劉小姐在北京，在休息時間用手機下了兩份訂單，一份給自己，另一份給遠(yuǎn)在2200公里外廣州的朋友。
Liu Lijia takes a break from her computer screen in Beijing and places two orders on her mobile phone, one for herself and another for a friend in the southern city of Guangzhou some 2,200 km away.
沒過多久，兩座城市的實體連鎖店就接到了訂單——兩款水果奶酪茶飲。兩人喝著茶飲料，在社交媒體上發(fā)布快照，展示她們的云端“茶話會”。
Before long, brick-and-mortar chain stores in the two cities have the orders delivered -- two tea drinks blended with fruits and cheese. Taking sips of the tea-based beverages, the pair post snapshots on social media to show their visual "tea party."
“雖然我們在不同的地方，但我們可以共享同一杯下午茶，”劉小姐說。
"Although we are apart from each other, we can share the same afternoon tea," said Liu.
近年來，中國出現(xiàn)了一種“新茶飲”的熱潮，將茶葉、新鮮水果和蔬菜結(jié)合在一起，有時還加入乳制品或果汁，尤其受到年輕人的追捧。
In recent years, China has seen a boom in "new tea beverages" that combine brewed tea, fresh fruits and vegetables, sometimes laced with dairy products or juice, which are particularly sought-after among young people like Liu.
天然性成分、漂亮的設(shè)計和數(shù)字化服務(wù)，迎合了年輕消費者的消費習(xí)慣和審美，這一群體追求新奇，購買力較強，觀察人士認(rèn)為這是一個新的消費市場。
With natural ingredients, fancy designs and digital services, such drinks cater to the spending habits and aesthetics of young consumers, a group that seeks novelty and has relatively strong buying power, and which observers believe reflects a new consumer market.
中國連鎖經(jīng)營協(xié)會統(tǒng)計報告顯示，截至2020年底，全國約有37.8萬家茶飲連鎖店，不僅在北京、廣州等大城市，在二三線城市也有分布。
A statistical report by the China Chain Store & Franchise Association (CCFA) shows that there were about 378,000 chain stores selling tea-based drinks across the country by the end of 2020, not only in metropolises like Beijing and Guangzhou, but also in second- and third-tiered cities.
6月，總部位于廣東的飲料連鎖品牌“喜茶”推出了一款新產(chǎn)品，該產(chǎn)品的靈感來自于一部紅極一時的電視劇《夢華錄》，并以此命名。該飲品火爆賣出，創(chuàng)下全國單日銷量30萬杯的紀(jì)錄。
In June, HEYTEA, a popular beverage chain headquartered in Guangdong, launched a new product that was inspired by and named after "A Dream of Splendor," a smash hit TV drama. The drink flied off the shelves and set a record sales volume of 300,000 cups nationwide in a single day.
據(jù)“喜茶”一位負(fù)責(zé)人介紹，新式茶飲作為輕量化商品，有助于滿足年輕人放松和社交的需求，甚至成為社交生活的載體。
As lightweight commodities, new tea drinks help meet young people's desire for relaxation and social sharing, and have even become a vehicle for social life, according to a manager of HEYTEA.
現(xiàn)在，當(dāng)推出一款新口味的飲品時，成群結(jié)隊的年輕人會在飲品店門前排隊或涌入在線外賣平臺，期待一杯現(xiàn)做的飲品，然后迫不及待地發(fā)到社交媒體上，就像劉小姐和她的朋友一樣。
Now, when a new flavor of drink is launched, hordes of young people would line up in front of beverage retailers or flock to online takeaway platforms looking forward to a freshly made cup and then cannot wait to post it on social media, just like Liu and her friend.
劉小姐說，“人們說每天一杯茶飲料可以消除疲勞，我很同意這一說法?！?/p>
"People say that a cup of tea beverage a day keeps tiredness away, and I do agree with that," Liu said.
據(jù)艾媒咨詢數(shù)據(jù)顯示，2021年中國茶類飲品市場規(guī)模超過2790億元(約390億美元)，預(yù)計到2025年將達到3750億元左右。
According to data from iMedia Research, the market scale of China's tea-based drinks exceeded 279 billion yuan (39 billion U.S. dollars) in 2021 and is estimated to reach about 375 billion yuan by 2025.
中國連鎖經(jīng)營協(xié)會將飲料行業(yè)的興起歸因于消費升級。數(shù)據(jù)顯示，中國擁有4億多中等收入群體，而且這一規(guī)模有望繼續(xù)擴大。
The CCFA attributed the boom of the beverage industry to a consumption upgrading. Statistics show that China has a middle-income group of more than 400 million and the size is expected to continue expanding.
手打檸檬茶品牌創(chuàng)始人王敬源說:“以前流行的飲品，比如奶茶，都是用茶粉和奶精沖泡的。隨著生活水平的提高，消費者對食品和飲品的要求也越來越高?！?/p>
"Previous popular beverages like milk tea used to be brewed with tea powder and creamer. With higher living standards, customers are now demanding higher-quality food and drinks," said Wang Jingyuan, founder of LINLEE, a brand that focuses on novel tea-based lemon drink.
進入這個巨大的市場，茶飲料連鎖店為了滿足低糖飲食的需求，使用天然甜味劑等健康成分代替糖漿，糖漿是過去常用的人造糖替代品。同時，周邊產(chǎn)品也紛紛上架，豐富消費體驗。
Tapping into the huge market, tea-based beverage chains have responded to the demand for low-sugar diets, using health-oriented ingredients such as natural sweeteners in place of syrup, an artificial sugar substitute that was commonly used in the past. Meanwhile, peripheral products have also been put onto the shelves to enrich the consumption experience.
據(jù)中國連鎖經(jīng)營協(xié)會的工作人員介紹，茶類飲品的流行重新點燃了人們對茶的普遍興趣，并幫助推動了中國茶文化在年輕一代中的回歸。
According to Sun Gonghe, an official with the CCFA, the fashion for tea-based beverages has re-ignited people's interest in tea drinking generally and helped drive home the Chinese tea culture among the young generation.
最近一份關(guān)于茶飲料的報告預(yù)測，到2025年，全球茶飲料行業(yè)總規(guī)模將達到3185億美元。
A recent report on tea beverages predicts that by 2025, the total scale of the tea beverage industry around the world will reach 318.5 billion U.S. dollars.
盡管越來越多的中國茶飲連鎖店將目光投向海外市場，但專家警告稱，茶飲出口在食品安全和行業(yè)標(biāo)準(zhǔn)方面存在潛在問題。
While more and more China's tea-based beverage chains are eyeing-up overseas market, experts have cautioned against potential problems with food safety and industrial standards.
來源：中國茶葉流通協(xié)會
如涉及版權(quán)問題請聯(lián)系刪除
暫無評論