Naixue's tea price reduction for a limited time, adding 9 yuan of milk tea and 6 yuan of snacks

Naisher, another top brand in the new tea industry, has also reduced its price. On January 19, the reporter noted that the order page of the Nesher Mini Program added the "limited time easy to buy" label, and added cheap fruit tea hot drinks, tea drinks and coffee. Among them, the price of a cup of "Easy Golden Peony" is as low as 9 yuan, and the price of the rest of the drinks is between 15 yuan and 21 yuan.

It is reported that the Easy Buy series of products will launch a limited-time 1-month offer from January 17, including Easy Grapefruit, Easy Grape and Easy Mango three kinds of fruit tea hot drinks, Easy Duck Brown Sugar Treasure Tea and Easy Golden Peony two tea drinks, as well as Easy American Coffee and Easy Latte Coffee two coffees, the overall price reduction reached 5 to 7 yuan.

Nai Xue said that the addition of some fruit tea hot drinks will better meet the demand for hot drinks in winter, and also provide a richer selection of products in a wider price range. At the same time, some stores have recently added more than 20 new Chinese dim sum, with a price range of 6 to 30 yuan, and support a single sale.

Prior to this, The Naixue dessert snacks were mainly European bags, and the price was concentrated at about 16 yuan. According to public comment information, the per capita consumption of Neixue's tea Beijing store is generally between 31 and 39 yuan. The launch of affordable fruit tea hot drinks and new Chinese dim sum, in addition to enriching the product range, the price range has also been further broadened, and it has explored the low-end consumer market.

Not long ago, another head brand of new tea drinks, Xicha, also reduced the price of some products, covering fruit tea, milk tea, pure tea and other single products, with prices ranging from 3 to 7 yuan, and there were also products with a unit price of less than 10 yuan. Heytea said that brand advantages and scale advantages provide support for this price reduction, and the quality will remain unchanged after the price reduction.

Since last year, with the continuous increase in the cost of raw materials, the tea industry has generally faced higher cost pressures. At the beginning of January, the brewed milk tea brand Xiangpiaopiao and the new Chinese tea brand Tea Yan Yueshi announced price increases. In the eyes of industry insiders, the head tea brands have successively announced price cuts, which is also a "show muscle" measure to show its advantages in supply chain and cost control.

As the two giants of new tea drinking have reduced product prices, the industry's "inner volume" is also intensifying. Chinese food industry analyst Zhu Danpeng said that the competition in the mainland tea market has entered a white-hot stage, while the brand fight, The new Chinese tea drinks are close to saturation, and the industry dividend is gradually fading. In the current ultra-high-end, high-end, high-end, mid-range, mid-range, low-end, low-end six different consumption grades, has formed their own heavy consumer groups.

"In this context, head brands such as Heytea and Nesher's Tea have also begun to change their original strategic positioning, including focusing on the downline market and laying out the low-end market to expand the consumer group." Zhu Danpeng believes that relying on its own brand effect and scale effect, the price of the head tea brand is more close to the people, and it will also make its consumer group more extensive.

Image source: Screenshot of the Mini Program