Fighting a "price war"? In the 10-yuan era of new tea drinks, it is not just about price.
2024-08-18
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Recently, many new tea brands have begun to lower their product prices, launching discount packages of 9.9 yuan or even lower. For example, the retail price of four "habit tea" products under Cha Yan Yue Se has been reduced from 11.9 yuan to 9.9 yuan. Gu Ming had carried out a short-term sales promotion in July, and the price of its original leaf fresh milk tea series products dropped to 9.9 yuan. In addition, new tea companies such as Cha Bai Dao and Shanghai Auntie have also continuously lowered product prices through beverage coupons and lucky draws.
Various drinks. Photo by Yu Yong
At the same time, many new tea drinks have taken a different approach, using low-price strategies to tap into the potential of breakfast consumption scenarios. The reporter visited several offline stores of Nayuki's Tea and found that in the current breakfast menu combination, the drinks are still the classic pure tea, coffee, a total of 3 types, and there are 7 baked products. The lowest price for buying a "purple sweet potato and taro double-ingredient package + drink" is 9.9 yuan, while the previous "coffee + baked" breakfast combination started at 13 yuan. A relevant person in charge of Nayuki's Tea said that new tea products are highly price sensitive, so the price must be close to the people. 10 to 15 yuan is a more reasonable price, and the provision of breakfast categories also strives to simplify the decision-making steps of consumers, focusing on "online ordering", "grab and go", and "combination packages" to accurately match user consumption scenarios.
At present, there are many participants in the ready-made tea beverage market, and new brands are emerging in an endless stream, with an ever-increasing expansion trend. Tianyancha's information on related companies shows that as of now, there are 325,000 companies related to new tea beverages, and about 20,000 new companies have been registered in the first half of this year. The competition in the new tea beverage market is extremely fierce. With different models and product advantages, various brands have retained and attracted new customers through market segmentation and increased promotions to adapt to the needs and changes of the consumer market.
In general, in the context of the new tea industry trading price for volume, the 9.9 yuan promotion has evolved into a "price war". Industry insiders said that relying solely on price cuts for marketing is neither a long-term strategy nor can it fully meet market demand. New tea brands should deepen and refine their main business and constantly look for new growth points in their main business.
Coffee. Photo by Liu Li
Relevant research reports show that while consumers are enjoying price discounts, they are also paying more attention to the health attributes of milk tea drinks. Recently, Heytea released the industry's "Four Reals and Seven Zeros" healthy tea drink standard. That is, with "real tea, real milk, real fruit, and real sugar" as raw materials, the entire line of products meets the requirements of "0 creamer, 0 flavors, 0 fructose syrup, 0 non-dairy creamer, 0 hydrogenated vegetable oil, 0 trans fatty acids, and 0 instant tea powder." A relevant person in charge of Heytea said that through the standard, Heytea not only made a health commitment to consumers, but also provided consumers with healthy tea consumption guidelines, and will continue to promote the quality upgrade of the industry.
Wu Jia, deputy secretary general of the Nutrition and Nutrition Branch of the China Health Promotion and Education Association, said that focusing on consumers' health needs and taking healthy ingredients and products as the core is the weapon for new tea beverage companies to win the market. The new tea beverage market still has broad room for expansion and development potential in the future, and there is still a long way to go to do a good job in quality control management and improve consumer experience.
Economic Daily (Reporter Wang Baohui), original title: "New tea beverage competition cannot rely solely on price cuts"
Source: Economic Daily
