Menu Insights – Tea Houses 2H – China – December 2020
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“Pressure to enlarge the consumer base and jack up unit prices continues to mount, while the COVID-19 outbreak halted the dominant out-of-home consumption in the first couple months of 2020. Combined these factors have negatively impacted the tea house business. In order to get ahead in this saturated market, players can look at opportunities in lower tier markets, where competition is less fierce and yet demand is strong. In addition, consumers’ willingness to splurge also bodes well for brands pursuing premiumisation via product upgrades. Given that consumers have low brand loyalty in this crowded market, players’ marketing focus should be placed on increasing attachment and boosting purchase frequency among existing tea drinkers.”
– Wen Yu, Research Analyst
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