The law that everything must be reversed is vividly reflected in the rapid iteration of the tea drinking track.
Last year, the tea drink brand frantically "added small ingredients", and Sheng Sheng made a cup of tea into "Eight Treasure Porridge". This year's "minimalist" lemon tea has become popular faster than everyone expected.
After in-depth study of the category nature of lemon tea, this is a "treasure category" that can help the rapid rise of regional tea brands.
Lemon tea suddenly burst into flames: brands are scrambling to be new, financing is rolling in... For the explosion of lemon tea, perhaps many diners, like the internal counselors, are a bit sluggish. Such a "basic" drink has always existed since tea became a separate category. It seems that every porridge shop has white porridge, indispensable, but there is no sense of existence.
By the time everyone reacts, lemon tea has officially evolved into a subdivision category, a blowout outlet.
Lemon tea nowadays widely uses the perfume lemon
On the one hand, tea drinking head brands have been scrambling to launch new lemon-themed products since April, Such as Heytea one-time leather bursting lemon and rock burst lemon, lele tea launched perfume Jinjin lemon tea; Shanghai aunt on the new perfume green lemon; 7 points sweet launched 2 kinds of dad pop lemon tea, green field burst lemon tea...
On the other hand, what is more exciting is that a number of innovative tea brands focusing on lemon tea subdivisions have been born in the market, which not only develop rapidly, but also are highly favored by capital.
Where does lemon tea's imagination come from, and why is it a "shortcut" to the rise of regional tea brands? It is necessary to start from the nature of the product itself.
First of all, lemon tea has a long history, a good customer base, and lemons, as a traditional agricultural product, have a mature supply chain and have the foundation of "bigger". Due to the lower cost, the price of lemon tea is mostly concentrated in about 15-20 yuan, which is lower than milk tea and other fruit teas, while there is a gross profit margin of about 75%, and the profitability is extremely strong.
Secondly, lemon tea belongs to the tea drink, and the sweet and sour taste and tea base make this product have "addictive" properties. The last coffee that swept the entire restaurant industry with the label of "addictive" undoubtedly gave lemon tea a "sample".
Finally, the product structure of lemon tea is extremely simple, the research and development threshold is low, and it is impossible to achieve national all-you-can-eat only products. Above the outlet, a large number of regional brands will inevitably be born, running together on this major track. Who can survive and run out depends on the ability to mobilize resources in the whole chain and the efficiency of innovation iteration.
Borrow the trend of lemon tea to build a brand
Lemon tea is a traditional tea that is popular in the Liangguang region, and the tea brands that focus on this are naturally concentrated in the region.
Brand communication efficiency
Like many national snacks, lemon tea is in a state of "category without brand", quickly seizing the highland of brand mentality and becoming a race for new brands.
Qinkou Lemon knows how to interpret the brand in the visual language that young people love. The brand name and visual communication of Qinkou Lemon are very direct, whether it is the use of high-end Klein blue, or the tea image of "adding ice storms to scumbags", coupled with the lemon decoration in the store, the lemon element is actively emphasized everywhere.
Product differentiation efficiency
As analyzed earlier, lemon tea is a product with low technical barriers, and for its differentiation, it cannot be done without doing it, nor can it be done "too hard". Lemon lemon has chosen a clever way to innovate its products: localizing lemon tea.
Two Guangdong place weather humid and hot, eat like acidic spicy, Qinkou lemon using seeded perfume lemon slices, add ice cubes, beat 60s across the ice, let the ice cubes fully penetrate into the lemon, so as to pound out the unique fragrance of perfume lemon, avoid excessive bitter taste, the overall taste is refreshing and honey. Let diners take a sip and head up!
As a regional brand, the configuration of the entrepreneurial team of Qinkou Lemon is very high, in addition to Mr. Li Yuenan, who has 20 years of deep catering operation skills, there are also financial and technology enterprise executives returning from first-tier cities, and senior managers of chain catering heads, who have jointly formed a clear development path of Qinkou Lemon: based on differentiation, eating through the regional market, rapid expansion, and winning in efficiency.
Qinkou Xiang Lemon Li focuses on perfume lemon tea, adhering to the proposition of "real tea real fragrance QinKou Xiang Lemon Real Fresh", and is committed to providing every consumer with fresh, healthy and delicious lemon tea. Qinkou Xiang Lemon main perfume lemon fresh fruit + fresh original leaf tea base + handmade way, so that each cup of lemon tea taste, quality, health degree are greatly improved, only to allow consumers to enjoy a higher quality lemon tea, but also consumers can enjoy a happy drink at any time without burden, activate energy, full of vitality of the "light" experience.