After the “occupation” young people’s wardrobe, the international brand big -mouth monkeys started to enter the tea market. Recently, a reporter from Beijing Commercial Daily visited and found that the big -mouth monkey opened an independent big -mouth monkey milk tea shop. The space design highlights the “big mouth monkey” element. At the same time, it also sells peripheral products of the big -mouth monkey brand. Essence From the perspective of the industry, the big -mouth monkey relying on the brand’s influence and the differentiated changes to the “big -mouth monkey milk tea” in many aspects, including product innovation, space design, IP image closer and consumers’ stickiness. However, it is not a long time to obtain traffic by relying on brand effects. At the same time, it will also face many challenges with the market businessman of the head milk tea brand.
Cross -border new tea
Big -mouth monkey milk tea shop has become a new punch place in the “磕” milk tea family. Recently, a reporter from Beijing Commercial Daily visited and found that there was a tea shop called Paul Frank TEA Monkey Milk Tea near Xidan Winwei’s Building. The space design of the entire store echoed the big -mouth monkey brand. The tea beverages in the store include fruit tea, milk tea, coffee and other products, covering almost common drinking products on the market. From the price point of view, the price of the big mouth monkey milk tea shop products is not high, and the price is between 12-29 yuan. The relevant person in charge of the big mouth monkey milk tea Xidan Shan Danxian told the Beijing Business Daily that the store was the tea shop owned by the former international tide brand big mouth monkey. This is the first store in Beijing, and several stores are preparing.
A reporter from Beijing Commercial Daily noticed that such a tea shop with an area of about 40 square meters includes the front desk single area, the production area of the kitchen, and the food area. The entire store has 6 staff to serve. The division of labor is clear. In addition, the store also sells cups such as cups and other big -mouth monkeys peripheral products. It is understood that in the future, different patterns will be launched in the design of drinks.
As an international brand, the image of Big Mouth Monkey has appeared in various series of products such as clothing, home, watch, watches, and children’s bicycles. It is not difficult to see that this new tea market in full swing is in full swing, hoping to use its own brand influence to get a share. The reporter from Beijing Commercial Daily interviewed the big -mouth monkey on the development plan of the big mouth monkey milk tea, but did not receive a reply before the deadline. However, through the agent of the big mouth monkey West City, it is learned that the big -mouth monkey milk tea is proxy or joined by the headquarters.
High profit “temptation” feelings attract gold
High -profile and low -threshold beverage markets have become important factor for some companies to enter the beverage industry. Last year, after the launch of the “Taicha” series, Pacific Coffee opened a “Taicha” independent store. The coffee brand’s Ruixing Coffee and Starbucks also began to expand new categories and launched the tea series products this year. At the same time, the “hot pot+tea drink” model is constantly reflected in the hot pot brands such as Laibu, Haidilao, and Xiaolongkan.
According to the data released by Meituan Reviews, the “2019 China Beverage Industry Trends Development Report” data shows that as of the third quarter of 2018, the number of current tea -making stores in the country reached 410,000, an increase of 74%in one year. According to the sampling statistics of Consumer Index’s 15-45-year-old consumers in 25 cities in China, it is expected that the actual development space of existing current drinks may exceed 100 billion yuan.
A tea investor who does not want to be named told the Beijing Business Daily that the gross profit of the Taiwan milk tea store on the market is up to 85%. If a relatively high -quality raw material is used, the gross profit can also reach 70%, which also includes tea drinks. Bag materials and other materials. “Tea drunk gross profit is relatively high compared to many companies, which is also the focus of attracting investors.” Therefore, from the perspective of many people in the catering industry, sufficient market demand and space, coupled with higher input output, will attract more than attracting more than attracting more. Brands and companies with different genes entering the market are also an important factor in this market.
In addition, the IP effect of the big -mouth monkey brand itself quickly caused the market resonance of some consumers. Beijing Business Daily reporters have seen many “childhood memories”, “attracted by big mouth monkeys”, “collecting cups” from the public comments. According to the analysis, the big -mouth monkey entering the tea market through its own IP as the entry point will drive traffic to a certain extent.
Chinese food industry analyst Zhu Danpeng said that the big -mouth monkey enters the tea market, hoping to increase the relationship with the new generation of consumers through this category to increase brand traffic and attention. For the big -mouth monkey, the enrollment tea market is just the added value of the big -mouth monkey brand, and more and more international brands have begun to adopt this bundled marketing method.
Brand innovation is the key
For a new brand, it is crucial to quickly realize the number of stores and market share. Beijing Commercial Daily reporters have learned that the big mouth monkey milk tea has been promoted across the country and supports joining. The internal staff of the big -mouth monkey milk tea revealed that the current joining fee of the big mouth monkey milk tea store in Beijing is 200,000 yuan, and the raw materials and artificial headquarters are responsible for. However, the franchise model is a double -edged sword for the brand. Zhu Danpeng said that although the franchise model can be expanded at the most direct and minimum cost, compared to direct operating, it is highly risky and often prone to problems in management, supply chain, and standardized food safety.
According to the “2019 Beijing Catering Consumption Trends Report” released by the Beijing Local Life Research Center, while the corporate horse racing land, store activity has begun to decline, which indicates that the beverage market shuffling period is coming. In this regard, some enterprises have begun to innovate and upgrade from multi -directions such as products, quantities, and scenes, and constantly excavate and deeply penetrate the market. For the big -mouth monkey milk tea, the development of the tea market will also face many challenges.
Lai Yang, executive vice chairman of the Beijing Commercial Economics Society, said that consumers are now interested in tea drinking, and consumers’ consumption in tea drinks does not stop staying on “hunting strangeness”. Unique, formulating a series of store planning to segmented the market and obtained the recognition of another type of consumer groups, it will expand the brand market. However, product innovation is a magic weapon that can ensure long -term operation for the tea industry. Nowadays, the tea industry is very homogeneous competition, the brand needs to enrich the product line, and make differentiated positioning to cultivate its own unique consumer customer base, thereby gaining a certain competitive advantage.
(Editor in charge: Zhang Qianrong)