Entering 2024, another brand that focuses on health has reaped dividends.
Recently, the business of Chunfeng, which focuses on health preservation, is booming: the hottest store in Shanghai, a 15-square-meter small store with a monthly income of 500,000; The average daily revenue of a single store in Guangzhou, Shenzhen and Foshan reached 8,000 yuan, a year-on-year increase of 30%.
After running for many years, will the health tea drink usher in an explosion this year?
15 square meters of small shop, monthly income of 500,000
Health tea is very popular in Shanghai and Shenzhen
This winter, health tea is getting hotter and hotter. First of all, cans of roasted milk with tangerine peel, wolfberry and longan became popular on the streets and alleys, and then various "traditional Chinese medicine milk tea" took turns to fight, and tea brands with health preservation as the positioning emerged in many places. Chunfeng Health Tea (hereinafter referred to as Chunfeng), which was the first to make health tea drinks in China, has also ushered in a big explosion in performance recently. 
The revenue of 40 stores in Shanghai in the fourth quarter of 2023 was **50% month-on-month, and a small 15-square-meter store in Jing'an District achieved a monthly revenue of 500,000 yuan, at the same timeThe store performance in Shenzhen and Guangzhou was also **30% month-on-month. Hu Kaiji, founder of Chunfeng, revealed. He told me that in cities such as Shanghai, Shenzhen, and Guangzhou, where health consciousness awakened earlier, the market for health tea is getting hotter and hotter. It is understood that Chunfeng opened its first store in Shanghai in 2019 with the positioning of health tea, and its differentiated strategy made it an instant hit, with a ginseng "staying up late to replenish water", "royal jelly staying up all night water", "green juice scraping oil water" and so on quickly became a topic of products, and Chunfeng has also become a representative brand of health tea on social platforms. 
Chunfeng was also the first brand to explore the chain of health tea drinks, and under the market heat at that time, it quickly opened more than 70 stores in Shanghai and Guangdong. Like many brands that make health teas, Chunfeng also encountered the dilemma of how to popularize health tea drinks when its stores were expanding rapidly. It can't be popularized, and it is destined to be a small and beautiful brand. And in this winter, Tsubaki's performance broke out in many places, and it has obviously made its own explorations and changes. What is the breaking point of tea for health preservation, popularization and daily life? With these questions in mind, I interviewed Hu Kaiji, the founder of the Chunfeng brand. Implant the needs of young people into teaTo make a health hit, you must first "make it daily".Health tea drink is a hit,First of all, it is necessary to make the product more "daily" and repurchased. 
Tsubaki has been in operation for 6 years, and has gone through 2 stages before and after exploring the popularization of health tea, and when it first debuted, it quickly went out of the circle with eye-catching raw materials such as ginseng and royal jelly. After the rise of fresh fruit tea, it followed the trend of fruit tea, but encountered the problem of diluted positioning. Hu Kaiji said. What are the daily needs of health tea? The popularity of the mung bean paste series and the small hanging pear soup has inspired Tsubaki Feng,"Cooling off in summer and moisturizing in autumn is what people just need for drinks, not some fancy function. Along the concept of "timely health", Hu Kaiji has made a comprehensive adjustment to the product, and the main category is "health tea suitable for drinking every day".According to the four daily needs of "digestion, moisturizing, warming, and beauty", the product matrix is formed. 
After eating, the main hawthorn, the autumn moist pear, the winter warm supplement with ginger, the daily beauty depends on peach gum, each series has 1 3 products, following the principle of less but fine, contracting the daily health needs of young people. For the mainstream milk tea light milk tea on the market, Hu Kaiji also wants to make the brand mark of Chunfeng, and the recent new "Yuanqi Boiled Milk Tea" is the first exploration. Inspired by the cans of roasted milk, the tea making work was moved to the bar, and ingredients such as tangerine peel, wolfberry, longan, and red dates were also placed on the bar, cooked in a way that was visible to the naked eye, and served directly from the clay pot after ordering. Hu Kaiji explained. This product has the taste of light milk tea, health blessings, and the consumption experience of canned roasted milk, "It exploded as soon as it was served, and a store sold up to 358 cups a day." ”
In addition, Hu Kaiji also had new thoughts about the brand's initial popular "no-makeup water" and "ginseng overnight water": "These aretopic products, just do a good job of the role of appearance, such as peach gum rose no-makeup water, which continues to upgrade to a whole freeze-dried rose, with a high appearance rate and strong grass drainage ability. ”"Use topical products to attract and plant grass, popularize health drinks for daily repurchase, and use brand imprinted milk tea and light milk tea as wellOffensive products that expand the consumer baseHu Kaiji concluded that after this version of the product framework was used from October 2023, the business of stores in Shanghai, Shenzhen, and Guangzhou has increased significantly, and many stores in Chongqing have rushed to the top of the Dianping list. Upgrade the "national style" storeTake advantage of the popularity of the new Chinese styleAnother one of Tsubaki WindThe breaking point is a visual and spatial upgrade. 
For any brand, the visual system is the best assist for positioning. A few years ago, the decoration of Chunfeng's store was a modern national tide style, although the logo was a calligraphy font, but the space was more about the sense of trend. After the upgrade, the new store draws representative elements from the new Chinese teahouse and the time-honored pharmacy, with wood-colored doors, walls, seats, and black pottery utensilsCreate an ancient, ingenious sense of déjà vu。You can't help but relax and enjoy a drink with peace of mind. Chunfeng's IP fairy rabbit has also been upgraded, with a new name called "Pounding Rabbit", the prototype is taken from the jade rabbit next to Chang'e who pounds medicine, and the image design is close to the beckoning cat, which is both classical and interesting. 
Hu Kaiji told me that the Tsubaki tree, which symbolizes the tree of longevity in classical Chinese terms, Tsubaki Wind, is taken from Zhuangzi's "Wandering Away", which means "longevity". Health drinks are more compatible with the national style space. Taking advantage of the popularity of the new Chinese style, there is another place for young people to check in the national style. Improve the bar and tell a good health storyDeliver value with raw materials and handmadeAfter the product transformation and space upgrade were done, Chunfeng focused on culture, "hoping to do something to deliver value." Hu Kaiji said. Regarding value delivery, Tsubaki Wind is working in three aspects at the same time. The first thing is to be able to see the production process. Chunfeng improved the bar line, and moved the original process prepared in the backyard, such as boiling mung bean paste, boiling tea, and stewing small hanging pear soup, to the bar, and presented it in clay pots, forming a "handmade" and "assured" consumer cognition. 
The second is to be able to see the display of ingredients. All kinds of real materials are displayed in the bar counter, walls, shop windows and other areas, and drawers similar to Chinese medicine shops are set up for consumers to see and touch. Finally, it is to be able to drink and understand health. Tsubaki Feng has published a health tabloid inside, showing the story of going to the place of origin to find ingredients in the form of ** and putting it in the store for customers to read. For example, go to the hometown of hawthorn in Hebei to find hawthorn, go over the mountains and mountains to find ginseng in Changbai Mountain, and dig yam at the iron stick yam base in Wenxian County. "We want to make a health guide for young people," Hu Kaiji said, from seeing the production process, to understanding the ingredients used, to telling the story of the ingredientsMake a systematic value delivery, so that consumers can drink clearly, drink with confidence, and then accurately share it with more people. Health tea is not a "made" category, but a subcategory that has both cultural heritage and consumption base. To cool off in summer, moisturize in autumn, and warm up in winter, this is the habit of "timely eating" formed by Chinese under long-term nurturing. "The vitality is very strong, and it will not go out of style for another 100 years. Hu Kaiji thinksIn the current market environment, it can accommodate at least 3,000 health tea shops. After the new tea drink has gone through the volume of products, volume marketing, and volume efficiency, the next wave will be the window of opportunity for differentiated subdivided categories. At the same time, as consumers' health demands become more and more intense, brands that can break through the "popularization of health tea drinks" are bound to usher in a wave of dividends.