In this summer, when consumers are about to get tired of drinking light milk tea and fruit tea, a very retro drink has quietly become popular among young consumer groups. Brown sugar bubble tea can be said to be the enlightenment product of many consumers for milk tea, and I still remember that when the concept of milk tea first became popular, a cup of brown sugar pearl milk tea can be described as synonymous with fashion. However, today's brown sugar bubble tea is becoming popular again and leading the fashion, not only because it is delicious, but also because of the concept of "ready-made" that consumers value more.
Nowadays, it can be seen that more and more stores focusing on brown sugar bubble milk tea have appeared on the street, although the store area is generally not large, but it has attracted many consumers to come to spend and check in. After understanding these young consumers, it is found that many consumers come to buy this brown sugar pearl milk tea because of the "freshly made", so is the pearl milk tea that is boiled and scooped pearls really attractive by virtue of "freshly made"?
01.
Is the current system a gimmick?
Now the main brands of freshly made brown sugar bubble milk tea are Wen Dangjia handmade, Yongmin handmade, Chen Wending brown sugar pearl milk tea, etc., although these brands are slightly different, but the biggest common denominator is the main brown sugar pearl milk tea. In addition, most of these stores are small in size and have no seats, so consumers can only buy and go, and because the store area is not large, the store staff is relatively small, and the product production speed is not fast, so the store door is usually full of waiting consumers.
But the most attractive part is the "freshly made" slogan of these bubble teas, there will be specific clerks in the store to boil the pearls, and after the rich brown sugar pearls are boiled, there will also be someone to scoop them into the cup from the pot. However, there are also many consumers who think that this kind of "freshly made" is actually just a gimmick, after all, in fact, most of the chain tea brands of pearls, taro and other small ingredients are also freshly cooked on the same day, so this kind of "fresh" bubble tea is just moving the behind-the-scenes work to the front of the stage, and the meaning of the performance is stronger.
02.
Marketing of product quality
In fact, in the past few years, many consumers were not very concerned about the raw materials and production methods of milk tea, but with the continuous upgrading and involution of the tea industry, consumers can choose more and more healthy tea brands.
Therefore, consumers who began to reject "non-dairy creamer" milk tea prefer real milk tea, especially fresh milk original tea products are more popular. The main "freshly-made" brown sugar bubble milk tea is to make a ruthless improvement on consumer pain points, and the marketing of raw materials, handmade, real materials and other elements will not cause consumer disgust, but will reap unexpected results, so "fresh" brown sugar bubble milk tea will be so out of the circle this year.
03.
Can it be Changhong?
Although the freshly made brown sugar bubble milk tea has become popular among young consumers, many consumers still have doubts about whether the big item of bubble tea can be Changhong. It is undeniable that the freshly made brown sugar bubble tea is very friendly to both merchants and consumers, for merchants, such a small volume of shop rent is cheap, decoration does not need to be very complicated, the overall initial investment is not high, it is a low-risk business. At the same time, for consumers, the price of freshly made brown sugar bubble milk tea is usually 15 yuan for 2 cups, which is really cost-effective compared with other chain brands, so the popularity of freshly made brown sugar pearl milk tea also has its advantages.
However, there are not many SKUs, although the product taste is stable but not innovative, and the vast majority of stores are facing serious problems of homogenization, which is also the reason for the development of freshly made brown sugar bubble milk tea. And whether Changhong can be in the future really depends on how these brands, which are extremely similar in terms of products and store styles, can break the same spell and develop creative new products. After all, in the tea beverage track, where the involution is extremely serious, the competitiveness of core products is the king of final development.
· Some of the pictures in the article are from the Internet, and the copyright belongs to the original author