Source: People's Daily Overseas Edition
Author: Li Xueqin
"West Lake Longjing, the entrance is fresh, drinking into the south of the river", "Wuyi Mountain Oolong Tea mouth feels clear, with the aroma of orchids", "The fragrance of tea is quiet, and it is very good with lemon.""Choose duck shit, a single cluster of tea" ... Open the order of the order of the mobile phone. Many new tea shops use the variety and origin of tea as the highlight of the publicity. It focuses on the unusual taste and taste, which attracts consumers to place orders.
Today, various types of new tea drinks have developed rapidly and have become a highlight of the online consumer market.With the continuous diversification of consumer scenarios such as shared tea rooms and tea boiled tea, many netizens fell in love with "trying new tea", and the enthusiasm for drinking tea has increased significantly.
Enhance freshness and experience
Green tea, white tea, black tea, oolong tea, etc., with mango, grapes, lemon and other fruits, supplemented by fresh milk, cheese and other milk products ... The new -style tea drinks are popular in time and category. "Original leavesTea+fresh fruit+fresh milk "has become the standard for the new tea shop, which reflects the pursuit of fresh and healthy nutrition drinks at the moment.
Young gameplay with popular IP, pop -up, and creating products around the product. While strengthening the brand style, it has also continued to break the new tea brand, which enhances consumers' freshness and experience.For example, some brands combine the cultural elements of various cities to launch "urban cultural tourism" limited refrigerator stickers and co -branded with hit drama, etc., attracting many young consumers.
Thanks to the spread of the Internet, the Chinese new tea market has risen rapidly.The 2023 New Tea Study Report recently released by the China Chain Management Association's new tea drink committee shows that as of August this year, the total number of new tea stores in China will reach 515,000.The market size is expected to exceed 200 billion yuan.
"New tea is a breakthrough, which has made great changes in the technology, products and consumption models of Chinese tea, which has promoted the upgrading of the industry. New tea drinks have also cultivated consumers for traditional Chinese tea.Consumers attracted to 'drink tea', and through the method of integrating traditional tea to cultivate consumers to drink Chinese tea. From this perspective, new tea drinks contribute great contributions to 'tea culture'. "Researcher Yin Junfeng said.
The 2022 new tea drink high -quality development report released by the Tea Research Institute of the Chinese Academy of Agricultural Sciences shows that the new tea brand has become a window for young people to understand and spread traditional tea culture.46.9%of the post -90s said that they met more traditional tea during the consumption of new tea drinks. 44.68%expressed their understanding of different tea categories. 54.68%believed that they felt the charm of Chinese tea culture.
Experience tea drinking scene is favored
"New tea drinks have improved and innovated in many aspects such as product concepts, production, and brand promotion.The director of the department, Ni Yuefeng, believes that the popularity of new tea drinks also reflects that the new consumer culture is forming.At present, young people are gradually becoming an important force in China's consumer market, and their purchasing power and purchasing habits affect market changes.Young consumers are more willing to pay for personalized and differentiated consumption, which has spawned a variety of new formats and produced a variety of consumer scenarios and new business opportunities.
Last winter, the boiled tea became popular on social media as a novel way of drinking tea.Three or five friends, sitting around the stove, cooking a pot of tea ... The combination of Chinese scenes and modern creativity has become a new choice for many people's gatherings.This summer, "Bing Boce Tea" appeared, and the topic related videos of this topic played more than 80 million on the Douyin platform."Movies", "Beautiful", "Slow Life", "New Chinese Wind", "New Chinese Wind", "One Cup and One Beauty Life" and other videos have become high -frequency words in the video related videos of "Bohilers Ice Tea".Different from the cooked tea in winter, the charcoal fire in the stove was replaced with ice cubes and dry ice. After adding the water, the mist spread, and the atmosphere was full."" "."Sitting alone in the store, as if staying away from the city, time is slowing down. Sometimes talking to customers will also choose a better place in this atmosphere, making it easier to talk about." Some netizens said.
Booking online, scanning the code, self -helping tea, no service staff, you are the owner of the tea room. Have you experienced this way of self -service tea drinking?With the development of digital technologies such as the Internet of Things, self -help sharing tea rooms have quietly emerged.Experts believe that the new type of tea drinking scene has attracted much attention, meeting people's social needs and emotional needs, and bringing more fresh experiences to consumers.Make full use of the Internet and other technologies to create a new way of drinking tea, so that more and more young people can understand tea and fall in love with tea, which can promote Chinese tea culture into people's daily life and rejuvenate.
