"You can have nothing, but you must have milk tea!" This is the common attitude of modern people towards milk tea.
As a result, a series of milk tea shop brands have emerged, such as Xicha , Yidiandian, Naixue’s tea and other hot chain brands. In addition, Wang Junkai’s milk tea shop has become very popular recently, and you can also understand the milk tea shop. How hot is it?
So where is the origin of milk tea?
According to relevant foreign data, the earliest record of milk tea was from the residents of the Himalayan region in India.
Therefore, India is recognized as the birthplace of milk tea. However, even in India, the tea making techniques in the south and the north are different. The south likes to use the "pulled" tea making method, while the north likes to use the "boiled" tea making method.
India's famous "masala tea" Masala Chai comes from the south. Many spices are added to the Indian milk tea during the production process, such as cinnamon, cloves, ginger, pepper, etc., so it has a particularly strong spicy flavor.
After being colonized by the British, India's milk tea was improved and added with high-quality fresh milk. It was well received in Europe and later became European milk tea.
Taiwan milk tea is because Taiwan became a colony of the Dutch from 1624 to 1662. While selling tea in Taiwan, the Dutch also brought milk tea to Taiwan, which became the original prototype of Taiwan milk tea.
The origin of pearl milk tea is said to be in Taiwan. There are two shops claiming to be the inventors of pearl milk tea. One is Chun Shui Tang in Taichung City , and the other is Hanlin Tea House in Tainan City .
There is a saying that Lin Xiuhui, a female employee of Chun Shui Tang, created the first cup of pearl milk tea by merging and blending pink round with ice milk tea and lemon black tea .
Another theory is that Mr. Tu Zonghe of the Hanlin Teahouse was inspired by seeing white powder balls in the Yamulia market in 1986, and mixed them with milk tea. It was named because the white powder balls were crystal clear like pearls. The famous little bit milk tea also comes from a famous milk tea shop in Taiwan.
However, tea shops are one of the more profitable offline business types. Compared with restaurants, supermarkets, and movie theaters, tea shops are undoubtedly a business model with higher square footage efficiency. The consumption experience of China's tea beverage industry can be roughly divided into three stages:
① The initial form of tea beverage shops is simple and low-end . They can be seen everywhere in the streets and alleys. The area is generally only a few square meters. They mostly appear in the form of window shops. The products It is often powdered milk tea made from creamer and fruity powder;
② Consumption upgrades have gradually made these brands fade out of sight, and some brands with more selling points have begun to appear, such as happy lemon founded in 2006, and COCO founded in 2007 All can wait. This group of tea brands, known as the "second generation", began to focus on brand awareness and product innovation.
③ However, as consumers pay more attention to the expression of their own needs and personal style, emphasizes consumption experience and differentiated and personalized tea brands have become more competitive. As a result, a more "advanced" tea drinking culture began to emerge, and the tea drinking industry ushered in the third stage of development.
The fundamental reason for the popularity of milk tea brands such as Heytea and Yidiandian is driven by consumption upgrades and differentiation. In addition, the increase in residents' income and the advancement of science and technology are subtly changing people's consumption habits. affecting the consumer goods market. Taking Heytea as an example, everything from store layout and product quality to customer positioning and marketing methods have been carefully designed.
What if the general public wants to open a milk tea shop?
The first, most direct and somewhat reliable method is to join. Backed by brand promotion, you only need to consider site selection, material fees and rent to generate revenue. However, because it is done with the mountains at its back, it is inevitable that both will gain and lose, so this point needs to be weighed.
The second one is to do it yourself. A series of issues such as site selection, raw materials, equipment, rent, etc. need to be taken into consideration. How to do a good job in publicity is also crucial. After all, the threshold of the tea beverage industry is not high and homogeneity is serious. , if you can’t make a differentiated product like Heytea, it will be difficult to get repeat customers.
However, now that the Internet has developed, taking the Internet Express has become an obvious development direction for the catering industry. If it is a tea brand targeting young consumers, then it should cater to the consumption habits of Millennials, In addition to "differentiated products" and "focus on quality", "convenience" is also a factor that cannot be ignored.
