Recently, I found that many tea shops have played the concept of "Chinese roasted tea".
In Nanning, there is a brand called Kuroshio Tea People, which combines Chinese tea with new tea drinks to achieve the first hot list of beverage stores in Nanning, with a maximum sunrise cup volume of 800 cups.
What is the concept of "Chinese roasted tea"? Pure tea consumption among young people has begun to rise?
Main "Chinese Roasted Tea"
They achieved the Top 1 of Nanning's popular list
In Nanning, there is a tea brand that focuses on the concept of "Chinese roasted tea", called Kuroshio Tea People, which has achieved the first hot list of beverage stores in Nanning in terms of public reviews.
"Chinese roasted tea", what exactly is sold?
In addition to the popular milk tea, fruit tea, and desserts, the most distinctive thing in kuroshio tea shop is that there are 14 original leaf teas in the menu, divided into 5 kinds: preferably young buds (such as West Lake Longjing), born in the wilderness (such as the wilderness Zhengshan small species), time-boiled tea (such as 06-year-old ripe Pu), high aroma (such as the best Golden Guanyin), and tea with the sea breeze (peninsula green tea).
Their store experience is also very distinctive: in the store, you can see different kinds of tea, purple sand pots, lid bowls and other items placed in the store, milk tea is cooked on the spot, from weighing to brewing, all-round display to customers;
Customers can not only watch the tea making process up close, but also participate in it. The key process of the store's popular product "Favna Milk Tea" is to add hot milk and small ingredients to the cup by the customer.
Drinking cups are also distinctive, with tea in goblets, smoothies in perfume bottles, and takeaways in custom-made glasses. There is also a gift tea in the store, so you can go home and experience it after purchasing it.
Drink tea in goblets and smoothies in perfume bottles
Combined with popularity, DIY fun, high appearance, coupled with the concept of "Chinese roasted tea", Kuroshio tea people have opened 4 stores in one year, and the number of members has exceeded 210,000.
In addition to Kuroshio tea people, recently I found that many brands are mainly promoting "Chinese roasted tea" or original leaf tea concept:
Shenzhen's Tea Stone is mainly based on original leaf tea, carbon fire boiled tea, a total of 108 kinds of Chinese tea are on sale in the store, and has received tens of millions of A round financing;
Xiamen has a home "eat tea three thousand", the same main original leaf tea, tea for Taiwan alpine tea, traditional fermentation, small pot preservation;
Hefei's "One Leaf Foraging Mountain", which is mainly based on the original leaf hand-brewed tea, has also achieved the first place in the regional praise list.
Tea'stone products
Is pure tea consumption among young people now on the rise? How can "Chinese roasted tea" be combined with new tea drinks? I interviewed Meng Haibing, the founder of Kuroshio Tea People.
The highest sunrise is 800 cups, highlighting the "tea feeling" everywhere
Nowadays, Kuroshio tea people produce an average of 500 cups per day, the average price of products in the store is 28 to 31 yuan, and the highest sunrise cup is 700 to 800 cups.
To make young people accept traditional Chinese roasted tea, they have done a lot of actions to highlight the "tea feeling":
1. Develop 12 kinds of tea bases, even in ice hockey
In order to narrow the distance between traditional tea and young people, Kuroshio tea people display a variety of different varieties of tea in the store, customers can see, touch and smell at close range.
Customers can smell the incense up close
Kuroshio tea people have a total of 12 kinds of tea bases, they according to different tea taste characteristics, concoct their corresponding products, as far as possible to keep the original flavor of tea, "the best way is traditional extraction."
The richness of the tea base makes the taste very recognizable, and the charcoal heat of the hot drink can also make the aroma of the tea more intense. Even in the ice hockey, they will put a few pieces of tea, which not only has a faint tea aroma, but also can enhance the appearance.
Even in the hockey balls, they would put a few slices of tea
2. The product maintains a high value, and the customer has a sense of DIY participation
In the store of Kuroshio Tea People, you can intuitively see the collision of new and old tea drinks:
The original leaf tea is served with more "modern" looking utensils, such as goblets and wide-mouth cups. They also freeze water with flowers to make a good-looking ice hockey.
Not only that, Kuroshio tea people also add DIY interest to many products, such as the above-mentioned signature product "Favna Milk Tea", which is composed of chocolate ice hockey (chocolate + alpine black tea), hot milk, two small ingredients combination, customers can pour milk on the ice ball, small materials can also be added freely, the operation is not difficult, but the experience is full.
Favna Milk Tea
3. Store mode: directly operated stores, site selection of large supermarkets
Kuroshio Tea People currently has 4 branches, mostly in large supermarkets, and the target customer group is also very clear: young people who often shop and like to punch cards.
In the store decoration is often evaluated by customers as "full of Chinese Zen", the store area is 100 to 150 square meters, and there are also tables and chairs outdoors to shape the social space.
"Combined with the concept of Chinese tea, we hope that young people can sit down and chat and have a cup of tea." Founder Meng Haibing told me. Under this concept, they will choose the store location in a large shopping mall with a large number of young people, which is the most effective way to approach young people.
4. Raw leaf tea brewing, tea volume, water temperature have SOP
In order to ensure standardized production, kuroshio tea people's employees will conduct centralized training, and will be sent to the store after passing the assessment.
The training content includes the basic brewing knowledge of raw leaf tea; the R & D team formulates the corresponding tea grams, water temperature, soup time and other standards according to the tea species, brewing method (cold brewing/hot brewing/boiling), and the staff can strictly follow the standards to produce tea. In addition, the supervision and quality control will also patrol the store every day.
5. From the tea mountain to the tea factory, establish a complete supply chain
Since the main original leaf tea, the quality of the tea itself is very important.
I learned that there are not many Kuroshio tea shops, but there is a complete supply chain, from the tea mountain to the tea factory, every link has been invested.
In Fujian, Yunnan, Sichuan, Guangxi and other major domestic tea-producing areas, Kuroshio tea people have fixed cooperation with tea mountains and tea farmers, ensuring the stability of supply and price at the source. In addition, they also have tea warehouses in Fujian and Yunnan, and all-category tea subcontracting and blending plants in Guangxi.
Meng Haibing told me that tea is an agricultural product, every year rain, climate change, the price will fluctuate, to establish a complete supply chain, in terms of price can have enough advantages.
Members exceeded 210,000, seizing the consumer psychology
Let young people drink original leaf tea, the most feared is that after a try, there is no repurchase.
In order to do a good job in customer group maintenance, Kuroshio tea people have public accounts, community operations, recharge activities, etc., in one year, the membership has exceeded 210,000, which greatly guarantees the repurchase rate.
In addition, Meng haibing has been deeply engaged in the catering industry for many years and has a set of methods to grasp the psychology of consumers.
1. All plating is designed to keep the product on the table
"Today's young people love to punch cards, and when they meet beautiful and interesting things, they will want to upload them to social platforms."
She told me that the presentation of each product was designed: in addition to placing flowers in the ice balls, hot drinks were also specially made on a small stove to keep the temperature at all times.
Hot drinks are kept warm in a special small stove
Unlike other tea shops who pick up their own meals, Kuroshio tea people insist on delivering each product to the customer's table and offer the customer a tasting.
2. Takeaway is made of glasses, specially customized modeling
Kuroshio tea people's takeaway cups are all glasses that can be reused, from perfume bottle shapes to specially customized glasses.
Specially customized glasses
Using specially customized glasses to make takeaway cups, although it can enhance the sense of value, but the cost is also increasing exponentially, can it be scratched?
Meng Haibing has its own considerations: the Kuroshio tea people, which are mainly dine-in, do not have much advantage in making takeaways.
Instead of reducing costs, it is better to do the opposite, turning the takeaway platform into a publicity platform in another sense: abandon advertising, invest the cost of publicity into the product, and let the product have its own communication power.
What New Tea has been doing is trying to get young people to drink "tea".
In the past two years, I have found that the young people around me have become more and more receptive to tea.
Without milk, without fruit, many people have begun to drink; between different milk teas, the difference is not only the sweetness and milk aroma, "the taste of tea" has also become a product evaluation, and the tea base is the focus of competition between brands.
The product of raw leaf tea and the experience of Chinese roasted tea may be a direction that will be popular in the future.