Although the growth rate of new tea drinks has slowed down in the past two years due to the epidemic and competition, the industry prospects are still optimistic inside and outside the industry. The China Chain Store & Franchise Association expects that if tea enterprises solve important problems such as brand, operational capabilities, and food safety management in the next 2-3 years, the compound growth rate of the new tea industry will quickly return to more than 15%. When the wave of consumption strikes again, how can new tea drinks be broken and ready to go? Listen to the voices of 6 new tea industry founders.
The first row of the figure from left to right are Peng Xin, the founder of Naixue's tea, Sun Cuiying, co-founder of Chayan Yuese, and Hu Jihong, the founder of Yihetang; the second row of the figure from left to right are Wu Jian, co-founder of Throbbing Roasted Immortal Grass, Hu Yan, co-founder of a yogurt cow, and Tan Li, co-founder of Lemon Season. Courtesy of the interviewee
Yihetang founder Hu Jihong
【Consultation】For the current Yihetang, under the premise of clarifying its own brand positioning, it is most critical to enhance the brand's marketing ability and product innovation ability, and the operation standards of the store should also be consolidated.
First, major brands need to strengthen the construction of food safety systems. Many small and medium-sized brands are hindered by human, material and financial resources, and food safety is in a state of lack of control or out of control. Second, the brand dispute should be benign and avoid malicious internal rolling. Major brands often compete in advertising, takeaway platform resource rush, and platform activities, which drives up marketing costs. Third, the new tea industry should practice environmental social responsibility and can do more and better.
Sun Cuiying, co-founder of Cha Yan Yue Color
【Consultation】We are constantly examining ourselves, including increasing competitive pressure and reduced passenger flow caused by the impact of the epidemic. The epidemic has squeezed out the bubble of new tea drinks, and everyone is really knowing themselves. In the torment period, everyone needs to repair themselves, which is not a bad thing, and the tea is also made up for the supply chain, informatization and other aspects. At present, the current strategy has been adjusted to be more suitable for us and more suitable for the current environment.
Every brand needs to learn to solve its own difficulties in the face of adversity. Although we face difficulties, we do not need to especially zoom in to see, good and bad we must bear, but also to make changes in the market. In the long run, the industry is bullish.
Peng Xin, the founder of Nai Xue's tea
For the new tea industry, the next stage is no longer an era of winning by a single point, but requires brands to go hand in hand in many aspects. In the future, the new tea will move towards the digital era of business integration and intertwined scenes, while the industry continues to flourish, the competition is becoming more and more fierce, the supply chain stability, standard stability, service stability is the key to future competition, and digitalization, boundary integration is an inevitable trend.
Naixue's tea will continue to focus on the self-developed digital operation system, continue to promote the digital management of stores, optimize the standard process of tea production through independent research and development of automated tea making equipment, and improve operational efficiency; at the same time, establish an intelligent operation decision-making system to help stores realize automatic ordering and replenishment of raw materials, automatic scheduling of employees, etc.
Wu Jian, co-founder of throbbing burning immortal grass
【Consultation】The rapid development of throbbing burning immortal grass in recent years has also encountered many bottlenecks, such as the growth rate of the internal team cannot keep up with the rapid development of the business, and the franchisee ability needs to be empowered and improved. For the 400,000 stores in the new tea industry, food safety awareness needs to be improved, which puts forward higher requirements for supply chain services and store management. The rise of the new tea industry is too short, and the basic research and development, production supply chain, brand management, operation, marketing, informatization, and training of endogenous talents are insufficient, and the introduction and training of talents will be accelerated after capital intervention.
Building an internal grassroots, middle-level and high-level talent growth system is the focus of our work. In the past three years, Throbbing Burning Immortal Grass has also built a two-day supply chain, upgrading the store development site selection team, store operation supervision and support team, online takeaway operation team, customer service team, and marketing new media team. From the perspective of the industry, the subsequent improvement of brand chaining, the establishment of brand independent supply chain, the improvement of digital informatization, the upgrading of kitchen equipment, operation management, and the upgrading of training system are all key breakthrough points.
Hu Yan, co-founder of a yogurt cow
【Consultation】With the help of the new tea industry dividend, a yogurt cow combines yogurt with various raw materials, resulting in a fission in the speed of development. Insisting on making yogurt drinks is a long-term business, at present, our audience is not as wide as other tea drinks, and the early development process has also encountered the siege of cottage brands. Next, we need to work hard to do a good job in product research and development to attract more consumer groups.
Capital can better help new tea brands to speed up brand marketing and channel construction again. Investor New Hope Dairy and a yogurt cow to form a complementary advantage, our stores and membership system can become the position of New Hope Dairy's private domain traffic layout, New Hope Dairy in brand building, business management, new product innovation and promotion, digital marketing, supply chain and quality control, background standardization, training and guidance can also give all-round empowerment.
Tan Li, co-founder of Lemon Season
【Consultation】The epidemic has repeatedly added a lot of uncertainty to the development of the offline new tea industry, and measures such as traffic control, epidemic prevention and isolation, and delay in resuming work across the country will cause a chain reaction. In this wave of the epidemic, some of the stores of some partners in The Lemon Season, like the entire new tea industry, are suffering from the impact of sharp declines in income and fixed expenditure pressures such as rent.
【Pulse】All along, the healthy and rapid growth of the Lemon Season brand comes from the excellent partner team, as well as our attempts and changes in the management of partners, and the same is true for the help under the epidemic. In the midst of environmental uncertainty, the advantages of our advance layout of the digital intelligent technology operation model and the self-built supply chain have become more obvious. The perfect supply chain can withstand the impact of traffic and has the ability to resist risks. Repeated epidemics have had a lot of impact on the consumer market, and all consumer sectors have been under pressure. We will not stop the pace, which is the message and confidence we are currently committed to conveying to the new tea market and partners.
Beijing News on April 19, 2022 Sankei Weekly "New Tea Drinking Jianghu".
Beijing News reporter Wang Ziyang
Edited by Guo Tie and Qin Shengnan Proofreader Zhai Yongjun