First of all, matcha has a profound cultural precipitation. Matcha originated in Sui and Tang Dynasties in China. After the tender leaves of spring tea are steamed, they are made into cake tea for preservation. Put it on the fire before eating, then dry it and grind it into powder with a natural stone mill. During the Southern Song Dynasty, Japanese monk Rong brought tea seeds and "Duancha" back to Japan from China. Later, Japanese "Cha Sheng" Mori Noriky founded "Matcha Road", which made Matcha famous all over the world, so that many people in China mistakenly thought it was "imported".
Secondly, consumers have a wide understanding of matcha. The category of matcha is no stranger, and it has a certain historical origin in the beverage industry. From the original matcha cake and matcha latte to today's matcha milk cover and matcha ice cream, a large number of matcha products have appeared in various beverage shops and coffee shops, and well-known beverage brands such as Starbucks, Haagen-Dazs and Coco all sell matcha products, laying a foundation for consumers' cognition. Compared with green tea, matcha itself contains more tea polyphenols and has a good slimming effect. In terms of nutrition and health care, its value is very high, which is another cognition of matcha.
In view of the development law of the popular beverage "carbonated-coffee-tea" in the United States and Japan, the matcha market in China is extremely optimistic at this stage. In the face of this blue ocean, brands have accelerated their efforts to expand their territory and seize the market. However, with the advent of homogenization competition, how can new brands stand out? How to improve the performance of matcha shop quickly?
1, based on products, to build core competitiveness.
Under the trend of consumption upgrading and tea drinking, all kinds of matcha desserts have become synonymous with healthy and delicious food, but there are only three or six kinds of matcha. The matcha products in ordinary beverage stores are not as good as those in franchise stores, and the products are the essence and foundation of catering. Therefore, matcha needs to start with products and build its own core competitiveness. Not only use excellent materials, but also do it now. Moreover, all products should be based on the needs of consumers. First of all, we must be grounded and get the recognition of customers.
2. Pay attention to scene differentiation+sense of ceremony.
Adhering to this concept, matcha shop not only brings customers the ultimate product experience of amazing encounters, but also makes people in downtown feel at ease and creates unexpected surprise experiences in every detail of environment and service. Matcha shop should also convey a young and beautiful feeling to customers in its service: young waiters in light green tops and fashionable denim aprons are all handsome and sunny.
3, catering+retail new gameplay
For matcha shops, in order to increase turnover, take-away channels can not be ignored. In order to ensure the quality, matcha has made great efforts in take-away packaging, not only using double pockets for protection, but also adding ice bags for preservation to avoid the cake from being damaged by heat due to long-term transportation. At the same time, future matcha snacks will also cooperate with e-commerce platforms such as JD.COM and Tmall to accelerate customer coverage and gain a stable market.