It is not uncommon for some Internet celebrity milk tea shops to sell popsicles, while Mi Ke Xia plans to open a new store in July to sell snacks and scented candles.
Many hand-cranked milk tea shops have made a surprise this time. It is not a momentary joint craze, but a "breakthrough" in the saturated hand-cranked milk tea shop market.
cross-border retail food has become a new battlefield for hand-cranked milk tea shops.
From July, when you walk into the new store type of the hand-cranked milk tea shop, you will find that in this space at least twice the size of the general hand-cranked milk tea shop, in addition to drinks, there are also more than 40 kinds of snacks, Dried fruit, popcorn, the brand even launched beverage-scented scented candles online. On the other side of
, in mid-June, a 28-year-old hand-drinking brand launched the "Red Bean Noodle Soup with Pearl Pops" in collaboration with major food companies. The first day this product was sold, it caused a big hit, from supermarkets to stores. A box is hard to find. In just four days, the sales exceeded 100,000, which is equivalent to 50% of the sales of the hot red bean milk bar ice during the same period. Another hand-cranked milk tea brand also launched ice cream and popcorn in collaboration with convenience stores. World commodities.
Why are hand-cranked milk tea brands starting to "do not do business properly" this summer?
food retail will become a new battlefield for hand-cranked milk tea shops?
On the surface, this seems to be another piece of the "co-branding fever" of major chain brands in recent years, but in fact...behind this is the breakthrough strategy of hand-cranked drink brands to resist the saturation of the environment. The over-competitive market of
has made everyone in the industry very hard, but it is particularly detrimental to the mature hand-cranked milk tea brand Mi Kexia. In
hand-cranked milk tea shops, the speed of replacing the old with the new is actually very fast. Consumers love the new and dislike the old. Although consumers will love it when a brand first comes out, after a few years, it may feel that its fever has subsided.
In order to face the over-competitive market and the continuous emergence of new brands, these veterans in the hand-cranked milk tea industry are trying to attack food retail and create a new situation for themselves. Huang Shiwei, general manager of
Mi Kexia, said frankly that it is quite difficult to operate a hand-cranked milk tea shop. A mature brand like Mi Kexia has to find a second growth curve in order to stand firm. For this reason, he hopes to turn himself into Channels, launching diversified products to increase customer unit prices and maximize the efficiency of the floor. Many hand-cranked milk tea shops rely on holding activities to stimulate revenue, but this is not a long-term solution. Increasing the customer unit price is the key to survival. In the future, Mi Kexia will no longer be a hand-cranked milk tea shop, but a channel!
A few years ago, when every hand-cranked milk tea shop sold bubble milk tea, many people also had questions: The market is going to be saturated, can we continue to do so?
personally thinks: As a hand-cranked milk tea shop, what you really want to think about is not market saturation, but how to keep your shop from being eliminated!
Cross-border food must first seek stability, and the ice product market will become the first trial of hand-cranked milk tea shops.
Actually, this time some hand-cranked milk tea shops will start with ice products, which is based on the past failure experience.
In 2018, a hand-cranked milk tea shop had cross-border baking and launched European-style bread with rare milk as a filling, but it was difficult to connect the existing brand image and bread, and the store was opened in an area with high rents. It was really intolerable and ended up at a loss. In the past few years,
has also launched a series of brand marketing, for example, buying beverages to get cleansing oil, toothpaste, etc., but the operators found that... these are only short-term promotions and cannot accumulate long-term brand equity. After reflection, they decided to return to the industry. Only by laying a solid foundation and extending to products with high relevance to the industry can we go far.
, like the popsicles launched by the hand-cranked milk tea shop this time, insisted on using its own brown sugar to ensure that the signature beverages are made into popsicles and still have the familiar taste of fans, just to attract regular customers.
And Mi Kexia also chooses to start with snacks with high affinity, first make its own signature orange and green tea into popsicles with a lower threshold, and then launch products such as dried fruit and popcorn.
usually buys drinks because of gluttony, so the introduction of gluttonous snacks will prevent consumers from feeling too much.
is looking for a company that is well-known for its food safety inspections to cooperate, not only to reassure the people, but also to launch products with stable quality and changeGrowing sales, not just a gimmick.
cross-border retail food has become a new battlefield for hand-cranked milk tea brands. However, there are still challenges to overcome.
First of all, the analysis of well-known convenience stores that sell co-branded cross-border products for a long time shows that if cross-border products can become long-selling products, they must first have strong product power. In addition to "seeking common ground in differences", the taste and taste of cross-border products can successfully blend It is not obtrusive, and you have to "seeking differences in the same." Therefore, you have to find your own characteristics among a variety of products with the same taste in the market.
Again, the food retail industry attaches great importance to food safety issues. In the past, hand-cranked milk tea shops that did not produce raw materials have to adjust their organizational structure accordingly.
The hand-cranked milk tea shop is not a factory. More than 70% of the system is focused on the operation of the store, and the quality control is relatively weak. Once a food safety problem occurs, it may not be able to control it.
If the newly launched retail food is packaged, it will also affect the public's perception of the brand of hand shake milk tea, and affect the sales of the original beverage. At the same time, when entering a new market, you must also think about how to compete with the existing food manufacturers.
What do you think about using the business skills of "net celebrity milk tea shop not doing business properly"? Welcome to communicate in the comment area!
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