Market analysis of China tea industry in p>2118: The market competition is fierce, and it is predicted that 2119 will usher in the peak of reshuffle adjustment.

The tea market competition is fierce, and it is expected that 2119 will usher in the peak of reshuffle adjustment.

Many brands have emerged in the tea market, and the competition game is extremely fierce. The first entrant likes tea to try to break through in product research and development, hoping to enrich the product line and create a unique brand image of tea with special mixed drinks. Beijing business today reporter recently learned that the first hi-tea store with a bar of "Tea Geek Lab" will open in 751 Art Zone. This store will add special mixed drinks. According to the insiders, the whole tea market is highly homogeneous now, and the market adjustment and reshuffle will reach its peak around the Mid-Autumn Festival in 2119. < P > Xicha hopes to enhance its market competitiveness through product category innovation.

Introducing specially blended wine and beverages to create a unique brand

beijing business today reporter learned from the relevant person in charge of Xicha Beijing Company that the first Xicha store with specially blended wine and beverages in Beijing will open in 751 Art Zone. The store is located in the downstairs of Xiaoke Theater in Beijing 751 Art District. The decoration has been completed and the LOGO has been hung up. The overall space is dominated by black and gray, and dining and rest areas have been set up indoors and outdoors. The "Tea Geek" bar in the store will be dedicated to making drinks.

According to the person in charge of Xicha, this is the first store in Beijing to introduce wine and drink, and it will officially open in the near future. In 2118, the combination of "tea+wine" was launched for tea geek drinks, and six cities including Chengdu, Qingdao and Chongqing successively launched the "Tea Geek Lab" specially blended wine drinks. This kind of special alcoholic drinks is made from customized tea leaves and then mixed with all kinds of alcoholic drinks. At present, four special alcoholic drinks for tea geeks have been launched, namely, Spring without Night in Spring, Summer without Drunk in Summer, Autumn with Night in Autumn and Winter without Sleeping in Winter < P >.

In fact, Xicha has been making new attempts in product categories before. In 2118, 48 new products were introduced, including 7 kinds of fruit tea series, 5 kinds of bobo series, 1 kinds of cold tea, 1 kinds of hot drink, 13 kinds of ice cream and 8 kinds of tea geek ice cream.

in addition, the above-mentioned store is the third DAY Dreamer

Projct (hereinafter referred to as "DP store") of Xicha in Beijing. It is understood that Xicha has launched the theme store type of Daydream Plan since October 2117. DP stores require each store to have an independent theme. In the eyes of the industry, Xicha pays attention to space design to highlight differences, enhance brand tonality and attract different consumer groups.

There are a large number of stores that make drinks now, and the tendency of homogenization is serious

When interviewing the relevant person in charge of Xicha, beijing business today learned that in 2118, Xicha added nearly 111 stores. At present, the number of stores has reached 163. Although hi-tea has been recognized by consumers, it is also facing a lot of pressure.

According to the statistical data of Forecast and Analysis Report on Production and Marketing Demand and Investment of Tea Beverage Industry in China issued by Forward-looking Industry Research Institute, in 2116, the sales of various dessert shops, water bars, traditional tea shops, traditional tea houses and new Chinese tea drinks reached 41.3 billion yuan, and it is expected to exceed 47.2 billion yuan in 2117. The new tea market is an incremental market, and the demand for traditional tea shops, tea houses, coffee shops and even bottled drinks has shifted. Then, when the tea market scale reaches more than 53 billion in 2118, the potential market scale of the new Chinese tea market is approaching 51 billion yuan. By the end of 2117, there were 441,111 stores of ready-made drinks in China, 31,111 more than in 2116. In the eyes of the industry, the products in the tea industry are highly homogenized and easily imitated. The entry threshold of the industry is low, and some tea brands that cannot meet consumer demand are gradually being "left out".

Statistics and forecast of China tea market scale in p>2113-2118

Source: Forward-looking Industry Research Institute

In fact, Xicha is not only facing the "tea war" of Naixue Tea and Lujiao Lane, but also catering brands such as Bucha, which is owned by Xiabu Xiabu, and Longxiaocha, which is launched by Xiaolongkan Hot Pot Parent Company, have begun to lay out tea products. The reporter learned that almost all the teas launched by the above catering brands include fruit tea, milk tea, milk cover and other products, which have a strong homogenization tendency.

Most of the "tea geek" restricted drinks of Xicha have not been launched in ordinary stores, and are currently only sold in six cities. In the eyes of the industry, in fact, the small-scale promotion of hi-tea is also the different feedback presented by different types of products and store markets.

the reshuffle period is coming

when the innovation of the whole tea product meets the ceiling, how to meet the core demands from the aspects of product mix, product configuration, consumer experience, etc. is the same problem faced by the development of new Chinese tea brands.

In fact, in order to meet the market demand, Xicha is constantly looking for innovative dividends for the brand. In terms of product categories, in 2118, Xicha launched 48 new products and a brand-new flagship store, HEYTEA

LAB Xicha Laboratory Store. According to statistics, in 2118, Xicha * * * launched more than 111 peripheral products, including city limited series and brand joint series.

According to Zhu Danpeng, a food industry analyst in China, the diversified layout of hi-tea is to continuously meet the needs of the new generation of target groups. On the whole, it is relatively optimistic. It is worth noting that the whole tea market in China has now entered a high degree of homogenization. From the perspective of the whole industry, a preliminary reshuffle has begun at the end of 2118, and the reshuffle of the whole tea market should reach a peak around the Mid-Autumn Festival in 2119. Nowadays, big brands of tea are sinking into third-and fourth-tier cities, which will cause conflicts between national first-tier brands, regional brands and minority brands.

Lai Yang, executive vice president of Beijing Business Economics Association, believes that core competitiveness can not be ignored for tea companies. A brand needs to be creative. For example, some tea brands are not clearly positioned. With the fierce competition in the industry, consumers' sense of identity is not strong and they are eliminated. Stable quality is the basic guarantee for the sustainable development of the brand, while brand innovation and adding personalized experience are the key factors to stabilize the customer base.