茶饮店为何跨界卖零食

Core Insights - The rise of snack sales in tea shops, exemplified by a bread crumb product priced at 2.5 yuan that achieved over 100 million yuan in sales within a year, highlights a significant trend in the tea beverage industry [1] Group 1: Market Dynamics - The overlap in consumer demographics, particularly among the 18 to 35 age group, drives the integration of snacks into tea shop offerings, as these consumers view tea as a premium treat and are willing to spend on snacks [2] - The trend of tea shops diversifying into snacks is a strategic move to boost sales and market share, with brands like Heytea and Mixue Ice City entering the "tea+" segment [1][2] Group 2: Brand and Consumer Engagement - The brand effect creates a sense of identity and loyalty among consumers, with local tea brands attracting dedicated followings and turning snacks into trendy items for social sharing [3] - Unique packaging, affordable pricing, and diverse options make snacks from tea brands appealing, transforming them into popular gifts among young consumers [3] Group 3: Regional Influence - Many tea brands incorporate local flavors and ingredients into their products, enhancing cultural representation and market appeal, as seen with regional specialties like sweet fermented milk in Gansu and barley egg crisp in Tibet [4] - The challenge for tea brands lies in effectively leveraging brand recognition and regional flavors to create memorable taste experiences that encourage repeat purchases in the "tea+" market [4]