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Source: Zhejiang Voice, Ningbo Evening News, Jimu News

Hot weather, a cup of cool tea

It is the best "heat relief artifact" for many people

Today's milk tea shop every ten steps

Many netizens found

Tea drinks used to cost 20 or 30 yuan a cup

The price has really been brought down!

01

The era of milk tea "less than 10 yuan" has arrived

Consumers love it

The beginning of autumn has passed, but the heat is still unbearable. Xiao Jiang, a resident of Hangzhou, is a milk tea addict. She said,I found that many milk teas have been reduced in price this summer."I used to think that milk tea was a luxury item, and any cup would cost more than 20 yuan, but now the price seems to be generally cheaper, and you can buy it for just over 10 yuan. With some coupons, you can buy it for just a few yuan."

There are also many netizens on social platforms

Express the same opinion

Unconsciously,“Below 10 yuan” has become the key range for competition among major new tea brands.Mixue Ice City, which has been deeply engaged in the low-price range, has driven down the prices of other brands with its 4 yuan lemonade and 2 yuan ice cream.

In some areas, the price of Gu Ming lemonade has dropped from 10 yuan to 4 yuan. Cha Baidao's yogurt and purple rice juice is only 2.9 yuan a cup after discount. Heytea has also launched a limited-time promotion, "Pure Green Tea Beauty Queen" 4 yuan a cup.

Not only the price is high, but also new products are launched in large numbers
There are also various joint series

If you search on social media platforms, you will find many reviews of new products.

Mr. Qiu, a high-end tea brand operator, owns 4 milk tea shops in Hangzhou. He admits,The "price war" has obviously squeezed profit margins.In addition, he also said, "Comparing brands horizontally, if they keep launching new products and holding events, but you don't have a strategy, when consumers get used to others, they will no longer be used to you."

Zhu Danpeng, a Chinese food industry analyst and vice president of the Guangdong Food Safety Promotion Association, believes thatThe "price war" caters to the current consumer behavior of pursuing cost-effectiveness."Nowadays, it is basically the leading companies that are cutting prices, because their supply chains are already very complete. If you have some single stores or your bargaining power is not strong enough, you will not be able to survive. In fact, this round of price cuts is a reshuffle process," Zhu Danpeng pointed out.

02

Market exceeds 100 billion yuan

Brands are expanding to lower-tier cities and overseas markets

The "2023-2024 China Tea Beverage Industry Annual Development Report" shows that last year,The market size of new Chinese tea drinks reached more than 190 billion yuan, a year-on-year increase of 15.7%; it is expected that by 2025, the market size will be close to 250 billion yuan.

The huge market potential is stimulating brands to further expand their territory. As of the end of June this year, Mixue Bingcheng had more than 31,000 stores, followed by Gu Ming, which ranked second, with more than 9,000 stores, and Cha Baidao, which had 8,000 stores.

After conquering first-tier cities, Heytea is also going to conquer lower-tier markets. About 40% of Heytea’s stores are in third-tier and lower-tier cities, and Guming’s main market is in rural areas, which accounts for more than 30%.

At the same time, many brands have "gone overseas".Pursuing a broader market. For example, Mixue Bingcheng has nearly 5,000 stores overseas, most of which are in Southeast Asia. COCO and Gongcha have entered the UK market. Heytea focuses on the European and American markets and has entered the UK, Canada, the US and other countries.

Wang Yuefei, director of the Tea Research Institute of Zhejiang University, said that "going global" tests the comprehensive strength of new tea brands in transnational operations. "It requires accurate market analysis, strong supply chain management capabilities, and continuous transformation and upgrading."

03

How much are you willing to spend on tea?

Some media have conducted a small survey:

How much are you willing to spend on a cup of tea?

Judging from the comments of netizens

Most people can currently accept a price of 10 to 20 yuan

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