Joke Collection Website - Mood Talk - Naixue's tea had a net loss of 249 million yuan in the first half of the year. Why is the "milk tea fever" fading away?
Naixue's tea had a net loss of 249 million yuan in the first half of the year. Why is the "milk tea fever" fading away?
1, homogenization competition intensifies.
In the past, there may be only two or three tea shops on a street. Now even in a small city on the 18 line, there are many tea shops on the street, and all kinds of tea shops sell similar drinks. Whether traditional tea drinks or Li Ru drinks, their overall style is strong and relaxed. Under such circumstances, when customers make choices, they often can't accurately target users through accurate product positioning, support and value positioning. Therefore, for Naixue's tea, there is no particularly prominent highlight, or the marketing ability is particularly strong, so it is impossible to improve user stickiness and continuously cultivate repeat customers.
2. The milk tea circle plays a price war.
For today's milk tea field, the marketing strategies of different milk tea shops are similar, and the products they sell are similar. Therefore, in addition to marketing methods, many tea shops fight for prices. They attract users by reducing prices again, thus increasing sales, but in the process of reducing prices, their operating profit will be greatly reduced. Therefore, when calculating the final business, their overall operating sales are very high.
3. A healthy lifestyle is deeply rooted in people's hearts.
In addition to the competition within the milk tea industry, people's views on milk tea have also changed to some extent. In particular, milk tea, as a high-calorie beverage, is unfriendly to obese people, and many people will not drink too much milk tea in order to lose weight. Therefore, under the influence of the social atmosphere of healthy weight loss, the sales of traditional milk tea will also be affected to some extent, so we will find that the milk tea fever around us is gradually fading.
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