沙利文受邀出席“茶饮+烘焙，寻找品牌第二曲线”线下沙龙

"Tea drink+Baking, Searching for the Second Curve of Brands ” Offline Salon

Nowadays, unlike in the past, in an era where established tea beverage brands are intensifying their scale, launching new products, and driving up prices, 'tea beverages+How can 'Baking' drive each other forward and empower each other in a two-way manner?

10month9Today, at Fonterra andFBIFJointly launched “Tea Drink+The offline salon themed 'Baking, Searching for the Second Growth Curve of Brands' was successfully held in Shanghai.

Frost & SullivanFrost & SullivanZhang Xiaojing, Executive Director of Greater China at Frost & Sullivan, was invited to attend the event and delivered a speech titled 'How to Break Through Barriers with Instant Tea Drinks'.

Executive Director, Greater China, Frost & Sullivan Zhang Xiaojing

Zhang Xiaojing pointed out that benefiting from the large tea consumer base, ready-to-drink tea has become the largest segment within ready-to-drink beverages. According to Frost & Sullivan research data, it is expected that by2025The market scale of annual subscription tea drinks will reach2,000RMB 10 billion.

The industry is undergoing significant changes. On one hand, with the expansion of market size, competition among brands has become increasingly fierce, and the market share of leading brands is accelerating its concentration. On the other hand, consumers' demand for health and personalization is growing day by day, putting forward higher requirements for brands.

She emphasized that to stand out in the current market environment, brands need to innovate in four areas: products, marketing, branding and category management, as well as digitalization.

From a product perspective, ready-made tea brands should focus on innovation and differentiation. Brands such as Bawang Tea Girl and NESCAFÉ have attracted health-conscious consumers by launching products with health labels. In addition, the concept of 'the first cup of milk tea in autumn' not only satisfies consumers' taste preferences but also adds social attributes to the product.

In terms of marketing, joint ventures have become a new means for brands to attract consumers. Whether it's style alignment or cross-border collaborations, they can bring additional attention to the brand.

In terms of brand and category innovation, Zhang Xiaojing believes that the combination of tea drinks and baking is an area worth exploring. 'Tea drinks+Baking", "Coffee"+The combination of 'light meals' can broaden consumption scenarios, meet the consumption needs of different time periods, and fill in consumption gaps.

Finally, Zhang Xiaojing also mentioned the importance of digitization. She believes that digitization can not only help enterprises better understand consumer needs but also enhance customer experience by providing personalized services, thereby promoting repeat purchases.

Scene photos

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Frost & Sullivan invited to attend the offline salon 'Tea + Baking, Finding the Second Curve of Brands'

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