How to order the first cup of milk tea in autumn this year? Pursuing health and cost-effectiveness become new consumption trends
2024-08-06
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Source: Visual China
"Order a cup of milk tea before watching a movie or playing games," "Thank you for your help, this one's on me!"... Whether traveling, staying at home or working in the office, "ordering a cup of milk tea" has become one of the life habits of contemporary young people.
Since the "first cup of milk tea in autumn" became popular on social media in 2020, more and more young people have begun to use milk tea to express their feelings. The beginning of autumn has also become the node for the explosion of beverage consumption demand for three consecutive years. This year, the beginning of autumn is approaching, and what will everyone order for the "first cup of milk tea in autumn"?
Meituan Takeaway data shows that the sinking of the consumer market, consumers' pursuit of health, and cost-effectiveness have become new trends in beverage consumption this year. According to the relevant person in charge of Meituan Takeaway, the beverage category has become one of the fastest growing takeaway categories, especially in third- and fourth-tier cities. At the same time, the trend of healthier beverage consumption is obvious, and the sales volume of products with three-point sugar and no added sugar has increased significantly. Various brands have also continued to launch small ingredients such as 0-calorie sugar, probiotic powder, collagen peptides, as well as new categories such as light milk tea and pan-tea coffee to provide consumers with healthy choices.
Since 2024, beverage consumption has shown a two-tier differentiation trend, with the sales volume of products priced between 5 and 10 yuan and products priced above 20 yuan increasing significantly, indicating that consumers are not only pursuing low prices, but are more concerned about the cost-effectiveness of beverages. In addition, more and more consumers regard "treating guests for milk tea" as a daily social method. Milk tea is no longer just a beverage, but has become a common social tool.
All parties have made sufficient preparations to welcome this year's "autumn milk". Meituan Waimai launched 8.8 yuan beverage coupons covering more than 100 brands and "N choose 1" brand discount coupons. Consumers can use them for themselves or give them to relatives and friends. The recipients can redeem related drinks on the day of the beginning of autumn.
Meituan Waimai will also issue tens of thousands of "20 yuan off for orders over 20 yuan", and launch promotional activities such as half-price for the second cup and one-yuan milk tea flash sale. Consumers can go directly to the venue by opening the Meituan App or Meituan Waimai App and searching for "Qiumai". At the same time, Meituan Waimai has adjusted the rules for using coupons. Consumers can use coupons when ordering for themselves or for others, and share the discount with "milk tea partners".
Many beverage brands are also full of confidence. The head of the Cha Baidao brand said that in order to cope with this year's "autumn milk", nearly 4,000 stores opened 1 to 2 hours earlier, prepared enough materials and store production capacity in advance, and added nearly 600 24-hour stores.
Proofread by Li Haihui
