Brand New Milk Tea Market: Chinese Milk Tea Development and Brand Analysis

Abstract

Since the beginning of the 20th century, the milk tea industry grew rapidly in China and has become a popular leisure activity for young people. According to the study of three chain stores in China, low-end milk tea stores are inexpensive and affordable, while mid-range milk tea stores have a wide variety and high-end milk tea stores focus on visual effects. The core competitiveness of enterprises could be the ability to continuously push new products and supply chains. Some top brands with perfect supply chain systems save transportation costs, improve efficiency to ensure brand competitiveness. Besides, product innovation and broadening sales channels are beneficial for enterprises to find growth points in homogenized markets and better attract consumers and carry forward Chinese tea and beverage culture. After analysis, the future milk tea market will implement personalized and branded development and the emergence of chain franchise-based store opening mode. While the entire industry has unlimited prospects, there will be a lot of space for development. The results indicate that the milk tea industry will continue to expand in the future, in which innovation and personalization will be necessary to stand out. The milk tea stores will probably implement more diversified cooperation models or research more distinctive products in the future.