Analysis on the development trend of milk tea industry in the future

Regardless of spring, summer, autumn and winter, milk tea has become the "consensus" of our young people, and this may also be the key reason why "milk tea is profiteering".

Due to the demand of consumers and the needs of the market, in recent years, the field of milk tea is extremely lively.

Take Changsha's well-known local milk tea brand Tea face as an example. On April 2 this year, Tea Color first opened a store in Shenzhen. On the first day of the store, topics such as # Shenzhen Tea Color has queued 30,000 # and # Shenzhen a cup of tea color more than 200 yuan # directly rushed to the hot search list, which shows how prosperous the business of tea color milk tea shop is.

For example, in recent months, some small changes have taken place in the field of milk tea.

This year New Year's Eve, the new tea brand announced a piece of good news to everyone.

Tea brand Nai Xue's tea submitted a prospectus on the Hong Kong Stock Exchange to formally sprint IPO.

The news attracted great attention after it was released. Because if Nai Xue's tea succeeds in IPO this time, it means that Nai Xue's tea will become the first share of the new tea.

On the evening of June 6, Naixue Tea once again announced that it has been listed on the Hong Kong Stock Exchange and updated its prospectus, and if nothing happens, it is expected to add 1000 stores after passing the IPO.

Another major concern is the addition of a "new member" to the milk tea track--

China Post began to enter the field of milk tea.

China Post responded to # China Post's non-postal business of milk tea store # and generated 5.913 million readings after it was released on the Weibo hot search list due to the sudden establishment of a milk tea store by China Post on June 4. After that, there was a long queue at China Post's milk tea store "Postal oxygen Tea", so there was news that "as soon as it opened, it was the first in the country."

Unlike other milk tea brands, "Postal oxygen Tea" mainly focuses on health-preserving tea, including pure tea series, milk tea series, fruit tea series and fruit milk series.

Another big change has taken place in the field of milk tea, which is mainly reflected in the products--

Mini milk tea suddenly went viral on the Internet.

Major milk tea brands, such as Xicha, 1xingdian, Baijiao, Cha Li Yishi and so on, have launched the mini version of milk tea, and a small cup of mini milk tea has suddenly become a unique existence in the milk tea industry.

A little mini version of milk tea

Tea Yishi mini version of milk tea

Happy tea mini version of milk tea

In the previous two years, large cups were more advocated in the industry, especially during the previous outbreak, many brands launched "domineering giant" 5L milk tea, such as Nai Xue's tea launched 5L "barreled milk tea", Xiamen brand SEVENBUS launched 5L super-large capacity whole family milk tea, another brand "Renzai Tea" also launched "Haoheng 5-liter bucket milk tea", known as "10 times return your milk tea addiction". When it was launched at that time, it was also favored by many consumers, because at that time, affected by the epidemic, many people could not go out to buy milk tea, so it was convenient for the brand to grasp the psychology of consumers and launched a "super capacity" milk tea for everyone to drink "tons of tons" at one time.

And the reason why the mini version of milk tea will be popular is also very pure--

Because of the novelty-seeking mentality of consumers, coupled with the mini version of products to meet the Z era young people's love for small items, but also more convenient to carry, solving the problem that many people can not finish drinking, the most important thing is that the price is relatively cheap. As a result, after the launch of the mini version of milk tea products, it immediately bombed the whole network, and became popular in Little Red Book, Douyin and other major platforms.

In fact, with the rise of the milk tea industry in recent years, the role of milk tea has been slowly changing, and the major milk tea brands are also better at seizing the development trend of consumption, so as to push out the old and bring forth the new according to the development trend. the use of novel products to inject fresh blood into the brand.

In the new trend of the tea market, the future trend of tea may appear more interesting ways to play.

Image source | Network