If you want to run a milk tea store, you should consider all the factors. You should pay attention to the location of the small milk tea store, store operation, decoration and design, product pricing and so on.

If you start a program but haven't figured out how much the product should be priced, what will you end up with? I'm a sucker. Because price determines what the consumer pays. A unit price of 200 is a completely different customer base than a unit price of 50. So pricing is class division.

What is the division? Dividing who your customer base is, which segment you compete in, and how big your market share is. At the same time, pricing determines the entire value chain. Different pricing requires what kind of products, teams, services, environment, marketing and other resources to be deployed.

Meanwhile, pricing determines the revenue and profit of the enterprise, which represents the whole interest chain of the enterprise. This includes the interests of customers, employees, suppliers, landlords, shareholders and investors.

Without reasonable pricing, there is no way to form a virtuous closed loop of profit. Without a closed loop of profit, what bonuses and benefits can a company give to its employees? How to train and retain talent? What is invested in product development? Do marketing how to do? Then talk about brand building and business model.

So bad pricing is basically scrapped.

So what factors should be considered in pricing and what should be done? This is the focus of what we're going to talk about today, and it applies to all walks of life. I hope you guys pay attention to it~

What factors should be considered in pricing?

For example, the pricing strategy of Xi Cha and Yi He Tang

The first step of pricing is to analyze the whole market. Nowadays, consumers love milk tea and there are more and more milk tea stores in the market, which is both an advantage and a disadvantage for milk tea stores.

It also depends on the consumption level of the city or suburb. Pricing is completely different in big cities and small towns.

Lower pricing in big cities can feel unhealthy and upscale, while higher pricing in small towns can only be consumed occasionally even if everyone wants it. So it's important to have a basic understanding and grasp of the larger market before pricing.

Different groups of people have different purchasing power and pursue different goods. Students may not be able to afford higher priced milk tea, but white-collar workers will be much more receptive to the price of milk tea.

Analyze the positioning of the milk tea store. The goodness of the milk tea store also affects the quality and price of milk tea.

If you open a small milk tea store, decoration and service are more resistant, then your milk tea is good, the price is high, will not make people feel good, will only give people the feeling of low cost performance. So the flavor of the store also determines the price. Choose the price that suits your milk tea store is the best choice!

Here is an example of the pricing of the well-known tea industry "Xi tea" and "Yee Wo Tong"!

Xi tea product pricing

To enter the market with high-priced vacancies, and to enter the minds of consumers by hot sales.

Xi's tea is priced between $20 and $30, which is slightly higher than regular milk tea, but on the flip side, spicy enough to stay off the streets.

And the hot fire is like tea differentiation. Tea like to seize the "sky-high" vacancy, established to hot as a differentiation of the interlocking nicknames.

For example, based on the traditional production process, adding cheese milk cover, matcha powder and other innovative factors. It also offers low-fat and low-sugar products and introduces new mass-market products such as seasonal fruit tea.

In addition, Hi-Tea has its own planting base, and constantly conducts research and development on tea ratio and production process to ensure the brand's unique taste.

And quickly opened stores in first-tier shopping malls in Shanghai, Beijing, Hangzhou and other places, shaping the temperament of its own first-tier brand and occupying the high ground in the minds of users.

In order to attract different types of consumers, Xi Cha has also diversified and upgraded its stores. The stores are categorized into black gold, pink and standard stores according to their decoration styles, with the aim of serving female users and strengthening their appeal to male consumers.

At the same time, the location of hi tea stores is also very careful, will try to open in the PRADA and Starbucks store next to the consumer's mind to form a brand texture, increase awareness

In this kind of consumption, if a cup of tea in the value, taste, flavor and other aspects of the needs of this type of consumers, coupled with the design and the creation of the consumer experience, the same price sales is completely no problem. The problem.

It goes without saying that the success of Xi-cha now, according to the pricing strategy, Xi-cha has in fact through their own product pricing positioning of their own target group, so basically behind the product development and brand building are centered on this part of the population.

For milk tea store owners, if you don't know how much your milk tea should be worth, then you can look at how much some of the milk tea stores around you are selling it for. Because they have already told you what price your customers can generally accept. It's back-propagation.

Yihe Tang product pricing

Low price surrounded by colleges and universities, rapid store fission.

The mention of Yihe Tang conjures up images of their brand's breakout product, roasted milk. It's amazing that a roasted milk can do 30% of the sales! There are two special labels about Yihe Tang: one is a college or university and the other is roasted milk.

Tangyi is a company that specializes in baked milk, located near major universities. Within a few years it had 2,000 stores and is now a nationally recognized tea brand.

Tang Yi basically chooses its locations starting with schools and working its way around third-, fourth- and fifth-tier cities. universities with more than 500 students and major high schools with about 3,000 students are its targets.

Of course, now we have started with pedestrian streets, shopping centers and stores in cities. It is also gradually moving to the central areas of first- and second-tier cities, with the brand adopting a strategy of a rural-encircling-city policy.

The reason for Tang Yi's rapid development, in addition to this cup of memorable baked milk, more important is its accurate price positioning. Because the target customer group is the student party, the cost of more than 3 yuan a cup of baked milk, selling only 6 yuan.

If the price of this roasted milk was 9 yuan, 12 yuan. I guess there would be no Summer Palace today.

So it's inevitable that Yihe Tang can make many young consumers or students willing to pay. After all, who doesn't like cheap and good quality tea?

How is the product priced?

Six "pricing methods"

We know the importance of pricing and the factors that determine it.

The key factors, so how do we actually price?

On how to price the product, you can use these 6 "pricing method" Oh!

1, "halo pricing method" scale

2, the main cost method procurement channels

3, the cost, volume, profit integrated pricing method market sense

4, the use of digital pricing method triggers

5, the use of coefficients pricing method innovation

6, Gross margin pricing method Quality

▲"Halo pricing method" scale

"Halo pricing method" is generally some smart restaurant owners often use an effective method.

What is the "halo pricing method"? Below, with a practical example to illustrate.

Because of the market consumption slump, the catering industry in Guangzhou had planned a "cup of milk tea 1 yuan" of fresh events, so that some businesses from the sweet. 1 yuan to drink a cup of milk tea is indeed a pleasant surprise, it is simply too cheap.

Makes the customer love the house, produce the overall good feeling of the store goods low price, thus prompting the store's honor degree is increasing, customers.

Because of the establishment of the "sincerity" of the foundation, and thus establish a good reputation for the store, and reputation and bring greater profits, received a small loss to make a big effect.

According to the owners of these tea stores, their reputation was not very loud, with a monthly turnover of only about 70,000 yuan. But since doing this kind of "lose money" after the sale, so that the store all of a sudden "lose" out of fame, so that the customer base soared, the most prosperous monthly turnover of hundreds of thousands of dollars.

This can be called "cheap and good".

▲Principal Cost Method Purchasing Channels

The pricing method is the cost of raw materials and direct labor costs as the basis for pricing, and from the "profit and loss account" in the other costs and expenses margins, so that you can calculate the sales price of the product:

The sales price of the product = (products) Raw Material Costs Direct Labor Costs)/1-(Non-Raw Material and Direct Labor Costs Rate Profit Margin)

This makes pricing more reasonable if labor costs can be reduced appropriately.

Example: a cup of black sugar pearl milk tea, raw material costs 3 yuan, direct labor costs 1 yuan. From the financial "income statement" to find out "non-raw materials and direct labor cost rate" and "profit margin" and 40%, then the price of this cup of black sugar pearl milk tea: P = (3 1) /(1-40%) is about $6.67.

▲Capital, Volume, Profit Comprehensive Pricing Method Market Sense

The Capital, Volume, Profit Comprehensive Analysis Pricing Method is based on a combination of the product's cost, sales and profitability requirements. This method categorizes all the products supplied by the store based on sales volume and their cost.

Each product can always be placed in one of the following two categories:

(1) high sales volume, high cost or high sales volume, low cost;

(2) low sales volume, high cost or low sales volume, low cost.

The second type of product (i.e., high sales volume, low cost) is the easiest to make money. However, in practice, the tea drink single sold products, both categories, the key is the operator's market sense.

The choice of either method must be a comprehensive consideration of the user's needs (expressed in sales volume) and store costs, the relationship between profits, and according to the higher the cost, gross profit should be greater; the greater the sales volume, the smaller the gross profit of this principle of pricing.

Product prices also depend on the market equilibrium price. If your price is higher than the market price, you will scare away guests; if the opposite, then your store will attract guests, but if much lower than the market price, you will also lose money.

So, in pricing, you can after investigation and analysis or estimate, a combination of the above factors, the product is categorized, plus the appropriate gross profit.

▲Use digital pricing method Triggers

As a tea store, the price of the product should be acceptable to the user and the consumer, "cheap" is the magic weapon to win. Especially for small stores, "cheap" is the magic weapon.

Product pricing should understand the reasoning: 50 yuan as 48 yuan, 100 yuan as 98 yuan. Because in the user's mind, the money paid can also be change, the mood will be more pleasant.

Price set skillfully, so that guests have a "very affordable" feeling, is the boss worth studying the subject.

The use of price figures, but also pay attention to its auspicious or not, so as not to attract the guests upset. In people's minds, "6" and "8" are regarded as lucky numbers, while "4" is regarded as unlucky numbers.

After all, the rich are a small minority, and most people want to enjoy products that are both "good value and cheap".

▲Use of coefficient pricing method Innovation

The coefficient pricing method is to multiply the cost of raw materials by the pricing coefficient of the product, that is, the sales price of the product. And innovation is trend following.

The pricing coefficient is the inverse of the planned product cost rate: if the operator is prepared to set his product margin at 40%, then the pricing coefficient is 1/40%, i.e.2.5.

For example, suppose a cup of salted egg yolk with milk tea costs 2.00 yuan, and the product margin is set at 40%. Then the selling price should = 2/40% = 2 x 2.5 = 5 (yuan)

This pricing method is an empirical method that uses cost as a starting point and is relatively simple to use. But one of the problems is that operators should avoid relying too much on their own experience.

Because product margins are set by operators based on their own experience, they do not necessarily adequately reflect market conditions, and it is critical to follow trends.

▲Gross margin pricing method quality

The sales price of the product = the cost of purchasing the product / (1 - within the deduction of gross margin)

Or: the sales price of the product = the cost of purchasing the product × (1 plus gross margin)

Which within the deduction of gross margin is the gross profit as a percentage of the sales price (so also known as the gross profit margin), plus gross margin gross profit as a percentage of the cost of purchasing the product (so also called cost gross margin). And gross margin = gross margin/(1 gross margin).

The "product cost" here is the sum of the cost of raw materials, ingredients, and seasonings for the product.

One disadvantage is that because the operator adds the same amount of gross margin to each serving, high-cost products are underpriced, while low-cost products are overpriced. Working on quality is an effective way to avoid this drawback.

For example, a serving of bully oranges, the cost of the oranges used is $5, the cost of the toppings and seasonings is $1, and the gross margin of the in-between deduction is specified to be 40%, then its selling price is:

Selling price = (5 1)/(1-40%) equals to about 10 (dollars)

If the exact gross margin alone is not available, the product supplied does not offer the assurance of quality, which is similarly unprofitable The The reason is that today's customers are not only choosy, they are also calculating.

Bosses who don't know how to price, may want to use these 6 pricing strategies to make their stores reasonable!

Light meals international summary

The ultimate goal of any restaurant operation is to turnover, so setting a good overall consumption level, as well as the price of each drink is particularly important.

On the subject of pricing, all bosses must pay attention, never blind pricing.

Don't know how to price the boss can use the above six pricing methods for everyone, you can also find out the same location, the same positioning level of the store, to see how their prices (this is the inverse method). The same series of products and other people's stores, compared to the proposal and they are flat, or a little lower as a breakthrough.

New products, according to consumer acceptance, good pricing. In addition, be sure to carry out strict costing Oh, in the end, a day time down, I have to sell how many cups, in order to save money, the heart must be clear. Otherwise, confused store, in the end is also a basket of water.

Related Questions and Answers: How to price a milk tea store

1, cost pricing: according to the price of a good price minus the profit you set aside and other costs (rent, utilities), the cost of the product is calculated, according to the final results of the calculations to adjust the formula, the capacity, etc. The cost of the product is calculated according to the final results of the calculations. Costing before you officially open is a necessary and precise calculation. All pricing should be centered around the cost of this store, and percentage pricing should be done according to your own situation, so as to be more adaptable to the level of consumption in the vicinity of the store. Detached from the cost of the product, pricing too high or too low is not scientific.

2, competitors than the price. We analyze competitors' pricing strategy, mainly need to study the overall price level of competitors, the different price standards for each sub-product, price positioning, price adjustment frequency and intensity, purchase price, retail price and settlement price, rebates and so on the interrelationship between. And then according to competitors' pricing to determine their own prices.

3, grade price. Before opening a store to find out around the same type of store prices of various products, your pricing is best and they are equal, neither too high, nor too low, to meet the grade of your decoration and your location. For example, your milk tea store opened in the center of the mall, then the price should be higher, so that the identity of the mall in line with the identity of the mall, but also appears to be upscale, then shopping here will naturally go to buy; in the street or school next to the store should be priced a little lower, too high, we can seldom afford it, the pricing should be in line with the identity of the location and the consumer population.