After the comprehensive price reduction of Xi tea, Lele tea also began to try the parity route. In March 3rd, Lele tea announced that the price of some drinks had been controlled below 20 yuan through official account. The lowest price of pure jasmine tea was 8 yuan.

The price adjustment of Lele tea does not directly adjust the inherent products, but introduces a new product line called “big mouth fresh fruit tea”, which removes the cheese from the original signature product fresh fruit cheese tea. For example, the original signature product of Lele tea, strawberry peach cheese, sold for 31 yuan. After removing the cheese, it sold for 26 yuan. At present, there are about 13 types of fresh fruit tea products in Lele tea, of which 4 are priced below 20 yuan.

Guo Sihan, CMO of Lele tea, told the interface news that this adjustment is to add a fresh product line to meet the needs of consumers. Because the products reduce the use of cheese with high cost, the overall price of the product line has decreased.

Naixue’s tea has similar measures. At present, there is a category of “super value and good drinking” in Naixue’s tea applet ordering page. In addition to pure tea products, it also includes domineering Hawthorn berries, relaxed grapefruit, relaxed mango and other fruit teas without milk cover. The selling price of this category is less than 20 yuan.

The collective price adjustment of high-priced milk tea may be driven by happy tea.

On February 24, Xi tea announced that it had completed the comprehensive product price adjustment since January this year, said that it would no longer launch new drinks of more than 29 yuan this year, and promised that the price of existing products would not rise this year. Hi tea told the interface news that on the premise that the material and quality of products do not change, after the price adjustment, except for the limited products in individual cities, surrounding areas, and a small number of products in lab stores and handmade stores, the product price of mainstream stores of hi tea has been comprehensively lower than 30 yuan. At present, the price is 15-25 yuan, and the products have accounted for more than 60% of all products of hi tea.

For a long time in the past, Xi tea, Naixue tea and LeLe tea were divided into the echelon of “expensive milk tea” due to the product price of 30 yuan. In April 2020, # milk tea is more than 30 yuan. Will you still drink it? The # topic was on the hot search. So far, 30 yuan seems to have become a price watershed in the milk tea industry.

However, a problem that is gradually emerging is that the target customers of Xi tea, Naixue tea and LeLe tea - that is, young people in Tier 1 and tier 2 cities - have an upper limit on growth, and it is difficult for brands with the impression of expensive milk tea in the past to attract more broad-based and price sensitive consumers.

In fact, the market share of high-end tea brands has not been high. According to iResearch, in 2021, the market share of medium and high-end brands of new tea drinks in China (i.e. the unit price is higher than 20 yuan) was only 14.7%, and the rest of the market was occupied by medium and low-end tea brands (the unit price is less than 20 yuan).

In this wave of global inflation accompanied by a series of rising prices of tea raw materials, tea yanyuese, tea Baidao, coco and other middle price milk tea brands have increased their prices one after another.

On the other hand, at present, the growth rate of the whole new tea industry has also begun to slow down. According to the 2021 new tea research report released by the new tea committee of China chain operation association, the growth rate of new tea in 2020 was 26.1%, and the growth rate decreased to about 19% from 2021 to 2022. The new tea market is experiencing a phased slowdown. It is predicted that the growth rate will be adjusted to 10% ~ 15% in the next 2-3 years. With the homogenization and fierce competition in the tea industry, how to compete for the stock is a difficult problem that every brand is thinking about.

After the comprehensive price reduction of Xi tea, Lele tea also began to try the parity route. In March 3rd, Lele tea announced that the price of some drinks had been controlled below 20 yuan through official account. The lowest price of pure jasmine tea was 8 yuan.

The price adjustment of Lele tea does not directly adjust the inherent products, but introduces a new product line called “big mouth fresh fruit tea”, which removes the cheese from the original signature product fresh fruit cheese tea. For example, the original signature product of Lele tea, strawberry peach cheese, sold for 31 yuan. After removing the cheese, it sold for 26 yuan. At present, there are about 13 types of fresh fruit tea products in Lele tea, of which 4 are priced below 20 yuan.

Guo Sihan, CMO of Lele tea, told the interface news that this adjustment is to add a fresh product line to meet the needs of consumers. Because the products reduce the use of cheese with high cost, the overall price of the product line has decreased.

Naixue’s tea has similar measures. At present, there is a category of “super value and good drinking” in Naixue’s tea applet ordering page. In addition to pure tea products, it also includes domineering Hawthorn berries, relaxed grapefruit, relaxed mango and other fruit teas without milk cover. The selling price of this category is less than 20 yuan.

The collective price adjustment of high-priced milk tea may be driven by happy tea.

On February 24, Xi tea announced that it had completed the comprehensive product price adjustment since January this year, said that it would no longer launch new drinks of more than 29 yuan this year, and promised that the price of existing products would not rise this year. Hi tea told the interface news that on the premise that the material and quality of products do not change, after the price adjustment, except for the limited products in individual cities, surrounding areas, and a small number of products in lab stores and handmade stores, the product price of mainstream stores of hi tea has been comprehensively lower than 30 yuan. At present, the price is 15-25 yuan, and the products have accounted for more than 60% of all products of hi tea.

For a long time in the past, Xi tea, Naixue tea and LeLe tea were divided into the echelon of “expensive milk tea” due to the product price of 30 yuan. In April 2020, # milk tea is more than 30 yuan. Will you still drink it? The # topic was on the hot search. So far, 30 yuan seems to have become a price watershed in the milk tea industry.

However, a problem that is gradually emerging is that the target customers of Xi tea, Naixue tea and LeLe tea - that is, young people in Tier 1 and tier 2 cities - have an upper limit on growth, and it is difficult for brands with the impression of expensive milk tea in the past to attract more broad-based and price sensitive consumers.

In fact, the market share of high-end tea brands has not been high. According to iResearch, in 2021, the market share of medium and high-end brands of new tea drinks in China (i.e. the unit price is higher than 20 yuan) was only 14.7%, and the rest of the market was occupied by medium and low-end tea brands (the unit price is less than 20 yuan).

In this wave of global inflation accompanied by a series of rising prices of tea raw materials, tea yanyuese, tea Baidao, coco and other middle price milk tea brands have increased their prices one after another.

On the other hand, at present, the growth rate of the whole new tea industry has also begun to slow down. According to the 2021 new tea research report released by the new tea committee of China chain operation association, the growth rate of new tea in 2020 was 26.1%, and the growth rate decreased to about 19% from 2021 to 2022. The new tea market is experiencing a phased slowdown. It is predicted that the growth rate will be adjusted to 10% ~ 15% in the next 2-3 years. With the homogenization and fierce competition in the tea industry, how to compete for the stock is a difficult problem that every brand is thinking about.