The ice cream at the tea shop is sold out!
Recently, Bingchun Tea urgently issued an "apology" statement, saying: Rainbow ice cream has been loved by consumers since its launch, and some stores have already been sold out, and I am deeply sorry for the shortage of supply this time. In the future, brands will also strive to improve to ensure that they can better meet the needs of consumers next time.
What is the difference between the ice cream products that have been sold out?
It turned out that the brand had given the ice cream a little "decoration": it sprinkled a rainbow of cereal on top of the ice cream to give the product a dopamine atmosphere.
In addition, there is also the rainbow popping candy sundae, whether it is the "clicking" sound of rainbow cereal in the mouth, or the "crackling" sound of the popping candy, consumers can feel the fantasy new experience of "beating".
Bingchun tea drink new product - rainbow ice cream
Of course, the creativity of new products is only one of the points of Bingchun tea to grasp the needs of customers in the sinking market, in the tea industry is very serious today, how does Bingchun tea run against the wind to enhance its competitiveness?
01 ■
Stick to the sinking track
Become a regional dark horse brand
According to the "2022-2027 China New Tea Demand Forecast and Industry Development Trend Prospect Report" released by the China Business Industry Research Institute, the market size of ready-made tea shops will reach 257.8 billion yuan in 2024.
China's sinking market, with nearly 50,000 towns and villages, has the broadest consumer base. In the context of fierce competition, many tea brands have also set their sights on this market and have seized this "nugget".
Founded in 2012, Bingchun Tea has been positioned as a "hot choice for young people in small towns" since its inception, with high quality, high service and low price as the core, and is committed to making young people in small towns drink good products with high cost performance.
It started from Xinxiang, Henan Province, and as of March 2024, more than 3,000 Bingchun tea stores nationwide have been contracted. From the perspective of its distribution, the number of stores in Henan Province accounts for nearly 30%, concentrated in third- and fourth-tier cities such as Xinxiang and Shangqiu.
Bingchun tea shop
In the early stage, Bingchun Tea Beverage deeply cultivated the development model of Xinxiang area, and opened nearly 200 stores around the four districts and eight counties of Xinxiang. This success not only shows that Bingchun Tea has a deep understanding under the regional model, but also lays a solid foundation for subsequent store expansion in other regions.
At the same time, Bingchun Tea has strict rules for the screening and control of franchisees, and franchisees who do not meet the requirements of the store and have the risk of closing the store cannot pass the customs.
This includes the requirement for the franchisee to take the store for a long time, Bingchun Tea has been tested, and the franchisee will bring 20% of the sales change with and without the store.
Bingchun tea shop
This is also due to the characteristics of the sinking market: due to the small proportion of takeaway in the store, customers are more accustomed to ordering on the spot, and the overall atmosphere of the Bingchun tea store is built around how to attract young people in small towns to stay and get together. Therefore, the boss is required to be in the store, to do a good job in the atmosphere, to do a good job in the customer relationship with old customers, and directly help the improvement of repurchase.
As for the ultimate cost performance, this is the "signature marketing" of Bingchun tea.
02 ■
The second drink of the year is 1 yuan
Create the ultimate price-performance ratio
Bingchun tea found that the consumer groups in the sinking market are more sensitive to the price of the product, so in terms of pricing, the main drink is less than 6 yuan per cup, and the ice cream is mainly between 2-4 yuan.
Ice Chun Tea - Ice cream sundae product
In 2019, Bingchun Tea began to launch the marketing strategy of "1 yuan for the second cup of 365-day full-field drinks", which is not only a store's promotional activities, but an important brand strategy in Bingchun Tea Drink's research and sinking market play.
Why did you choose this kind of activity? No one in my peers dared to do this, and no one wanted to do it.
Grasp the psychology of consumers, with the normalized promotion of "1 yuan for the second cup of 365-day full-time drink", most consumers feel that the discount is strong, and they are willing to buy 2 cups or even more cups of products, which makes Bingchun tea drink more than other brands to reach consumers.
Win by the volume of cups, and the unit price will not be low, but also ensure profits, prompting a surge in store turnover.
Moreover, the second cup of product can be selected on the menu, which gives consumers an additional product experience, and the success rate of the brand when launching a new product naturally increases.
Bingchun Tea - Tea products
Of course, the cooperation of franchisees is the difficulty of the event, so the strategy of Bingchun Tea is first to ensure that the gross profit is up to standard in the selection of products, and now more than 40% of the core raw materials are produced by Bingchun Tea's self-built factory.
Then it is the headquarters to bear the activity discounts, so that the store can attract customers no matter where it opens, while keeping the store's profit unchanged, so that the store can stand and stand firm.
03 ■
Digital and intelligent operations
Empower brands continuously
In the Bingchun tea store, whether it is the stickers on the walls, the store banners or even the border text on the menu, the slogan "1 yuan for the second cup of 365 days of drinks" will be displayed, constantly grabbing the attention of consumers and stimulating consumers' desire to buy.
Signature marketing: 1 yuan for the second cup of drinks for 365 days
All marketing strategies can only reach customers and make the strategy effective only when they are implemented at the store end. Especially when the number of stores reaches a certain size, in order to improve the operational efficiency of stores, digital intelligence is imperative.
Bingchun Tea Beverage is well aware of the importance of laying out chain operation and management in advance, and has adopted the standardized operation system of Hui's chain catering stores, so that the headquarters and stores can really work together and drive the improvement of overall operational efficiency.
For example, in order to present the atmosphere of "1 yuan for the second cup of drinks in 365 days", in order to present the atmosphere of all stores to achieve the unified standard of the headquarters, Bingchun Tea will arrange operation specialists to stay in the store on Saturdays and Sundays to lead and help the stores to do a good job of "four sets": arch + inflatable model, red carpet, banners, audio, and publicity actions on multiple platforms online and in the private domain.
Supervise and comment on the display of the store's four-piece set and the online publicity of the store's self-inspection in the operation of Huihui
In order to ensure the implementation of these actions, Bingchun Tea has set up a template of "four-piece self-inspection" and "operation specialist inspection" in the store through Hui Operation.
Stores do a good job of self-inspection, operation specialists online and offline checks, in addition, there is also a requirement for the management to complete 20 store inspections every month. There are more than 300 "management flight inspection reports" in the operation of Hui every month.
Multi-level checks to ensure the effective implementation of activities can also help franchisees reduce management difficulties. If there is a big difference between the store inspection score of the management and the store inspection score of the operation specialist, it is necessary to dismantle the reasons for the difference.
The difference in the inspection score of different levels automatically obtained by Wisdom Operation (schematic diagram of the module, not the data of the enterprise)
In addition, the callback of marketing campaigns on Wisdom Operations can further visualize the effectiveness of the campaign, and the brand headquarters can better analyze whether the campaign is available for all stores, or whether the corresponding campaign can be done at the right time to increase the store's turnover.
Bingchun Tea Beverage has formed a closed loop of personnel training, franchisee management, operation management and other aspects through the smart operation system, so that the entire process of store opening and store management can be digitized, and further ensure the high-frequency interaction and effective collaboration between brands, stores and franchisees.
In terms of employee training, whether it is store staff, functional or operational staff training, the smart operation system can ensure the execution degree of employees, and set up corresponding assessment questions, so that employees can not only "do" but also "do well", so as to improve the stability of production.
The data feedback after the operation specialist's store visit has also been greatly improved. Bingchun Tea said that before the use of Hui Operation, there was no way to achieve accurate and scientific presentation of relevant data, so it required manpower to manually calculate. After using smart operation, relevant data can be automatically generated to avoid data loss, which can reduce store operating costs to a certain extent.
Smart Operational Data Cockpit (schematic diagram of the module, not the enterprise data)
In addition, in terms of franchisee management, through the digital refinement of smart operation, we can see the operation status of different stores in different provinces and cities, which is more conducive to the brand to adjust its regional strategy.
It is reported that the second store franchisees of Bingchun Tea Drink have reached 50%, and the store closure rate is within 3.5%. Behind these data, it comes from Bingchun Tea's accurate grasp of market positioning, as well as its comprehensive capabilities in product innovation, cost performance, digital operation and brand marketing.
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With the increasing trend of automation of milk tea machinery and equipment, Bingchun Tea has also made new breakthroughs in independent research and development of intelligent equipment, which has further helped stores improve human efficiency and ensure production standards and food safety issues.
At the same time, Bingchun Tea has attacked overseas markets and has opened more than 60 stores in Southeast Asia, and there are also domestic franchisees who follow the pace of the headquarters to open stores in different countries and develop together with the brand.
In short, if a brand with a scale of 1,000 stores wants to succeed, it not only depends on the power of the brand, but also on the operational ability. Only by building a good foundation for digital intelligence can we keep up with market demand and stand out in the ever-changing competitive dimension.