This article is from WeChat official account:Time Weekly (ID: timeweekly)< span class = "text-remarks">, author: Liang Shi Ting, the original title: “tea so delicious: the elderly consumption rose by 10%, the Northeast market to expand the brand,” depression “,” head Figure from: vision China < /p>
Did you drink the first cup of milk tea in spring?
The spring milk tea consumption report released by Alipay’s digital life platform shows that with the warmer weather in March, consumers go shopping more, and the per capita consumption of milk tea stores has increased by 2 cups, and online purchases of milk tea have also increased by 1.5 cups.
“Milk tea is really fragrant” is a recognized truth in the hearts of consumers, but Alipay’s survey also found a new phenomenon-milk tea is becoming more and more popular among middle-aged and elderly people. At the same time, the Northeast region, which was once considered a “sag” for milk tea consumption, has also begun to be seen as a consumer market with development potential.
Drink milk tea every day and drink it until it’s old
The report shows that most young people are “addicted” to milk tea and can drink 3 cups a week on average. The user survey data of the “2020 New Tea Drinks White Paper” shows that post-90s and post-00s consumers are the mainstream consumers of new teas, accounting for nearly 70% of the total number of consumers, of which nearly 30% of post-90s and post-00s purchase new-style tea The average monthly tea consumption is more than 400 yuan.
It is not surprising that young people love to drink tea, but the survey data also pointed out that milk tea is no longer an exclusive drink for young people, and middle-aged and elderly people are gradually falling in love with milk tea. In early March, on Alipay, the overall consumption of milk tea for middle-aged and elderly people increased by 10%. Among them, the number of middle-aged and elderly people who received coupons and ordered drinks online in the Alipay applet increased by 25%.
In Foshan, Aunt Li, born in the 70s, would drink Coco milk tea basically once a week. Because there is a milk tea shop near the exit of the mall, this is also a good place for Aunt Li to drink tea and relax.
Not only Aunt Li, but Aunt Zhang, born in the 60s who lives in Guangzhou, is also a senior milk tea lover. On average, she orders milk tea takeaway twice a week, and she never leaves her hand when she goes shopping. “Hey tea is my favorite, like Nayuki, I don’t like a little bit.I don’t like tea to drink,” Aunt Zhang has summarized her own “experiences” about drinking milk tea.
Aunt Zhang’s fascination with milk tea can be traced back to the rise of many high-quality tea brands in recent years. Before, she didn’t have a cold at all for cheap tea drinks with creamer and milk tea powder as the main raw materials. The consumption of milk tea for middle-aged and elderly people pays more attention to ingredients. Take Aunt Zhang as an example. When ordering milk tea, she will pay attention to whether she uses fresh fruit, milk or powdered milk, and whether it can be replaced with low sugar.
However, it is not so much that middle-aged and elderly people become fond of drinking milk tea, but the magic of milk tea is irresistible. “It feels like everyone likes to drink milk tea, but some people are afraid to drink it due to physical reasons.” Aunt Zhang revealed that at the afternoon tea party of her company, there were three post-60s, one post-70s and one post-80s. Get together often for milk tea.
Jingyao, born in the 90s, told Times Weekly, “If I am not fat, I can drink milk tea every day now, even when I grow old.”
CITIC Construction Investment once made a user portrait of the current consumers of new tea drinks. More than 50% of new-style tea consumers have a monthly disposable income of more than 8,000 yuan, and 82% of consumers have a higher education background. This part of the consumer group has higher brand loyalty, pays more attention to health and nutrition and other elements, and is less sensitive to product prices.
The report of Zhiyan Consulting also pointed out that health will become the mainstream of tea beverages, and it also indicates that the market will develop with high-end routes in the future.
Northeast Cheng Milk Tea Brand Xinjiang Soil
The report data also reflects another interesting phenomenon-southerners like to drink milk tea more than northerners. The consumption of milk tea in Guangdong ranks first in the country, followed by Zhejiang and Jiangsu. In the north, only Shandong, Shanxi and Henan are on the list.
When Western Securities conducted research on the local tea industry, it was pointed out that the current tea in the market mainly originated from the pearl milk tea created in Taiwan, China, that is, milk and tapioca balls were added to traditional tea. Pearl milk tea became popular in Asia with the export of Chinese Taiwan’s entertainment culture in the 1990s, and promoted the cultivation and development of freshly made tea in the mainland market.
This article is from WeChat official account:Time Weekly (ID: timeweekly)< span class = "text-remarks">, author: Liang Shi Ting