Recently, the new tea drink brand Taoyuan, which has been deeply rooted in Guangdong and Guangxi, was held in Guangzhou for the third anniversary of the third anniversary of Taoyuan and the 2.0 brand upgrade. The theme of this press conference is "Three years of ingenuity to sharpen one sword, and the big waves of peach sand will see gold." Taoyuan Sanzhe officially announced at the meeting that the brand will take the mission of "promoting Chinese tea" culture, fully align with the "national trend" style, and create a benchmark brand in Guangdong and Guangxi.
In terms of space design, Taoyuan Three Chapters collided with the modern trend of "cyberpunk" with the traditional cultural "scroll" to create a store space with a sense of technology and culture, bringing consumers a new dining experience; in terms of products, it focuses on launching the "Chinese Tea Latte" product created with "fresh milk + fresh tea" to bring consumers a more valuable Chinese tea. At the
press conference, Mr. Zhang, founder of Taoyuan Sanzhang brand, focused on why this upgrade focused on creating a "tea latte". Whether from the popularity of fruit tea, to the popularity of various lemon teas in 2021, or based on the message sharing of consumers on platforms such as takeaway, Dianping, Xiaohongshu, Douyin, or from the time of consumers' meals, we can find that the demands of consumers in the tea beverage market have changed from "multiple ingredients, mellow taste, fullness" to "refresh, relieve greasiness, and low sugar". In addition, consumers' requirements for product quality are getting higher and higher, and they pursue real milk and real tea. In addition, from last year to now, competition in the coffee industry has become increasingly fierce, and the boundaries between coffee and milk tea have gradually blurred, and tea and coffee are inseparable from separation is already the general trend.
Based on the above insight into the market, Taoyuan Sanzhe resolutely seized the tea latte track and through the positioning of Chinese tea latte categories, it not only occupied the tea beverage market, but also entered the coffee market, achieving two-way drainage. It is reported that Taoyuan Sanzhang has launched new coffee products such as fruit coffee and milk coffee. According to sales data, milk coffee and fruit coffee are both popular among consumers.
[Reporter] Zhao Binghui
[Author] Zhao Binghui
[Source] Southern Media Group Southern + Client
