Observation on consumption of new tea drinks during the Spring Festival: After the “fat” year, the trend of “thin” will be seen

Wen| Drink Daily Drink Sir

Amid the sound of exploding orders, the new tea drink started off in the Year of the Snake!

During the Spring Festival this year, Xiaowen discovered that milk tea, which was still a shopping destination last year, went directly to the Spring Festival banquet this year. More than just a life-saving water for young people, milk tea has begun to comprehensively cover the life scenes of young people.

Against this background, new tea drinks unexpectedly received a comprehensive hit during the Spring Festival holiday! On the first day of the Spring Festival holiday (February 5), many brands such as Xi Tea, Naixue, Bawang Tea Ji, Tianlala, Jasmine Milk White successively issued beautiful Spring Festival report cards!

Amid the sound of exploding orders, the new tea drink started off in the Year of the Snake!

01. The Year of the Snake kicks off, and the new tea drink is still the big winner during the Spring Festival”

The surge in sales is a collective reflection of new tea drinks during this Spring Festival. The report cards that Sir has successively seen (received) have given evidence to this binge.

1. Collective orders exploded, and sales of brands such as Xicha and Naixue increased exponentially.

Let’s first take a look at the overall sales situation on the Spring Festival holiday report cards of major brands:

Some Xicha stores increased by more than 900%, and many stores increased their sales by more than 300% month-on-month;

Naixue’s tea stores during the Spring Festival rose by 630%, achieving a double increase in order volume month-on-month;

The growth rate of Chabaidao stores in many places generally exceeded 400%, among which, the sales rate of Kaifeng Wanshishan Store increased by 3500%;

The sales volume of many stores of Bawang Tea Lady increased by more than 300% month-on-month, and some stores increased by more than 500%;

Sales in many stores in Shanghai Aunty increased by more than 500% month-on-month, and sales in stores across the country were booming;

The sales volume of Tianlala stores in some regions increased by more than 700% month-on-month, and some stores increased by more than 500% year-on-year;

The turnover of Jasmine Milk White stores in many places increased by more than 500%, showing a steady and rising trend overall.

▲ Photo source: Naixue’s tea

The new tea beverage brands have collectively passed a good year. The prevalence of hot orders and the high growth rate reflect the consumption vitality of new tea drinks.

2. It is lively like a market, and netizens feel like going to a market”

Enthusiastic consumption supports major new tea brands to launch a New Year’s pop order model.

How important is a cup of milk tea to consumers during the New Year? It can be seen from the feedback from netizens on social platforms.

Searching for Spring Festival milk tea on social platforms can easily be swept by the grand queue. Netizens bought milk tea and gave it the feeling of going to a market. Some people spent two hours buying a cup of Mixue Ice City; some people placed orders on their Mini programs, showing that 400+ cups were being made in front. The employees of the milk tea shop shook their arms out of afterimages, but they still couldn’t finish shaking them at all; the complaints of consumers who were making sweet milk tea but their throats were intertwined with the complaints of employees who created the sales of new tea drinks during the Spring Festival. explosion.

Such Spring Festival stalls have allowed new tea drinks that have been calling for a year to enter the era of stock to re-unleash their incremental attributes, which has undoubtedly boosted the confidence of the industry.

02. Behind the explosive orders, the leading brand stepped on the wind outlet to interpret the new trend in the industry

New tea drinks during the Spring Festival holiday are visible to the naked eye!

When Wang Li, whose hometown is in a third-tier city in Shandong, returned home this year, he found that this year, the street, which already contained tea brands such as Xi Tea, Naixue, Guming, and Chabaidao, welcomed newcomers such as Bawang Tea Ji and Grandpa Don’t Make tea. During the Spring Festival, Wang Li found that every store was full; some store Mini programs ordered nearly three digits of nearly 10 tea brands to fight hand-to-hand on the same street. How did they become popular?

The answer to this question must be found from the strategic decisions and strategic actions of major brands. Moreover, the actions of these leading brands are like industry wind vane leading the new trend of industry development.

1. The national trend narrative traffic war is getting worse

As the first intangible cultural heritage Spring Festival, this year’s national trend narrative is more intense than in previous years. For the new tea and beverage industry, which is a popular story of national trends, marketing activities with culture as narrative content have become a highlight of the industry’s Spring Festival this year.

Mixue Ice City jointly launched limited new products at the Dunhuang Museum. During the same period, it launched peripheral products such as Dunhuang auspicious beast badges, JiLe Snow King refrigerator stickers, Hongfu Flying Sachet, Dunhuang small couplet stickers, and Snow King Blessing Character Bracelet.

Overlord Tea Lady teamed up with the Museum of Xinjiang Uygur Autonomous Region to launch the New Year’s limited packaging for the Year of the Snake. New Year Bao Chun is inspired by the intersection of two snakes in the “Picture of Fuxi and Nuwa”, selects representative elements such as Fuxi, Nuwa, the sun and the moon, the stars, and the golden toad, and integrates the elements of the Year of the Snake to create a Spirit Snake Opening Cup.

In the same period, leading brand tea brands such as Xi Tea, Jasmine Milk White, Sweet Lala, and Shanghai Aunt also replaced their drinks with New Year skin, all focusing on national trends. This kind of scene-based cultural consumption is reshaping the value chain of new tea drinks. Behind the great efforts of major brands to promote scene-based cultural consumption, the traffic war of new tea drinks is intensifying.

As mentioned above, throughout 2024, entering the stock era has become a hot keyword in the new tea and beverage industry. The rapid expansion of major brands and the clustering of stores of various brands continue to dilute the traffic of individual brands and individual stores. This forces major brands to increase their marketing efforts. Taking joint marketing as an example, incomplete statistics from Spicy Chop Pepper show that from January 2024 to early January 2025, 27 well-known tea brands and coffee brands conducted more than 270 joint activities. Among them, the national trend attribute of new tea drinks has naturally become the main direction of its content marketing.

2. From reducing burden to achieving leapfrog progress in the health revolution

In the report cards issued by major brands, Drinking Sir also saw obvious healthy wind directions and changes in healthy wind directions.

Xicha’s super plant tea series, which sold 37 million bottles last year, continued to sell well. New Year’s products, the three series of oil-removing slimming bottles, feather slimming bottles, and fire-removing slimming bottles, all entered the top 10 sales during the Spring Festival; Chabaidao launched the flash-filled clear body wheatgrass and raking orange series of fruit tea drinks, sold more than 1 million cups during the Spring Festival.

From degreasing and slimming bottles to clearing wheatgrass, super plant teas have become a big hit spot in new tea drinks in the past six months.

In Drinking Sir’s view, the explosion of super plant tea has brought two major aspects of vitality to the new tea beverage industry: First, after milk, tea, and small ingredients, the new tea beverage industry has found another super creative pool, which may bring a steady stream of innovative inspiration to the industry; second, it has led the health revolution of the new tea beverage industry to achieve a milestone from reducing burden to maintaining health.

In the past two years, New Tea has been seeking healthy solutions for its products in the direction of real tea and real milk; reducing blood sugar, reducing calories, and purifying ingredient tables. Until the arrival of super plant tea, it brought new ideas for solving problems to healthy tea drinks with specific health effects and even the health concept based on the homology of food and medicine, and also brought rich imagination space for the innovation of new tea drinks.

3. The county economic belt Feiwandian brand sinks and the market continues to make great progress

Among the Spring Festival report cards of major brands, the performance of sinking the market is outstanding.

The single-store sales of Xi Tea in commercial districts in cities such as Maoming and Shijiazhuang exceeded that of most stores in the Beishang-Guangzhou-Shenzhen business district; cities such as Jiayuguan, Xinzhou, Shaoguan, Lianyungang, Bengbu, Anyang, and Suzhou ranked among the top cities in terms of sales growth.

For Naixue’s Spring Festival, third-and fourth-tier cities are dark horses in sales. Sales in Puning, Taizhou, Danzhou and other cities have increased significantly. Among them, Puning Wantaihui Store sold nearly 2000 cups of tea in a single day during the Spring Festival.

The top ten cities in the growth rate of Chabaidao Spring Festival store sales are non-first-tier cities, such as Xiaogan, Fuyang, Huai ‘an, Nanchong, etc. In addition, county stores and scenic spots stores such as Kaifeng Wanshishan Store, Handan Ci County Fangte Park Store, and Huzhou Taihu Ancient Town Second Store have become the stores with the largest increase among the country’s Chabaodao stores.

Jasmine milk increased by more than 500% month-on-month in stores in sinking markets such as Xiantao, Maoming and Ankang.

It is not only the returning people, but also the vitality of the county economy that promotes new tea drinks to achieve a huge increase in the sinking market. Whether it is Mixue Ice City and Tianla Lala, which focus on the sinking market, or Xicha, Naixue, and Bawang Tea Ji, which adhere to the mid-to-high-end positioning, the sinking market has become a battleground for brands to continue to find incremental space.

Citing data from narrow door meal eyes, the proportion of township stores in Xi tea reaches 15.26%, and that of Bawang Chaji accounts for 12.8%. Naixue, which was later deployed to sink into the market, has township stores also accounts for nearly 5%. The market hides the growth space of new tea beverage brands and the dream of thousands of stores for the leading brand.

The Spring Festival stall of the new tea drink came to a successful conclusion. In Drinking Sir’s view, the reason why the popular Spring Festival stalls can boost industry confidence is not only because of the immediate business, but also because of the consumption enthusiasm, popularization scope, and the store’s capacity of thousands of cups at the sunrise. This verifies from all aspects that new tea drinks are evolving into just-needed categories and national drinks. Its store model, which fully integrates digital intelligence methods, makes the store’s high-level effects easy to implement. These are the basis for new tea drinks to hit the Spring Festival stalls and maintain good daily business.