On the day of Double 11, Malaysia's Chinese milk tea shop exploded.
28 stores, selling more than 30,000 cups a day, the average daily turnover exceeded 25,000.
In 2019, Bawang Chaji, who has just gained a foothold in Yunnan, opened its first store in Malaysia, and has developed into 28 stores in the local area, and began to extend to Neighboring countries such as Singapore and Thailand.
Under the influence of the epidemic, how has the new tea drink developed this year? Are there any chances?
Sell milk tea in Southeast Asia
The highest turnover in a single day exceeded 35,000
"Each store is surrounded by forty or fifty takeaway motorcycles, no discounts, no dine-in, relying on takeaway, 28 stores sold 30,000 cups, with an average daily turnover of 25,000, and the highest store sold 35,000 a day."
This is the sales performance of Bawang Chaji on the day of "Double 11" in Malaysia. "The locals' enthusiasm for Chinese milk tea is too high." The head of the overseas head of Bawang Chaji said.
"Going to sea plan", the overlord Cha Ji started very early.
In 2018, after Gaining a firm foothold in Yunnan and successively entering Guangxi, Guizhou and other places, in March 2019, when there were less than 100 stores in China, an overseas business department was established, and the first store was opened in Kuala Lumpur on August 15 of the same year.
With its high recognition of Chinese style and obvious tea taste taste, Bawang Chaji has opened nearly 40 stores in Malaysia, Thailand and Singapore.
In Malaysia, where there are Starbucks and McDonald's, there is a high probability that there will be a king chaji, 70% of their stores are opened next door to large brands, with an area of 60 to 100 square meters, and the average monthly turnover can reach 300,000 yuan.
Judging from the sharing on Facebook and Instagram, in Malaysia, Bawang Chaji has already had the label of "healthy milk tea" among local consumers, and its explosive "raw leaf fresh milk tea" is also deeply rooted in the hearts of the people.
In fact, on the streets of Southeast Asian countries, you can see KOI, tribute tea, honey, sunrise tea, you can also see the figures of Honey Snow Ice City and Yihetang, as well as the stores of Xicha and Naixue.
Will Southeast Asia, where the temperature is 30 °C all year round and prefers sweets, be the next incremental market for tea drinking? Is it affected by the epidemic?
Rents are 30% lower and there is no off-season throughout the year
8 discoveries in the Malaysian market
Combined with the overseas situation of brands such as Bawang Chaji, I summarized some of the characteristics of the Southeast Asian tea market:
1. The average temperature is close to 30 °C, and there is no off-season throughout the year
The obvious difference in business and business in the off-peak season is a pain point for domestic tea drinking, and the huge difference between the passenger flow and product demand in the off-peak season makes many people in the industry helpless.
But in Malaysia, the average annual temperature is close to 30 °C, which is almost the "golden temperature" of the tea industry, and there is a demand for cold drinks all year round, and there is no off-peak season.
2. The demand is strong, drink 2 to 3 cups a day
Because of the high temperatures, the local demand for "drinks" is itself more exuberant than in other regions, "many people drink at least 2 to 3 ice drinks a day." "The head of the overlord cha-hime overseas told me.
Therefore, in Malaysia, the first demand for tea is to quench thirst, followed by photography and socializing.
Selling tea in the local area, doing a good job of "quenching thirst and quenching heat", and making added value in appearance and punch card, there is a possibility of doing branding. "Locals identify a brand, and the loyalty and repurchase rate is very high."
3. Milk tea is more popular than fruit tea
Compared with the domestic market with fruit tea as the mainstay, milk tea is more popular in the Southeast Asian market.
Among the products of Bawang Chaji, the sales of the original leaf fresh milk tea series account for more than 60%, and domestic explosive products such as Bo Ya Absolute String are still popular in Malaysia.
This is due to the unique product strategy of Bawang Chaji, in the Southeast Asian market, it does not blindly attract attention through multi-material, multi-fruit and other methods.
Instead, they have a unique approach to "tea taste", such as Bo Ya's insistence on using six pounds of jasmine flowers to mix a pound of tea leaves, making a jasmine snow bud tea base, with fresh milk, and labeling it "healthy milk tea".
4. It is not easy to make a sense of branding, and employees will speak at least 3 Chinese
In addition to high temperatures and high demand, when it comes to the Southeast Asian market, many people have the impression that "rent and labor costs are low".
In fact, judging from the opening of Bawang Chaji in Malaysia, if you want to make a sense of brand and a good sense of experience, the cost is not as low as imagined.
"Our employees are required to be at least chinese, English, Malaysian, and even some stores require employees to speak Hokkien because there are many Hokkien Chinese customers, and the academic qualifications and overall quality of employees are very high, so the cost is only about 1/4 lower than that in China."
"There is also the cost of rent, because most of the stores are opened in the C position of the top-end shopping mall, not random street stores, which will be 1/3 lower than the domestic rent on average, and because the price is 3 to 5 yuan higher than that in China, the gross profit will increase." The head of the overseas head of Bawang Chaji said.
5. Relatively heavy taste, highlighting the "tea taste" can attract consumers more
Southeast Asians are relatively fond of "heavy taste", and some people even say that in Southeast Asia, "milk tea must be sweet until the throat is stuck" to sell well.
Should we cater to the market and add more sugar, or do we insist on a "healthy" memory point with less sugar?
The method of Bawang Chaji is: try to drink before ordering, try to drink whole sugar, half sugar, 7 points sweet and other different sweetness, which point you like, the sugar degree is the same as the amount in China.
In view of the characteristics of the local people's heavy taste, Bawang Chaji highlights the "tea taste" in the product, and uses a healthier and more conveying the brand concept of tea to educate the market and guide the senses of consumers.
This not only satisfies the needs of customers, but also does not let the brand lose the health label, but also establishes a brand sense of "paying attention to details" in the local area.
6. Marketing activities are sensitive, and 3,000 co-branded cups are sold out in seconds
Southeast Asian consumers are still in a stage of being particularly sensitive to marketing. The marketing methods that have been played in China can be redone in Southeast Asia after localization improvement.
For example, the "blind box milk tea" that uses a hollow cup to add small gifts to the bottom of the milk tea is particularly popular in the Bawang Cha-hime overseas store.
Also, Bawang Cha ji and Malaysian national treasure brand: Royal Selangor, jointly made of peripheral water cups, 3,000 cups were snatched up in a very short time.
On The National Day of Malaysia, according to the local culture, the "National Day Limited Cup" is made, and consumers can doodle on the cup according to the elements of Malaysia.
7. Outdoor advertising has good effect, and public welfare activities have a good feeling
In the development of the Malaysian market, Bawang Chaji uses a combination of online and offline, while combining the method of public welfare activities.
If you drive around Kuala Lumpur, in many core areas, on the outdoor signs at highway intersections, you will see a lot of outdoor advertisements for Bawang Chaji, and many of them are in the form of LED videos.
The second is to launch Grab, the largest takeaway platform in Southeast Asia, to resume normal operations with the help of takeaway channels when the epidemic in Malaysia is serious. At the same time, it cooperated with Grab to launch a takeaway ordering promotional film, starting from the role of an ordinary delivery man, passing on the brand temperature of Bawang Chaji.
There are layouts in both online and offline channels with high potential energy, and it is easy to establish the perception of "brand strength" in the minds of local consumers.
Public welfare activities also did not fall, when there was a shortage of masks, Bawang Chaji contacted suppliers in time to book, for customers, stores around the merchants, sanitation workers and other groups, before and after the gift of more than 100,000 masks, shared by many locals on social platforms, but also condensed a lot of good feelings.
8. When you go to sea to open a store, it is important to choose the right partner
Opening a store in Southeast Asia, in addition to its own supply chain support capabilities and control capabilities, local partners largely determine the success rate of opening a store.
McDonald's, KFC and other catering brands, in the global market expansion strategy is also the same, with the help of the local catering group, in the site selection, operation and promotion to enjoy certain convenience, in order to improve the speed of store opening.
Bawang Cha Ji in Malaysia, with the national style label and unique product concept, attracted the attention of Li Zongwei, a brother of Malaysian badminton, and finally reached a cooperation intention, Li Zongwei has a high reputation in the local area, and has a good endorsement effect on foreign new brands.
Southeast Asian milk tea is being shuffled
Do you have a chance to enter the game?
In the first two years, going to sea was a concentrated action for new tea drinks, but at present, from the feedback of many industry people, some of the brands that went to sea earlier have already seen poor management and store closures.
Media surveys show that the Southeast Asian market is facing a reshuffle. Some of the brands that have developed from the mainland, Hong Kong and Taiwan in the past, because of limited recognition and insufficient marketing capabilities, are gradually "passing" in Southeast Asia after a while.
In the Southeast Asian market, the requirements for the texture, aesthetics and recognition of a brand are also getting higher and higher.
The main theme of "national style good tea" has also become a major advantage of Bawang Chaji in forming brand recognition in overseas markets. On the one hand, in foreign stores, the presentation of opera face culture, ancient Chinese character content, and bawang Bieji illustrations tell Chinese stories and become a "good place for socializing" young people in Southeast Asia.
Facial elements and illustrations by Bawang Bieji in Malaysian stores
On the other hand, in terms of products, the tea sense is obvious, refreshing, not greasy, tea aroma product memory, guide the consumer's senses, so that the consumer experience is more clear.
For customers in overseas markets such as Malaysia, Singapore, and Thailand, opera, facebook, etc. are Chinese symbols second only to porcelain and tea, making it easier to recognize memories.
Choosing to focus on the southwest market and relying on the location advantage to enter the Southeast Asian market has helped Bawang Chaji avoid head-on confrontation with many new tea brands and win the time and space for independent growth.
Li Feng, the founding partner of Fengrui Capital, shared a point of view: when an industry puts together the following three factors, the opportunity for Chinese brands to reach the top will come.
First, China has become the largest industrial chain of an industry;
Second, China has become the industry's largest consumer market;
Third, the industry has undergone industrial upgrading or drastic technological change.
The new tea drink, which represents Chinese culture, has obviously met the above conditions.
Globally, it is difficult for the epidemic to end in the short term, but for overseas markets, we must keep an eye on it and always be ready to go to sea, because tea drinks already have the strength and genes to go to sea.
In the future, Chinese tea brands are fully capable and responsible for looking at the world.