Introduction:The number of coffee shops in Shanghai has surpassed 7,494, officially overtaking New York to become the highest in the world, indicating that specialty coffee is gradually penetrating urban life. However, the number of tea beverage outlets is even higher, reaching 9,056, showing that milk tea culture is also deeply rooted in people’s hearts. This article will analyze how new-style tea beverages have evolved from cheap powdered mixes into symbols of quality, as well as how the successful operational strategies of tea beverage brands can serve as references for the specialty coffee market, especially the pour over segment.
Shanghai is not only the economic hub of China but also an important node in the global coffee landscape. The latest statistics show that the city has 7,494 coffee shops, surpassing New York in the United States to become the city with the highest density of coffee shops in the world. At the same time, specialty coffee such as pour over is gradually entering the public eye, though its popularity still has room to grow.
Interestingly, according to public data, Shanghai has a total of 9,056 tea beverage outlets, significantly more than coffee shops. This indicates that even in cities where coffee culture is rapidly developing, drinks like milk tea still have a huge consumer base and strong growth momentum.
Chinese tea culture has a long history, and the habit of drinking tea is deeply ingrained in people's minds, especially among the older generation who commonly enjoy tea after meals. Younger people, on the other hand, prefer milk tea, to the extent that there's even a humorous saying—"milk tea keeps me alive"—which has sparked widespread discussion on social media, showcasing its cultural penetration.
Looking back ten years ago, most milk teas on the market were made with artificial sweeteners and instant powder, sold at low prices—around just 3 RMB per cup. It wasn’t until the rise of brands like HEYTEA that the transformation of new-style tea beverages began, emphasizing the use of fresh fruit, freshly brewed tea leaves, and fresh milk, significantly enhancing the health image and overall flavor of the drinks.
Although the average price of new-style tea beverages is nearly ten times higher than that of traditional milk tea, consumers are still willing to pay for better ingredients and taste, showing that the market's demand for quality is gradually increasing. Especially with economic development and enhanced consumer purchasing power, tea beverage brands have expanded rapidly.
Notably, in the early days, the tea beverage market had low entry barriers, leading to a proliferation of brands and serious product homogenization. However, brands like Cha Yan Yue Se (Colorful Tea) successfully created a differentiated image through unique traditional Chinese design, creative cup shapes, and poetic product naming, attracting a large number of young consumers to visit, take photos, and share their experiences, further boosting brand awareness and customer loyalty.
In addition, well-known brands like HEYTEA and Nayuki’s Tea have also actively engaged in cross-brand collaborations with major companies, launching limited-time special blends, and selling bottled products through e-commerce platforms, allowing consumers to easily enjoy them at home, thereby further solidifying their brand position and market share.
The successful strategies of tea beverage brands hold particular inspiration for the specialty coffee market. Currently, many consumers are still unfamiliar with pour over coffee and specialty coffee culture, with most impressions still stuck at the instant coffee stage. Therefore, if coffee brands wish to deepen their presence in the market, they should learn from tea beverage brands’ experience in cultural communication, product quality, and consumer insight.
Taking pour over coffee as an example, in addition to the selection and roast level of coffee beans,key parameters for extracting the ideal flavor include maintaining water temperature between 90-96°C, with a recommended coffee-to-water ratio of 1:15 to 1:17. Pouring speed and technique also significantly affect the final taste.These details are often overlooked by consumers when they first try pour over, and they represent areas where brands can further educate the market.
In summary, the competition and coexistence of the coffee and tea beverage markets in Shanghai reveal the diversity and depth of beverage consumption. Whether it’s coffee or tea, only by deeply understanding consumer needs, strengthening brand culture, and enhancing product experience can one stand out in a fiercely competitive market. Specialty coffee, especially pour over, still holds vast untapped potential for development.
The above content is compiled by CoffeeHunters, a coffee news website.
