Is coffee and milk tea "fragrant"?The new Chinese teahouse in Shanghai became popular, and finally began to "roll tea" →

Shanghai this year

In addition to the rich coffee milk tea flavor

There is also an elegant tea fragrance in the air

Tea incense not only comes from the antique tea house, but also from the roadside and shopping malls from young people. For example, Shenzhen's pure tea brand Tea'STONE opened the first Shanghai store in Xintiandi last month, and the open youth teahouse successively appeared in the streets of Huangpu in Jing'an. In the context of highly saturated coffee market, the innovative brands of Chinese tea drinks are endless, and new tracks have been explored.

Search for "New Chinese Tea House" in Xiaohongshu, and there are nearly 8,000 related notes. For younger new Chinese teahouses, the industry's evaluation is mixed. Some people predict that it will become the next tea drink, and some people tease it will be limited to the utopia of pure tea enthusiasts.

Break the embarrassment of traditional teahouses

Entering a new Chinese -style teahouse, I took the number card to sit on the high chair of the store leaning on the window. The busy staff at the counter, the young young people who are chatting and chatting in the hall, and the surrounding products sold in the exhibition area ... There is a feeling of knowing each other. After the brain is retrieved, isn't this a combination of Starbucks and traditional teahouses?

Although it is familiar with the combination of things, the concept of "selling tea in Starbucks" and "queuing in the teahouse" is still refreshing and wants to find out.

In the impression, Chinese teahouses like Yinxi Tea and Liuke Tea Fang have blossomed in Shanghai. In the room of the attic, several people were sitting around the wooden tea table to enjoy the zither. Tea artists kept continuously renewing tea and changing tea. A place of tea was often over 100 yuan. This also laid the non -daily attributes of traditional teahouses. Whether it is product innovation, consumer environment or pricing, it has a certain bias with the daily needs of young groups.

In contrast, the new teahouse favors the first or street stores in the shopping center in the site, which is adjacent to the fine retail or fashion restaurant. The new teahouse in Shanghai is mainly opened in the central areas of Xintiandi and Nanchang Road. The average unit price is usually 50-100 yuan, and the minimum also has a tea dessert of 20-30 yuan. In order to provide consumers with more choices, snacks include both Chinese and Western styles. Some stores have developed "tea artifacts" such as peaked peaks and taro mud pills.

The decoration of the store is generally based on Chinese images as the core, incorporating simple and modern elements, with sofas and scattered platforms inside, gathered consumers in an open environment. The founder of a youth teahouse in Nanchang Road introduced that before opening the store, I referred to the Guanyin Pavilion and traffic teahouses often gone between the common people of Sichuan -Chongqing. Spatial and social.

Chongqing Transportation Tea House

So you can not only see sisters and chats in the new teahouse, but also can see the workplace white -collar workers holding the computer alone. Everyone is not bound by the sense of duration and ritual.

In addition, retail is also a major feature. Taking Tea'STONE as an example, tea utensils and related peripherals are placed in retail areas, accounting for nearly 30%of the entire store. Among them, the original moon bottle and Shanhe Cup have become representative IPs.

Brand products, social space, and original retail constitute the main part of the new teahouse. Pure tea is linked to the current hot "lifestyle". Drinking tea becomes as convenient as buying coffee on the roadside. Tea culture can reach young people.

Selling tea is the key

After witnessing the trend of "everything can be rolled" in the milk tea industry, the emergence of the new teahouse in Shanghai made self -media sigh "finally started rolling tea."

Having said that, the new teahouse still has the sense of mission of continuing tea culture. The brand Fang of Kaiji Tea House said that the teahouse is mainly based on pure tea, so it does not want to follow the waves on the "roll product". For example, the new raw coconut glutinous fragrant ice pole is to be prepared on the basis of not affecting the taste of the tea. The production process of pure tea is relatively coffee, which is also avoided by some fancy equipment, and is more focused on artificial tea art.

What is the roll of the new teahouse? Retail tea is one of the steps.

Tea comes with slow attributes. The clerk of the new teahouse said that he would not specify the dining time for customers, and it can be seen that paying attention to the turnover rate is not a sustainable business model. So, just like Starbucks selling cups, the new teahouse focused on tea retail.

Tea can be brewed at any time, as retail may be more market than coffee beans. Tea'STONE stated in the past that 65%of the brand profit model comes from the tea drink itself, and the remaining 35%is attributed to retail; there is also a T9 that claims to be "Hermes in tea", which seems to be selling boutique tea, but it is actually selling For tea, retail accounts for 60%of total sales.

"Now that young people don't drink tea, they don't know where to buy tea." Ms. Wang, who eats tea in Mishan, lamented.

In the tea specialty store, the strong buying and strong sale generated by free bubbles will make young people resist, and the experience provided by the new teahouse allows consumers to find the right tea in many fast -moving consumer and go to retail area to buy. The transformation of Dayi Tea to an offline experience store conforms to this trend.

At the same time, tea can be sold for small packaging, which is more in line with the fine consumption habits of young people. When reducing the purchase threshold, the store has also achieved the purpose of "thin profit sales".

Therefore, upstream resources have become key. Yang Chenhao, the person in charge of tea, introduced that before the brand was established, he spent two years to build a supply chain, and obtained good tea resources and prices from tea farmers and wholesalers. "With a stable supply source and standard business model, we are more competitive."

"It is a bad thing for rolling tea." Ms. Wang said. The operating model of the new teahouse is still a lot of time to explore. "You don't have to fight for you to die, you can also put it in all flowers." Become a "Starbucks" in the tea industry?

Inspired by the early Starbucks, making new teahouses into a "third space" in daily life is the original intention of most entrepreneurs. "If milk tea is selling happiness, then pure tea sells daily sense, pay attention to daily use and unknown." A tweet wrote. But it is not easy to achieve this sense of daily.

The first is the price. In the first half of this year, the tea shop in Chongqing moved the Guanyin Bridge in the city center to a higher level of consumption level in the north. This action is also due to the high degree of acceptance of the public. It is easier to choose the happy house with a happy house with a high -end tea drink of 20 yuan, and the operating income of the store cannot cover the cost of the business district. There are still a large number of customers who love tea culture in the new teahouse. If they sink in second- and third -tier cities in the future, it is especially important to control the price -to -standard consumers and the appropriate site selection.

Followed by brand influence. Dabo new teahouses have emerged in cities with strong tea culture in Hangzhou and Xiamen, but they still stay in the "small and beautiful" regional development stage. "Strong region, weak brands" are the pain points of the industry. Without a high degree of public recognition, it is difficult for strong people to build a national chain. It is not easy to sell their own tea when the head brand structure of the pre -packaged tea market has become stable. Tea'STONE has taken the lead in opening a store in three cities. The social attribute it provides may be the key to breaking the topic of new teahouses to enter the first -tier cities. The tea industry also has marketing methods such as cross -border joint names to continue the track, but it remains to be questionable whether it is in line with the Jingya and slow style of tea culture.

Employees are also trying more forms of contact with consumers. Takeaway is naturally a type, but it is also the bottleneck. "There are more take -out for cold tea, but there are very few hot tea." Ms. Wang said that pure tea has passed the best heat, and the taste becomes bitter and fragrance. This is different from coffee. However, some shops also provide portable tea tea sets as alternatives. Customers can order when they go out, and they can brew it by themselves as long as hot water.

Portable tea sets provided by new teahouses

The new teahouse still has a strong punch -in attribute for young people. When this wave has passed, it can support a brand to go on relying on a stable supply chain, innovative products, and just right taste.

Pure tea drinking has become a daily distance from consumers, but it is now the time for the new teahouse to start running.

"Cultivate a new tea habit, it is more appropriate to start from Shanghai with a high degree of tolerance." Kaiji Tea House has prepared an English menu. The Daji package has been translated as "Lucky Combo", which has a taste of Chinatown.

On one side, Xixue and Snow Ice City is madly deploying the Southeast Asian market. On the other side, the new teahouse entrepreneurs are waiting for the opportunity to look forward to the brand to go nationwide or even the world, just like the original Starbucks swept China.

Liberation Daily · Shangguan News Original manuscript, reprinting without permission

Author: Xu Xiaoyu

WeChat editor: Jiasinmin

School pair: Miss Pi

- END -