弹性的茶叶零售(二)

作者：Dan Bolton

翻译：于英杰

包装茶叶商品零售情况

大众市场上的研磨咖啡平均售价为6.79美元，单杯平均售价为10.23美元。2021年，茶叶在美国杂货店和大众市场商店的每存货单位收入低至3.50美元，主要是因为杂货商持续压低价格。在商场的顶层货架上可以买到价格更高、利润更高、具有健康功效和生态可持续的茶，但在包括克罗格和沃尔玛在内的美国最大超市中，茶被视为亏损最严重的品类。尽管如此，仍有证据表明，消费者的饮茶偏好正在发生变化。沃尔玛在2021年宣布，其自有品牌 Great Value Tea 现在已100%获得雨林联盟认证并可持续采购。

Packaged Goods Retail

Ground coffee in mass-market sells for an average of $6.79 and single-cup averages $10.23 per unit (SKU). Tea earned a dismal $3.50 per unit (SKU) in US grocery and mass-market outlets in 2021, mainly because grocers continue to aggressively drive down prices. Higher priced and higher margin teas with health and sustainability claims are available on the top shelf but the tea category is seen as a very effective loss-leader at the largest US outlets, including Kroger and Wal-Mart. Still, there is evidence of changing consumer preferences. Wal-Mart announced in 2021 that its private-label Great Value Tea is now 100% Rainforest Alliance certified and sustainably sourced.

联合利华茶叶板块的出售（立顿-百事可乐合作保留的品牌除外）将使ekaterra茶叶成为市场上的销售领导者。今年1月，曾在 Whittard of Chelsea和Costa咖啡担任采购员的Kate Palmer被任命为ekaterra茶叶的美国茶叶采购主管，这是一个新设立的职位。欧瑞信息咨询公司写到，“期待ekaterra为茶叶行业注入新的活力”。

The sale of Unilever’s tea portfolio (except for brands retained by the Lipton-PepsiCo partnership) will make ekaterra tea the sales leader in the market. In January, Kate Palmer, a former buyer at Whittard of Chelsea and later Costa Coffee, was named ekaterra’s Head of America’s Tea Procurement, a newly created position. Look for ekaterra “to breath new life into the tea business,” writes Euromonitor.

根据欧瑞信息咨询公司的数据，欧洲西部的茶叶市场价值63亿美元，主要增长在高端品类。花草和水果茶的增长速度更快，达到6%的增长率。在美国和欧洲以外的地区，几十年来茶叶的消费量首次超过供应量。

Western Europe’s tea market is valued at $6.3 billion, according to Euromonitor, with primary growth in premium categories. Herbal and fruit blends are growing even faster at 6%. Outside the US and Europe consumption of tea, for the first time in decades, is outstripping supply globally.

2021年最具弹性的茶叶类别是冷藏茶（康普茶除外），其销售额增长7.5%，单位售价增长5.5%。康普茶销量持平，但单位售价下降1.7%。

The most resilient category in 2021 was refrigerated teas, where sales increased 7.5%, with unit sales rising by 5.5%. Sales of kombucha were flat, and unit sales were down 1.7%.*

HTeaO是位于阿马里洛（西德克萨斯）得来速餐厅的冰茶品牌，利用户内饮茶的便利性，推动了冷藏茶的销售。成立于2009年的特许经营连锁店在疫情期间仍迅速扩张。“我们有32家商店开业，37家处于建设阶段，还有150家正在开发中，”HTeaO 总裁兼首席执行官 Justin Howe 告诉《德克萨斯月刊》。

HTeaO, an iced tea drive-thru in Amarillo (West Texas), combines drink-at-home convenience and value that drive sales of refrigerated teas. The franchise chain, founded in 2009, has expanded rapidly despite the pandemic. “We’ve got thirty-two stores open, thirty-seven in some phase of construction, and another one hundred and fifty in development,” founder Justin Howe, President & CEO for HTeaO, told Texas Monthly.

HTeaO 类似于一个便利站，有26种新鲜酿造的甜味冰茶和不加糖的冰茶与水果混合。有一个有趣的地方，顾客可以通过分享“欢乐时光”来获得积分和免费茶水，从而吸引大批顾客。在这些商店里找不到12盎司的杯子。最低是24盎司，最高是44盎司，在杯中加入菠萝或樱桃，或者选择合作商最喜欢的51盎司（1.5升）桃姜或甜蓝莓绿冰茶。购买3.50美元的大酒杯或支付19.99美元购买4加仑饮料。货架上摆满了健康的零食和全系列的YETI商品。

HTeaO resembles a convenience stop with 26 fresh brewed sweet and unsweetened iced tea flavors mixed, garnished, or blended with cut fruit. It’s a fun place to hang out with “happy hours” that draw crowds of patrons rewarded with loyalty points and complimentary tea. Twelve-ounce cups are nowhere to be found in these shops. Start with 24 ounces, top off a 44-ounce cup with pineapple or cherries or choose the contractor’s favorite 51-ounce (1.5-liter) Peach-ginger or Sweet blueberry green iced tea. Buy a $3.50 tankard or pay $19.99 for four gallons to take away. Shelves are stocked with healthy snack options and a full line of YETI merchandise.

重塑茶叶零售

品牌忠诚度拯救了小众茶叶卖家。因为消费形式转为线上，基于购物中心的茶连锁店因为缺少客户而面临窘境。

以下是蓬勃发展的零售商具有的共同点：

1. 他们有全渠道，而且参与度很高。

2. 它们有成熟的线上和线下平台。

3. 他们将自己定位为饮料专家，而不是茶叶供应商，经常推销健康饮品和植物饮料。

Reinventing Tea Retail

Steadfast brand loyalty rescued niche sellers even as the pivot to online and direct-to-customer transactions nailed the coffin on mall-based tea chains.

Here is what thriving retailers have in common.

· They are omnichannel with high levels of engagement.

· They are experiential in both the virtual and physical worlds.

· They market themselves as beverage specialists, not wall-of-tea vendors, often promoting health and wellness drinks and botanical blends.

三年的新冠肺炎疫情已经改变了实体餐厅和咖啡馆的茶饮消费方式，最初是强化了对舒适和温暖的饮茶环境的期望，但逐渐演变为永久性地破坏了在户外就餐的情况。食品领域的茶叶销售额目前占全球茶叶行业销售额不到20%。从近几年情况来看（从2019年开始），全球茶叶需求量首次超过供应量，早期迹象表明茶叶价格将上涨。

Three years of COVID has reset tea consumption at brick and mortar restaurants and cafés, initially reinforcing traditional expectations of comfort and warmth but evolving to disrupt sit-down dining out-of-home permanently. Sales of tea in food service now account for less than 20% of global tea industry sales. For the first time in decades (beginning in 2019), demand globally is outstripping supply, early indication prices will increase.

茶叶在很大程度上错过了餐厅食品配送、路边服务和外卖的快速发展时期。城市中心办公区域的饮料服务、中转站的销售和市中心的摊位仍低于疫情前的水平。旅游景点的下午茶、体育场馆提供冰茶的零售供应商，以及出售茶和果汁的食品卡车，因为饮茶者都在家中饮茶和在线消费，大量顾客流失。座位少、财力有限的独立经营的茶室关闭、易主或转至线上。消费者更多的在家中喝茶，随着食品通胀上升和菜单价格提高，很明显，2022年茶叶零售不会回到过去熟悉的模式。

Tea largely missed out on the rapid growth of restaurant-quality food delivery, curbside service, and take-out. Beverage service in downtown offices, sales at transit terminals, and inner-city stands remain below pre-pandemic levels. Retail vendors offering afternoon tea at tourist locations, iced tea at sports venues, and food trucks selling teas and juice lost sales to homebound tea drinkers purchasing online or near-to-home suburban locations. 

Independently operated tearooms with few seats and limited financial resources closed, changed owners, or pivoted online. Tea is consumed more frequently at home, and with food inflation rising and costs driving up menu prices, it is clear that in 2022 tea retail will not return to the familiar patterns of yesteryear.

餐饮服务业的剧变是可控的。在新冠疫情肺炎疫情较为严重的印度，户外茶叶销量已经超过疫情前的销量。

The upheaval in food service is manageable. Out-of-home tea sales in COVID-ravaged India already exceed pre-pandemic totals.

餐厅整合正在进行中，投资者预计到2023年将恢复到疫情前的情况。茶室、茶馆和茶吧应该在此时此地专注于提高效率，当务之急是以可持续的速度恢复增长。生存下来的零售商将看到更大的需求、更好的价格和更少的竞争对手。

Restaurant consolidation is underway, with investors anticipating a return to pre-pandemic spending by 2023. Tea rooms, tea cafes, and tea bars should focus on efficiencies here and now. The immediate priority is to recuperate and resume growth at a sustainable pace. Retailers that survive will see greater demand, better prices, and fewer competitors.

本文章刊于2022年3月第481期《茶世界》杂志

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