Honey snow ice city Nai Xue Xi tea is selling coffee and tea to keep an eye on the coffee market? Do you choose milk tea or coffee?

Have you ever had coffee from Snow Ice City? The kind that costs six yuan a cup!

As I used to be a poor college student, my favorite daily tea brand should be Honey Snow Ice City. When browsing Weibo yesterday, I was surprised to find that the Snow King Xueding Coffee that was removed from the shelves in May has returned to the classic! The new and upgraded coffee series have been on the shelves all over the country since mid-June 2021. The upgraded version of the coffee uses the light of domestic products-Yunnan coffee beans. Mixue Ice City officials believe that it has the responsibility and obligation to make use of its complete supply chain system and huge stores to promote good Chinese coffee and upgrade China's coffee industry.

In fact, as early as 2007, the founder of Honey Snow Ice City began to study coffee. Adjust the sweetness according to the taste of the juice, add ingredients according to the flavor of milk tea, and finally add coffee liquid. The earliest coffee series of Michelle Ice City was born, and the coffee brand Lucky Coffee was founded in 2017, which is called the forerunner of cross-border coffee of milk tea.

Coincidentally, Xi Cha has always claimed that "coffee was launched as early as the early days of the business." Its official launch of coffee products can be traced back to March 2019. At that time, tea-loving coffee boldly crossed the border, breaking the boundary between tea and coffee. Launch inspiration coffee series: coffee Bobo ice, coffee Bobo double, Zhi Zhi American style, Zhi Zhi latte four kinds of tea-like coffee.

If you want to make big news, in July this year, Xi Tea led the investment of the boutique coffee brand seesaw to help it complete the financing of more than 100 million yuan in the A+ round. August 10th with "who wants tea-loving coffee?" "such a push, a major launch of raw coconut coffee series of three coffee drinks.

And coffee was also found in the news of [Nai Xue's tea PRO | five cities and seven stores, buy one get one free] that was pushed by Nai Xue's tea yesterday.

Why are tea brands starting to sell coffee?

In fact, the reason is very simple, with the continuous development of the new tea industry, brands and products gradually tend to homogenization. Just like Nai Xue's oil mandarin became popular a while ago, almost all tea brands began to think of minority fruits. Yellow peel, bergamot and so on followed. How to achieve brand differentiation is now the thinking of most tea brands, coffee in China has just begun, the market saturation is not high, more opportunities!

High income is the king. The consumer groups of milk tea are generally young people, and so is coffee. Consumer groups overlap, with tea and coffee for the convenience of consumers. Store and labor, the two big costs have been solved, the profit is self-evident.

Therefore, many friends who are keen on milk tea will find that their favorite tea brands are launching coffee products one after another, and the tea market begins to infiltrate to coffee.

Even milk tea has come to grab a piece of the coffee market, so isn't it more and more difficult for local coffee brands to make?

But even in 2020 of the people affected by the epidemic, it did not affect the layout of enterprises in the coffee market. Starbucks opened 259 new stores in China in 2020, setting a new record; even Tongrentang, a Chinese time-honored brand, opened cafes to sell health-preserving coffee across the border; and various local coffee brands suddenly became popular. The coffee market is booming.

According to the London International Coffee Organization, the market size of China's coffee industry will reach 300 billion yuan in 2020 and is expected to reach 1 trillion yuan in 2025. China's coffee market is entering a stage of rapid development, and the rise of new brands is faster.

The trend of new products is becoming more and more popular. Take the raw coconut latte, which is sold out all over the network, for example, its taste is very different from that of traditional coffee. The big roof was engraved a few days ago. The impact of the market, coffee products continue to adjust to cater to consumers' eating habits, a variety of special features emerge in endlessly, coffee gradually "milk tea".

Coffee and milk tea are both caffeinated drinks, and most consumers will choose only one caffeinated drink a day for health reasons. From the perspective of caffeine, the two kinds of drinks are similar in function and have the same impact. To some extent, they are substitutes.

For milk tea and coffee brands in first-and second-tier cities, the consumer groups overlap, the store layout is the same, and the product function is the same, how can there not be a competitive relationship? Admittedly, in the current beverage market, the dividing line between coffee and tea is still clear. However, with the strong momentum of major brands and more and more entrants, it is difficult for the beverage market to dig out new business models, and the competition will only become more and more fierce.

Whether to drink coffee or milk tea will certainly become a tangled point for consumers in the future.

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Photo Source: Internet