Text | Professional catering network beautiful
After Wang Laoji and Wahaha, Weiwei soy milk also opened a milk tea shop!
Recently, the 29-year soy milk brand "Weiwei Soy Milk" opened the country's first handmade beverage store in Nanjing, focusing on soy milk series, including soy milk tea and soy milk ice cream, with a unit price of 9-28 yuan.
It is reported that the first store has just opened, and the goal of Weiwei Soy Milk in the future is to open tens of thousands of stores.
This can't help but remind us of Wahaha and Wang Laoji, two major retail beverage giants not only did not escape the fate of "paying tuition", but also provoked the brand to be "lawsuit".
Can Vivi soy milk find another way to break through?
Or will it be like Wahaha and Wang Laoji, but also "a place of chicken feathers"?
Vivi soy milk opened a "handmade milk tea shop"
The main "soy milk" is the goal of opening 10,000 stores
This handmade milk tea shop of Weiwei Soy Milk, which is currently a pop-up shop jointly made with the Summer Palace, has been opened as early as a month ago, and is located in The Golden Eagle Square at Xinjiekou in Nanjing.
At the end of October, it will move into the interior of Golden Eagle Plaza and continue to operate as a direct store.
1, the main soy milk series, the unit price in 9-28 yuan
The new milk tea shop of Vivi Soy Milk focuses on soy milk series, including soy milk tea and soy milk ice cream.
There are also fresh fruit tea, ice cream shakes, grain health milk tea and other popular product types in modern tea shops, with a unit price of 9-28 yuan.
However, the basic signature soy milk series, such as soy milk mango, soy milk berry are all around 23 yuan.
2. Only one store has been opened, and 86 franchise stores have been signed
According to the media, the first batch of investment in Weiwei soy milk has begun since September 25.
At present, although only one pop-up store has been opened, 86 franchise stores have been signed, and the location of the stores is concentrated in Jiangsu and Zhejiang.
The second phase of investment is also planned, which will start in February next year.
Weiwei Soy Milk also plans to open 20 directly operated stores in Wuxi, Shanghai, Nanjing, Xuzhou and Suzhou a few years ago, and will also deploy to North China in the next year, targeting 10,000 chain stores.
3. Franchise store investment: 15-30 square meters of 240,000 yuan, 35-50 square meters of 350,000 yuan
According to its person in charge, the types of franchised stores are divided into happy stores and kaihuai stores.
Among them, the happy store is a stall store with an area of about 15-30 square meters, with an overall investment of about 240,000 yuan;
The area of the kaihuai store is slightly larger, at 35-50 square meters, and the overall investment is about 350,000 yuan.
In this way, the franchise cost of the handmade milk tea shop jointly named by Weiwei Soy Milk is not low.
Vivi soy milk, Wahaha cross-border "tea drinking",
Why is it so hard to run out?
Retail beverage giant "cross-border" into the tea track, Weiwei soy milk is not the first, long before it, there have been two big brothers to take the lead in testing the water.
For example, the herbal tea brand Wang Laoji as early as 2017, when the new tea was a red sea, it had already entered the game, opened an offline tea shop, named "1828 Wang Laoji now brewed herbal tea", focusing on health tea, and in 2019, it also announced that it would expand to 5,000 within 5 years.
In May last year, Wahaha also opened its first milk tea shop in Jiangsu and opened to join, and once laid out 10,000 stores nationwide within 10 years.
But the two giants are now a chicken feather, can The Vivi soy milk run out?
1. The new tea drinking track is "chasing deer", and the competition is fierce and difficult to break through
Tea drinking officially entered the "shuffle" stage, not only the first share of NaiXue's tea drink, but also the emergence of many sub-categories of giants, such as 7 points sweet, Shanghai aunt milk tea, shuyi roasted immortal grass and other brands.
Under the combination of heroes, the head and regional kings have occupied the "mountain", and it is difficult for other tea brands to have a "day out of the head" now.
If you want to run out of the new tea circle, or pick the subdivision category track and make a splash in the product;
Or to attract young customers in the scene, such as the handmade shop of Xicha, the book house of Naixue's tea, and the concept store of the tea garden party, which is now innovative in space.
There are more and more entrants, and the competition has become "bloody", and it is difficult to run out.
2, there is no innovation breakthrough point, eating brand "old" is difficult to capture people's hearts
The milk tea shops opened by Weiwei soy milk and Wang Laoji and Wahaha do not attract young customers very much in terms of products.
For example, the peach peach that hi tea shares, not only the product is delicious, the shape is also particularly eye-catching, and the milk tea shape of the peach is out of the circle. Guo Ya ya aimed at the market segment and continued to deepen cultivation, the product is extremely resistant, and it has also obtained a capital increase of tea color.
On the other hand, the milk tea shops of retail beverage giants, whether in the price band or in products, have no advantage, and even more have not been verified by the market.
If you want to rely on the potential and influence of the retail beverage giant brand, Weiwei soy milk is far less than Wahaha's "feelings", Wahaha has not been able to successfully go out of the circle, can't help but make us worry about the future trend of Weiwei soy milk, may also be very bumpy.
3, the advantage of resources and "points" is difficult to grab
For new tea brands, good store location is crucial.
But at present, many new tea brands have taken the good "points" of various cities across the country.
And even if you can grab it, there will be many stores near good points such as Xi Tea, Nai Xue's Tea, Tea Beauty and other brands with rapid momentum, and it is difficult to have a chance of winning under each other's competition.
4, before the model is not mature, let franchisees hit the market is not a "good policy"
If you grab the market to launch a brand when the new tea drink starts a "scuffle", and just open a store, you will let you join the horse racing, which may be a good way to play.
But now that the new tea drinking pattern has been determined, the single-store model of Weiwei soy milk has not been explored and matured, and it has been opened up nationwide to join, and it is inevitable that some are worried about its brand trend in the future.
After Wang Laojitui launched the opening of restaurants to join, he frequently exposed the losses of franchisees and closed stores one after another;
Recently, Wahaha milk tea franchisees also spontaneously set up a rights protection group of more than 400 people, and many franchisees pointed out in the WeChat group that "Wahaha directly opened to join in the absence of direct stores, false investment promotion, and did not fulfill investment commitments, resulting in continuous losses for franchisees" and many other problems. More than 300 stores across the country, more than 200 franchisees have been exposed to want to close and transfer;
And Wahaha opened its first direct store last year, and has also signed 430 franchise stores, Weiwei Soy Milk has now taken the same "cross-border" road as Wahaha and Wang Laoji, and the business logic and playing style are similar, which inevitably makes people worry that it will repeat the same mistakes.
Career Catering Network Summary:
It is not easy to get out of the new tea track.
If you have not yet found a good "entry point", you will have to expand the staking ground, and perhaps some "impatient to eat hot tofu".
Are you optimistic about the new milk tea shop of Vivi Soy Milk? Welcome to leave a message in the comment area to share.