Entering the winter, health drinks ushered in the highlight moment.
At the beginning of December, the first store of "Hetian Water Shop" in Shenyang rushed to the top 1 of the popular list of beverage stores, and netizens planted grass and shared it on social platforms.
I found that its *** in Qingdao also sits at the top of the local popular list all year round. And this brand has received 3 rounds of financing in less than 3 years and opened more than 60 stores.
What opportunities did they seize in the track of national style health?
Received 3 rounds of financing in 3 years
"National Style Health Tea" ran out of the dark horse
In Qingdao, there is a "national style drink shop", which has long been ranked in the top 1 of the popular list of local drinks in Dianping. This is the Dabao Island crossing store of Shandong's local beverage brand "Hetian Shuipu". The wooden staircase tables and chairs, the scattered green plant displays, and the calligraphy banner decoration present a full sense of national style. Looking at the menu, you can see that health drinks are the main products, combined with the concept of medicine and food, there are many series of drinks such as original signature oriental stew, daily boiling and suction ointment, hand-made health pot stew, and must-drink signature cheese stew. The price of a single cup is concentrated at 18 22 yuanAt the same time, it is also available in the storeBoiling tea, boiling wine, eating medicinal foodand many other experiences. 
The highest order rate is the Oriental Stew seriesSuch as popular with girls"Ejiao ginger jujube tea"., to remove the greasy"Lotus leaf green juice"., save those who stay up late"Whole ginseng water"., refreshing"Chilled mint lime water"., andBeijing small hanging pear soup, Dunhuang apricot peel waterWait a minute. Ejiao, ginseng, mint, mulberry leaves, wolfberry, dandelion, ......These well-known health ingredients are displayed in the store one by one. Not only is the concept of health care out of the circle, but the taste has also received many comments from netizens. "It's unexpectedly delicious" and "You won't step on thunder if you order it casually". On social platforms, many consumers spontaneously share recommendations. 
Just some time ago, its first store in Shenyang was officially opened, and it became popular quickly with its differentiated positioning and special drinks, and it ranked first on the popular list of Shenyang beverage stores after opening for a week. I learned that Hetian Shuipu was established in 2020, and so far, it has opened more than 60 stores in Shandong, Hebei, Tianjin and other places. "The Dabao Island crossing store is an experience store, with a daily revenue of 152,000 yuan, in case of weekends and holidays, it can be 34,000 yuan. Other store types, such as the 20 60 square meters of health punk shop, focus on buy and go, and most of the daily revenue is stable at 3000 7000 yuan. Kim Ji-hoon, the founder of Hetian Water Shop, told me. According to public information, in October this year, Hetian Shuipu completed a new round of (pre-a) strategic financing, with a valuation of 6600 million yuan. This is also the third round of financing it has received in less than three years since the opening of its first store in December 2020. 
In the past two years, the enthusiasm of young people for health has continued to rise. New demand has given rise to new markets, from ginseng water, aunt hot drinks, to traditional Chinese medicine milk tea, health drinks have become popular round after round. Among them, what opportunities did Hetian Shuipu seize correctly?
Good looking, good drink, fast productionThey use 4 ideas to make health drinksAfter I had a deep chat with Kim Ji-hoon, I found 4 key points:1. Do a good job of drinking good-looking health tea and stimulate your appetite with your appearanceHetian Shuipu puts health and health in the first place, and based on the traditional culture of "medicine and food homology", it gives the product clear personality characteristics. Taking its early out-of-the-circle product "Staying Up All Night Ginseng Water" as an example, a whole ginseng less than 5 years old Changbai Mountain ginseng was put into a bottle, and red dates and wolfberry elements were used to increase the natural sweetness of the drink, and then combined with the balance effect of fetal chrysanthemum to increase the flavor level. "Sweet" and "a little delicious" are the common comments of netizens. The whole drink has an attractive amber color, which is also intentional. "We paid special attention to the saturation and clarity of the color of the drink, and after many tests, we were able to adjust the current state to stimulate the appetite and avoid making users feel bland. Kim Ji-hoon said. 
In terms of modeling, the mold is customized to customize the exclusive gourd bottle to increase the selling point, memory point and dissemination of the drink. 2. Ensure the quality from the first chain and cut the cumbersome productionFor the "medicine and food homology" drink, how to ensure the quality and safety of raw materials, and can accurately and efficiently convert into "delicious cup" in the hands of consumers, the * chain is very important. Jin Zhijun introduced, "We have established a medicinal and edible planting base in Longnan, Gansu Province, and a joint venture factory in Bozhou, Anhui Province, hoping to grasp the quality from the source. ”"All the products that had been produced for more than three minutes were cut. ”She added that in order to ensure the customer experience, the store's production process is also constantly being optimized. In addition, in order to serve a wider range of health care scenarios such as consumers in the office and home, they have retailed popular products and made them into health tea bags, which are sold through e-commerce and offline. 
3. Combined with the theme of the dynasty, strengthen the attributes of the national styleThe design of the store is closely centered on the "national style". The word "Hetian" in the brand name represents the situation of relaxing and drinking tea, and at the same time allows users to have cultural associations. In addition to Qingdao Dabao Island crossing store, there are also ancient concentric lotus, summer green lotus platform, spring and autumn Huanxi sand, Tang Lotus Garden, Song Dynasty lotus garden and other special stores, all of which are combined with the theme of the dynasty, with "historical figures" and "lotus" elements through, to create a strong national atmosphere. Jin Zhixun introduced that there are two main lines for the future Hetian Water Shop Extension Store: first, aiming at the core points of key cities across the country, such as the Forbidden City in Beijing, West Lake in Hangzhou, Dunhuang in Gansu, Luoyi Ancient City in Luoyang, etc., with a layout of about 200 square meters of new Chinese health teahouses, creating a characteristic store experience with different themes and enriching the social scene;
The second is to use 20 30 square meters of buy-and-go punk health stores in the base camp of Shandong to encrypt. 4. Use cultural experience to deeply connect "quasi-consumers".In terms of connection with users, Hetian Water Shop also has a new attempt. For example, in its Dabao Island crossing store, a space has been specially opened up to create a "Hetian Private School". It has set up research courses such as Song Dynasty tea, Compendium of Materia Medica, Hanfu experience, poetry, calligraphy and painting, etc., which have become a popular choice for local consumers to experience traditional culture and extracurricular activities for primary and secondary school students. While enhancing the brand influence, it has effectively driven the growth of parent-child customers and broken through the user circle. According to Kim Ji-hoon, since February this year, about tens of thousands of people have participated in research activities. 
We are also planning a more in-depth research route, and the medicine and food base in Qingdao is already under construction, which will realize a series of experiences such as store product experience - raw material picking in the back mountain - meditation and meditation. ”
Health track, can you run a big brand?It can be felt that the practice of Hetian Water Shop has gotten rid of the stereotype that "health drinks" are not delicious to a certain extent, and has explored a development path with its own characteristics while making high cultural value attributes. In the second half of this year, in addition to Hetian Shuipu, health drink brands such as Qingnan Wuwei Tea and Lu Quinoa have opened a recipe, and have started the road of expansion, and many cities have also become popular with many special health drink stores backed by Chinese medicine pharmacies and Chinese medicine halls.
So, with more and more entrepreneurs squeezing in, what is the market capacity and prospect of health drinks?Referring to the development of new tea drinks in recent years,The subdivision tracks with real vitality have almost all run out of the "thousand-store brand". For example, lemon tea that is refreshing and thirst-quenching, and freshly made yogurt that focuses on health, etc. At present, there are no brands with more than 100 stores in the health drink track. However, from the perspective of consumers' health needs and the trend of healthy drinksHealth drinks have room for imagination and competition is relatively relaxed. But it's not easy for brands to stand out. On the one hand, there is a lack of "absolutely differentiated" and leading explosive products. Ginseng water has had a brief highlight moment, but the brand recognition established by a single explosive product and marketing is often difficult to sustain.
Moreover, drinks with health labels of "natural ingredients" and "medicine and food homology" are also involved in tea brands. There are not many products that have truly broken the circle and precipitated from Internet celebrities to classics. On the other hand, when it comes to "medicine and food homology", it is a great test for the brand's product development and the best chain. Unlike pharmaceutical companies, which have the advantage of controlling the quality of raw materials from the source, most beverage brands are not easy to achieve standardization and transparency in the application of relevant raw materials. The core question is whether it can solve the problem of "daily and delicious". On the basis of health preservation, it is delicious enough and daily enough to achieve repurchase after punching in, so that the brand can achieve sustainable growth. In the business world, difficulties and opportunities always go hand in hand. Whoever can take the lead in making differentiation, giving drinks and brands a higher sense of value, and locking in long-term repurchases, will have the opportunity to step on the growth of "subdivided categories".