Net black tea set off the "price reduction tide", netizens: "milk tea is free"!

Since the beginning of this year, the prices of many milk tea brands have been significantly reduced, and gradually bid farewell to the "30 yuan era" that has been talked many times. At the same time, the tea beverage industry has also been superimposed through platform discounts and live broadcast group purchases to provide consumers with various concessions. The tea industry has a significant price reduction trend.

Duck Xixiang Light Milk Tea 12 yuan, duck Xixiang Lemon tea 13 yuan, green light milk tea 12 yuan ... Before and after the Mid -Autumn Festival, Xixi Tea has a new product. "Not only is it delicious, but the price is cheap, which surprises us." Xiao Li, a Peking University student who likes to drink milk tea, told reporters.

Not only are you happy tea, the prices of Naixue's tea, tea Baidao and many other milk tea brands have also been significantly reduced, and gradually bid farewell to the "30 yuan era" that has been talked many times. Experts point out that the main reason for the price reduction of high -end tea brands is that under the current competition of tea tracks, low -priced tea drinks can attract more consumers.

Multiple forms of tea industry reduction price reduction

In the opening season of September, a number of commercial pedestrian streets and department stores in Beijing ushered in a round of consumption boom. The door of the milk tea shops distributed on the streets and buildings in the building and the consumers who were waiting for meals were more or less consumers. Essence

Xiao Li told reporters that buying a cup of milk tea when shopping has become the travel habit of himself and his classmates. "In the past, the high -priced tea and Naixue tea made a lot of new products of more than 10 yuan this year. Now the per capita price of milk tea consumption is basically controlled within 20 yuan." According to Xiao Li's consumption experience, this year's tea industry has obviously obvious The trend of price reduction.

It is understood that Xixi tea reduced the price of pure tea, milk tea, fruit tea and other categories earlier this year, with a decrease of 3 yuan to 7 yuan. Among the current drinks of conventional store menus, the proportion of products below 19 yuan accounts for nearly 80 %.

Nai Xue's tea has lowered the price, farewell to the "30 yuan era", and launched the "Easy Purchase" series, with a price decrease of up to 10 yuan. At the same time, the brand also promises that the "Easy Buy Series" will go to a new "1 -character" product every month in order to provide users with richer product choices in a wider price belt.

In addition to the price reduction, the tea brand also launched superimposed discounts through platform discounts, urban consumer vouchers, and live broadcast group purchases. For example, many consumers buy hi tea drinks in the Douyin Live Room, Naixue Dot Single Program and major e -commerce platforms also have exclusive full reduction and discount activities.

The effect of lowering prices is also obvious. In June of this year, Xixi Tea and the hit drama "Menghua Lu" launched two custom -made joint tea products -Menghua Tea Xi, Order Tea, Perilla Fan Tao Tao, the pricing is 19 yuan and 15 yuan, respectively, respectively, respectively. Take a low price route. According to statistics, nearly 300,000 cups were sold nationwide on the first day of joint special products, with a maximum sales volume of nearly 1,000 cups in single stores, and exceeding 1.4 million cups in the first week of launch.

In an interview with reporters, Nai Xue's tea said that the price adjustment of the product was based on the accumulation of brand, digitalization and supply chain, and did not affect product quality and materials.

How to ensure quality after the price reduction

Is the promotional method sufficient and friendly for consumers? How long can the consumption heat from price reduction last? These questions still need market inspection.

The reporter saw on the living group purchase website that consumers commented on some tea brands that when the drinking coupons they purchased on the platform were used in the store, they were told that they could not produce due to lack of some raw materials. Some netizens mentioned on social networking sites that they were told to be franchise stores when they were used offline and did not participate in brand activities when they were used offline.

At the same time, the price reduction behavior of milk tea brands has once again aroused the worries of "milk tea shops mostly uses fat (milk) instead of animal cream" that consumers have previously discussed. Some consumers say: "The price of products is reduced, and consumers first worry about whether the merchant will compress it cost, such as replacing animal cream with the end of the lipid planting."

In this regard, after the price adjustment, the actions of head companies such as Hecha have also attracted much attention. Recently, Xixi tea publishes the "Xixi Tea Quality True Milk Standard" based on the years of control of its own true cream raw materials, and jointly launched the "Existing Milk Tea Quality Cream Materials Use initiative", calling on the industry to fully upgrade milk and use milk for milk. The quality of raw materials and continuously strengthen product quality to promote the popularization of real milk applications and refuse milk.

Source: Workers Daily

Editor in charge: Yu Shuai

Supervisor: Mu so strong

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