Per reporter: Wang Fan Qianqian Per editor: Liang Xiao
The new tea drink, represented by milk tea and fruit tea, is the favorite drink of the "Z generation". At present, what are the new trends in new tea consumption?
According to the group standard "New Tea Beverage Terminology and Classification" of the China Chain Store and Franchise Association, new tea drink refers to one or more of the original leaf tea and/or tea soup, fruit, freshly squeezed fruit and vegetable juice, raw juice, juice, vegetable juice, vegetable juice, dairy products as raw materials, adding or not adding other foods, not adding solid beverages, and making liquids or solid-liquid mixtures processed on site.
The "new" of new tea drinks is reflected in new ingredients (fresh ingredients, high value, good taste, rich nutrients), new tastes (the presentation of rich tastes after the combination of sweet, astringent, sour, bitterness and consistency, temperature, etc.), new technologies (digital applications in marketing, personnel, operation management, etc.), new humans (to meet the daily drinks of new new human beings as the origin of development), new cultural communication (through the combination of products, product packaging, in-store environment, marketing methods and other forms of brand value).
Today (March 15) is "March 15 International Consumer Rights Day". For the "Z generation" (born between 1995 and 2009), around their new tea drinking habits and attitudes, the Daily Economic News recently cooperated with Huichen Shares (688500, SH), the first data analysis provider of the Science and Technology Innovation Board, to conduct a survey, and recovered more than 1,000 questionnaires through the HCR Huichen XMfactory platform. At the same time, the relevant report of iiMedia Research also summarizes some of the latest trends in new tea drinking.
Case 1 Mi Xue Ice City: The ultimate cost performance "surrounds" the university city
Because of the brainwashing song of "You Love Me I Love You, Honey Snow Ice City Sweet Honey", Honey Snow Ice City attracted the attention of many people in the first two years.
The Michelle Ice City brand has a history of 25 years. According to the official website of Michelle Ice City, in 1997, Zhang Hongchao, who was still a college student, started a business in Zhengzhou, founded a national chain brand for young people to create fresh ice cream and tea drinks, And established the business mission of Honey Snow Ice City - to let everyone in the world enjoy high-quality and affordable delicacies.
Today, the number of stores in Michelle Ice City is close to 20,000, ahead of its peers. The reporter learned that the store of Michelle Ice City belongs to a small store, and pays more attention to the economic environment of the small business circle of three kilometers around. Michelle Ice City believes that as long as the rental-to-sales ratio and return on investment are within the controllable range, the store can be opened under the condition of ensuring the return cycle of the store.
Judging from the distribution of stores in Michelle Ice City, this milk tea brand is to do the business of college students, and the surrounding areas of colleges and universities are the key areas of its layout. As we all know, most college students have not yet achieved financial independence, still rely on their parents for daily expenses, and have limited "pocket money". Therefore, creating the ultimate cost performance is the only way for Michelle Ice City to win the favor of college students.
3 yuan a strawberry ice cream, 4 yuan a cup of lemonade, 6 yuan a cup of snow top coffee... The unit price of Michelle Ice City's products is almost no more than 10 yuan, which has become the "favorite" of college students with small budgets. So, how does Honey Snow Ice City achieve high cost performance?
The "Daily Economic News" reporter noted that Michelle Ice City is a rare domestic chain tea brand self-built factory, self-built supply chain, self-produced core raw materials enterprises. According to the official website, the three major companies under Mi xue bingcheng work together to form a complete industrial chain - mi xue bingcheng co., ltd. leads the management and operation; Henan Dajia Food Co., Ltd. leads the R&D and production; and Shangdao Smart Supply Chain Co., Ltd. provides warehousing and logistics services.
The reporter learned from The Honey Snow Ice City that in terms of raw materials, more than 50% of the product raw materials sold by the Honey Snow Ice City store are produced by the company. Mi xue ice city adopts a global way of material selection, directly from the source of raw materials, to the self-built factory end for processing, and then directly to the store, greatly reducing the cost of the entire circulation link. At the same time, backed by thousands of stores across the country, the bargaining power of Honey Snow Ice City has been improved from the upstream raw materials and reduced costs.
In terms of logistics, Michelle Ice City began to deploy logistics sub-warehouses in the country last year, and as of now there are more than 20 logistics sub-warehouses in the country, which can ensure that when the store has the demand for goods, the goods can be delivered to the store in the fastest four hours, which greatly improves the operational efficiency of the store.
Anywhere in the country, Michelle Ice City's supply chain can be delivered to the store for free, ensuring the cost optimization of franchisees in operation management. The company also conducts intelligent analysis through digital and information-based means to ensure the overall supply chain. These factors also comprehensively determine the quality and pricing of Michelle Ice City products.
Case 2 Nesher's Tea: An average of 3.5 days a new time, embracing young people who love to taste early
On June 30 last year, Nesher's Tea (02150, HK) was officially listed on the Hong Kong Stock Exchange, becoming the "first stock of new-style tea drinking".
Founded in 2015, Nesher's tea mainly provides high-quality ingredients and freshly made creative tea drinks, located in the core location of the city's high-end commercial center, mainly selling tea bags, sparkling water and gift box products online, which is a representative brand of high-end tea.
In the fierce competition for tea drinks, Nesher's tea has opened up a unique path with a very fast new speed, constantly using new recipes and products to satisfy the taste buds of young people who like the new and the old. According to the "2021 Big Data Report" released by Naixue's tea, Naixue's tea will launch 105 new products in 2021, with an average of 3.5 days.
Why is there so much emphasis on tea formulation innovation? The person in charge of Naixue's tea told the "Daily Economic News" reporter: "In the face of the new tea industry with low competitive barriers and serious product homogenization, products and services are still the focus of competition between enterprises. The innovation of catering consumption should be continuously updated on the basis of market demand, and the consumer experience and products should be continuously iterated and upgraded. This requires enterprises to continuously optimize product services and consumer experiences, and maintain the uniqueness and stability of products and services. ”
So, what support is needed behind such a fast new speed? The above-mentioned person in charge believes that the first is to adhere to the creation of upstream supply chain advantages. As the pioneer of fresh fruit tea, Nesher's tea has always been good at tapping the unique flavor of fresh fruit, blending fresh fruit or sour or sweet flavor with a variety of teas to collide with a richer taste. Nesher's tea ensures a high-quality and stable supply of raw materials through long-term cooperative relations with high-quality suppliers and the application of digital management and control.
The second is the research and development team of dead products. Naisher's tea R&D team is seriously studying the needs of consumers every day, according to the current consumers' various needs such as sugar reduction, lipid reduction, green environmental protection and functionality, constantly breaking the original inherent thinking barriers, developing products that can surprise consumers, and continuing to maintain innovative vitality.
Third, the membership system and digital means have accelerated the iteration of products. Nesher began to operate systematically as a member in the second half of 2019, and the number of members accumulated has exceeded 45 million, which has greatly improved the speed of collecting feedback and iteration.
Taking last year's popular product "domineering jade oil orange" as an example, according to the person in charge of the tea of the above-mentioned Nai Xue: "Oil citrus is a unique niche fresh fruit in the Chaoshan region of Guangdong, before preparing to make this product, the research and development team first found a small market to do a rapid test, once found that the attention of this product has grown rapidly in the launch area, it will be quickly introduced to the national market." ”
"Consumers in different places have different levels of awareness and acceptance of citrus. The oil citrus itself is very sour, and in order to adapt to the tastes of consumers in different regions, the research and development team initially increased the sweetness of the drink. However, when consumers feedback that the taste was too sweet in different channels such as WeChat Mini Programs, Apps, and e-commerce platforms, the R&D team reviewed the night of the new product listing, and quickly carried out product iteration according to consumer evaluations in different regions within 3 to 7 days after listing. The above-mentioned person in charge finally said.
Case 3 · Book also burns immortal grass: earlier layout sinking market + cross-border marketing to seize the share
As a representative of mid-range tea products, Shuyi Also Burns Immortal Herb mainly focuses on Immortal Herb Tea, and the unit price of the product is 10 yuan to 20 yuan. Founded 15 years ago, as of September last year, Shuyi Burnt Xiancao stores exceeded 7,000, leading in the mid-range tea market. Recently, Shuyi Burnt Immortal Grass also announced that it had obtained more than 600 million yuan of financing, and investors relied on tasteless food, Qiaqia food and so on.
Shuyi Roasted Immortal Herb stands out from the fiercely competitive new tea market, focusing on segmentation, sinking market and frequent cross-border marketing are several major factors in its success, which is also the trend of the current new tea market.
From the perspective of products, Shuyi Burnt Immortal Grass has focused on the subdivision of burning immortal herb tea drinking from the beginning, focusing on differentiated operations. At the same time, in order to meet the diversified needs of consumers, the company has also expanded its product categories based on burning fairy grass, including innovative products combined with Cantonese dim sum, hot pot and other innovative products, and also launched mouse pads and other peripherals.
In the "2021 China New Tea Industry Analysis Report" of Ai Media Consulting, it is mentioned that the new tea drinks show the characteristics of taste innovation, combination product diversification and category diversification.
In 2017, the book also burned immortal grass began to go out of Chengdu and lay out the whole country. Different from high-end tea drinks, Shuyi Xiancao chose to go deep into the new first-tier and second-, third- and fourth-tier cities first, and the main target group was "small-town youth", adopting the strategy of "rural encirclement of the city". Even so far, the vast space value of the sinking market has not been fully tapped, and many high-end tea brands have begun to enter the sinking market.
At the same time, the reason why Shuye Burnt Immortal Grass has successfully gone out of the circle is inseparable from its simple and powerful propaganda slogan, and the most deeply rooted in the hearts of the people is that Shuyi Burned Immortal Grass shouted out "half a cup is material" in the summer of 2018. The latest slogan of the book is "Visiting one house every day, it will take 19 years", and the change of this slogan also reflects the change in the direction of tea brand competition. The head of the brand market once said: "In the market environment where product convergence is getting stronger and stronger, the product competition between tea brands has gradually transformed into brand competition. ”
In addition to the insight into market changes and the launch of promotional slogans, Shuyi Yinxiancao also carries out cross-border joint promotion online and offline, constantly allowing the brand to "go out of the circle". Offline, Shuyi Burnt Immortal Grass and local special snacks, blind boxes, post offices and other Internet celebrity categories for cross-border co-branding.
Zhu Danpeng, an analyst in the Chinese food industry, told the Daily Economic News reporter that good cross-border marketing helps to enhance brand attention and give new value to old brands with rigid brand images. However, he also mentioned that the brand launch of Internet celebrity co-brand products can not only be "a hammer deal", the brand should think about the long-term plan, this year, next year, the year after the year to continue to launch innovative products, in order to make the old brand revitalized.
Daily economic news