In first-tier cities such as Beijing, Guangzhou and Shenzhen, a large number of relatively small brands of ready-made yogurt are appearing on the streets. They * * * have the same feature that they sell yogurt by making tea, such as adding small ingredients such as purple rice, oats and fruit granules, and the pricing is mostly in the range of 15-30 yuan. Among them, there is a well-known brand "a yogurt cow".

Blue glass yoghourt

It is also favored by the capital because of its positioning as a "franchise organization selling fashionable drinks based on characteristic yogurt" and the scale of more than 0/000 stores in/kloc. 202 1 1, New Dairy, a listed company of New Hope Group, acquired 60% equity of "a yogurt cow" at a transaction consideration of 230 million yuan. On the whole, these existing yogurt brands are all based on yogurt, with various accessories, creating a kind of extensibility similar to new tea products for the brand.

Moreover, compared with high-sugar milk tea, yogurt has stronger health attributes. China food industry analyst Zhu told Interface News. At present, the domestic yogurt market is still in the disorderly competition stage of "high price equals high quality". Some high-end yogurt brands actually do not have their own production bases, and many of them are also OEM. A large part of the "sky-high price" of this part of yogurt comes from emotional premium.

And this logic can also be applied to "a yogurt cow", such as Blueglass, which focuses on offline brands.