I have seen a blogger make a blind box evaluation of milk tea with his eyes closed on the Internet before. Many items in Mi Xue Ice City can be "muddled through" and "filled in the blanks", and there are many explosions. To tell the truth, compared with high-end milk tea brands such as Xicha, Chabaidao, Shanghai and Ruixing, it is not bad. For example, explosive lemonade, peach four seasons spring, great fresh orange and so on. Although there is not much material, it tastes good and refreshing. But look at the price: lemonade 4 yuan, peach 6 yuan, fresh orange 6 yuan, less than the price of other brands 1.
So small profits but quick turnover is not the key. Small profits but quick turnover is delicious. This is the key.
Now, let's make a concrete analysis of why Michelle Cheng Can has small profits but quick turnover.
First, the sinking market, the number of stores, can be seen everywhere, drink if you want.
Compared with a hot business district where tea and snow are only distributed in first-tier cities, Honey Snow Ice City began to sink in second-and third-tier small cities from the beginning of expansion, and it can be seen in schools and towns in the early days.
The consumption growth of second-and third-tier cities is obviously not as high as that of first-tier cities, so price competition is undoubtedly the most efficient strategy to occupy the market.
In June, 2020, Weibo, the official official of Mixue Ice City, announced that the number of stores in the world exceeded 1000, becoming the first tea brand with over 10,000 stores. The number of stores such as Xicha and Naixue lingers on the edge of thousands of stores.
It can be seen that relying on the joining mechanism, Mi Xue Ice City has truly achieved "everywhere, drink if you want".
The value of China beverage market is huge, and it is impossible for any brand to completely occupy it. Therefore, the brand strategy of Mi Xue Ice City at the beginning is aimed at third-and fourth-tier cities, even counties and towns. Since you want to sink, sink to the bottom and become the most popular tea brand.
Second, the supply chain advantage.
Price forces value adjustment. In order to cater to the low price, Mixue Ice City must find a good and cheap supply chain.
Since 20 1 1, Michelle has opened the first factory in ice cream powder. In order to ensure the timely delivery of goods, Michelle not only built her own raw material production line, but also established a logistics storage system throughout the country, and no longer opened any direct stores, completely focusing on serving franchisees.
With the scale effect of offline stores and the most advanced modern production equipment. The raw materials of Mi Xue Bing Cheng can be cheaper than other brands 10% or more. According to the data revealed by Michelle herself, it takes franchisees an average of 10 months to recover their costs. The powerful self-built supply chain system has restrained and controlled the procurement cost of raw materials to the greatest extent.
Third, product positioning and marketing strategy
In terms of product positioning, the main products are ice cream and tea. The number of SKUs is small, and the menu is clear at a glance, which is more conducive to consumers' quick decision-making, especially for consumers with difficult choices. Lemonade has been successfully made into explosive products (discussed later). You know, lemonade is an easy-to-establish online celebrity category, which can drain its stores and improve the repurchase rate, thus achieving a single breakthrough.
In terms of product pricing strategy, Mixue Ice City has achieved the ultimate goal of being close to the people. 4-8 yuan's product price range is very friendly to consumers of all walks of life. Especially the representative product of Honey Snow Ice City-iced lemonade is more popular with consumers than mineral water in 3 yuan.
Fourth, a profound IP image.
This has to mention the brand-new brainwashing theme song recently launched by Michelle Ice City. Generally speaking, advertisements that are brainwashed repeatedly are easy to remember, but they can also be boring. But why don't I hate the advertisement Michelle Ice City, and even like it a little?
Meng is justice and Yan value is justice, which is the current aesthetic trend. As long as it is related to Meng Wa and Meng, everyone's tolerance will be improved a lot, and it is no exception in the IP world. The appearance of IP Snow King in Honey Snow Ice City is a familiar snowman image. It seems that QQ is soft and sticky, and there is a jelly feeling when walking, just like a walking glutinous rice, so I can't bear to hate it when Q is cute!
5. Other brands were accused of plagiarism because of poor transformation and imitation.
Other beverage stores have also transformed. As the political book says, our current contradiction is that the people's growing demand for a better life and the imbalance of development are insufficient.
However, many brands can only pay more attention to their own quality when the conditions are unstable at the beginning of their establishment. The quality has gone up and the cost has gone up.
Stores that have been formed will not follow the trend of price reduction because of the fire of honey snow, and their costs are different, and some cannot be reduced.
Moreover, we often see some tea shops that imitate the snow and ice city, even the menu and logo are not bad, but why are some people unwilling to patronize? Because the image of Honey Snow Ice City has long been deeply rooted in the hearts of the people, such a store can easily be considered as copying Honey Snow Ice City, and it will not pay more attention to whether it is good or not, so it is not cheap.