In the collision and fusion of "new" and "old", Chinese tea will continue to carry its own culture and history.
From "Qinqi, calligraphy, painting, poetry, wine and tea" to "chai, rice, oil, salt, sauce and vinegar tea", for a long time in China, "tea" is a cultural product and an agricultural product, but it is not a consumer product with brand power.
Speaking of "tea", the first thing that comes to mind in my mind seems to be "grandfather's teacup", "middle-aged boss's office" and other places.
Young people can accept the "bitterness" and "acidity" of coffee, but keep the tea leaves.
With "bitter" resistance.
But under the new wave of consumption, the tea brand small cans of tea with Internet thinking appeared, and the tea could also be standardized.
Teabags and Tashanji teabags appeared.
White peaches, lychees, lemons, etc.
gave the tea fruit flavors.
More and more tea brands are breaking the "old" format of tea.
They innovate products and change stereotypes, so that more young people like to drink tea and make tea more youthful.
So, under the tide of rigid demand and new consumption, how exactly is the millennium ancient tea looking "new"?
Under the change, the ancient tea really doesn't "scent" anymore?Under the change, the ancient tea really doesn't "scent" anymore?
First of all, the new consumer Daily will give you a brief understanding of the history of this thousand-year-old "ancient" tea.
As the origin of tea culture in the world, the first cup of tea belonging to the Chinese can be traced back to the Shennong era more than 4,700 years ago.
“Shennong tasted a hundred herbs and met 72 poisons every day, and it was cured by tea.
” Tea is only used as medicine.
"Drinking tea" began at the end of the Eastern Han Dynasty, sprouted in the Western Han Dynasty and the Wei and Jin Dynasties.
Initially, tea was ground into powder for drinking.
In the Tang Dynasty, tea-drinking culture achieved a milestone development.
Tea-drinking began to transition from palaces, officials, temples, and wealthy individuals to the general public.
The planting also developed from small-scale planting to large-scale industrial planting, and was born.
After the world’s first tea culture work "The Classic of Tea", Chinese tea officially went abroad to Japan and South Korea.
The "chai, rice, oil, salt, sauce and vinegar tea" we hear most nowadays was proposed in the Song Dynasty, and tea has also become a daily necessity.
Tea ordering methods, tea fighting games, and class-oriented demand for tea sets also follow.
But in the Yuan Dynasty, Chinese tea was no longer drunk in powder form, and loose tea began to appear.
Folks mainly use loose tea, and cake tea is mainly used by the royal court.
At the same time, the tea-making method of using boiling water to directly brew tea leaves also appeared.
Today, my country's tea production, sales, and export volume are among the top in the world.
According to iiMedia Consulting's "2019-2021 Global Tea Industry Operation Big Data and China's Tea Industry Innovation and Development Trends Research Report", the global tea production in 2018 reached 5,904,500 tons, of which China’s total tea production reached 2.
616 million tons, ranking No.
In addition, of the 5.
905 million tons, China contributed 2.
616 million tons (44.
But now when we talk about "tea", new tea drinks have long taken the center of the topic.
In sharp contrast, "old tea"-"Chinese tea" seems to be at an awkward node.
On the one hand, the discussion about “whether young people don’t understand tea or tea doesn’t understand young people” is raging.
Perhaps in the eyes of most young people, tea is not easy to preserve, tea drinking is troublesome, and the taste is bitter.
On the other hand, there was a ridicule of "70,000 tea drinks in China, no match for a British Lipton".
From a certain point of view, this also directly hit the pain points of this cup of Chinese tea: there are categories, no brands, and concentration.
Low and lack of benchmarks.
West Lake Longjing, Yunnan Pu'er, Xinyang Maojian, Huangshan Maofeng, Anxi Tieguanyin.
But they couldn't make a famous brand name.
But do we really no longer need "tea"?But do we really no longer need "tea"?
According to the iiMedia Consulting Report, in January 2021, nearly 90% of the Internet users surveyed were tea consumers, and nearly 40% had the habit of drinking tea every day.
In fact, Chinese tea undoubtedly has unique advantages in terms of tea culture, output, quality, and demand, but the people and habits of drinking tea are changing.
Previously, in the New Consumption Daily's analysis of the new track, the Z era becoming the main consumer is a commonplace change, and for this cup of ancient Chinese tea, this is also a change they need to look at and pay attention to.
Is the thousand-year-old tea really not "scented" anymore? In fact, this cup of tea not only hasn't declined, but under the change of the new crowd, they can also be more "scented".
Chinese tea's "being upright" is surprisingChinese tea's "being upright" is surprising
Consumption upgrades have given Chinese tea "surprisingly" and "renewed" opportunities.
From the perspective of New Consumer Daily, the “newness” of Guchahuan is mainly reflected in the changes in tea forms, tea drinking scenes, and tea drinking methods.
Chinese tea players couldn't be more suitable.
Next, the new consumer Daily will try to cite a few "odd" examples to analyze the path to rejuvenation of the millennium ancient tea.
"Little Pots of Tea": Changing the essence of tea"Little Pots of Tea": Changing the essence of tea
According to data from the China Tea Circulation Association, in 2018, China's tea production reached 2.
616 million tons, and the market's domestic sales reached 266.
1 billion yuan, and continued to grow.
In contrast, according to Euromonitor's statistics, until 2010, the established industry leaders Tianfu Tea and Dayi only accounted for 3.
72% and 3.
61% of the market share respectively.
The low level of brand concentration has given small pots of tea an opportunity to seize market share.
In addition, the traditional original leaf tea brand has not been able to escape the old story template: tea species + place of origin + craftsmanship + master craftsman = delicious and well-established, operating a single category, and most of the tea is packaged in tea cakes, large tins, and large paper bags.
In response to this, the small pot of tea created the category of "small pot of raw leaf tea", and through large-scale marketing, the innovative concepts of "one pot, one bubble" and "master made" were implanted into the minds of consumers.
At the same time, it continues to polish its technology and further enhance the barriers to competition in order to realize the intelligent upgrade of the industrial chain.
Regarding the idea of making small pots of tea, the founder Du Guoying also wanted to make tea as consumer products, making tea no longer an agricultural product and cultural product.
Therefore, it is not an exaggeration to say that "small pot of tea is an innovator in the traditional Chinese tea market".
As early as 2018, the retail sales of the small pot tea market exceeded 2 billion yuan, which also proves that consumers have retained the traditional tea culture and used fast-moving consumer goods and standardized thinking to create ancient teas and create a series of "innovations" in the brand.
Recognition of behavior.
"Tashanji": Changing the way of drinking tea"Tashanji": Changing the way of drinking tea
In addition to standardized small cans, is there a way to make raw leaf tea more convenient to drink? Put it in the tea bag.
In fact, the reason Lipton once captured the hearts of consumers in China is inseparable from his convenience: put tea in a tea bag and drink a cup of tea anytime, anywhere.
Tea bags not only have a broad market, they are also a rapidly growing tea category.
According to the Tea Circulation Association, in 2020, online sales of tea will only account for about 9% of the entire market, but the proportion of online sales of teabags is as high as 86%-which points to a highly young consumer group .
At the same time, according to iiMedia Consulting, online sales of tea bags from 2017 to 2020 have explosively increased from 1.
27 billion in 2017 to 12.
87 billion in 20 years, with a compound annual growth rate of 78.
Therefore, tea bag brands like Tashanji are also worthy of discussion, and their rise is also to a higher level: put tea in tea bags, drink a cup of "good" tea anytime, anywhere, to a certain extent, It is also changing the way of drinking tea.
On the one hand, the word "good" refers to the quality and production technology of tea leaves and tea bags.
For new tea bag brands such as Chali and Tashanji Tea, the tea leaves put in the bag are not broken leaves, but high-quality original tea bags.
Leaf tea is also breaking the idea of "tea bag" = "poor quality".
On the other hand, it is directly reflected in the taste and appearance, which is also the direct reason for consumers to choose to buy.
Taste and functional innovation is an important part.
Take Tashanji, which has only entered the tea bag category in 2020, as an example.
In addition to the pure tea series, Tashanji also launched a series of flavored tea and functional tea.
Flavored tea includes five types of products: white peach oolong, grape Pu'er, lychee black tea, lemon black tea, and coconut oolong.
In addition, tea bag brands such as Chali and Chaxiaokong all have different series and tastes to meet different needs of consumers.
From craftsmanship, taste to portability, etc.
, "Tashanji" obviously understands the needs of Chinese consumers better.
Helped to achieve a cup of "good" tea anytime, anywhere.
"Boiled leaves": Changing the scene of drinking tea"Boiled leaves": Changing the scene of drinking tea
Of course, the "old-style tea" is renewed, and it is inevitable to move towards the new-style tea.
However, in addition to Heycha, Naxue's tea, and Michelle Ice City, there is another "clear current" in the market, such as boiled leaves and future tea.
Waves, tea'stone, etc.
Take boiled leaves as an example.
In 2015, Liu Fang founded boiled leaves, which is different from some of the tea drinks on the market that cater to the trend.
It does not add milk caps or cheese, but the main original leaf tea (hot drinks, cold brews) Series, blended tea (tea base with milk, fruit, etc.
), flavored boiled series.
At the same time, boiled leaves also pays great attention to the creation of tea-drinking scenes and methods.
Liu Fang, who has worked at Starbucks for more than ten years, also has a deep experience and understanding of the creation of the “third space”, and also tries to be a “first place” of tea "Three spaces" can be felt from the store design of boiled leaves.
In terms of "drinking", its original leaf series pay more attention to the sense of experience, which also allows boiled leaves to directly return to the essence of drinking tea.
Top: Boiled leaf tea set Bottom: Boiled leaf store
In addition, New Consumption Daily observes that tea'stone, established in 2018, is also mainly selling pure tea drinks and also focusing on creating a sense of space.
Established in 2019, WILLCHA also chose to enter the new tea-drinking track with a tea specialty, with “healthy boutique tea” as its core, to provide consumers who pay attention to the quality of life with “zero burden, light health”.
Tea-making, carefully selected raw materials and craftsmanship, tea bags and other products.
It is worth noting that it completed an angel round of financing of tens of millions of RMB on January 12, 2020, and the investment behind it is convenient for a small pot of tea.
This "new" way makes drinking tea no longer an old and rustic thing.
According to the "2020 Tmall Tea Industry Consumer Trend Report", the taste, taste, type of tea, and nutrition and health have become popular concerns for tea consumption.
And the "surprising" brands we just talked about have to some extent achieved diversified tastes and beverages, health-preserving efficacy, and refined upgrades.
All of the above can also be summarized as the old-fashioned rejuvenation.
The essence is to capture consumer needs and renew in brand building and product innovation.
At the same time, social media is the main communication position and the use of e-commerce platforms and other lines Use channels to show brands and products to consumers.
From the perspective of New Consumer Daily, the new and old tea drinks cannot be completely distinguished and separated.
And now the new tea drinks are also inseparable from the "old tea": data from Nai Xue shows that from January to November 2019, the sales of the sugar-free famous tea series were 0.
67% higher than the cheese famous tea series, and pure tea became the new popular.
On the one hand, the new style of tea has become a window for young people to understand the original leaf tea, on the other hand, "the original leaf" has long been one of the essential raw materials in the new tea.
Du Guoying, the founder of Xiaocan Tea, once said that he founded Xiaocan Tea for two reasons.
One is because the industry is chaotic, there is no price standard, and there is no outstanding tea brand, and the other is because tea is not just an ordinary consumer product.
For Chinese consumers, tea has a lot of emotional factors and cultural connotations.
Therefore, when the "renewal" of millennium ancient tea comes to this, we no longer need to argue whether tea does not understand young people or young people do not understand millennium ancient tea culture.
"70,000 tea drinks, but a century-old Lipton" will become A false proposition.
In this collision and fusion of "new" and "old", Chinese tea will also carry on with its own culture and history.
Source: New Consumption Daily
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