With a heavy heart and a heavy step, on the first day of the Year of the Dragon, have you recovered from the stamina of the Spring Festival holiday?
Looking at the company's start-up milk tea on the table, half a month's vacation time was like a dream, and my colleagues only had more holiday fat than before.
Since the opening of a new Bawang tea ji near the company, afternoon tea has never drunk other milk tea brand ......
But I really don't think about this, when I go back to my hometown to visit relatives and visit small towns during the holidays, the most familiar and unfamiliar elements are the best tea brands.
In the eighteenth-tier cities, stores such as Mixue Bingcheng, Bawang Chaji, and Heytea are overcrowded, but the children around them are no strangers to these brands, and they can even be regarded as frequent customers.
The sinking of milk tea is nothing new, but such a spectacular scene is indeed extremely impactful.
I chatted with some former friends and found that many people are interested in the milk tea brand franchise business, and there are already entrants.
Could it be that the sinking of the bubble tea shop is a new business opportunity that can make a splash?
In the eighteenth-tier small county, Bawang Tea, Heytea and other stores are crowded, and such a grand occasion is very similar to the opening scene of the first store of each ** tea brand in a big city.
Walking into a Bawang tea lady, the space is spacious, the store is exquisitely decorated, and it is full of the taste of money, which is really not inferior to some stores in big cities.
Consumers are mostly family-oriented, from children to middle-aged, everyone is looking forward to it. I tasted it, and I felt that the taste was lighter than usual, but it was a lot cheaper.
However, the popularity of the store is also related to the small number of takeaways and the high delivery fee during the Spring Festival.
There are some entrepreneurial partners in my hometown, and what they do is franchisee business, and if they can make money, they flock to it.
When chatting with a friend, he said that he originally opened three milk tea franchise stores in the second-tier city next door, and the business is not bad, and the annual income can be about hundreds of thousands.
Source: Xiaohongshu netizens.
But during the epidemic, there was a lot of losses. Now I have returned to my hometown with the trend and started a franchise store again.
Today's milk tea business is not easy to do, and the franchise fee, security deposit, decoration costs, etc. are all large expenses, and you can't enter the game without a certain amount of financial resources.
One year back to the cost is considered to burn high incense, two or three years back to the original is the norm!
Especially now that the major brands have a strict franchise system, in the period of brand strength, franchisees need to be repeatedly screened and compared.
The start-up capital with a budget of 500,000 yuan, rent, decoration, franchise, management, training fees, etc., is just right.
The most important thing is the examination of the social resources of the franchisee, hard power is just a stepping stone, and soft power can determine how far you go.
My friend is a franchisee of Bawang Chaji, and his business is full of vitality under the increasingly popular situation of Bawang Chaji.
But he has a sentence that always hangs on his lipsMiddle-class investors are for feelings, and bottom-level investors are dead!
Indeed, in recent years, whether it is around or on the Internet, there are many people who have lost money in the milk tea franchise business.
But today's franchise of the top Bawang Tea Ji seems to have reproduced the glory of the milk tea business in the past, and the Bawang Tea Ji, which has the "Oriental Starbucks" signboard, is extremely hot in franchise business.
Its hurricane can be regarded as an alternative scenery of a new tea drink brand!
Looking back at the new tea brands in 2023, there is constant news of batches of bubble tea shops closing down and disappearing.
In the context of this iteration of sand, the popular fried chicken in the milk tea industry, Bawang Chaji, opened 2,300 stores a year, and the accelerator pedal soared to the end.
In 2023, I don't know when the company's afternoon tea fell in love with Bawang Tea, and I, who don't like milk tea very much, didn't escape Boya's absolute **.
Source: Xiaohongshu netizens.
According to the official data of Bawang Chaji, the signature Boya Juexian sells about 100 million cups a year, and even netizens spontaneously put out an advertising slogan: "Drink Boya Juexian, enjoy sleepless nights." ”
The last tea brand with such a high popularity seems to be the "head of Changsha".
Although it is also a representative of local milk tea, unlike the latter, who is determined to "die" Changsha, Bawang Chaji from Yunnan will expand rapidly in 2023, opening more than 2,300 stores across the country.
You must know that as of October 2022, the total number of Bawang Chaji stores is only 760.
Starting from regional tea drinking, to vigorously entering the country, the expansion of Bawang Tea Ji is amazing.
Looking back at the rise of the overlord tea girl, it is inseparable from the pleasant figure of the tea face.
Both are in the field of fresh milk tea, and the two have an inexplicable relationship, and the product name is also full of Chinese style, and even the logo is very similar.
With the deep binding of the brand to Changsha with the tea face and pleasant color, Bawang Chaji has begun a wide range of layouts in the north and south.
Some people say that the overlord tea queen not only crossed the river with a pleasant face, but even earned the share of money that should have belonged to it.
After all, no matter how hot it is, you have to drink it, and from the city to the county, the feat of having a cup in your hand is no joke.
Of course, this has to do with the different business routes of the two brands. Chayan Yuese insists on not opening up to join, and has an extremely cautious attitude towards going out. From the very beginning, Bawang Chaji has taken the route of "direct sales + franchise".
This strategy of coming from the masses and going to the masses allows Farewell My Concubine to avoid the pitfalls that other brands have stepped on to the greatest extent possible, and maximize their strengths.
However, a good business model is just the beginning, major brands are still intensifying involution, and the tea industry has been changing, and the fashion trend and growth trend will give different brands the opportunity to soar.
The scuffle witnessed during the Spring Festival in the sinking market of milk tea is essentially a competition for new business opportunities, and more and more facts show that the small county town of the 18th tier will be the next nugget for brands.
The real China is hidden in the sinking market.
The proportion of the population in the third- and fourth-tier cities and below has reached 70% of the country, which means that the consumption potential of 1 billion people here needs to be unleashed urgently.
In the past, the consumption power of first-tier cities shifted from first- and second-tier cities to counties and towns during the Spring Festival, just like the Spring Festival migration.
The reason why Pinduoduo has become the first brother of domestic e-commerce is that the main support behind it is this part of the sinking market.
In addition, a cup of Bawang tea is also a clear example, and Starbucks, a high-end coffee brand in the past, has also appeared in our eighteenth-tier county.
Jingying Wang, Chairman and CEO of Starbucks China, once said: "We have covered 857 of the nearly 3,000 cities above the county level in China. We will accelerate the sinking of stores. ”
The reason is very simple, Ruixin next door has achieved 10,000 stores in just a few years, and continues to grow at a high rate, showing the strong coffee explosion in the Chinese market.
Although consumption in high-tier cities is gradually declining, there are still huge consumer groups in the third and fourth tiers and even county seats, and this part of the market is undoubtedly the pillar of future growth.
And in the past, as long as the big brands were willing to put down their ** figures, most of them mixed well.
Because in the eyes of many consumers in the sinking market, the brand represents identity and reliability, and it is more comfortable to pay for these.
However, it should be noted that the sinking market is not a panacea, although giants from all walks of life are vying to enter the sinking market, but the sinking market still needs some new ideas and methods to reconstruct the business chain.
After all, there are not a few brands that have entered the sinking market in a high-profile manner and finally returned home, and there are many challenges due to many factors such as economic development, demographic structure, consumer culture and habits.
In the future, the competition around the sinking market will only become more intense.