Wandashan, which produces dairy products, has also "gone to the sea" to open a milk tea shop.
Recently, the business editor noticed that a "chimney bread ice cream" is becoming popular on social platforms, this ice cream is chimney-shaped, and the price is not low, one costs 49 yuan, and the store that sells the ice cream "milk this fresh" has also become popular. And this store turned out to be opened by Wandashan, and it is currently the only one in Beijing, the first store in Beijing.
The editor visited and saw that this store is mainly blue and white, with a striking "Wandarshan began in 1958" sign and a slogan of "ice cream without a drop of water". The authorization letter placed in the store reads "This store is the first store authorized in Beijing for 'Wandalshan Milk This Fresh'", and the official seal is Beidahuang Wandalshan Catering Investment (Harbin) Co., Ltd.
From the product point of view, in addition to the main "chimney bread ice cream", there are several other ice creams, priced between 10-49 yuan, slightly higher than other similar products in the market. Tea and stir-fried yogurt are also available. The general price of tea drinks is between 6-22 yuan, which is not high compared with some head tea brands.
According to Cai Xiaona, general manager of the new retail business department of Beidahuang Wandashan, a company belonging to the "Milk This Fresh" brand, the brand was founded by Wandalshan, and the milk raw materials used in the products are also from Beidahuang Wandashan, and the supply chain is managed in a unified manner. At present, "Milk Fresh" has a total of 36 stores nationwide, including 16 directly operated stores, mainly distributed in Harbin's core business districts. In addition, there are 20 franchised stores, distributed in Heilongjiang, Beijing, Shanghai and other places.
Regarding the future development plan, Cai Xiaona said that "Milk Fresh" plans to open 11 model stores of Dairy Fresh chain stores in first-tier and super-first-tier cities, and at the same time establish a sound supply chain system, synchronously layout the northeast and north China markets, and gradually layout the prosperous business districts in key markets in the south, with a scale of 2,000 stores within five years. In the Beijing market, "Milk Fresh" will also continue to cultivate, aiming to open more than 100 franchised chain stores within two years.
In terms of products, due to the large differences in market economy, culture and living habits in various places, products will also be different according to the consumption characteristics and culture of different regions, for example, in Harbin, "big tea pot ice cream" and "chimney ice cream" are the main explosive products.
It is not difficult to see that Wandalshan is serious about opening a tea shop. However, 2,000 stores in five years is not an easy goal to achieve, and I learned that "Milk Fresh" will expand with Starbucks in some cities such as Shanghai by opening alliance stores, and the alliance stores will sell products from both sides at the same time.
Although the cross-border tea market of Wandalshan is somewhat unexpected, it is also logical in the view of Wang Peng, a researcher at the Beijing Academy of Social Sciences. On the one hand, cross-border can attract attention, trigger consumers to check in in a short time, and drive turnover and profits. On the other hand, cross-border innovation can also be close to young consumer groups, and for the Beijing market, which has a high consumption level and is internationalized, it can also expand its influence through the layout of the tea market.
There is never a shortage of entrants in the tea market. Tongrentang, China Post, Wahaha, etc. are similar cross-border pioneers, among which there are winners and losers. Wahaha milk tea shop has also seen consumers queuing up to check in before, but now it has closed.
For Wandalshan, it is also necessary to face the challenge of cross-border ease and evergreen difficulty.
Xu Xiongjun, a strategic positioning expert and founder of Jiude Positioning Consulting Company, said that although the tea market is fiercely competitive, there is still some space, but it is difficult to make a profit, and the original intention of "milk this fresh" to create explosive products is better, but the overall advantage is not obvious. "Milk this freshness" also needs to find its own positioning, form differentiation with other tea brands, and enhance its comprehensive competitiveness.
Wen Zhihong, a senior chain industry expert, pointed out from an operational perspective that although "Milk This Fresh" has Wandalshan as a brand endorsement, there are differences in the operation of the two, and it is unrealistic to copy the previous experience.
"For Wandashan, the fresh layout of the whole country is an attempt to build new channels and stores. The operation and development of tea stores are quite different from the distribution methods of Wandalshan retail products, and high-quality products are certainly the basis for the development of this fresh, and its store operation mode and management will become new challenges, and it is also the key point that brands need to polish. ”
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Text|Zhang Tianyuan
Editor|Kong Yaoyao
Image source|Beijing Business Daily, Xiaohongshu