奶茶市场浅析（Market analysis of milk tea）.docVIP

奶茶市场浅析（Market analysis of milk tea） First, the status quo analysis: Solid state brewed milk tea is a new snack food category, which was first produced from Taiwan flavor tea shop, and now it is soaked with milk tea. Xiangpiaopiao first launched in the domestic cup of brewed tea, make this product truly become a go on the shelves of goods. Then the king of Guangdong, Zhejiang Xizhilang jelly melon big king and Hebei fruit milk king xiaoyangren follow up, launched baby milk tea, tea and tea wonderful about. Then all the manufacturers of the product upgrade, as main materials with tapioca pearl replace coconut granule launched pearl milk tea, pearl milk tea and formed two series of coconut milk tea. 09 years, Fujian crayon new small introduced a differentiated series of grain milk tea. However, from the supermarket shelves and display the consumption level, the tea category is still in a growth stage, this category is a narrow category, the category has not yet been fully fission, market competition only in the channel, the price competition is the primary state. At present, milk tea can not become instant noodles, potato chips, biscuits and other snack foods tied into a large snack food category. I think there are still some problems in the milk tea market: 1, competition is too concentrated, product differentiation is limited. At present, the overall situation of cup milk tea is too concentrated competition, basically in the big brands, from the channel to the terminal segmentation market, small brands rely on price advantage to fill the circulation market. But in the category of vertical and horizontal development and expansion, did not show unusually intense. Such as tea cup of brewed coffee can develop horizontal cup brewing, fruit milk (milk + fruit powder), with longitudinal milk powder as the foundation, the development of different packaging of tea, tea, tea and other seasonings and candy. The whole category of tea is like the previous small bread, yogurt, swi