"1 yuan can have milk tea, so don't miss it when you pass by." During the 11 th holiday, the reporter heard a lively shouting in a large supermarket in Longgang, Shenzhen. A closer look reveals that Aauto Quicker and Yihetang brands are jointly promoting activities. When new users download Aauto Quicker Extreme Edition, they can get 5 yuan coupons, and the cheapest 6 yuan tea in the store can even be purchased at the preferential price in 1 yuan.

This phenomenon that you can drink milk tea at an ultra-low price is nothing new. Since the beginning of this year, the former new head brands of tea, Xicha and Naixue, have greatly reduced their prices, and are constantly seizing the market of low-end brands. And the Honey Snow Ice City, where you can eat ice cream and milk tea in the sinking market in 5 yuan, 3 yuan, provides the ultimate cost performance? It seems that "price reduction" has become the key word of this year's new tea.

The price of new-style tea has become the main theme

After relaxing during the 11th holiday, Li Chen (pseudonym) got together with about three or five friends in Futian Central District. In the tea shop where she didn't go for a long time, she was surprised to find that there were single-digit drinks. "In the words of her friends, anything below 2 yuan, such as the limited edition of Linghua Frost Longan Coconut, which was jointly signed by the original gods, was only 19 yuan, and only 13 yuan was allowed to make tea with ducks and lemons. All kinds of food have gone up in price this year, and all kinds of milk tea have also gone down in price, which is definitely a good thing for consumers, "Li Chen told reporters." But we have been looking for seats for a long time, and holidays are really hot. "

According to the data of China Catering Development Report 222, in 221, 4.2% of the per capita consumption price of tea shops concentrated in the range of 1-15 yuan, 3.8% in the range of 16-2 yuan, and the range below 2 yuan accounted for 8.5% of the consumption ratio.

the middle and low-priced tea products account for the largest proportion in the consumer market, and this proportion has obviously increased in the past two years. Since the beginning of this year, major head brands have also lowered their prices to this price band, so it is not difficult to see the potential of the following tea market in 2 yuan.

As for the future development trend of new tea industry, Zheshang Securities believes that the market space of low-end tea (8%) in China is much larger than that of high-end tea (2%), and high-end brands Shuanglong Touxi Tea and Naixue Tea are trying to enter the mass market through price reduction strategy. The new tea industry as a whole shows the trend of going online, standardizing and digitizing. At present, the proportion of tea take-out continues to increase, which has stronger sales toughness than the traditional catering industry. The new tea faucet is laying out the standardization and digitalization of the whole industrial chain and terminal retail, improving the quality of products and services while reducing costs and increasing efficiency, and building brand potential in all directions.

Cross-border gameplay emerges endlessly

In the consumption scene of new tea, leisure and social attributes are being strengthened. According to the survey data of Ai Media Consulting, the consumer purchase rate is high when shopping and afternoon tea, followed by common daily consumption scenes such as dinner, watching drama, dating and work. Different demands have different scenarios, but the essence of new tea brands is to move closer to young people with consumption potential. In order to break through the original imagination of consumption scenarios, different brands are also launching cross-border gameplay.

"My friends and I ran from Longgang to pop-up shop in Yifangcheng, Bao 'an, and lined up to drink a cup of Naixue's new joint product-Domineering Oriental Pomegranate, which is not expensive, so we went to 19 yuan". Miss Mao, a fashionista, is full of happiness after getting her favorite cup set and mobile phone bracket. The new tea and Guofeng IP jointly signed, and successfully borrowed "Dongfeng". According to the official data of Naixue, the sales volume of the new product "Canglan" has reached tens of thousands of cups within 8 minutes.

It has been more than once this year that ancient Chinese operas and new tea have jointly exploded. In June, the story was set in the costume drama Meng Hua Lu of the Song Dynasty, and two new tea brands, Xicha and Naixue, jointly signed with Meng Hua Lu to launch related teas and their surroundings.

At that time, Naixue launched a special drink of "Red Fruit Glass Drink" and a customized snack "Banxia Doo Cake" in limited stores, and opened the theme pop-up shop "Zhao's Tea House" under the Shenzhen line; Two products jointly signed by Xicha and Menghualu were launched simultaneously in stores across the country. On the first day, nearly 3, cups were sold, and the highest sales volume in a single store was nearly 1, cups.

On the eve of the 11th, Naixue's tea announced a joint name with Haidilao, a leading hot pot brand, and both parties launched new joint-name products. Naixue listed a joint-name drink "Domineering Snow-capped Hawthorn Strawberry" in more than 9 stores, while Haidilao launched a new joint-name dessert "Domineering Hawthorn and Niumousse" in offline stores across the country, and both opened offline theme stores in Beijing Xidan Joy City to create a new game of "meal+drink".

attempts by other brands are endless. Yihetang focuses on the places where young people gather, and meets the diverse consumption scenes of young people through diversified marketing measures. Yihetang uses these holiday hotspots and ritual feelings to provide young people with reasons for buying and give drinks a wider consumption scene around special festivals such as 52, Qixi, Mid-Autumn Festival and Women's Day.

Cross-border cooperation with beauty cosmetics is also numerous. This year, the makeup brand 3CE and Xicha jointly launched the box, and the new product "3CE Glossy Lip Glaze" was heavily promoted. The offline store of Xicha also launched a corresponding joint flash event. Once the product was launched, it was enthusiastically sought after by consumers. This time, 3CE chose to co-name with Xicha, just because it took a fancy to the huge flow of Xicha in the domestic market. Up to now, Xicha has successfully launched many joint marketing campaigns with Maybelline, L 'Oré al, Clinique, Baique Ling, Mary Daijia, Kiehl's and other well-known beauty brands at home and abroad, and has been warmly sought after by consumers.

the reason why it can cross the border is that the industry analysts point out that it is nothing more than the high overlap of consumer groups and the flow effect of new tea brands. According to the user survey data of CBND's White Paper on New Tea CBND《22, among new tea consumers, female consumers are still in a dominant position, among which 7% are users after 9 s and s, belonging to the main consumer groups. Whether it is beauty, games, including traditional catering, they are all looking for new power of consumption. Fun and interesting consumption scenes with social interaction are more likely to bring traffic.

New-style tea is also busy going on the market

If price reduction is an adjustment of business strategy for brands of new-style tea, going on the market is the ultimate goal of each brand.

Recently, the "Pinduoduo" Mixue Ice City in the tea industry disclosed the prospectus of A-share listing. With a revenue of 1.35 billion yuan and a net profit of 1.845 billion yuan in 221, the company proved the commercial value of the sinking market of the new tea track, and also made the outside world expect a lot more from this brand that will soon become the "first share of national chain tea".

Different from the direct selling mode of Xicha and Naixue, Mixue Ice City mainly joined in. By the end of March 222, Mixue Ice City Company * * * had about 22, stores, which was the largest number of ready-made beverage chain enterprises in China, including only 47 direct sales stores. And its revenue growth rate is even more eye-catching. According to the prospectus, the operating income of Honey Snow Ice City is growing rapidly. In 22 and 221, the operating income was 4.68 billion yuan and 1.351 billion yuan respectively, up by 82.38% and 121.18% respectively over the same period of last year, which left other brands behind.

The capital strength behind Mi Xue Ice City should not be underestimated. According to the prospectus, Longzhu Meicheng, a subsidiary of Meituan Longzhu, and Gaoyu Yunqi, a subsidiary of Gaoyu Capital, hold 14.4 million shares respectively, with a shareholding ratio of 4%. Tianjin Panxue, a subsidiary of CPE Yuanfeng, holds 7.2 million shares, with a shareholding ratio of 2%.

The head brand of new tea, Xicha Naixue, is also constantly trying in the capital market. In 221, Naixue successfully went public and became the first share of new tea. Unfortunately, Naixue did not support the capital ambition of new tea after listing, and its share price fell all the way due to poor performance. In the first half of 222, Naixue's financial report was also not optimistic. During the reporting period, the income was 2.44 billion yuan, down 3.8% year-on-year. Although the adjusted net loss narrowed by 94% year-on-year, it was still in a state of loss.

Xicha has also been exposed for many times that it has been listed in Hong Kong, but it has not been able to make it so far. Will anyone pay for the valuation of more than 15 billion in the primary market in the secondary market? Some people in the investment circle admit that Naixue's performance after listing is a reference for other tea brands, and the founders will consider it more. After all, the involution of various tea brands is intensifying. If the stock price breaks after listing, it will be "not worth the loss" for the enterprise, and the shareholders behind it will also give suggestions, especially in the context of the overall poor performance of the capital market, it is more important to reduce costs and increase efficiency and improve brand competitiveness.

Previously, Chabaidao also planned to issue an IPO in Hong Kong, but the market's concern about the target of new tea drinks lies in whether it can really get through the profit model and solve the loss problem. It is embodied in two aspects, one is innovation and the other is expansion. Although the new tea is popular, the most important thing is that consumers do not have strong brand loyalty to it, not only in the creativity and taste of the products, but also often switch between middle and high-end products.

despite the twists and turns on the road to the capital market, new tea brands are still working hard.