新消费时代新式茶饮供应链发展路径探析

Exploring the Development Path of New Style Tea Drink Supply Chain in the

点一杯新式茶饮,现下已成为许多年轻人最为常见的悦己消费之一。而新式茶饮市场在享受新消费时代红利的同时,也在面临巨大的挑战,研究该背景下新式茶饮供应链发展对于扩大品牌优势与规模优势具有重要意义。本文从论述新式茶饮消费呈现的特征入手,归纳分析了新式茶饮供应链模式并指出高品质健康化发展难落实、品牌与供应商关系难处理、流量造势营销效果难确保“三难”问题。最后,提出通过加强大数据算法、达成全渠道合作、开展多维度尝新等措施推动新式茶饮供应链可持续、高质量发展的策略。

Ordering a cup of new-style tea drinks has now become one of the most common pleasures for many young people.While enjoying the dividends of the new consumer era,the new tea drink market is also facing great challenges,and it is important to study the development of the new tea drink supply chain in this context in order to expand the brand advantage and scale advantage.In this paper,we start from discussing the characteristics of new-style tea consumption,summarize and analyze the supply chain model of new-style tea,and point out that it is difficult to implement the development of high quality and health,deal with the relationship between brands and suppliers and ensure the effect of traffic campaign marketing"three difficult"problems.Finally,it puts forward the strategy of promoting the sustainable and high-quality development of the new-style tea supply chain by strengthening the big data algorithm,reaching the omnichannel cooperation,and carrying out multi-dimensional tasting and other measures.