Milk tea market research report

Milk Tea Market Research Report

As society continues to progress, reports are becoming more and more relevant to us. We must avoid being too long when writing reports. Does procrastination and laziness come back as soon as you hear about writing a report? The following is a milk tea market research report that I have collected and compiled. It is for reference only. I hope it can help everyone.

Milk Tea Market Research Report 1

Purpose of Survey

(1) Understand when and why businesses come here to operate

(2) Understand the operating methods of operators and the current situation of milk tea shops;

(3) Comprehensive analysis of the information provided by consumers and operators to understand the reasons for the formation of market economy.

Survey objects

1. Sunshine milk tea shop clerks

2. School students

Survey methods

1 , Random inquiry

2. Physical store visit

Survey time

November 15, xxx

Survey content

1. When did you open a store here?

Answer: It will be open for renovation in June this year.

2. Why do you want to open a milk tea shop on Yaoshan campus?

Answer: As the pace of life accelerates, convenient, simple and fast food is sought after by more and more consumers. Milk tea is available everywhere and consumers can buy it anywhere. At the same time, milk tea is more convenient than other foods (instant noodles, etc.). You can buy it and drink it immediately. Whether in the office, classroom, dormitory, or on the way to the classroom, students can drink it at any time, saving consumers time. Due to the pressure of study and work, some consumers do not have time to choose or buy their own breakfast, lunch or dinner. Milk tea can be ordered and drank at will, which brings a lot of convenience to consumers.

At the same time, with the development of the economy, people have higher and higher quality of life. Delicious, nutritious, natural and healthy have become consumers’ new requirements for milk tea. Secondly, when students live and study more freely than in junior high schools and high schools, when they have time, they can meet up with a few friends to order two drinks and have a heart-to-heart chat. Or meet up at a milk tea shop, play card games, talk about work plans or interesting things in life, etc., making the milk tea shop a good place to relax and enjoy yourself after class.

Furthermore, in terms of consumption patterns, most consumers mainly make small, sporadic, and random purchases. Consumers who are accustomed to buying and drinking immediately account for the majority. The proportion of frequent purchases and bulk purchases is Smaller, in addition, leisure consumption has become a new feature of consumers buying milk tea.

Since Guidian moved in, it has brought a large number of students and a large number of customer resources. Moreover, there are not many similar stores here, so competition is relatively weak.

3. What is your business model?

Answer: We all produce and sell our own products, and we also hire some students to do part-time work.

4. What is the current situation of milk tea shops?

(1) Sales:

Advantages:

(1) The store issues point cards to customers, regardless of large or small cups, each episode is enough for 5 Each cup will receive a free cup of milk tea of ??the same size to attract consumers.

(2) The board hires school students as part-time workers to provide students with practical opportunities, improve students’ practical abilities, and indirectly boost product sales.

Disadvantages:

(1) The milk tea shop has been open for a short time, is not competitive enough compared with other milk tea shops, and has no distinctive features to attract consumers.

(2) Price: The price is the same as other milk tea shops. There is no reason for customers to choose this milk tea shop.

(3) Publicity: Although our store has launched a special lotus seed porridge, few people buy it, and many consumers shy away from it because of the weird container that holds the lotus seed porridge, let alone come close to consume it.

In addition, the store's facade is too small and not bright enough to attract consumers. Many people even don't know that this store exists. There are no other discounts except points cards.

(4) After drinking the milk tea at the end, the remaining settled parts (such as pearls, coconuts, etc.) cannot be drunk cleanly, causing unnecessary waste. The amount of one serving is insignificant, but it is a huge waste. , which will actually cause a loss of funds.

(2) Sales environment

1. Store location analysis: The geographical location is superior, located at the entrance of the food street. Many people will notice the store there and use it for their own business. Sales bring convenience.

2. Practical area of ??the store: The store area is large, with enough seats for customers to sit down and enjoy the products. In addition, the store provides various entertainment and pastimes, such as: Go and Three Kingdoms. , chess, etc.

3. Competitor analysis: There are many similar milk tea shops around food streets and schools. Compared with other shops, this shop has no particularly outstanding features, and the store area and sales varieties are single, resulting in no Too much competition. Therefore, as we can see, the sales of this store are obviously not as good as others.

4. Publicity: The publicity sign is very small and cannot attract consumers' attention, which is really a shortcoming. There is no relevant publicity during Chinese traditional festivals or Western festivals (for example, when Valentine's Day comes, a sign like "Hold yours/her in the palm of your hand!" is hung) to increase sales. The decoration is not exquisite enough, making people feel like they don't want to go back.

5. Analysis of the situation in the store: The store is in good sanitary condition and the decoration is beautiful; when making milk tea, the staff are usually in the workshop, the production process is not public, and the store itself is easily stolen at this time .

In terms of purchase frequency, the proportion of heavy consumers is relatively small, with only a small number of consumers drinking it once a day or more. The proportion of light consumers is relatively large, with many consumers drinking it once a week. Or less, that is to say, there are currently only a small number of regular consumers of milk tea, and the market can be further cultivated.

6. Why do you choose to come here to spend money? (Student)

A. Just look for it.

B. Recommended by others

C. The milk tea tastes good.

D. Relatively close.

E. The environment is good.

F. There are a lot of fun things.

G. Come here to see the beauty.

Business Suggestions

In order to create a good drinking environment for consumers and also allow consumers to receive satisfactory services, operators must take into account the shortcomings of the store and the needs of consumers. Make requests and suggestions to improve and rationally plan the store. For example: constantly changing the types and flavors of milk tea, providing more entertainment props, making love walls, etc. Students buy milk tea in most flavors, so when selling milk tea, milk tea shops only need to reasonably set the price of milk tea, set up some preferential combinations, and do a good job in varieties and flavors, and sales will definitely increase. Milk tea shops should try to enrich the types of milk tea ingredients and give students more choices to adapt to the needs of different students. And the service attitude of the milk tea shop must be good. Students also have great requirements for the atmosphere of milk tea shops, so the atmosphere and mood created are also important factors to attract everyone. In addition, the store sells a single variety and lacks competitiveness. It can consider selling other foods, such as popcorn, French fries, chicken wings, etc. Survey summary

Through this survey, we learned that the store owner is because There are schools here, there are many students and there is a huge consumer market, so we opened a store here. This is the result of market regulation. "Consumer demand creates a market, attracts manufacturers to operate, and then forms a market economy." Compared with the planned economy, the market economy has stronger adaptability, more significant advantages and higher efficiency in promoting economic development. At the same time, the spontaneity and blindness of the market economy can lead to vicious competition, short-term behavior, lack of morality, etc. There are more and more milk tea shops and competition is increasing, which is one of the reasons for the sluggish business of this shop.

Based on the textbook knowledge, our store employs three employees, so it belongs to the private economy. The boss uses his own capital to operate the milk tea shop, and his income belongs to the income from factors of production other than labor. The income of store employees is based on the distribution of labor as a factor of production.

This survey made us understand that we cannot just stay in learning theory, but must implement it into practice. We must apply theoretical knowledge into practice. In this field investigation, we learned to combine the knowledge we have learned previously with practice. We still have many shortcomings, but I believe we will do better and better in future activities. At the same time, during the investigation process, we experienced the difficulty of conducting investigations and the difficulties of dealing with different people. However, we understood that this is a process that we must go through to train ourselves and improve our abilities. The most important thing is that we realize the necessity of teamwork and the importance of cooperation spirit, and cultivate our sense of teamwork and the courage to face any setbacks. Create brilliance for your life, add luster to your life, let us work hard and strive for our future together! Milk tea market research report 2

Milk tea originated in Taiwan Province of my country and has now spread all over the world. It is one of the mainstream leisure drinks and is very popular among consumers. In many regional markets, it far exceeds many world-famous brands. drinks. There are now a dazzling array of beverage shelves, and milk tea products occupy a large part of the market share. With both the fragrance of tea and the nutrition of milk, milk tea has won the favor of many consumers, especially the younger generation, with its fragrant and delicious taste. Compared with traditional carbonated drinks and fruit juice drinks, milk tea drinks have developed rapidly in recent years, but at the same time, they also realistically reflect the fierce competition in the milk tea industry.

1: The origin and current status of Lipton products (product introduction):

Judging from the current milk tea market, "Lipton" - owned by Unilever, is The world's largest tea brand. It is not only a representative of tea experts, but also a symbol of an international, fashionable and urbanized life. For more than 100 years, Lipton has maintained the excellent quality and aromatic deliciousness passed down from generation to generation, and Lipton milk tea has also inherited this very well. In just five years, Lipton ranked first in tea bag sales and market share in a series of surveys of 100 shopping malls in China.

2: Understand the consumer groups of Lipton products:

Mainly young people aged 15-30, especially women.

Since women account for 68.7% of milk tea consumers, young women are heavy consumers of milk tea, so we need to conduct an in-depth analysis of the consumer psychology of young women.

Females aged 15-30: Consistent self-concept or self-image of consumers is an important factor affecting purchasing motivation. Consistent self-image/product image constitutes the first motivation for female consumers to consume.

New trends in consumer psychology of modern young women

(1) Women’s transformation trends. I hope my life will be diverse. Want to try a different lifestyle. Hope to change identity. Hope to experience various experiences. Lipton cup milk tea brings a new experience to women.

(2) Women’s challenges. Hope for adventure. Want to challenge something. Some unconventional products and services are produced in response to women's desire to break through the constrained reality. Lipton milk tea's convenient cup and high-fiber coconut are just in line with women's psychological characteristics of being unconventional.

(3) Women’s independence trend. Hope to be financially and spiritually independent. Products that express women's independence and emphasize their self-awareness are more likely to win their favor.

(4) Women’s real-time trends. Hope it's time-saving and convenient. For example, the use of ready meals has increased. An effective way to take care of your family while saving your own time is to use time-saving products.

3: Understand the advantages and disadvantages of Lipton's existing packaging:

Advantages: Lipton uses its bright colors to convey its purpose to the world - brightness, vitality and natural and beautiful fun.

Lipton milk tea benefits from the innovation of its product form, uses classics to fight against fashion, uses cultural heritage to fight against fast food culture, and launches different new products according to the market characteristics of different countries. In the Chinese market, when milk tea was initially recognized by consumers, Lipton immediately launched the new Lipton Milk Tea Fragrance Flavor: the taste is fragrant and original, pure and smooth; Lipton Milk Tea Fresh and Refreshing Flavor: the taste is fresh and refreshing, with a natural fragrance; Milk tea has twice as much mellow taste as gold, twice as much mellowness as gold, and twice as smooth in texture.

Disadvantages: Nothing new. Very dull.

4: Competitors:

Xiangpiaopiao Milk Tea: Focus on appearance. Compared with other milk tea brands, its cups are larger, more abundant and more affordable; the paper cups are made of exquisite paper, with a beautiful appearance and a sense of class. Most milk tea brands just fold the straw and put it into the cup, but Xiangpiaopiao is more thoughtful. They specially customized a double-section combined straw. Usually it is just two short sections, and you just need to insert them together when using. It becomes longer and can be easily put into the cup. In a few years, it has grown from a brand with sales of less than 5 million yuan to a current sales of 400 million yuan, making it a leader in the milk tea beverage industry.

Youlemei milk tea: following the trend of the times in marketing. Five major milk tea brands, with a century-old history, the first milk tea brand, and a famous snack food manufacturer at home and abroad. The sales method adopted by Youlemei is to launch free gifts in cooperation with Xiaonei.com. It has tried to combine the masses with gifts. Sponsors provide gifts and add group links in relevant places in the gift center. Since Xiaonei.com has many users, reaching tens of millions, this kind of marketing effect is very good.

Nestlé Tea Milk Tea: Nestlé originated in Switzerland. "Nestle" is not only the name of the company's founder, but also represents safety, warmth, maternal love, nature and nutrition. Inheriting Nestlé's eternal professional pursuit and continuous innovation of instant drinks for more than 70 years, it uses a unique blending process to extract the natural glycol of high-quality mountain green tea, and perfectly blends it with fragrant milk to sincerely provide exquisite tea products. Vitality, refreshment, and leisure are here to present the hectic and busy life of modern life. A cup of fragrant Nestlé Green Green Milk Tea allows consumers to enjoy a moment of leisure, helping to relax physically and mentally and rejuvenate.

Survey experience and suggestions: After years of hard work, Lipton milk tea has formed a certain scale, has a fixed group of consumers, and occupies a considerable share in the milk tea industry, but there are still some areas that need to be improved. Places:

1. We should increase publicity and use media and broadcasting methods to increase our influence;

2. Increase the development of our own products and focus on The development of mid-to-low-end products is aimed at a wider range of consumers;

3. Take appropriate promotional measures, such as issuing coupons, discounts, etc., to increase consumer awareness. Milk tea market research report 3

1. Foreword

Solid brewed milk tea is a new snack food category that has emerged in recent years. It was first made from freshly brewed milk tea in Taiwanese-style milk tea shops. Among them, Xiangpiaopiao was the first to launch cup-filled milk tea in China, making this product truly a commodity on the shelves. Subsequently, Xizhilang, the jelly king in Guangdong, Dahaoda, the melon seed king in Zhejiang, and Xiaoyangren, the fruit milk king in Hebei, followed suit and successively launched Youlemei milk tea, Xiangyue milk tea and Miaolian milk tea. Subsequently, many manufacturers upgraded their products, using pearls made of cassava as the main ingredient instead of coconut fruit pieces to launch pearl milk tea, forming two series of pearl milk tea and coconut milk tea. In 2009, Fujian Crayon Shin-chan launched a differentiated cereal milk tea series.

However, from the perspective of supermarket shelf displays and consumption levels, the milk tea category is still in a growth stage. This category is still a narrow category. The category has not yet been fully fissioned, and market competition is only reflected in Channels, prices, etc. are relatively rudimentary competition conditions. At present, milk tea has not yet become a major snack food category alongside instant noodles, potato chips, biscuits and other snack foods.

Not only that, but among the milk tea brands under the category, Xiangpiaopiao, Youlemei, Xiangyue, Lipton... Who can win the favor of consumers more, with successful experience and sales What is the bottleneck? This should be a topic of greatest concern to leaders in the industry. At a stage when competition within and outside China's milk tea industry is becoming increasingly intense, it is necessary for us to conduct a market survey on the Xuzhou milk tea industry. For the operation of the enterprise, this is to grasp the market information, research and formulate marketing strategies, that is, to grasp the opportunity for the enterprise to win. The main purpose of our research is to provide corresponding information for milk tea companies' marketing strategies and strategic decisions.

2. Research project

(1) Survey on consumers’ milk tea purchasing behavior in Lanzhou: factors considered when choosing milk tea; (2) Analysis of competition status of milk tea industry, including: milk tea market competitiveness; Milk tea price competition; milk tea brand competition; Lanzhou milk tea industry marketing strategy formulation;

(3) Lanzhou milk tea beverage market structure and demand analysis: including milk tea consumer demand; milk tea beverage product structure analysis; and understand the milk tea market at the same time The future development trend of the industry.

3. Research purpose and content

1) Investigate and understand the current status and development trends of the milk tea market in Lanzhou City, including milk tea market segmentation and market product and brand structure, market size and potential, market growth and development trends;

2) Investigate and understand the characteristics of Xuzhou milk tea consumers, including purchase considerations and usage considerations. Pay special attention to the research on milk tea consumer segmentation, including the characteristics of heavy (20/80 consumers), intermediate, and light consumers; analyze the purchasing characteristics of 20/80 consumers;

3) Investigate and understand the impact on Xuzhou Analysis of environmental factors for the development of the milk tea market, including macro environment, meso environment, etc.

1. Target market; the target market is teenagers.

2. Teenagers’ consumer psychology:

First, pursue novelty and fashion. Most teenagers are liberated in their minds, full of fantasy, easy to accept new things, and like to hunt for novelties. The goods they buy are required to be "new, strange and beautiful" before being practical. They are often the first buyers and consumption leaders of certain new products. In order to pursue fashion, they will also imitate the stars they admire. They will also observe, discuss and imitate each other, so as to stay ahead of the consumer trends. Second, pursue personalization. Teenagers have enhanced self-awareness and have their own personalities, ambitions, interests, etc. They will express their particularity intentionally or unintentionally in various activities. Therefore, teenagers not only pursue novelty, but also demand that their personality be reflected in their consumption, and like to buy products that reflect their personality. Of course, it is difficult for a single product to reflect the different personalities of various types of teenagers, so teenagers express their personalities in all their consumption activities. In order to reflect their own personalities in consumption activities, they not only imitate celebrities or simply hunt for novelties, but must also be original. Therefore, their learning methods in consumption are diverse. Third, pay attention to emotions and intuition, and have strong impulse buying. Although teenagers already have strong thinking and decision-making abilities, they are still prone to being emotional. They pay special attention to the appearance, style, color, brand, and trademark of the product. When their intuition tells them that the product is good, they will have positive feelings and quickly make a purchase decision. They must buy it. As for the inherent quality of the product, its price, and whether it will become obsolete soon, there is less consideration.

3. Market positioning is an image differentiation strategy.

Benefits: A company can establish an excellent image in the minds of consumers through strong brand awareness, successful CI strategy, and the media's promotion, thereby creating a preference for the company's products. Once needed, they will not hesitate to choose to produce the products of this company. Consumers can get a distinctive feeling from the corporate or brand image. The distinction between personality and image is very important. Personality is a way for a company to identify or position itself or its products. Image is the way the public perceives a company and its products.

Implementing brand strategy is actually a marketing strategy chosen based on the theoretical perspective of differentiation strategy. The purpose of establishing a brand is to identify the products or services of a certain seller or a group of sellers and differentiate them from those of competitors. Brand loyalty enhances a brand's resistance to competitors. Brand loyalty enables a company to retain its existing customers without expending significant resources to acquire new customers. ;