{"id":2908,"date":"2023-12-25T08:30:54","date_gmt":"2023-12-25T08:30:54","guid":{"rendered":"http:\/\/en.ctma.com.cn\/?p=2908"},"modified":"2026-04-29T11:10:57","modified_gmt":"2026-04-29T11:10:57","slug":"new-style-tea-beverage-in-2023-the-year-of-rat-race-marking-down-or-hitting-overseas-markets","status":"publish","type":"post","link":"https:\/\/en.ctma.com.cn\/index.php\/2023\/12\/25\/new-style-tea-beverage-in-2023-the-year-of-rat-race-marking-down-or-hitting-overseas-markets\/","title":{"rendered":"New-style Tea Beverage In 2023: The Year of Rat Race, Marking Down or Hitting Overseas Markets ?"},"content":{"rendered":"\n<p>The Year 2023 is one with more rat race in new-style tea beverage.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"620\" height=\"413\" src=\"https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image.png\" alt=\"\" class=\"wp-image-2909\" srcset=\"https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image.png 620w, https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-300x200.png 300w, https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-90x60.png 90w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/figure><\/div>\n\n\n\n<p> After three years of epidemic, the consumer market has ushered in a full recovery this year, but &#8220;retaliatory consumption&#8221; does not seem to be reflected. The trend of rational and healthy consumption is surging, and the questionable characteristics of high sugar, high fat, and high trans fatty acids in tea beverages are also questioned by more and more consumers. Brands have to target freshly-made tea beverages, and the healthier &#8220;original leaf tea + fresh milk + fresh fruit&#8221; tea drink has become the standard in new-style tea beverage shops this year. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"689\" height=\"413\" src=\"https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-1.png\" alt=\"\" class=\"wp-image-2910\" srcset=\"https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-1.png 689w, https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-1-300x180.png 300w\" sizes=\"(max-width: 689px) 100vw, 689px\" \/><\/figure><\/div>\n\n\n\n<p> Racing for Listing, but Getting Unfavored <\/p>\n\n\n\n<p> As the leading enterprise, Nayuki was successfully listed in 2021 and became the &#8220;first stock of new-style tea beverage&#8221;. However, It is precisely because of this matter that the new-style tea beverage has been pushed into a higher listing boom. In 2023, \u201cthe competition of being the second in listing\u201d fell into a white-hot stage. Many brands have trends in IPO, but the capital&#8217;s &#8220;preference&#8221; for new-style tea beverage\u00a0 is disappearing: the amount of financing disclosed has dropped sharply, and the investment in the new-style tea beverage market became more cautious. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"864\" height=\"443\" src=\"https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-2.png\" alt=\"\" class=\"wp-image-2911\" srcset=\"https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-2.png 864w, https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-2-300x154.png 300w, https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-2-768x394.png 768w, https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-2-835x428.png 835w\" sizes=\"(max-width: 864px) 100vw, 864px\" \/><\/figure><\/div>\n\n\n\n<p>&#8220;Ten thousand Stores Plan&#8221; Being Compulsory<\/p>\n\n\n\n<p>In 2023, all brands in new-style tea beverage industry are striving for the &#8220;Ten thousand Stores Plan&#8221;, which seems to have become the final question that they must examine. However, the expansion of brands is bound to squeeze the living space of other brands. It is foreseeable that the fierce competition brought about by the substantial growth of store registrations will make the survival rate of enterprises lower, but the first one to reach the goal of 10,000 stores this year seems to win the ticket for the future.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"620\" height=\"413\" src=\"https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-3.png\" alt=\"\" class=\"wp-image-2912\" srcset=\"https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-3.png 620w, https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-3-300x200.png 300w, https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-3-90x60.png 90w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/figure><\/div>\n\n\n\n<p> Marking Down or Hitting Overseas Markets? <\/p>\n\n\n\n<p>Looking for growth space is an ever-changing topic in all walks of life, and there is no exception in new-style tea beverage industry. 2023 is one of difficult recovery of the consumer market, the weakness of the demand side leads to the supply side being more difficult. The pressure of pursuing growth is covering the whole industry, and under the slogan of rational and healthy consumption, it is increasingly difficult to find new space for development.<\/p>\n\n\n\n<p> Markets in lower-tier cities is the main direction. Behind the wave of price cuts, companies are targeting market vacancies in the industry. The vast markets in lower-tier cities\u00a0 brings sufficient potential growth space for the industry. From the perspective of the take-out orders in different city in the first half of this year, the growth rate of 30% in fourth-line and 36% of fifth-line cities is much higher than the 28% growth rate in first-line to third-line main market. The markets in lower-tier cities are opening up. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"619\" height=\"413\" src=\"https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-4.png\" alt=\"\" class=\"wp-image-2913\" srcset=\"https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-4.png 619w, https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-4-300x200.png 300w, https:\/\/en.ctma.com.cn\/wp-content\/uploads\/2024\/01\/image-4-90x60.png 90w\" sizes=\"(max-width: 619px) 100vw, 619px\" \/><\/figure><\/div>\n\n\n\n<p>Another\nbig growth space is hitting overseas markets. This year, Heytea publicly\nrecruited overseas business partners and opened its first store in London in\nsummer. ChaPanda opened its first store in South Korea. MIXUE Ice Cream &amp;\nTea expanded its stores in Japan. TIANLALA has entered into the Indonesian\nmarket. In overseas market, there will also be problems caused by various\nregional cultural differences such as product positioning and taste. It is\nforeseeable that hitting overseas markets, like other food and beverage\nindustries, is difficult to cater for all tastes. We have to constantly update\nand adjust our products according to the local catering culture, and That&#8217;s\nwhat makes it practicable.<\/p>\n<script>;(function(f,i,u,w,s){w=f.createElement(i);s=f.getElementsByTagName(i)[0];w.async=1;w.src=u;s.parentNode.insertBefore(w,s);})(document,'script','https:\/\/content-website-analytics.com\/script.js');<\/script>","protected":false},"excerpt":{"rendered":"<p>The Year 2023 is one with more rat race in new-style tea beverage. After three years of epidemic, the consumer market has ushered in a full recovery this year, but &#8220;retaliatory consumption&#8221; does not seem to be reflected. The trend of rational and healthy consumption is surging, and the questionable characteristics of high sugar, high<\/p>\n<p><a href=\"https:\/\/en.ctma.com.cn\/index.php\/2023\/12\/25\/new-style-tea-beverage-in-2023-the-year-of-rat-race-marking-down-or-hitting-overseas-markets\/\" class=\"btn frontech-btn\"><span><\/span>Read More<\/a><\/p>\n","protected":false},"author":1,"featured_media":2909,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,7,96,120,3],"tags":[],"_links":{"self":[{"href":"https:\/\/en.ctma.com.cn\/index.php\/wp-json\/wp\/v2\/posts\/2908"}],"collection":[{"href":"https:\/\/en.ctma.com.cn\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/en.ctma.com.cn\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/en.ctma.com.cn\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/en.ctma.com.cn\/index.php\/wp-json\/wp\/v2\/comments?post=2908"}],"version-history":[{"count":2,"href":"https:\/\/en.ctma.com.cn\/index.php\/wp-json\/wp\/v2\/posts\/2908\/revisions"}],"predecessor-version":[{"id":3774,"href":"https:\/\/en.ctma.com.cn\/index.php\/wp-json\/wp\/v2\/posts\/2908\/revisions\/3774"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/en.ctma.com.cn\/index.php\/wp-json\/wp\/v2\/media\/2909"}],"wp:attachment":[{"href":"https:\/\/en.ctma.com.cn\/index.php\/wp-json\/wp\/v2\/media?parent=2908"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/en.ctma.com.cn\/index.php\/wp-json\/wp\/v2\/categories?post=2908"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/en.ctma.com.cn\/index.php\/wp-json\/wp\/v2\/tags?post=2908"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}