Text | Professional catering network beautiful
Tea Yan Yue color opened and sold the "Xiangpiaopiao" version of brewed milk tea, online 20,000 copies of the second space, revenue of 1.63 million yuan!
On June 16, the Tmall flagship store regularly sold a new "hand-cranked foam bubble milk tea", in the form of a gift box, including three raw materials corresponding to the store products, such as sound oolong, Gardenia, and Osmanthus Lane, at a price of 126 yuan.
When Xicha entered the new retail of traditional "bottled drinks", Cha Yan Yue chose to take a different path and grab the market from hand-punched milk teas such as "Xiangpiaopao" and "Yolomy".
As the first step in the exploration of new retail of tea drinking, what kind of new play method does tea have?
Following the tea of Xi Tea and Nai Xue, does the entry of tea into the new retail also indicate that the new tea has entered a higher dimension of the "mode dispute"?
Tea face pleasant color to sell "hand cranked foam bubble milk tea"
The official public claimed that it took a whole year for this new product to reluctantly hand over an 80-point answer sheet.
Compared with the store's freshly made tea products, the tea face is pleasant and self-proclaimed, and the similarity can barely reach 80 points.
1. Sell "hand-cranked foam bubble milk tea", customers need to brew it themselves
Tea Face Pleasant Color This hand-cranked milk tea is sold in the form of a gift box, with the main theme of "drinking tea without going out of the door, you can shake out a cup of 80 points of tea at home".
Unlike the common ready-to-drink milk tea powder on the market, or bottled milk tea, the new new retail products on the tea face need to be manually mixed by customers themselves.
Each gift box contains 6 cups of milk tea raw materials: 3.3 grams of tea color frozen tea powder + 125ML pure milk + 26ML sucrose syrup + one cup.
2. Mainly promote the taste of classic drinks in three stores
This time, the hand-cranked foam brewed tea, the main promotion of three flavors.
These three are the more classic and signature tea flavors in the store, such as Sound Oolong, Osmanthus Lane and Gardenia.
3. Sold in tmall's official flagship store, with a first 20,000 copies
The new product was first sold, and Cha Yan Yue chose to be in its official Tmall flagship store, and only 20,000 copies were sold out.
According to the professional catering network, the slogan of the waiter in its store now contains promotional words such as Tmall ordering to buy hand-cranked milk tea.
4. Each cup is priced at 21 yuan per cup, which is 7-8 yuan more expensive than the store's freshly made tea
At present, the original price of the Hand-cranked Foam Tea Gift Box in the Tmall flagship store is 126 yuan, the membership price is 96 yuan, and the "6·18" activity is 81.6 yuan after the cross-store reduction.
Each cup is priced at 21 yuan per cup, while the prices of the three ready-made teas with the same taste in offline stores are 13 yuan, 14 yuan and 10 yuan respectively.
The first new retail "brewed milk tea",
Want to grab business with "Xiangpiaopiao"?
Many people do not understand that now the brewed milk tea has basically passed the period of Internet celebrities out of the circle, and there is a downward trend, such as Xiangpiaopiao, Youlemei, etc. are seeking a breakthrough.
Why did Cha Yan Yue choose this track to cut into the new retail of catering?
1. Entered the new retail of catering for the first time, making brewed milk tea and fragrant fluttering to seize the market
At this stage of the development of new tea drinks, almost every brand is laying out new retail business, trying to expand consumption scenarios and seek increments, and tea brands are also focusing on different directions.
For example, Heytea is obviously more focused on bottled beverage product lines such as sparkling water, while Neixue's tea focuses on pre-packaged snacks, tea bags and other products.
Cha Yan entered the new retail for the first time, chose a different way of cutting into other competitors, and started to sell "brewed milk tea".
Although the market for brewed milk tea seems to be in a downturn, it still has a part of the audience, like Xiangpiaopiao's revenue of 3.761 billion yuan last year, and brewed milk tea accounted for 3.067 billion yuan, accounting for 82.3%.
The new product of tea color, "Hand Cranked Foam Brewing Tea", is more like an upgraded version of Xiangpiaopiao, whether it is in taste or presentation, it is more attractive to young customers. As a first attempt at new retail, it is a more innovative exploration.
2. Tap new traffic
Wuhan tea is pleasant to open, queued for eight hours can not buy.
Shenzhen super Wen and Younei tea color pop-up shop, is still a cup is difficult to find, scalpers buy 80 yuan a cup, do not bargain, a day can basically guarantee two or three thousand income.
Although the brand's popularity is getting higher and higher, but for the layout of the national market, it is still a long process, the current tea color is only in Changsha, Wuhan, Shenzhen and other places to open stores, and want to let more people have a recognition of this brand, there is a greater flow of help, the emergence of new categories, new scenes, new models, is the best way to absorb.
The launch of new retail products, especially through e-commerce and other channels, sold to customer groups across the country, also has a blessing on the brand, absorbing more new traffic and attention.
New tea drinking has entered the "battle of modes"
Tea drinking has entered the Matthew effect, the strong are stronger, and the weak are weaker.
In order to stay on the battlefield, whether it is the ultimate cost performance of the sinking market, crazy store opening occupies the plate. It is still a new type of tea head brand, and they are trying their best to broaden their own scenes and products.
Brands such as Hey Tea, Nai Xue's Tea, and Tea Beauty have entered the "battle of modes".
If a little bit, CoCo is still stuck in the "milk tea drink" competition, then Xi tea, Nai Xue's tea, Lele tea, tea yan yue color has entered a full-dimensional competition.
For example, Xicha, in addition to the innovation of new milk tea products, but also to add more baking, bottled drinks, snacks, ice cream, a variety of cups around, but more emphasis on 0 sugar sparkling water bottled drinks, the goal is to compete with traditional drinks to seize market share.
Naixue's tea has also been roasted and cups, but it focuses more on pre-packaged snacks and tea bags, and broadens the food market and traditional tea market in the leisure scene.
Coupled with today's tea color, not only selling tea bags, tea candy, nut snack bags in stores and e-commerce channels, but also launching new brewing retail products.
The new tea drink seems to have entered a period of "model dispute", no longer focusing on the "milk tea drink", but broadening the scene, breaking the boundaries, and achieving diversified operation.
Career Catering Network Summary:
Starbucks initially focused on ready-to-drink coffee, then launched bottled StarBucks, opening up the retail ready-to-drink coffee market.
Since then, it has successively launched instant coffee, canned coffee, ice cream, Taishu tea series, baked cakes, small snacks, into supermarkets, convenience stores for sale, so that products can penetrate into areas where market promotion activities are difficult to cover, and enhance brand influence.
China's new tea seems to be slowly exploring, adding more product lines, broadening more customer consumption scenarios, not limited to "just a milk tea shop", under this model dispute, restaurant companies themselves will see more possibilities, but at the same time will also throw some people away, after all, the exploration of new retail needs to pay more price.
Are you optimistic about the new retail product "hand-cranked foam tea"? Welcome to share in the comments section.