In recent years, there have been more and more milk tea shops on the streets of Taizhou, and all kinds of internet red milk teas have emerged in an endless stream. According to incomplete statistics, there are more than 20 milk tea shops in the East Business District of Taizhou City alone, many of which are newly opened this year. Is the milk tea market really that big? Milk tea has more and more tricks, the price is getting higher and higher, is expensive milk tea healthier? Which people are drinking milk tea and why do they like it?
With these questions in mind, the reporter visited a number of milk tea shops in Taizhou.
Milk tea shops are opening more and more, and the profiteers are in the minority
At 6:30 p.m. on November 29, a long line was formed in front of the "Neon Tea Dance" milk tea shop located on the first floor of Yintai City, Linhai City. Greeting guests, making orders, and making milk tea, the owner Qian Jiaqiao and two clerks were busy.
"Business is better on weekends, and there aren't so many people on weekdays." Between breaks, Qian Jiaqiao opened the conversation box. This girl just graduated from college this year, because she loves to drink milk tea, so she decided to open a milk tea shop.
The shop is about 10 square meters, antiquely decorated and has been open for three months. Although the façade is not large, Qian Jiaqiao revealed that he has invested a lot of money: "The store rent in the mall is very expensive, and it costs 140,000 yuan a year." Counting the franchise fee, rent, deposit, etc., more than 500,000 yuan has been invested. ”
She calculated the costs of rent, water and electricity, raw materials, labor and other costs, "selling two hundred cups a day to preserve the capital." In fact, because the milk tea shop was located in a relatively remote location in the mall, business was not as good as she expected. "When it first opened, in order to raise awareness, we ran a promotion campaign of 'buy one get one free' and sold more than a thousand cups in the first month. The following month, sales fell sharply. Now, there are a little more people on weekends, and business is dismal Monday to Friday. In the winter, the number of customers drinking milk tea has decreased, and almost all of them have been operating at a loss this month. ”
Regarding the future development plan of the store, Qian Jiaqiao is also a little confused: "The brand we joined is more famous in other places, but there are not many people who know in Linhai, and it may get better in the future." ”
Like Qian Jiaqiao, Mr. Hu, a young man after the 80s, also chose to open a milk tea shop because he loved milk tea.
Mr. Hu's "Leaves and Tea" is located on the third floor of Wanda Plaza in Taizhou City, with an area of 50 square meters. In addition to the bar, there is also a seating area.
He told reporters that the annual rent of the store is 300,000 yuan. However, at present, he is not worried about business problems, "Now it is the off-season of milk tea, and our monthly turnover is between 120,000 yuan and 150,000 yuan." Spring Festival and summer are the peak seasons for milk tea, and business should be better when the time comes."
The milk tea shop of the post-90s young Wang Jiang opened in Yong'an Street, Baishuiyang Town, Linhai City. After graduating from college, he has been doing business outside the home. In 2018, he was married and had children, and decided to start a business in his hometown: "The milk tea shop is clean and tidy, easy to get started, and you can open it after a period of study." ”
When it first opened, the milk tea shop was still doing well. "Our milk tea is not expensive, and we can sell two or three hundred cups a day." Milk tea profits are OK, Wang Jiang is the boss and employee, labor expenditure is not much, so the operating situation is more optimistic.
This year, Wang Jiang found that the milk tea business was not doing well. "More and more people are opening milk tea shops. Wing On Street is the center of town, and at the beginning there were only 3 milk tea shops on this street, and now there are 6. There are more stores and the pressure of competition is also greater. Every store is engaged in activities, and the profit margin is getting smaller and smaller. ”
Wang Jiang roughly calculated that in addition to the cost of rent, water and electricity, this year's turnover has been unable to guarantee the principal. "The rent will be due in three months, and when the time comes, I want to get this store out and find other livelihoods."
In Wang Jiang's view, many peers are more blind when investing: "They only see that more and more people have drunk milk tea in the past two years, and they feel that opening a store is stable and profitable." In fact, many milk tea shops can not make money, only a small part of the money, such as our local well-known brands, or some of the big brands that joined, their customers are more stable. ”
During the visit, the reporter learned that many milk tea shop owners are post-80s and post-90s, most of them are involved in it because they love to drink milk tea or think that the milk tea market profits are high, but the real profits are a minority.
Milk tea raw materials upgraded, doctors remind that it is still not advisable to drink more
In addition to the blossoming of stores everywhere, in recent years, the varieties of milk tea have become increasingly diverse, and the price has soared. Not only that, with the rise of cheese milk cover tea, the traditional milk tea beverage has been upgraded from crushed tea and creamer brewing to a higher quality tea and fresh milk production level, which has realized the upgrading of the tea drink itself.
"We specialize in new Chinese teas, divided into four categories: cream tea, milk foam tea, cheese tea, and fruit tea, with a total of 28 models." Qian Jiaqiao introduced.
She said: "Because I love to drink milk tea, when looking for a franchise brand, I pay special attention to the quality of raw materials. Good ingredients can make good milk tea. All the tea bases in our shop are freshly brewed teas, and we also select Swiss Nestlé milk, New Zealand Anjia light cream, Anjia cheese and so on. ”
Mr. Hu told reporters: "In addition to more than 20 regular drinks, 'Leaves and Tea' will launch several new products every month. For example, now that strawberries are on the market, our new product is the strawberry series. Last month's new product was the soy milk series, which was preceded by golden chestnut, mango, grape series, etc. ”
In the selection of materials, Mr. Hu is also very careful. "Now, consumers are paying more attention to health in their diet. The most important thing about milk tea is milk and tea base, we use original imported milk, there are 11 different tea bases, and fruit tea uses freshly cut fruits, such as 'green cheese', we are made of Haruo grapes. ”
While the quality is upgraded, it is naturally accompanied by price increases. The reporter visited the stores of many high-end milk tea brands and found that the average price of most milk tea was about 20 yuan. Taking "leaves and tea" as an example, the most expensive milk tea is 26 yuan, the cheapest price is 15 yuan, and most products are around 22 yuan. Another example is the net red milk tea brand "Xi Tea", the price of several expensive milk teas exceeds 30 yuan, and most teas are priced at about 25 yuan.
Are these high-priced milk teas really healthy? To this end, the reporter interviewed Zhang Lijun, senior nutrition and health care professional in the Nutrition Department of Taizhou Central Hospital.
"If it is milk tea made of fresh milk and tea leaves, consumers can drink it with confidence." Zhang Lijun said, "But if it is mixed with creamer, it is definitely not good for health." In addition, there are many ingredients in milk tea that are not easy to metabolize, such as pearls in bubble tea, which are not made from pure food processing, and preservatives and coagulants are also added. Milk tea is also relatively high in sugar content, and it is easy to get fat when drinking too much. Especially children, are in an important period of growth and development, drinking milk tea will affect the normal appetite. Citizens who love to drink milk tea, I suggest that we must control the amount, and should not drink often and drink more. ”
"Knowing that drinking too much is unhealthy, but can't stop"
On the evening of December 1, Xiao Shen, a citizen of Jiaojiang, and his friends went shopping in the Modern World of the East Business District. When passing by the milk tea shop on the first floor, the two of them stopped at the same time, "Buy a cup of milk tea and go shopping again."
As a post-90s, Xiao Shen and his friends love to drink milk tea, and when they go out to meet a milk tea shop, they can't help but buy a cup. "They all say that it is not good to drink too much milk tea, I don't know what will be wrong, and I don't feel anything unusual when I drink it, so I continue to drink it." Xiao Shen said, "I don't drink much in winter, and I only buy a drink when I go out." In the summer, our office will call milk tea takeaway almost every day. ”
"What's your favorite drink?"
"Milk tea, of course." In the face of reporters' questions, Wen Ling's Xiao Chen answered without hesitation. This girl especially likes milk tea, especially in the summer, and drinks one cup almost every day, "when the mood is not good or is particularly good, maybe two cups."
In Xiao Chen's view, "milk tea and summer are a perfect match." "It's so hot, you can't do anything to lift your energy, drink a cup of milk tea with ice will feel refreshed." Even in the winter, her love for milk tea is still undiminished, "basically every other day I still drink a cup." ”
Xiao Chen said: "I know that drinking milk tea is not healthy, because even if the raw materials are used well, there are still many fructose in its added ingredients. But milk tea is delicious, and it feels uncomfortable to drink for two days. ”
Jiang Starling, a linhai resident born in 1997, is also a milk tea lover. He told reporters that he would order a cup of milk tea almost every day in the summer. "For me, milk tea is the same as Coke and Sprite, but it tastes better." Now there are many types of milk tea, and each flavor can be tasted, and it can not be repeated for a long time. ”
Since the beginning of winter, Jiang Starling has reduced the frequency of drinking milk tea. "An average of two or three cups a week, maybe it's cold and you don't want to drink it so much." I found that drinking too much milk tea does make me fat, so I have been restraining recently, but it is still difficult to completely quit milk tea. I know that drinking too much is unhealthy, but I just can't stop. ”
Lily is a teacher at a tuition institution in Jiaojiang District, and often takes advantage of her breaks to go to the milk tea shop to buy afternoon tea. "My colleagues and I in the office order milk tea takeaway every few days, and we drink all the milk tea shops along Camping Road and the East Business District." She especially likes the "ancient tea" of poplar nectar and cheese grapes, "it seems that no matter how you drink it, you won't get tired." ”
Luqiao people Xiao Qiao will have a rapid heartbeat as soon as he drinks milk tea, and he is prone to insomnia at night, but occasionally he still can't help but drink. "I just think it's delicious, and I'm happy when I drink it."
For youth, dry this cup of milk tea
Bristling
As seen at the door of the milk tea shop on the street, the largest consumer group of milk tea is the post-95 and post-00s.
Of course, the post-80s and post-90s also love milk tea, but they order more takeaways. Because of the busy work and the large amount of purchase, colleagues often form groups to place orders and "continue their lives" for themselves between work.
Of course, this is a judgment I made in combination with my own life experience, which is not so accurate. But the milk tea industry, from the emergence to the fiery, the biggest accelerant is the youth of these generational young people.
Parents are hindered by unhealthy reasons, and they can't quit their children's milk tea addiction.
"What's so good about milk tea?"
I think that except for a few young people who know how to taste very well, most of the milk tea consumers who have a cup a day or a cup a day can't say anything except "milk, tea, and fruit".
In the last paragraph of this issue, the interviewee said the truth: "Drink it and be happy." ”
Sugar is addictive and produces a "sense of well-being" in our brains. Young people who no longer need a full meal to "improve their lives and gain a sense of happiness", sweet and sticky packaged and beautiful milk tea, is their malt milk, canned yellow peach and white rabbit milk candy.
A generation has a gastronomic memory, which is a naturally formed social trend. However, this industry group and consumer group formed by milk tea have created an overly crazy consumption phenomenon. It shows a sense of absurdity, allowing people who really have feelings for food to see the barrenness of the younger generation in the pursuit of taste.
Fortunately, after drinking so many years, the children who drank milk tea also became adults, and they pushed forward the milk tea shop operators to use fresh milk and tea. People like me who have no feeling for milk tea and fruit tea have also drunk amazing tastes in some high-end brands.
But at the end of the day, the milk tea industry is still an overly pretty kaleidoscope. The taste and recipe are the same every year, which is essentially similar to KFC with a constantly changing menu - the best thing is the chicken thighs and burgers, and everything else is selling "traffic".
People who really like a certain milk tea, after the big wave of sand, in the vast milk tea shop signboard, can no longer find that one. That kind of loss, it's really sad.
When it comes to the loss of milk tea, I also have it. That cup, however, carries the memories of my youth.
It was visible all over the street that year, and it announced to everyone that the milk tea it sold could circle the earth one after another.
At that time, we firmly believed that such a good milk tea, such a cattle enterprise, will one day be able to sell to Mars for as long.
But now, it is difficult to find this brand of milk tea on the eye-catching shelves in supermarkets.
People who drink milk tea are really fickle. For youth, they can dry cup after cup of milk tea.
However, the passing youth is not over, and the milk teas have killed themselves.
Source: Taizhou Net, China
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