Summary of Key Points
Recently, a number of tea brands that originated from local areas (such as Baozhu Gong and Amo Handmade from Guangxi, and Qute Shan from Guizhou) have made their way into first-tier cities like Beijing, Shanghai, Guangzhou, and Shenzhen. These brands have sparked queues among consumers due to their "local charm"—using locally sourced ingredients, artisanal techniques, and unique stories. They not only meet the demand for "taste travel" but also align with the current trend of small, enjoyable consumer spending. However, they face challenges in areas such as supply chain management and adapting flavors to different markets. Compared to the more homogeneous new Chinese-style tea drinks, these brands with a local touch have greater potential for growth due to the unique characteristics of each region.
Detailed Analysis
What exactly is "local charm"? — A combination of authentic ingredients and local stories
"Local charm" isn't just about casually adding a "hometown" label; it's about every aspect of the brand reflecting a distinct local flavor:
- Locally sourced ingredients: For example, Baozhu Gong uses traditional brown sugar pearls from Guangxi, Amo Handmade utilizes goat milk from the region, and Qute Shan offers hawthorn juice from Guizhou—these are unique ingredients that other brands find difficult to replicate.
- Artisanal techniques: The founder of Baozhu Gong hand-curls the pearls for her daughter's healthy milk tea; employees at Amo Handmade brew the drinks in an open kitchen, creating a sense of quality that stands out from mass-produced products.
- Local stories: The name Baozhu Gong comes from the idea of "a grandfather who boils pearls," and the brand is represented by an image of a bearded man. Amo Handmade emphasizes the "taste of grandmother," using traditional fabrics and aprons in their decor, and even sponsored the movie "A Letter to Grandma"—these elements give the brands a warm, personal feel, making them more like products made by a neighbor rather than cold-chain businesses.
Why do people in first-tier cities enjoy "non-local" tea drinks? — Taste travel and emotional value
The success of these local brands is no accident:
- Convenience for cultural tourism: Travelers now often include drinking local tea as part of their visits, such as trying Tangmo Chaxi in Fuzhou or Grandpa Doesn't Make Tea in Wuhan. Residents in these cities can experience the flavors of different regions without having to travel there.
- Small, enjoyable spending: During economic downturns, people still want to feel happy. A 7-yuan milk tea may seem insignificant, but a 30-yuan local tea drink offers both aesthetic appeal (perfect for sharing on social media) and a sense of comfort, giving consumers hope for better times.
- Boredom with uniformity: The tea market is highly competitive, with many brands looking similar in both appearance and taste. Local brands' unique ingredients (like mint lemon tea or Xiaogan rice wine milk tea) provide a fresh alternative.
Expanding beyond one's hometown is no easy task — Supply chain and flavor are major hurdles
Local brands face two significant challenges:
- Supply chain issues: For instance, transporting goat milk from Guangxi to Beijing or Shanghai while maintaining freshness and reducing losses is costly. Replacing it with regular milk might dilute the brand's unique character.
- Flavor adaptation: Strong local flavors may not be well-received by consumers in other regions. For example, the mint lemon tea from Henan Jiantcha includes a spice popular in that area, but it might be unappealing to people in Shenzhen. Jiantcha had to create a "special section" for this flavor and label it as having a strong aroma. Similarly, Grandpa Doesn't Make Tea initially used lotus root flour from Hubei for its milk tea, which didn't sell well; it only became popular after switching to Xiaogan rice wine.
Does "local charm" have a better chance of success than new Chinese-style tea drinks? — Differentiation is key
New Chinese-style tea drinks (with designs like imitation celadon packaging or landscape motifs) can easily become clones with a new name. However, local brands offer something unique:
- Uniqueness of regional flavors: Ingredients and cultures vary from place to place, making it hard to replicate. For example, the combination of brown sugar pearls and Guangxi's local flavors is difficult for others to mimic.
- Potential for diversity: Unlike some brands that remain focused on a single region (like Chayan Yuese in Changsha), local brands are expanding rapidly (Grandpa Doesn't Make Tea has over 2,700 stores across 31 provinces). If supply chain and flavor issues can be resolved, we could soon enjoy tea from various regions without leaving home.
How to sustain the popularity of "local charm"? — Balancing uniqueness with local appeal
Smart brands strike a balance during expansion:
- Preserving core features: For example, Baozhu Gong continues to highlight its brown sugar pearls in Beijing, while adding a touch of local culture (like mentioning the grandfather brewing tea in the city).
- Adapting to local preferences: Amo Handmade's Beijing stores use traditional Beijing packaging, and Jiantcha offers special sections for their unique flavors. This approach attracts customers and increases repeat business.
Conclusion
The rise of local tea brands reflects a shift in the tea market towards more diverse and personalized products. They meet consumers' desires for freshness and health while providing emotional value. Although there are challenges, if supply chain and flavor issues can be overcome, local charm is likely to become the mainstream in the future. After all, everyone wants to experience the flavors of distant places through a cup of tea.