The girl's milk tea on the high-speed rail is not as fragrant as it is fluttering
The girl's milk tea on the high-speed rail is not as fragrant as it is fluttering. "That girl" has four kinds of tea, namely Qingxue Jasmine Fruit Tea, Golden Lanka (Hong Kong-style) Original Milk Tea, bubble tea Milk Tea and Red Bean Milk Tea. The girl on the high-speed rail is not as fragrant as the milk tea. The girl on the high-speed rail is not as fragrant as milk tea. 1
For many people, milk tea is a daily thing, and it is precisely because young people are "crazy" about milk tea that major brands are gearing up to seize the market. Recently, the high-speed rail also officially announced that they will start selling milk tea.
Guangzhou EMU Catering Company of China Railway Guangzhou Bureau Group Co., Ltd. took the lead in launching high-speed rail milk tea. On the packaging of each cup of high-speed rail milk tea, the image of the high-speed rail catering stewardess is printed, named "that girl".
At present, "That Girl" has launched four kinds of tea for sale on the train, namely: Qingxue Jasmine Fruit Tea, Golden Lanka (Hong Kong-style) Original Milk Tea, bubble tea Milk Tea and Red Bean Milk Tea.
3,111 cups are sold every day,
and they are often sold out of stock
According to China Railway, the inspiration of high-speed rail milk tea originated from the Hong Kong-style milk tea made in the carriage last year. On 11/11/2121, CCTV's "Watching China on the High-speed Railway" program showed CCTV reporters tasting milk tea on the high-speed railway.
The railway department then actively invested in research and development. In order to ensure the healthy taste and ingredients of milk tea, research and development personnel will taste it hundreds of times a day.
Before the launch of milk tea, Guangzhou EMU Catering Company also held special training courses, and the flight attendants repeatedly practiced the production process until they made a qualified cup of milk tea.
The railway department fully considers the needs of passengers on the high-speed rail, and this milk tea also reduces the concentration and sugar content of the tea. The fresh and soft taste is not only a unique high-speed rail tea taste, but also a meticulous warm care.
According to China Railway, "that girl" sells 3,111 cups a day, and often sells out of stock.
"We hope to give the high-speed rail some cultural symbols to make its image more three-dimensional. When passengers think of the high-speed rail, they think, Wow! The high-speed rail milk tea is very good. " The person in charge of Guangzhou EMU catering company said.
netizens are hotly discussing
Will this kind of high-speed rail milk tea
be accepted?
As soon as the news came out, netizens kept talking about it:
@ Successor: I ordered a cup of milk tea to help the stewardess of the high-speed rail meet the target. 26 yuan, to be honest, it's not cheap (for me), and the taste is so bad that it's not as good as a packet of tea bags. There is milk tea on the high-speed rail. Good. I hope it tastes better.
@@ Deep Week _ Cibuka: I hope it will be popularized all over the country! This way, I don't have to bring milk tea to the car every time, which is too much trouble ~
@ One burst of magic every day: Actually, it's not the key whether it's expensive or not. The key is that if it's not delicious enough, then I might as well endure getting off the bus and buy expensive milk tea to drink.
@ Kaka: It's worth a try ~
@zm8611_ A cup of hard liquor: I don't know if milk tea is good or not, but I must try [too happy]
@ 个个个个个个个个: Let go of that girl!
@ 京京京京京 invincible universe is the best: I hope it's cheaper.
@yzambis2118: I feel that the high-speed rail is enlightened, but the name should be more relevant.
@ 京京京: Give me plain water, please. The girl on the high-speed rail is not as fragrant as milk tea. 2
Have you heard that the "girl" born in October, walking between Hunan and Guangzhou, may bring nearly 81,111 yuan in income to Guangzhou Railway Group every month?
"that girl" is the brand of high-speed rail milk tea recently launched by Guangzhou Railway Group, which shoulders the heavy responsibility of giving high-speed rail a symbol of cultural tourism. At present, it has been produced and sold on all high-speed trains in Hunan and Guangdong provinces undertaken by Guangzhou Bureau Group Company, with an average daily sales of 3,111 cups. According to official disclosure, it is often sold out.
However, the encounter between the high-speed rail and milk tea seems not beautiful to netizens. In the discussion of related topics, many consumers expressed disappointment with the quality of high-speed rail milk tea and thought that it did not match its price.
However, at the same time, in order to better help the development of high-speed rail milk tea business, people in the industry and netizens have also made suggestions, giving different suggestions on product name, packaging, taste and management.
"That girl" sells 3,111 cups a day, and the high-speed rail in Hunan and Guangdong provinces increases its sales by nearly 81,111 per day.
What kind of sparks will the "high-speed rail" collide with "milk tea"?
Recently, China Railway announced through the official WeChat official account that Guangzhou EMU Catering Company of China Railway Guangzhou Bureau Group Co., Ltd. took the lead in launching high-speed rail milk tea named "that girl".
At this point, the existing range of milk tea has further penetrated into the fast-moving high-speed rail from the original shopping center or city street. The announcement of this news also instantly ignited the curiosity of netizens, causing a lot of attention. On that day, the topic of "high-speed rail milk tea has been launched" rushed to the top of the hot search list in Weibo, with a reading volume of over 481 million.
It is understood that "That Girl" has launched four kinds of tea for sale on the train, namely: Qingxue Jasmine Fruit Tea, Golden Lanka (Hong Kong-style) Original Milk Tea, bubble tea Milk Tea and Red Bean Milk Tea. On the packaging of each cup of high-speed rail milk tea, the image of high-speed rail catering stewardess is printed.
"We hope to give the high-speed rail some cultural symbols to make its image more three-dimensional. When passengers think of the high-speed rail, they think, Wow! The high-speed rail milk tea is very good. " The person in charge of Guangzhou EMU catering company said.
Lai Yang, executive vice president of Beijing Business Economics Association, said that this is something worthy of recognition. From the demand level, the market is huge and there is consumer demand. In fact, young consumers' love for milk tea now is like the feelings of the previous generation for tea and foreigners for coffee, and milk tea has gradually developed into a rigid demand. At present, the category development of high-speed rail meals has been sufficient, but the drinks are still monotonous, so the arrival of milk tea products can well meet the needs of consumers in this regard.
indeed, the potential market space of high-speed rail milk tea should not be underestimated. According to the data provided by China Railway, this milk tea was launched in mid-October this year. At present, it is produced and sold on all high-speed trains in Hunan and Guangdong provinces undertaken by Guangzhou Bureau Group Corporation, with an average daily sales of 3,111 cups, and it is often sold out of stock. If this trend continues, combined with the unit price of 26 yuan revealed by netizens, "that girl" can achieve nearly 81,111 daily sales only in the above-mentioned high-speed train, and if this data is spread out in all high-speed rail lines, it is really a lot of income.
However, Lai Yang also pointed out that under the background of consumption upgrading, consumers will also have higher requirements for product quality and cost performance, which needs product providers to pay attention to. Considering the special environment on the high-speed rail, products can have a certain premium, but the premium and quality should be consistent and kept within the acceptable range of consumers. If the price is reasonable and the taste and taste of the product are guaranteed, the consumer purchase rate will be high, and it belongs to long-term loyal consumption. After all, the options available on the high-speed rail are limited; However, if consumers bear this part of the product premium, but fail to obtain the expected quality products, then the high-speed rail milk tea business will not be competitive enough. "For example, if a cup of milk tea in 26 yuan is given the taste brewed by ordinary milk tea powder, then consumers are likely to choose to buy instant milk tea products directly and bring them into the carriage." Lai Yang said.
is it not as fragrant as 1 yuan? High-speed rail milk tea can alleviate the pressure of loss, but it also needs to avoid "short-lived"
As for the product quality mentioned above, according to the official introduction, the railway department actively invests in research and development. In order to ensure the healthy taste and ingredients of milk tea, the research and development personnel will taste it hundreds of times a day. Before the launch of milk tea, Guangzhou EMU Catering Company also specially conducted training courses, and the flight attendants repeatedly practiced the production process until a cup of qualified milk tea was made.
It can be seen that Guangzhou Railway Group's ideal for its own milk tea business is quite full, but from the feedback of consumers, the reality is slightly skinny.
under the topic of "high-speed rail milk tea has been launched", some netizens once asked about the taste of milk tea: "Is it bad?" In response, another netizen replied: "It's very dull, and it feels like a lot of water." At the same time, some netizens said frankly: "To be honest, it's not very delicious, but it's very comfortable to drink a warm drink in winter. If only the price were more suitable, it's really not worth 26 yuan."
it is understood that in order to promote the sales of high-speed rail milk tea, it seems that the flight attendants of the relevant trains are still burdened with the requirements of index assessment. In the comment area of the above-mentioned hot search topic, some consumers said that they ordered a cup of milk tea to help the high-speed rail flight attendants complete the indicators. The price of 26 yuan is not cheap, but the taste is not as good as expected. It is not as good as a package of tea bags. "The high-speed rail has milk tea, which is very good. I hope it tastes better." The consumer finally put forward his own suggestions.
At present, judging from most comments, consumers are not against the pricing of high-speed rail milk tea, but the existence of product quality problems does make them lose a lot of interest. "Actually, it's not the key whether it's expensive or not. The key is that if you haven't tasted much, then I might as well endure getting off the bus and buying expensive milk tea to drink." A consumer said.
In Laiyang's view, some customers have reported that high-speed rail milk tea is not ideal in terms of taste and mouthfeel. In this case, relevant departments need to invest more in product research and development and pricing strategy if they want to do this part of the market well.
As a matter of fact, the market prospect of new tea is very promising, and it is natural to attract railway departments to enter the market. In the "2121 New Tea Research Report" previously released by China Chain Store & Franchise Association, it is estimated that the revenue scale of the new tea market is expected to reach 142.8 billion yuan in 2123.
Unlike the high profits and high returns of the new tea industry, most domestic high-speed rail projects are still at a loss. Data show that in the first three quarters of this year, China State Railway Group Co.,Ltd. achieved a revenue of 786.2 billion yuan and a net profit loss of 69.8 billion yuan. Although the introduction of milk tea business is only a drop in the bucket to remedy the loss of high-speed rail, this part of the income increase can always help alleviate the pressure to some extent.
However, if netizens say that the price of high-speed rail milk tea is comparable to that of hi-tea, if the taste and taste can't meet the standard of common ready-made tea in the market, it can only earn a wave of money for customers to try early, and it is difficult to have a market after it is fresh.
people in the industry also pointed out that the state-owned enterprises belonging to the high-speed rail are still short of experience in market-oriented operation. In order to avoid a flash in the pan, more efforts need to be made to overcome these shortcomings. The girl's milk tea on the high-speed rail is not as fragrant as it is fluttering. 3
Recently, China Railway Guangzhou Bureau Group Co., Ltd. launched the "high-speed rail milk tea", which was made on the train and named "that girl". The image of the female stewardess of the high-speed rail catering was printed on the package.
"That girl" has four kinds of tea, namely Qingxue Jasmine Fruit Tea, Golden Lanka (Hong Kong-style) Original Milk Tea, bubble tea Milk Tea and Red Bean Milk Tea. This series of milk tea was launched in mid-October this year. At present, it is produced and sold on all high-speed trains in Hunan and Guangdong provinces under the responsibility of Guangzhou Bureau Group Corporation, with an average daily sales of 3,111 cups.
The picture comes from: China Railway
The inspiration of high-speed rail milk tea comes from the Hong Kong-style milk tea made in the carriage last year. On October 1, 2121, CCTV's "Watching China on the High-speed Rail" broadcast the picture of CCTV reporters tasting milk tea on the high-speed rail; Before the launch of high-speed rail milk tea, Guangzhou EMU Catering Company specially held training courses to teach flight attendants how to make milk tea.
Image from: China Railway
In order to cover as many people as possible, high-speed rail milk tea reduces the concentration and sugar content of tea. The person in charge of the catering company of Guangzhou EMU said:
We hope to give the high-speed rail some cultural symbols to make its image more three-dimensional. When passengers think of the high-speed rail, they think, Wow! High-speed rail milk tea is very good.
It's good to have milk tea on the high-speed rail, but this milk tea has a lot of negative feedback.
Passengers who have already experienced high-speed rail milk tea think that a cup of 26 yuan is not cost-effective, "it is not as good as a fragrant tea bag"; Some netizens even pointed out that the ingredients list of high-speed rail milk tea is divided into black tea concentrate, milk powder bag and liquid sugar bag, which are brewing drinks.
Some netizens think that the image of stewardess in packaging is unintelligible, so it is better to print cultural symbols such as scenic spots and city landmarks, or information that needs to be spread such as anti-fraud knowledge and lost children.
Some netizens think that the name is strange. "It seems that there is nothing wrong with naming that girl, but it is inexplicable.": "To tell the truth, China high-speed rail is better than this.".
However, it is indeed a good decision to sell milk tea on the high-speed rail. In recent years, a little, honey snow ice city, Modern China Tea Shop, hi tea, Naixue tea, large and small tea shops have opened all over the country. The high-speed rail itself is like a series of ties, involving vast land and mountains and rivers, and handling thousands of passengers in Qian Qian.
It can be said that high-speed rail milk tea occupies a mobile golden position, unlike the milk tea shop on the ground, which needs to pay high rent and marketing costs.
It seems difficult for people who are traveling to refuse a cup of freshly made milk tea at a speed of about 311 kilometers per hour, if it can be more cost-effective.
Qixinbao shows that Guangzhou EMU Catering Co., Ltd. is 51% owned by Yishi Zongheng Co., Ltd., which is a wholly-owned subsidiary of Caesars Yishi Holdings Co., Ltd., and Caesars Yishi's parent company is Caesars Tourism, a A-share listed company.
according to national business daily, Caesars' catering business revenue in 2121 was 469 million, down 56.65% year-on-year. Caesars' tourism industry said at the end of August that according to the current epidemic situation, it is expected that its performance in 2121 will be difficult to return to the pre-epidemic level, but it will be greatly improved compared with 2121.
Therefore, the introduction of high-speed rail milk tea may also be a self-help for the railway catering business in the post-epidemic era.
Image from: China Railway
Although milk tea for high-speed rail needs to be improved, it can be regarded as enriching the menu of high-speed rail. In the past, the aroma of instant noodles often floated in the aisle of the carriage, and the staff pushing the small dining car were selling lunch boxes, some of which were not cheap and delicious. But now there are more options for eating, drinking and drinking on the high-speed rail.
in July 2111, the Beijing-Shanghai high-speed railway sold freshly ground and brewed coffee for the first time, with a cup of 11 yuan. However, due to the lack of time, the freshly ground coffee is not ground in the car, but the coffee beans are ground into coffee powder and brought to the car through vacuum packaging. The trained waiters add purified water to the freshly brewed coffee according to strict scales, and a pot can be brewed in 11 minutes, and a pot can hold 11 cups. Passengers can choose whether to add sugar and cream according to their own preferences.
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