Drinking fruit tea and milk tea has become fashionable. Why do young people fall in love with ＂tea+＂？

　　As long as Shao Yewen, 20, goes out shopping, she will queue up at the door of the tea shop and buy a cup of her favorite tea. She also often searches online for the strategies of ordering milk tea, and summarizes the tastes of each milk tea.
　
　　With the prevalence of "tea+"drinks, various popular milk tea shops in online celebrity emerge in an endless stream. The constantly introduced trendy products and packaging attract young people to follow the trend of consumption. Recently, a reporter from China Youth Daily and China Youth Network launched an investigation on young people’s tea consumption.
　
　　"Tea+"has become a fashion
　
　　Shao Yewen and her friends have a WeChat group. From time to time, they recommend delicious milk tea to each other and share their experiences of punching in the local online celebrity milk tea shop when traveling.
　
　　"Some people will introduce some famous milk tea live, which makes people feel that milk tea is a must-have for sweet girls and attracts consumers to punch in." Shao Yewen introduced that different tea and drink shops have different main products, some mainly focus on freshly squeezed fruit tea, while others are milk tea with various ingredients and flavors. In short, many young people think that drinking milk tea is a fashion.
　
　　Chen Han, a post-1995 student, thinks that the cups in many tea shops are beautiful, suitable for taking photos and making friends, and the clerk’s service attitude is very enthusiastic, and he will chat with customers. It is also worthwhile to queue up for a long time. "You can drink a cup of milk tea to relieve your fatigue when you are tired of study and work, and it feels good to go shopping with a cool tea cup."
　
　　"Convenience and taste are the primary considerations for young people to choose tea. Tea that improves bitter taste by adding milk, fruit and sugar is more in line with young people’s preferences. In fact, pure tea has not been very attractive to young consumers. " Xie Zhongwen, a professor at the School of Tea and Food Science and Technology of Anhui Agricultural University, introduced.
　
　　"Young people have a higher acceptance of milk tea, flavored tea and tea drinks. Young women, in particular, like all kinds of milk tea and milk-covered tea more than coffee that once represented petty bourgeoisie. However, the popular iced black tea, green tea, milk tea and other products on the market have less tea content, and the taste of tea is also modulated with additives, which can not fully play the healthy function of tea, and are drinks developed for the taste of consumers. " Xie Zhongwen said.
　
　　What do young people consume when they consume "tea+"
　
　　"Even in this circle, I have little contact with young people who really drink tea." After 90, Wang Fei University just graduated and started to start a tea business. He believes that making tea and tasting tea is a slow-paced process, which requires certain conditions and atmosphere. Many young people feel that it is not as convenient as drinking bottled water and drinks directly. Many people regard tea as a gift rather than a drink.
　
　　In the view of 27-year-old Wang Zhihao, young people like to drink carbonated drinks, sports drinks or milk tea because they represent the new trend and vitality. "It is very troublesome to make tea with cups, so it is better to drink drinks directly. But I don’t reject tea culture. There are tea culture elective courses in the school, which have a certain effect on the popularization of tea culture. Now we are slowly beginning to pay attention to health care, and perhaps tea culture will gradually enter the lives of young people. "
　
　　"There are too many kinds of tea in China, and the producing areas are widely distributed and vary greatly, so it is very difficult for young people to understand. The evaluation standard of each kind of tea is also different, so consumers’ cognition is also limited. In addition, there is a lot of publicity for tea brands, but the publicity for tea culture may not be enough. " Wang Fei said that if young people can’t understand tea culture, they will probably not be interested in tea.
　
　　The reporter from China Youth Daily and China Youth Network learned that the Industrial Economic Research Office of the National Tea Industry Technology System had investigated and concluded that the main obstacle to tea consumption of young people was the convenience defect of drinking tea, and the market potential of young tea consumption was great. But at the same time, personal factors, economic and environmental factors, cognitive factors and concepts all have great influence on the young people’s willingness to drink tea.
　
　　"Chinese is used to drinking green tea. How to develop tea products for young people on the basis of retaining the original flavor and healthy function of tea has become a difficult problem." Xie Zhongwen believes that new tea should not only inherit the traditional tea-making technology, but also improve the product quality in terms of brewing methods, safety and quality, hygiene and taste, pay more attention to the popularization of nutrition and health knowledge, and cater to new markets and new demands.
　
　　Zhang Zhengzhu, Dean of the School of Tea and Food Science and Technology of Anhui Agricultural University, has jointly developed the first domestic tea color sorter, breaking the monopoly of foreign technology. He also developed an instant tea drink that is easy to carry and brew with the specialty of western Anhui, and realized the gorgeous turn of Huangda tea from "careless" to "fashionable drink".
　
　　Jiang Xuexia, an entrepreneurial youth who runs black tea in Qimen County, Anhui Province, believes that today is an era when the Internet is highly developed and young people’s personalities are publicized. Young consumers pay more attention to spiritual fit and cultural identity while pursuing quality. While maintaining excellent quality, traditional tea should pay attention to the packaging concept and product form, so that it can meet the aesthetic standards of contemporary young people and carry forward traditional tea culture with fashionable expressions. Traditional tea industry should pay more attention to the marketing and promotion of new media.
　
　　Since her establishment, Jiang Xuexia has been exploring various possibilities of black tea products. She feels that content marketing and brand building are very important, and it is necessary to carry out industrial integration, linkage with the cultural tourism industry and cross-border cooperation.
　
　　"On the basis of traditional Qimen black tea, we launched tea products such as Qihong Zongcha, Rose Qihong, and Qihong Ginger Tea, which were promoted in combination with traditional festivals and hot topics at present. For example, the Dragon Boat Festival promotes zongcha, Chinese Valentine’s Day promotes rose black tea gift boxes, and the winter solstice promotes ginger tea. When the glutinous rice tea was first launched, the monthly sales volume reached 150,000 pieces. " Jiang Xuexia introduced that she also created a "black tea sister" IP to make traditional black tea more vivid and interesting, and to attract more young fans’ attention with novel cultural and creative products.
　
　　"Young people are spending ‘ Tea +’ When the product is produced, it is not just a drink. " Jiang Xuexia has successively cooperated with some online reading platforms and other content production platforms, and regularly held reading meetings, dating parties, seminars and other activities in physical stores to promote "tea+"products online and offline, so that high-quality black tea can go directly from tea gardens to young consumers, and young people can experience some social scenes and derivative services. The ultimate goal is to let young people slowly accept traditional tea.
　
　　“‘ Tea +’ The product has a novel packaging design, and young consumers care about the value of the product. Young people pursue fashion, and a dynamic and innovative design language is also essential. " Jiang Xuexia believes that it is very important for tea enterprises to develop the consumption market for young people and develop specific consumer products for young people. On the other hand, it is also necessary to provide young people with consumption places so that they can enjoy the consumption process.
　
　　"Most young people don’t understand tea, so it is impossible to ask them to soak slowly. The pace of their work and life is getting faster and faster, and tea products should also develop towards fast, convenient and fashionable, which is also a development direction of my entrepreneurship. " Wen Liang, the chairman of Anhui Baoer Zhongxiu Tea Co., Ltd., thinks that tea enterprises should "wake up", jump out of the regional famous tea strategy, make a fuss about scientific and technological innovation, and develop some instant tea, tea drinks, daily necessities and tea brewing machines to seize the young people’s market.
　
　　"The three indicators that young people are most concerned about when consuming tea are taste, nutritional value and price." After studying tea for more than ten years, Xie Zhongwen knows that the health function of tea is based on chemical composition. If young people want to accept traditional tea, they should also give popular health science guidance to young consumers, instead of simply throwing them professional terms to measure tea quality.
　
　　"Many young people don’t like drinking tea, and they don’t pay enough attention to and understand tea, so their desire for consumption is not enough. At present, there are many ‘ Tea +’ Products, let tea ‘ Quick elimination ’ . But despite this, the influence of tea in young people is still very small. " Xia Tao, president of Anhui Agricultural University, believes that it is necessary to transform the huge output and capacity into marketable products, organically link the traditional production mode with the modern tea industry, cater to and meet the consumption tastes of young people, and make young people fall in love with tea and tea culture. (China Youth Daily China Youth Network reporter Wang Haihan Chloe Wang)