Per reporter: Chen Qing Per editor: Liang Xiao
At noon on January 5, the new tea drinking network red brand Tea Yan Yueshi announced a price increase, and the price increase range was mainly concentrated in milk tea products, most of which were generally adjusted to 1 yuan.
It is worth mentioning that Cha Yan Yue has recently had a wide range of store closures and salary disputes. In addition, coincidentally, just the night before the tea color was announced, Xiangpiaopiao (603711, SH) had just announced the price increase.
The price of tea has increased for the first time in 5 and a half years
At noon on January 5, Cha Yan Yueshi announced the news of the price increase through the official WeChat public account.
The price increase range of tea is mainly concentrated in milk tea products, and most of them are generally 1 yuan. Among them, the price of Yan Xiao increased by 2 yuan, while the price of leisurely leisurely, floating life half a day, and kite paper kites did not increase this time. The new price will be launched on January 7. "Everyone has drunk 16 yuan of Youlan for more than five years, 15 yuan of sound, after January 7th, it will take 17 yuan and 16 yuan."
Image source: Tea Face Pleasant Color WeChat public number screenshot
The price increase of tea is somewhat sudden. At one o'clock in the afternoon of January 5, in a store in Hankou, Wuhan City, when the reporter mentioned the news of the price increase of the tea color, the first reaction of an employee of the store was not to know, "We have not received a notice for the time being." It was not until the reporter reminded him to check the official WeChat public account of Cha Yan Yue that the above employees said that the price "really wants to rise".
Cha Yan Yue color WeChat public account posted that this is its first price increase in 5 and a half years, the last time the price adjustment was in 2016. For the reasons for the price increase, the official micro of the tea face Yue color said that "the raw materials and other costs on the market are rising year by year, and the dividends accumulated before cannot withstand a series of superimposed costs" "For our brand of small profits and high sales, this price increase is really the last step that cannot be resisted."
Located near Hanzheng Street in Hankou, Chayan Yueshi store
Image source: Photo by reporter Chen Qing
From the perspective of the milk tea industry, tea is not the first manufacturer to increase prices. On the evening of January 4, Xiangpiaopiao issued an announcement that "in view of the continuous rise in the costs of major raw materials, labor, transportation, energy, etc.", the price of the company's solid brewed milk tea (including classic series and good material series) products was adjusted, and the price increase of the main products ranged from 2% to 8%, and the new price was implemented according to the price adjustment notice of each product from February 1, 2022.
Chinese food industry analyst Zhu Danpeng said in an interview with the "Daily Economic News" reporter on January 5 that the current entire milk tea supply chain is facing price increases, including cream, milk powder and other excipients are rising, so tea beauty is more passive price increases.
The reporter noted that the condensed milk production enterprise Panda Dairy (300898, SZ) also recently announced a price increase. On the evening of December 30, 2021, Panda Dairy announced that in view of the continuous rise in the costs of the main raw materials, packaging materials, labor, transportation and other costs of the company's products, the company decided to adjust the ex-factory price of the company's main condensed milk-related products, with an adjustment range of 3% to 10%, and the new price was implemented on January 1, 2022.
Analyst: The impact on sales will not be particularly large
Once rushed to the hot search because of the queue for 8 hours, the new tea brand Tea Pleasant Color can be described as an Internet celebrity among Internet celebrities. What do consumers think about the price increase of tea?
There is a tea and pleasant store downstairs from the office of Ms. Yu, a citizen of Wuhan. She said that a dozen yuan of milk tea rises by one or two dollars is not a big deal, she is not very sensitive to the price of milk tea, and compared to some other milk tea brands, tea is not particularly expensive. But Ms. Yu also said that compared with other brands of milk tea, it feels that the tea is not particularly delicious, so she has only drunk it twice in the past six months.
Zhu Danpeng analysis believes that even if the price rises by 1 yuan to 2 yuan, the price of tea is still close to the people, and it matches its overall comprehensive strength, brand power and product strength, and the impact on sales should not be particularly large. However, the price increase of Tea Yan Yue is a passive price increase after the rise in raw material costs, although it can alleviate the pressure brought by rising costs, but the impact on the improvement of profitability is limited. Zhu Danpeng also said that not only the price of tea is pleasing, but also the price increase of the entire milk tea industry will become inevitable in the future. In this case, how to reduce the impact of price increases is the top priority of milk tea companies.
In recent years, the milk tea industry has suffered the impact of the epidemic, the industry competition has become more and more fierce, and life does not seem to be so good. "The whole new tea drink has been seriously involuted at present." Zhu Danpeng said.
In the past month, the Daily Economic News reporter has twice placed orders to buy milk tea in two Wuhan stores of Tea Yan Yueshi, and the first order does not have to queue up, waiting for milk tea to be made for about half an hour; the second order needs to queue for about two or three minutes, waiting for milk tea to be made for about 15 minutes.
There are many reasons why the 8-hour queue in Wuhan stores is no longer as fresh as before, the increase in the number of stores in Wuhan and the fiercer competition. It is worth mentioning that the recent tea beauty has also appeared in a wide range of store closure incidents and salary disputes, and have been on the hot search. In November 2021, Cha Yan Yue said through the official Weibo that due to the impact of the epidemic, many stores were indeed temporarily closed.
Located in Wuhan Jianghan Road, Chayan Yueshi store
The third quarter of 2021 operation and profit warning announcement issued by the first share of new tea, Neixue Tea (2150, HK), also shows that the repeated epidemic situation in some regions is expected to have a sustained impact on performance, and the adjusted performance for the whole year of 2021 will be a loss. From the perspective of secondary market performance, as of the close of trading on January 5, Naixue's tea stock price has fallen by more than 60% compared with the issue price.
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