Last winter, tea brewing around the stove was all the rage, but now there is a new twist: not only can you make tea, but you can also roast milk. Many businesses aim at the business opportunity of boiling tea around the hearth, combining the sense of ritual with consumption, so that canned roasted milk has become a "new Internet celebrity" at present. The canned roasted milk is known as the "youth version" of cooking tea around the hearth, integrating the boiled tea economy with the milk tea economy, so that many stall owners and teahouses have transformed and innovated.
New Business Opportunities:
Healthy milk tea is popular among young people
Every weekend night, the neighborhood of Jimei Taisha is bustling with stalls along the streets. Recently, Chen Yilin, who runs a late-night instant noodle stall, set up a new stall on the side, with an oven and several clay pots, as well as raw materials such as milk, tea, red dates, osmanthus, roses, and jasmine.
Chen Yilin said that at first she learned about cans of roasted milk through short **, and the novel way of making milk tea suddenly attracted her interest, "Everyone also needs to drink something for supper, I sell juice in hot weather in summer, and now it is getting colder and colder, hot milk tea has become the first choice for many people, and I feel that this is a business opportunity." ”
She introduced that the method of making canned roasted milk is simple, and she mastered the composition ratio after trying it twice, "first stir-fry the tea leaves and sugar, stir-fry the fragrance, then add water to stimulate the tea aroma, and finally add wolfberry, red dates, pure milk and flower petals." ”
Currently, she has launched three flavors: rose, jasmine and osmanthus. The canned roasted milk has a mellow taste, without the fishy smell of ordinary milk, and is very popular with young girls.
In the canned roasted milk scene provided by many businesses in our city, in addition to the night market and market stalls, there are also some tea houses that are transformed and upgraded, and they move canned roasted milk indoors, so that citizens and tourists can feel the fun of hands-on production.
The first time I drank a can of roasted milk, the taste was quite sweet. "Xiao Zhao and his girlfriend who originally just wanted to try it felt good," as a hot drink in winter, the raw materials used in canned roasted milk have health benefits, and the production process is clear at a glance, which makes me feel very healthy. ”
New Mode:
**Frugality is chosen by people according to their needs
The reporter observed that in just one hour, fifteen or sixteen customers asked Chen Yilin to buy cans of roasted milk. "At first, it was a little less, only selling about a dozen glasses a night, but now it's much better. Chen Yilin said that now he can sell more than 60 cups a night, and he can use up a carton of pure milk in an hour and a half.
At the end of October this year, I went to Yunnan to taste the intangible cultural heritage of fire-pond roasted tea, which is the prototype of canned roasted milk. Guo Wanxin, 27, returned to Xiamen from Ningbo last year to help her mother run her own tea house. At her suggestion, last year, her mother renovated the tea house on Dongping Mountain, which became a good place to make tea around the hearth.
This year, her teahouse expanded its new business model and launched the "change tea without changing pots" business, adding cans of roasted milk on the basis of boiling tea around the hearth**, including two tea bases, two flowers, five ingredients and snacks such as oranges, melon seeds, peanuts, and marshmallows. "There are meals for three people and meals for four people, and everyone can choose according to their needs. Guo Wanxin said.
Recently, the temperature has dropped, and people prefer to experience it indoors. Guo Wanxin said that the weekend evening has the greatest customer flow, with the charcoal fire burning vigorously in each stove, and the lights in the courtyard gradually turning on, creating a rich atmosphere, "This innovative way of dining is very popular with young people with its unique taste and experience." ”
Easy to copy:
The barrier to entry is low, and the tool can be used for multiple purposes
Selling cans of roasted milk at the bazaar is more popular than converting from a tea house because it is more down-to-earth.
In terms of production form, canned roasted milk can be seen as a continuation of cooking tea around the hearth. Guo Wanxin believes that in terms of operating costs and consumer experience, the materials for cooking tea around the stove are more abundant, and consumers need to master the skills of roasting and boilingMost of the cans of roasted milk sold in the market do not need to be done by consumers, and they are roasted and sold by merchants, which has the best advantages.
Guo Wanxin introduced that the cans of roasted milk sold in the general market cost 15 yuan and 500 ml, "and like we use the DIY way of cooking tea around the hearth, a meal for two costs 68."8 yuan, 34 per capita4 yuan, which is double that of eating ready-made, is just more interesting. ”
The reporter found that many restaurants in our city have launched cans of roasted milk, and the price ranges from 15 yuan to 20 yuan cupsSome campsites have also launched new **, in addition to the materials and facilities for canned milk DIY, they also provide supporting activities such as open-air movies, bonfires, and lawn frisbees. "It's just been on the shelves for a week, and the ** worth 288 yuan has been booked 9 copies. Qin Xin, the person in charge of a campsite, said that if the response is good, they will consider turning cans of roasted milk into a winter normal**.
Qin Xin purchased a lot of tools for cooking tea around the stove last year, and she was worried that "a gust of wind" would not know what to do in the past. "I didn't expect the cans of roasted milk to be hot again, and we are also multi-purpose. She said that the pot of roasted milk is very similar to boiling tea around the stove, the entry threshold is very low, and the model can basically be replicated, "The weather is getting colder, and the number of campers has dropped." At this time, it is a good marketing method to use cans of roasted milk. ”
Limitations:
The product has a single "flowering period" and is short
Whether it's boiling tea around the stove or roasting milk in cans, when a new wave of consumption boom is set off, it can always attract businesses from all walks of life to flock to it.
When tea brewing around the stove first emerged, everyone said that it might be a gust of wind, and there would be no market after the 'flowering period'. However, it did not become a flash in the pan as expected, but became a long-term consumption scenario. Guo Wanxin's mother Huang Ke said.
Compared with boiling tea around the stove, the form of roasted milk in cans is more simple, which is more likely to make consumers lose interest. Huang Ke said that many consumers said that they are more inclined to buy ready-made milk in the market or make their own cans of roasted milk at home, "We sell clay stoves, clay pots and edible flowers to these consumers to open up alternative sales channels." ”
In Huang Ke's view, emerging scenarios such as canned milk tea have not yet formed a large enough category market, and there are certain limitations. "In fact, according to the different needs of sweetness and tea taste, there is a standard amount of sugar and milk. Huang Ke said that if the form is very simple, it is difficult to retain customers.
Merchants are more chasing short-term sales and profits, but from the perspective of demand, with the diversification of consumption scenarios, there is intangible cultural heritage support behind canned roasted milk, which can have long-term development. Huang Ke said.
Xiamen Evening News reporter Liu Jiaying).