RIO Lab, a pre-mixed cocktail, has settled in sinan mansions, Shanghai, and the first milk tea shop in Wahaha Hangzhou also opened some time ago. In addition, brands such as Wang Lao Ji and Xiang Piao Piao have also laid out or are opening offline stores.
According to industry insiders, some fast-moving beverage companies have made physical chains offline and entered the ready-to-drink product market. Cross-category, cross-format and cross-mode are entrepreneurship and challenges. It needs to be carefully laid out to avoid following the trend and blindly deviating. Offline stores are not the center of corporate profits, but a platform for direct communication between brands and consumers. "In the process of laying out offline stores, a number of FMCG brands will succeed, and some FMCG brands will become victims of the experiment. Mainly depends on whether the product development and brand tonality of physical stores meet the needs of consumers. "
Multi-brand entity store
The offline beverage industry has developed rapidly, attracting a large wave of fast-moving enterprises to join. RIO Lab, a brand-new ready-made low-alcohol beverage brand of Pre-mixed cocktails, opened its first store in sinan mansions on July 29th this year. RIOLAB is a bar and traditional drink shop. Its products are mainly fruit juice and alcohol, all of which are made now.
In addition, it is reported that in July this year, Wahaha's first milk tea direct store landed in Guangzhou, and Zong personally stood on the platform when it opened. Prior to this, Wahaha milk tea franchise stores have been laid out all over the country. At present, about 430 Wahaha milk tea franchise stores have signed contracts.
In addition, Wang Laoji has already laid out offline stores. At the end of 20 17, Wang Laoji opened an offline herbal tea shop in Guangzhou-1828 Wang Laoji. According to media reports, Wang Laoji once said that by 202 1, herbal tea shops will achieve the operation scale of 3,000 stores nationwide. In addition, "1828 wanglaoji instant herbal tea" will also adopt a combination of direct marketing and franchise authorization to integrate more social resources.
Lu Shengzhen, a marketing expert, said that in the consumption process of FMCG, consumers need a complete experience process, including payment experience, distribution experience and consumption experience. Consumer experience usually needs to be completed in a scene, which needs two elements: environmental atmosphere and communication to achieve the optimization of consumer experience. Therefore, the best scenario to achieve seamless connection with consumers is the physical store.
The physical store is mainly to build a communication platform.
The development of FMCG offline chain is not only facing the predicament of inexperience and asset operation, but also facing the encirclement and suppression of other brands. In recent years, hi-tea and Naixue's tea have been racing around, occupying the golden position on the first floor of the core business circle. As the main consumption price of milk tea market, the price segment within 20 yuan has the largest number of consumers, not only a little CoCo, but also brands such as Diancao, Chabaidao, Yihetang and 700CC. It is not easy to break through the tight encirclement.
While FMCG enterprises do offline chain, most of them do not rely on this channel to make profits, but rather open up a platform for direct communication with consumers. On June 5438+ 10 last year, Xiangpiaopiao announced that lan fong yuen Food Co., Ltd., a wholly-owned subsidiary of the company, planned to set up Sunlan Fangyuan Catering Management Co., Ltd., whose business scope was snack service.
This also confirms Wu's statement. "At present, the combination of online live broadcast, offline interaction, offline storefront and community marketing reflects the new brand development path that any C-end brand needs to communicate with consumers more directly in the future. It needs the community and stores to connect online and offline, but it is unreasonable to regard the offline stores of a single brand as the profit center of the company. Retail stores can be a huge asset. The realization path is not short-term profit, but long-term return brought by brand cognitive value. Future consumer goods will be inexperienced, retail-free, interactive and brand-free. " Wu said to:
According to the White Paper on New Tea Consumption in 20 19, the total size of tea market in China in 20 19 exceeded 400 billion yuan according to the calculation of "China tea market size = new tea shop sales+traditional tea sales". The huge market space is attractive enough for some "laymen".
Lu Shengzhen said that the development of offline stores is based on the adaptive changes of consumer psychology principles. For most FMCG enterprises, offline stores need to invest far more money than agency channels, which is a heavy asset operation. This asset-oriented brand pull, rich product connotation and emotional propaganda function ensure that their products will not be labeled as outdated in traditional channels. "A number of FMCG brands will succeed, and some FMCG brands will become victims of the experiment. Mainly depends on whether the product development of physical stores really meets the needs of consumers, and whether the grasp of brand tonality caters to the trend requirements of offline consumption. " Lu Shengzhen said.
Editor Zhu Fenglan proofreads Liu Baoqing.