Milk Tea Market Research Report

As society continues to progress, the report is more and more closely related to us, we have to avoid excessive length when writing the report. As soon as you hear about writing a report, procrastination and lazy cancer all come back? The following is my collection of milk tea market research report, just for reference, I hope it can help you.

Milk Tea Market Research Report 1

Purpose of the survey

(1) to understand when and why the businessman came here to operate

(2) to understand the operator's business practices and the current situation of milk tea stores;

(3) to synthesize and analyze the information provided by the consumers and operators, to understand the formation of the market economy. of the market economy. strong> Survey time

xxx November 15

Survey content

1, may I ask when you came here to open the store?

A: June this year to decorate the business.

2, may I ask why you would think of coming to Yao Shan campus to open a milk tea store?

A: With the accelerated pace of life, convenient, simple and fast food is increasingly sought after by consumers. Milk tea is spread all over the world, consumers are able to buy it anywhere. At the same time, milk tea is more convenient than other foods (noodles, etc.), that is, to buy and drink, whether in the office, classroom, dormitory, or on the way to the classroom, students can drink at any time, saving consumers time. Due to the pressure of study and work, some consumers do not have time to choose or buy their own breakfast or lunch and dinner, milk tea with drink, for consumers to bring a lot of convenience.

At the same time, with the development of the economy, people's quality of life is getting higher and higher, delicious, nutritious, natural, healthy, and become the new requirements of consumers of milk tea. Secondly, students living and learning relative to the middle school high school free situation, have the time to get together with three or two friends to point on two cups, chatting and talking. Or meet in the milk tea store, play a game of cards, talk about the work plan or life anecdotes, etc., so that the milk tea store has become a good place to relax and write after school.

Furthermore, in the way of consumption, most consumers to a small amount, sporadic, random purchase is the main, accustomed to that is to buy and drink the majority of consumers, often buy and batch purchase of the proportion and smaller, in addition, the leisure consumption of consumers to buy a new feature of the milk tea.

Since GuiDian relocated in, brought a large number of students, by the vast customer resources. And there are not many similar stores over here, the competition is relatively weak.

3, may I ask what kind of business model you are?

A: We are self-produced and self-marketed, but also employ some students as hourly laborers.

4, the milk tea store status?

(a) Sales:

Strengths:

(1) The store issued points cards for customers, regardless of the large cups and small cups, each set of enough 5 cups can be free of charge for a cup of the same specifications of milk tea, to attract consumers.

(2) The board employs school students as hourly workers to provide students with practice opportunities, improve students' practical ability, and indirectly pull product sales.

Weaknesses:

(1) The milk tea store opening time is relatively short, compared with other milk tea store competitiveness is insufficient, no distinctive highlights to attract consumers.

(2) Price: the same price as other milk tea stores, there is no reason why customers must choose this milk tea store.

(3) publicity: although the store launched a special lotus congee, but few people buy, and many consumers due to the strange containers of lotus congee and retreat, not to mention approaching consumption. In addition, the store's frontage is too small and not bright enough to attract consumers, and many people don't even know this store exists. There is no other way to offer discounts other than the loyalty card.

(4) Milk tea to drink to the end, the rest of the settlement of the part (such as pearls, coconut, etc.) can not drink clean, resulting in unnecessary waste, a copy of the amount of insignificant, but a lot of waste, really will cause the loss of funds.

(B) sales environment

1, site analysis: location, located in the entrance to the food court, there are many people will notice the store, for their own business sales to bring convenience.

2, the store's practical area: the store area is large, there are enough seats for customers to sit down and rest, can sit down and savor the product, in addition, the store provides a variety of entertainment pastimes, such as: Go, Three Kingdoms, chess and so on.

3, competitor analysis: there are many similar milk tea store in the food court and around the school, compared with other stores, the store has no special outstanding place, and the front area and sales varieties of a single, resulting in more than not much competitiveness, therefore, as we have seen, the store sales situation is obviously not as good as others.

4, publicity: publicity sign is very small, can not attract the attention of consumers, is really a shortcoming. In our traditional festivals or Western festivals did not make the relevant publicity (such as: in the Valentine's Day to come, hanging similar to "your him / her together in the palm of your hand! ) to increase their sales. The decoration is not beautiful enough to make people want to come back to the feeling.

5, the store situation analysis: the store health is good, beautiful decoration; the production of milk tea, the staff is generally in the workshop, the production process is not open, and their own store at this time is also very easy to be stolen.

In terms of purchase frequency, the proportion of heavy consumers is relatively small, only a small proportion of consumers drink once a day or more, the proportion of two light consumers is relatively large, many consumers drink once a week or less, that is, the current fixed consumption of milk tea crowd is relatively small, the market can be further cultivated.

6, may I ask why you will choose to come here to consume? (Students)

A. Casual.

B. Recommended by others

C. Milk tea tastes good.

D, relatively close.

E, the environment is good.

F, there are a lot of fun.

G. Come over to see the beautiful women.

Business Suggestions

In order to create a good drinking environment for the majority of consumers, but also to allow consumers to get satisfied with the service, the operator must be based on the shortcomings of the store and the requirements and recommendations of the consumer, the store to improve and rational planning. Such as: constantly changing the types and flavors of milk tea, provide more entertainment props, making love wall and so on. Students buy milk tea is the majority of varieties of flavors, so milk tea store in the sale of milk tea as long as the reasonable development of the price of milk tea, set up some concessions with the varieties of flavors to do a good job, the sales will be able to improve. Milk tea store should try to enrich the variety of milk tea ingredients, to give the majority of students more choices, in order to adapt to the needs of different students. And the service attitude of the milk tea store must be good. Students also have a great demand for the atmosphere of the milk tea store, so the atmosphere and mood created is also an important factor to attract people. In addition, the store sells a single type, lack of competitiveness, you can consider with the sale of other foods, such as: popcorn, French fries, chicken wings, etc. Survey Summary

Through this survey we learned that the owner is because there are schools here, many students have a large consumer market to open a store here, which belongs to the results of market regulation. "Consumer demand, generating markets, attracting manufacturers to operate, and then the formation of a market economy". Compared with the planned economy, the market economy has stronger adaptability, more significant advantages and higher efficiency in promoting economic development. At the same time, the spontaneity and blindness of the market economy can lead to vicious competition, short-term behavior, and lack of morality. The increasing number of milk tea stores and competition is one of the reasons for the store's poor business.

Combined with textbook knowledge, the store employs three staff, so it is a private economy. The owner will own capital to operate the milk tea store, his income belongs to the factor of production other than labor income earners to participate in the distribution of. And the way the employees in the store earn their income belongs to the labor as a factor of production to participate in the distribution.

This investigation makes us understand that we can not just stay in learning the theory, but we have to put it into practice. In this field investigation, we learned to combine the knowledge we have learned in front of us with the reality. There are still a lot of things we haven't done enough, but I believe we will do better and better in the future activities. Meanwhile, in the process of investigation, we tried to do the investigation is not simple, and the difficulties of dealing with different people, but we understand that this is the process we must go through to exercise ourselves and improve our ability. Most importantly. . is that we realized the necessity of teamwork and the importance of the spirit of cooperation, and cultivated our sense of teamwork and the spirit of courage to face any setbacks. To create brilliance for our own life and add luster to our life, let's work hard and strive for our future together!

Milk Tea Market Research Report 2

Milk tea originated in China's Taiwan Province, and now has spread all over the world, is one of the mainstream of leisure drinks, popular among consumers, in many regional markets, far more than the many world-famous brand drinks. Now a wide range of drinks on the shelves, milk tea products occupy a large part of the market share. With the aroma of tea and the nutritional benefits of milk, milk tea has won the hearts of many consumers, especially the younger generation, with its flavorful and delicious taste. Compared to the traditional carbonated drinks, fruit juice drinks, milk tea drinks in recent years, the momentum of development is rapid, but at the same time also the reality of the milk tea industry fierce competition.

1: The origin of Lipton products and the current state (product profile):

From the current milk tea market, "Lipton" - under Unilever, is the world's largest tea brand. It is both a representative of tea experts and a symbol of an international, fashionable and urbanized life. for more than 100 years, Lipton has always maintained the excellent quality and aromatic deliciousness that has been passed down from generation to generation, and Lipton Milk Tea has inherited this very well. After just 5 years, Lipton won the first place in tea bag sales and the first place in market share in a series of surveys of 100 shopping centers in China.

2: Understanding Lipton product consumer groups:

Mainly for young people aged 15-30 years old, especially women.

As women account for 68.7% of the milk tea consumer group, young women are heavy consumers of milk tea, so the consumer psychology of young women and then make a deep analysis.

Women aged 15-30: Consumers' self-concept or self-image consistency is an important factor influencing purchase motivation, and self-image/product image consistency constitutes the first motivation for female consumers to consume.

New trends in modern young women's consumption psychology

(1) Women's transformation trends. Wish to diversify life. Wish to try different lifestyles. Wish to change identity. Wish to go through various experiences. Lipton cup milk tea brings a new experience to women.

(2) Challenging trends for women. Wish to take risks. Wish to challenge certain things. Some of the new and innovative goods and services are precisely in line with this female want to break out of the reality of the constraints produced. Lipton Milk Tea's convenient cup, high-fiber coconut is suitable for women like the psychological characteristics of innovation.

(3) Women's self-reliance trend. They want to be self-reliant both economically and spiritually. Show women's self-reliance and emphasize the self-consciousness of the goods more to win their hearts.

(4) Women's instant movement. They want to save time and convenience. For example, the use of fast food has increased. An effective way to take care of your family and save your time is to utilize time-saving products.

3: Understand the advantages and disadvantages of Lipton's existing packaging:

Advantages: Lipton's bright colors convey to the world what it is all about - lightness, vitality, and the joy of natural goodness. Lipton Milk Tea benefits from the innovation of its product form, fights popularity with classic, fights fast food culture with cultural heritage, and launches different new products according to the market characteristics of different countries. In the Chinese market, when the milk tea was initially recognized by consumers, Lipton immediately launched a new Lipton Milk Tea Aroma flavor: the taste of the original flavor, pure smooth; Lipton Milk Tea Fresh and refreshing flavor: the taste of the fresh and refreshing, natural aroma; Lipton Milk Tea Gold Double Mellow flavor, Gold Double Mellow, the taste of the Double Smooth.

Cons: Nothing new. Very dull.

4: Competitors:

Xiang Peopeo milk tea: start on the appearance. Its cups are relatively larger than those of other milk tea brands, and the volume appears to be more adequate and more affordable; the paper cups are made of exquisite paper, with a fine appearance and a sense of class. General milk tea brands are to put the straw into the cup with a casual fold, while Xiang Peopeo is more thoughtful, they specially customized a double section combination of straws, usually a short two sections, when used, just inserted together to become long, can be easily put into the cup. This has enabled it to go from a brand with sales of less than 5 million yuan in a few years to an outstanding 400 million yuan now, making it a leader in the milk tea beverage industry.

Yulome milk tea: marketing to follow the trend of the times. Five milk tea brands, a hundred years of history, the first milk tea brand, domestic and foreign famous leisure food production enterprises. The sales method used by Yuleme is the free gift giveaway launched in cooperation with the school network, trying to combine the masses with the gift, by the sponsor to provide the gift, add the group link in the relevant place in the gift center. Because of the large number of users on the school network, reaching tens of millions, this kind of marketing is very effective.

Nestle Tea Milk Tea: Nestle's origins are in Switzerland, where "Nestle" is the name of the company's founder and represents safety, warmth, motherhood, nature and nutrition. Inheriting Nestle's eternal professional pursuit of instant beverages and continuous innovation for more than 70 years, Nestle dedicates itself to providing exquisite teas by extracting the natural sweetness of the finest alpine green tea and perfectly blending it with rich milk in a unique blending process. Energizing, refreshing and relaxing, this leisurely presentation of modern life is hectic, a cup of fragrant Nestle Tea Green Tea allows consumers to enjoy a moment of leisure, which helps to relax and rejuvenate the body and mind.

Investigation experience and recommendations: After years of hard work, Lipton milk tea has formed a certain scale, has a group of fixed consumer groups, in the milk tea industry occupies a considerable share, but there are still some to be improved:

1, you should increase publicity, the use of the media, broadcasting means to increase their own influence;

2, increase the development of their own products, focusing on the middle and high school students. Product development efforts, focusing on the development of low-end products, for a wider range of consumer objects;

3, appropriate promotional measures, such as the issuance of coupons, discounts, etc., to improve consumer awareness.

Milk Tea Market Research Report 3

I. Preface

Solid brewed milk tea is a new leisure food category that has emerged in recent years, the earliest is from the Taiwanese flavor of milk tea store freshly brewed milk tea. Among them, Xiang Peopeo was the first to launch cups of brewed milk tea in China, so that this product has really become a commodity on the shelves. Subsequently, Guangdong's jelly king Xizhilang, Zhejiang's melon king Dahao Da and Hebei's fruit milk king Xiaoyangren followed suit, launching Yulomei milk tea, Xiangyao milk tea and Miao Lian milk tea. Subsequently, many manufacturers to upgrade their products, with tapioca as the main material to do the pearl instead of coconut fruit grain launched pearl milk tea, the formation of pearl milk tea and coconut milk tea two series. 09 years, Fujian Crayon Xiao Xin launched a differentiated cereal milk tea series.

However, from the supermarket shelves display and consumption levels, the milk tea category is still in a growth period, this category is still a narrow category, the category has not been fully fission, market competition is only manifested in the channel, price and other more primary competition state. At present, milk tea can not become and instant noodles, potato chips, cookies and other leisure food and become a large leisure food category.

Not only that, then on the category below the milk tea brand, fragrant Peopeo, Yolomei, about, Lipton ------ who is more able to obtain the favor of consumers, the success of the experience and sales of bottlenecks and what is it? This should be the most concerned topic for the leaders of this industry. In China milk tea industry internal and external competition tends to daylight stage, we need to Xuzhou milk tea industry to conduct a market survey. This is for business operations, is to master the market information to study the formulation of marketing strategies that master the enterprise to win the first opportunity. The main purpose of our research is to provide the corresponding information for the milk tea enterprise marketing strategy and strategic decision-making.

II. Research project

(a) Lanzhou consumers to buy milk tea behavior research: the choice of milk tea factors considered;

(b) milk tea industry competition status analysis, including: milk tea market competitiveness; milk tea price competition; milk tea brand competition; Lanzhou milk tea industry marketing strategy development;

(c) Lanzhou milk tea beverage market structure and demand analysis: including milk tea consumer demand; milk tea brand competition. Analysis: Including milk tea consumer demand; milk tea beverage product structure analysis; while understanding the future development trend of the industry in the milk tea market.

Three. Purpose and content of the research

1) To investigate and understand the current situation and development trend of the milk tea market in Lanzhou city, including milk tea market segmentation and market product and brand structure, market size and potential, market growth and development trend;

2) To investigate and understand the characteristics of the Xuzhou milk tea consumer population, including purchasing considerations, and, the use of considerations, and so on. Particularly focus on milk tea consumer segmentation research, including heavy (20/80 consumers), intermediate, light consumer characteristics; analysis of 20/80 consumer purchasing characteristics;

3) investigation to understand the environmental factors affecting the development of Xuzhou milk tea market analysis, including macro-environment, meso-environment, and so on.

1, the target market; the target market is teenagers.

2, the consumer psychology of teenagers:

First, the pursuit of novelty and fashion. Teenagers are mostly liberated, rich in fantasy, easy to accept new things, like hunting. They buy goods requirements are "new, strange, beautiful", and then is practical, they are often some of the new products of the first batch of buyers and consumption leader. In order to pursue the new, they will also go to imitate the worship of the stars, they will also observe each other, discussion, imitation, so that in the consumption of popular can try to catch up with the front. Second, the pursuit of personalization. Teenagers' self-consciousness has been strengthened, and they have their own personalities, aspirations, interests, etc., and they will consciously or unconsciously show their special characteristics in all kinds of activities. Therefore, teenagers are not only chasing after the new and different, but also demand to reflect their individuality in consumption, and like to buy commodities that can reflect their individuality. Of course, it is difficult for individual goods to reflect the different personalities of various kinds of adolescents, so adolescents express their personalities in all their consumption activities. In order to reflect their own personality in consumption activities, they do not just imitate or simply hunt for celebrities and stars, but also have to be original, so they are diversified in the way of learning on consumption. Third, pay attention to feelings and intuition, impulsive buying strong color. Although teenagers have strong thinking ability, decision-making ability, but still easy to emotional. They pay special attention to the appearance of goods, style, color, brand, trademark, when intuition tells them that the goods are good, they will produce positive feelings, so as to quickly make a purchase decision, must buy. As for the inner quality of the goods, price, whether it will soon be out of date and other issues are less considered.

3, market positioning is the image differentiation strategy.

Benefits: the enterprise can be a strong brand awareness, successful CI strategy, with the help of the media, so that the enterprise in the minds of consumers to establish an excellent image, so that the enterprise's product preference, once the need arises, will not hesitate to choose to produce the products of this enterprise. Consumers can get a sense of distinction from the enterprise or brand image. It is important to distinguish between personality and image. Personality is a way for a business to identify or position itself or its products. Image is the way the public perceives the firm and its products. Implementing a branding strategy is actually a marketing strategy chosen based on the theoretical view of differentiation strategy. The purpose of branding is to identify the products or services of a particular seller or group of sellers and to differentiate them from those of competitors, brand loyalty enhances a brand's resistance to competitors. Brand loyalty allows a company to keep its existing customers and not have to spend a lot of resources to win new customers.

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