Nai Xuexi tea reducing the price: routine mystery, sinking expansion, anxiety with inner rolls

Source | Tech Planet

Wen | Qiao Xue

Milk tea, the price is reduced again?

After the first round of price reduction competitions at the beginning of the year, the new tea industry ushered in the second round of price reduction: Hi Tea announced the price reduction of a variety of tea products, claiming that there were no more drinks starting, and Naixue launched the lowest launch of the lowest launch The price of 9 yuan a cup, Lele Tea, etc. also followed up, and the popular products directly reduced the price by 10 yuan.

Why do new teas such as Naixue's tea and happy tea "collectively cut off" so resolutely, is it really to give back to consumers? In fact, behind the price reduction is a heavy algorithm mechanism and routine, and even some bright drops.

Suddenly, the price reduction at the same time can be regarded as an important signal of the changes in the situation of the tea beverage industry this year: the change of the price makes the positioning of the new tea players of several echelons more blurred.

As the capital boom faded, the overall cold of the new tea track was cold, and Naixue's tea, happy tea, Lele tea and other prices were reduced to cater to the consumer market, but it was the epitome of unable to breathe under the competition.

The price reduction, the price increase in disguise, the new routine of the new tea drinks

The sweetness of milk tea feels like it may be deceived.

Hearing the news of the price of milk tea, sweetness must be the first to taste this wave of benefits, but after a comparison, she finds that it is far simpler than her imagination.

In terms of product pricing, the price of milk tea is indeed falling, but the first routine that consumers first face are that the amount has become less.

Taking Xicha as an example, the new product has added the Standard Cup (500ml) and the increase cup (650ml). Previously, the drinks basically used a capacity of 650ml, but the upgrade to MAX Cup requires 4 or 5 yuan.

The second layer of routine is that because of the change of the price of the product, many products with milk cover are now uniformly default without adding milk caps, and the price of a milk cover alone has changed from the original 5 yuan to 7 yuan Essence

Taking the hot tea hot -selling single meat grapes and pure succulent grapes as an example, the former retail price is 28 yuan, the 650ml large cup is used, the latter retail price of 19 yuan, the 500ml standard cup is used, and the default is also removed. Cheese.

Sweet told the TECH planet, taking a certain drink she likes as an example, the original ordering two cups and a cheese milk cover, the price is 35 yuan, now it costs 39 yuan, and the part of the separate point has a cheese version. Originally, it was originally. The price of the two cups is 48 yuan, and the current price is 46 yuan, which seems cheap, but in fact, the share has decreased by 300ml, that is, the money spent more, but the amount of milk tea in the mouth becomes less.

As the industry's header players, Xicha has promoted two waves of price reductions since the beginning of the year. For the most intense price reduction trend, other players in the industry have responded. In fact, the price reduction of other homes is exactly the same. Lele Tea will sell the original strawberry peach and cheese, which was originally priced at 31 yuan, and removed the large -mouth strawberry peach products after the sequence of "cheese".

"This is simply a consumer. In the future, you need to do mathematical problems when you buy milk tea. And the cheese is canceled by default, is it worthy of the word" Zhizhi "before the name?" Sweet Tucao said.

The price of milk tea seems to be reduced, and it seems to have not dropped.

In addition to the price of milk tea such as Xixue and Naixue, some brands have secretly increased their prices. Starting at the end of December last year, Gu Yan opened a quiet price increase: Take signature cheese polysmal grapes as an example. In early February this year, the price was in early February this year. It was adjusted from 18 yuan to 19 yuan, and now it is called Super A cheese grape, which is more than 20 yuan. Tea Yanyue will also rise by most of the products earlier this year, of which Fangxiao will rise by 2 yuan.

Naixue's tea and like tea have reduced prices, and the price of ancient and tea Yueye can be regarded as an important signal of changes in the situation of the tea industry this year: the change in the price makes the milk tea players of several echelons, and the positioning becomes more positioned. Vague.

In the original new tea track, Naixue and Xisha ranked first in the first echelon, with the price of 25-35 yuan, and Xisha even launched a drink with a unit price of 59 yuan; It is represented by Gu Yue and other, and the mainstream price range is 15-25 yuan; the third echelon is represented by Honey Snow Ice City, and the price is about 10 yuan.

Industry analysts believe that clarifying the price range of each other can make distinctions in the play, focus on the customer base they are positioned, and after the price reduction, the first echelon's happy tea and Nai Xue are as low as 8 as low as 8 as low as 8 as low as 8 The 9 yuan drink has a product of about 30 yuan. The difference between the single products in the same brand is relatively large, which is not conducive to its own positioning, but also gradually blurred the boundaries between echelons.

Behind price reduction: the losses expand, the ping effects decrease, and the profit is unknown

The days of new tea are not good, and it is particularly severe to high -end brands.

As the first share of milk tea, "Nai Xue's Tea" was listed for one year, and from 2020 to 2021, its losses expanded from 202 million to 4.321 billion. "Difficulty in profit" became the haze lingering on Naixue's head. Up to now, Naixue's tea stock price has fallen more than 60%, the market value has shrunk sharply, and the overall performance is not good.

According to public data, with the increase in the number of stores in various cities, the average daily sales of single stores have been reduced from 30,700 yuan in 2018 to 2020 yuan. At the same time, the order volume has ranging from 716 The order was reduced to 470 orders; the store operating profit margin decreased from 18.9%to 12.2%.

The situation of Xicha is not optimistic. According to Jiuqian consulting data, since July 2021, Xizhu's ping effects and store income have begun to decline nationwide. Taking the data in October 2021 as an example, the average store income and sales of sales have fallen by 19%and 18%compared with July; compared with the same period of 2020, the decline has been more serious, and it has fallen by 35%and 32%, respectively. An investor in the beverage industry told the TECH planet that another purpose of the price reduction may be that it is to snatch the customer base that was not in the price portrait. Judging from the price of consumers in 2021, the price of 26-35 yuan accounted for 26.2%, but the price range of 16-25 yuan accounted for 42.7%. Therefore, the middle customer unit price is still the mainstream consumer group.

From the perspective of growth rate, the compound growth rate of high-end tea drink shops in 2020-2025 will reduce from 75.8%from 2015-2020 to 32.2%. The forecast data shows that in the next 2-3 years, the growth rate of new tea may slow down the phases to 10%to 15%.

The slowdown in the development of the industry has become a trend. This "price reduction" is intended to seize the more user markets. The ceiling of high -end tea drinks has arrived. The market shows good, and gradually moves closer to the market of low -end customer unit price brands.

Nai Xue has shown the intention to fight for the sinking market. According to the monitoring data of the Jihai brand, Nai Xue opened 15 stores in the past 90 days, of which there are many third -tier cities such as Xiangyang, Hubei, Taizhou, Zhejiang, and Zhanjiang, Guangdong.

The reason for the price reduction is that because of the accumulation of the supply chain, it can ensure the quality and reduce the price. The other side is that the price reduction can not only expand the market size, but also gain more competitive advantages.

A drink supply chain person told the TECH planet that because the scale is increasing, brands in the industry's head can further force the supply chain, seek greater bargaining power, and the cost decreases. Controlled the supply chain.

Behind the inner roll, the new tea can not breathe

Store, or store.

As the most direct window of the new tea drink to reach consumers, a store, the better the point, can cover more users, and the customer acquisition efficiency is higher. By increasing the number and density of the store The brand awareness, opening a store is still an important competitiveness of the tea industry.

As an old -fashioned player in the tea industry, Nai Xue has not stopped the pace of opening the store after the listing. According to financial report data, as of December 31, 2021, Naixue's tea has a total of 817 stores. In 2021, Nai Xue The tea newly opened 326 new stores, a year-on-year increase of 66.4%. In 2022, it is expected to open 350-400 stores, which will go to the scale of thousands of stores.

The problem is that when the original first echelon sank, another problem also arises accordingly. How much is the chance of the second and third -tier cities?

According to Jihai data, the Star Statistics of Tech, as of June 2022, the number of stores in the second and below cities, the corresponding data corresponding to Mixue Bingcheng were 15,923, Tea Hundred Road reached 3289, and Guya was 4606.

In fact, the good point is almost "the master". Nai Xue and Xisha accounted for only a hundred proportion in the sinking market. It will become constraints. The middle and low -end brands have already occupied the user's mind to a certain extent, and will compete with the local tea brand.

The situation that will be caused at that time is that the second echelon wants to expand its own scale in first- and second -tier cities, and it is necessary to rely on products to seize the original market of Xixue and Naixue; while Xixue and Nai Xue must further expand the scale, then it is necessary The crowded second -line and other cities, seeking a place, and reducing the price is the only way.

Another competition is related to efficiency. Last year, in the period of explosion of oil citrus, in order to increase sales, Xicha specialized a set of machines for this, and used professional de -nuclear weapons to give 12 oil citrus at a time. Recently, Naixue's self -developed automated tea -making equipment has been piloted in some stores. Who can further improve SOP and operating efficiency in order to really make money.

Finally, the product is still the core of the new tea drink, and it is also a difficult problem in differentiation. During the new tea war last year, niche fruits such as yellow peel and oil mandarin were in the battle. In 2021, Naixue's tea launched a total of 105 new products, including 42 drinks, 37 baking products and 26 retail products. Push a new time on average. But a family of innovation, other homes may be able to imitate quickly, and the moat of high -end tea is still not obvious.

There is no differentiation in the advantages of the supply chain. For example, the juice supplier in milk tea provides raw materials for Naixue's tea and Shanghai aunt. ° C, Shanghai Auntie, Gu Yitang, Yihe Hall, Honey Snow Ice City, Tea Hundred Tao's ingredients; Hainan coconut products of Panda dairy products "first shares of condensed milk" are ancient, honey snow ice city, etc. supplier.

The development of new tea products is more like a combination of various raw materials.

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