up at the entrance of a tea shop at a tea shop in island.

How deep is Qingdao people's love for milk tea? Recently, the reporter received statistics from Volkswagen's review stores found that McKato, Taitung Pedestrian Street, and Fushan Institute/Zhonglian Plaza are the three most popular commercial areas consumption in Shima City Milk Tea Store. In addition to the above -mentioned commercial districts, the "sweetness" of Xinduxin, Railway Station/Tuandao, Vientiane City and other areas is not low.

Entering the old city of Zhongshan Road, there are nearly 60 large and small milk tea shops. From the perspective of the classification of tea brands, chain brands such as Haicha, Tea, COCO, Honey Snow Ice City, Shanghai Auntie, Burning Fairy Cao and other chain brands have all settled in. Among them brand. And walking into the Hong Kong Middle Road area, the highest "sweet" landmark here is the McKle business district. Attached to Zhangzhou Road, Yan'er Island Road and other densely dense restaurants, and more than commercial industries such as neighbors, McCaile, Yongwang and other business industries, many tea franchisees aimed here. Nearly 20 tea shops, so it has also become a base for takeaway buddies. Near noon lunch time, the row of takeaways parked the car at the door of the tea shop, looking forward to waiting for the goods. In the evening, a wave of signs in the milk tea shop and the busy figures of the outbound shuttle back and forth, more reflecting the full "milk tea flavor" here. In addition, in the hottest shopping malls in the island cities such as Vientiane City, Capital Mall, Golden Lion, tea shops are "one -step shop" at the entrance of the catering layer, cinema, and subway entrances.

Of course, the "tea effect" brings traffic dividends is far more than that. The biggest "beneficiary" is still the major night markets that have steadily sitting in the city's night economic C position. Entering Taitung Night Market, Licun Night Market, Lujiazhuang Night Market ... Citizens' love for tea can be seen through the hot degree of tea shops in these night markets. The citizen shopping was holding milk tea in his hands, and the takeaway brother was carrying several bags of milk tea in his hands. The order, ordering, and cashier sound of the tea shops were one after another. On the hot Lujiazhuang night market, there are only four or five or five in the honey snow ice city alone. Essence

The passenger flow is peak, and the consumer of the store lined up to buy milk tea.

"Different business district formats have different consumer groups, and the degree of preferences for categories is not the same." The manager of a tea shop shop in Lujiazhuang Night Market revealed to reporters that before joining the tea brand, site research and surrounding business merchants In the environment, there are many levels of considerations, "Consumer groups near the university prefer low -unit price products. And consumer groups close to communities and residential areas, they prefer healthy and relatively high customer unit prices." Zhangzhou Second Road Road Second Road Road The takeaway brothers at the entrance of several tea shops around also revealed to reporters, "Through Baidu, Gaode maps or some third -party takeaway site selection tools, the thermal degree of the major business districts of the island city can be analyzed. There will be more orders for the community at night. There are regions of schools, communities, office buildings, and commercial industries. The consumption characteristics are different. "With different types of industries landing and the flow of population, various business districts where tea drink shops have gathered have already gathered Become a vitality section for young people.

Who is the main force of milk tea?

What is the magic of milk tea? "There are many friends in the circle of friends to check in, and I can't get out!" Zhang Yan, a post -95 -after white -collar white -collar worker in Laoshan District, said that the standard of young people shopping for check -in is a cup of milk tea. There is a cup of milk tea in your hand. It is like going out with a fashion item. You can take pictures and send a circle of friends at any time everywhere. Today, the passenger flow brought by the high popularity of milk tea shops has also become a must -have resource for major commercial complexes. Hisense Plaza gave the golden shop to Xixi Tea; the eye -catching subway stores of Vanchen City were given to Nai Xue's tea; Camp Mall Mall's dense area will always appear a little bit, Mixue Bingcheng and other mainstream chain tea brands ...

"Compared with other beverages, drinking milk tea does not require a specific atmosphere and environment, so it is mostly near the business district and the cinema. It began to appear around 2006. A cup of price was 6-8 yuan. It was rushed into various flavors by planting fat (milk). The pearl ball made of cassava starch was added before the finished product, and a cup of milk tea was made. Slowly, the COCO of market traffic can wait for a large number of chain milk tea brands. The net red milk tea brand has really begun to become popular, mainly concentrated around 2016, and has been on fire until now. In recent years, the popularity of Internet celebrity tea brands welcomed by young people has attracted much attention and attention. Last year, Xicha announced the completion of the B round of financing; Nai Xue received a financing of over 100 million yuan in Tiantu Capital, saying that the valuation was 6 billion yuan. In this way, the expansion of the tea brand is also increasing in traffic, and the team is gradually huge. The density of milk tea shop often reflects the density of the young population. According to the "2021 Tea Consumption Insight" released by the Meituan data concept, the characteristics of consumer groups of business districts, such as age structure, income level, interest, etc., determine the characteristics of consumption in the business district, the level of customer unit price, and the preferences of taste. According to the statistics in recent years, the post -95s have become the main consumption of the milk tea industry, accounting for 44%. The proportion of former milk tea enthusiasts, post -85s and post -90s, was compressed. In the comparison of price preferences, post-95s consumers have a stronger price acceptance of milk tea, and they are more willing to pay for products of more than 30 yuan; post-85s and post-90s tend to medium price milk tea, especially 15-25 yuan. After nearly 20 % of 95, milk tea consumes more than 100 yuan per week; nearly 50 % of 95 drinks 2-4 cups of milk tea per week.

Behind the scenes of 02

Tea drinking rivers and lakes "inner rolls" serious

In recent years, due to the increasing number of entrants, the competition in the tea industry has become increasingly fierce, and the rate of market shuffling has also begun to accelerate. Wu Li, a citizen who has been engaged in the milk tea industry for 6 years, has now opened two milk tea shops. "More and more people enter the game, and the market is becoming more saturated. While various types of tea drinks are blooming everywhere, a large number of tea shops that are not found in a lot of foundation are also out of the game." Wu Li told reporters that the essentials of the store's survival are not selected to join together to join. Instead of creating a own brand, we must persist in complex daily operations. Many brands at first looked very popular, but over the heat, it was a flash. When topics such as "the first cup of milk tea in autumn" frequently appeared in the circle of friends of the citizens, the popularity of the tea industry also made many entrepreneurs think that it is easy to get started with a tea shop and high return. Later, it was discovered that the profit had not reached the expected idea. For the cause of the break, Wu Li told reporters, "In the tea circle, due to the tepid operation, the fierce competition in the tea shop has led to poor performance. Consumption in the store, generally such a store, for consumers, just 'taste can be' not characteristic ', and finally withdraw from the competitive market. "

"Faced with the huge tea, the brand wants to survive the competition period. It is a way to try the differentiated route." Wu Li's milk tea shop is near Yaershima Road, the other is in the Wanda CBD business district, two The style of the store is different. "After providing a wealth of choices for the consumer market, it is also necessary to find a price positioning." Wu Li told reporters that for the mainstream consumer groups in Qingdao, the price of 20-30 yuan was still too high, so her product started at the beginning Not well sold. In order to pursue high quality and better taste, the cost of 20 yuan at the initial cup of tea is about 10 yuan. If you ca n’t run the amount, you can only lose money. In order to change this situation, you have to adjust the business ideas and switch to the winning below 20 yuan. The market market increases sales by controlling costs and reducing the average selling price. Based on such a unit price standard, in order to ensure the turnover, Wu Li said: "Deducting the rent, raw materials and labor costs, a cup of milk tea selling for more than ten yuan, at least 200 glasses of the day to keep the capital."

Milk tea is more and more "personality"

With the increasing tea brands, some new brands and independent brands are in dilemma that is beneficial and consumer experience. Faced with the rapid expansion of peer stores, the rise in raw materials costs, and the increasingly diverse consumer demand, they have to invest in "inner rolls".

The tea brand launched various packaging design.

Since 2016, citizen Zhang Xia has joined 5 milk tea shops. "Just the door, and changed 3 generations." Zhang Xia told reporters that the image of the store directly affects the consumer's consumer experience. To make the store more attractive, we must first show a good brand image. "The first -generation store decoration is based on white, and the simple and clear signboard will not give consumers a sense of dazzling. The national tide style of young people. "

The tea brand launched various packaging design.

Many chain tea brands often change the door every few years. According to the popular trend of the consumer market, the overall style is adjusted to make the brand more fashionable, younger and more memorable. The brand image is upgraded, and the menu must also become rich and diverse. In addition to the main ingredients of the product, the small materials of the matching must be continuously pushed out. According to statistics from the sales menu of a number of tea shops, the reporter found that in addition to traditional small ingredients such as pearls, red beans, and coconut fruit, ingredients such as taro round, taro puree, fairy grass, coffee frozen, sago, and green cricket have also been fully popular. Among the drinks launched by Tea Bai Road, the signature series of soy milk jade unicorn, soy milk rice hemp potato and other products. Merchants replace the traditional "pearls" with hemp potato, soy milk powder, blood glutinous rice. broken. When the reporter interviewed in the store, several consumers said, "When the takeaway point, there will be a few more small ingredients, mixed together into the large bowl to eat, it is fun and delicious!" In the law, various types of tea chain brands are constantly unlocking "new posture". For example, "Super Cup Fruit Tea" replaced the traditional plastic cup and packed with a wide -caliber container with a bucket like a bucket. In addition, with the "bucket", the packed cup is also accompanied by the "ritual circle" with a sense of ceremony. The small ingredients with milk tea are constantly being new.

"Rather than saying that the tea drink industry began to roll, it is better to enter the stage of competition." Xiao He, general agent of Qingdao marketing of Chabai Road, believes that the focus of brand development is to make products with good food, stable quality and controllable costs. From the original pearl milk tea with a single taste to the ever -changing new tea drinks, it is the continuous upgrade of consumption, and consumers have more choices. This is also the essential reason for the popularity of the tea market.

03 Observation

Next year will reach 500,000 stores next year

In 2021, the China Chain Management Association established the "New Tea Drinking Committee". On the basis of the new tea report in November 2020, the association continued to release annual industry reports to observe the changes in new tea drinks in the past year. According to the "2021 New Tea Study Report" (hereinafter referred to as the "Report"), at the end of 2019, the total number of Chinese beverage stores was about 427,000, and the number of stores increased to approximately 596,000 at the end of 2020. Among them, the new tea stores accounted for the highest proportion, reaching 65.5%, and about 378,000 stores. Judging from the proportion of tea and coffee stores: new tea shop accounts for 65.5%, the number of stores is about 378,000, and the number of new tea drink stores in 2023 will reach 500,000; the coffee shop accounts for 16.3%, and the number of stores is about 97,000 Family.

From the perspective of product characteristics, new tea drinks have the characteristics of short -quality shelf life, omnicular sales, easy acquisition, non -rigid, high -demand, high degree of personalized customization, and large selection of ingredients. Continuous innovation has also brought new experiences to consumers. Based on various factors, new tea drinks have certain social attributes and have become the best social drinks in the workplace. Compared with traditional drinks, new tea has a higher cultural carrying capacity. The popular national style culture in the past two years has collided with new tea. The "Report" shows that as of the end of 2020, the chain rate of Chinese beverage stores reached 36%, and this data was far higher than the average chain rate of the catering industry by 15%. Easy -to -copy business model is an important cause of a high chain rate of beverage stores. Whether it is the number of stores or the market size, the new tea drink has good sustainable growth, and continues the Chinese tea culture.

From 2017 to 2020, the scale of China's new tea market revenue increased from 42.2 billion yuan to 83.1 billion yuan, and it is expected to reach 142.8 billion yuan in 2023. In the next 2 to 3 years, the growth rate of new tea has slowed down to 10%to 15%. There are also multiple reasons behind the slowdown of the growth rate: from the perspective of the enterprise, in the face of intensified competition, high rent, limited talent reserves, food safety management needs to be further strengthened, takeaway accounts are superimposed. Large management risks; from the perspective of external competition, the consolidation of the market and the development of the northern part of the west requires market verification. However, the report pointed out that the slowdown in growth is staged, and moderate adjustments will achieve thick accumulation. If all enterprises will solve important issues such as brands, operating capabilities, and food safety management in the next 2 to 3 years, the growth rate of the new tea industry will quickly return to more than 15%.

New trend of sugar -controlled milk tea consumption

The different combinations of "tea+fruits+milk+other ingredients" have a wealth of product sequences. The consumption choices are more diversified. The future development of new tea will no longer be limited by the core ingredients of tea. The "Report" shows that 95%of the sample companies in the 2021 survey include "semi -sugar", "less sugar" or "not additional sugar" options, and sugar control has become a trend. In terms of consumption frequency, among the members of a new tea brand of sample companies, the average proportion of members who purchased a cup of one cup of 2-7 days on average, 1%of members buy an average of one cup or more per day.

From the perspective of consumer groups, the core users of the new tea drink have not changed much, and they are still mainly young women, and the age of the crowd has expanded slightly. The positioning and targets of each brand have certain differences, and there are certain differences between the same brand between different cities. The "Report" conducts sampling surveys from multiple representative cities' tea members. The results show that consumers are more "attached to brands" and "values ​​cost -effectiveness."

Fruit Tea becomes the mainstream of the current market

In the summer of the peak season of tea, the high -quality and refreshing fruit tea can more stimulate people's desire to buy, and take pictures and punch cards. Especially in the sinking market, fruit tea ushered in a round of "upgrade". Looking at a number of tea brands, in recent years, they have bet "Fresh Fruit Tea Circuit", and changed the situation of relying on milk tea in the past, replaced by new fruit tea. According to industry insiders, the current proportion of fresh fruit tea accounts for nearly 50%, and the customer unit price also mentioned 11 yuan from 8 yuan. This year, the "inside rolls" of fruit tea are serious, and the fruits that can be used are almost used by various tea brands. In order to pursue differentiated innovation, the brands had to aim on niche fruits. In March of this year, Naixue's tea launched domineering jade orange products, and only one week, the sales of the product accounted for more than 20%, even more than the domineering cheese strawberry at the top of the annual system of Batunxue. Immediately after in May, Xicha also launched oil mandarin products, combining oil citrus with fruits such as stait and olives. Subsequently, multiple tea brands and coffee brands followed and followed up. Omocan is a local fruit produced in Chaoshan. It was rarely known before. With the driving of the head chain brand, this niche fruit immediately detonated across the country. The price rose, from 8 yuan/jin of the conventional period last year to 40 yuan/jin of the highest time this year. In addition to niche fruits, more and more tea brands have borrowed "Southeast Asian style". This can be seen from the current emergence of "Thai Green Lemon Tea". At first, after launching similar products in the domestic cities' hand -made lemon tea shops, it soon ranked first in the popular list of public comment beverage stores. Later, this Thai -flavored lemon tea began to swept the country. (Guanhai News/Qingdao Morning Post reporter Zhong Shanglei text/picture)

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