Editor Zhang Shuo
Friday (165438+1October 13) is less than 6 pm. On the first floor of Ma Zhi Health Store in Tian Li Street, Shuangjing Street, Chaoyang District, there are several young men and women drinking "Chinese medicine coffee". They seldom sip alone, but mostly sit together, chat and smell the medicine in the shop. In addition, many young people choose to pack and take away directly.
In the shop, a cup of Lycium barbarum latte costs 32 yuan, and a cup of black Lycium barbarum latte costs 38 yuan. 6 yuan is not unreasonable, lavender soaked in black wolfberry is more popular. A man who didn't look up at his mobile phone packed a cup of black wolfberry latte and walked out the door, saying "I don't think it's expensive" to the price of coffee. This is his first time to try the coffee brewed by Tong Ren Tang.
It was also founded in 1669, and Tongrentang, 35 1 year-old, sold coffee for the first time this year. "Know Your Health" is a new retail brand under Tongrentang Health Pharmaceutical Group, which was established in July 2065438+2009.
Is this cup of Chinese medicine coffee really healthy, emphasizing Tong Ren Tang, who abides by the old adage that "although the processing is complicated, you will not dare to save labor, although the taste is expensive, you will not dare to reduce materials"?
Figure/Customers are tasting Chinese medicine coffee (photo taken in Lu Fang)
Li Quanlin, Tong Ren Tang (600085) securities affairs representative. SH), in an interview with AI Finance and Economics, said: "There will definitely be no (bad) impact on health. Given that I have worked in a Chinese medicine firm for so long, the (Chinese medicine coffee) product will definitely be fine, but we don't know much about how to do it here. " According to its introduction, "Ma Zhi Health" operates independently and is a brother company with listed companies.
Another kind of existence in coffee
A barista at Shuangjing Ma Zhi Health Store told AI Finance and Economics that there are currently four Ma Zhi health stores in Beijing. In addition to this Shuangjing store, there is another one near Daxing and Chaoyang Park, and the Heshenghui store on Xidawang Road is about to open.
Unlike the coffee shops in the United States, which are deep in earthy tones, where the air floats and smashes burnt coffee beans, the coffee shops in Tongrentang are filled with the smell of traditional Chinese medicine. Compared with the busy state of many baristas in Starbucks, there are only two baristas on the operating table of Shuangjing, a well-known health store.
Figure/barista at work (photo taken in Lu Fang)
The mystery of Tongrentang Cafe lies in the word "medicine". From the naming of "Zhisheng", it can be seen that the coffee and drinks launched by Tongrentang still emphasize the old line of "Chinese medicine". For example, Rhodiola Coconut, Beauty Licorice Red Pomelo Tea, Hawthorn Chenpi American, and New Herbal Lati, Siraitia grosvenorii American 2.0, etc. Prices range from 23 yuan to 38 yuan. According to CCTV's financial report, Chinese wolfberry latte, motherwort rose latte, hawthorn tangerine peel, American style and other explosions sell thousands of cups every day.
Different from other coffee shops, Ma Zhi Health Center has also launched a series of "health soups", which are several times more expensive than drinks, such as purple potato bird's nest 138 yuan for one person, avocado bird's nest for 328 yuan, and sea cucumber steamed brown rice 188 yuan for one person. You need to make an appointment three days in advance to eat in class. The cheapest old duck with Poria cocos, tangerine peel and coix seed stewed 48 yuan for one person.
Ai Caijing also noticed that several doctors in white coats were standing on the first floor of Ma Zhi Health Store. If customers need to know about Chinese medicine, they will patiently take them to the shelves filled with various Chinese medicines on one side of the store and tell them how important it is to keep in good health.
Figure/Chinese medicine doctor in the Chinese medicine area on the first floor (photo by Lu Fang)
However, doctors in the store will not take the initiative to launch a "sales offensive" to customers to buy Chinese medicine, like Watson's shopping guide, unless they give Chinese medicine advice and even help customers feel their pulse in combination with their needs. However, these consultations are just chats and do not involve fees.
The items that need to be recharged are on the second floor. There are visiting doctors here, and the registration fee 100 yuan -200 yuan varies. On the second floor, you can ask the doctor to take a detailed pulse, and a richer box of bulk Chinese medicine is also here.
Photo/There is a consultation and medicine taking area on the second floor of the coffee shop (photographed by Lu Fang)
The doctor said that it is a little cheaper to catch APIs on the second floor than on the shelf on the first floor. Take dried tangerine peel as an example. A bottle of dried tangerine peel on the first floor is only 35g 120 yuan. On the second floor, bulk weighing is much cheaper. But the price of dried tangerine peel varies with the age. However, few customers stop at the price of 1 1888 yuan per box of instant sea cucumber, 5 180 yuan/box of Cordyceps sinensis and 9880 yuan per box of super bird's nest.
Coffee culture originated in Europe and America. In recent years, the local coffee, represented by Luckin Coffee, began to rise in China, and it was defeated in the middle. It is impossible to determine whether coffee or tea is more appreciated by China's stomach overnight. Tongrentang sells "punk healthy coffee" to strengthen the weight of century-old Tongrentang among young consumers.
On a large French window in front of the health store, the words "Lycium barbarum coffee, you can get up early tomorrow" are particularly eye-catching, and the colorful slogan "Health will never relax and step onto the peak of life" is flashing in the store. On the wooden wall leading to the corner of the stairs on the second floor, the sentence "The first floor is just a preface, the second floor is a formal chapter" is written, and on the other corner wall, the English sign "Go upstairs and take a step towards health" is written.
The photo wall, cartoon toys and color sense have all made great efforts to cater to young consumers.
What is the prospect of using Chinese medicine coffee to find another way?
According to the report of the third quarter of 2020 released by Tong Ren Tang1October 3 1 day, the revenue of Tong Ren Tang in the third quarter of this year was about 9.053 billion yuan, down 9.09% compared with the same period of last year. The net profit attributable to shareholders of listed companies was about 7,654,380,500 yuan, a decrease of 65,438+05.89% compared with the same period of last year. In addition, the net cash flow from operating activities was about 65.438+80.8 million yuan, a decrease of 36.65438+0% compared with the same period of last year.
Li Quanlin, the witness of Tongrentang, told Ai Finance that "the first half of the year was mainly affected by the epidemic". Tongrentang does not have drugs specifically for the epidemic, but mainly sells drugs through dealers rather than hospitals. Because the epidemic has changed the living habits and medication habits of ordinary people, they are unwilling to go out to buy medicines, and the epidemic situation in Xinfadi, Beijing reappears, and the transportation of medicines is affected. He further added that with the gradual improvement of the epidemic, the performance of Tongrentang has gradually picked up.
Tongrentang revealed in the semi-annual report that its medicinal liquor division will adhere to the two-wheel drive of medicinal liquor and food wine, and explore new marketing ideas according to the different needs of customer groups.
As the brother company of Tongrentang, it is also a new way for Tongrentang Health Pharmaceutical Group to explore new marketing ideas. How helpful is this transformation attempt to the future of Tong Ren Tang?
Figure/Various Chinese herbal medicines and health products displayed on the first floor of the store (photographed by Lu Fang)
In this regard, Li Quanlin told Ai Finance: "(Zhihu Health) business has little to do with listed companies, but operates independently. But even if it has nothing to do with listed companies, everyone will feel that this has achieved an advertising effect. Through this form, more young people can understand Tongrentang and recognize Chinese patent medicines. "
Li Quanlin further emphasized that "(Zhihu Health) has no influence on the performance of listed companies, but they are all brother companies. We are also glad that it is well managed. If the management is not good, it has nothing to do with us. "
Zhu, a food industry analyst in China, told AI Finance & Economics: "It is a relatively new attempt for Tongrentang to use the coffee shop model to support the health care industry. This move shows that Tongrentang, an established enterprise, is exploring how to establish sticky ties with the new generation. For coffee shops, this is an effective marketing tool and powder suction tool. "
At the same time, Zhu also believes that at present, Zhihu health online celebrity stores have stronger attributes, and whether they can go long-term ultimately depends on whether the product quality and service system can create loyal consumers, and then promote health products.
Looking at the whole domestic coffee market, Zhu believes that the persistence of customer stickiness is the most important factor to judge whether this model is feasible. China's coffee market has entered the growth period from the introduction period. The overall market capacity is expanding, and consumers are also expanding. The whole industry has not been shuffled, which also means that the market allows more brands of different grades to enter the market in more modes and scenarios.