To say that the two sons of the Hollyland family are really idle, the second son is riding on the dessert research and development track, and the eldest son has been holding back a big one recently.
Recently, the eldest prince Luo Hao opened a new Chinese creative bar called "March Moon · Dragon", and the decoration style of this store really has a feeling of "entering the door and ascending the throne".
There is a silver dragon statue hovering in the center of the store, I have to say that the queen was shocked, isn't this really the Jinluan Palace?
Underneath the dragon statue is the bartender who is busy making drinks for customers, and the chef in the imperial dining room is finally on the table!
By the way, the bar with the name "Dragon" is of course not lacking in a variety of visual designs based on dragon elements.
Looking at the design of this store, the queen guessed that the drinks and service of this bar must also be hidden in the flowers.
Use a lamp to shine on the wine list of "Sparrows Turning into Phoenixes".
A tattoo sticker that comes with the purchase of alcohol
(Image source@NEW Catering case design)
Even the drinking utensils are varied, including bird cages, steamers, cups in the shape of dragons, and glass bottles with crickets printed on them......
The name of the wine is also quite Chinese-style cultural heritage: fireworks are easy to cold, ice jumps carp, crickets lead to secluded, birds sing and feast......
Speaking of this, the queen is also very excited, but when I saw that the bar was located in Sanlitun, Beijing, and thought that the owner of this bar was Luo Hao, who specialized in the high-end product line "Black Swan", I still retired first......
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In fact, there are not a few brands that do wine business across borders.
Mixue Bingcheng, which focuses on low-price strategy, opened a craft beer brand centered on "youth culture" - Fulujia Brewery through Henan Fulujia convenience store.
If it is a new business of Mixue Bingcheng, this kinship is revealed everywhere in the store.
For example, the Fulu family also has its own IP image "Little Deer", and from time to time it also appears with the eldest brother "Snow King".
For example, the design style of the menu, in addition to the IP image, uses the picture of the main product as the border decoration, supplemented by the fresh fruit pattern corresponding to the drink taste, and at the same time highlights and amplifies the selling point of the main product in the form of copywriting.
In terms of products, most of them are fruit beer and tea beer, catering to the needs of young people for beer taste.
The pricing is also based on low prices, with a single cup controlled within 10 yuan, but the characteristics of craft beer are also added, and larger capacity bags are introduced.
After talking for a long time, I think it is not so much that the Fulu family operates the brand according to the big brother Michelle Bingcheng, but that craft beer is about to start the development path of new tea drinks.
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If Fulujia is a small test for a new tea brand when it first enters the alcohol market, then opening a tavern with a pleasant face can be called ambitious.
According to the Queen, the tavern newly opened in April this year serves both tea and liquor, focusing on Chinese cocktails and cocktail tea.
Tea Yan Yuese also gave this tavern a literary name - "Day and Night Poetry Wine Tea · Art and Culture Tavern"
But sometimes it is too literary and artistic to make consumers unpredictable, and even make people toe out of a villa.
No, the product name of the tavern makes i people unable to speak.
The queen couldn't imagine that the customer had to say to the clerk when ordering: "Help me order a drink", "I am Sun Jingwen", "Lonely and lonely", "Strange, full of wounds", "He loves me, stammering"
Although the name of the drink is somewhat abstract, there are solutions, such as pointing to the text on the menu and saying "help me have a drink of this"
In addition, there are snacks to accompany the wine.
This tavern is configured, and the tea and face seem to be real.
It's not just a rhetoric to say that Cha Yan Yue Se is ambitious, because even before the opening of this tavern, their other sub-brand "Yuanyang Coffee" had already launched alcoholic drinks.
(Photo source: Xiaohongshu @ Taro Round Bubble)
And according to the current audience feedback, consumers generally have a higher evaluation of the alcohol products sold in "Yuanyang Coffee".
In July this year, Chayan Yuese derived a new business "Yuanyang Coffee· Night Tavern" from the original sub-brand "Yuanyang Coffee"
It has also been upgraded to a more Chinese-style version with wine and snacks.
The day coffee and night wine can be regarded as making the tea and the color of the tea understand.
In addition, the two pubs also launched peripheral products that combine Chinese aesthetics with young people's attitude to life.
Cha Yan, do you dare to drive out of Changsha to see the strength?
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After watching the marketing actions of these brands, I can't help but wonder why there are so many "new alcoholic" brands in the consumer market.
First of all, from the perspective of consumers, unlike the functional effect of coffee to refresh the mind, in addition to the same social attributes, the physiological effect of alcohol has become a medium for some young people to relieve life pressure and release negative emotions, especially the "light drink" category with low alcohol content.
As a result, a variety of pubs have also been born to meet the preferences of niche circles, such as the Jumping Sea Tavern, which has become a "spiritual shelter" for urban migrant workers in recent years, and the "Academic Bar" launched by Xiaohongshu.
曾经的护肤界秘籍“早（V）C晚（V）A”也被打工人重新定义成“早C（offee）晚A（lcohol）”的生活方式。
Secondly, from the brand's point of view, this is undoubtedly a good time to expand new business from the tonality of its own brand.
After gaining insight into the psychological and emotional needs of consumers, what the brand has to do is to play a differentiated marketing strategy according to local conditions, and the more novel the business theme and the stronger the atmosphere, the easier it is to win the favor of the audience.
Hollyland has its main business dessert line as support, and also makes new attempts in pet baking and milk tea tracks, and this Chinese bar can be called an action to prepare for entering the alcohol market in all aspects.
Continuing the brand's low-price strategy, the product also focuses on the "light drink" type of fruit and tea flavors, and the simple production process is even more efficient than its own tea drinks.
Combined with the living habits of local consumers, the tea and beauty expand the consumption scene of alcohol products, and combine traditional cultural content and youthful emotional expression to improve the added value of products.
It can be seen that in addition to the brand's main business, building a brand matrix through "side business" and making up for the shortcomings of the category has become a way for the brand to find new profit points.
Finally, from the macro perspective of market development, the innovation space of new tea drinks has been relatively saturated.
Although brands have never stopped competing for the market of milk tea and coffee drinks, there is a large gap in the market for alcoholic beverages for brands to play.
As far as the craft beer market is concerned, beer industry data shows that the domestic craft beer market is expected to reach 87.5 billion yuan by 2025, with a penetration rate of 11%
In 2020, China's craft beer sales accounted for only 2.4% of the overall beer market, and according to the United States Brewers Association, in 2019, United States craft beer accounted for 25% of the beer industry's sales.
Referring to the United States market, Chinese craft beer also has great room for growth.
However, the other side of the market vacancy is a variety of unknown challenges and problems, whether the blue ocean can be turned into an opportunity also needs to be continuously improved by the brand in the operation of the existing problems, strengthen the control of product and service quality, but also pay attention to maintaining the reputation of the main business, can not take care of one and lose the other.