New-style tea drinks to flow more quality

In recent years, by virtue of the richvariety, varied flavors, value online and other characteristics, new tea brandshave risen to win the favor of young consumers, and become the windfall ofcapital chasing.

Data from relevant consulting organizationsshow that in 2021, the market size of China's new-style tea and beverage marketreached 279.59 billion yuan. 26.2% of Chinese new-style tea and beverage consumersin 2022 said that the frequency of consumption will increase in the future. Asconsumer demand continues to increase, the new-style tea and beverage marketsize is expected to reach 374.93 billion yuan in 2025.

In order to achieve brand upgrading andcontinuously develop the market, each new-style tea and beverage enterpriseswill focus on IP co-branding, by launching products in association with popularIPs such as hit dramas, trendy clothing and cartoon images, so as to rapidlyexpand brand awareness and obtain the effect of "1+1>2". Accordingto incomplete statistics, only in the first half of 2022, the new tea brandco-branding more than 30 times.

It is not difficult to find that a goodco-branded product can really bring more attention to the new tea beveragebusiness, attracting more consumers. Many popular IPs bring their own traffic,and with the traffic effect, new tea brands can better match the interests ofyoung consumers through co-branding, thus gaining attention on multipleplatforms. Successful co-branded products also allow brands to bring their owntopics, and by upgrading the consumer experience, triggering users to retweetand interact on social platforms, making brand awareness rise rapidly.

As the number of entrants continues toincrease and the market becomes more competitive, it seems increasinglydifficult for new tea companies to innovate their products and differentiatetheir brands, and it is becoming more and more common to rely solely onco-branding with popular IPs to create traffic. Not to mention the continuityand stability of the traffic brought by the co-branding, some co-branding inorder to co-brand and co-branding "rollover" co-branding attemptitself is difficult to achieve the desired effect of the enterprise.

In the end, the new-style tea beverageenterprises, to create creative co-branded products may only attract momentaryattention and traffic, and focus on the quality of the product itself, andcontinue to improve the quality of the product is the fundamental brandfoothold.

New-style tea and beverage enterprisesshould be consumer-centric, their consumer needs, buying habits and otherin-depth research, and then according to the preferences of the target consumergroups and brand positioning, to create higher quality products to meet thediversified, personalized needs. At the same time, enterprises should also paymore attention to food safety, and constantly promote refined management, onlythrough the quality of products to attract and retain more consumers, in orderto have the opportunity to achieve long-term development in the marketcompetition.