Recently, a new brand settled in the market, and caused a wave of discussion, the original cheap route of tea too good, suddenly launched a high-end beverage brand - cow tea, worthy of cow tea, settled in the location are skps, Xintiandi, Wangfujing and other high-end shopping centers, and improve the overall average price of the brand, the unit price of customers up to 50 yuan or more, by consumers jokingly called "Milk Tea in the Hermes", according to the founder' introduction, the new brand is taking the light luxury drink route, and tea Too Good Products is completely different, And the cost of joining the tea too good products has also plummeted, which is to fully support the new brand?
The overall transformation from traditionalization to informatization
According to the person in charge of Tea Tai LiangPin, the brand is currently in the stage of business transformation, hoping to create an integrated new management model through informatization, and also hopes that through this major reform, the brand can be more personalized. It can be intuitively seen that the stores under the two brands of Tea Tai Liang Pin and Niu Tea have launched an information system in accordance with the requirements of the headquarters - the SaaS system of the Ula La store, which can make the operation transparent and provide support to investors in digital aspects.
Reduce franchise costs
On the other hand, with the continuous expansion of the scale of cross-regional chains across the country, Tea Tai Liang Pin is also seeking an effective way to fundamentally reduce costs and increase efficiency, and the cooperation with Twenty-Two Cities in the new system has allowed Tea Tai Liang Pin to find a shortcut. Before the brand headquarters adopted its own rental warehouse self-distribution program, but the disadvantage of this program is that you need to maintain your own car, and pay the driver's monthly salary, the cost of these aspects is very high, so the working hours can not be maximized, which is very uneconomical for the headquarters. However, after joining the system, many tea tai liang product franchisees have found that the twenty-two cities of Hulala have not only brought convenience, but also reduced the cost of the entire supply chain by 20%.
Change brand positioning
Brand tea Tai Liang Pin has always been positioned as a "milk tea researcher", focusing on the category, people think of tea Tai Liang Pin, will only think of an ordinary milk tea shop, and did not play a differentiation, user stickiness is not high. Therefore, the beef tea launched by the brand is mainly a high-end drink, which is differentiated from the tea too cool products, and the explosive model can be seen that the effect is still very significant.
Build a precise fan base
The founders also have their own unique views on enhancing the stickiness of fans to the brand of tea too cool. "We don't want general private domain traffic", it can be seen that Cha Tai Liang Pin is currently trying to focus on different "points of interest" of fans, trying to draw circles to the outside and build different accurate private domain traffic groups.
Through "hobbies" and "interests", the fans are connected and deepened, the interaction between consumers and stores, and at the same time, different brand peripheral products are pushed based on different interest groups, so that consumers can redeem through points, so as to achieve online and offline operation closed loop, to achieve the purpose of continuously active customers and retain customers.
With the gradual fierce competition in the market, we can see that practitioners in various industries are actively looking for breakthrough methods, and the brand of tea Tailiangpin chooses to create a new brand to increase differentiation, and reduce the basic cost of joining tea Tailiangpin to attract more franchisees, which seems to be quite effective.