China Net Finance, December 27 (Reporter Chen Qiong) 2023 is the year of comprehensive involution of the new tea beverage industry, and opening up to joining, price reduction, joint branding, and sinking to sea have become hot words in the industry. With the accelerated reshuffle of the industry, scale has become the key to victory, and the number of stores is hard power. According to the current number of stores opened by major brands, in 2024, there will be more than one "10,000 store club members" for new tea brands.
Compete for the scale of 10,000 stores.
In the context of cost, lack of innovation, and consumption downgrading, scale is still one of the most important competitiveness in the field of new tea drinks, and the number of stores has become an important indicator of the competitiveness of new tea drinks.
According to the data of Narrow Door Restaurant, as of the beginning of December, the number of stores of Tea Baidao, Gu Ming, Shanghai Auntie, Shuyi Burning Fairy Grass, and Tianlala reached 8,816, 7,878, 7,581, 7,037, and 5,836 respectively. This also means that in addition to Mixue Bingcheng, there is no second Wandian new tea brand in the new tea market.
Although Shanghai Auntie announced a plan of 10,000 stores in April this year, it plans to add 3,000 stores within the year, and the number of operating stores is expected to exceed 8,000 by the end of the year, and the number of contracted stores will exceed 10,000. But judging from the current situation, Shanghai Auntie's plan of 10,000 stores has not been realized as promised. The relevant person in charge of Shanghai Auntie told the financial reporter of China.com that as of December 7, 2023, the number of Shanghai Auntie stores nationwide is 7,595. Regarding whether this year's "10,000 store plan" can be realized, the relevant person in charge of Shanghai Auntie did not respond positively, only saying that "Shanghai Auntie will maintain a steady growth in the number of store expansions in 2023, and at the same time, based on the overall economic and consumer market conditions, the company's overall operation will maintain a steady trend." ”
Judging from the current number of stores, Chabaidao, which has nearly 9,000 stores, is the closest brand to the goal of 10,000 stores. And there is a certain gap with the scale of 10,000 stores, Tianlalala, also shouted the slogan of the 2024 Wannian goal, and the relevant person in charge of Tianlala told the financial reporter of China.com that the store opening plan of Tianlala in 2024 is to achieve the goal of 10,000 stores. The relevant person in charge of Bawang Chaji told the financial reporter of China.com that there are more than 3,200 stores in Bawang Chaji around the world, and there is no specific store opening target in 2024, but next year it will continue to focus on tea and continue to build the brand's advantages in tea.
Collectively get together to go public.
In order to seek more market share and stabilize the head position, the head new tea drink collectively reported the news of listing.
Recently, Tianyancha data shows that Shanghai Zhenjing Industrial, to which Shanghai Auntie belongs, has been changed to Shanghai Auntie (Shanghai) Industrial Co., Ltd., and the type of enterprise has been changed from a limited liability company (natural person investment or holding) to other shares, and the company's registered capital has increased from about 11.62 million yuan to 100 million yuan.
The above changes have sparked concerns in the industry about Shanghai Auntie"Preparing for the IPO"speculation and discussion. Although Shanghai Auntie "does not comment" on the above conjecture, in the eyes of industry insiders, this is a more substantial step for Shanghai Auntie to go public.
In the middle of 2023, a number of new tea brands such as Shanghai Auntie, Tea Baidao, Gu Ming, and Bawang Tea Ji have been revealed to be preparing for Hong Kong stocks or U.S. stock IPOs, among which Tea Baidao officially submitted a listing application to the Hong Kong Stock Exchange on August 15, before which Tea Baidao completed a financing of 1 billion yuan, with a valuation of up to 18 billion yuan. In addition, Mixue Bingcheng submitted a prospectus in 2022, seeking to land on the main board of the Shenzhen Stock Exchange to no avail, and then Mixue Bingcheng was rumored to change lanes to be listed on the Hong Kong Stock Exchange.
Many new tea brands are queuing up to go public, not only to get more funds, but also to maintain their core competitiveness. The relevant person in charge of a new tea brand told a financial reporter from China.com that in the future, the market share of new tea drinks, the scale of stores, product differentiation and the advantages of the first chain will become the core competitiveness of the brand.
It is worth mentioning that when the head brands rely on the scale and first-chain advantages to conquer the city in the new tea beverage track, many waist tea brands are in a dilemma. Zhu Danpeng, an analyst of China's food industry, told a financial reporter from China.com that in 2023, the entire new tea drink will be "quite involuted", whether it is from open franchise, price reduction, joint branding, or sinking to the sea, it is the self-breakthrough of the new tea drink brand in the context of high competition. In 2024, the Matthew effect of "the strong will always be strong, and the weak will always be weak" in the new tea beverage track will be further intensified, and some small and medium-sized brands should disappear or completely lose their competitiveness.