Starbucks will reorganize its core business in China, providing Erguotou for its favorite tea, and milk tea for White Rabbit toffee and Want Want, instead of crossing the border. The beverage industry is surging.
1, the core business of Starbucks in China will be reorganized.
The management team structure of Starbucks China has undergone a major adjustment: Belinda Wong, CEO of Starbucks China, will be promoted to Chairman and CEO of Starbucks China from June 1 day, 1965. At the same time, all the existing businesses of Starbucks China will be reorganized into two major business departments-"Starbucks Retail" and "Digital Innovation", which will report directly to the newly established office of the Chairman and CEO.
Comments: This adjustment is a recognition of the China market and a signal of continuous overweight. Starbucks has always been the industry vane of China's beverage industry. What impact will this self-evolution have on China's beverage industry?
2. White rabbit milk tea is officially listed.
On the first day of opening, there was a long queue at the scene, and it took at least 4 hours to drink a cup of white rabbit milk tea! From the menu, the White Rabbit Tea Shop has introduced six flavors, namely, White Rabbit loves lemon, White Rabbit loves lemon ice cream, White Rabbit milk tea, White Rabbit crystal ball milk tea, White Rabbit Tiramisu milk tea and White Rabbit Tiramisu red bean milk tea.
Prices range from 19 yuan to 25 yuan. It is said that there is also scalper stir-frying at the scene, with a glass of up to 60-70 yuan. Comments: How hot is the "milk tea economy"? White rabbit, a 60-year-old domestic brand, also got a piece of the action.
3. Snow-resistant tea forms an alliance with Want Want.
| The Prosperity of Nai Xue |
The old white rabbit opened a milk tea shop, and another traditional milk drink, Want Want, was unwilling to be lonely. Played a cross-border marriage with Naixue Tea, and jointly launched Wangzai Treasure Tea, Wangzai QQ Cheese Cup, Taro Cheese Cup and Zhu Zhu Cheese Cup. Many offline stores across the country also set up a "Wang Yun doll machine" to give gifts to the store, and the customized surrounding mugs and canvas bags were robbed as soon as they went online. Comments: It seems that the influence of cross-border marketing cannot be underestimated. This wave of strong cooperation has won the hearts of many fans.
4.m Remember to get on the bus in the Forbidden City.
| "Forbidden City Barrel" Packaging |
The limelight is strong, and the cultural tide of the Forbidden City has crossed the border again. This time, it crossed the border to the fast food industry. On May 27th, McDonald's cooperated with the word-of-mouth variety Shangxin Palace Museum to launch a new experience of Children's Day with the traditional cultural characteristics of China. On May 22nd, McDonald's restaurants nationwide launched a series of cultural and creative products of the Forbidden City inspired by Qianlong and Ten Princesses.
Comments: McDonald's is a cross-border old Jianghu. With the new driver of the Forbidden City, what kind of sparks can they have? We will wait and see.
5, like tea, offer Erguotou.
| The first tea hot wheat shop in Beijing |
Recently, the first tea-loving hot wheat shop in Beijing opened in Wukesong, Beijing, and launched a brand-new model of tea+wine+soft European steamed buns, selling shredded pork steamed buns with Beijing sauce, lazy dragon steamed buns, snowballing and "Erguotou" mixed wine and drinks according to local conditions!
Comments: Hi tea has always been the marketing guru of tea. What is the spirit Erguotou bottle selling this time?