"2020 New Tea Drinking White Paper" is released, can the cruel milk tea rivers and lakes really make money?

The rumors of Hi Tea's listing spread like wildfire.

New-style tea drinks are becoming a new type of unicorn sought after by capital.
Capital is always happy to embrace young people.

According to data from the "White Paper on New Tea Drinks 2020", in 2020, new tea drinks have entered the digital 3.
0 stage.
It is estimated that by the end of 2020, the market size of new tea drinks will exceed 100 billion yuan.

In 2020, the number of milk tea shops across the country will reach 480,000.
Surprisingly, only 18.
8% of milk tea shops will survive a year.

Who can save Chinese milk tea? Are those foreign disruptive innovators? Or is it a self-helper? Or waiting for a new savior?

1The harder you work, the more slippery you get?

Nayuki's Cha has submitted a prospectus.

There are 507 directly-operated stores worldwide with 14,000+ employees.
Founded for 6 years, Peng Xin, the former brand director of Kingdee Software, as a contemporary young urban woman, the dream of a milk tea shop is approaching step by step.

Na Xue's tea is valued at 13 billion yuan, the darling of capital.

However, in Harbin, you can't drink a cup of "Hi Tea" succulent grapes, and you can't taste a cup of "Lele Tea".
Only when you go to Heilongjiang University, 30 kilometers away, you can drink a cup of "Hundred Tea".

Just after being planted by the "Little Sweet Potatoes", "Tea Yan Yue Color" was not found on the map of Beijing, and it was difficult to find a glass of "Fushimi Taoshan" Oolong Plum Wine.
"Gu Ming", which has 3000 stores across the country, has never entered the threshold of Beijing.

There are very few new tea brands in the north that are booming in the south.

The store of the representative brand of new-style tea drinks, "Nai Xue's Tea", also proves this judgment.

The prospectus shows that as of September 30, 2020, among the 420 mainland stores of Naixue's tea, the total number of stores in the southern region reached 333, accounting for 79.
29% of the total number of stores, and the number of stores in northern provinces is generally less than six.

Yibang Power understands that the general situation in the industry is that most of the new tea brands are active in the south, while less are located in the north.

When we talk about milk tea, we cannot ignore the background.
It will be particularly interesting if we trace the origin to discuss it.
In Milk Tea's life experience, there is a secret of Princess Wencheng's entry into Tibet.

In the sanctuary of the snow-covered plateau, a princess with a little fanfare slightly frowned: "Why are these dairy products and mutton again?"

I don't know what inspired her.
She mixed the tea from the place of birth and the local milk, touched it with her tongue a little, smiled, and her eyes instantly regained the brilliance of the past.
This long-lost smile seems to only emerge in the memory of Datang.
A new era has begun, and the name of Princess Wencheng has a subtle connection with milk tea.

The above information cannot be verified.
What historical data can be verified is that the Tang Dynasty did have the embryonic form of tea making.
People drove the tea into fine powder to make matcha, and then spread it to the Western Regions.
The Western Regions' long-term consumption of meat caused great damage to the cardiovascular and cerebrovascular blood vessels, so they brewed tea and milk together to make milk tea and drank it with salt.

The embryonic form of the earliest milk tea was born.

2 The more aftertaste, the more bitter?

Milk tea was later spread to India along the Silk Road.
Indians added a lot of spices to milk tea, such as star anise, cinnamon, cloves, ginger, pepper, etc.
, to enhance the taste.
Therefore, the characteristics of Indian milk tea are particularly spicy.

After India became a colony, milk tea drinks were introduced to Europe.
Because they were not used to the strong spice taste, they removed a lot of spices and added maple syrup or white sugar to the milk tea for flavor.
The improved milk tea was loved by the British royal family and aristocrats and became the exclusive drink for the British royal family.

In modern times, milk tea was once again spread back to Hong Kong, China and Taiwan, China.
On the basis of English milk tea, Hong Kong people choose crushed Ceylon black tea, which is filtered through a strainer, and then seasoned with evaporated milk.
When filtered through a strainer, the milk tea resembles stockings and gets the name "stocking milk tea".

On the basis of Hong Kong-style milk tea, Taiwanese add powder balls made of starch (later named "Pearl"), or ingredients such as pudding and coconut, and named it "Pearl Milk Tea".

Guangdong is the first place to officially introduce Hong Kong-style milk tea and Taiwanese milk tea.
In the near future, young people will quickly become fans of these "milk tea".

3 The more marketing profit, the thinner?

In the milk tea industry, the most epoch-making year is 2012.

In an alley in Jiangmen, Guangdong, Hey Tea prepared the first cup of freshly brewed cheese with cheese, followed by "Zhizhi Berry Raspberry", "Zhizhi Peach Peach", "Zhizhi Mango" and "Succulent".
"Grapes" and other Internet celebrities have exploded.

The appearance of Heytea's shop is also very different from that of traditional milk tea brands.
Unlike the past "buy and go" atmosphere in the past, Heytea has opened an exquisite seating area, as if it created a kind of "third space" of Starbucks.

After Hi Tea, new tea brands such as Naixue's tea and tea beauty began to appear intensively, and most of them focused on freshness and high quality as their main promotional selling points.

Recently, CCTV's "First Time" column released the "Tea Drinks Market Survey".
The average price of Naxue’s tea was 27 yuan, of which the material cost was 10.
37 yuan, the labor cost was 7.
72 yuan, the rent and other costs were 4.
13 yuan, and the profit was only 4.
78 yuan.
It accounts for about 15% of the selling price.

Nowadays, consumers are becoming more rational and demand higher and higher.
When choosing freshly made tea, they will consider the brand, environment, image packaging design, and the use of raw materials.
The purpose of drinking a cup of milk tea is not just for Quench thirst.

At present, tea brands are complicated.
Although Internet celebrity milk tea shops can attract consumers and occupy a market in a short period of time, they can only compete in more dimensions and gradually form a recognized "brand power" in the future tea market.
A long-term plan for sustainable development in China.

The following is a summary of the development of some new tea brands:

4 Only 18.
8% survival rate

The "2020 New Tea Drinks White Paper" shows that the number of milk tea shops across the country will reach 480,000 this year.
Surprisingly, iiMedia Consulting data pointed out that only 18.
8% of milk tea shops have survived a year.

The top brand is expanding its territory, and the waist brand is also advancing by leaps and bounds.
For example, the number of Naixue's tea stores nationwide has reached 422, Xicha has nearly 400 stores, and the number of tea stores such as Baidao, Guming, and Yihetang has exceeded 3,000.

Recently, Naixue's tea submitted a listing application to the main board of the Hong Kong Stock Exchange, hitting the first share of high-end fresh milk tea.
As of September 30, 2020, Naxue's Tea has opened a total of 422 stores, which is the company with the widest coverage among high-end fresh milk tea shops based on the coverage of the city.

Freshly made milk tea on the market includes low-end (1st generation, main ingredients are creamer and milk tea powder), mid-end (2nd generation, main ingredients are broken tea and creamer, milk powder, canned fruit, jam, flavored syrup, etc.
), high-end freshly made milk tea (the third generation, that is, new-style freshly made milk tea, the main ingredients are high-quality tea, fresh milk, fresh fruits, etc.
).

The market scale of high-end new tea shops in my country has increased from 800 million yuan in 2015 to 12.
9 billion yuan in 2020, with a compound annual growth rate of 75.
8%.

This shows that for consumers, new tea drinks are already part of their daily lives

Consumption upgrades will inevitably bring about profit growth, but it should be noted that new tea drinks are no longer a profiteering industry.

5 Northerners hate milk tea

"Cantonese people drink 2.
5 cups of milk tea more than people from Northeast China each week.
"

According to the report of Alipay's digital life platform, southerners love to drink milk tea more than northerners.
Guangdong's consumption of milk tea ranks first in the country, followed by Zhejiang and Jiangsu, while in the north, only Shanxi, Shandong and Henan are on the list.
And Guangdong has the largest number of companies related to milk tea shops, more than 38,000, accounting for nearly 20%.

"We have to drink Kung Fu tea after dinner.
This has been the case since we were young.
Northerners have no habit of drinking tea.
" Lu Binqiang, the founder of Ershu Yancha, is a native of Fujian.
He ended Bei Piao in 2015 and returned to Hangzhou to start his own business.
Now he has six stores, five in Hangzhou and one in Fujian.

According to media statistics, in a small town in Zhangzhou City, Fujian, there are more than 30 milk tea brands, including national chain brands such as Gu Ming and Michelle Ice City, as well as local franchised brands such as Happy Sweet Potato and Cui Chun Feng.
Including some unbranded tea restaurants.
Baidu map shows that there is only 1 milk tea shop in Mohe City, Heilongjiang, and 44 milk tea shops in Hegang City.

Thank you, Liao Lanxin, the founder of tea, said that most milk tea brands in southern regions such as Guangshen are mainly fruit teas, which are closely related to the quality of local fruits.
In terms of her personal feelings, the taste of the same cup of tea is very different in the Shenzhen store of a certain top tea brand and the Beijing store.

At this time, the source of high-quality milk is no longer limited to the northern pastoral areas.
In the southern region, there are also high-quality enterprises such as Bright Dairy, Weiquan, and New Hope Dairy.
"Guangshen area is now very popular to make milk tea with buffalo milk.

6 North: No nightlife, blame me?

Thank you Tea Beijing Sanlitun Store.
It is a facade on the first floor, with one side facing in and the other facing the street.

Near the National Day, Liao Lanxin applied to the mall for external display (place goods, posters, etc.
on the street outside the store).
Due to formalities, the external display was approved at the end of October, but at that time, "the external display was no longer necessary.
"

，110℃，“，，，，。”

，，。

，4-11，2/3，，5-10，114，1/2。“2，。”。

，，“，10、12，8。”。

，，。，，，，。

7 shoppingmall

。

，，‘’，（）。”

，“”86，1:1，；“”82，57，25。

。，，，，。

，。、，“，，，，。”

“，。”

，。

，3，80%，、、，“，。”

，，，、、、。

8“”

《》，。，。

，？·，、。

，、、，，。

，，，。，，。

，，。

，，。

9“”

，。

1987，“”。

，，。，2005，。

、、。2009，“”，。

2015，、，。

，、，，，。

，，，，。

10“”

，，。

，，，。

，，。

，、、。

，，。

，2021。。，，。

“、、”，。

，，，。

，。

，？，。，，，。

，。

：

：，！