2020年5月15日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020H1中国新式茶饮行业发展现状与消费趋势调查分析报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对新式茶饮整个行业，特别是行业的商业模式、盈利能力、用户消费行为等进行全面分析，并且结合喜茶、奈雪の茶、茶颜悦色等企业案例分析，判断2020-2021年中国茶饮行业的发展趋势。艾媒咨询研究发现，随着互联网渗透率提高，外卖在国民消费中的作用进一步凸显，国民对外卖的需求增长，外卖产业整体发展态势良好，且仍有巨大的增长潜力。作为新式茶饮行业的下游产业，外卖产业渗透率的快速提高也给新式茶饮的终端需求带来了增长点。
In the competitive new tea industry market, several major head brands have been through cross-border joint development, social media marketing, scene marketing and other differentiated strategies to seize a part of the market share, consolidate the leading position. In this case, in order to seek differentiated development, other brands will be considered from various factors, the most suitable for their own development of the sub-track, which is the current development of the new tea brand the greatest opportunity.
With the steady development of the national economy and the upgrading of the consumption structure, the consumption concept of young people has gradually changed, paying more attention to the quality of life and consumption experience. Different from the traditional tea drink, the youth quality tea is more in line with the current new generation of consumer tea demand. According to data from iiMedia Research, the size of China's youth quality tea market will be about 101.1 billion yuan in 2021, and it is expected to exceed 120 billion yuan in 2022. With the production and sales of tea products to the specialization, standardization, and the scale of development, branding and quality will be the main development direction of the tea industry in the future, and the quality tea brands that pay attention to the appearance of products, the integration of the trendy and stylish tea culture with the traditional tea culture, will be welcomed by more and more young people.
According to the data of iiMedia Research, China's liquor market will reach 643.4 billion yuan in 2021, up 10.2% year on year. Digital technology can empower the liquor industry and help enterprises reduce costs and increase efficiency. The scale of China's new liquor retail market will reach 136.31 billion yuan in 2021. It is expected that China's liquor industry will develop stably in the future, and its revenue and profit will still have a large space, which will reach 950 billion yuan in 2025. According to the survey, seven of Chinese liquor consumers are male, and more than six are middle and high income groups. The top three liquor brands most favored by consumers are Wuliangye, Luzhoulaojiao and Jiannanchun. iiMedia consulting analysts believe that in recent years, China's wine market has ushered in a new revolution, low-alcohol wine category ushered in a new growth, the consumer group is mainly young people. In 2021, the number of low-priced shoppers on Tmall will increase by more than 50%, with young people accounting for 60%. Driven by the "she" economy, low-alcohol drinks suitable for young women increased by 46% year-on-year, making young women a new growth point in the alcohol market.
According to the data of iimedia research, the scale of China's coffee market is about 381.7 billion yuan in 2021. The dietary concept of Chinese consumers has changed. Coffee is gradually popularized in the lives of Chinese consumers. China's coffee market has entered a stage of rapid development. It is expected that the industry will maintain a growth rate of 27.2%, and the scale of China's coffee market will reach 100 billion yuan in 2025. iiMedia consulting analysts believe that in 2020, the market share of group meal revenue of China's top 100 group meal enterprises accounted for 6.7%, with low market concentration and lack of strong brands in the market. Driven by consumption upgrading, Chinese group meal users pay more attention to product quality and service experience, and customer demand promotes group meal enterprises to develop in the direction of branding.
China's coffee market has a small stock and a large market potential. The Primary and deep processing technologies of the upstream and midstream are backward, and the downstream link lack local famous brands. With the low price strategy + diversified precision marketing strategy, Luckin Coffee has acquired a large number of users through the densely-distributed self-operated stores. By the end of 2018, the total number of stores under the Luckin Coffee line exceeded 2,000, with a consumption of 12.54 million and a sales volume of over 89.68 million. However, Luckin's current management and development model is facing a series of challenges. The main challenges: (1) China's tea culture is profound, freshly brewed coffee just has a small market; (2) Management is rough, quality of coffee is uneven; (3) Short-term funding gap is large, and profitability becomes a problem.
With the change of public dietary concept, the Chinese coffee market is entering a stage of rapid development. As the data of iiMedia Research showed, China's coffee market is expected to reach 300 billion yuan by 2020. The fresh ground coffee market only accounts for 18.0% of the total coffee market in China, which has great potential for development. New retail coffee has attracted the attention of the capital market. From the consumer's point of view, 70.8% of coffee shop consumers are women, and 61.0% of coffee shop consumers are between 26 and 35 years old. Consumers pay more attention to coffee related topics such as cafes, fine coffee and so on.