China Food

One million cups of tea sold every day, will it be the next ice city?

 


万单之王称号的背后,考验的是品牌运营,也是击中用户需求的产品和服务洞察,更是与用户建立链接,从流量到养成的全流程把控。

 


我国茶饮咖啡品类目前营业中门店数约为54.9万家,2020年新开店数约为18.9万家,关店门店数约为21.1万家。

其中净增长排名第一是“蜜雪冰城”,净增第二是“书亦烧仙草”,排名第三是“古茗”。

作为净增长排名第四的“茶百道”,于2020年底门店数突破3000。由于其外卖万单称王而被业内关注。
The dark horse of tea industry
According to the platform data, the monthly sales volume of takeout on a single platform is 9999 + in many stores of chabaidao in many cities, and there are “ten thousand single stores” repeatedly. Some stores, only a single product, take out monthly sales can exceed 5000 orders.
At the end of April, when the consumer sector opened the take away app and searched the tea stores in Pudong, Shanghai, one of them sold 9249 orders a month, and the other sold more than 10000.
Number of take out orders for 100 tea courses on take out platform
If you win, you lose. According to the data of narrow door restaurants, the number one brand of tea and coffee is closed, with 800 stores closed in a year.
It can be seen that the opportunities of this track are decreasing and the risks are increasing. If you are not a professional player, you must think twice before entering.

茶饮行业的分层概况

业分布由于定位及扩张方式不同造成茶饮行业产生明显错位竞争。
 
01 high end tea
 
Under the direct marketing mode, the expansion speed of stores is limited, the number of main high-end ready-made tea brands such as Xi tea is no more than 1000, and the stores are mainly distributed in the first-line and new first-line contour cities.
 
This echelon is represented by Xicha, Lele tea and Naixue tea. The price of single product is more than 25-30 yuan. Besides the high price, the added value of the brand is also on the high side. At the same time, the degree of product standardization is relatively low. The stores mainly adopt the direct sales mode, and are committed to balancing and building the brand and quality, so as to meet the social and personalized needs of consumers.
 
02 mid end tea
 
The number of representative brands such as coco and yidiandian stores is more than 3000, and the city level distribution is uniform.
 
The middle and high-end zones are represented by chabaidao, chayanyuese and Qifen sweet. The unit price is basically between 16 yuan and 25 yuan. Compared with high-end brands, the price is lower, the added value is limited and the degree of standardization is high. Most of them adopt the expansion mode of franchise.
 
Among them, chabaidao seized the opportunity of epidemic takeout and made great efforts to operate the takeout system. The monthly sales of a single store were 10000 orders, and it is still the best in the category. Some brands will set up direct marketing mode to establish brand image, such as tea color.
Distribution map of new tea in China
 
03 popular tea
 
The price of such brands is slightly lower than that of middle and high-end brands, and the unit price is basically controlled at 10-16 yuan. The main brands are yidiandian, coco, auntie in Shanghai, shuyishaoxiancao, etc,
 
The product price is more people-friendly, but the added value and personalized service are less, the product innovation is less, but the degree of standardization is higher, which can quickly realize the franchise and expansion of stores.
 
04 low price tea
 
With miyue ice city as the representative, the stores can be copied quickly driven by the franchise mode and supply chain. At present, the number of stores exceeds 10000, and the main stores are concentrated in the third tier cities and below.
 
The price of single product in miyue ice city is less than 10 yuan. Relying on the advantage of high degree of standardization, the expansion and replication can be realized quickly. In the development, through the cost control of supply chain and procurement link, the scale advantage brings the price advantage, so as to achieve the ultimate cost performance.
 
Store 10000 + is the concept of self built channel, with the price range of 7-9 yuan. From the perspective of the shelf life in minutes, miyue ice city has great potential to subvert the traditional competition pattern of bottled drinks (Wahaha, Wang Laoji, etc.) with monthly quality guarantee.
 
Whether it is the growth of the scale of miyue ice city or the single store sales of chabaidao, it can be seen that the development speed of head brands with different positioning is no less than that of the Internet in those years, and the entrepreneurial opportunities of tea drinking track are closing down quickly!
We have studied the low-cost honey Snow Ice City, high-end hi tea and IPO Naixue tea. Let’s look at the 100 ways of king of ten thousand orders tea that can make young people order crazily. What’s the right thing to do?
 
The development of the store scale of chabaidao is divided into three stages, which also reflects the characteristics of different stages of the development of China’s tea industry.
 
01 from 0-300 stores
 
Founded in 2008, chabaidao originated next to Wenjiang No.2 Middle School in Chengdu. At that time, Chinese tea was mainly made of powdered tea. Coco entered the mainland market at that time, and hand-held tea was once popular. But in 2011, the plasticizer incident of Taiwan milk tea broke out, and consumers began to pay attention to the healthy ingredients of milk tea.
 
In the initial stage, it took 11 years for chabaidaohua to expand its stores to only 300.
 
02 completed 300-800 stores growth
 
After a long time of trial and error, chabaidao finally determined the store style and the creation of panda IP. The ever cheap panda represents Chengdu and Chinese elements, with high recognition and low cognitive cost, which is well known by people all over the world. Help the brand quickly build up awareness.
 
At the same time, the concept of xiancui fresh tea has been rising, the tea business has been constantly upgrading, and the research and development has always focused on the high-level sense of the product. Good products are the underlying logic of the brand.
 
In one year, the number of stores reached 800.
A hundred courses of tea fried Oreo cake milk tea
 
03 1000-3000 stores break out
 
In 2020, the epidemic broke out, but the chabaidao stores bucked the trend. It took only nine months, and the number of stores exceeded 3000, which was equivalent to opening seven stores every day.

 
At a time when travel is restricted by the epidemic situation, chabaidao has been making efforts to operate takeout. In the hot areas of various cities, the 10000 order takeout of chabaidao has always been the standard configuration.

茶百道的门店进化史

 
The details of takeout operation will be explained in detail in the following part. The charm of Wandan makes many entrepreneurs in a state of hard to get tea.
01   Meet consumers’ psychological expectations
The consumption of milk tea can not be separated from the psychological characteristics of small life, small sentiment, small happiness, small accident and small satisfaction, which has the characteristics of fleeting popularity.
 
In order to meet this characteristic and the change of consumers’ taste, milk tea brands need to innovate products as much as possible to improve the speed of product replacement.
02   Tea hundred content data
 
Delicacy, Kwai tiktok, emerge in an endless stream of tea and milk, and from the browsing data, the tea hundred road’s content of reading is slightly better than that of the high-end tea brands like Xi Cha and LeLe tea.
03   The taste of the products is better than expected
 
The R & D team of chabaidao will repeatedly test for a milk cap. The thickness of the milk cap must reach the maximum value in the industry, and the taste is guaranteed to win.
 
This explains why the course of tea packing is so popular. Without good products and taste, how can it attract so many young people who can eat and play?
User create order strategy
04   Users create content together and play different tricks
 
In the content of the popular video, a blogger ordered a cup of milk tea with six ingredients, and then put the milk tea into different ingredients. After that, he got one milk tea and five desserts.
 
This kind of unexpected consumption experience, small indeed lucky, small satisfaction, small surprise may be the secret of tea hundred road.
Product strategy of 05 cha bai Dao
 
From the original menu of 40 products to 25 boutiques, chabaidao has been updating the iterative menu following the market heat and market potential.
 
Unpopular models will be quickly eliminated, and the dark horse products of the current season will certainly appear in the new menu. Product strategy is to follow traffic, attract traffic, gather traffic, focus products and form scale.

 
In xiaohongshu, Keke turns to the order strategy of chabaidao. His mouth is watering. He opens the takeout app and finds a nearby store. He gets a cup of it and the rule of “no threshold” wins the great favor of the single youth.

线上奶茶点单攻略
 
Let’s see the details of the takeaway operation of tea Baidao
 
01 extend business hours

 
For stores in popular locations, take away business hours range from 3 a.m. to 24 hours, which can meet users’ purchase needs at different time points in terms of business hours.

 
Behind it is the multi-dimensional brand comprehensive strength of staff management, cost calculation and store floor effect.
 
02 1 cup delivery reduces the threshold
 
Some stores in chabaidao have launched the take away rule of one free cup and 10% discount. This small strategy can release a large number of single scene users’ demand for orders.

 
What is behind it is to help consumers realize the freedom of individual order, which directly eliminates the common pain point of taking out. It reduces the decision-making cost of consumers.

How to change milk tea into desserts

 
Detail design of 03 takeout page

 
In the takeout business of chabaidao, there is a team of dozens of people in the rear to guide and operate the store. Compared with the takeout pages of other brands, the pages of chabaidao have detailed control and consumer guidance from top to bottom.
 
At the top of the page: the rolling seasonal advertising screen displays the latest products, but also increases consumers’ awareness and understanding of the brand.
 
Product display: the menu is divided by series, with clear classification. In the category, the guide of soaring popularity and regional sales ranking is specially done to guide consumption. At the same time, it is also the re promotion of popular products.
 
Tips zone: detailed explanations of all kinds of product problems are arranged clearly one by one, which can be regarded as a display page of online customer service. The contact us page clearly states that there are any delivery, leakage and taste problems. Please contact us in time, and we will make another cup for you.
  
In fact, no matter how close to perfect the take out page display, behind the monthly sales of ten thousand orders, must be the planning of product marketing, as well as excellent product quality, store service, health and quality inspection.

The IP expression pack of chabaidao
 
Behind the title of king of ten thousand orders, the test is brand operation, product and service insight that hit the user’s needs, and the whole process control from flow to cultivation by establishing links with users.
Author: Zoe; Source: consumer sector (ID: xiaofeijie316), reprint authorized. Joining the community: Cherry (wechat: 15240428449); Business cooperation: Amy (wechat: 13701559246). Recommended reading|  |  100 billion light food    |   NMN|   |  |  Collagen Peptide  |  A week’s hot news of walnut element selection column  |  Innovation interview – Ling Ting  |  New Xiu brand  |  Trend insight  |  Packaging outpost fbic 2021 food people are “watching”
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One million cups of tea sold every day, will it be the next ice city?

05 茶百道的产品策略
 
从最初的的菜单上40款产品,精简到25款精品,茶百道一直都追随市场热度和市场潜力更新迭代菜单。
 
冷门款会被迅速淘汰,当季的黑马产品一定会出现在新菜单。产品策略就是跟随流量,吸引流量,聚集流量,产品聚焦,形成规模。

外卖运营把控细节

线上内容的投放和用户自传播内容不断发酵之后,外卖订单系统的细化运营就能很好的承接内容流量。
 
克克在小红书翻到了茶百道的点单攻略,馋的口水直流,急忙打开外卖APP,找到附近的店,一杯起送,毫无门槛的起送规则就赢得了单身青年的极大好感。
 
一起来看茶百道的外卖运营细节:
 
01 拉长营业时间
 
热门地段的门店,外卖营业时间从凌晨3点到24小时运营不等,从营业时长上满足用户购买需求的不同时间点。
 
背后体现的是店员管理、成本测算、门店坪效等多维度的品牌综合实力。
 
02 1杯配送降低门槛
 
茶百道有些门店推出,一杯免费起送,共享9折优惠的外卖规则,这一小小策略就能释放出一大批单身场景的用户下单需求。
 
背后体现的是帮助消费者实现个人点单自由,直接消除了外卖凑单的普遍痛点。降低了消费者的决策成本。

▲点单攻略奶茶变甜品
 
03 外卖页面的细节设计
 
在茶百道的外卖业务中,有一支几十人的团队在后方给予门店指导和运营,相较于其他品牌的外卖页面,茶百道的页面从上至下,都有细节的把控和消费者引导。
 
页面上方:滚动的当季广告屏,展示最新产品的同时,也增加了消费者对品牌的认知和理解。
 
产品展示:菜单按系列划分,分类清晰,品类中还特意做吃了人气飙升名次和地区销量排名的引导,引导消费同时也是爆品的再次推流。
 
提示专区:各类产品问题的详尽解释,都有一一排列清楚,算是一款线上客服的展示页面,其中的联系我们页面,明确说明有任何的配送、漏洒、口味问题,请及时联系,我们将为您重做一杯。
  
其实不论外卖页面展示的多么接近完美,月销万单的背后,一定是产品营销的策划,以及过硬的产品质量、门店服务、卫生质检方面的硬实力。

结语

从线上内容投放,到外卖定单流程的优化,再到门店快速扩张,最终实现消费者从获取信息,到点单购买体验,到家门口的门店消费,再到品牌形象的不断深化,最终实现了从线上流量到忠实用户的养成全流程。

▲茶百道IP表情包
 
万单之王称号的背后,考验的是品牌运营,也是击中用户需求的产品和服务洞察,更是与用户建立链接,从流量到养成的全流程把控。
作者:佐伊;来源:消费界(ID:xiaofeijie316),转载已获得授权。
加入社群:Cherry(微信:15240428449);
商务合作:Amy(微信:13701559246)。

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