来源:巨量引擎城市研究院(ID:insight_cityocean)
近几年,茶饮市场不断发展变化,从传统茶饮到新式茶饮,品类丰富多元,水果茶、奶盖茶、气泡茶、冷泡茶等多样化品类层出不穷,这为消费者提供了多样选择,同时也促进了茶饮市场的发展。随着移动互联网的高速发展,众多茶饮品牌开始在线上经营品牌及获得生意,与此同时,消费者也习惯于通过便捷化的线上渠道满足消费需求。
根据中国连锁经营协会数据,我国新茶饮市场规模从 2017 年的 422 亿增长至 2021 年的 1003 亿元,年复合增长率在 20% 以上。2020-2022 年市场规模增速受到疫情影响波动下滑,报告中估测 2023 年新茶饮市场规模预计达到 1450 亿元。
巨量引擎城市研究院联合抖音生活服务发布《2023 抖音新茶饮赛道专题报告》,洞察新茶饮市场的消费者需求。基于消费者需求的不断变化,新茶饮品牌也不断推陈出新,使得线上内容更加丰富多元。同时,各茶饮商家也在抖音展开经营,抖音平台成为下单茶饮的重要平台。
以下为报告全文:
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