Xiao Rong, founder of Tea Tailiangpin: The development trend of tea drinking regionalization is gradually rising

After experiencing rapid development, expansion and reshuffle in recent years, the tea beverage brand has a new direction in the market layout planning. Recently, at the 58th China Franchise Exhibition, a reporter from Beijing Business Daily interviewed Xiao Rong, the founder of Tea Tailiangpin, when referring to the overall planning of Tea Tailiangpin this year, he said that continuing to deepen the Beijing-Tianjin-Hebei market is still the main direction of Tea Tailiangpin in store expansion. In Xiao Rong's view, the current tea market head brand is basically established, many tea brands began to take regional development as the entry point, the formation of certain regional characteristics and then layout the country, which is not only the current development trend of the tea market, but also a challenge for many tea brands.

There are more than 100 stores in Beijing

The Beijing-Tianjin-Hebei region is still the main position of tea Tailiangpin. When referring to the tea Tailiangpin store planning, Xiao Rong said that the goal of opening stores this year is to reach more than 100 stores in the Beijing area. In Xiao Rong's view, there is no representative local brand in the Beijing-Tianjin-Hebei market, especially some southern head brands such as Chabaidao have entered the Beijing market, and brands such as Tea Tailiangpin need to maintain the existing style and not be chaotic due to peer competition.

Tea Tai Liang, which previously focused on directly operated stores, will shift its focus to joining in the future. "At present, the proportion of direct sales of tea Tailiangpin is about 25%, mainly based on franchise, and it is also hoped that the human and financial resources of opening direct stores will be converted into service franchisees, so that the interests of franchisees will be greater." It can be seen that franchise expansion is the main channel for its next expansion market.

In terms of scenes, shopping malls with rich sources of passenger flow are also the focus of the future development of Tea Tai LiangPin. Xiao Rong said that due to the large passenger flow of shopping malls, it can attract consumers in different periods of time and surrounding business circles, and shopping center stores will be the main store type of Tea Tai Liangpin in the future. However, other scenes such as commercial streets and office buildings will also be tried.

Regional development is conducive to improving food safety

The reason why tea Tailiangpin does regional development, Xiao Rong also has his own logic, in his view, regional development can effectively shorten the distribution radius, "for example, now we plan to dig deep into the Beijing-Tianjin-Hebei region, we will establish an hour distribution circle, that is, take the high speed for about an hour to reach the location of the store, so as to ensure the quality of fresh fruit and cold chain transportation ingredients and food hygiene and safety, can solve the problem of the use of raw materials that do not meet the standards in the process of franchise management."

In addition, because to establish regional brand influence, it is necessary to put food safety in a very important position, such as using the preservation technology of frozen fruit as much as possible in the store to ensure the freshness of the store fruit, reduce the loss rate of raw materials such as fruits that are easy to deteriorate, and this technology also reduces the steps of processing fruits in the store, these ways are effective means to reduce the occurrence of food hygiene and safety incidents, which is also very conducive to reducing the management difficulty of the brand side to the franchisee.

Regional development can also be more flexible to adjust product mixing to meet the needs of local consumer groups. For example, in the north, winter is no longer suitable for the main promotion of fruit drinks, can be adjusted to promote milk tea products, such adjustments and collocations are to be closer to the needs of local consumers, so it is easier to make targeted adjustments.

Attack from point to surface

In Xiao Rong's view, the current pattern of the domestic tea market has been relatively clear, starting in Shenzhen's Xi tea, Nai Xue's tea sits firmly at the head of the market, and expands and develops nationwide, they have attracted a large number of high-quality stores, capital, raw material resources, the possibility of similar brands in the future domestic market is not large. But this does not mean that the new tea market is saturated.

"In the future, the domestic tea market is expected to appear more and more regionalized development of brands, these brands start in different areas, product characteristics will also show more and more diversified trends due to the characteristics of the region, and there are tea faces that have taken such a development route." Xiao Rong said.

In fact, the development of regionalization can indeed give more regional characteristics to the brand, which can also promote the brand to form its own product characteristics in the development process and avoid homogeneous competition with the same type of brand. In addition, from a certain area of advantage is also more conducive to the development of branding, because the difficulty of seizing the national market is too large, but the difficulty of seizing a certain area is currently relatively low, if you can form your own brand awareness and scale advantages in this area, then it can also help the brand attract high-quality resources in this region in the future development process.

Beijing Business Daily reporter Guo Shihui intern reporter Zhang Tianyuan