Faced with the problem of involution in all walks of life, the milk tea session is not to be outdone. What do you think are the ways to sell milk tea well?

Recently, Nai Xuecha issued the 20021third quarter operating and profit warning. According to the announcement, due to repeated epidemics and weak domestic consumption in the second half of the year, the annual growth rate of 20021revenue is expected to be lower than expected.

Paradoxically, however, the number of new stores in 202 1 exceeded the plan. In the third quarter alone, Naixue opened 90 new tea shops, and it is estimated that about 350 new tea shops will be opened in 20021year. Since the establishment of 20 15, Naixue has only opened more than 500 stores and just floated up. According to the highest market value of HK$ 18.98 per share, Naixue is now almost halved in the capital market.

But this did not affect the determination of new tea to continue to sprint to the capital market. The listing location of Mixue Ice City has been changed several times, and it is finally planned to issue shares in the A-share market for the first time. Previously, news of listing also came from Chabaidao and Modern China Tea Shop. Following Naixue's "first run", the listing competition of the tea industry has begun.

In the multi-latitude of new products, categories, opening stores and transformation, tea drinkers still have enthusiasm to continue rolling in.

0 1 There will always be "new species" discovered.

Xiaohongshu was once again swallowed up by Naixue's new tea. "Duck excrement fragrance", three words big, has become a part of the mapping rate. Under the topic "How delicious is duck excrement fragrant milk tea" in Weibo, 65.438+0.5 billion people read it and more than 35,000 people participated in the discussion. "Duck Dunxiang" likes to mention this wave of hot search, which stems from another innovation of the new tea brand.

At the end of 10, Milk Snow Tea launched a new milk tea with duck excrement fragrant treasure tea as raw material. Soon after the launch, Mi Xue Ice City followed closely and began to pre-sell duck excrement fragrant Dan Cong teabags in its official flagship store.

It is not the first time to bump money in the milk tea industry.

Since the hottest summer last year, tea brands have embarked on the road of "you love me, I love you" in products. The first choice is peach, which is a fruit that can be accepted by most consumers. Since then, "Zhi Zhi Peach" and "Domineering Peach" have become the most popular items of tea and milk snow respectively. Then, the seasonal fruits "fleshy red bayberry", "aggressive red bayberry", "beautiful boundless", "aggressive cheese emerald melon", "fleshy cherry" and "aggressive cherry" were on the best-selling list in stages. After "coconut head" became popular, Xicha first introduced "raw coconut", and Naixue immediately introduced "aggressive coconut".

The story after that is even more bizarre. The new tea drinkers have extended their perspective to smaller fruits, such as "oil orange" and "yellow peel" which are only popular in Chaoshan area, and even led to an eight-fold increase in the original price of oil orange.

After the new taste becomes an explosion, all families will step up their follow-up. In the circle of friends, whether the founders of Naixue and Xicha were original or copied from battle has long since ceased to exist. The new tea drinkers seem to have reached some kind of tacit understanding. The rearrangement and combination of fruit, tea and small materials can once again arouse a topic in consumers' minds.

Mi Xue Bing Cheng has further reached out and presented the traditional and famous Henan cuisine-Hui Mian and local specialties through drinks and ice cream-coconut milk Hui Mian, steamed stuffed bun ice cream and fried skewers, trying more possible "wonderful" new products.

But whether it is raw materials, methods, time to market or price, each family is very close.

After testing the new products of dozens of tea shops, Tik Tok blogger "Bang Bang Chicken" sighed, "Tea lovers, please return to your original heart. I just want a cup of pure milk tea. "

An employee of Xicha also told Science and Technology Planet that new products can really attract traffic, and sometimes nearly half of the orders in the store are trying new products.

According to statistics, in 2020, Xicha will launch a new product every 1.2 weeks, Naixue will launch 30+ ready-made drinks throughout the year, and Gu Ming will launch 79 new products throughout the year, which will not only make consumers quickly exhaust the freshness of this taste, but also highlight the Matthew effect with the escalation of competition in the future. After the industry enters the supply chain, the products will be more homogeneous, and consumers will have a threshold for freshness.

How to find the next explosive "new species" as soon as possible will still be the theme of new tea.

Big stores, small shops and bookstores all want new tea.

Walking a few hundred meters from Wudaokou subway in Beijing, you can see Naixue Bookstore, a new store of Naixue Tea, standing on the street.

This bookstore, which has been open for a week, is obviously not mature enough. The general manager of North China is inspecting here. "You think so highly of this book (parenting book). Think about it. Most people who are willing to read this book are female readers. How inconvenient it is to pick it up. "

Science and technology planet observed that tea is still the main function of bookstores, which is different from bookstores that really undertake the reading experience. Reading is more like a background and embellishment. However, at present, the functions of bookstores can not meet the reading needs of consumers. The noisy background sound is also a space for many people to talk socially. There are not many people who really read books, and there are only two power supplies in the store, which also increases the inconvenience.

Naixue's tea insiders told Science and Technology Planet that the bookstore will not be the main direction of Naixue's tea space attempt, and there is no idea of opening a second one at present. The bookstore is trying, because it is just near Tsinghua University, and it would be more appropriate to build a reading space near the school.

In the first half of the year, according to the data of the tea newspaper in Naixue Year, there were 93 newly opened stores in Naixue, which was the total amount in the past 1 year. In the third quarter, Naixue opened 90 stores in the third quarter alone.

Before 2020, Naixue's stores were mainly standard stores. During this period, a small number of gift shops were launched, equipped with doll catching machines and limited edition handmade dolls to meet the preferences of female consumers. Naixue DreamWorks Store conducts a large number of new product tests; And a number of BlaBlaBar Naixue wine houses test water consumption scenes at night, extending the business hours of the store; In 2020, Naixue PRO store saved baking space, and now it has become the main store type of Naixue.

Xicha is also trying different formats. The first handmade shop of Xicha opened in Nantou Ancient City, Shenzhen. Xicha is said to be the largest handmade shop in the industry at present, with hand-fried ice on the first floor, hand-made tea on the second floor and hand-made tea on the third floor. The 50 SKUs in the store are limited in the store, and the maximum number of single items is one 80 yuan cup.

Insiders of Xicha told Science and Technology Planet that handmade shops are the flagship and heavyweight stores of Xicha. In the development of hi-tea stores, there is no so-called future business model based on big stores. Xicha's judgment is that only a brand's own potential energy is strong enough to attract consumers, and stores can continue to develop.

Previously, Xicha has launched different styles of shops such as black gold shop, pink shop, DP shop, antique theme shop, pet-friendly theme shop and environmental protection theme shop. Xicha is also expanding its stores crazily. There are 848 existing stores and 53 newly opened stores/kloc-0. By the end of this year, according to the pace of opening new stores, it is likely to exceed 900. By the end of 2020, Xicha has only 695 stores.

Almost at the same time, Mi Xue Ice City also joined the store expansion game. Honey Snow Ice City, which was originally a small shop in the streets and lanes, opened a new store in Huaihai Road, Shanghai this year, becoming a "neighbor" of international brands such as Hermes, Cartier and Vacheron Constantin, and the route of "surrounding the city from the countryside" has won a staged victory.

Opening a shop has become a tacit lesson for new tea drinkers.

In mid-2020, Mi Xue Ice City officially announced that the number of its global stores exceeded 1 10,000. At this time, a new expansion goal has been set: there will be 20,000 stores by the end of 2026, with 5438+0. /kloc-0 achieved this goal at the end of 0/0, and the honey snow ice city has reached the standard ahead of schedule.

On the day of listing counseling, Mi Xue Bing Cheng opened a 268-square-meter super-large collection store in Zhengzhou, positioning it as "Snow King Fort Experience Store". Not only have new drinks been introduced, but also new categories have been introduced in catering, including kebabs, emblem noodles, etc., and peripheral products, cultural and creative products and other products are also being explored.

At the beginning of September, another tea brand, Tea 100, expanded wildly by joining mode, and the number of offline stores also exceeded 5,000. At the end of last year, there were about 3,000 Chabaidao stores. In the past nine months, there have been about 2,000 tea shops, which is equivalent to opening seven shops every day.

No one wants to miss the turbulent period of the Great Leap Forward, whether it is high-end milk snow tea and hi tea, or honey snow ice city and tea hundred roads focusing on the sinking market, but the reality is that consumers who drink milk tea will not grow simultaneously.

03 "troubles" of tea drinkers

The endless expansion of categories, the endless exploration of storefronts and the investment in future competitors hide the collective profit anxiety of tea drinkers.

Expanding categories and building new stores can no longer satisfy the ambition of loving tea. In order to build a higher moat, milk tea giants with the highest valuation in the market, reaching 60 billion yuan, began to make private investments.

Xicha invested in water cocktail, coffee brand seesaw, plant brand wild plant YePlant, tea brand and Juglans mandshurica, all of which are from wine to plant milk. The investment timing of Mixue Ice City is very clever, and it also invested in a Hui tea on the eve of listing.

Zhu Yonghua, the founding partner of Meituan Longzhu, which invested in Xicha, reached a tacit understanding with Xicha. He believes that Xicha's investment is to prepare for the disappearance of dividends in the milk tea industry, and to strengthen the moat in products, channels and brands while doing a good job in the main business.

On the one hand, milk tea people can only reach a wider traffic intersection offline if they keep opening stores.

According to Tech Planet, in order to expand rapidly, Mi Xue Ice City cancelled the regional protection this year, which allowed more stores to be opened in one area. The reason for this strategic change is that "within the scope of regional protection, especially within the scope of regional protection of high-performance stores, brands will no longer open stores, which will lead to the accumulation of competing products and eventually lead to the decline or even closure of stores, so brands will gradually cancel regional protection." In order not to let others get ahead of you, you can also involve yourself.

On the other hand, the original profit model has touched a certain ceiling, and it is increasingly difficult to explore upward. According to Naixue's tea financial report, in the first three quarters of 20 18, 20 19 and 2020, the average daily sales of each store were 30,700 yuan, 27,700 yuan and 20 100 yuan respectively.

More tea brands are more inclined to let themselves jump out. Naixue's tea flaunts itself as a "lifestyle brand". "Milk Snow sells not tea, but a way of life," said Peng Xin, the founder of Milk Snow Tea. The person in charge of Naixue's tea brand told Science and Technology Planet, "The core of Naixue's future concern is how to bring more beauty, happiness and sense of accomplishment to consumers and create additional value for them around their lifestyles."

In Naixue's official flagship store, it can be found that Naixue not only has the homepage of herbal tea and other teas, but also launched moon cake gift boxes, cups, scarves and other peripheral products, striving to become a part of young people's lives. According to the financial report data, in the first half of 20021,the new retail income of Naixue was 69.729 million, equivalent to nearly154.96 million in the same period last year.

As Peng Xin judged, "the next stage is no longer an era of winning with a single point."

On the surface, the new brand broadens the product line and breaks through the ceiling of the original product in order to attract more consumers; But the deeper reason is actually based on culture, creating a unique lifestyle around the target consumers.

Milk tea chefs must go hand in hand in many aspects, so it is possible to rank in the second half.