Two years ago, matcha was only used as a condiment, such as matcha-flavored biscuits, matcha-flavored ice cream, matcha-flavored cakes and so on. Many times, matcha is more like a small role and an accessory.
Why are there so few companies specializing in matcha snacks? The main reason is that the consumption market of matcha is still very small in China. After all, there are few users who like matcha, and there is no considerable profit return, so many companies only use matcha as seasoning.
In recent two years, with the upgrading of consumption, matcha snacks have also formed a new consumption trend in China. There are many matcha parties around me. Matcha loves powder and has a soft spot for matcha snacks.
Today, we will talk about how a group of post-90s matcha lovers turned their love into a career and founded the brand of matcha snacks-Guancha.
The tea-closing team consists of a group of post-90 s matcha fans with an average age of only 25 years old. The boss is still a female schoolmaster in Tsinghua. It is such a team that launched the first matcha milk sauce, and within 3 minutes, 1000 bottles were robbed and emptied, and this record was refreshed many times.
A small sub-category of snacks, starting with more than 30 thousand fans. A year later, the monthly flow was nearly 2 million, and the repurchase rate once reached 25%. Of the four customers, 1 will buy many times. This figure exceeds many snack brands, and the annual sales of a single product has reached more than 1.3 million.
In August, 20 16, it received 3 million yuan of angel round financing, and in March, 20 17, it received tens of millions of yuan of series A financing, which was recognized by the market and supported by funds.
Matcha has been very popular in many countries, especially in Japan, but in the domestic consumer market, many matcha are made of cheap green tea powder and even some matcha essence.
However, with the upgrading of consumption, more and more young people have a greater demand for high-quality matcha snacks, and there is no high-quality matcha brand in China. Therefore, the emergence of tea customers and the successful launch of tea customers' single products have also made consumers begin to recognize tea customers.
In terms of positioning, Guancha is also different from other matcha foods on the market, and imported high-quality raw materials are selected instead of cheap green tea powder. Put quality and taste first.
Through offline stores, collect consumer feedback, enhance the experience, develop new products around different scenarios, and enrich the product portfolio.
In order to better serve consumers, three types of stores are implemented.
The first mini shop, selling snacks and desserts in pure packaging, occupies a small area, about 10 square meter;
The second type of store, with an area of about 30 square meters, is used for snack sales and tea ice cream currently produced and sold;
The third is the experience store, which covers an area of about 100 square meters, mainly for the on-site experience of products and the promotion of tea culture.
The catering industry will eventually return to the product itself. The tea-closing team is concerned with every link related to the product, product taste, product value and product copy. Every link is carefully polished, trying to achieve the ultimate quality.
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