The weather is hot, and a cup of refreshing tea
is the best "heat-relieving tool" for many people
Today in a milk tea shop
Many netizens found
A cup of tea used to cost twenty or thirty yuan.
The price is really expensive Down!
01
The era of "less than 10 yuan" milk tea is coming
Consumers are happy to hear it
The Beginning of Autumn has passed, but the heat is still unbearable. Xiao Jiang, a resident of Hangzhou, is a "milk tea lover". She said that this summer she found that many milk teas have been reduced in price. "I used to think that milk tea was a luxury product, and a cup of it cost more than 20 yuan. But now the price seems to be generally cheaper. You can buy it for more than ten yuan. There are also some coupons, and you can buy it for just a few yuan."
There are also many netizens on social platforms
expressing the same views
Unconsciously, “under 10 yuan” has become the key range for major new tea brands to “fight”. Mixue Bingcheng, which has been deeply involved in the low-price range, has driven down the prices of other brands with its 4 yuan lemonade and 2 yuan ice cream.
In some areas, Guming Lemonade has been reduced from 10 yuan to 4 yuan. Chabaido's yogurt purple rice milk is only 2.9 yuan a cup after discounts, and Heytea has also launched a limited-time event, "Pure Green Tea Yanhou" for 4 yuan a cup.
Not only are prices high, but new products are also being launched together, as well as various joint series.
Search on social platforms, and most of them are new product reviews
Mr. Qiu, a high-end tea brand operator, has 4 milk tea shops in Hangzhou. He said frankly, "The price "War" has significantly compressed profit margins. In addition, he also said, "If you compare brands horizontally, if they keep releasing new products and holding activities, if you don't come up with strategies, consumers will not be used to you when they are used to others."
China Food Industry Analyst, Guangdong Province Zhu Danpeng, vice president of the Food Safety Promotion Association, believes that the "price war" caters to the current consumer behavior habits of pursuing cost-effectiveness. "Basically, the leading companies are cutting prices now because their supply chains are already complete. For some single stores or if your bargaining power is not strong enough, you won't be able to survive. In fact, this round of price cuts is a reshuffle. process." Zhu Danpeng pointed out.
02
The market exceeds 100 billion
Brands are sinking and going overseas
The "2023-2024 China Tea Drinks Industry Annual Development Report" shows that last year, the new Chinese tea drinks market reached more than 190 billion yuan, a year-on-year increase of 15.7% ; It is estimated that by 2025, the market size will approach 250 billion yuan. The huge market potential of
stimulates the brand to further "enclose the territory". As of the end of June this year, Mixue Bingcheng had more than 31,000 stores, Guming, which ranked second, had more than 9,000 stores, and Chabaidao had 8,000 stores.
After "rolling" first-tier cities, it also needs to "roll" lower-tier markets. About 40% of Heytea's stores are opened in third-tier cities and below, and Guming's main focus is on the rural market, accounting for more than 30%.
At the same time, many brands are “going overseas” in pursuit of a broader market. For example, Mixue Bingcheng has nearly 5,000 overseas stores, most of which are in Southeast Asia. Coco and Gongcha have entered the British market. Heytea focuses on the European and American markets and has already entered the United Kingdom, Canada, the United States and other countries.
Wang Yuefei, director of the Tea Research Institute of Zhejiang University, said that "going overseas" tests the comprehensive strength of new tea brands in transnational operations. "A precise analysis of the market requires brands to have strong supply chain management capabilities and require constant transformation and upgrading."
03
How much are you willing to spend on tea?
Some media conducted a small survey:
How much are you willing to spend for a cup of tea?
From the comments of netizens, most people can currently accept the price of 10-20 yuan.
Source: Zhejiang Voice, Ningbo Evening News, Jimu News
Editor: Zhou Xiaoxue
Editor: Zheng Yangyang
Final review: Zhou Jianjun
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