China Food

After five days of abstinence, Ruixing, I’m faster than my wallet

“ 
15 yuan a cup of Ruixing saved the young people?
 
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文:槽值  

Source: Cao zhi163)

 

“Has the coffee arrived? I can’t open my eyes.”

The early C of a worker is never only the dimension C on his face, but more importantly, the coffee of life extension.
Once upon a time, when we talked about coffee, we could not get around the foreign brands represented by Starbucks and Costa. However, in recent years, a brand has come down from the sky to seize the market in young people’s coffee cups:
Lucky.
In that year, the new comer Ruixing “scattered securities all over the sky” and made great progress. In 2019, it was listed on Nasdaq, with an issue price of US $17 / share and a market value of US $4.2 billion.
Just as the speculation of “star or ruiruirui will win in the end” was rampant, in 2020, Ruixing’s “financial fraud” storm hit, and the trading was suspended and delisted in June, ending at $1.38/share.
Two years later, Rui Hsing, who was once praised as bad, has a rising sense of existence
“Niu Hu Lu Ruixing” is going back to the palace for revenge?
If milk tea can’t cure it, I’ll give it to Ruixing
“Have a cup of ice American style. It’s bitter. It’s as bitter as my life.”
I do not know when, milk tea has been unable to grasp the pursuit of “health” and “sugar control”; Coffee has taken its place and appears more and more frequently in young people’s hands.
In pursuit of soberness and restraint, they have created an increasingly large coffee market. With the help of the good wind, we can send good luck to Qingyun:
On August 8, Ruixing released the second quarter financial report, with a total net income of about 3.299 billion yuan, an increase of 72.4% over the second quarter of 2021;
The average number of monthly trading customers in the second quarter was 20.7 million, an increase of 68.6% over the previous year
“The streets are full of auspicious luck” is not the illusion of young people.
Ruixing currently has 7195 stores, an increase of 9.3% over the first quarter, 1434 more than Starbucks, and has become the coffee brand with the largest number of stores in China.
Tuyuan CCTV network
Many people’s first reaction may be: is Ruixing not cold?
Two years ago, Ruixing heard the explosive news of “suspected financial fraud of 2.2 billion yuan”, which cooled the hearts of many employees:
“In the future, there will be no cheap coffee to drink.”
In January 2020, muddy water, a research institution in the United States, released an 89 page “short report”, which directly pointed to Ruixing’s financial fraud:
“There are falsification of financial and operational data, exaggeration of store order volume, net selling price of goods, etc.”
Tuyuan CCTV network
In April, Ruixing disclosed to the US Securities and Exchange Commission that “2.2 billion transaction volume was falsified”, saying that “the financial fraud of the company’s chief operating officer was discovered through self-examination, involving about 2
After all, after all, a cup of coffee with a price of 40 yuan is really difficult to become everyone’s “life-saving water”; In contrast, 15 yuan Ruixing is really suitable for “life renewal”.
“Fast and cheap” can always bring great attraction to a student party who has a hard life or an office worker who is anxious to go back to a meeting.
“When I moved to a company that didn’t reach Ruixing, I could only drink coffee at twice the price. My wallet and I collapsed.”
“Why do I drink 30 cups of ice American style? Isn’t Ruixing’s ice American style with more than ten pieces fragrant?”
Many of Ruixing’s stores are located in office buildings in the business district, ensuring the speed of distribution; Most of them are small shops, and some even have no seats.
By the end of March this year, about 48% of Ruixing’s self operated stores were located in office buildings, and about 12% were in universities / tuyuan CCTV
The store area is small, the rent is low, and the low operating cost can also be used to maintain the normal operation of the store.
However, under the current “prosperity”, Ruixing has also exposed some problems.
With the frequent emergence of new products, many products are also facing considerable controversy. Negative comments such as “your honey, your arsenic”, “lucky but hard to drink” and “diarrhea after drinking” often appear on social networks.
“It’s sweet and greasy. Ruixing lost money.”
“Isn’t Ruixing really made of laxative? Rui can’t go down.”
Tuyuan Weibo
At the same time, the rapid expansion of store scale and order growth also exposed some problems for Ruixing.
On a consumer complaint app, there were 4045 complaints about “Ruixing coffee”.
The contents of complaints include foreign matters such as insects in coffee, food hygiene and freshness.
There are also some problems in the operation, order ordering and after-sales process, such as failure to refund after a wrong order, failure to compensate for overtime, failure to issue an invoice, failure to use coupons and gift cards.
Among the various complaints, the most intolerable problem for consumers may be food safety.
After all, this is the bottom line of all catering companies.
The problems of “drinking insects” and “drinking foreign matters” reflected by customers may be the most powerful reminder to Ruixing.
Drinking bugs is really a critical hit / complaint app screenshot
After all, no matter how much people like coffee, they may also have some psychological shadows when drinking “unknown creatures”:
“If you drink this life-saving water, it may not save my life, but it will kill me.”
Young workers, do you think coffee is just needed?
Young people often hold a cup of coffee in their hands, which may be an increasingly common phenomenon in recent years. The coffee market in China has experienced different stages of development in the past few decades.
Since 1989, Nestle coffee has been the first to launch “1 + 2” instant coffee in China. It has been widely advertised to people
More and more students and office workers are willing to choose a cup of coffee that is “good and inexpensive” to cheer themselves up.
Perhaps Ruixing has made a good start.
But it still has a long way to go.
reference material:
1. Mantis observation: a hundred year history of Chinese coffee tells a story of milk tea
2. Carmen: lilushu’s magic coffee advertisement is on the screen. Why do young people eat this?
3. Shiqu: raw coconut latte, lilushu, Ruixing is living well?
4. Radar Finance: Ruixing holds hands with the coconut tree, and the ground cannot be put down
5. Blue shark consumption: why does Ruixing not die?
6. Shi krypton shared: why can’t the market forget Ruixing?
7. Times: this may be the latest time Ruixing has left Starbucks
8. Li Daban: Ruixing’s performance soared. Is there any fraud this time?
9. BT Finance: Ruixing, why are you making more and more money?
10. Several datavisions: Ruixing understood the coffee issue
11. Barn new Chinese products research institute: five inspirations from the resurrection of Ruixing coffee
Media business cooperation: Amy (wechat: 13701559246); Join the community: Cherry (wechat: 15262433826).
related reading
Read the original text
After five days of abstinence, Ruixing, I’m faster than my wallet
伴随着新品频频出圈,许多产品也面临着不小的争议。所谓“汝之蜜糖,彼之砒霜”,“瑞幸难喝”“喝完拉肚子”的负面评价也时常在社交网络出现。
“又甜又腻,瑞幸赔钱。”
“瑞幸真的不是泻药做的吗?瑞不下去了。”
图源微博
同时,快速的门店规模扩张和订单增长,也让瑞幸暴露出一些问题。
在某消费者投诉App上,关于“瑞幸咖啡”的投诉高达4045条。
投诉的内容,既有咖啡中喝出虫子等异物、食材卫生和新鲜等食品安全问题。
也有点错订单后无法退款、超时不予赔偿、开具发票失败、优惠券和礼品卡无法使用等操作、点单、售后流程问题。
在种种投诉中,最让消费者无法忍受的可能还要属食品安全问题。
毕竟,这是所有餐饮公司最不能让步的底线。
而顾客反应出的“喝出虫子”“喝出异物”等问题,可能是对瑞幸最有力的提醒。
喝出虫子真的是暴击/投诉App截图
毕竟再爱喝咖啡的人,也可能在喝出“不明生物”时,产生一些心理阴影:
“这续命水再喝下去,可能不是救我的命,而要我的命。”
年轻打工人,已经把咖啡当刚需了?
年轻人时常手捧一杯咖啡,可能是近些年越来越普遍的现象。而中国的咖啡市场,在几十年间经历了不同阶段的发展。
从1989年,雀巢咖啡率先在中国推出“1+2”速溶咖啡,通过铺天盖地的广告向人们普及这一“不苦”的咖啡。
到1999年,星巴克带着现磨咖啡进入中国,致力于打造适合办公、商谈的“第三空间”。
“工作谈事儿喝咖啡”可能是星巴克孵化出来的消费默契。但很难说,国人到底是喜欢星巴克的第三空间,还是喜欢它的咖啡。
毕竟,在星巴克进入中国的第14年,也就是2013年,速溶咖啡在中国咖啡消费市场的占比仍高达97.6%。
2017年,瑞幸出现了。如果说瑞幸最开始的火爆,是因为烧钱“请客喝咖啡”。
那么跌入谷底后可以一路向上,则极大可能要归因于,瑞幸摸索到了中国人的咖啡口味。
桂花之类的传统口味,很容易拿捏消费者
什么都不加的苦咖啡,也许并不是大多数国内消费者的心头好;而瑞幸在“咖啡口味”这件事上,不断折腾,最终才用爆款拿捏住了消费者的喜好。
咖啡师在制作咖啡/图源央视网
例如,生椰拿铁,用椰奶替代普通牛奶,并加入淡奶油和糖浆调味。
丝绒拿铁,同样加入了奶油、炼乳、糖等,喝起来甜甜的。
除了换奶、加炼乳、加糖,瑞幸还在咖啡中加入果汁、苏打水、黑糖晶球和芋圆,逐渐让咖啡“奶茶化”、“饮料化”,探索更多的口味。
当然,这并非瑞幸品牌单独的成功,它的背后是快速增长的咖啡市场。
2017年-2021年,我国咖啡消费量在以每年15%~20%的幅度快速增长,远高于全球2%的平均增速。
NOWWA、Manner、Seesaw等咖啡品牌迅速扩张,中石化、中国邮政、李宁等跨界玩家不断涌入。
连中石化都卖起了咖啡/图源央视网
2022年上半年,国内17家连锁咖啡品牌共开新店3075家,而星巴克只开了262家。
如果说之前,咖啡还是小资、轻奢的代表,如今,它已经逐渐蜕变成了货架上众多饮料中,普通的一款:
消费者开始追求健康、口味、新奇,也将它赋予了社交属性。
一起点咖啡,有效缩短职场距离
毕竟对消费者们而言,咖啡好不好喝、喝得开不开心最重要。
当咖啡不再是踩着恨天高、坐在写字楼里月入几万的都市白领们的专属。
越来越多学生党和上班族,也愿意选择一杯“好喝,不贵”的咖啡,给自己打打气。
或许,瑞幸开了一个好头。
但它依然有很长的路要走。
参考资料:
1、螳螂观察:百年中国咖啡史,讲通了一个奶茶故事
2、咖门:利路修的魔性咖啡广告刷屏,为什么年轻人就吃这一套?
3、时趣:生椰拿铁、利路修,瑞幸活得挺好?
4、雷达财经:瑞幸牵手椰树,地表已放不下
5、蓝鲨消费:瑞幸为什么不会死?
6、时氪分享:为什么市场无法忘记瑞幸?
7、时代周报:这可能是瑞幸离星巴克最近的一次
8、李大大饼:瑞幸业绩暴涨,这次有没有造假?
9、BT财经:瑞幸,为什么越来越会赚钱了?
10、有数DataVision:瑞幸把咖啡这件事玩明白了
11、谷仓新国货研究院:瑞幸咖啡起死回生的5点启示
本文转自网易新闻公众号“槽值”,情感八卦吐槽,能走心也能讲道理的妹子,既能提笔写文,也能教你把妹撩,关注槽值寻找共鸣。公众号:“槽值”(ID:caozhi163)微博@槽值。
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