milk tea market research report

With the continuous progress of society, the report is more and more closely related to us, so we should avoid being too long when writing the report. As soon as you hear the report, you will delay the recurrence of lazy cancer. The following is a survey report on the milk tea market that I collected for reference only, hoping to help you.

milk tea market research report 1

investigation purpose

(1) to know when and why merchants came here to operate

(2) to know the operation mode of operators and the present situation of milk tea shops;

(3) comprehensively analyze the information provided by consumers and operators to understand the reasons for the formation of market economy.

respondents

1. Shop assistants of Sunshine Tea Shop

2. School students

1. Random questions

2. Physical store visits

Investigation time

November 15th, XXX

Investigation contents

1. When did you come here to open a shop?

a: it was renovated and opened in June this year.

2. Why do you want to open a tea shop in Yaoshan Campus?

a: with the accelerated pace of life, convenient, simple and fast food is sought after by more and more consumers. Milk tea is everywhere, and consumers can buy it anywhere. At the same time, milk tea is more convenient than other foods (instant noodles, etc.), that is, it is ready to drink. Students can drink it at any time, whether in the office, classroom, dormitory or on the way to the classroom, saving consumers' time. Due to the pressure of study and work, some consumers don't have time to choose or buy their own breakfast or lunch and dinner. Milk tea is always available, which brings a lot of convenience to consumers.

At the same time, with the development of economy, people's quality of life is getting higher and higher. Delicious, nutritious, natural and healthy have become new demands of consumers for milk tea. Secondly, when students live and study freely compared with junior high school and senior high school, they should have two drinks with three or two friends when they are free to chat and talk. Or meet at the tea shop, play games and cards, talk about work plans or interesting things in life, etc., so that the tea shop can become a good place to relax after class.

furthermore, in terms of consumption patterns, most consumers mainly buy milk tea in small quantities, sporadically and randomly, and consumers who are used to instant drinking account for the majority, with a small proportion of regular purchases and bulk purchases. In addition, leisure consumption has become a new feature for consumers to buy milk tea.

Since Guidian moved in, it has brought a large number of students, which is supported by vast customer resources. And there are not many similar stores here, and the competition is relatively weak.

3. What kind of business model do you have?

a: we all produce and sell by ourselves, and we also hire some students to do part-time jobs.

4. What is the current situation of tea shops?

(1) Sales:

Advantages:

(1) The store issues loyalty cards to customers. No matter whether there are large cups or small cups, if there are enough 5 cups in each episode, you can get a free cup of milk tea of the same specification to attract consumers.

(2) Board employs students in school as part-time workers, which provides students with practical opportunities, improves their practical ability and indirectly drives product sales.

Disadvantages:

(1) Compared with other tea shops, this tea shop is not competitive enough and has no bright spots to attract consumers.

(2) Price: The price is the same as that of other tea shops, so customers have no reason to choose this tea shop.

(3) Publicity: Although our store has launched a special lotus seed porridge, few people buy it, and many consumers stay away from it because of the strange container containing lotus seed porridge, let alone go to spend it. In addition, the facade of our store is too small and not bright enough to attract consumers, and even many people don't know about this store. There is no other preferential way except the loyalty card.

(4) After drinking milk tea to the end, the remaining settled parts (such as pearls and coconuts) can't be drunk completely, resulting in unnecessary waste. The amount of one serving is negligible, but a large amount of waste will really lead to the loss of funds.

(2) sales environment

1. Analysis of the store location: It is strategically located at the entrance of the food street, and many people will notice the store there, which will bring convenience to their own business and sales.

2. Practical area of the store: the store has a large area, and there are enough seats for customers to sit down and have a rest, and they can sit down and have a good taste of products. In addition, the store provides various entertainments, such as Go, Three Kingdoms Killing and Chess.

3. Competitor analysis: There are many similar tea shops around the food court and the school. Compared with other shops, this shop is not particularly prominent, and the facade area and sales varieties are single, which makes it less competitive. Therefore, as we can see, the sales situation of this shop is obviously not as good as that of other shops.

4. Publicity: The publicity signs are too small to attract consumers' attention, which is really a shortcoming. There is no relevant publicity during traditional festivals or western festivals in China (for example, when Valentine's Day comes, hang something like "Hold your him/her in the palm of your hand together!" To increase their sales. The decoration is not exquisite enough, so people don't feel like looking back.

5. Analysis of the situation in the store: the sanitary condition in the store is good and the decoration is beautiful; When making milk tea, the staff are usually in the workshop, the production process is not public, and their own store is also easy to be stolen at this time.

In terms of purchase frequency, the proportion of heavy consumers is relatively small, only a small number of consumers drink once or more every day, and the proportion of second-light consumers is relatively large, and many consumers drink once or less every week, that is, there are few regular consumers of milk tea at present, and the market can be further cultivated.

6. Why do you choose to spend money here? (student)

A, just looking for it.

B, recommended by others

C, milk tea tastes good.

D, relatively close.

E, the environment is good.

F, there are many interesting things.

G, come to see beautiful women.

business suggestions

in order to create a good drinking environment for consumers and at the same time enable consumers to get satisfactory service, operators must improve and rationally plan the stores according to the shortcomings of the stores and the demands and suggestions of consumers. Such as: constantly changing the types and tastes of milk tea, providing more entertainment props, making love walls and so on. It is the taste of most varieties that students buy milk tea. Therefore, as long as the price of milk tea is reasonably set and some preferential combinations are set when selling milk tea, the sales volume will definitely increase. Tea shops should try their best to enrich the types of milk tea ingredients and give students more choices to meet the needs of different students. And the service attitude of the tea shop must be good. Students also have great requirements for the atmosphere of the tea shop, so the atmosphere and emotional appeal created are also important factors to attract everyone. In addition, the store has a single type of sales and lacks competitiveness, so we can consider matching other foods, such as popcorn, French fries, chicken wings and so on.

Through this survey, we know that the shopkeeper opened the store here because there are schools and many students, which is the result of market regulation. "The demand of consumers creates a market, attracts manufacturers to operate, and then forms a market economy". Compared with planned economy, market economy has stronger adaptability, more obvious advantages and higher efficiency in promoting economic development. At the same time, the spontaneity and blindness of market economy will lead to vicious competition, short-term behavior and moral deficiency. There are more and more tea shops, and the competition is getting bigger and bigger, which is one of the reasons for the business depression of this shop.

combined with textbook knowledge, our store employs three employees, so it belongs to the private economy. The boss will run the tea shop with his own capital, and his income belongs to the income of the factors of production other than labor. The income of employees in the store belongs to labor as a factor of production to participate in the distribution.

This survey makes us understand that we can't just study theory. To put it into practice, we should apply theoretical knowledge to practice. In this field investigation, we learned to combine what we have learned before with practice. We still have a lot to do, but I believe we will do better and better in future activities. At the same time, in the process of investigation, we tried to understand the difficulty of doing investigation and dealing with different people, but we understand that this is a process that we must go through to exercise ourselves and improve our ability. The most important thing is that we realize the necessity of teamwork and the importance of cooperative spirit, and cultivate our sense of teamwork and the spirit of being brave in facing any setbacks. Create brilliance for your life, add luster to your life, let's work hard and struggle for your future together! Milk tea market research report 2

Milk tea originated in Taiwan Province Province, China, and now it has spread all over the world. It is one of the mainstream leisure drinks and is well received by consumers. In many regional markets, it far exceeds many world-famous brands. Nowadays, milk tea products occupy a large part of the market share on the dazzling array of beverage shelves. Both the fragrance of tea and the nutrition of milk, milk tea has won the favor of many consumers, especially the younger generation, because of its fragrant and delicious taste. Compared with traditional carbonated drinks and fruit juice drinks, milk tea drinks have developed rapidly in recent years, but at the same time, it also shows the fierce competition in the milk tea industry.

1. Origin and current status of Lipton products (product introduction):

From the current milk tea market, Lipton, owned by Unilever, is the largest tea brand in the world. It is not only a representative of tea experts, but also a symbol of an international, fashionable and urbanized life. For more than 1 years, Lipton has always maintained the excellent quality and aroma passed down from generation to generation, and Lipton milk tea has also inherited this well. In just five years, Lipton won the first place in tea bag sales and the first place in market share in the series survey of China Baijia Mall.

2. Understand the consumer groups of Lipton products:

Mainly young people aged 15-3, especially women.

Because women account for 68.7% of the consumers of milk tea, young women are the heavy consumers of milk tea, so the consumption psychology of young women is deeply analyzed.

15-3-year-old women: the consistency of consumers' self-concept or self-image is an important factor affecting their purchase motivation, and the consistency of self-image and product image constitutes the first motivation of female consumers.

New trends of modern young women's consumption psychology

(1) Women's transformation trend. I hope my life will be diversified. I hope to try a different lifestyle. I hope to change my identity. Hope to experience all kinds of experiences. Lipton cup milk tea brings a new experience to women.

(2) the challenge trend of women. Hope to take risks. Hope to challenge something. Some unconventional goods and services are produced in line with the reality that women want to break through the constraints. Lipton milk tea's convenient cup and high-fiber coconut are exactly the psychological characteristics of women who like to be unconventional.

(3) the trend of women's self-reliance. I hope to be self-reliant both economically and spiritually. Goods that show women's self-reliance and emphasize self-awareness can win their hearts more.

(4) Women's real-time trends. I hope it is time-saving and convenient. For example, the use of fast food has increased. An effective way to take care of your family and save yourself time is to use time-saving goods.

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

Advantages: Lipton conveys its purpose to the world with its bright colors-brightness, vitality and natural beauty. Lipton milk tea benefits from the innovation of its product form, fighting against fashion with classics, fighting against fast food culture with cultural heritage, and launching different new products according to the market characteristics of different countries. In the China market, when milk tea was initially recognized by consumers, Lipton immediately launched a brand-new flavor of Lipton milk tea: the taste is fragrant and original, pure and smooth; Lipton milk tea is fresh and refreshing: fresh and refreshing, natural and fragrant; Lipton milk tea has a double-alcohol taste in gold, and the taste is double and smooth.

disadvantages: nothing new. Very dull.

4. Competitor:

Fragrant milk tea: Start with the appearance. Its cups are larger than those of other milk tea brands, and the quantity is more sufficient and more affordable; Paper cups are exquisite in paper, exquisite in appearance and tasteful. Generally, milk tea brands put straws into cups at random, but the fragrance is more thoughtful. They specially customized a two-section combined straw, which is usually just two sections. When used, it will become longer as long as it is inserted together, and it can be easily put into cups. In a few years, it has become a leader in the field of milk tea drinks from a brand with sales of less than 5 million yuan to an outstanding achievement of 4 million yuan now.

youlemei milk tea: follow the trend of the times in marketing. Five major milk tea brands, with a history of one hundred years, are the first milk tea brands, and famous snack food manufacturers at home and abroad. The sales method adopted by Youlemei is free gift giving in cooperation with the campus network. It tries to combine the masses with gifts, with sponsors providing gifts and adding group links in relevant places in the gift center. Due to the large number of users in the campus network, reaching tens of millions, this marketing effect is very good.

Nestle Tea Milk Tea: Nestle originated in Switzerland. "Nestle" is not only the name of the company's founder, but also represents safety, warmth, maternal love, nature and nutrition. Inheriting Nestle's eternal professional pursuit and continuous innovation of instant drinks for more than 7 years, we extract the natural glycol of top-grade alpine green tea with unique blending technology, and blend it perfectly with fragrant milk to sincerely offer exquisite tea products. Vibrant, refreshing, and leisurely, the modern life is tense and busy here. A cup of fragrant Nestle tea with green milk tea allows consumers to enjoy a moment of leisure, which helps to relax and rejuvenate.

Investigation experience and suggestions: After years of efforts, Lipton milk tea has formed a certain scale, with a fixed number of consumers and a considerable share in the milk tea industry, but there are still some areas to be improved:

1. We should increase publicity and use media and radio to increase our influence;

2. Strengthen the development of our own products, pay attention to the development of low-end products, and face a wider range of consumers;

3. Take appropriate promotional measures, such as issuing coupons, discounts, etc., to improve consumers' awareness of it. Investigation report on milk tea market 3

1. Preface

Solid-state brewed milk tea is a new snack food category that has emerged in recent years. It was first brewed from a tea shop with Taiwan Province flavor. Among them, Xiang Piao Piao was the first to introduce cup-brewed milk tea in China, making this product truly a commodity on the shelf. Subsequently, the jelly king Xizhilang in Guangdong, the melon seed king Haoda in Zhejiang and the fruit milk king Xiaoyangren in Hebei followed suit and successively launched Youlemei milk tea, Xiangyue milk tea and Miaolian milk tea. Subsequently, many manufacturers upgraded their products, using pearls made of cassava as the main material to replace coconut nuts and introduced them to bubble tea, forming two series of bubble tea and coconut milk tea. In 29, Fujian crayon Shinchan was launched.