Young people's "new favorite" cold tea: can we start the next "Lipton era"?

（ This is from the Internet , Invasion and deletion ）

scorching summer sun , If you can drink a cup of raw coconut latte anytime, anywhere 、 Peach Oolong 、 Duck excrement flavored lemonade , How happy this should be . But when you see “ Drink and soak ”、“ It is necessary to relieve summer heat ”、“ No sugar, no card, good to drink, no fat ”、“ Raw coconut latte 、 Peach Oolong, etc ...... Sugar free milk tea ” These propaganda slogans , Would you be curious about what this new tea is , I want to buy it and taste it ？

Actually , This is just a bag of ordinary cold tea , Just choose the cold tea bag with milk tea or fruit tea you like , Then brew with cold boiled water or normal temperature milk , Let it stand for about half an hour or choose to put it in the refrigerator for refrigeration , You can have a cup “ Flat replacement version ” Fruit tea or milk tea .

And this package “ The price is less than 10 element ”“ The taste is fresh ”“ Sugar free and fat free ” The cold tea bag is already in The little red book 、 BiliBili, Taobao and other content communities or online shopping APP Popular . On Taobao , Naixue's tea “ A week of good tea ” Monthly sales of cold brewed fruit tea 1 ten thousand +; Rongzhitang “ Kumquat passion fruit ” Monthly sales of cold tea 9 ten thousand +; Lipton “ White Peach Oolong tea ” Monthly sales of cold brewed fruit tea 3000+.

“ Melting finance and Economics ” See in the little red book , A blogger posted “75 Cold tea evaluation video ” The number of likes has reached 9.6 ten thousand , Comment quantity 680, In the video, Amway introduced a number of cold tea products under the new milk tea brand , for example Snow Ice City Of “ White Peach Oolong tea ”, The color of tea is pleasant “ Get used to tea ”, Naixue's tea “ Jin Zhigui ”“ Pink sunset ” etc. .

（ The screenshot from ： The little red book ）

What kind of new tea drink is cold tea ？ It can be loved by more and more young people , As well as the competition among the major new tea brands ？ In this market , Can you run out of the next “ Lipton ”？

01 Why is cold tea so popular ？

actually , Cold tea has a long history , Come of 《 Eighty one dysmenorrhea 》 A mysterious ancient recipe in , Then it was said that Zhu Yuanzhang marched and fought for years , Soldiers often suffer from physical exhaustion, dizziness and blurred vision , Liu Bowen found that this square was used in the army after checking ancient books , Let the soldiers eat dry food and drink cold tea. After all , This is the first army tea in the world “ Cold tea ” Be born .

Up to now , Cold brewed tea is classified as a new category of new tea drinks . On the international tea day last year , The first specific product standard in the new tea industry 《 Group standard for tea beverage series 》 Develop new tea products , It contains milk tea made in situ 、 Instant milk covered tea 、 Freshly made fruit tea 、 There are five categories of instant bubble tea and instant refrigeration tea . But cold tea can be loved by young people , The key factor is also the price 、 Taste and efficacy ：

（1） Compared with traditional hot tea , Cold tea tastes fresh 、 The process is also simpler , The taste is also richer .

as everyone knows , The original tea used in traditional hot tea not only has a high unit price , Water quality during brewing 、 temperature 、 There are strict time requirements ; But in the moment , Be used to “ Fast tempo ” Young people living , Obviously more interested in making simple cold tea ; In addition, cold tea is more sweet and not bitter , This is because the tea leaves are cold , Caffeine and tannins, which are bitter and astringent, are rarely dissolved , But there is something fresh 、 Sweet taste of amino acid leaching , Hot bubbles are the opposite .

You know The last user shared his experience of drinking cold tea ,“ Cold tea is the best drink that dare not drink hot tea in summer , Thirst and thirst go together Get it done Outside , There is another advantage , It can replace all kinds of sugary drinks in summer —— Whether it's carbonated drinks or Starbucks' xingbingle .”

also , Nowadays, many traditional tea enterprises 、 Milk tea brands or tea bag enterprises launch cold tea series products , It can also meet the demands of young people for a variety of tastes . like 2020 Naixue's tea in introduced fresh fruit tea 、 The tea base of treasure tea series , In recent years, tea has been a little empty 、Chabiubiu、CHALI Many brands, such as Chali, have introduced cold brewed tea through cold extraction technology .

Another advantage of cold tea is low sugar 、 health ：

（2） Compare the current milk tea , Cold tea is cost-effective , Not only is it convenient to brew , No sugar or low sugar 0 Fat labels are also healthier .

It's like snow city “ White Peach Oolong ”24.9 Ten yuan , A bag only needs less than 3 element ; It is customary for the tea color to be pleasant. The average price of tea products is less than a bag 2 element . This is more than half of the original price of milk tea . But young people prefer the characteristics of cold tea , Or health and low fat .

Milk tea is high in sugar , Many young people who keep in good health or lose weight are afraid , However, cold brewed tea keeps the taste similar to that of fruit tea or milk tea to the greatest extent , It uses tea and dried fruit as raw materials , More healthy materials ; Many cold brewed tea advocate sugar free, fat free or health preserving labels , The famous sugar free tea and cold brewed tea series of hobinese , Yuquan rhyme “ Honey peach and white peach ” Combine cold tea . In contrast, the new milk tea enterprises , Although many players have also launched sugar free milk tea or fructose drinks , But we can't really 0 sugar 0 fat ,

anyway , This kind of innovative tea “ Cold tea ” Appearance , Overturned people's cognition of hot tea making , It brings a variety of choices to consumers , It also brings new products to old tea brands , It also brings incremental market to the new milk tea brand .

For traditional pure tea enterprises , Trendy new products are the gateway to the youth market “ The key ”.

Eight horses 、 Traditional tea enterprises like Dayi believe that many young people are not familiar with , What you are familiar with may be the product names of Biluochun or Pu'er tea , But today's young people are not keen on making pure tea . So , Zhang Yiyuan 、 Tongrentang 、 Huqingyu Time-honored brand Brands are constantly innovating , Not only change their own sales channels to online , They also offer cold tea products of various flavors , For example, mulberry and medlar tea 、 Cold tea with such health preserving functions as red bean and job's tears tea .

For the new tea brands , Store expansion and category expansion are the king .

The new tea industry has many “ Internal volume ”, I believe many people know . Honey snow ice city is broken 2 Ten thousand stores , Books burn Fairy grass super 6000 stores . It's not just store expansion “ Internal volume ”, There are also new ones “ Internal volume ”. according to the understanding of ,2021 Throughout the year , Naixue's tea averages 3.5 It's a new day , Total launch 105 New product .

It seems that speeding up the opening of stores and promoting innovation has become the only way for the development of new tea brands , But the high cost pressure brought about by this expansion mode , It also makes it difficult for many enterprises to cross the profit gap , At present, the two big tea giants like tea and Naixue are in a state of loss ; According to 《2021 New tea Research Report 》 Show ,2020, The growth rate of the new tea market is 26.1%,2021-2022 The annual growth rate has dropped to 19% about , future 2-3 The overall growth rate of the track will be adjusted to 10%-15%.

Market growth slows down 、 The living space becomes smaller , The competitive environment has deteriorated again , To break this bottleneck and avoid going downhill , New tea brands need to be industrialized , Through standardized retail products , To find the second growth curve . Original tea, bagged tea or cold tea, which are easier to standardize and develop , It has become the focus of everyone's entry .

“ Melting finance and Economics ” According to AI media consulting data , The market scale of Chinese youth quality tea has grown from 2015 - 2021 Year on year growth , The compound growth rate during this period is 19.1%,2021 The annual market size is about 1011 One hundred million yuan , expect 2024 The annual market scale is expected to reach 1729 One hundred million yuan . According to tmall 2021 year 9 The new Chinese tea track list released in May ,CHALI Cha Li 、 Tea is empty 、TNO、 Tea Yan Yuese and Naixue's tea have entered the top five of the heat list .

Half of the online tea drinking circuit is dominated by tea bag brands , The development potential of cold brewed tea belonging to the same industry . At present, Naixue's tea 、 Like tea 、 Tea Yan Yuese and other offline tea chain brands have also launched tea bags or cold tea products , Even Starbucks 、 Rui Xing coffee And other coffee brands have also launched cold extracted coffee or tea and coffee drinks .

in addition , Pengxin, the founder of Naixue tea, once told the media ,“ At the beginning, the sales volume of cold tea can only sell a few cups a day , But they still insist on selling tea retail gift boxes and cold tea in stores . At present, the sales of pure tea can account for the whole tea of Naixue 10% above .” It can be seen that the industrialization potential of such single products as raw tea and cold tea .

So it looks like , The explosion of cold tea , Refresh consumers' cognition of hot tea making , At the same time, it will drive more tea enterprises to accelerate their layout . But in this market , Can a giant be born ？

02 Naixue's tea 、 Happy tea leaves one after another , Inside the cold tea making track , Can you run out of the next “ Lipton ”？

According to the research report website 《2021 Analysis report on China's tea bag Market in - Evaluation of industrial scale and development prospect 》 Show ,2018 The global tea production in 589.7 Ten thousand tons of , The global tea market is expected to grow from 2017 Year of 494.6 Up to $100 million 731.3 Billion dollars . Compared with ordinary tea, bagged tea , More convenient , The average proportion of global tea bags in the total consumption of tea products is 23.5%; The proportion of bagged tea in the total consumption of tea products in China is very low , Only for 5%, Compared with other tea drinking countries , China's tea bag industry still has great development space .

However, the growth rate of online market scale of bagged tea in China is significantly higher than that of traditional tea , On the one hand, it is because the online market base of tea bags is small , On the other hand, it is because tea bags are aimed at young consumers , Most of these groups are primitive Internet residents , Yes, portable 、 Simple tea bags are more acceptable .

In the tea bag Market , Lipton was a “ myth ”. A Xinhua News Agency report , Give Way “ China's 70000 tea enterprises , Not worth a Lipton ” The enlightening words of have been passed down to this day . But now Lipton has been sold by Unilever , Tea bag has a single taste 、 Unhealthy quality and other problems have also made this enterprise gradually fall into the altar .

In this potential track , Can new tea drinks like cold tea open up new routes ？

Actually , The popular logic of cold tea making is similar to that of Lipton fire . One is by putting tea leaves into tea bags , Changed the way people drink tea ; The other is through the cold bubble process , It refreshes people's understanding of tea making . So it looks like , Cold tea can make a fire , by “ New concept ” Output .

But compared with traditional tea bags like Lipton , The taste of cold tea 、 species 、 Richer labels , Like a traditional tea bag “ Upgraded version ”. For example, in terms of species , Naixue's tea “ A week of good tea ” Cold tea series products , There is “ Jasmine first snow ”“ Golden osmanthus knows autumn ”“ Midsummer roses ” Wait for seven flavors .

In addition, on the package , Cold tea is made by “ Homophonic stem ”“ Pure and fresh ”“ Japanese ” The packaging design of , More energetic . Similar to the new tea brand Tea Xiaokai , Its products use “ Yi Zhongren ”、“ No, just ”、“ Jujube off the list ” Isohomophonic stem label , And use “ star ” This kind of abstract graphic packaging is more scientific and technological 、 Frontiers . Lipton has occupied the main market share of tea bags , But the year-round packaging is lack of novelty , Traditional yellow packaging , Even if in recent years “ Triangle tea bag ” Design , But it is hard to avoid lack of new ideas .

At present, a large number of players enter the cold tea making track , It mainly includes these three categories ：

One is Zhang Yiyuan 、 Traditional original tea enterprises like Tongrentang ; The other is Lipton 、 Tea making enterprises with old and new tea bags ; The third kind is Naixue's tea 、 New tea brands such as tea Yan Yue se .

（ Picture source ： New frontline Tea Research Laboratory , Invasion and deletion ）

among , There have also been a lot of hot Internet cold tea , Peach Oolong 、 White Peach Oolong 、 Grapefruit, jasmine, etc . What we can see is , The constant admission of players , It will accelerate the industry to maturity . On the one hand, the competition is increasing , It can promote enterprises to continuously promote new industries and accelerate the popularization of the market ; On the other hand, it can drive the research and development of technologies such as cold extraction of raw tea at the upstream end of the industrial chain , It is conducive to the rapid mass production of cold tea products .

however , After all, cold tea still belongs to the new tea drinking circuit , No fire can escape “ Product life cycle law ”. Lipton, once a myth, is no longer good to drink , Now the fruit tea is very popular 、 Milk cream tea with milk 、 Cold tea making is not necessarily hot in the future . And in front of cold tea , We still have to overcome the biggest problem , The question of penetration . As mentioned above , The proportion of bagged tea in the total consumption of tea products in China is still very low , The original tea is mainly aimed at the middle-aged and elderly market , The application scenario of cold tea making is between the two .

So on the whole , The popularity of cold tea making , It is another innovation of the new tea ; This kind of tea drinking method that subverts the traditional cognition of making hot tea , Can the future continue to be hot , It also depends on the reaction of the consumer market . After all, customers are always chasing fashion , Product innovation is the eternal law . And the players who are working hard in the cold tea market , Can we create a world that belongs to “ The age of cold tea making ” Well ？

Reference source ：

1.《 The age of cold tea making 》 New frontline Tea Research Laboratory

2.《 Tea bags are making a comeback ： Cha Li 、 Tea lovers , How the life of Frieden ？》 attachment Insight

3.《“ The Buddha is ” Thousands of years of Chinese tea , Now I want a world sign 》FBIF Food and beverage innovation

4.《2 Lipton of gross money , Why no one likes to drink ？》 Hard core Kanban

* The pictures in this article are all from the Internet

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