June Red Meal Index: Tea Drink Head Brand Frequent Movement, Seeking the second growth curve

The Red Meal Brand Research Institute conducted an in -depth analysis of the 32000+ catering brand. On the basis of the big data of the red meal, the red meal index was published in June 2022 "the brand power list of the catering category" and "tea" The top ten beverages ".

In addition, this time it also released the "Top 20 Catering Brands" in June.

Jiu Mao Jiu sells 2 egg pancake equity, Norva Coffee 100 stores open together

Judging from the ranking, the top ten in June were still occupied by tea, savory, Chinese dining, hot pot, rice and chicken steak fried chicken. Among them, the tea brand accounts for 3 seats, the bracelets are 2 seats, the Chinese dining brand accounts for 2 seats, the hot pot brand accounts for 1 seat, the rice food brand accounts for 1 seat, and the chicken steak -fried chicken brand accounts for 1 seat.

Compared with May, the list of some brands in June has slightly floating. Specifically, a total of 36 brands have been raised, 32 brands have declined, 3 new people are on the list, and 29 brands have not changed. Judging from the previous ten seats, Haidilao, Mixue Ice City, and Jimei duck neck ran in the top three.

Generally speaking, compared with the red meal index of most brands in the red meal list in June, only a small number of brands have risen a lot due to factors such as business adjustment and acceleration of pace of expansion. The ranking is also adjusted. The more typical representative brands include Jiu Mao Jiu and Norva Coffee.

According to 36 氪, on June 17, Jiu Mao Jiu issued an announcement that its indirect wholly -owned subsidiary Guangzhou Pinxin Yuegu Enterprise Management Co., Ltd. sold 80.85%of the two egg catering Co., Ltd., which was controlled by RMB 509,400 Essence Since then, the two egg pancake brands are no longer an indirect non -all -funded subsidiary of Jiu Mao Jiu.

It can be seen from the financial report data of Jiu Mao Nine 2021 that the number of 2 egg pancake stores in the past three years has continued to decrease, from 65 in 2019 to 25 at the end of 2021. In the total revenue of Jiu Mao Jiu Group, the revenue of 2 egg pancakes accounted for relatively small revenue. For the "second curve" of the "second curve" of Tai diebal fish, it is more likely to become its "third curve" for hot pot and even Lai Meili Meishan vine pepper grilled fish. At this time, 2 egg pancake brands are cut off It also means that Jiu Maojiu will pour more resources on the development of key brands.

At the same time, on June 21, Nova Coffee announced on its official public account that "100 stores opened", and its new stores were concentrated in Shanghai, Wuhan, Chongqing, Chengdu, and Guangzhou. It can be seen from the list of new opening stores announced that in addition to first -tier and new first -tier cities, second- and third -tier cities are also key cities for their expansion.

As the emerging brand of currently grinding coffee in China, Norva Coffee has only been founded in 2019 for only 3 years, and its expansion speed is relatively fast. According to the big data of red meals, the number of Norwa coffee stores has reached more than 1,100. In more than 10 provinces across the country.

Huang Shanghuang's revenue continued to decline, and the ranking of the list was raised as follows

In June, some brands have declined because of their flat performance, the red meal index has declined, and the list ranking has fallen.

In recent years, the performance of the Lifei brand Huang Shanghuang is mediocre. According to its financial report, in 2021, the revenue of Huangshanghuang in 2021 fell 4.01%year -on -year, and net profit fell 48.76%year -on -year. Not only that, the number of stores at the end of 2021 also decreased by 346 compared with 2020.

In the first quarter of 2022, Huang Shanghuang's revenue continued to decline. During the reporting period, Huang Shanghuang achieved revenue of 542 million yuan, a year -on -year decrease of 10.62%. As of the end of June, more than 3860 national stores in Huanghuanghuang. Compared with the peeling duck neck and Zhou Hei duck, Huang Shanghuang is the only brand in the 2021 "three giants" of the "three giants". It can be seen that the development of Huang Shanghuang has been unsatisfactory in the past year. Although Huang Shanghuang said that it will speed up the extension in 2022, how will the subsequent results remain to be observed.

Tea Drink List: Frequent actions of the head brand, and seeking new growth points

In the tea list in June, Mixue Bingcheng, Xixi Tea, and Naixue's tea occupied the top three seats in the tea drinking list. back.

Since June, the brand of tea heads has been frequent, but it cannot escape a common goal, which is to find new growth points. First, in early June, Huashan, chairman of Hua and Huahua Marketing Consulting Co., Ltd., posted on social platforms, saying that Mixue Bingcheng overseas stores had exceeded 1,000. It is understood that Mixue Bingcheng overseas stores are mainly concentrated in Southeast Asian countries such as Vietnam, Indonesia, Malaysia. It can be seen that Mixue Bingcheng has quietly aimed at overseas markets such as Southeast Asia, and continued to copy domestic play in the Southeast Asian market. The expansion of the store was very fast.

At the same time, there are many trends in Xizhu in June. First, it continued to explore in the low -cost fruit tea market, and launched a new succulent peach Li Li with a price of 15 yuan, which is a new product with the lowest price of tea fruit tea this year. In addition, there were media reports in June that Hi Tea invested in the coffee service provider "minority coffee", and the shareholding ratio reached 12%. And this is not the first investment of Xicha's coffee track. In 2021, Xicha also invested in Seesaw coffee, and the founder Nie Yunzhang also personally invested two coffee brands -crow coffee and Kuddo coffee. This may mean that the tea is intended to expand the coffee track outside the tea by injection.

In June, the pace of Tea Yanyue's expansion has further accelerated. In mid -June, Chayue Yuese official WeChat announced that Nanjing will become the third station outside the province outside Wuhan and Chongqing, and will open a new store in Nanjing in August. This layout shows that the behavior of tea Yan Yue color is becoming more and more obvious. Hot List: Honey Xue Bingcheng again out of marketing strange tricks

The hot list of catering brand media is mainly based on analyzing the search and exposure of the brand on WeChat, Weibo, and major news websites. In June, the top three brands in the media enthusiasm are Honey Snow Ice City, KFC, and Hi Tea. Following the brands such as McDonald's, Tea Yanyue, Pizza Hut.

The top of the top of Mixue Bingcheng in June has re -marketing to make the brand's popularity rise. In June, in order to cater to the new product of mulberry flavor, Mi Xuebing City turned all the snow king logo of the takeaway platform shop into black. The direct -operated stores and franchise stores changed this avatar simultaneously, which aroused the attention of netizens, and the attention of netizens, and the attention of netizens, and the attention of netizens, and the attention The related topics of##also appeared on the first place in the Weibo hot search list.

KFC, who ranked second in the popular list, also moved in June. According to relevant media reports, the first store of the current tea brand "Grandpa Self -free Tea" under the end of June was officially opened in Suzhou. Grandpa's prices of self -free tea are relatively affordable. The price of the cup in the drink is less than 20 yuan, and the highest ones of the big cup only cost 23 yuan. In addition, its products also include snacks, ice cream, etc. in addition to tea.

In fact, as early as 2019, KFC tried to make water -made tea products, but at that time, KFC only sold tea drinks at dessert stations in some stores across the country, but now it is the first time to open a store. It can be seen that the fast -food giant still remembers the track of tea. However, in the face of the continuous tea track of the inside, whether Grandpa's free tea can still be observed.

Introduction to Red Meal Index

The "Red Meal Index" is a quantitative indicator of the comprehensive measuring brand power. It consists of four dimensions: consumer evaluation index, media communication index, operating health index and honor endorsement index, with a full score of 1,000 points.

The popularity value is the secondary indicator of the red meal index. According to the comprehensive assessment of the online order, the amount of comments, and the exposure amount; Factors such as differential review rates.

- END -