The current situation of the tea industry has survived the serious chaos in the cottage.

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Focus today

# Lujiao Lane #

New tea shops have become popular, but Lujiao Lane has lost its golden business district.

In recent years, capital players quickly locked in a new battlefield, and new tea drinks emerged one after another. Various new tea shops, such as "Happy Tea", "Naixue Tea" and "Bitter Tea", have also become popular one after another, opening a new round of beverage reform.

Although the exposure and economic benefits brought by explosive products to tea can not be underestimated, while the tea market of online celebrities is full of vitality, there are also many new tea brands that have swept the huge consumer groups with a trend, but they have not survived the shortest life of online celebrities and are short-lived.

Take Lujiao Lane as an example. Before Xicha and Naixue became famous, it had a lively scene of queuing for five hours. Known as "Starbucks in milk tea industry", it closed down in just one year, and stores in gold business districts in major cities closed down one after another. So, what happened in Lujiao Lane from the empty lane to Guandian?

Shanzhai Lujiao Alley "grows wildly", and the true and false Lujiao Alley is silly and confusing.

Lujiao Lane once became popular in the mainland market with a brown sugar pearl milk, and its consumption experience and brand tonality were also greatly loved by young people.

The rapid rise of Lujiao Lane has also made other businesses smell business opportunities. Taking advantage of the reputation of online celebrity milk tea, they joined the cottage brand with a low threshold, making Lujiao Lane the target of crazy cottage and counterfeiting. According to incomplete statistics, there are currently less than 200 direct stores in Lujiao Lane, but there are thousands of cottage stores, which are not only opened in streets and alleys, but also settled in shopping malls and filled with convenience stores.

Similar trademarks and mixed storefronts make consumers have different opinions on milk tea in Lujiao Lane. The proliferation of cottage shops has also made many young people lose the fun of punching cards in their circle of friends, thus affecting the popularity of Lujiao Lane.

The Jedi fought back and embarked on the road of counterfeiting, but the road to safeguarding rights was long and arduous.

The case of Lujiao Lane has made major beverage brands aware of the importance of "registered trademarks", which has a good warning function and reference significance. For major drinks, although "online celebrity drinks" are good at using new media and grasping young consumers, it is worth learning, but whether a brand can finally operate for a long time depends on products to enhance its competitiveness.

Therefore, among the many milk tea brands of online celebrities, Lujiao Lane can "return to the peak", in addition to counterfeiting rights, it may also update and maintain its own brand and continuously improve its competitiveness.

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Brand socialization communication index

Index overview

In terms of Baidu index, Nongfu Spring and Coca-Cola have higher indexes, while Pepsi, Uni-President, Mengniu and Jiaduobao have lower indexes.

In terms of WeChat index, Coca-Cola index rose sharply, Uni-President and Mengniu index remained at a high level, Yili, Red Bull and Pepsi index declined, and other brand indexes all rose to varying degrees.

In terms of Weibo index, Coca-Cola and Uni-President performed brilliantly, while Mengniu, Nongfu Spring and Pepsi index rose, while Jiaduobao performed poorly.

Brand performance

"Horton protests against Sun Yang's loss of Coca-Cola's 6-digit endorsement" triggered a heated discussion, which led to the rise of Coca-Cola's platform index;

The popularity of "Mengniu and Yashili jointly terminate the New Zealand share purchase agreement" has not diminished, stimulating the index of various platforms to rise.

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Brand hot news new product release

Herbal flavor once again hit the beverage market and introduced soda water.

In April this year, Baicaowei, one of the "three giants of online snacks", launched "Oh yeah" milk beverage and officially entered the beverage market. A few days ago, Baicaowei once again attacked the beverage market and launched a "Xiaoxiaoqi" soda drink. The product specification is 330ml, and * * * has two flavors: Kaman orange flavor and Elderberry flavor. The creative naming of "Happy Riding" directly explains the concept of "getting rid of anger", which is in line with the Buddhist nature and positive attitude of young people today. (Sohu. com)

Yili pear loquat flavor fermented milk is the first in the world.

Recently, Yili launched a new fermented milk with fragrant pear and loquat flavor in the world. Products are preferably imported milk source and high-quality live bacteria. Each grain 100g contains 1 100 million CFU of active lactic acid bacteria, which are called "treasures in pears", Korla fragrant pear and Chuanshu loquat, clean and healthy. The new product is aimed at the leisure time between meals. It is reported that this product has also been selected as a preparation support product for the Chinese short track speed skating team. (Foodaily daily daily food network)

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Brand hot news group dynamics

China Petrochemical announced the launch of the gas station coffee brand "Yi Jie Coffee".

On September 3rd, China Petrochemical announced the launch of the coffee brand "Yi Jie Coffee" at the gas station, and its first store was located in Suzhou. Yi Jie Coffee is a brand-new self-owned coffee brand launched by Sinopec Yi Jie based on the new retail concept.

Yi Jie Coffee has launched three series products with different positioning: 92# (black and white coffee), 95# (fashion special drink) and 98# (boutique series). In the scene of fast delivery of gas station consumption, Yi Jie Coffee builds a consumption scene of coffee station on the basis of meeting the demand of car owners, which provides more imagination space for the expansion of non-oil format of Sinopec gas station. (newspaper)

The wine brand "Niu Niu Wine" was granted the financing of Meihua Venture Capital10 million yuan angel round.

On September 4th, the liquor brand "Niu Niu Liquor" announced that it had completed ten million angel rounds of financing, and the investor was Meihua Venture Capital. The starting point of calf wine is to make popular liquor. At present, three products have been launched according to different weight, among which one kilogram of Erguotou costs around 40 yuan, and more small wines will be launched to enter more scenes. At present, calf wine has entered more than 20,000 offline terminal stores, and this year's target is 65,438+10,000 terminals. (36Kr)

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