In recent years, the development of the domestic tea industry can be described as speedy. According to statistical data, in the past five years, the number of tea brand stores nationwide has increased from 190,000 in 16 years to more than 500,000 in 20 years. From the perspective of industry scale growth, the platform has steadily increased by about 60,000 per year; at the same time, statistics show that the national tea sales volume has increased from 4.85 billion cups in 2016 to more than 10 billion cups in 2020; while the market size of the national tea drink has grown from 53.4 billion yuan in 16 years to more than 100 billion yuan in 2020, and the popularity of the domestic market is self-evident.
Although the consumer market has been sinking in recent years, and many tea brands have also sunk to the second-tier cities to find development space, it is undeniable that the business opportunities in the first-tier and second-tier cities still exist, and their profit space and market superiority cannot be underestimated. Many merchants are still "fighting hard" in high-consumption cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, forming a dark horse posture with their products out of the circle, and spelling out their own brand value in the market full of tea shops in Beijing.
Among the many tea brands this year, one of them has opened more than 130 stores in less than 5 years, and there are 86 stores in Beijing alone, which has almost covered all the mainstream business circles in Beijing, and a signature milk tea can sell more than 2 million cups a year, and its single product is even 20% of the total sales. "Tea Tai Liang" is out of the circle in a city like Beijing with high rent pressure and high labor cost pressure. So how exactly did they do it? What can we learn as fellow caterers?
With the explosive single product "feeding back" brand
In such a crowded tea market in Beijing, the reason why "tea too good" can be well out of the circle, the first point is driven by its signature "Big Devil Black Diamond Roasted Milk" this explosive single product, according to the data on the public reviews, this product has sold 2 million cups a year, while consumers added labels are concentrated in the material foot, good taste, silky taste, delicate and so on, and such a product is only sold for 15 yuan.
The reason why this product can be so popular is inseparable from the choice of raw materials for the product. As we all know, many of the raw materials used for milk tea seasoning in the domestic market today are fructose, but with the slogan of "low card, low sugar, low fat" in the domestic consumer market in recent years, it has become louder and louder. The health of material selection is valued by more and more mainstream consumer groups. According to the understanding, the raw material ratio of this big devil black diamond milk tea is mainly based on black diamond crystal balls, roasted milk jelly and oolong tea, and through the consumer market demand, the original fructose syrup is upgraded to 0 calorie xylitol syrup. This makes this product allud to the trend of the majority of consumer groups pursuing health, low card and low sugar.
At the same time, the product in the taste in line with the northerners prefer the strong fragrance, "big devil" this milk tea has a clear caramel roasted aroma, as well as the strong aroma of oolong tea, thus in the taste of the majority of consumers accepted. At the same time, in Beijing, a city with little land, the product is priced at 15 yuan, and in cities with a very high per capita consumption level, it can be said that the advantage of cost performance is very obvious.
From this, we can see that after satisfying consumers in terms of taste and cost performance, it can be a good increase in sales, and when the ratio of the product is in line with the trend of mass consumption, it is easy to make the product have explosive attributes. The high sales of products have driven the development of the brand, which is one of the reasons why Tea Tai liangpin can survive in a first-tier city like Beijing for a long time.
In doing so, it can stand firm under the "encirclement and suppression" of the industry
If you want to make the brand develop for a long time and be able to stand firm, tea is indeed a good idea. According to the existing menu of the store, the brand is currently very rich in addition to the mainstream milk tea in various markets. As a tea product for young consumers, its snacks such as fried chicken, chicken steak, rice cakes and so on are very rich. Today's young people's milk tea benchmark snacks, just like late-night fans' beer benchmarks all kinds of spicy stir-fried seafood, has leisure and social attributes.
At the same time, in order to better shape the brand image and brand culture, Tea Tai Liangpin is jointly branded with the Arctic Ocean, and around its Arctic Ocean, it has launched Hawthorn in Beijing, strawberries in Changping, cheese, jasmine tea and so on to continuously do product innovation. When the brand image is more three-dimensional, the cost performance is higher, the products are more abundant and can meet consumer demand, the brand can also begin to gain a foothold in the highly competitive market.
The "145" development model allows brands to seize the market more "three-dimensionally"
At the same time, in order to enable the brand to develop rapidly and better improve the exposure of the regional market, they also explored the "145" model.
"1" refers to having a direct flagship store of more than 60 square meters in the area to stabilize the development of the brand area.
"4" is worthy of quickly opening 4 20 square meters of directly operated small shop matrix around the flagship store, Xiaobian believes that this can be a good way to improve the exposure of the brand area, as well as regional influence. When brand exposure increases, consumers' choice increases.
"5" refers to the proportion of franchise stores that are also close to this operating model, and the reason for this is that when the model is mature, it can be conducive to the replication of store development.
From the current point of view, the model of using large flagship stores to drive the overall regional matrix development is very successful, successfully allowing Tea Tai Liang Pin to stabilize its foothold in Beijing and seize a certain market.
The fierce competition in the tea market, in the first-tier cities is no less than the degree of the typhoon in the eye of the storm, can successfully "out of the circle" under such high pressure to obtain a place, enough to show that the brand has a strong product strength at the same time, the ability to resist the pressure of the business mode is not to be underestimated, from the current point of view, tea too good products whether from the performance of the product or business model are remarkable, enough to become a teaching case for catering people.