Tea has become one of the most important ways of life and leisure for consumers in cities. The 2021 new tea research report released by China chain operation association shows that the scale of new tea stores in China has reached 378000, accounting for 65.5% of the total scale of existing beverage stores. According to public data, the consumption amount of the current tea market in 2021 increased by 150% compared with the previous year, far exceeding the industry’s expected compound annual growth rate of 20% to 30%.
Recently, the first finance · new first tier cities Research Institute jointly released the “tea and city: urban consumption report”. Focus on 19 first tier cities and new first tier cities, and try to describe the development trend of emerging consumption formats in Chinese cities and the differences of consumption characters among different cities.
new consumption in Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu has stronger ecological vitality
With the vigorous development of new tea, new tea has surpassed coffee and become the main business form of new consumption in the city. The report shows that in 19 cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu and Hangzhou, the proportion of tea stores in most key business districts is more than 40%. Xi tea is the most important brand in the process of rapid growth of tea market in recent years.
Therefore, the report uses the “tea loving index” to measure the vitality of urban consumption. That is, the number of happy tea stores per million people in a city is set as the “happy tea index”. The higher the index, the larger the scale of brands stationed in each major business district, the more active the relative customer base, and the higher the activity of the business district.
The report shows that the top 5 cities in the “happy tea index” are Shenzhen, Shanghai, Guangzhou, Beijing and Hangzhou. The hi tea index is basically positively correlated with the comprehensive commercial charm performance of each city previously evaluated by the first finance and new first tier cities Research Institute.
In addition to the vitality of urban consumption, the report also investigates and analyzes the new consumption ecology of the city from the perspective of business district development. The data show that the synchronization rate between the new Xicha store and the new urban business district is very high. Last year, the synchronization rate between the new commercial body in Wuhan and the new Xicha store was as high as 80%. It can be seen that Xicha has become the “standard” of the new urban commercial body to a certain extent.
Moreover, due to the high frequency in the same new business, Xicha store, together with super orangutan fitness, bubble Mart store, Sisyphus bookstore and new energy automobile experience store, constitute a “new consumption ecosystem” covering core consumption fields such as leisure catering, sports, entertainment, culture and travel. By comparing the number of “new consumption ecosphere” in different cities, we can also effectively evaluate the development level of new consumption in the city. Among the 19 cities, only Beijing, Shanghai, Shenzhen and Chengdu have four new consumption ecospheres with different new consumption formats. As the only new first tier city, Chengdu’s consumption vitality can be seen.
tea drinking preference reflects the consumption character of different cities
The new tea has not only imperceptibly affected the urban commercial ecology, but also changed people’s consumption habits and even living habits. According to the consumption preferences of consumers in different cities in liking tea, the report summarizes six urban consumption characters: both important and creative, getting together to taste fresh, punk health preservation, Buddhist leisure, single-minded and long-term love, and punch in social.
Urban consumers in different regions have different preferences for drinking tea. For example, in terms of the categories of tea drinks, urban consumers in the Pearl River Delta prefer non fruit tea categories such as cheese tea and pure tea, in addition to the mainstream fruit tea products that like tea. The diversity index of tea sales in various cities also shows that the top five cities with the most diversified tea consumption are Guangzhou, Foshan, Shenzhen, Ningbo and Shanghai. According to the analysis of the report, the cities in the Pearl River Delta and Yangtze River Delta have developed economies, a large floating population and stronger consumption diversity.
The peak time of ordering happy tea can reflect the life rhythm of a city in a certain sense. The afternoon tea period is still the peak time of ordering tea for consumers. In addition, by calculating the ratio between the peak sales volume and the average sales volume, the report found that Cantonese and Chengdu people love to drink tea most: Shenzhen, Guangzhou, Foshan, Dongguan and Chengdu are the five cities with the most concentrated tea consumption time, and their peak orders are more than four times the average single volume.
The report also found that there are certain differences in consumption behavior between first tier cities and new first tier cities. Consumers in Beijing and Shanghai are more active in online shopping. Consumers not only pursue efficiency, but also love sharing; New first tier cities such as Chengdu and Chongqing are more Buddhist leisure. Consumers like to taste tea and enjoy life at 3 p.m. on weekends. This also reflects the different life rhythms of the first tier cities and the new first tier cities.
It is worth mentioning that tea shopping has gradually become a new way of social interaction. The essence of shopping for tea is to activate the social needs of similar consumers. The report shows that the four first tier cities cover 81.65% of all shopping orders in 19 cities, which shows that “there is no social fear in front of shopping”.
new staffing in the parcel post area: sugar free tea
In order to cater to consumers’ different tastes, the new tea also provides different degrees of options for sugar, cheese and other drinks. Consumers can order according to their own tastes. Therefore, the choice of sugar in the tea menu not only directly reflects people’s sweet preference, but also reflects the health preservation attitude of urban consumer groups to a certain extent.
The report found that the proportion of different sugar choices in orders in various cities found an interesting phenomenon: there are sweet traditional parcel post areas, but they show the greatest health determination.
Shanghai, Ningbo and Hangzhou are the three cities with the most restrained choice of sugar in the 19 cities. Especially in Shanghai, more than half of the orders choose sugar reduction or sugar free to varying degrees, of which sugar free orders account for 18.88% of the total orders. Compared with the sugar free proportion of less than 12% in Guangzhou and Shenzhen and less than 10% in Dongguan, the health care attitude of the people in Baotou postal area is particularly distinctive.
Experts pointed out that the clustering results of data indicators are consistent with our general understanding of urban regional attributes – cities from the same region always have more similar consumption preferences. However, with the development of new consumption and the rapid change of cities, new changes will take place in a city’s consumption concept, consumption mode and spatial carrier of consumption.
