The reason why consumers will choose to drink coffee, the vast majority is from its, "functional demand" factor. Coffee, as a beverage, has a certain "functionality". Most people want to drink coffee because they are sleepy, tired and unable to rest, and need to use the caffeine in coffee to refresh their minds.
Simple understanding: need to use the caffeine in coffee, to help refresh the brain, reduce sleepiness slack, eliminate fatigue, relaxation, relieve stress, in order to maintain a normal working condition.
2. Choose to drink milk tea, less rational factors, more emotional factors, most of which are "leisure needs":
Some young people belonging to the milk tea party, especially female friends, like to drink milk tea, there is not much subjective needs, do not need any reason, want to drink on drink. They said: when thirsty, hungry, want to rest, in a bad mood, lonely, need to make a single, chat with friends, will come to a cup of milk tea. It can be seen that the motives for choosing to drink milk tea are less rational and more emotional, with a high degree of freedom and casualness, and outstanding leisure.
3. Choose to drink tea, "diversified needs":
In China today, the people who drink traditional tea, or account for the majority. Most people choose to drink tea, mainly the following motives: quenching thirst, refreshing, habit preferences, health care, enjoy life, enrich the spiritual world, and so on.
Advantages of drinking traditional tea:
① health, no sugar, no additives;
② rich varieties of origin, a wide range of choices;
③ with the brewing of the drink, want to drink on the brewing;
④ like to be alone at home alone to drink, like the bustling teahouse **** to drink;
⑤ more or less unrestricted, alone to drink the taste of the idea of the people to savor;
⑥ affordable, each take what you need;
⑦ the most suitable for middle-aged and elderly people, etc.
The new tea is a great choice for those who want to have a good time.
New tea drink consumers: mainly refers to: "90 + women", "students + white-collar", the main consumer groups.
① "Post-90s + women", the main force of the new tea drinks. Accounting for nearly 40%, especially after 95 boy, the new tea drink is also fond of, accounting for more than 10%.
② Combined with Taobao data, "new tea drink consumers" in about 77% of the "house" attribute, they are basically: a network of people, anime fans, digital people, painters, and so on.
1) "Students + white-collar workers", the main force of the new tea drinks. Occupational labeling is significantly higher than the broader food and beverage market, especially the proportion of student groups is about 2.5 times that of the broader market.
② "Students + white-collar", the main force of the new tea drinks. Generally have the depth of online shopping consumption habits. The proportion of "new tea drink consumers" who have consumed more than 13 times in the last 180 days is about 1.5 times that of the large food and beverage market.
The 3 major consumer product categories referred to here are: coffee, tea drinks, and bakery desserts.
①According to the Ali Eco-Fusion data: "new tea drink consumers", the degree of preference for tea, coffee, bread, these 3 categories, there is a high degree of integration. This means that there is a strong user base for tea drinks, coffee, bread, and the 3 categories.
② "New tea consumers" have: high tea preference, high coffee preference ≈ 30.9%.
Those with high tea preference and high bakery and dessert preference ≈ 45.2%.
"New tea drinks" generally refers to all kinds of drinks that are made and sold on-site for consumers to drink directly. For example: freshly brewed coffee, freshly made tea, freshly squeezed juice, yogurt bar, etc.
This is the first time that we have seen this kind of beverage in the market.
1. Consumption upgrading 1.0 era, "new tea drink" was born:
① gradually become a must-have menu:
2015~2019, the domestic "freshly made tea drink" market, capital gathering, hot spots frequently , the original products have been upgraded. Milk cover tea, fruit tea, represented by the new style of tea drinks, gradually become the menu must choose.
② store enthusiasm:
According to Enterprise Search data show: since 2015, the number of new tea drink related enterprises, year on year growth. 2019, the number of new related enterprises / stores, amounting to more than 60,000.
④ Xicha, Nexue's tea, Lele Tea, and other brands:
The above brands, become the main force of innovation. Through the disruptive innovation approach, leading the industry's consumer upgrading and brand operations.
2. Consumption upgrading 2.0 era, digitalization brings heavy experience, heavy brand, heavy trend:
① After the new crown epidemic, "new tea drink consumers" enthusiasm to recover:
At the beginning of 2020, the new crown epidemic on the catering industry is a big blow. After the epidemic was brought under control, the food and beverage market basically recovered, and the enthusiasm of "new tea drink consumers" also recovered, bringing further opportunities, challenges, and competition to the market.
② Consumption upgrading is still in progress, the brands, tea enterprises, the use of digital means, rapid integration:
After the epidemic, China's "new tea drink" market is currently in the "large space for development, the product is more standardized, niche categories have the opportunity to give birth to national coverage of the brand" stage, consumer upgrading is still in progress. Various enterprises, brands, are using digital means, around their own products, channels, brand **** vibration, rapid integration.
1. Tea, coffee, milk tea, which one do you choose? Determined by the motivation:
① choose to drink coffee: Generally belongs to the "functional needs", the need to use the caffeine in the coffee, to help refresh the brain, reduce sleepiness slack, eliminate fatigue, relaxation, relieve stress, in order to maintain a normal working condition.
② choose to drink milk tea: less rational factors, more perceptual factors, most of which are "leisure needs". There is not much subjective demand, do not need any reason, want to drink on drink. They said: when thirsty, hungry, want to rest, in a bad mood, lonely, need to make a single, chat with friends, will come to a cup of milk tea. It can be seen that the motives for choosing to drink milk tea, less rational factors, more emotional factors, the freedom of casual sex, leisure is prominent.
③ choose to drink tea: a "diversified demand": in today's China, drinking traditional tea, or the majority of the population. Most people choose to drink tea, mainly the following motives: quenching thirst, refreshing, habit preferences, health care, enjoy life, enrich the spiritual world, and so on.
2.2020 New Tea Consumer Survey:
The new tea consumers, mainly refers to: "90 + women", "students + white-collar", the main consumer groups.
① New tea drink consumers: "90 + women" as the main crowd, "house" attribute is prominent.
② new tea drink consumers: "students + white-collar" labeling is obvious, there is a depth of online shopping consumption habits.
③ New tea consumers: there is a great degree of integration in the three major consumer categories: coffee, tea, bread and desserts.
3. Consumption upgrading brings the rise of new tea drinks:
① Consumption upgrading 1.0 era: the birth of the "new tea drinks", gradually become a must-have menu, the new model frequently, the enthusiasm to open a store, Xicha, Nexue's Tea, Lele Tea, and other brands, to become the main force of innovation.
② Consumption upgrade 2.0 era: digitalization brings heavy experience, heavy brand, heavy trend:
After the new crown epidemic, the "new tea consumers" enthusiasm recovery, consumption upgrade is still in progress, the brands, tea enterprises, the use of digital means, rapid integration.
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