What should be competitors on the same track go hand in hand in the blink of an eye, how big is the impact?Bawang Chaji and Chabaidao jointly opened a technology company,Rushed onHot search list
Tianyancha APP shows that on November 20,Sichuan Rongshang Jiahe Technology***Established with a registered capital of 50 million yuan, its business scope includes technical services, enterprise management, chain management services, social and economic consulting services, bio-based material manufacturing, standardization services, plastic products manufacturing, etc. It is worth noting that the equity panorama penetration chart shows that the companyby SichuanHuizhijie enterprise managementTea Baidao'sSichuan Shuxin has the same originBusiness Management Consulting***Under the banner of Overlord ChajiGuochao Information Technology (Dongtai)** holds shares of the three parties, and the shareholding ratio is % respectively
So, what kind of industry signal has the "marriage" of the two leading enterprises released?
The "marriage" of Bawang Tea Ji and Tea Baidao has attracted attention in the industry and consumers, and has set off heated discussions.
In the industry, according to the business scope indication, the business scope of the new company established by the two may cover digital upgrading, chain construction, brand operation management, new material R&D and manufacturing, brand services and other sectors, which meansThe new company may form a comprehensive empowerment for the development of the two brands in the future
The core purpose of the two companies working together to establish a new company may beThrough the integration and optimization of resources, accelerate the construction of these sectors, enhance the overall brand competitiveness, and ultimately meet the needs of brand strategic developmentto fight against industry involution. Therefore, the industry is generally optimistic about the "business marriage" of Bawang Chaji and Chabaidao.
Some people in the industry expressed their views through Weibo, Moments and other channels, saying that the cooperation between the two tea giants is worth looking forward to;The formation of the new company is for the whole teaBeverage industryThe development is of great significance
Source: Screenshot of Weibo comments.
The consumer side is also lively, and netizens play on social platforms".Name the game”。So far, the joint venture between Bawang Tea Ji and Tea Baidao has received nearly 10 "fresh" names, including "Domineering Tea King", "Tea Domineering", "Overlord Tea Ceremony", "Ji Tea Overlord", "Baiji Tea" and so on, attracting many netizens to actively interact.
Under the traffic carnival, the Weibo topic of the joint venture between Tea Baidao and Bawang Chaji and other joint venturesGet 1700 million views, nearly 5,000 netizens joined the discussion.
Source: Screenshot of Weibo topic.
So, what kind of opportunity exists behind the "Overlord Tea Ceremony" to prompt the two "competing" brands to fight side by side?
Overlord Tea Ceremony", orA combination of a "new technology company" and a "new materials company".to meet the current stalemate competition in the tea industryDigital upgrading and the application of new materials correspond to the efficiency improvement and cost reduction of brand operation
Coincidentally, almost at the same time that "Overlord Tea Ceremony" was on the hot search, the small program of Overlord Tea Ji collapsed again.
On November 23, some netizens posted that the employees of a store of Bawang Tea Ji poured out a large amount of packaged milk tea. The store employee concerned said, "I poured 300 cups directly", "because the system exploded, we couldn't see the refund", "I did a lot, and I could only pour out what I didn't come to take" ......In this regard, Bawang Chaji's customer service responded that the mini program had a short "crash" due to "congestion caused by too many people placing orders at the same time, non-technical problems".
Source: Screenshot of Bawang Chaji's official Weibo.
When the explosion of orders in the overlord tea queen becomes the norm,On the one hand, it means that business is booming, and on the other hand, it means that there is a mismatch between the capacity of the store and the actual order。Then, for Bawang Chaji, including digital upgrades, brands may urgently need systematic efficiency improvement solutions to alleviate the pressure on store operations.
Therefore, the industry speculates that the "technological attributes" of the new company are the combination of the two brands to promote digital construction.
It's inThree days after the establishment of Sichuan Rongshang Jiahe Technology, the two brands merged again to establish a new company, this time aiming at "".New materialsOn November 23, Sichuan Tea Origin New Material Technology Co., Ltd. was established, the subsidiaries of Chabaidao and Bawang Chaji hold 33% and 67% of the shares respectively. At this point, about "The two brands have joined forces to 'make straws'The voice was loud.
Source: Screenshot of Tianyancha.
In the view of Sir Drink, whether it is the continuous pursuit of digital upgrading or the emphasis on the application of new materials, it is the only way for tea brands to become stronger and bigger. Especially for Bawang Chaji and Chabaidao, which have entered a new inflection point in development this year, it is particularly important to be able to match the digital and first-chain construction of brand strategy development. So,Efforts to sinkOverlord Tea Ji andSprint to the scale of 10,000 stores of tea Baidao, or "hit it off", through the integration of resources of both sides to support their own competitiveness
Before Bawang Tea Ji and Tea Baidao, the tea drinking circle was popular for a long time.
Nai Xue's tea alone, not only acquired Lele tea, but also invested in the fresh fruit tea brand Cha Yiji, the coffee brand Monster is sleepy, etc., Hey Tea has also invested in the oat milk brand wild plant Yeplant, the fruit tea brand and the gas peach peach, the molecular juice brand Yecuishan, etc., therefore, the industry interprets that the tea industry has entered the era of mergers and acquisitions and joint ventures.
Source: Lele Tea official website.
"Huddle for warmth" has become a common choice for major tea brands. Behind this, there is the full involution of the entire tea industry, which forces brands to enhance their competitiveness through resource integration and enriching the industrial ecology.
He Jiu, the founder of the new ** restaurant industry, also mentioned in his public sharing a few days agoThe Matthew effect and crowding out effect in the catering industry will become more and more obvious in the future。The remaining 20% or even 10% will get better and better, and the other 80% may be more and more difficult to do, and the competition will become more and more fierce, and the reshuffle will be faster and faster.
How to become the 20% that remains?Zhang Xiaoqiu, the founder of Chayiji, shared something worth thinking about a few days ago, he said that without a strong organization and the premise of improving the first chain, the chance of a successful breakthrough of a start-up brand is very small. So,Startup brands should learn to try to accept more and better resources at a weak stage。After cooperating with Nai Xue's Chada, Cha Yiji relies on Nai Xue's tea's advanced capabilities in digitalization, making it the only fresh fruit tea brand that achieves 100% product stability through automation.
Combined with the views of Hejiu and Zhang Xiaoqiu, in the current fierce competition in the tea industry,TeaBeverage industryIn the era of "fighting for speed", major brands need to complete more actions in less timein order to gain a place in the market. This requires enterprises to integrate more high-quality resources in the industry to assist in the rapid growth of the brand, which is the background of the "marriage" of Bawang Tea Ji and Tea Baidao, and the active "grouping" of major brands.
From the perspective of the positioning of the two brands, Bawang Tea Ji and Tea Baidao are facing different consumer groups. The ** interval of Bawang Tea Ji is mainly between 10-25 yuan, and the ** range of tea Baidao is mainly concentrated between 6-16 yuan. This is also an important prerequisite for the two brands to cooperate without pressure in terms of technology, materials, etc. For the two, it is indeed a thing worth looking forward to seizing different markets and consumer groups with the strength of "integration".