Southern Metropolis News Reporter Chen Yingshan On April 3, Xicha’s first sub-brand, “Xixiaocha”, was unveiled at Huaqiangbei, and the WeChat public account and mini program of the same name were also launched. Earlier, someone in the investment industry told reporters that HiTea's online orders performed well.
This afternoon, the Southern Metropolis reporter also clicked to enter the Heytea applet interface, showing that nearly two hundred drinks are being made, and it is temporarily unable to place an order to provide tea service. The menu shows that the single product of Xixiaocha is priced between 6 yuan and 15 yuan, which is about half the price of the single product of Xicha. It is the current fiercely competitive and affordable milk tea market that enters the market.
is aimed at the core business district near the subway entrance
. This Xixiao tea shop is located in Huaqiang Plaza, Huaqiang North Road, Futian District, Shenzhen. It appears to the public under the name of "Xixia Tea Beverage Factory". Inquiring the registration information of the mini program, the operator is shown as Shenzhen Meixixi Catering Management Co., Ltd., a company owned by the Heytea brand, and the legal representative is Nie Yunchen, the founder of Heytea. The product categories include fresh milk tea, fruit tea, coffee, ice cream, and pure tea. Four of the signature products are the "Grand Slam" series, including soy milk and fruits. The product style of Xixiaocha is still different from that of Xicha, but the shadow of Xicha can be clearly seen in the ingredient addition column.
Interestingly, the location of this store is located in Huaqiangbei, which is crowded with people and busy in business in Shenzhen, and the price is more affordable. The minimum drink is 6 yuan a cup, and there is a buy one get one free benefit three days before the opening. The packaging of tea is also easier. At present, compared to opening stores in Gaodashang shopping malls, Xixiaocha is following a common "street shop" model. The store is smaller and the selection of places value the flow of people. The store is located near the subway entrance.
On April 5th, the reporter also tried to place an order in the mini program, but the interface prompts "The production is busy and the tea service cannot be provided", and it can be clearly seen at the top of the menu bar that there are nearly 200 cups of tea being made. The order is full, and some consumers say that they will only pick up the goods at a single point at ten in the morning. In many consumer reviews, low prices have become a key word.
The fierce competition for cheap milk tea below 20 yuan is the fierce competition in the tea market behind the low price of
. Many speculations in the circle are that Hey Tea is opening the sinking market with price wars. In recent years, new Chinese tea brands such as Heycha and Naixue's tea have begun to squeeze the land and occupy a prime position on the first floor of the core business district. Major brands began to compete with brand operation capabilities, quality control capabilities, innovation capabilities, product development capabilities, and the ability to cooperate with capital.
Among them, how to penetrate the broader market has become the direction of new tea competition. In fact, Naixue's tea has long been deployed with brother brands, such as Taigai and Lishan, focusing on consumer groups of different price points and age groups. Among them, Taigai's products are mainly pearl milk tea and milk cover tea. The customer group is relatively young, concentrated in 15 to 20 years old. The customer group is young, and it is more pursuing the taste, addition and variety of products; the customer group of Lishan is slightly younger It is longer and more stable in comparison. On the basis of pursuing the taste of the product, it pays more attention to naturalness and health. The three brands complement each other.
and Hey Tea opened its sub-brand Hey Xiaocha for the first time. Some analysts say that the sword is sinking into the market, that is, in addition to the first and second tier markets that have been focused on, it covers consumer groups in second, third and fourth tier cities, and Hey Tea brand Form complementary.
In fact, the competition for cheap milk tea is fierce. As the main consumer price in the milk tea market, the price band of less than 20 yuan has the most consumer groups, not only a little bit and CoCo are available, but also books and burning grass, tea Baidao, Yihetang, 700CC and other brands cannibalize the market.
According to the industry,
After the epidemic, the market will usher in a "clearing"
, behind the frequent layout of actions, may be related to capital. Recently, there is news that Hey Tea is about to complete a new round of financing jointly led by Hillhouse Capital and Coatue Capital, and the post-investment valuation may exceed 16 billion yuan. The catering industry predicts that the post-epidemic market will usher in a "great clearing", and top brands will have the opportunity to take advantage of brand advantages and capital to go to the battlefield to welcome a new round of staking. The
reporter learned from insiders in the investment circle that the top new tea brands such as Heytea and Naixue's tea are all looking for new financing, and the two companies have made a lot of moves recently. And another point of concern to the management is digitization, such as how to deposit and retain traffic.
Some food analysts pointed out that according to the positioning of the sub-brands, we can see that Xixiaocha can cover the low-end market., Form a dislocation with existing brands, occupy a broader market, and increase penetration. For HiTea, the use of sub-brands to innovate a single product can relatively reduce the cost significantly, thereby increasing the acceptance of some consumers. Market segmentation by price is also a common way for catering companies. How does
break through? "Xixiaocha is still in the initial stage of exploration and experimentation. The specific situation has yet to be verified by the market, and we will have in-depth exchanges when it gradually matures," said the relevant person in charge of Xicha.
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