The tea restaurant is red, how long can the new ice room lined up everywhere?

The hotness of the new ice room seems to break the previous question of the tea restaurant's upward development. But a series of difficulties that are gradually appearing can inevitably make people worry about how long this wave can last.

Earlier, Zhang Zhilin and other Hong Kong stars opened the restaurant in the variety show "The Night of the Greater Bay Chai". Among them, the frozen lemon tea, leakage milk and other Hong Kong -style items that appeared again awakened a group of consumers' Hong Kong meals. memory.

The Red Meal Network (ID: hongcan18) observed that a group of new Hong Kong -style tea restaurants named in the ice room and tea house took this red port style, which became popular. With nostalgic port scenes, upper -phase dishes, high cost -effective and fancy marketing, some of them even became hot online red shops.

01 new ice room popular, "subvert" traditional tea restaurant?

At less than 12 noon, the Weitong Ice Room on Beijing Road in Guangzhou has already been lined up. Many young customers come to the store's "leakage".

The so -called leakage of milk is actually a dessert similar to West Mados. Compared with the traditional West Most, the process of cutting milk is very fascinated by young customers. It is very satisfied. "Many customers who come to check in have believed that the leakage of this price of 17 yuan is the most attractive item in the store.

△ Hot milk is hot, pictures source: red dining net photo

The hotness of Weitong Ice Room is just a microcosm. According to Red Meal.com, a number of new ice rooms in Guangzhou, Beijing and other places have appeared in a number of new ice rooms in Guangzhou. Although the number of people waiting outside the door is not particularly exaggerated, people's enthusiasm for the new ice room can be seen.

Touring forward, the "ice room" originally originated in Hong Kong. At first, it refers to the place where cold drinks and snacks were drinking. Later, the Hong Kong public combined the tall western food and ice room, and the first -generation tea restaurant was born. From the perspective of development, the tea restaurant and the ice room have inextricable relationships. Because of this, the new -style ice room, which is now popular, is also regarded as the representative of the new tea restaurant.

According to the Observation of Red Dining Network, there are many differences compared to traditional tea restaurants.

The first is that the product is more innovative and more cost -effective. In addition to leaking milk, other items on the new ice room menu are also eye -catching: make the frozen ice in the tea into a bear frozen cotton tea like a bear; ; There are all kinds of milk ice, frozen and so on.

The product looks more interesting and the price is more affordable. Taking the Weitong Ice Room as an example, the per capita unit price is basically about 50 yuan. Under various group purchase and preferential activities, this price will be lower.

Secondly, the size of these new ice rooms has also changed significantly. The idea of ​​"small and beautiful" is cited by most stores, and the Keye Ice Room in Zhengjia Square, Guangzhou is only about 100 square meters.

△ Picture Source: Red Food Network Photo

In the creation of scenes, a more refined port style is present. The staggered mosaic tiles, hanging neon lights, huge traditional characters, MTR logos, classic Hong Kong films poster and other Hong Kong elements spread every corner.

In addition to continuing this series of Hong Kong wind decoration, some new ice rooms will also integrate other retro and trendy elements. The Minhua Ice Hall has jointly named ZMAX · Universe unclear grocery store brand, and then build a classic culture in the 1970s.

It is worth mentioning that the new ice room is obviously more proficient in marketing than traditional tea restaurants. On social platforms such as Xiaohongshu and Weibo, a group of large V and experts hardly show the strange environment and creative products of the major ice rooms, attracting visitors to check in. In addition, in these marketing main battlefields, the brands have also worked hard, and various group purchase discounts are endless.

02 new ice room, how long can it be new?

Needless to say, compared to the traditional tea restaurant, the appearance of the new ice room is indeed updated to a certain extent, but how long it can be maintained like this is still a question mark.

Looking back at the past, the tea restaurant has also had a particularly brilliant period as the predecessor of the new ice room.

Around 2004, Cuihua, known as the "Legend of Hong Kong Tea Restaurant", aimed at Shanghai, and continued to penetrate along the lines of East China, South China, and key first -tier cities. After landing in the mainland, from 2007 to 2011, Cuihua's sales revenue in the Mainland increased from 2.5 billion yuan to 7.1 billion yuan, and it was listed in Hong Kong stocks in 2014.

The business of Hong Kong -style fast -food brands such as Family Le, Dashuo, and other fast food brands are also rising. Everyone has expanded, locks in the South China market and deployed the East China market. Da Huo took the lead in occupying the North China market and opened many stores in Beijing, Tianjin and other places.

△ Picture Source: Everyone's official blog

But after 2016, the decline of Hong Kong -style tea restaurants began to appear. In 2020, the Cuihua Group suffered a first loss. The financial report announced that the company's operating income in the first three quarters was HK $ 434 million, a year -on -year decrease of 48.21%, and a loss of HK $ 78 million. Later, Cuihua's performance has been in a relatively sluggish state.

On May 24 this year, the official official official also issued a profit warning. As of March 31, 2022, the company's shareholders' shareholders accounted for about 70%from HK $ 153.6 million in the previous fiscal year.

From the perspective of the industry, the giants have been frustrated, showing that traditional tea restaurants urgently need new gameplay. Zhai Bin, the author of the red dining network, said that old names such as Cuihua and Taixing have deep feelings for Hong Kong people, but consumers in the Mainland cannot feel this feeling. In addition, these old names are the middle and high -end names. The route is large, and the unit price is very high. Even if there is a sense of feelings, it is difficult to make mainland customers pay for it. After entering the inland, many tea restaurants continue to produce the original formula, and in a sense, it has also become a self -proclaimed performance in the tea restaurant model. Because the environment and climate in the north and the south are very different. After many tea restaurants are opened to the north, the flavor of Hong Kong can not be restored according to the original formula ratio. The effect is very different.

"I don't know what the authentic Hong Kong flavor is. I just think that lemon tea in the tea restaurant here is sour and not delicious." Li Chun, a college student who has never been to the south There is no memory of Hong Kong meals. For them, the taste of food is much more important than whether it is orthodox.

The new genes of Hong Kong -style catering in the Mainland cannot be found. The consumer group of traditional tea restaurants has gradually appeared in age faults, which is also one of the main reasons for their development.

Perhaps I saw the problem of traditional tea restaurants. The new ice room began to pursue innovation, sceneization, and youth, in order to change the public's inherent impression of tea restaurants.

It is undeniable that the emergence of these new ice chambers has indeed brought new vitality to the market, but at present, whether it is product innovation or scene innovation, it does not have unique or differentiated cultural connotations. Just as many people in the industry are worried, the new ice room is still very likely to step on the rear of the predecessors.

△ Picture Source: Red Food Network Photo

03 What else does the new ice chamber still need to put aside the memory of the Hong Kong wind?

The homogeneity is serious and the product lacks core competitiveness. It has always been the pain of tea restaurants and various ice rooms.

Whether it is the past signature pineapple oil or the current popular milk leakage, the products in each tea restaurant and ice room are almost similar. These products do not have too strong core competitiveness.

For example, compared to the various types of lemon tea sold in the lemon tea specialty store, the "Bear Frozen Lemon" in the new ice room is just the frozen ice in the tea cup into the shape of the bear. There is no too much upgrade.

△ Bear frozen lemon, picture source: red dining net photo

In addition to the problem of product homogeneity, another flaw in the new ice room is that it is too dependent on Hong Kong -style feelings.

"Can't New Love" brought "Bowl Cake"; "Night of Greater Bay" has become "leaking milk" ... Over the years, the rise of the tea restaurant to Hong Kong -style catering in the Mainland has attached The popularity of nostalgic port winds.

Today, the iteration of consumer groups and the morality of Hong Kong -style culture have been visible to the naked eye. This will inevitably make people worry. When the rude of nostalgic port breeze has passed, the new ice room can still maintain its heat.

From the perspective of Red Dining Network, the new ice room needs to think about how to present old -style Hong Kong memories, but how to create a unique ice room memory for the new generation of customers through iterative innovation.

Each bowl of ordinary pork -roasted and smooth egg rice can be used as a gimmick with "sad ecstasy rice". Before people's nostalgic complex of "God of Food" disappear, they get a momentary fanaticism. However, "God of Food" cannot be the memory of each era. After the nostalgic port winds dissipate, only the unique brand memory created by the new ice chamber can retain customers.

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