1. Milk tea “dominates”, cheese is still power
Milk tea in 2019 is still the C-position in drinks. With the scale of the beverage industry, focusing on gross profit has become a guide. This year, there is no new category of big waves in tea. Instead, it is a vertical iteration of classic models or an extension on basic milk tea.
After all, regardless of the innovative and diversified drinks, a basic cup of milk tea is the standard for testing the basic skills of a drink shop.
Several brands in the head have returned to milk tea to make a fuss, either adding the bottom material or adding the top material. They silently make changes and micro-innovations.
In addition to the diversification of additives, milk tea has also been innovative in terms of “milk”. Many tea shops have begun to use plant milk to make milk tea. For example, Starbucks has launched a soy milk series of beverages. Pacific Coffee cooperates with Swedish oat milk brands. , Hi tea and Lele tea also launched milk tea without milk.
Cheeses and fruits are still attracting attention. In terms of product presentation, the boundaries of fruits, milk caps and milk tea products are gradually blurring.
Among the fruits, “peach” has become the new favorite this year, and strawberries, lemons, and mangoes are still strong.
2. Can everything be made into small materials?
‘ No pearls, no milk tea ‘ is actually not only the public’s love for pearls, but also the highlight of the importance of a small tea drink. There is nothing in the tea to chew, just like there is no soul; today’s consumers not only want to drink, but also want to get inspiration and fun from the mouth experience.
The same cup of milk tea, everyone tastes different, but the taste can reach a consensus.
Each new tea brand is launching its own small ingredients, which may become a new point of growth and innovation . In addition to the well-known pearls, coconut fruit, aloe, and small materials such as frozen jelly, coconut flakes, etc., the sense of quality has been upgraded and the sense of exclusiveness is outstanding.
3. The tea base is becoming more and more diverse
In the past two years, the tea base of beverages has become more and more abundant, and famous tea bases such as Dahongpao and Fenghuang Dancong have become more and more popular. Traditional black teas such as Ceylon black tea and Assam black tea have also continued to innovate.
Although the tea base is becoming more and more diverse, most people’s attention to tea is still on the surface, and has not become the core driving force.
With the fading of hot tea drinking, good quality innovation is the way to long-term development. In the tea beverage market, technical barriers are relatively low, and homogenization is inevitable. To form barriers on products, the tea supply chain is particularly important.
4. Breaking categories-creating new products
In 2019, tea drinks cross the border in an endless stream. The combination of tea and coffee, tea and ice cream, and tea and beer will bring consumers a fresh sensory experience.
At the same time, many popular products are inspired by traditional snacks, such as poplar nectar, roasted fairy grass, and soy milk tea. Behind are dozens or hundreds of brands that use it as the main brand, and even forming a small category.
In particular, the element of soy beans has entered milk tea, which has attracted more attention from people in the industry.
But the market sees no matter how good the product, there is room for continued innovation and optimization. We should find cracks in it, try to do the better application of raw materials, and tap and transform based on our own brand concept. Give users better products, rather than blindly grafting. Otherwise, it is easy for consumers to distort brand perception, and it is difficult to have sustainability.
– J. TRAN –