Industry Insight ｜ Is the new Chinese teahouse, is it the wind or the cusp?

Young people who are tired of milk tea are now "met" in the teahouse.

△ Picture source Tea’Stone official Weibo

The new Chinese teahouse is slowly entering the public's vision. The first -tier and new cities across the country are constantly emerging new teahouse brands. Tea’Stone has been financing twice, and milk tea giants such as tea, Naixue, tea Yanyue color have also joined fresh tea capes to deploy new tea shop types. "New tea+cultural meaning+aesthetic space+social attributes" seems to be their common innovation password.

△ Picture source Tea’Stone official Weibo

But for the new Chinese teahouse, the industry still has questioning sounds.

01

The advantages of the new Chinese teahouse

Tea consumption has continued to grow, and young people also like to drink tea. With the popularity of tea and health characteristics, the promotion of Chinese tea culture, and the youthful exploration and market education of the new tea brand in the past few years, making more and more young consumer groups love "tea". Essence This also lays the foundation for the development of pure teahouses.

△ Picture Yuan Xiahongshu

Around 2015, the concept of "consumption upgrade" began to appear and quickly became consensus. In addition to the upgrade of material, the upgrade of "social" is also one of the most important needs. The emergence of the new Chinese teahouse is also based on people's new needs for social space in consumption upgrade.

△ Picture source Iziretail Yirui

Compared with the noisy environment of new tea shops and coffee shops, the new Chinese teahouse is relatively large and cleaner. More and more young people choose this type of teahouse as the preferred place for afternoon tea and relaxed atmosphere. And the new Chinese -style teahouse unique to the simple and atmospheric Chinese classical style, coupled with exquisite tea sets and refreshments, comes with high film rates to allow more and more young people to check in.

△ Picture Yuan Xiahongshu

Not only that, the new model of the teahouse has greatly added customer participation experience. Most new Chinese teahouses allow customers to mix the concentration of tea according to their preferences. Each table is also paired with a water cooking device, a tea device (a tray for tea), a cover (a small disk for placing a teapot lid), and a small disk for the teapot lid), and a small disk for the teapot lid). Tea cups and other appliances, full of experience.

△ Figure Yuan Tea Yan Yue color official Weibo

The price of the new Chinese teahouse is also very conscience, only half of the traditional teahouse. In addition, most of the teahouses have free renewal, and they enjoy more services under the premise of not high consumption, and can also meet social needs. New Chinese teahouses naturally have a market.

02

Is it the wind or the cusp

Building a brand can break the game

It is worth noting that Naixue's tea and happy tea were founded in 2015 and 2016, respectively. In other words, the new Chinese -style milk tea shop and teahouse climb up almost at the same time. However, compared with the continuous siege of the city, the hot search and the market value of tens of billions of milk tea brands, the development of the new Chinese teahouse seems to be low -key and slow.

△ Figure Yuan Aimei Data Center

The new Chinese teahouse model is heavy and high, and the cost of opening a shop can almost open 3-4 tea shops. The high cost and brand effect that is difficult to form a scale and drive repurchase, novice entry is often "losing money".

And the business model is very vulnerable to environmental factors. During the epidemic, even the first new Chinese teahouse Shanghai Yinxi Tea House could not be rested. The founder in the circle of friends stated that it had lost 10 million for two consecutive months.

△ Figure source founder circle of friends

More importantly, "there are categories, no brand" not only always plagued the upstream tea factories, but also the same difficulty will also face the same problem. At present, the new Chinese teahouses are in the stage of regional development. There are no head brands and no explosive products. The brand is weak and lacks labels and cognitions. It is difficult to promote a brand and a track to continue.

△ Picture source Tea’Stone official Weibo

Some people say that "the teahouse is essentially space for space, and tea is only a subsidiary of the museum." But Starbucks, which has always been very popular, is neither space nor products, but a brand.

△ Figure source Star Buck official website

Therefore, building a brand can break the new Chinese tea house standing at the wind, not the cusp.

03

Conclusion in this issue

Regardless of the new Chinese teahouse or tea company, brand building is the top priority of completing industry standards and promoting its market development. Hunan is one of the key tea provinces in China. It is known as the "tea village", such as Anhua Black Tea, Guzhang Maojian, and Nanyue Yunwu Tea. Although there are good tea, there are no tea brands that can take. Therefore, the construction of the tea brand of Hunan is urgent.

Brand Hunan plans to carry out a series of brand incubation and dissemination activities such as the Hunan Brand Cultural Festival, the Hunan Brand Consumption Festival, and the brand joint exhibition around characteristic agriculture and regional development. Provide comprehensive and effective services. Empower the development of the Hunan Tea brand brand construction and comprehensively enhance the popularity and influence of the Hunan tea brand.

Manuscript source: brand Hunan Plan public account

Editor in this issue: Chen Zirong

Some graphics: New Brand Research Institute, Chu Mang New Consumption, New Consumption Daily, Weibo, Xiaohongshu

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