Recently, the first offline handmade beverage store jointly signed by Weiwei Soy Milk and Beijing Summer Palace opened in Nanjing.
A combination of well-known brands and famous attractions, it really makes people want to go forward and buy a cup.
However, the three mouths think of the current situation of Wahaha cross-border milk tea, or to put a question mark on the Weiwei soy milk tea drink shop.
The layout of the Vivi Milk Tea Shop has already begun
The milk tea shop, which is jointly named with the Summer Palace, is only the beginning of Weiwei soy milk's entry into the tea market, and the three mouths prefer to call it a "pop-up shop".
On the opening day of the pop-up store, the brand invited many staff wearing cheongsams to display their products. Combined with the joint marketing plan with the Summer Palace, we can easily launch, Weiwei will be a milk tea shop that wants to open a national trend in the future.
It is said that when the pop-up store activity is over, Vivi will move the entire store into the interior of Golden Eagle Square and continue to operate as a direct store.
Although Nanjing is the first stop of Weiwei's milk tea shop, the brand's layout of the tea industry has actually begun a long time ago.
Weiwei milk tea shop franchise investment began on September 25, the end of October, has signed 86 franchise stores, store location concentrated in Jiangsu and Zhejiang region.
In the face of future development, Weiwei's idea is great: first develop 300 stores this year, achieve 500 next year, and finally face the whole country, with the goal of opening tens of thousands of milk tea shops.
Vivi's "predecessors" were not happy
In 2019, Mengniu opened the first milk tea store "Nan Xiaobei", and in 2021, the bold feat of opening 100 stores nationwide was slightly embarrassed in the face of the data of only 27 stores in the country.
In December 2017, Wang Laoji opened the first beverage shop "1828 Wang Laoji Brewed Herbal Tea", focusing on the concept of health and wellness. So far, only 78 remain, and even more than half of the franchisees are still defending their rights.
Wahaha Milk Tea, which has opened 10,000 stores in ten years, currently has 387 stores nationwide. Seems like a smooth ride? Not really. Recently, some media reported that more than 200 stores in Wahaha milk tea shops now want to close for transfer, and 70% of these 387 stores are in a state of loss.
"Tea hundreds of ways, like tea, a little bit, these brands sell milk tea business is so good, I am such a big brand cross-border to sell, should be more topical, right?" "Don't young people love to drink milk tea, we also sell it, and we can successfully achieve the brand rejuvenation upgrade."
Relying on their own brand power blindly confident and indiscriminately inserting into the milk tea industry is the conventional way of thinking of brands selling milk tea across borders.
Obviously, Vivi has the same confidence.
Vivi Milk Tea Shop specializes in soy milk series products. In the brand's view, such product design can not only cater to the current boom in plant-based drinks, but also meet the needs of some lactose intolerant consumers.
However, in the current fiercely competitive tea track, if Weiwei milk tea only relies on soy milk as its core competitiveness, it may be far from catching up with the brands that have long been skilled in the tea market.
Why is it so difficult for brands to sell milk tea across borders?
You may find it strange, why such well-known brands as Wang Laoji and Wahaha have repeatedly failed to sell milk tea across borders, while other emerging brands can become Internet celebrities in one fell swoop and win the love of consumers?
1. Professionalism is important
Whether it is Wahaha or Vivi, its tea shops are open to join. To say that it is difficult to hear, it is that the future development of the milk tea shop is not a word, and it is anxious to disperse its influence to many franchisees.
If there are more franchisees, there will always be "world differences". Moreover, from the beginning, it will be crazy to join, and even make people feel that this is squeezing the residual value of the brand.
And those popular milk tea shops, are first through the direct operation model, slowly accumulate word of mouth, and then open to join according to the situation. Some brands do not even open to join, only go to direct stores, such as xi tea, tea color, etc., to ensure quality control to the greatest extent.
2. The brand tone is difficult to change
Some brands of milk tea shops, when they opened, their own old brand tone, was directly pasted and copied.
Young people like the appearance of the face is not at all, then who will be moved to use it to take pictures and punch cards?
Know that if the earthy thing is not properly rejuvenated, whether you put it on milk tea, coffee or cocktail, it is also earthy.
3. The core competitiveness is too weak
When it comes to hi tea, you can think of it as "bobo tea for all things"; when it comes to Neixue, you can think of its "treasure tea" full of ingredients... These mature tea brands have their own core competitiveness.
What about cross-border brand dairy products? In fact, you can't say that it doesn't, you can only say that it is too weak.
For example, Wang Laoji's concept of "health milk tea" is very interesting in the eyes of the three mouths. However, Wang Laoji's products are not very brilliant, and its main product of "heat reduction and fire removal" has even been accused of "pseudo-concept".
Today, Weiwei Soy Milk, which has promised a target of 10,000 stores, is expected to have a national "100 stores open" promotion activity in mid-to-late November this year.
Does this cross-border consume the last brand value of Weiwei, or does it revitalize the brand? Only time is left to give us the answer.