来源 | 品牌数读（ID：winlive2019）
Author | Wang Zixu
Image Source | Unless otherwise specified, they are all from the official brand
In 2024, grandma's handicraft seems to be a little faster.
Recently, Grandma's handmade in Xiaohongshu officially announced that the new store in Chengdu landed in Taikoo Li, and not long ago, the new store in Shanghai IFC also announced its official opening, and in the preview, Grandma's handmade said that a total of 4 new stores will be opened in January, and the speed of opening stores is faster than before.
In 2018, Guangxi brand Grandma handmade was founded, with regional plus "handmade" as the differentiated selling point, it is reported that in 2018, when the first store of Nanning MixC Grandma Handmade opened, it set a record of more than 1.4 million turnover that month, and the momentum after the expansion of the store has not decreased, which has also triggered a handicraft boom in the industry, and many brands have emerged with this as the main brand.
In a "slow" way, Grandma Handmade has gradually expanded from a regional brand to the outside world, and has successively set up stores in high-tier cities such as Shenzhen, Shanghai, Chengdu, and Nanjing, realizing cross-regional development. However, there are also costs, such as the "milk swap incident" that has sparked doubts and debates on the consumer side.
Grandma's handicraft, which is known as the "light of Guangxi" by many people, is also inevitably de-regionalized, as a representative of the regional brand to break the circle, the development of grandma's handmade seems to be more worthy of attention. However, although the heat is still there, there are many challenges that grandma will face in the future.
Speed up store opening
Recently, Grandma's first store in the southwest landed in Taikoo Li, Chengdu, and on social platforms, you can see that many products were sold out on the first day of opening the store, and there were long queues, which also sparked consumer discussions. Not only that, this month, Grandma Handmade will also open a second store in Chengdu, located in Vientiane City.
At the end of December last year, Grandma opened the country's first experiential collection store at the Shanghai IFC, adding retail areas for the first time, selling ingredients such as organic milk, liquor, matcha and Lipu taro, while adding more guest space, which can be seen as more adjustments and attempts made by Grandma.
Opening large stores and increasing retail areas are the offline expansion ideas of many tea and coffee brands in recent years. For example, Starbucks and Naixue, which have relatively large beverage brands, have set up retail areas, hoping to increase store revenue and increase floor efficiency. Therefore, there is a view that in the future, grandma's handicrafts may also add more retail products and promote them to more stores.
It is worth mentioning that in the menu bar of the public column handmade by Grandma, a new experience project for children has also been launched, and from the perspective of the registration statement, this is a long-term project to explore.
In addition, this month, Grandma's handmade will also land a new store in Nanjing, according to the official caliber in January, Grandma's handmade opened a total of four new stores, which is much faster than before.
In fact, founded in 2018, the Guangxi brand Grandma Handmade was once a brand with a "slow" approach, and when the tea market was pursuing standardization and efficiency, it gave up large-scale expansion and chose to use the most primitive way to create differentiation. In the selection of raw materials, Guangxi Lipu taro, Parma glutinous rice, brown sugar, buffalo milk and organic tea are used, emphasizing the region's good raw materials and visible freshly cooked and sold, which is the biggest feature of Grandma's handmade.
According to reports, in 2018, when the first store of Nanning MixC Grandma Handmade opened, it set a record of more than 1.4 million turnover in that month. After a period of precipitation, Grandma's handmade products were stationed in Shenzhen Vientiane City, with the highest sunrise cup volume exceeding 3,000 cups and an average monthly turnover of more than one million.
The popularity of grandma's handicraft has attracted the attention of capital. In July 2022, Manner Coffee took a stake in Grandma's handicraft, of which Manner held 1.2% of the shares, and the company's CEO Jin Binbin held 0.5% of the shares, for a total of 1.7% of the shares. Before Manner, Common Home Investment and Mai Xing in the Greater Bay Area also invested in Grandma's handiwork.
After that, the Guangxi brand Grandma handmade began to slowly weaken the regional label, judging from the official account, Xiaohongshu and other posting addresses, Grandma's handmade most likely moved the brand to Shanghai. Unlike Chayan Yuese, who is deeply cultivated in Hunan and rarely opens stores outside the province, Grandma and Chayan take different development paths.
For more regional brands, grandma's handmade products seem to be more meaningful.
Grandma's hand-made expansion strategy
In 2024, grandma's handicraft will show signs of speeding up.
Counting the stores to be opened from November 2022 to January this year, Grandma Handmade has opened a total of 12 stores, of which one-third of the stores were opened in this month.
Moreover, in terms of site selection, Grandma's handmade handiwork favors mid-to-high-end shopping malls, and has entered shopping malls such as Shanghai Ganghui Hang Lung, a number of MixC Malls, and Nanjing Deji Plaza.
According to the big data of Winshang, 30 of the 35 stores are currently open in shopping malls, mainly preferring mid-to-high-end, high-end and 10-200,000 shopping malls, and nearly half of the stores are distributed on the 1st floor at most.
From the perspective of the provinces and cities stationed, due to the small number of stores, Grandma's handmade products have limited access to the city, except for the base camp Guangxi, the entry is basically high-tier cities.
It can also be seen that the number of stores in Guangdong has reached 19 at most, and the main store cities are Shenzhen, Guangzhou and Foshan, with only 1 store, and the number has long exceeded the base camp.
On the other hand, it has 5 stores in Shanghai, 1 each in Nanjing and Chengdu. From the perspective of store layout, it is basically mainly in Guangdong and Shanghai, and Nanjing and Chengdu are newly opened cities.
An industry insider told the brand that Grandma's handmade several stores in Shanghai have a clear idea of site selection, basically around the popular business district to settle the store, and the current several stores cover different business districts, such as Huaihai Road, Xujiahui, Xintiandi, Zhongshan Park and Lujiazui.
Grandma's handmade work in Shanghai almost maintains a daily full order, that is, less than 300 orders are open to order, and there are people on social platforms who teach everyone how to order quickly and pick up leaks. Obviously, in the future, grandma's hand-made will continue to be encrypted in Shanghai in the future, and according to its speculation, the follow-up grandma's hand-made may be settled in Wujiaochang, Qibao, Gubei and other places. "Before the Lujiazui store opened, there were consumers who were looking for purchases on their behalf, and it can be seen that their strategy is to eat through a piece of area and then open the next one, so as to maximize the benefits, rather than blindly expanding. The person explained.
In this regard, Lin Yue, chief consultant of Lingyan Management Consulting, believes that in the context of the current price decline in the tea industry, the unit price of grandma's handmade customers is basically maintained at about 30 yuan. With the price positioning of grandma's hand-made, it is not an exaggeration to open to the core high-end business district, but it has more opportunities to enjoy the flow of petty bourgeoisie, and the unique hand-made tea is easy to impress these groups who are not sensitive to price.
Therefore, the future expansion will inevitably follow the idea of the layout of high-tier cities, after all, these markets have a higher level of consumption, and the acceptance and love of "handmade" are also higher, which is more conducive to opening up the market.
The only way for regional brands?
However, the development of grandma's handicraft is not all smooth sailing.
In September last year, Grandma Handmade announced that all milk-containing drinks and ice cream were upgraded to use "additive-free refrigerated organic milk" to replace Guangxi's specialty buffalo milk. However, this was not a simple change of raw materials, and Grandma's handmade approach caused a lot of skepticism, leading to her having to issue another statement the next day.
(Excerpt from the statement)
In the statement, Grandma said: "Priority over speed and profit, more priority than delicious, pure and reassuring", the new refrigerated organic milk has been researched for a long time and the cost is higher, but the brand has decided not to raise the price for the time being, so that more customers can taste it. Regarding the milk change, Grandma said: "This may be the most 'stupid' decision Grandma has ever made." ”
Many consumers are not satisfied with the brand's explanation, and some said that the handmade products of Grandma who have replaced buffalo milk are not so competitive, and they can choose other brands. A consumer who often patronizes Grandma's handmade products said that the taste is indeed not as good as before after replacing the buffalo milk.
A few days after Grandma's handmade announcement of the milk change, Heytea launched a new buffalo milk product in a high-profile manner, and said that "it is enough". In fact, buffalo milk is a specialty of Guangxi, and Grandma's handmade products have gradually changed with the scale of getting bigger and bigger, which can be said to be the most important raw material, so many people say on social platforms that it is no longer the light of Guangxi.
As for why Grandma's handmade water cow milk was replaced, it is better to say that it was a last resort.
A veteran of the tea industry told the brand that there are two aspects, one is the cost reason, the other is the lack of buffalo milk production, "as the grandmother hand-made in the country more and more stores, it needs more and more quantity; at the beginning of the water cow milk is mainly a unique geographical advantage, but as the industry has begun to use water cow milk, the price of upstream raw materials has risen; and the buffalo milk has high requirements on the supply side, and the store is relatively scattered, so it will inevitably lead to an increase in the price of transportation costs." ”
In addition, there are also product structure problems in Grandma's hand-made, such as Hey Tea and Nai Xue, which are mainly based on fruit tea, and the launch of buffalo milk products can balance its menu without over-reliance on a single raw material, while Grandma's hand-made almost all products need to use buffalo milk, so it has pushed up the cost again.
"It boils down to two words – cost. The person concluded.
However, this is also inevitable, when regional brands rely on local characteristics to get out of the circle, and develop outward, they will inevitably encounter such problems. In this regard, Lin Yue said that in order for regional brands to get out of geographical restrictions, they do need to get rid of some inherent elements, such as raw materials, dishes, regional culture and even brand names, etc., which are the only way for the long-term development of the brand.
Even so, in the subcategory of "handmade", grandma's handmade is still the head player. Previously, a number of brands emerged after the concept of hand-made became popular, and CoCo also incubated all hand-made to test the waters, among which Mubai handmade is currently a brand with more stores, but it is relatively low in terms of customer unit price and easier to expand externally.
However, overall, the brand is not large. In this regard, many people in the industry believe that hand-made is not a category of new tea drinks, but only a way to make it, and many tea brands today have hand-made this link. Judging from the practices of most brands, handmade milk tea is more based on high-quality ingredients and handmade in stores as the difference selling point.
Lin Yue also believes that hand-made is not the core advantage of grandma's hand-made, after all, many teas are also freshly made, and the ingredients are equally fresh. Therefore, the challenge of grandma's handmade in the future is mainly how to reflect her sense of luxury through products. "It is not easy to make consumers feel that it is worth spending more money to buy, spend more time waiting, and maintain the speed and freshness of innovation through the high-end and matching of raw materials and ingredients. ”
Obviously, for today's grandma's handicrafts, there is still a long way to go.
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