Core Insights - The new tea beverage market in China is experiencing significant growth, with the market size expected to exceed 200 billion yuan this year [3] - The rise of new tea drinks reflects changing consumer preferences towards personalized, diverse, and high-quality products [4] Group 1: Market Trends - The new tea beverage consumption market is projected to surpass 200 billion yuan in 2023, indicating a robust expansion [3] - Consumers are increasingly seeking interactive and participatory experiences in their beverage choices, moving beyond passive consumption [5] - Health-conscious trends are influencing tea beverage ingredients, with a variety of vegetables and fruits being incorporated into drinks [6] Group 2: Cultural Integration - Cultural elements are becoming integral to tea beverage consumption, with brands collaborating with art and culture to enhance consumer engagement [8] - The integration of cultural themes into product offerings is transforming tea drinks into vehicles for cultural expression [8] Group 3: Agricultural Impact - The new tea beverage sector is driving sales of agricultural products, benefiting farmers significantly; for instance, the price of yellow skin fruit has increased by 60% due to demand from tea companies [9] - Collaborations between tea companies and farmers are enhancing agricultural practices and increasing farmers' incomes, with some farmers reporting an average income increase of 8,000 yuan per acre [10] - The new tea beverage market is facilitating the promotion of local agricultural specialties, helping them gain wider recognition [11] Group 4: Product Innovation - The tea industry is diversifying its product offerings beyond traditional beverages, with innovations such as tea-flavored ice cream and snacks gaining popularity [12][14] - The development of deep processing techniques for tea is expanding its application across various sectors, including food and cosmetics [14]

Group 1: Core Insights - The article discusses the implementation plan for promoting agricultural product consumption, emphasizing the need to optimize supply, innovate circulation, and activate market demand to enhance diverse and quality consumption potential [1] - The rise of personalized, diversified, and quality consumption trends in agricultural products is highlighted, with new scenarios, models, and channels becoming significant growth points [1] Group 2: New Tea Beverage Market - The new tea beverage market in China is rapidly expanding, with the market size expected to exceed 200 billion yuan this year [3] - The consumption of new tea beverages reflects changing consumer preferences, with a focus on health, participation, and cultural elements [4][6][7] Group 3: Agricultural Product Integration - New tea beverage companies are integrating various agricultural products, leading to increased sales and income for farmers, such as the significant rise in the price of yellow skin fruit by 60% [8][9] - The collaboration between tea beverage companies and farmers has resulted in improved agricultural practices and product quality, benefiting local economies [10][12] Group 4: Transformation of Traditional Tea Industry - Traditional tea companies are transforming by diversifying their product offerings, such as introducing matcha-based products, which have seen substantial market success [11] - The development of high-quality tea products is driven by consumer demand for premium ingredients and innovative applications, expanding the tea industry's market boundaries [13][14]

Core Insights - The new tea beverage market in China is experiencing significant growth, with the market size expected to exceed 200 billion yuan this year [4] Group 1: Market Trends - The new tea beverage consumption reflects a shift towards personalized, diverse, and high-quality consumption, with new scenarios, models, and channels becoming key growth points [2][5] - Consumers are increasingly seeking interactive and participatory experiences in their beverage choices, moving beyond passive consumption [6] Group 2: Health and Ingredients - To cater to health-conscious consumers, tea shops are incorporating a wider range of ingredients, including vegetables and medicinal herbs, into their beverages [7] Group 3: Cultural Integration - Cultural elements are becoming integral to tea consumption, with brands collaborating with art and culture to enhance the consumer experience [9] Group 4: Agricultural Impact - The rise of new tea beverages is driving sales of agricultural products, benefiting farmers significantly; for instance, the price of yellow skin fruit has increased by 60% due to demand from tea companies [10] - New tea beverage companies are also enhancing the quality of agricultural products through training and support, leading to improved yields and reduced chemical usage [12][14] Group 5: Product Innovation - The tea industry is diversifying its product offerings beyond traditional beverages, with innovations such as tea-flavored snacks and health products emerging [15]

Core Insights - The article discusses the implementation plan for promoting agricultural product consumption, emphasizing the need to optimize supply, innovate distribution, and activate market demand to enhance diverse and quality consumption potential [1] Agricultural Product Consumption - The plan aims to lead the upgrade of supply-demand structure in agricultural products by focusing on market demand and adapting to new consumption trends [1] - The new consumption trends reflect a shift towards personalized, diversified, and quality-oriented consumption, with new scenarios, models, and channels becoming significant growth points for agricultural products [1] New Tea Beverage Market - The new tea beverage market in China is expected to exceed 200 billion yuan this year, indicating a significant expansion in consumer interest and market size [3] - The new tea beverage consumption reflects changing consumer preferences, with a focus on health, interaction, and cultural elements [4][6][7] Impact on Agricultural Producers - The rise of new tea beverages has positively impacted agricultural producers, with specific examples such as the price increase of yellow skin fruit by 60% and significant income growth for farmers [9][10] - Collaboration between tea beverage companies and farmers has led to improved sales and quality of agricultural products, benefiting local economies [10][11] Innovations in Tea Production - Traditional tea enterprises are transforming by diversifying their product offerings, such as introducing matcha-based products, which have higher added value compared to traditional tea [12][13] - The development of new processing techniques and supply chain innovations is enhancing the quality and marketability of agricultural products, leading to increased farmer incomes [12][13]

Group 1: Agricultural Product Consumption Promotion - The implementation plan for promoting agricultural product consumption has been released by ten departments, focusing on optimizing supply, innovating circulation, and activating market potential to enhance diverse and quality consumption [1] - The new consumption trends in agricultural products are driven by personalized, diversified, and quality-oriented demands, with new scenarios, models, and channels becoming significant growth points [1] Group 2: New Tea Beverage Market Growth - The new tea beverage market in China is expected to exceed 200 billion yuan this year, indicating a significant expansion in consumer demand [3] - The new tea drinking methods reflect changing consumer preferences and are linked to the promotion of agricultural product consumption [4] Group 3: Consumer Engagement and Health Trends - Consumers are increasingly seeking interactive and participatory experiences in beverage consumption, moving beyond passive consumption to active engagement [5] - Health-conscious trends are leading to the incorporation of various vegetables and fruits into tea beverages, providing consumers with more choices [6] Group 4: Cultural Integration in Tea Consumption - Cultural elements are becoming integral to tea consumption, with brands innovating by collaborating with art and cultural themes to enhance consumer engagement [7] Group 5: Impact on Agricultural Producers - The rise of new tea beverages has positively impacted agricultural producers, with specific examples like the yellow skin fruit seeing a price increase of 60% and farmers benefiting from better sales channels [9][10] - Collaborations between tea companies and farmers have led to significant income increases for producers, with some farmers reporting an average income boost of 8,000 yuan per acre [9] Group 6: Quality Improvement in Agricultural Products - The new tea beverage market is driving improvements in agricultural product quality, with initiatives to enhance farming practices and reduce chemical usage [11] - The transformation of traditional tea industries is expanding the consumption boundaries of tea, with new products like matcha ice cream and matcha desserts gaining popularity [12][13]

Group 1: Event Overview - The fifth China International Consumer Products Expo (CICPE) opened on April 13, attracting over 4,100 brands from 71 countries and regions, including 65 Fortune 500 companies, marking a new record in scale [1] - The theme of this year's expo is "Sharing Open Opportunities, Creating a Better Life" [1] Group 2: Industry Trends - The tea beverage industry has seen a surge in interest in "super plant tea," particularly kale, with over 30 new products launched this year containing kale [1] - The domestic market share of kale has increased dramatically from 5% to 55% due to rising demand [1] Group 3: Company Highlights - Heytea - Heytea's "Super Plant Tea" series, launched in July last year, sold over 3.5 million cups in its first month and has reached cumulative sales of over 37 million cups by the end of December 2024 [2] - Heytea is exploring an order agriculture model with two upstream bases to enhance quality control and reduce food safety risks, establishing over 10,000 acres of cooperative orchards across China [2] Group 4: Company Highlights - Naixue - Naixue, known as the "first stock of new tea drinks" in Hong Kong, showcased its signature "Baqi Fresh Fruit Tea" series and has nearly 2,000 stores globally with over 100 million members [2] - Since its establishment in 2015, Naixue has collaborated with various well-known international IPs, launching 14 co-branded projects and over 50 products in 2024 alone, with the Harry Potter collaboration selling 400,000 units on the first day [2]

Core Viewpoint - The fifth China International Consumer Products Expo showcases the innovative efforts of Heytea in the new tea beverage industry, highlighting its commitment to quality raw materials and supply chain management [1][2]. Group 1: Product Innovation - Heytea presents 12 types of tea, including its self-developed green tea "Green Beauty," and emphasizes the supply chain stories behind popular products like "Cool Blackberry Mulberry" and "Kale Slimming Bottle" [1]. - The company introduces a unique matcha sourced from high-altitude tea gardens in Wuyi, Zhejiang, which undergoes a 24-hour grinding process to achieve a fineness of 1000 mesh, leading to innovative products like "Triple Thick Matcha" [1]. Group 2: Raw Material Quality Enhancement - Heytea has pioneered the introduction of mulberries in its fruit tea "Cool Blackberry Mulberry" and kale as a popular ingredient in the tea beverage sector [2]. - The company showcases its source-certified milk, "Yuanmu 3.8 Milk," which is the first in the new tea beverage industry to receive certification for being free from antibiotics and hormones [2]. Group 3: Supply Chain Management - Heytea engages in order agriculture collaborations starting in 2024, focusing on managing the cultivation process in Shantou and Hainan to enhance fruit quality and reduce food safety risks [2]. - The company has established over 10,000 acres of order agriculture cooperative orchards across major fruit-producing regions in China, demonstrating its commitment to quality management and farmer empowerment [2].