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亚博平台网页登录|秋天的第一杯奶茶,凭什么会火?



发布日期:2021-02-28 13:17:01 发布者:Admin5  点击率:

Milk tea is on the hot search again.

奶茶再次成为热门搜索。

What detonated the circle of friends this time was "the first cup of milk tea in autumn".

这次引爆朋友圈的是“秋天的第一杯奶茶”。

Since then, milk tea has become a must-have product for young people's home life and leisure socializing. Milk tea has never been out of the public eye in 2020. From hot search topics such as "Hey tea, Naixue's tea price increase" and "Barreled bubble tea" during the epidemic to "Autumn's first cup of milk tea" spreading to the circle of friends, it can be seen that contemporary young people love and rely on milk tea drinks .

从那时起,奶茶已成为年轻人家庭生活和休闲社交的必备产品。奶茶在2020年从未脱颖而出。从流行期间的“ Hey tea,Naixue's tea价格上涨”和“ Barreled bubble tea”到“秋天的第一杯奶茶”等热门搜索话题广为传播从朋友中可以看出,当代年轻人喜欢并依赖奶茶饮料。

Compared with other fast foods, why is the current milk tea uniquely favored by consumers and is always active in the public eye, even after the price increase is still being bought by consumers?

与其他快餐食品相比,为什么现在的奶茶即使在消费者仍在购买价格上涨的情况下,仍受到消费者的青睐并始终在公众眼中活跃呢?

To what extent is modern people's attachment to milk tea?

现代人对奶茶的依恋程度如何?

In April of this year, the price hikes of Heycha and Nayuki on the climax of the epidemic did not shake the status of milk tea.

在今年4月,由于疫情高涨,Heycha和Nayuki的价格上涨并未动摇奶茶的地位。

#喜茶多款产品更价2元# On the day of the hot search, it attracted 240 million traffic. One month after the price increase news was released, the number of topic views on that day still reached 2.7 million.

#喜茶多款产品更价2元#在热门搜索的当天,它吸引了2.4亿点击量。提价消息发布后一个月,当天的主题观看次数仍达到270万。

Consumers complained about the price increase behavior of Naxue and Hey Tea, while leaving comments on alternative milk tea brands in the comment area. It can be seen that the public still has “deep love” for freshly made tea; some consumers also said that the price increase is still Within the acceptable range", expressing his tolerance for favorite milk tea brands.

消费者抱怨Naxue和Hey Tea的价格上涨行为,同时在评论区域中留下有关替代奶茶品牌的评论。可以看出,公众仍然对新鲜的茶有“深厚的爱”。一些消费者还表示,价格上涨仍在可接受的范围内”,表达了他对喜欢的奶茶品牌的容忍度。

Investigating the reasons, we still have to return to China's ready-made tea market. Consumers of milk tea are all over the country, and the consumption base of freshly made tea is very large.

调查原因,我们仍然必须返回中国现成的茶市场。奶茶的消费者遍布全国,新鲜茶的消费基础非常庞大。

In the past three years, the market share of milk tea has continued to expand and the growth rate has accelerated. It is estimated that by 2022, the market share of milk tea will reach 88.7 billion yuan.

近三年来,奶茶的市场份额持续扩大,增速加快。预计到2022年,奶茶的市场份额将达到887亿元。

In a market close to 100 billion yuan, female consumers are loyal fans of milk tea. As long as businesses impress female consumers, they can occupy a larger market share. Therefore, each milk tea brand pays attention to details and appearance to enhance market competitiveness.

在接近千亿元的市场中,女性消费者是奶茶的忠实拥护者。只要企业打动女性消费者,她们就可以占据更大的市场份额。因此,每个奶茶品牌都注重细节和外观,以增强市场竞争力。

The acceptance of milk tea by different age groups is also different. At present, milk tea consumers are mainly young people under 30.

不同年龄组对奶茶的接受程度也不同。目前,奶茶的消费者主要是30岁以下的年轻人。

Different age groups have different impressions of milk tea consumption, leading to differences in consumption behavior.

不同年龄组对奶茶消费有不同的印象,导致消费行为的差异。

People over the age of 36 generally hold little or no attitude towards milk tea consumption. Most people over the age of 36, the first impression of milk tea is the powder age of milk tea, such as typhoon shelters and street milk tea stalls, such as cheap and inferior milk tea has become synonymous with milk tea in their hearts, even in the face of "upgrade" The new tea drinks afterwards are still unacceptable.

36岁以上的人们通常对奶茶的消费几乎不抱任何态度。大多数36岁以上的人,奶茶的第一印象就是奶茶的粉末时代,例如避风塘和街头奶茶摊位,例如便宜和劣质的奶茶已经成为他们心中奶茶的代名词,甚至面对“升级”之后的新茶饮料仍然是不能接受的。

With the rise of coco and 1:dian, the public's attitude towards milk tea is also changing. Consumers who are exposed to milk tea for the first time in the street age often have a stronger desire to consume milk tea than the previous generation.

随着可可和1:dian的兴起,公众对奶茶的态度也在发生变化。在街头时代第一次接触奶茶的消费者通常比上一代有更大的消费奶茶的愿望。

In the new tea drinking era, Nay Xue and Hey Tea have become fashion icons, and they have cross-border co-branding with different brands, which has greatly increased the attention of new consumers to milk tea. At this time, milk tea is really active in the public eye. The price of milk tea has doubled dozens of times in the past two decades. Milk tea has become popular among the younger generation, and it has the capital to raise prices without fear.

在新茶饮时代,Nay Xue和Hey Tea成为时尚偶像,并与不同品牌进行跨界联合品牌推广,极大地增加了新消费者对奶茶的关注。在这个时候,奶茶真的很活跃。在过去的二十年里,奶茶的价格翻了几十倍。奶茶已在年轻一代中流行,它有资本提高价格而无所畏惧。

Take Hey Tea as an example. The raw material cost accounts for 36% of the total beverage price. A cup of 30 yuan milk tea will only drink 10.8 yuan, and the remaining 19.2 yuan will be invested in store rentals, labor costs and other items in different proportions.

以Hey Tea为例。原材料成本占饮料总价格的36%。一杯30元的奶茶只喝10.8元,其余的19.2元将以不同的比例投入到店铺租金,人工成本和其他项目中。

28% of single-store profits are not considered huge profits in the milk tea industry, and Yidian and coco profits are similar.

在奶茶行业,单店利润的28%不算是巨额利润,而宜电和可可的利润却差不多。

The hot search "Autumn's first cup of milk tea" has filled the circle of friends with milk tea.

热门搜索“秋天的第一杯奶茶”使朋友圈充满了奶茶。

Since the beginning of this year, in addition to the stars with their own hot search constitution, milk tea has also been on the hot search list frequently: hand held milk tea selfie contest, 5L bottled milk tea, the most wanted food after the epidemic, the practice of pearl milk tea, and the milk tea addiction syndrome, etc., with tens of thousands of comments and readings.

自今年年初以来,除了具有自己的热门搜索构成标准的明星外,奶茶还经常出现在热门搜索列表中:手持奶茶自拍照比赛,5升瓶装奶茶,疫情后最想要的食物,珍珠奶茶的做法以及奶茶成瘾综合症等,有数以万计的评论和阅读。

In the article of New Shanghai Petty Bourgeoisie on "New Milk Tea Ordering Guide in 2020" and "Internet Celebrity Drinks", netizens shouted "I can do it again", "Chong Chong Chong", "One cup a day", " Life continuation artifact".

在新上海小资产阶级关于“ 2020年新奶茶订购指南”和“互联网名人饮料”的文章中,网民大喊“我可以再做一次”,“冲冲冲”,“每天一杯”,“生活”连续工件”。

"I used to have a cigarette after a meal, but now I have a cup of milk tea after a meal", "Rely on milk tea to renew my life", "Can I fall in love with milk tea?" ... Many netizens have publicly stated that "you can't live without milk tea a day." Modern youth's dependence on milk tea has plunged the entire milk tea market into a "sweet wave".

“饭后我曾经抽烟,但现在饭后我喝了一杯奶茶”,“依靠奶茶来恢复生活”,“我可以爱上奶茶吗?” ...许多网民公开表示:“每天都不能没有奶茶。”现代青年对奶茶的依赖使整个奶茶市场陷入“甜蜜的浪潮”。

After "returning to China" in 1987, modern milk tea developed at the speed of light in just 30 years. According to data from Tianyan Check, there were fewer than 1,000 milk tea companies nationwide in 2000, and as of the end of 2019, there were more than 140,000 milk tea companies in their business scope.

1987年“回归中国”后,现代奶茶在短短30年间以光速发展。根据天彦检查的数据,2000年全国奶茶公司不到1000家,到2019年底,其业务范围超过14万家奶茶公司。

With the transformation and upgrading of consumption, milk tea has been innovated with ingredients such as "drinking tea + tea dregs" as a base tea, with fruit, pudding, boba, red beans and other ingredients. The entire milk tea industry has entered a new era from quality to quantity. The new milk tea industry has sprung up. Freshly customized and colorful milk tea has become a fashionable drink that young people can't put it down and must-have at home.

随着消费的转型和升级,奶茶已经以“饮用茶+茶渣”等基本食材,水果,布丁,波巴,红豆等成分进行了创新。整个奶茶行业已经进入了从质量到数量的新时代。新的奶茶产业如雨后春笋般涌现。新鲜定制的色彩缤纷的奶茶已成为年轻人不可错过的时尚饮品,必须在家中使用。

In the past two years, the milk tea market has expanded rapidly, and major milk tea brand stores have a downward trend in the market to accelerate expansion. Many well-known milk tea brands, such as Hey Tea, Coco Duke, and Nai Xue No Tea, have completed a new round of financing in the past 5 years.

在过去的两年中,奶茶市场发展迅速,主要奶茶品牌商店的市场下降趋势加速。 Hey Tea,Coco Duke和Nai Xue No Tea等许多著名的奶茶品牌在过去5年中完成了新一轮的融资。

The charm of milk tea begins with its ingredients and taste.

奶茶的魅力始于其成分和口味。

The word "milk tea" does not bring good mood, but the sugar in milk tea can. Sugar makes the brain secrete dopamine, and dopamine promotes pleasant emotions. This is one of the reasons why people feel good and happy when drinking milk tea.

“奶茶”这个词不会带来好心情,但是奶茶中的糖可以。糖使大脑分泌多巴胺,多巴胺促进愉悦的情绪。这就是人们喝奶茶时感到愉悦和快乐的原因之一。

Xiao Li, a university student in Shanghai, revealed that he likes to drink milk tea just because it is "good." The sugar in milk tea not only allows the naturally sweet-loving humans to produce dopamine, which helps excitement, but also enhances the flavor of milk tea.

上海的一名大学生小李透露,他喜欢喝奶茶,只是因为它是“好”的。奶茶中的糖不仅使喜欢自然甜味的人产生多巴胺,有助于兴奋,还增强了奶茶的风味。

On the topic of milk tea on Weibo, some netizens commented that after drinking milk tea, they are always "full of vitality" and "resurrected with blood." Milk tea does have the effect of "recovering blood" because the caffeine content of milk tea is considerable. Caffeine has a very strong refreshing effect, so returning to vitality after drinking a cup of milk tea is not a psychological effect.

在微博上关于奶茶的话题,有网友评论说,喝了奶茶后,他们总是“充满活力”,“鲜血复活”。奶茶的确具有“恢复血液”的作用,因为奶茶中的咖啡因含量很高。咖啡因具有很强的提神作用,因此喝一杯奶茶后恢复活力不是心理作用。

The netizens who screamed that the milk tea is "smooth taste" and "must be covered with milk" are indulged in the tactility of fat and trans fatty acids. The fat contained in the creamer of milk tea makes the taste of milk tea smooth, and the milk cap of some milk tea contains trans fatty acids, which enhances the taste. In addition to the pleasure of "indulgence silky", fat is also addictive. Combining with the addictive sugar and caffeine, it secretly enhances "user stickiness."

尖叫奶茶的味道“顺滑”,“必须用牛奶覆盖”的网民沉迷于脂肪和反式脂肪酸的触感。奶茶奶精中所含的脂肪使奶茶的口感顺滑,某些奶茶的奶盖中含有反式脂肪酸,从而增强了口感。除了“放纵丝滑”的乐趣外,脂肪也会使人上瘾。与上瘾的糖和咖啡因结合,可秘密增强“使用者的黏性”。

The chemical magic of milk tea opens the contemporary "milk tea life history":

奶茶的化学魔术开启了当代“奶茶的生活史”:

With the blessing of chemical magic, the new milk tea provides more social motives for consumption that are easy to "sink".

有了化学魔术的祝福,新奶茶为消费提供了更多的社会动机,而这些动机很容易“沉没”。

Different from the cookie-cutter and simple-packed brewed milk tea, the rich brand, exquisite packaging, and diversified flavors of the new milk tea have become a "fashion" label in the eyes of young people. The new-style milk tea offline stores are exquisitely decorated, providing "sweet and salt" social venues with different styles for people with different needs. The new-style milk tea not only provides milk tea, but also provides atmosphere and service.

与曲奇和简单包装的冲泡奶茶不同,新奶茶的丰富品牌,精美包装和多样化口味已成为年轻人眼中的“时尚”标签。新型奶茶线下商店装饰精美,为有不同需求的人们提供了风格各异的“甜盐”社交场所。新型奶茶不仅提供奶茶,还提供氛围和服务。

Checking in at online celebrity milk tea shops, popular on social networks, is an essential part of young people’s social life. The consumption of milk tea is not only a "drinking" procedure, but the trilogy of "photographing", "spinning" and "enjoying" the milk tea of ​​contemporary people is already a tacit practice.

在社交网络上流行的在线名人奶茶店登记入住是年轻人社交生活的重要组成部分。喝奶茶不仅是一种``喝酒''的过程,而且``摄影'',``旋转''和``享受''当代人的奶茶三部曲已经是一种默契做法。

What modern people consume is the taste of milk tea, and it is also the "cultural symbol" behind the milk tea.

现代人消费的是奶茶的味道,它也是奶茶背后的“文化象征”。

The Milk Tea Party has a famous self-comforting saying: "Milk tea is milk, and milk is healthy; milk tea is tea, and tea is health preservation, so milk tea is not only not fat, but also nutritional."

奶茶党有句著名的自我安慰的话:“奶茶是牛奶,牛奶是健康的;奶茶是茶,并且茶是健康的,所以奶茶不仅脂肪,而且营养。”

But is milk tea really healthy?

但是奶茶真的很健康吗?

In 2019, Fuzhou City, Fujian Province conducted quality inspections on the whole sugar and sugar-free products of major well-known milk teas. The results found that most milk tea drinks did not meet the "National Standard GB/T21733-2008 Tea Beverage" and "Chinese Residents Dietary Guidelines 2016)” for tea drinks.

2019年,福建省福州市对主要知名奶茶的全糖和无糖产品进行了质量检查。结果发现,大多数奶茶饮料不符合茶饮料的《国家标准GB / T21733-2008茶饮料》和《中国居民饮食指南2016》。

If the "addiction" of milk tea in modern people continues for a long time, it may really cause illness.

如果现代人对奶茶的“成瘾”持续很长时间,则可能确实会引起疾病。

The fat content in milk tea is very high. Long-term excessive intake of fat will not only lead to typical diseases such as obesity, fatty liver and diabetes, but also cause severe diseases such as lung function decline, cancer, cirrhosis, and cardiovascular and cerebrovascular diseases including thrombosis. Illness. Some of the trans fatty acids contained in milk tea are likely to induce coronary heart disease, asthma, thrombosis and other diseases.

奶茶中的脂肪含量很高。长期过量摄入脂肪不仅会导致肥胖,脂肪肝和糖尿病等典型疾病,还会导致诸如肺功能下降,癌症,肝硬化以及包括血栓形成在内的心脑血管疾病等严重疾病。疾病。奶茶中所含的某些反式脂肪酸可能会诱发冠心病,哮喘,血栓形成和其他疾病。

Milk tea contains a lot of caffeine. Caffeine is a stimulant. Excessive consumption can stimulate the nervous system, causing insomnia and heart palpitations; rapid overdose can cause poisoning, allergies, and increased blood pressure. Pregnant women and children are strictly restricted from eating caffeine.

奶茶中含有大量咖啡因。咖啡因是一种兴奋剂。过量食用会刺激神经系统,引起失眠和心;服用过量会导致中毒,过敏和血压升高。严格禁止孕妇和儿童食用咖啡因。

In response to the self-hypnosis of "milk tea is milk" in people's minds, the test results are also particularly "heart-struck". The "milk" in milk tea refers to creamer, and most milk tea contains almost no fresh milk. Because creamer has a high oil content, people with fat indigestion can easily cause diarrhea after eating.

为了回应人们心中“奶茶就是牛奶”的自我催眠,测试结果也特别“令人震惊”。奶茶中的“牛奶”是指奶精,大多数奶茶几乎不含新鲜牛奶。由于奶精含油量高,脂肪消化不良的人进食后容易引起腹泻。

The tannins in milk tea and the casein in creamer are consumed together to produce tannic protein, which clumps in the stomach and causes discomfort. In the worst case, the intestinal motility slows down and constipation is caused.

奶茶中的单宁和奶精中的酪蛋白一起食用会产生单宁蛋白,单宁蛋白会在胃中结块并引起不适。在最坏的情况下,肠蠕动减慢并引起便秘。

Milk tea is a typical high-sugar, high-fat and high-calorie food. A cup of milk tea with pearls has the same calories as an ordinary lunch box.

奶茶是典型的高糖,高脂肪和高热量食品。一杯珍珠奶茶的热量与普通午餐盒相同。

Even sugar-free milk tea can quickly ingest one-third of the sugar you need in a day, causing your blood sugar to soar.

即使是无糖奶茶,也可以迅速摄取一天中所需糖分的三分之一,从而导致血糖​​飙升。

High blood sugar will cause the memory-related "hippocampal gyrus" area of ​​the brain to become smaller, making memory worse. In addition to the well-known dental caries and decreased vision, the body absorbs too much sugar, which can also cause "insulin resistance", leading to diabetes and early breast cancer. In addition, sugar is the number one culprit leading to obesity. Excessive intake of sugar can cause serious cardiovascular and cerebrovascular diseases, fatty liver and even cancer.

高血糖会导致大脑与记忆有关的“海马回”区域变小​​,使记忆恶化。除了众所周知的龋齿和视力下降外,人体还会吸收过多的糖分,这也会引起“胰岛素抵抗”,从而导致糖尿病和早期乳腺癌。此外,糖是导致肥胖的第一大罪魁祸首。过量摄入糖会导致严重的心脑血管疾病,脂肪肝甚至癌症。

For many girls who love beauty, sugar is a "skin killer". Long-term excess sugar will accelerate cell aging, leading to accelerated aging. The chemicals produced when sugar is digested and metabolized will harden collagen, causing the skin to lose elasticity, wrinkles and sagging. The American Academy of Dermatology believes that a high GI/GL diet is a major factor in increasing the risk of acne. Saccharification products can also produce yellow patches, which make the skin dull and long.

对于许多热爱美丽的女孩来说,糖是“皮肤杀手”。长期过量的糖将加速细胞衰老,导致加速衰老。糖被消化和代谢时产生的化学物质会硬化胶原蛋白,导致皮肤失去弹性,皱纹和下垂。美国皮肤科学院认为,高GI / GL饮食是增加痤疮风险的主要因素。糖化产品还会产生黄色斑点,使皮肤暗沉而长久。

Commercial milk teas are generally formulated with creamer, artificial flavors, saccharin, pigments, etc. Long-term consumption of these artificial additives will increase the burden on the liver and kidneys, and may even cause cancer.

商业奶茶通常由奶精,人造香料,糖精,色素等配制而成。长期食用这些人造添加剂会增加肝脏和肾脏的负担,甚至可能致癌。

Each generation has different memories of drinks. The old sodas and Jianlibao regarded by millennials as "rice scum" were also the "white moonlight" of our parents and sisters.

每代人对饮料都有不同的记忆。被千禧一代视为“米渣”的旧汽水和健力宝也是我们父母和姐妹的“白色月光”。

During the 40 years of the development of the domestic beverage consumer market, the entire beverage industry "from scratch" and "from being to fine" has now ushered in an irreversible consumption upgrade.

在国内饮料消费市场发展的40年中,整个饮料行业“从无到有”和“从无到有”现已迎来了不可逆转的消费升级。

After 2011, the growth rate of China's soft drink industry began to decline. According to data from the National Bureau of Statistics, the compound production growth rate of the beverage industry from 2011 to 2018 was about 7%. However, after 2010, new-style tea has bucked the trend, and the profit-seeking with capital and the awakening of local independent brand awareness began to flourish. After 2016, it has developed rapidly and has become a "life-sustaining artifact" for most young people.

2011年之后,中国软饮料行业的增长率开始下降。根据国家统计局的数据,2011年至2018年饮料行业的复合生产增长率约为7%。然而,2010年之后,新型茶逆势而上,以资本寻求利润和唤醒当地独立品牌意识开始兴盛。 2016年之后,它发展迅速,并已成为大多数年轻人的“维持生命的人工制品”。

The 40-year development of China's beverage industry and product changes are behind new consumer demands brought about by changes in consumer concepts and lifestyles.

中国饮料行业40年的发展和产品变化是消费观念和生活方式变化带来的新的消费需求的背后。

From the original carbonated beverages to functional beverages, consumers are no longer satisfied with the two basic functions of drinking thirst quenching and good taste, and are beginning to explore other possibilities of beverages. With increasing competition in the beverage market, products with attractive packaging such as tea and Xiaoming have become popular.

从原始的碳酸饮料到功能性饮料,消费者不再满足于喝渴止渴和美味的两个基本功能,并开始探索饮料的其他可能性。随着饮料市场竞争的加剧,包装精美的产品(如茶和小明)已开始流行。

Today's new tea drinks have taken a step further to meet the social needs of consumers. The new-style tea drinks introduce the concept of "third space" in the store layout, integrating the living atmosphere into the complex consumption scene of social attributes.

如今,新的茶饮料已进一步满足了消费者的社会需求。新型茶饮料在店铺布局中引入了“第三空间”的概念,将生活氛围融入了具有社会属性的复杂消费场景中。

With the change of beverages from generation to generation, we do not know what the next level of the beverage demand pyramid is.

随着饮料的代代相传,我们不知道饮料需求金字塔的下一个层次是什么。

Until the emergence of a new generation of "life-sustaining artifact".

直到出现了新一代的“维持生命的人工制品”。

 
 
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