Henan Business Daily reporter Ma Qianhui /text/photo/video
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Once upon a time, "tea" and "alcohol" were jet lag in people's minds, and the latter's "going to work" time was the former's "off-duty" time.
Last year, Jay Chou's "Mojito" not only sang the cocktail "Mojito", but also woke up a little girl named Sui Xinyuan, born in 1996.
"If the cocktail is put into a milk teacup, will consumers accept it?" When the idea came to her mind, she immediately made a decision to launch a tea shop brand in the mall that focused on "light alcohol" drinks, and opened up a new track for her business territory through the combination of "tea" and "wine".
So, does this new model work in Zhengzhou?
【The first tea shop specializing in "light alcohol" drinks, born in Zhengzhou】
At the Sake Oichi (Jeonghirojo store), the exterior design of the entire store is very similar to the bar, and the seats around the wine counter allow young people who are tired of shopping to sit down and have a drink or two.
The liquor store adopts the "tea shop" open design mode, and the "bar style" music and lights played in the store attract young people passing by.
The menu is divided into three categories: "non-alcoholic tea", "light alcoholic tea", and "heavy alcohol bartending".
Here, the combination of alcohol and tea, milk, juice, and milk tea cups with laser noodles has attracted many Internet celebrities to punch in. The young man in Zhengzhou shouted directly, "Love love, who said that I am not fashionable in the Great Central Plains?" ”
On the Public Comment APP, "Big Mouth Eats Eight Parties" commented: "I can't imagine that such a cool brand is still native to Zhengzhou, and I have two likes for the taste of my greater Zhengzhou!" ”
What made Sui Xinyuan have the idea of making an alcoholic beverage store?
Sui Xinyuan, general manager of Henan Liquor Oxygen Brand Management Co., Ltd., said: "At the time of the epidemic, many bars were trying to launch cocktail takeaways so that consumers could DIY cocktails at home. But later, when our friends got together, they found that it was very troublesome to make cocktails at home, and sometimes they didn't even have a suitable cup. After having such an experience, in one discussion after another with the partners, the idea of opening an alcoholic tea shop collided. ”
The idea landed, the tea shop that specializes in "light alcohol" drinks, after walking out of the bar, how is the vitality?
【Monthly sales of alcoholic beverages alone exceed 5,000 cups, and night takeaway accounts for 45%】
When it comes to alcoholic beverage stores entering the mall, people will inevitably have some questions, such as, "Will selling light alcoholic drinks in the mall affect sales because of drunk driving?" ”
Henan Business Daily reporter observed in the wine oxygen (Zhenghongcheng store) that most of the consumers who came to buy light alcoholic drinks were post-95s, couples accounted for the majority, and most of them took them to the upstairs restaurant to eat and drink after purchase.
"From my customer base, it can be seen that the age group of people who come to me to consume is mostly around 20 years old, that is, the age when they first went to college, and most of the people in this age group do not have cars. At the same time, the people who go to the mall to shop and eat are mostly family-style, couple-style, and friend-style, and for these pairs of people, the store has launched non-alcoholic tea drinks to sell. Sui Xinyuan said.
According to Sui Xinyuan, at present, the wine oxygen brand has opened two stores in Zhenghongcheng and Guomao 360 mall, and from the sales data of these two stores, because the passenger flow of Zhenghongcheng store is higher than that of Guomao 360 mall, the sales volume of Zhenghongcheng store is the highest in the afternoon. However, the opening hours of the Guomao 360 store are not controlled by the mall, and it is not until after 9 pm that it ushers in a real peak period.
Taking the Guomao 360 store as an example, the average data for January and February 2021 shows that the sales volume of single light alcohol and bartending in one month exceeded 5,000 cups, accounting for 80% of the total sales volume, of which night takeaway accounted for 45%. After 9 p.m., the daily takeaway alcohol is between 50-80 cups.
This data is already very impressive for a new brand that has just opened for about four months, which shows that consumers still buy "light alcohol" drinks.
【Target customers: catering diners, overtime workers in office buildings, maverick new generation】
Is the purpose of opening a tea shop in a mall that specializes in "light alcohol" drinks to compete with milk tea shops?
Sui Xinyuan smiled: "You see who is near my shop, a little bit, coco can be, hi tea, tea Baidao, Naixue's tea, tea, etc., whether it is funds or scale, compared with them, wine oxygen is still a baby!" I never wanted to grab the market with them, I just felt that putting concoction into the milk tea cup might be a new track for me to open up for myself. If it works out, I'm the starter of the track. ”
According to Sui Xinyuan's observation, at present, in Zhengzhou, most of the traditional bars have launched crayfish, barbecue and other catering projects, drinking craft beer to eat barbecue, drinking cocktails and eating Western food has become the norm in bars.
"Now in Zhengzhou, there are many people who have gradually accepted the drinking method of mixed wine, and the geographical location selected by the two stores of wine and oxygen is in the shopping mall with rich catering formats, when people come here to eat, if they want to drink some mixed wine, then the nearby wine oxygen is his first choice." If you want to drink afternoon tea and afternoon wine when shopping with friends in the afternoon, you can meet here at the same time. Sui Xinyuan said.
Opening up a new track in an industry can be described as "pressure mountain" for Sui Xinyuan in 1996. Nearly 40 cups of concocted liquor were drunk every day during product development, and when the new store opened, it was so intense that it only took three or four hours of rest every day.
Sui Xinyuan said: "When I first opened, I didn't know if customers could accept such a new product, I was really nervous. Sometimes when I feel particularly stressed, I will secretly drink some wine to relieve the pressure. The young people in the office building are also one of our customer groups, drinking a cup of wine in the afternoon to relieve fatigue, drinking a cup of concoction wine in the evening overtime until late at night, the feeling of slight drunkenness is particularly decompressing, I like it. ”
In fact, in the chat, Sui Xinyuan's emphasis on "slight drunkenness" is also the maverick new generation of young people who are most fascinated by "wine".
["Little drunkards" and "female drunkards" have increased dramatically, and "healthy and slightly drunk" is quite popular】
Qiao Yameng, CEO of Hertz Restaurant Business School, said: "In fact, I am a person who does not like to drink, but I have already consumed alcohol and oxygen twice, I like this kind of concoction wine with juice, there is no spicy taste of wine, and after drinking, I can have some slight drunkenness after drinking, I like it." ”
The "slightly drunk feeling" mentioned by Qiao Yameng and Sui Xinyuan is actually a kind of drunk experience loved by contemporary young people.
According to the "2020 Young People's Alcohol Consumption Insight Report", although Chinese people still love to drink liquor, beer, foreign wine, fruit wine, wine and other categories are constantly "seizing" consumers' wine glasses.
"Little drunkards" have gradually become the strength of the online alcohol consumption market, whether it is the number of consumers or the per capita consumption level, consumers after 90 and 95 have shown continuous growth, and the per capita consumption growth rate of post-95 has increased the fastest.
The "2020 Young People's Alcohol Consumption Insight Report" also shows that "female alcoholics" have occupied half of the contemporary liquor stores, and the number of post-90s female drinking has surpassed that of men, and since 2019, the growth rate of women after 90 and 95 is also significantly higher than that of men.
With the increase of "small drunkards" and "female drunkards", diversified segmentation, trendy tasting, healthy and slightly drunk, sweet and fruity taste have become the four major trends in contemporary youth alcohol consumption.
"Little drunkards" and "female drunkards" are different from the "old drunkards" who drink drunk at every turn, they are more rational in drinking, advocating "moderate drinking" and "healthy slight drunkenness".
The "2020 Young People's Alcohol Consumption Insight Report" shows that the number of healthy low-alcohol consumers has shown an increasing trend.
"Slightly drunk" also derived from the state of drinking into an urban youth culture.
【Strengthen the awareness of capitalization, appropriately learn from the new consumer brand operation model】
Qiao Yameng said: "The service of doing alcohol scene in drinks was first started in South China, because the consumption tone of cities in South China is generally high. In Shanghai, for example, there is a strong atmosphere of petty bourgeoisie, and it will be easier to accept such drinks launched there. When the 'Wine Oxygen' brand opened, it felt very interesting and bold to me. ”
The addition of alcohol to drinks originally originated from the "coffee + wine" model. In 2016, Starbucks launched its first alcoholic beverage, Espresso Cloud IPA, which adds craft beer to the coffee and makes the foam slip along the rim of the cup like a cloud through shaking.
At the end of 2017, after the opening of the Starbucks Reserve Shanghai Bakery, "Espresso Cloud IPA" was officially introduced to the eyes of the Chinese people. Subsequently, in the summer of 2019, Starbucks tried to launch 8 more "Play Ice" series inspired by cocktails.
In 2018, Nesher's tea tested the "Poetry Wine Tea" series in South China, trying the combination of wine + fruit tea for the first time. In the summer of 2019, the bar "Nesher Saket", also known as BlaBlaBar, opened, which focuses on low-power, sweet-tasting cocktails and some non-alcoholic beverages.
Perhaps the lack of romantic evaluation of the Central Plains people has long been deeply rooted in the hearts of these brands, and they have not launched light alcoholic drinks in Zhengzhou.
It is Sui Xinyuan's boldness that promotes the birth of Zhengzhou's original product brand "wine oxygen", as if it is challenging the consumption habits of central plains people.
Qiao Yameng believes that the "wine oxygen" brand is very keen on the observation of the market, from 2019, Japanese izakaya, jing bar in Zhengzhou large-scale opening, indicating that leisure alcohol consumption began to increase in Zhengzhou, the public is to recognize the "light alcohol drink" this product, this time to do the main "light alcohol" drink tea shop time is more mature.
However, for the representative brand of the new consumption phenomenon of "wine oxygen", Qiao Yameng suggested that it is easier for young people to open the market by operating such brands, because they understand the consumer psychology of contemporary young people best. However, this brand must use the "Internet" thinking to operate, through continuous innovation to constantly refresh consumers' memory points for the brand.
At the same time, because if such brands want to achieve greater development, there is still a lot of time and money that needs to be invested in the education market in the future. As a regional market track pioneer and innovator, we can strengthen the awareness of capitalization and appropriately learn from the operation model of new consumer brands.
Editor: Li Yingxuan, Lv Ruitian