The saying that “tea and wine are not separated” has existed since ancient times. At present, more and more wine enterprises cooperate with tea enterprises, and the integration of tea and wine is getting hot. However, the effect is not optimistic. On April 26, the reporter of Beijing Business Daily found that the sales of liquor products were poor after searching for keywords such as “Mingxiang liquor” on tmall e-commerce platform. Behind the successive entry of liquor enterprises, they not only have a high degree of coincidence, but also are affected by the expanding scale of the large-scale health industry.
Shen Meng, executive director of Xiangsong capital, pointed out that although wine and tea are homogeneous products, drinking and tea cannot be carried out at the same time. Therefore, in addition to consumer culture, there is no prominent complementarity between the two. Tea wine integration aims at a small number of consumer groups. The market demand is limited, which can not accommodate the huge individual consumption demand of wine or tea, and it is difficult to become a broad blue ocean.
tea wine fusion gradually heat
Among the drinks with a long history in China, wine and tea are equal. In fact, the two types of products with different tastes have already built a “bridge” of friendship. The reporter of Beijing business daily noted that more and more wine enterprises have joined hands with tea enterprises and successively stepped into the track of tea wine integration.
In the past, some liquor enterprises cooperated with tea enterprises to launch joint branded products, and later some liquor enterprises launched Ming flavor Baijiu products.
It is understood that Kweichow Moutai Co.Ltd(600519) , Luzhou Laojiao Co.Ltd(000568) , zhenjiufang and other wine enterprises have cooperated with tea enterprises to launch products. However, most of these products appear in the form of gift boxes for wine products and tea products. Among the liquor enterprises that have launched Ming flavor Baijiu products, the “Ming Niang · cuilv” product launched by Luzhou Laojiao Co.Ltd(000568) .
The reporter of Beijing business daily sent an interview outline to Luzhou Laojiao Co.Ltd(000568) on issues related to the layout of the tea and wine integration track. As of press time, the other party has not responded.
Although wine companies continue to enter the tea wine integration track, on the social platform, there are more and more wine companies entering the tea wine integration track, but the discussion among consumers is not very enthusiastic.
Insiders pointed out that wine and tea, as two substances with different taste, form and source, have long been tried to blend the two substances. But wine and tea have always been like trains running on two tracks, meeting but not intersecting. However, at present, the integration of tea and wine is moving from hazy chaos to the era of multi-level integration of culture, products, consumption and channels.
similarity means integration
There are countless similarities between wine and tea with different tastes. In terms of product attributes and sales channels, the coincidence degree of wine and tea is quite high.
It is understood that wine and tea are equally divided into “369”, including high-end products, middle-end products and low-end products. Both high-end wine products and high-end tea products have gift attributes, and they are the first choice for consumers to shop during the new year and festival.
In addition to the gift attribute of products, the overlap of wine and tea sales channels is also relatively high. Both wine enterprises and tea enterprises have traditional agents, and both have their own exclusive stores and terminal channels of retail stores.
Beijing Business Daily reporter noted that in this context, a number of tea and wine integration model stores have sprung up. Searching for the keyword “tea and wine” on the public comment platform is not difficult to find that small shops selling both tea and wine are distributed in Beijing, Shanghai, Shandong and other regions.
In this regard, some insiders pointed out that “a pot of tea and a cup of wine in the world of mortals” have mutually supportive product attributes and natural cooperation genes.
The high similarity between wine and tea has become the basis for their integration, while the continuous expansion of the large-scale health industry has added a boost to their integration.
Statistics show that in recent years, more and more consumers pay attention to health. It has become the consensus of more people to drink less and drink good wine. At the same time, tea consumption is growing rapidly. Data show that from 2014 to 2021, the national tea sales increased year by year. In 2021, the national tea sales reached 312 billion yuan, a year-on-year increase of about 8.0%. Among consumers, many young people “really smell” the Oriental leaves they despised in their childhood. In this context, the development opportunity of tea wine integration may come quietly.
Shen Meng further pointed out that the overlap of consumer groups of wine and tea is relatively high in both the gift market and the consumer market. The so-called tea wine integration is just a new marketing topic created in the environment of weak consumption and sluggish economy.
remains to be further cultivated
Although there are many similarities between wine and tea, and many wine enterprises have entered the tea wine integration track, consumers do not pay, but it has become a “hard wound” of tea wine integration.
After logging into tmall e-commerce platform, the reporter of Beijing business daily searched for keywords such as “Mingxiang liquor”, “Mingjiu” and “mingniang”. Most of the products sold only in single digits, and even 0 products sold every month. .
The tea flavor Baijiu led by Luzhou Laojiao Co.Ltd(000568) mingniang has a melancholy flavor. Maybe Bole is also needed for good wine. Maybe the alley where Mingxiang Baijiu is located is a little deep. Good drinkers have not yet smelled the tea fragrance of Baijiu.
Baijiu experts who have tasted tea flavor Baijiu said frankly to the reporter of Beijing business daily, “this kind of products are still very distinctive in tasting.”.
It is worth mentioning that behind the poor sales, the consumption integration of wine and tea in the channel has not been solved, and the brand matching problem is also pending… There are still many problems in the integration of tea and wine, waiting for wine enterprises and tea enterprises to solve together.
Cheng Wansong, Secretary General of Beijing alcohol circulation industry association, pointed out that in the early stage of the development of alcohol e-commerce before 2011, new, strange and special products blew a small whirlwind on the Internet, but soon fell silent. Because of the things imported, consumers are more willing to believe in the brand. Therefore, the best-selling products of alcohol e-commerce are mainly famous and high-quality wines, and the sales of niche products are generally poor.
“The integration of tea and wine is innovation, but we can’t see the potential of its blue ocean at present. New categories are not equal to the new blue ocean. Adventure consumption is noisy, but it is not the mainstream of consumption. The so-called blue ocean is not equal to innovation, but to follow the deep law of market development based on the changing trend of consumer demand.” Cheng Wansong added.
