Bamboo leaf green and Tea’Stone tea products first and second -tier cities continue to open stores: fighting with the coffee market, the essence is still retail

On September 15, Zhuye Qing Beijing's third high -end experience store opened in the international trade business district. Zhuye Qing is continuously adding high -end positioning.

The overall color of the international trade store is green and woody, and provides private room services to strengthen high -end experience, and forms two -way empowerment with the landmark position of the national trade.

However, Bamboo Leaf Qing told the Blue Whale Finance reporter that although Zhuye Qing increased experience space, it is still retail logic and will not focus on space.

It is worth noting that the pure tea brand Tea'STONE, which is mainly experienced space, opened three stores in Wuhan and Shanghai in two months, becoming a place where many young people check -in. Essence

From the perspective of industry insiders, Zhuye Qing, as a high -end green tea brand, opened stores in high -end business districts such as Beijing International Trade and Wangjing to increase experience space. The tea brand can endorses higher retail. Itself brand barriers.

Tea'STONE's strategic idea is to solve some pain points of traditional teahouses and coffee shops, mainly in operating space, but due to the limitation of space scale and flip rate, there are ceiling, so Tea'STONE is also selling related products.

The two companies return to the same way, but each has their own lengths. Bamboo leaf green has many years of products and brand advantages, while Tea’Stone is mostly recognized by young people.

Bamboo leaf green channel upgrades, hold high beating

Zhuye Qing has opened three high -end experience stores in Beijing International Trade, Wangjing SOHO, and Wanda Plaza.

These three storefront decoration styles are similar to luxury stores. The unique green and wood color matching of bamboo leaves green tea is completely different from the original light wood color of the original store.

Liu Zhilin, general manager of the Zhuye Qing Operation Center, said, "Zhuye Qing entered the international trade, taking Beijing as the original point, with high -end circle and high -end people as the target, so that Chinese tea brands have a place in the national high -end market."

Zhao Longjiang, deputy general manager of Lichuan Xingdou Mountain Black Tea Company, believes that the main logic of Zhuye Qing's high -end experience store in Beijing International Trade is: high -end brands and products should be exposed in high -end consumption places, which is the same as the store opening idea of ​​luxury brands. The private room is equivalent to the trial room of luxury goods.

It is understood that in 2018, bamboo leaves are focused on the high -end market and upgraded at the product and channel level. The store display SKU has been reduced from more than a hundred to more than 30. The International Trade Store, Wangjing SOHO Store and Wanda CBD Store are already the fourth -generation stores of Takeshi Qing.

Xiao Jixi, the development director of Zhuyeqing Beijing Operation Center, told the Blue Whale Finance reporter that the upgrade of Zhuye Qing channel has mainly focused on Beijing. In the future, high -end experience stores will continue to open a high -end experience store in business districts such as China Merchants Building and Gemini Building. At the same time, Zhuye Qing will upgrade some of the original stores.

"It turns out that Zhuye Qing's stores are mostly based on sales logic and are driving around the supermarket, but with the continuous increase and stability of the members of Zhuye Qing in Beijing, members have put forward higher demand for Zhu Yeqing. It is difficult to achieve heavy business activities. Although the space such as clubs and teahouses meet private needs, it is difficult to compare the quality of tea with brand tea. Therefore, members encourage bamboo leaves to increase the function of space in the store. "Xiao Jixi said.

Blue Whale Finance reporter noticed that Zhuye Qingguo Store mainly sells the green tea series of bamboo leaf green theory, with black tea and flower tea. The refreshment is also produced by the chef of Kerry Center.

Regarding the increase of bamboo leaf green in high -end stores, Lisong's strategic positioning consulting Ho Songsong believes that as far as high -end categories are concerned, the functional value and emotional value of categories are particularly important. Zhuye Qing opened in China Trade, intending to consolidate the high -end cognition of the bamboo leaf green brand. Not only the sales of high -quality unit price products, but more importantly, the definition and innovation of consumer scenarios. Bamboo leaf green innovation attempts to create high -end tea categories "third space" are worthy of encouragement and appreciation. The key to this process is how bamboo leaf Qing combines the characteristics of her own category to create a differentiation of traditional teahouses and tea beverage shops.

Tea'Stone to open a shop and grab customers with coffee

Blue Whale Finance reporters have reported that the tea industry is undertaking consumers who have matured new tea drinks in different modes. Traditional brands such as bamboo leaves are in high -end stores and divert some consumers on the top of the pyramid. At the same time, new brands of young consumers on the waist.

Tea'STONE is the most watched company in the new brand.

It is understood that Tea'STONE was established with 2018, January and March 2021, Tea'STONE has obtained tens of millions of angel round financing and Maixing Investment and Zeng Ming's personal joint investment by Tongchuang Weiye. RMB A financing. In 2022, Tea'STONE began the city layout outside Shenzhen. In the past two months, Tea'STONE opened two stores in Wuhan and opened the first Shanghai store in Shanghai Xintiandi.

Blue Whale Finance reporter noticed at Shanghai Xintiandi Store that the overall decoration style is easy and young consumers are endless. However, due to the large number of people, the environment is relatively noisy. It is only suitable for light business activities or friends to chat, and it is not suitable for negotiations for business.

A store staff told the Blue Whale Finance reporter that there are more people on the weekend, and the company is aware of the noise on the scene.

Compared to the new tea and the tea of ​​Naixue, Zhao Longjiang believes that the Tea'STONE brand method is more advanced than the good tea consumption, which is equivalent to Starbucks' products+scenes. The reason for marketing is that once the potential energy is formed, it will return to the static, just like the scenes of the early scenes of Starbucks. The relevant person in charge of Tea'STONE told the Blue Whale Finance reporter that Tea'STONE created a light business space. Traditional tea space requires consumers to make tea by themselves, which may lead to chaotic hands and affect communication. Tea masters make tea, it is difficult for consumers to have a private space.

Tea'STONE creates a scene that can drink pure tea and provide a lifestyle, provides 108 kinds of tea, and has ice tea, tea cooking, making tea, and so on. The space is more modern, in line with the aesthetics of young people.

Tea'STONE undertakes mid -range consumers.

The above -mentioned person in charge said that the top -level consumers may go to the club to wait for a more private space. Volkswagen consumption may consume or buy drinks in milk tea shops. Middle consumers with business and social needs were more to go to coffee shops. But the Chinese bones have the needs of tea, and they can drink tea at a certain or less age. There will be tea drinks in the cafe, but it is relatively unprofessional.

Starbucks acquired TeaVana in 2016, but then there was no news.

He Songsong believes that tea is "Chinese's own coffee". In recent years, emerging tea brands have gradually abandoned traditional teahouses and are committed to imitating coffee brands to create the third space. Judging from the current mainstream consumer groups, the age span of coffee consumer groups is greater and younger. At the moment when the coffee market is booming, how to better promote tea to young people is the historical task of Chinese tea brand.

"The key to this is how the original leaf tea combines technological innovation and application innovation to achieve taste innovation. It is the first step to attract young people, the most critical step from 0 to 1. It is the most new tea brand before doing category innovation. First of all, the strategic topic of clarifying, without this foundation, all the scenes, packaging innovation and other actions may become the air pavilion, and it is difficult to really retain young groups. However, we always think that the innovation of business models is inseparable from product innovation itself. "He Songsong said Essence

Space is form, retail is the essence

Although Both Takeshi and Tea'STONE are trying to run the space well, both brands want to achieve higher retail targets through space control.

Xiao Jixi said that although the space of the private room has been added to the experience store, it is not to become the business model of the teahouse. The logic of Zhuye Qing is to hope that the space can increase consumers' cognition of bamboo leaf green, allow more consumers to experience bamboo leaves, and realize it to achieve realization Multi -frequency connection, increase stickiness, and endorse the high -end green tea of ​​bamboo leaves to achieve product sales.

Zhou Chonglin, a tea culture scholar and author of "Tea War", believes: "The essence of traditional teahouses is spatial rental business, consumers need a quiet environment, tea is auxiliary. The essence of bamboo leaves is to increase retail. The essence of Tea'STONE is the same. At present, the retail business accounts for about 40%of its income. "

It is understood that Tea'STONE not only sells for pure tea, but also retail tea products and tea sets, and the proportion of retail is higher than many peers. A model of space experience+retail dual -line parallel.

All products such as tea, wares, and objects are designed and independent of the team's independent original design and have independent intellectual property rights, including illustration creation, space design, packaging design, tea utensils, and home and private appearance. They all have their own patents and copyrights. These related products are designed by professional creative teams such as TEA'STONE products, visual art, commercial aesthetics, and architectural space.

The two brands have the same goal and hope to achieve transformation on the retail end. In this regard, Zhou Chonglin believes that the service capabilities are tested in space, and the product power and brand power is the two logic. Retail requires tea and sales, which is a different way of sales.

Zhao Longjiang believes that the stores of the two brands are opened in the middle and high -end business districts to undertake different consumer prices and people.

It is worth noting that small cans of tea have also considered layout in the field of tea space, but Du Guozhen, the founder of the small pot of tea, finally gave up the business. At present, I am trying to sell tea like selling Apple mobile phones, enter the smoke hotel, and use tea as a model of fast -moving consumer goods.

Throughout these brands, small cans of tea are all categories, full -price bands, and all crowd coverage. It is suitable for layout in the vast channels to meet the needs of multi -category, multi -brand self -drinking and gifts for tea users. Bamboo leaf green products are relatively single, suitable for the high -end line of niche boutique. Tea'STONE is mainly based on space operations, which may be subject to the turnover rate and venue restrictions. It is difficult to break through the scale to a certain level. With peripheral products supplement, the ceiling can be raised.

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