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当前位置: 艾媒报告中心 > 餐饮 > 新饮品

本报告研究涉及企业/品牌/案例:喜茶,奈雪の茶,茶颜悦色。
其他提及企业/品牌:coco都可,一点点,益禾堂,沪上阿姨,有茶,古茗,快乐柠檬,贡茶,蜜雪冰城,伏见桃山,书亦烧仙草,瑞幸小鹿茶,卡旺卡,七分甜,微博,抖音,微信,快手等。

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.

本报告涉及的案例/品牌/企业:CHALI茶里、奈雪的茶

随着国家经济稳步发展和消费结构的升级,青年群体的消费理念逐渐发生转变,更注重生活品质和消费体验。区别于传统茶饮的青年品质茶饮,更符合当下新一代消费者茶饮需求。iiMedia Research(艾媒咨询)数据显示,2021年中国青年品质茶饮市场规模约1011亿元,预计2022年将突破1200亿元。随着茶饮产品的生产和销售向专业化、标准化、规模化发展,品牌化、品质化将是未来茶饮行业的主要发展方向,而注重产品颜值的品质茶饮品牌,将潮流个性时尚的茶饮文化与传统茶文化融合,将会受到越来越多年轻人的欢迎。
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.

本报告涉及的案例/品牌/企业:五粮液,唐庄酒业,观云白酒

iiMedia Research(艾媒咨询)数据显示,中国2021年中国白酒市场规模将达6434亿元,同比增长10.2%。数字化技术赋能白酒行业,助力企业降本增效,中国酒类新零售市场规模2021年达1363.1亿元。预计未来中国白酒行业发展稳定,营收和利润仍有较大空间,2025年将达9500亿元。经调研发现,中国白酒消费者中七成为男性,超六成为中高收入群体,消费者最喜好的前三白酒品牌分别是五粮液、泸州老窖、剑南春。艾媒咨询分析师认为,近年来中国酒类市场迎来新的变革,低度酒品类迎来了新的增长,消费群体以年轻人为主。2021年天猫双十一周低度购买人数增长超50%,年轻人占到60%。在“她”经济的驱动下,适合年轻女性饮用的低度酒同比增长46%,年轻女性成为酒类市场新的增长点。
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.

本报告涉及的案例/品牌/企业:Manner,三顿半,挪瓦

iiMedia Research(艾媒咨询)数据显示,2021年中国咖啡市场规模约3817亿元,中国消费者饮食观念发生了改变,咖啡逐渐在中国消费者生活中普及,中国咖啡市场进入一个高速发展的阶段,预计行业保持27.2%的增长率上升,2025年中国咖啡市场规模将达10000亿元。艾媒咨询分析师认为,随着行业竞争的加剧,企业客户留存难、客户需求难挖掘等问题降低了企业的发展效率。数字化转型为咖啡企业带来了新的管理工具,企业通过数字化运营进一步提升咖啡行业核心竞争力,拓展市场份额。
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.

中国咖啡市场存量小,市场潜力大。上游和中游的初加工、深加工技术落后,下游缺乏本土知名品牌,未来现磨咖啡增长潜力巨大。瑞幸咖啡凭借低价策略+多元化精准营销,并通过线下密集布局自营店,精准定位咖啡的刚需人群,获取了大量用户。截至2018年底,瑞幸咖啡线下门店总数突破2000家,消费人数达1254万人,销售量超过8968万杯。但瑞幸目前的管理和发展模式正在面临一系列的挑战。主要挑战:(1)中国茶文化底蕴深厚,现磨咖啡刚需市场小;(2)管理粗糙,咖啡品质参差不齐;(3)短期内资金缺口大,盈利成难题。

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.


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