China Food

Does anyone still drink milk tea?


 


卷,是没有止境的。

 


为什么在今天,开奶茶店已经成为一个破产笑话了?因为饮品行业太卷了。
卷不是原罪,大家都来卷恰恰说明赚钱。真正的问题在于卷错方向了。
今年是奶茶行业的坎儿,有品牌去年就顶不住了,一波全网围观的关店裁员热潮;
今年年初,另外一家也被爆大毕业,30%的员工饭碗不稳了;
还有个号称第一股的品牌,连亏四年了,好不容易上市,结果首份年报就巨亏1.45亿,到现在赢利点都没找到,不过倒是整了个喝奶茶就送虚拟股票的骚操作。
奶茶没做明白,元宇宙算是玩懂了。
although the book is very miserable, the expansion momentum is still very strong.
I can’t help humming when I think of the name. Last year, I met the franchisee group roast, who couldn’t make money selling hundreds of cups every day. However, 1792 new stores have been opened in the past 90 days.
is not very familiar with the texture. At first glance, it is the old Internet thinking.
the logic of the first half of the Internet is to burn money shop share, squeeze the ecosystem, dry up competitors, and then make data for the capital market. As long as the plate is big, there will always be fools to give money. Even if I don’t give much money, I have a substantial monopoly. Roll, roll his mother.
but even the Internet industry began to transform in the second half, emphasizing profitability, reshaping business logic, and talking about circular development. Spending less is to protect colleagues from graduation, and the new tea is still stuck in the first half.
the explanation of the new tea industry is very consistent with the current situation that brands do not make money and partners do not make money. They all say that it is the change of the external environment.
doing a good job is to have unique vision, accurate strategy and accuracy; It’s all the world’s fault if we don’t do well. When the epidemic comes, it’s too difficult for consumers to be happy with the new and tired of the old.
the logic is perfect and in an invincible position.
in fact, the new tea should see whether it is time to make adjustments after the early boom of rapid development has faded.
if you don’t adjust, someone will come out to pick up the leak in the market.
this leaky boy has appeared, and hit lemon tea with his hand.
originally, lemon tea was only a regional minority drink and a boxed beverage, which was at most a single product in the new tea store. As a result, it broke the circle directly in 2021.
in 2017, there were only 4.565 million users of hand-made lemon tea, mainly in Guangdong. By 2021, the consumer group of lemon tea had exceeded 30million, and began to expand nationwide.
if you carefully observe the beverage stores around you, you will find that there are more and more lemon tea.
what we eat here is the stock of the new tea industry, making sneak attacks on old comrades.
don’t new tea brands know this problem? Of course, I know that all fools in this market are dead.
however, due to the strong business inertia and the small-scale interest calculation in the process, it is difficult for new tea to come up with effective countermeasures, and only continue to rush in the existing direction.
it’s hard to turn around, only the head iron.
but the direction is wrong. The faster you run, the worse you fall.
In the process of constantly rolling in new tea, addition has become the norm.
often focuses on what the competitors have done. They also need to have their own. If others have three brothers, they will have five brothers. If others have taro balls in their fillings, they will add oats.
the battle of tea ingredients that kicked off in 2018, from milk jelly to konjak, from raisins to cocoa powder, all kinds of names, looks and tastes are piled up.
three piece set of small stuff + tea base + milk cover can’t be satisfied anymore. I’ve also seen an ice cream cone on milk tea and a crooked hat.
the result is that now, instead of drinking milk tea, we chew milk tea. Drinking a cup is equivalent to eating a meal.
consumers are finally full, not full.
this is the direction of the roll. There is a deviation from the drink itself, ignoring the core of the drink, which is for people to drink.
people are thirsty. What they pursue is a pleasure, not blocked by small materials.
there is no separation between eating and drinking. Now the catering industry, whether hall food or takeout, has begun to focus on taste.
pour oil, salt and seasoning fiercely, which is the inevitable trend after the industrialization of catering assembly line. Get rid of excessive dependence on chef skills and timeliness of ingredients, and make costs and products more controllable.
people who firmly believe that the end of the universe is online lending have gone to the live broadcasting room to sell prefabricated vegetables. Cooking bags and fast food bags are widely used, and the taste is heavier.
after eating, I feel bored.
if you mix it with a new tea like porridge, it will go straight to heaven.
in this general trend of heavy diet, we should solve greasiness and light burden, and complement each other.
unfortunately, the new tea can’t be matched with heavy flavor restaurants, whether it’s made of vegetable fat powder or fresh milk, even skimmed milk.
, especially after various additives, it is too high, and the definition of drink itself is lost.
new drink is determined to be a sweet little cotton padded jacket for consumers, but it doesn’t consider the current temperature of more than 30 degrees.
the more you add, the more consumers want to escape.
therefore, the lemon tea industry can take the lead in the beverage market that has been in the Red Sea. The right thing to eat is to return to the original heart, refresh and remove greasiness under the heavy taste of catering, and cool and remove summer heat under the high temperature everywhere.
the loss of consumers is the price of new tea rolls in the wrong direction.

This summer is so hot, although the new data of lemon tea industry has not been released yet, but if I put it here, lemon tea will explode again.
because I have observed the lemon tea shops near my home and the company, and they are basically in a burst state. In addition to offline viewing and the natural attribute of lemon tea to relieve greasiness, there are two directions that the new tea industry ignores.
the first is taste domestication.
people are not different from Pavlov’s dogs, especially in eating.
when I was a child, what I thought was delicious will remind me of my childhood when I eat it again when I grow up.
new tea, whether good or bad, is not something most consumers drink from childhood.
the power of taste domestication is too strong. The taste imprinted in the brain when I was a child is not only firm, but also sacred.
in recent years, the new tea has built a nationwide upsurge of drinking milk tea. Has it been successful?
succeeded.
but it is a difficult model, shaping public tastes out of thin air.
lemon tea has stepped on the “since childhood” point, taking advantage of the taste domestication that others have completed long ago.
since the 1990s, lemon tea has been spread in South China in the form of frozen lemon tea in tea restaurants. It not only occupies a place in Hong Kong and Guangdong catering culture, but also becomes an important indicator of whether lemon tea is authentic or not in a tea restaurant. After
, ready to drink bottled and boxed lemon tea appeared, covering the broader internal market of the country. Vita and Master Kang iced black tea accompanied many people’s childhood, regardless of region.
last year, a lot of things happened to vita, and last year happened to be the year of lemon tea fire.
God gives us a chance.
market vacancy appeared. Hand made lemon tea immediately filled the vacancy, and continued to water the taste seeds planted in childhood.
what is the highlight of lemon tea?
sour.
sour taste is the perfect match for today’s heavy flavor catering.
besides, the ancestors all said that acid is the first of the five flavors. This domestication has been imprinted into DNA. How to prevent this wave of market attacks on new tea?
the second is health cognition.
don’t deceive yourself. No matter how the merchants mention the concept of health, they all know that it is similar to the positioning of fat house happy water.
sugar, caffeine, plus fat, simple and direct happiness.
life is too difficult. I want to indulge before drinking.
refusing to accept the desire and still embracing the pipa is the same as saying that playing frisbee is entirely for fitness…
fruit drinks naturally have a health awareness.
brand can be said that coffee contains vitamins, which are good for your health. The consumer is Lu Yu Fu.
“really, I don’t believe it.”
it can also be said that milk tea contains malic acid and hesperidin, and the consumer is Bruce Lee reincarnation.
“I don’t read much, don’t lie to me.”
but there is lemon in lemon tea, which stresses that seeing is believing.
such a big lump of lemon is floating in the cup. Besides, there must be vitamin C and citric acid.
in fact, from the perspective of publicity, it can be seen that new tea drinks need to spend money on promotion repeatedly to emphasize the health attribute. Typically, the more guilty you are, the more you want to show off.
the lemon tea industry does not need to invest in this field at all. By default, lemon tea conforms to the healthy life route that consumers pay more and more attention to.
of course, this does not mean that milk tea is bad. I am a heavy fan myself.
instead, I want to emphasize that there is no need to integrate different circles. In the field where high calorie and high sugar are the source of human happiness, milk tea has stood firm, but in the track of healthy life, lemon tea naturally has advantages.
The success of sneaking attack on new tea with lemon tea by hand does not mean that you are stable.
the essence of business is the same. When you see where there is meat, you will rush up and grab it first. The bottom line is lower than who, and the consumers are confused.
lemon tea can be very simple. Make tea soup as the base, add sugar or honey, and mix it with fresh lemon slices to make it live.
in particular, some analysis institutions have given strong information that the gross profit of opening a lemon tea shop is often more than 75%.
lie down to make money and play with coin circles. Shake lemons quickly.
in an instant, all kinds of wild ways have come. Don’t wash the lemon peel, brew tea repeatedly, don’t use perfume lemon, choose cheap ordinary lemon, and then add saccharin to weaken the sour feeling of ordinary lemon, and even brew it directly with concentrated juice, which is not good taste.
then there are the favorite raw materials that are littered, the kitchen is messy, the staff fingers poke into the cup, and so on, which is not even food safety. After the rush of
, I read a survey that said that 90% of heavy lemon tea consumers in
only dare to choose special stores to buy.
but choosing a special store can’t guarantee that there will be no coquettish operation to change the labels of expired food. There are many news about the beautiful front desk and the rotten back desk.
human nature is a lover of dolls. The new beverage industry has gone through a hole, and the lemon tea industry has also stepped on it without hesitation.
however, there is a bright spot here. The lemon tea industry can be said to be the fastest to carry out industry integration and standardization.
and this specification is not set by any association, but by industry leaders.
I repeat one side: head players regulate the industry.
does it sound mysterious? How can it be so moral? It’s too fake. In the case of
horse race enclosure, the head player said that it was false to standardize for the development and expansion of the industry.
but from the perspective of their own development, the head players chose the most rational business model and gave the whole industry a sample, which is very true.
because only when the industry is good, his head can be valuable.
if the industry sucks, what about the head?
this is interest binding.
The first wave of template making is raw materials.
catering people all know a rule that catering is the last thing in the supply chain.
Haidilao is not afraid to close its stores because it has arranged another listed company to make raw materials.
front desk, is manual work, threshold is not high, technology is not strong, earn hard money;
the backstage is the technical work. Innovation can build barriers, the chain can produce scale effects, and earn smart money.
many new tea brands also know this way, and have begun to lay out the supply chain.
unfortunately, it’s still that sentence. The direction is wrong.
as the darling of capital, new tea is not short of money, but after getting the money, it is basically put on the store level to fight against competitors.
can do scene integration, such as opening an offline experience store.
can either do the digital upgrading of the consumer side, such as cultivating the membership system, settling in the e-commerce platform, and launching small programs to engage in private domain traffic.
has also been upgraded in terms of raw materials. Many new drinks are using natural materials and high-quality ingredients, but the focus is on the word “selection”.
choose or follow the procurement mode.
it’s not surprising that the new tea drinks’ strategic choice. Their product lines are too widely distributed, which is naturally comfortable.
has a wide product line, which is a good thing in many cases. It can spread risks and constantly launch new products to try and make mistakes.
is essentially the same as the popular “small sample test market” in the clothing industry.
however, the clothing industry can do this by relying on the mature clothing industry chain accumulated in China for many years. If a factory is found in the coastal area, it may be OEM for international brands. OEM and ODM can be used, and the purchasing quality is guaranteed.
the upstream procurement of the food industry is different, which is much more difficult than going to the vegetable market to buy vegetables.
now, many new tea drinks are also being promoted to make fruit drinks, most of which follow the season. Chelizi, strawberries, grapes, mangoes, peaches, watermelons, or in that sentence, what competitors do, they also have to do in a hurry.
this will inevitably lead to the new tea supply chain can not directly achieve the source, otherwise all kinds of orchards must be laid out, and new sources should be expanded at any time according to market changes, giving up the suppliers who have just signed the contract, and the investment is too large.
according to the hypothesis of rational people in economics, new tea drinks either use concentrated fruit juice to make up for the problem of inconsistent quality at the source, or multiple suppliers cooperate to solve the problem of untimely supply.
wide, scattered;
scattered, chaos. At most,
can only grasp the key nodes of tea (bulk tea), sucrose and fat powder, because they are all bulk.
is half self-made and half outsourced, so when xinchayin says that it is building an ecosystem, it is not news.
the lemon tea industry is the opposite, with two core raw materials, one is lemon and the other is tea.
especially after actively removing the mask of essence pigment sucrose, the quality of tea and lemon directly determines the taste.
with only these two cores, it is naturally motivated to stick to the end and directly achieve the source. Although
is a rising star, the head player who hits lemon tea directly skipped the process of “selection” and began to “make”.
lemon tea is a well-made brand. I have basically drunk it. I personally like the taste of linlee, so I grilled them.
linlee has been rising for only two to three years, and the number of stores has been more than 300 ahead of other peers. It has heavily invested in building its own tea gardens, adjusting the tea making process throughout the whole rise process, and the processing process is also self-control, directly optimizing the blending of tea according to the taste needs of lemon tea.
nowadays, many new teas actually fail to reach the number of scents in the propaganda. Anyway, there is a milk flavor covered, and lemon tea has no chance to be lazy. Only by conscientiously following the rules, can the overall taste quality be guaranteed.
is also the same in terms of fruits. Self built orchards and contracted orchards have been regularly monitored since the lemon is not mature, which is the same as the production inspection.
it seems quite secondary for the tertiary industry to work in the primary industry.
but this kind of operation either dies early or endures death to everyone.
you can talk about a small detail to show how “making” trumps “choosing”.
lemon tea became popular last summer. Coupled with the reduction in production caused by regional climate change and the imbalance between supply and demand, the price of perfume lemon raw materials soared, and the receiving price rose by 400% in a short time. Later, it continued to rise all the way. The peak unit price exceeded 36 yuan a kilogram, up 12 times.
on the one hand, the small stores that purchase goods in the fruit wholesale market were overturned by the suddenly soaring cost, and the power of deep cultivation of raw materials was seen in front of real players with their own lemon production base. On the other hand, last year, many new tea drinks also followed suit with the launch of lemon tea series. When the raw materials soared, they faced an embarrassing situation: the more
sold, the more they lost.
there is only ordinary lemon as a substitute, which is seasoned with food additives, away from the publicity of natural raw materials.
therefore, the lemon tea industry is dressed in the clothing of retail beverage enterprises, using the industrial model to do agriculture;
the new tea is dressed in the clothing of retail drinks and sewed with the buyer’s ideas.
maybe in the Internet industry, modular splicing is feasible, but in the beverage industry, it doesn’t work.
this is the inevitable result of rolling in the wrong direction.
However, dialectically speaking, although the lemon tea industry has begun to engage in agriculture, there are still shortcomings in its extreme dependence on a single category of raw materials.
that is the requirement for distribution efficiency, which is greatly improved.
the internal infrastructure of our country is well done, which makes many people feel that the efficiency of distribution is not a big problem. I know many friends who open stores. They all think it doesn’t matter to deliver it sooner or later, just don’t run out of stock.
for lemon tea based on fresh fruit, the timeliness of delivery determines the taste, and the taste determines life and death.
is mainly lemon used in lemon tea industry, which is too special.
lemons are found all over the country. Anyue, Sichuan, is also known as the city of lemons, accounting for 80% of the country’s lemon output. However, hand made lemon tea uses not ordinary yellow lemons, but juice rich perfume lemons with special requirements for aroma, acidity and sweetness.
perfume lemon is mainly produced in Guangdong, and other places are also trying to grow it. However, except for Fujian and Yunnan, which are slightly improved, they can’t meet the taste requirements.
production area is too concentrated, and it is contradictory to expand the whole country.
this requires the lemon tea industry to have a rapid logistics system covering the whole country to quickly distribute regional raw materials to stores distributed all over the country.
in addition, perfume lemon is very sensitive to temperature. After picking, it is necessary to maintain the green visual impact and fragrance. It needs to be pre cooled in the field at the origin, and then transported in the whole cold chain. This is not easy to find an outsourcing transportation company.
can’t help it. Only when the leading players in the lemon tea industry such as linlee choose to make their own distribution system and build their own warehousing logistics to carry out fresh distribution, can they ensure that more than 800 stores covering core cities across the country can arrive within 36 hours.
well, after retail, industry, agriculture, and now even logistics.
looking back at this time, we can see that lemon tea looks simple, but it is difficult to do well. There are many difficulties to overcome.
and the process of solving these difficulties is just right, which meets the key points of the layout of the beverage industry in the second half.
road is too narrow to be deviated, and the direction of the road is just right.
what is Tianxuan industry?
this is also why the lemon tea industry has the potential to rub other new tea drinks on the ground.
Lemon tea has a strong visual symbol. The clerk holds a big stick and beats the lemon hard, highlighting the texture of fresh production on site. Then, it can’t bypass the store.
most drinks need to break the circle and expand. In the rising period, they will avoid the direct marketing mode that will bring huge financial pressure and choose to join or “direct marketing + joining”.
to put it bluntly, everyone gathers firewood and the flame is high.
originally, this is a benign ecosystem, where brands, partners and consumers win.
as a result, many new tea drinks follow the coquettish routine and treat their partners as leeks.
brand doesn’t care about losing money. As long as the franchise stores are fooled in, the growth data of the stores are good-looking, and they can make money in the capital market.
making drinks is a sideline, and the main business is playing financial games. Under the business logic of
, stores are miserable because their interests are not consistent with the interests of the brand.
now new tea drinks are in a strange circle. The capital market is in full swing, and the body fat of consumers is soaring. A dozen or even dozens of new tea drinks sit in line on a commercial street, but the franchise stores are crying bitterly. During the publicity of
, it was said that the gross profit could reach 50%. After getting on the bus, it was found that losing money helped the brand earn a lot.
I have also opened a store myself, and have maintained a perfect record of opening one store to another, so I am very clear about the demands of the store, which is very simple – single store profit.
if you want to have a high flow, you must open it in a hot place with an inch of land and an inch of money. The slightly higher cost is to work for the landlord free of charge.
the key point is that many costs of stores are beyond their control. Raw materials should be imported from the brand side. SOP is set by the brand side, and equipment procurement, decoration materials, staff training, cashier system and membership system are all provided by the brand side.
once the brand side is not a real operating ecosystem, there is no incentive to lower the cost of these stores.
this actually goes back to the inevitable dilemma brought about by the supply chain dilemma mentioned just now. The brand side said that there was no way. It was not my expensive supply for you, but the price of raw materials was rising.
but the price of raw materials should be well controlled by the brand.
new tea is a purchasing mode, and the upstream of raw materials is to make money, especially many times the source is still one to many, so that the upstream has the bargaining power, and it can’t be controlled at all.
as for the lemon tea industry, the upstream has all been opened up. If there is no middleman to earn the price difference, the profit can be transferred to the store.
at the same time, it can also roll up agricultural topics in origin and raw materials, and efficiency topics in transportation and distribution. It has the power and ability to reduce costs, so as to ensure that stores still have enough profit space to expand after paying franchise fees, management fees and raw material premiums.
if you don’t have bargaining power from the source, you really don’t have to do it.
these days, everyone is not stupid. Once the account is calculated, everyone knows.
Hello, I’m good, everyone is good, there’s something to do.
Handmade lemon tea takes a refreshing route from the taste of the product, and is also very precise and sober in business logic.
relies on the transparency and rationality in the interaction from raw materials to processing, from transportation to stores, and forcibly emerges in the already seemingly Red Sea beverage market. The growth rate of users of
lemon tea reached 43% last year, much higher than the 10% growth rate of new tea, so it is typical to rob consumers.
and consumers are also happy to be robbed. Meituan’s data directly shows that lemon tea is the first choice of consumers in the tea industry in 2021.
the times have changed for the big men of new tea. The logic behind
is not complicated. The quality of raw materials is the foundation, the efficiency of the supply chain is the backbone, the inevitable way for stores to make profits, and cost control is the way to win.
if the new tea is still staring at the Internet, do not subtract where you should subtract, and do not plough where you should plough deeply, then the tuyere will inevitably give way to hand lemon tea.
this is not that consumers like the new and hate the old, but that a more mature business model defeats a business model that does not modify with market changes, and a business logic that emphasizes common prosperity defeats a business logic that only values its own revenue.
it’s time for new tea drinks to copy their homework from their descendants.
volume, there is no end.
source: banfosb (id:banfosb), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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