Another head brand has reduced the price! On March 17, Nesher's Tea announced a sharp price reduction, launched a new tea product line of less than 20 yuan, and promised to launch a new "1-word head" product every month. This is another new tea drink head brand following the price increase after Xi Tea announced the price reduction. The upstream reporter noted that The maximum decline in Naixue's tea products reached 10 yuan, and there are no products of more than 30 yuan at present.
It is understood that Neixue's tea and Xi tea are the head brands in the domestic new tea drink, and the unit price of customers is higher, and there are many products of more than 30 yuan. Since February this year, Heytea has taken the lead in announcing farewell to the "30 yuan era" and promised that existing products will never increase in price this year. At that time, the industry generally believed that this move would attract other brands to follow, and less than a month later, Neisher's tea also took a sharp price reduction.
Judging from Naixue's refreshment single interface, there are currently many products that have reduced their prices, such as the domineering series farewell to 30 yuan, while the "easy series" has launched a single product of the lowest 9 yuan, and nearly 60% of the products have entered the range of 14 to 25 yuan. The previous price adjustment of Xi tea ranged from 1 to 10 yuan, and the price adjustment range of each product was up to 10 yuan.
As for the reason for the price adjustment, Neixue's tea side said that it is based on the accumulation of brand, digitalization and supply chain, so it does not affect the product quality and materials. As of March, Nesher had opened nearly 900 stores in more than 80 cities across the country.
According to ai media consulting reports, the price of new tea drinks that people can accept is changing, of which consumers who choose the range of 11 yuan to 20 yuan account for 52%, and the range of 21 yuan to 30 yuan accounts for 25%. In addition to Naixue's tea, Xi tea, Lele tea and other high-end brands, there are more brands with close prices in China, and the unit price of customers is mainly concentrated below 20 yuan, such as Honey Snow Ice City, Ancient Tea, Tea Hundred Ways, Books and Burning Immortal Herbs, a little bit, etc.
Judging from the current market situation, new tea brands below 20 yuan often have more stores and a wider layout. Therefore, in recent years, it has also attracted much attention from capital, and many brands have frequently obtained huge financing, and Michelle Ice City is more interested in landing in the domestic A-share market.
In this regard, Chinese food industry analyst Zhu Danpeng told reporters: "As a head brand, Naixue's tea has a certain store scale and brand influence in China, and this sharp price reduction is conducive to expanding its consumer population and reducing the dimensionality of other mid-range brands." He said that with the intensification of competition in the current industry, after a number of head brands take the lead in reducing prices, it is expected to attract more brands to follow up and accelerate into a new round of reshuffle.
Upstream journalist Tang Xiaowei