KFC's joining the new tea drinking situation and the brand is better than the brand?

21st Century Business Herald reporter Yi Jiaying Shanghai report

Recently, KFC's innovative brand "Grandpa Zi Tea" was opened in Suzhou. In the past two years, brand cross -border has been involved in the field of new tea drinks. Tongrentang, China Post, Wahaha, etc. have tried to find new business growth points in this field.

According to the data released by Yumsheng China ’s official website, as of the end of March 2022, KFC opened more than 8,400 restaurants in more than 1,700 cities in China. It is undeniable that these cross -border brands often bring rich experience in store operations, developed sales channel networks, brand reputation, etc., but the expected strong impact on the new tea market has not yet appeared. The test water of cross -border brands is also relatively cautious, and the store opening plan is not aggressive.

At the same time, the new tea market is already a red sea. The head brands are happy with tea. Naixue took the lead in cutting prices to reduce the price. New products and cross -border joint -name continued to update consumers.

Zhang Junjie, the founder of Overlord Tea Ji, said in an interview with the 21st Century Business Herald that the brand is relative and channels are absolute in the key factors of the tea drink industry in the future. Behind the channel capabilities is actually the sum of product capabilities, operating capabilities, and supply chain capabilities. "Cross -border brands such as KFC and Postal, in our opinion, in fact, they want to use their channel advantages. They originally had tens of thousands of stores."

"Brew" cross -border

Compared with the identity of the catering giant, the movement of KFC's new tea drink is slightly low -key.

The new tea shop called "Grandpa's Free Tea", which is the "Innovative Rice Milk Tea" and "Fruit Tea", which focuses on Jiangnan's new style, is concentrated between 13-19 yuan. At the same time, there are some dessert prices at 6-14 yuan.

Chinese -style elements can be seen everywhere in the store. Compared with the red store design of KFC restaurants, the main color of "Grandpa Self Tea" is pink, and the theme color is mainly pink and green, full of youth.

This move is not the footsteps of KFC to follow the footsteps of young people to expand the brand image to young people, so that Grandpa KFC is younger. "KFC's basic body is cooking. The overall visual recognition system of Xincharian store is a very complete set, but the track of fresh fruit tea is really crowded." There are many new tea brands such as Maru Matang and T COMMA who write "Fresh Fruit Tea".

In fact, this is not the first time that KFC has tried the new tea drinks, and its new tea road has been planning for a long time. However, it is worth noting that the newly opened tea shop this time did not rely on KFC's strong store channel advantages, but chose an independent portal, only the "KFC's innovative brand" in the lower right corner of the signboard.

Even so, the market still shakes. According to the data released by Yumsheng China ’s official website, as of the end of March 2022, KFC opened more than 8,400 restaurants in more than 1,700 cities in China. Since entering China in 1987, it has been deeply cultivated in the Chinese market for 35 years. Whether it is chain operation capabilities, supply chain, the driving of large brands, and scale advantages, it is impeccable.

The last new tea drinking player who caused market waves is still China Post. In June 2021, a large pharmacy in a Chinese pharmacy in Fujian Province opened a tea shop called "Post Oxygen". The categories provided include pure tea, milk tea, fruit tea and fruit milk. A total of 14 different teas, the price ranges from 7-23 yuan.

Whether it is KFC or China Post, it is both a store all over the country and a nationalized IP. The new tea brand hatched is like "born with golden keys."

Data show that China Post covers 54,000 postal branch bureaus, more than 600,000 convenience services franchise points, and more than 600 theme post office. According to this scale, as soon as the oxygen tea is rolled out, its scale is difficult to reach the existing new tea head brand.

For reference, PetroChina sells coffee at its Kunlun Holy Convenience Store. According to Yang Fuqiang, the co -founder of the Kunlun Hakka Coffee Brand of PetroChina Group, there are more than 120 stores currently grinding coffee. There are more than 10,000 stores with retail coffee, and the total sales of coffee products in 2021 exceeded 100 million yuan. Kunlun Hochia owns nearly 20,000 stores. If all of the existing coffee services are opened, Hochist coffee can become China's largest coffee chain brand.

However, the expansion of China Post and PetroChina is just the theoretical figures.

Competitive and fever

At present, the competition of new tea has become fierce in recent years.

The "2021 New Tea Study Report" released by the China Chain Management Association shows that the total number of beverage stores in my country is about 427,000, and the number of stores at the end of 2020 is about 596,000. Among them, the new tea stores accounted for the highest proportion, reaching 65.5%, and about 378,000 stores.

Now, KFC is inserted in it with a new brand. How fragrant is this new tea drink? When other industries slowly recovered, the new tea was already in June.

On June 1st, on the day of Shanghai's full resumption of work, the Store of Xisha Bailian South Bridge Shopping Center was officially opened at 10 am. By 12 noon, the store display showed that there are still 170 cups of tea drinking. The staff of the store said that it took only half a day. As of about 16:00 on the day, the store sales reached a single -day sales before the epidemic.

According to Ai Media Consultation data, in 2021, the scale of China's new tea market will reach 279.59 billion yuan. It is expected that the new tea market will return rapidly after the epidemic, up 51.9%year -on -year. The new tea super users are mainly young and middle -aged, and six become female users. Consumers who consume new tea every week account for 91.9%, and they drink 21.8%every day. The vast imagination space of the new tea market has also attracted many players to enter the game. The most intuitive feeling is on a bustling commercial street. You can see four or five new tea shops with different brands.

"The first factor in the new tea market is the product." Zhang Junjie pointed out that there are two development paths in the product: the first development path is like honey snow ice city, and the new frequency is very low. Several main items, such as lemonade, ice cream, etc., follow the path of this large single product. The core is in a relative price range to provide you with an absolute cost -effective product. The second path is to continue to push new products and keep stimulating consumers through new products.

Among them, the new product strategy is undoubtedly selected by more new tea brands, but it is difficult to develop a new category with its originality. The innovation of the new tea brand is slightly solidified and homogeneous. Generally, it is combined with various seasonal innovations, or cross -border joint patterns are constantly.

In addition to products, the current tea industry is also affected by channels. "But from the traditional pre -packaged drinks and cigarette hotel shelves, it has become a shopping center, university town, milk tea street, and walking street shops." In Zhang Junjie's view, the future key factors of the tea industry, brand It is relative, the channel is absolute. In addition, the core is the standardized ability and replication, but whether the advantages can be converted into competitiveness, consumers are the speakers.

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