How to break through the new tea in the "inside roll"

On September 8th, Chayue Yuese landed in Water City in Nanjing's third store. Earlier, the two stores that landed in Nanjing not only earned enough traffic for the brand itself, but also caused a series of chain reactions of other tea brands in the same city. On August 18th, on the day of the opening of the first store in Nanjing, Nanjing local tea brand "T COMMA (Dushe)" played the banner of "responsible for the soil", and the "T Comma VS" was played on the electronic screen of various stores. The PK slogan of Tea X Yue Se "publicly declared that the quality, cost -effectiveness, and taste of the tea face are not as good as yourself. On the same day, Ding Ma also launched a free to change its own drinking activities with Tea Yan Yue Seki Cup. From 10 am on August 18th to 10 pm, all consumers who buy and take tea Yan Yuese milk tea can enter the store, you can Receive a cup of linked Matiu Coconut Coconut Drinks for free.

In contrast to the remarks of liquidity, another local tea brand "Picking Three Tea" in Nanjing settled on the day of the tea Yan Yue Se, and it is known as "Nanjing Edition Tea Yan Yue Se". The takeaway business of all stores in the same city. Subsequently, the brand officially issued a statement, emphasizing that he did not use "Nanjing Tea Yan Yue Se" for marketing, he humbled to admit that he had taken the cheapness of tea face, and thanked the fans of tea to bring the traffic to themselves.

The landing of a milk tea brand store will trigger a chain reaction of many peers, and objectively reflects the fierce competition in the new tea beverage industry. The "2021 New Tea Study Report" released by the China Chain Management Association shows that the scale of new tea consumers has exceeded 340 million. It is expected that by 2023, the number of new tea shop stores will reach 500,000, and the market size is expected to exceed 140 billion yuan. Under the huge consumer volume and high -speed growth market size, on the one hand, the prosperity of new brands in the new tea market is constantly emerging. In the fierce tea competition, how does the new tea brand transform to break through?

Whether the marketing circle can export the reputation

In fact, this is not the first time that he has such a high -profile marketing. Earlier, the brand posted a notice and promised at the official micro -chain stores in Xinjiekou: Compared with other tea brands and stores in the city, consumers if they discovered the same drink of a milk tea brand, The quality and price are better than the hemp. They are willing to confess their penalties and compensate RMB 100,000. In order to improve the authenticity of the activity, the price list of more than 10 products of its own brand and stores was attached to the notary office for preservation.

What is the origin of such momentum? According to the information of the company, T Comma belongs to Nanjing comma brand management Co., Ltd., which was established in September 2021. In just half a year since its establishment, the company has received two rounds of financing of hundreds of millions of yuan. The reporter noticed that since its establishment, this "local brand" from Nanjing seems to have been related to the long -time tea face of thousands of miles away. According to the founder of the brand, the reason why the idea of ​​entrepreneurship is from a time when traveling in Changsha, the two Internet celebrity brands, the two Internet celebrity brands of "Tea Yan Yue Se" and "Wenhe You", returned to the back to return After Nanjing, it began to plan "Create a tea brand headquarters in Nanjing, and open 400 stores within 3 years." As a result, T Comma also officially arranged the label of "local tea". In terms of sales model, healing is also a "magnificent" declaration of "not good and not money", and has carried out the "50 % off the audience" promotional activities for a long time, and it seems that a "sprinkle money for charity" is set up. After the first store was opened, he expanded rapidly at Nanjing Xinjiekou. Nowadays, within the range of 300 meters of the underground passage of the Xinjiekou subway station, almost all of the eyes have the eyes of the clutch shops. Among them, the two recent shops are even less than 5 meters apart. The reporter roughly statistics that the deduction has now opened more than 20 stores in the Xinjiekou business district, and the relevant person in charge of its brand also said that it will open 60 before October this year.

It is not difficult to see that from online to offline, all the ways of "viral marketing" are all deducted. Can this set of models win better word of mouth for the brand? I am afraid that this is not necessarily the case. The reporter noticed that while lunch continues to increase marketing, consumer dissatisfaction is increasing. On the social media platform, many netizens think that he is linked to the traffic of tea, and it is an obvious "touch porcelain marketing". Some netizens believe that the linen pattern is too small, and when they do not play their own brand, they want to rely on marketing to leave the circle, which will damage the image of Nanjing's local brands. Offline, the number of densely opened stores has also caused many citizens to vomit: "New street exit can be seen everywhere, and the new streetkin subway station can be renamed‘ buckle stations ’.”

In addition, in the context of the current gross profit margin of the milk tea industry, the deduction still chooses to lay a dense layout in the new street business district of the new street, and claims that the milk tea business has not made money within 10 years. The profit model also caused widespread doubt. Wang Meng, a senior director of the Fortune 500 companies, a world -renowned investment management company -Zhong Liang Federation, and director of Nanjing Strategic Consulting Department, told reporters that for the new tea brand, you can go to the "high value and heavy social socialization, heavy social socialization, heavy socialization and socialization "The more expensive price of the route can also be focused on" convenience, standardization "to speak with products, or to deeply cultivate the market like Miyuki Bingcheng with cheap advantages. On the other hand, the brand positioning of hemp is obviously not in line with business logic. The reporter noticed that the slogan of "50 % off the audience" for a long time, taking a strawberry drink at a 50 % discount on one of the 50 % discount as an example. In addition to the cost of raw materials, coupled with a higher proportion of stores and manpower. , Advertising and other costs, basically no advantage. For a company that has just been established for a year, in such a market segment with low gross profit and fierce market competition, how can there be a 10 -year charity? Li Qiang, the author of the best -selling book "Tea Store", pointed out that the movement of hemp is to strengthen and stimulate consumers' vision and mentality through high density coverage, so as to quickly increase the brand's popularity, for the later IP realization, retail for retail, Product sales laid the foundation. Can the format innovation create revenue

Compared with the marketing momentum, more brands in the industry have focused their energy on the innovation of business formats. Following the "Dream Factory" that focuses on new retail, Nai Xue's tea is new again. On August 31, "Naixue Life", which brought together a variety of formats, officially appeared in Shenzhen. As the first listed company in the new tea industry, Nai Xue's tea has been at the forefront in terms of business innovation. It is understood that in addition to Naixue's own brand this time, "Naixue Life" also brings together a variety of formats such as the bookstore "Fang Zi", coffee "Australian Coffee", and "Squeak Bud" in flower art, 10 of which are the brand. In the first store, there is a lot of cultivation of the lifestyle lifestyle.

As another brand of new tea drinking industry, Xizhu is mainly investment drinks, including coffee brand Seesaw, oat milk brand wild plant Yepland, pre -adjustment wine brand WAT cocktail and so on. In addition, Xicha also acquired 70%of the equity of Wang Lemon Tea in the name of Xixiao Tea in the name of its brand Xixiao Tea, crossing multiple tracks such as coffee, plant protein, and pre -wine.

The tea -faced coloring of this time in Nanjing is to keep the main operating milk tea business of the front desk of the store basically consistent, and work hard on the matching of retail products that are differentiated by different stores. Liu Qiaofang, the person in charge of its brand public relations, told reporters that according to the size and characteristic positioning of the store, Tea Yan subdivided the store as a "water bar" for milk tea, the "tea leaves" who sold tea products, and only taken takeaway " "Darts", and "garden clubs" combined with different consumption types such as tea, cultural and creative, and life, and also given customers more vertical choices while providing resources reasonably.

Dushe also began to enter the field of cultural and creative fields. Recently, many citizens have discovered that there are two more hemps in the underground passage of Xinjiekou. In addition to the derivatives of traditional milk tea brands such as tea bags, moon cakes, snacks, and snacks, the reporter also saw jewelry, dailyization, and even camping equipment such as milk tea in the store. "As long as the product has a market, we can design and produce it." The clerk introduced to reporters a little proudly. He said that more cultural and creative stores will be rolled out in Xinjiekou.

(TO COMMA (buckle) at the densely opened store in Xinjiekou also began to enter the field of cultural and creative. Photo by Zhou Kaihang)

Doing a good product is the real king

From a cup of milk tea, multi -format innovation is derived. The new tea brands obviously want to win more consumers by cultivating multi -scene lifestyle. Can such a transformation become a breakout after the new tea track fiercely fights? The fact is not the case. As the first listed company in the new tea industry, Nai Xue has always dared to "try", but its results have been repeatedly "touched". Earlier, Naixue launched the "Naixue Shiwu", which opened the "time -sharing shop" model of tea drinks and night bars to increase revenue by extending business hours. However, this store has now closed in many places. The "Naixue Pro" with a smaller area and a higher degree of digitalization has also been exposed to the ability to boost performance with limited ability. The dilemma encountered during the transformation of Naixue may find the clue from the brand's financial report. On August 31, Naixue's financial report showed that the net loss of the brand in the first half of the year was 249 million yuan, and in 2021, this data was only 145 million yuan.

Tea Yanyue is far from as glorious as tens of thousands of people, and its business road in recent years is quite bumpy. In 2021, the brand was exposed to concentrated temporary closed stores three times. The founder Lu Liang said that the company had lost more than 20 million yuan a month during the epidemic. Although Tea Yan has insisted that it will not go out of Changsha since its establishment, the epidemic affects the overlapping labor costs, and it has forced enterprises to take the initiative to change and embark on the road of expansion nationwide.

"The new tea industry itself is not a huge profit industry. It needs to have a clear brand positioning and carefully do the main business with a cautious attitude to allow consumers to distinguish it from other products when choosing a product. For example, camping, such as camping Such derivative products are not related to milk tea, and it is difficult to remind people of the brand's main business, and it is easy to make the brand's positioning blur. "In response to the behavior of the new tea brand, Wang Meng said that cultural and creative products are Although it has a high degree of correlation with milk tea, it is an unpopular industry with low added value and low repurchase rate. If you want to make money by relying on derivative products, the business strategy of the enterprise itself is worth a question mark. He believes that the brand should still work hard in the quality of the product, supplemented by the service of increasing consumer experience and the brand operation of "creative and sincere", which is the king of the new tea track. "For a new brand, it is understandable to seek new and change, and grow up in groping. However, in order to become the king of the industry, the main product that is in line with business logic and the ultimate product is the first necessary answer to the enterprise to do a good job. . "Jiangsu Economic Daily Council reporter Zhou Kaihang

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