General situation of industry

definition

What is New China Tea?

New Chinese tea refers to the limited Chinese tea made of tea, fresh milk, fresh fruit and other ingredients through more diversified tea bases and ingredients. In addition to new ingredients and tastes, the "newness" of China new tea is also reflected in new technologies, new groups and new cultural communication.

traditional Chinese scale of weights

In 20021year, the market scale of new tea in China reached 99.6.1100 million yuan, and the number of consumers reached 365 million. It is estimated that its market scale will reach 654.38+044.636 billion yuan in 2023.

Good development

Policy factors: The state supports the development of new tea, and China new tea sets sail with the wind.

The 13th Five-Year Plan for the development of new tea industry issued by the central government clearly requires that the new tea industry will grow by 30% by 2020.

Economic factors: the capital is favorable to the new tea field in China, and the development of the industry is improving for a long time.

Tea is still the focus of capital attention. Many brands get financing on 202 1, and the effect of attracting gold is more obvious.

Social factors: There are more and more new Chinese training institutions, and the industry is expected to be professional and standardized.

Traditional tea industry has low threshold, lack of standards and unprofessional service process. The new China training institution has launched a series of courses to promote the development of the industry.

Technical factors: Internet and high-tech equipment have greatly improved the efficiency of product development and operation management.

Introduce ERPOAEAP and other systems to optimize the construction of information management and improve the efficiency of the industry.

Development problem

Industry awareness is not high, and market education is needed.

New Chinese tea is a proliferation between new tea and traditional ancient tea, like a special style of tea industry, so the industry attribute is not a star. The habit of young people drinking "pure tea" is weaker than drinking coffee (the current trend is good). How to guide the market to develop the drinking habit of new Chinese tea requires the popularization of tea culture and time.

Lack of professionalism, unique positioning and brand tonality

Many new Chinese tea shops have a single product, and the way of making drinks still stays in the thinking of tea shops. There is a serious homogenization problem in building brands only by Chinese style. Lack of brand-specific functions, it is difficult to maintain sustained popularity on the consumer side.

The quality of raw tea is uncontrollable, and it is difficult to balance the cost and quality.

Different from the blended products of new tea, the products of new tea in China pay more attention to "tea", and the requirements for tea quality are much higher than the tea consumption standards of general tea chains. The unit price of customers can't reach the unit price of traditional tea products, and it's impossible to choose ordinary tea of several thousand yuan or 10 yuan. The tea raw material of 100 yuan is difficult to guarantee in terms of technology, availability and flavor quality control.

Consumer demand

Major consumption power

There are similarities between new Chinese tea and coffee, mainly young people after 90-95. They are fashionable and dare to try new things.

Consumer psychology

Compared with traditional milk tea, the new Chinese tea meets the health needs of young people with low fat, low sugar and low calorie. Compared with the traditional Chinese tea house, the new Chinese tea house is more in line with their simple and fast modern life needs.

abstract

The industry is still in the growth stage, and there are few new tea brands in China.

There is a huge market for new tea in China, which is a substitute for coffee industry and new tea. There are few well-known brands. China new tea is different from new tea and ancient tea, which has established its unique position and has a better chance to achieve its own brand.

With the rise of tea culture in China, the new China tea is welcomed by the market.

The new Chinese tea "New Works of Ancient Tea" presents a brand-new consumption scene in a modern way, which not only inherits the tea culture of 5,000 years, but also meets the dietary needs of modern young people, making it healthier and purer.

Industry problems were solved one by one, showing a good development trend.

China's new brand relies on the grass planting effect of the Internet to promote the industry and attract consumers with exquisite products and elegant environment. In terms of professionalism, there are also many institutions that conduct systematic training.