New tea drinks require flow and quality

In recent years, with the characteristics of rich variety, changeable taste, and online appearance, new tea brands have risen one after another, winning the favor of young consumer groups and becoming the outlet for capital to chase
.

According to data from relevant consulting institutions, the size of China's new tea beverage market reached 279.
59 billion yuan
in 2021.
In 2022, 26.
2% of China's new tea consumers said that the frequency of consumption will increase
in the future.
As consumer demand continues to increase, it is expected that the market size of new tea drinks will reach 374.
93 billion yuan
in 2025.

In order to achieve brand upgrading and continuously develop the market, various new tea beverage companies have set their sights on IP co-branding, and launched products through co-branding with popular IP such as popular dramas, trendy clothing, and cartoon images, so as to rapidly expand brand awareness and obtain the effect of "1+1>2
".
According to incomplete statistics, in the first half of 2022 alone, new tea brands co-branded more than 30 times
.

It is not difficult to find that a good co-branded product can indeed bring more attention to new tea beverage companies and attract more consumers
.
Many popular IPs bring their own traffic, and with the traffic effect, new tea brands can better match the interests of young consumers through co-branding, thereby gaining attention
on multiple platforms.
Successful co-branded products can also allow brands to bring their own topics, and by upgrading the consumer experience, trigger users to forward and interact on social platforms, so that brand awareness can increase
rapidly.

With the increasing number of entrants and the fiercer market competition, it seems that it is becoming more and more difficult for new tea beverage companies to innovate products and achieve brand differentiation, and it is becoming more and more common
to rely solely on co-branding with popular IPs to generate traffic.
Not to mention the sustainability and stability of the traffic brought by the joint name, some joint attempts to "overturn" for the sake of the joint name are difficult to achieve the expected effect
of the enterprise.

In the final analysis, for new tea beverage companies, creating creative co-branded products may only attract temporary attention and traffic, and paying attention to the quality of the product itself and continuously improving product quality is the foundation of
the brand.

New tea beverage enterprises should take consumers as the center, conduct in-depth research on their consumption needs and purchasing habits, and then create higher quality products according to the preferences of target consumer groups and brand positioning to meet diversified and personalized needs
.
At the same time, enterprises should also pay more attention to food safety, and constantly promote refined management, only through product quality to attract and retain more consumers, in order to have the opportunity to achieve rapid development
in market competition.

(Li Shengdange)

China Food News(November 28, 2022, Version 07)

(Responsible editor: Wang Jiayi)