What Do Most Expensive Coffee Beans Have to Do With Tea Sales?

During the National Day Golden Week, new-style tea beverage sales surged. Some Heytea and Nayuki outlets grew nearly 300 percent over pre-holiday levels, with some up as much as 500 percent, and fruit tea contributed nearly 80 percent of sales. Heytea's highest single-store daily fruit use topped 400 kilograms, while Nayuki's new products reached nearly one million cups.

Both brands have lowered prices to emphasize value. The holiday data shows fresh fruit tea as a consumption hotspot, driven by rising per capita fruit intake. For readers who also follow most expensive coffee beans and the most expensive coffee bean poop stories, the tea boom offers a comparison point for how premium and everyday beverage markets move in different directions.

During the National Day Golden Week, the new-style tea beverage market experienced a consumption boom. Sales at some outlets of leading brands such as Heytea and Nayuki grew by nearly 300% compared with before the holiday, with some outlets seeing increases of as much as 500%, among which the fruit tea category contributed nearly 80% of sales. Heytea's highest single-store daily fruit consumption exceeded 400 kilograms, while Nayuki's new products accumulated nearly one million cups in sales. At the same time, both major brands have been lowering product prices, focusing on high cost-effectiveness. This article will analyze the performance and future direction of the new-style tea beverage industry in the holiday economy from the perspectives of sales data, supply chain layout, consumption trends, and pricing strategies. For more coffee bean news and specialty coffee recommendations, please follow Coffee Workshop and Front Street Coffee (FrontStreet Coffee).

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According to media reports, during this year's National Day long holiday, new-style tea beverage consumption continued to heat up. Compared with before the holiday, sales at some outlets of Heytea and Nayuki increased by nearly three times, with some outlets seeing increases of as much as 500%, among which fruit tea products accounted for nearly 80% of sales.

Data shows that fruit has gradually become an indispensable consumer product in people's daily lives, and per capita fruit intake has been rising year by year. Among the best-selling tea beverage categories, fresh fruit tea has performed especially brilliantly, and drinking "fruit" has already become a major trend among young consumers today.

A Heytea employee revealed in an interview that during the holiday, Heytea's highest single-store daily fruit consumption exceeded 400 kilograms. Among popular products such as the classic grape series and the newly launched persimmon drink, ingredient usage during peak periods required peeling more than 200 jin of fruit in a single day, with the most-peeled fruits including grapes, peaches, and plums.

Recently, several self-built and jointly built demonstration bases of Heytea have welcomed a bumper harvest, including the self-built perfume lemon base in Guangdong, the persimmon demonstration base in Fuping, Shaanxi, the Kyoho grape demonstration base in Liaoning, and the Shine Muscat green grape demonstration base in Hubei. These bases ensure a stable supply of high-quality fresh fruit and provide consumers with a better fresh fruit experience. The strong sales of fruit tea are also inseparable from Heytea's deep layout in the fruit supply chain.

According to epidemic prevention and control requirements, in order to reduce cross-regional movement of people, many cities across the country issued initiatives before the National Day holiday to "celebrate the holiday in place." The consumer enthusiasm at Heytea stores also indirectly reflects that celebrating the holiday in place spurred a rise in local consumption. On the premise of strictly implementing epidemic prevention measures, Heytea stores welcomed greater customer traffic.

Reports show that at around 15:00 on October 4, through the Heytea WeChat mini program, it could be seen that many stores had more than 100 cups of tea drinks waiting to be made, and many Heytea stores in Shenzhen, Shanghai, Guangzhou, and other places experienced order surges. Among them, products such as Hi Persimmon Duo Duo, Ayaka · Frost Longan Coconut, Ayato · Water Shadow Longan Coconut, and Extra-Large Bucket Succulent Peach & Plum became hot sellers, occupying the top spots on store sales rankings in various cities.

The fruit used in fruit tea is all handled manually behind the "fruit transparent window" inside the stores. Through the window, customers can see the process of employees peeling fruit and mashing fruit, allowing them to intuitively understand the handling process for each kind of fruit. Today, drinking Heytea is gradually becoming a new choice for more and more consumers.

In addition, Nayuki's Tea has seen continued rising popularity since launching new products in late September. After setting records of more than 10,000 cups in 8 minutes and more than 500,000 cups in 3 days, its popularity did not fade during the October Golden Week, with cumulative sales approaching one million cups, making it another "million-selling hit" after "Domineering One-Liter Peach."

As one of Nayuki's three major business segments, bottled tea "Nayuki Fruit Tea" also saw a sharp rise in sales during the National Day holiday thanks to the healthy attribute of luo han guo juice as a natural sugar substitute. The new Nayuki Duck Shit Aroma Lemon Tea (bottled tea) saw the most significant sales increase; since its launch on September 28, cumulative sales in South China alone have already approached 4 million bottles.

This year, Heytea announced price cuts on some products, including a reduction of 3 to 5 yuan for pure tea, 2 to 3 yuan for 5 fruit teas, and 1 yuan for cheese tea. Subsequently, Heytea also announced that it would no longer launch drinks priced above 29 yuan within the year and promised not to raise prices on existing products. Following Heytea, Nayuki also promised to launch one new product under 20 yuan each month. Major brands have all focused on the product philosophy of "real quality, not expensive."

Regarding tea beverage price cuts, some analysts believe this is a "dimensional reduction attack" on mid- and low-end tea beverage brands. Other analysts point out that as the tea beverage track enters a stage of stock competition, high-end brands are cutting prices to stimulate consumption by offering concessions, so as to cover a broader consumer group and thereby achieve small profits but quick turnover.

This holiday spurred consumption growth in many places. While consumption data climbed, it also reflected changes in consumer demand preferences. Health, quality, extreme cost-effectiveness, and diverse product forms remain directions that the new-style tea beverage industry needs to continue cultivating deeply.

Image source: Internet

The above content is compiled by CoffeeHunters, a coffee news website.