1. "Milk tea economy" is hot
According to the data of Tianyancha, up to now, there are 329,000 related enterprises with the words "milk tea" in the name or business scope of Chinese enterprises, of which 98% are individual industrial and commercial households. Up to now, there are more than 32,000 newly registered enterprises in 2022. In recent five years, the annual registered growth rate is 18.23%.
Judging from the investment and financing situation, according to the data of third-party organizations, the investment enthusiasm of the industry in 20 18 years exceeded 10 billion. From 20 12 to 20 18, the annual financing scale of the industry increased from 20 million to106.8 billion, and then dropped to 6.5% in 20 19. During the epidemic, catering was hit hard, but the financing of the existing tea industry still maintained an increasing trend year by year. In 20021year, the total amount of financing surged to 8.322 billion. Among them, Xicha raised $500 million, Naixue raised $255 million and Mixue Ice City raised $2 billion.
In addition, data show that as early as 20 19, the potential market size of finished tea in China reached 50 billion yuan. In recent years, the milk tea market has been rising steadily.
Most consumers of milk tea are women, while male consumers only account for 30%. It is precisely because consumers are women that the milk tea economy can prevail. Usually, whether dating or shopping, female consumers will buy a cup of milk tea and hold it in their hands. Even if they don't drink it, it can be used as a "fashion item". In the interview, 70% of female consumers buy milk tea at least four times a week.
While milk tea is hot, new Chinese tea is gradually emerging. The consumers of new Chinese tea mainly come from the post-90s and post-00s. Consumers in this group are more willing to accept new tastes and have higher requirements for the taste of milk tea. The new Chinese tea also stands out among many categories of milk tea with its high value and Chinese style.
There is a saying on the Internet about the milk tea economy: working-class people in big cities prefer to drink milk tea. This seems to be a ridiculous sentence, but there is data behind it. The consumption of milk tea in first-tier cities accounts for about 40%, ranking first, and the consumption of people with a monthly income of over 5,000 yuan accounts for 80%. This is also the reason why most of Hi Tea and Naixue Tea are opened in high-end shopping malls and office buildings.
However, due to the impact of the epidemic and the economic downturn, the brand of milk tea, represented by Mi Xue Bing Cheng, has also begun to develop into third-and fourth-tier cities. Moreover, in order to compete for more customers, the representatives of high-priced milk tea have also reduced their prices, and the 30 yuan era of milk tea has ceased to exist.
2. Milk tea brands should also learn to "plan ahead"
In fact, the boom of milk tea economy is only temporary. If the milk tea market is saturated and the competition is more intense after five years, brands that have not "prepared for a rainy day" will certainly suffer the most.
Speaking of taking precautions, Mi Xue Bing Cheng is a model of these milk tea brands. The orientation of Mi Xue Bing Cheng is to only make milk tea with high cost performance, and not to open a large-scale experience store. Shops are small doors that can be bought at any time. Although it is a chain brand, the joining fee of Mixue Ice City has been around 50,000 yuan, and it only needs to pay less than 20,000 yuan for maintenance every year. This also ensures the profits of franchise stores and stabilizes the number of stores opened.
Of course, such a small franchise fee also determines that Michelle Ice City did not get rich by earning franchise fees. In order to make the brand develop for a long time and maintain a good brand image, Mixue Ice City began to start with the raw materials of milk tea. At present, 70% of the raw materials of all the stores in Mi Xue Ice City are produced by themselves, and this proportion is still increasing. This means that as long as Mi Xue Bing Cheng Store can sell milk tea, then the company headquarters will not lose money.
Moreover, Michelle Ice City has also developed a new category and established the Lucky Coffee brand, focusing on the coffee market. Its positioning is basically similar to that of Honey Snow Ice City, and it is expected to become the scale of Honey Snow Ice City within five years. In addition to drinks, Mixue Ice City has also developed snacks and opened its own surrounding boutiques, all of which are in preparation for the transformation.
There is no need to open up a new industrial chain to plan ahead. If the brand of milk tea can create explosive products that are deeply loved by consumers, and can constantly update innovative products, it will certainly get long-term development. For example, health and fitness are two hot topics recently, and milk tea brands can create their own new products according to these two topics; Or, like the modern China tea shop, make use of regional advantages to create a brand image and prepare for the products to break the geographical restrictions.
In a word, we should focus on business model and product construction in case of emergency, and then we can gain a bigger market with the help of marketing activities.
3. The "big problem" of the milk tea industry
Open the menu of tea shop, in fact, you will find that although the product name of each tea shop is different, the ingredients and practices are basically the same. As long as a tea shop develops a new category, other tea brands will follow suit and launch similar products.
Milk tea can be said to be the original creation of hi-tea. Based on the innovation of Hong Kong-style milk tea combined with the taste of mainlanders, it was deeply loved by consumers at the beginning of its listing. But now, milk tea is no longer a sign of tea-loving. Naixue's tea has domineering series, slightly changed Macchiato, Honey Snow Ice City, cheese milk tea ... and new products of seasonal fruits. Hi-tea and Hiroshi Fujiwara's milk tea were jointly named before, but later they were "moved away" by various milk tea shops.
Of course, the homogenization of these milk tea products is not the biggest problem, because after all, the technological content of milk tea is not high, but also depends on ingredients and packaging.
The long-standing problem in the milk tea industry is actually a health problem, not only in the milk tea industry, but also in the whole catering industry.
The raw materials that expired overnight were used again after the date was changed. Insects floated into small boxes, picked them out and used them again. The fruit was rotten and half of them were cut off ... These were just news stories, and we don't know how many were behind them.
No matter how big or small these milk tea brands are, as long as they have been investigated, no one can be spared. If it is investigated, the store will be shut down for rectification, and this loss is definitely greater than the loss of raw materials.
This requires milk tea brand enterprises to strengthen the supervision of their own milk tea shops, strictly control the hygiene of raw materials and employees, establish an appropriate reward and punishment system, and clarify the responsibility to individuals, so that when problems arise, they can be held accountable accurately. You can also set up a special internal quality inspection team to conduct spot checks on stores from time to time, which can better standardize safety production.
With the prevalence of milk tea economy, consumers who love milk tea will actually have a soft spot for a certain brand of milk tea in addition to punching in the newly opened milk tea shop. How should the tea shop deal with such a situation?
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