Why is the hottest online celebrity in China in 2017 milk tea？

Author: dog head

What is the hottest item in China catering market in 2017?

Milk tea, of course!

If I have to add an adjective to this milk tea, I think it is a new Chinese tea.

One of the symbol products of new Chinese tea

In 2016, the sales of coffee and other beverage stores totaled 92.6 billion yuan, an increase of 8.2% year-on-year; Among them, the sales of other beverage shops (such as dessert shops, various water bars, traditional tea shops, traditional tea houses, new Chinese tea, etc.) were 41.3 billion yuan, up +14.5% year-on-year.

— — Source: Euromonitor, CITIC Securities Research Department.

The rapid rise of new Chinese tea;

On the one hand, it has received the market of FMCG. Many consumers who used to be carbonated drinks, alcoholic drinks, bottled juice and instant coffee began to turn to new Chinese tea;

On the one hand, it absorbs the market of other catering categories. For example, some people in traditional milk tea, coffee shops and tea clubs have also gathered here.

Tea+bread is also one of the characteristics of new Chinese tea.

According to industry experts, the market of new Chinese tea is expected to be 40-50 billion. The terrible thing is that it drinks ice in summer to cool down, and drinks hot water in winter to drive away the cold. Can take out, can eat in a restaurant, can buy food, can take out, can sell bread and can sell simple meals.

The national tea market is upgrading, and milk tea is the vanguard of this upgrading revolution. If that’s all you see, go back and sell milk tea immediately. Congratulations, nine times out of ten, you will lose.

Because you only saw a conclusion, but you didn’t see how I came to this conclusion.

give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime

It is better to teach people to fish than to teach people to fish.

Today, I will talk to you about "Why is the hottest item in China catering in 2017 the new Chinese tea?"

one

Tea has been upgraded for a long time, but I only know it now.

In February, 2017, Xicha opened its first store in Shanghai, Raffles Store, and the queue exploded. At the same time, the topic of hiring people to queue up, milk-covered tea and the direction of new tea shops is controversial.

Everyone seems to find that "Xi Tea", "Naixue Tea" and "Love Warm Early Tea" … This kind of milk-covered tea is very new, very popular and very popular with young people. Why do some people prefer to wait for 3-4 hours to buy a cup of milk tea? Is milk tea without pearl coconut, red bean pudding and grass really delicious?

Queuing has become a necessity for the dining experience.

In fact, before this, there were "Rock Salt Cheese Green Tea" and "Oolong Milk Cover Tea" on the market. However, he was the first one who really started the milk-covered tea nationwide.

Milk tea in the sense of most of us gradually evolved from English milk tea. It was not until 1987 that Taiwan Province Chunshuitang Teahouse was whimsical and added pink balls to milk tea that bubble tea was created. Then, bubble tea was pushed to a climax by the mode of setting up take-away stalls first. Then the milk tea market continued to evolve and upgrade. Around 1996, Taiwan Province milk tea entered the mainland market, and from 2001 to 2006, the industry ushered in a blowout growth. It can be said that milk tea is accompanied by the growth of these people after 80 s and 90 s. Now milk tea is developing towards socialization and leisure, which can actually be understood as a model regression.

Gongcha has established more than 1,500 franchisees in just a few years.

Until the plasticizer incident in 2011, bubble tea was affected. That is to say, in 2011, milk cover tea came out, followed by tribute tea with milk cover tea as its signboard, which quickly joined, and it took only a few years to have more than 1,500 franchise stores.

thus it can be seen that

1. The tea market in China is huge.

2. Chinese pays more and more attention to food safety.

3. Shanghai is the bridgehead of catering, and whoever occupies it can start the brand.

That’s interesting. Since it’s not a new variety, why did you come to Shanghai at this juncture? This is about the investors behind the tea — — He Boquan returns to the beverage market.

Robust founder returns to beverage market

Who’s He Boquan? He was the famous founder of Robust. After leaving Robust, He Boquan established Today Capital and became an investor. 7 Days Hotel Chain, ikang Physical Examination Center, noah wealth and Jiujiuya Duck Neck King are all enterprises invested by He Boquan. Interestingly, Robust, which helped He Boquan start his business, was famous for its drinks.

Robust was also a bully.

Nie Yunchen started from imperial tea in Jiangmen. However, no matter how powerful he is, he can only look at the tea market from the perspective of catering people.

He Boquan is too familiar with the beverage market. He knows that the beverage market in China is upgrading. The market for carbonated drinks and alcoholic drinks is declining every year, while healthier and lighter drinks are gradually rising. The new Chinese tea, led by Xicha, will absorb the market of carbonated drinks, alcoholic drinks and other fast-moving consumer goods in the past.

In addition, he once threw for a long time, and snacks and fast food developed into "fast-moving consumer goods", which He Boquan was familiar with.

A little bit of joining mode is worth learning.

In addition, many people in the market only know a little about Taiwan Province 50 Lan. But I don’t know, a little bit is just a brand founded by 50 Lan agents in North District. The brand of boss 50 Lan in Central District in the mainland market is called "KOI", which is considered as a brother brand relationship. One is to play as an agent, and the other is to do direct sales. There is competition between them and there is no competition.

Both Liu Qiangdong and He Boquan saw the same thing.

Liu Qiangdong’s JD.COM Mall and JD.COM Supermarket are also flourishing. Sitting on big data, he also saw the changes in the traditional beverage market. So he invested 500 million in INWE tea.

With the improvement of urbanization, there are more and more shopping malls all over the country. It’s getting easier and easier to open a tea shop. From catering thinking to FMCG thinking, this is just that there are more and more sales channels! The more channels there are, the time and energy cost for consumers to buy milk tea is similar to that for a bottle of coke. Of course he chooses healthier tea drinks!

two

The essence behind the upgrade of milk tea

The carbonated beverage market led by Coca Cola and Pepsi Cola declined. On the surface, the reasons are the shrinking categories, the fierce competition in the beverage industry, the younger people who drink drinks, and people love to play and love new things more.

In fact, the root cause is — — Consumer demand has increased.

Demand has increased, not there is no demand.

China has a population of 1.4 billion, that is, 1.4 billion people. People don’t have to buy smart phones, houses and cars, but they have to drink water! The drinks of the new generation are mainly Xiaoming students, starting at 5-6 yuan, and carbonated drinks are only 2-3 yuan. But why not buy carbonated drinks now?

In the face of demand, marketing advertising is pale.

— — Doge’s head

In terms of marketing ability, Coca-Cola and Pepsi are definitely among the best. The recent successful marketing events, such as Coca-Cola bottle and Pepsi Monkey King, can only slow down the decline in sales.

Demand is not there, and marketing can’t save it.

Let’s go back and see why Maslow needs it.

People’s needs will escalate. When he meets the needs of the lower level, he will approach the needs of the higher level. Take beverages as an example. In the past, most people had low income, fewer kinds of beverages and fewer channels. People buy drinks to quench their thirst and satisfy their cravings — — This is the most basic physiological need.

It’s more expensive than coke and sells better than coke.

Thanks to the reform and opening up, everyone began to get rich. When people have money, they certainly want to go to a higher level when they want to drink. So everyone found that drinking carbonated drinks is not good for their health, so they began to choose other healthier drinks. This also explains why bubble tea was cold after "plasticizer".

I’m talking about the situation of most of the 1.4 billion people.

After all, snacks and fast food are faced with more people at the grassroots level with a huge population, and it is precisely this grassroots level that their needs have increased, from physiology to safety. Some also go to socializing and respecting needs.

In the milk tea market, the raw materials are upgrading from the initial creamer to the milk powder and then to the fresh milk. In fact, it is moving towards healthier and higher cost. Now the price of a cup of milk tea on the market is above 20.

In addition to milk tea, there is also a "online celebrity Tea Shop" — — Tea pill, the recent limelight is comparable to hi tea.

Another online celebrity milk tea in Shanghai

Chawan is also milk tea, but it holds high the banner of "bubble tea". Its most eye-catching selling point is that it is made of colorful pearls with vegetables and fruits, and it is made on the spot. A few days after its opening, it suddenly caught fire in People’s Square. Many people lined up at the scene and became the landscape of People’s Square for a time.

Tea pill is now a color bubble tea.

Interestingly, although the tea pill sells pearls, it has a milk cover.

The tea pill is aimed at this age stage after 95. Time flies, and now the consumers are no longer the post-80s generation, and the first batch of post-90s generation are also quietly aging.

The consumers of milk tea began to develop after 95.

About post-1995 (95— — 99) this group, their current state is at the stage of just going to college and just graduating from college. When the milk tea market broke out in 2001-2006, they had just entered primary school and had been exposed to milk tea since childhood.

In 2017, more people born in 2000 will go to college.

In their eyes, the function of milk tea to quench thirst is decreasing. Drinking milk tea is actually more like a way of life, a kind of leisure and a kind of socialization for them. Therefore, I understand why some young people are still drinking mineral water when they are waiting in line to buy milk tea.

At present, the economy is sinking and people’s wallets are tightening, but their needs are still at the top. 20 yuan can’t buy delicacies, what I bought is, I’m here! I ate it! I drank it! A cheap mental placebo.

— — This is the embodiment of social needs and respect needs in Maslow’s demand principle.

three

The last state of milk tea market

Everything has a final state, and that state is direction.

One of the conjectures about the final state of "New Chinese Tea"

— — Build your own channels and diversify your business: tea+food+surroundings.

The second conjecture on the final state of "new Chinese tea"

— — Enter the channel by yourself and learn from Starbucks to enter the shelves of FMCG.

The third conjecture on the final state of "new Chinese tea"

— — Diversified channels, the store as a warehouse, surrounded by your channels.

From He Boquan and other capital platforms, it is possible for new Chinese tea drinkers to go to the route of "Jiujiuya Duck Neck" they invested — — Open stores all over the streets. The fast-moving consumption of catering will promote the promotion of the whole milk tea market in disguise.

New Chinese tea is now taking over major cities. After Shanghai, Hangzhou and Nanjing are upgrading. And the brand based on milk tea is seizing the blank market. When they seize the market, they not only use products, but also the "marketing methods" of industry bosses.

This milk tea upgrade is not a short-term behavior, but a rapid and in-depth promotion of the entire milk tea industry.

Supertea’s tea tour "tea European package"

For example, in Suzhou, near Shanghai, the milk tea brands there responded quickly. Supertea in Suzhou provides tea with milk cover and bubble tea, and also provides tea European bags (soft European bags made of tea: low sugar, low oil and low fat). The market response is also very good. Every day, there are crowds of people queuing in stores, and many people buy his tea European bags to take home.

Immediately after that, milk tea brands in Kunshan, Wuxi and other places around Suzhou responded quickly … At that time, ordinary milk tea is still mixed with milk powder and tea powder. How to face the new milk-covered tea made from fresh milk and new marketing methods?

The dog said:

Tesla invented the DC motor, but Edison benefited.

If Nie Yunchen is the sole trader, the new Chinese tea may just wander in the dining room. However, with the platform of He Boquan and other capitals, the "milk tea" does not rule out the possibility of becoming "duck neck" or Starbucks in the future. After all, the water of FMCG is much deeper than that of restaurants, and only the water depth can carry a large-tonnage ship.

Understand the demand upgrade and you will know the direction.

The upgrading of demand promotes the upgrading of consumption, and "milk-covered tea" is only the vanguard in the storm of upgrading the tea industry. Understand this point, and then look back at the cheese milk cover of tea-loving, the tea European bag of Supertea, the soft European bag of Naixue tea, and the colored pearls of tea pills, and we will understand the true meaning.

On the way to upgrade the tea market, different tracks appeared. Some are product upgrades, some are brand upgrades, some are model upgrades, and some are business thinking upgrades.