Tea stores collectively celebrate the "Fat Year", what kind of grand scene is this?
Just after the Spring Festival holiday, some brands posted their report cards, and their turnover increased several times; There are small stores that counterattack and revitalize the ...... stores that are already dying
On major social platforms, this Spring Festival of the Year of the Dragon, the excited bosses, tired and paralyzed clerks in the bubble tea shops, and the consumers queuing up are intertwined into a "explosive" drama.
With a daily revenue of 150,000+, my bubble tea shop has come to life
32-year-old Wang Bin (pseudonym) spent 20 days before and after the Spring Festival to revitalize the small shop where he had posted a "transfer" sign.
Wang Bin runs a local tea brand in a county in Henan Province, which has more than 10 stores in Henan alone. The small shop is located in the sub-business area of the local snack street, and is only a small crossroads away from national brands such as Mixue Bingcheng, Chabaidao, Ancient Tea, and Shuyi Yao Xiancao in the main business district.
But in the past two years of operation, Wang Bin found that although the amount of the sub-business area is not a lot, butMost of the people who "eat and drink" have already completed their consumption in the main business district;At the same time,Brand awareness is not high, causing many consumers to watch at the door for a while and then run to Mixue Ice City.
The income is a little more than that of office workers", but it is far from meeting Wang Bin's requirements. In October 2023, Wang Bin, who had been entangled for a long time, finally made up his mind to post the transfer sign. However, due to the desire to "package and transfer", Wang Bin's small shop was not transferred until the end of the year. But what is surprising is that this "half-dead" small shop made Wang Bin completely experience the happiness of a burst order.
Wang Bin pulled out the store's turnover on February 14 (the fifth day of the first lunar month).Nearly 3,000 cups of milk tea were sold, which was "the highest value since its opening"., plus the clerk and the family who came temporarily, 8 people were busy from 9 o'clock in the morning to more than 10 o'clock in the evening. From the twentieth day of the twelfth lunar month to the ninth day of the first lunar monthIn 20 days, the total revenue of Wang Bin's store exceeded 150,000。"Almost double the turnover compared to the Spring Festival 2023"; "I feel hopeful all of a sudden."
Regarding the unusual popularity of this year's Spring Festival, Wang Bin concluded that first, the popularity accumulated by the store in the past two years isRegular customers spend frequently during the Spring Festival;The second is to undertake the crowd queuing up in the "Honey Snow Ice City".Consumers who don't like crowded queues are partially diverted to their own stores。What surprised Wang Bin even more was that there were new members who spent for many days in a row, which made him see hope.
02, the collective big explosion order, tea drink in the Year of the Dragon Spring Festival busy to "take off".
Wang Bin's small shop is a microcosm of the Spring Festival of the Year of the Dragon. From independent stores, small and medium-sized brands to super brands, the tea beverage industry has made a "super good start" in the Year of the Dragon.
The Spring Festival holiday has just ended, and tea brands such as Hey Tea, Nai Xue's Tea, and Sweet Lala have posted beautiful report cards.
Heytea: The sales volume of some stores has increased by more than 800%.
From Chinese New Year's Eve to the seventh day of the Lunar New Year, the overall sales of Heytea during the Spring Festival were hot, with sales in many stores increasing by more than 400%, and some stores increasing by more than 800% during the Spring Festival. In terms of products, a variety of single products sold more than one million cups during the Spring Festival holiday, including more than 2 million cups of succulent grapes; On the urban side,The top 10 cities in terms of sales growth are all non-first-tier citiesIn addition, Shanghai, Beijing, Guangzhou, Shenzhen, Foshan, Chongqing, Hangzhou, etcThe sales volume of Heytea stores in tourist cities ranks among the top 10 in the country
Source: Screenshot of the homepage of Heytea's official WeChat.
Nai Xue's tea: A number of franchise stores have a turnover of more than 450,000 yuan during the Spring Festival holiday
As the first Spring Festival after Nai Xue's tea opened the franchise mechanism, the business of its franchise stores has attracted much attention. In the report card disclosed by Nai Xue's tea, during the Spring Festival, Nai Xue's tea has opened more than 200 franchise stores, of which the monthly turnover of franchised stores in Hulunbuir, Longyan, Shangqiu and other places is as high as 700,000 yuan. During the Spring Festival holiday, Naixue's tea franchisees across the country ushered in a peak of business, with a turnover of more than 450,000 yuan in many stores. In the report card, Naixue's tea stores achieved a month-on-month and year-on-year increase in orders during the Spring Festival holiday, and the sales volume of some stores increased by 600%.
Source: Nai Xue's tea official Weibo.
Sweet Lala: The sales volume of stores nationwide increased by 400% year-on-year
In its 2024 Spring Festival sales data released on February 17, the sales volume of Tianlala's stores nationwide during the Spring Festival increased by 400% year-on-year and 135% month-on-month. Among them, the sales volume of stores in the three eastern provinces is even more outstanding, with a year-on-year increase of more than 800%. The popular item "Qingfeng Mobai Fresh Milk Tea" increased by more than 150% month-on-month compared with the pre-holiday period, becoming the top 1 sales volume of Sweet Lala Spring Festival.
Source: Sweet Lala Official Weibo.
Bawang Chaji: Some stores posted a report card of 2500+ cups of Sunrise through social platforms
Bawang Tea Ji Poyang Store posted a report card from February 12th to February 14th on its social account, making + cups of milk tea every day "recordally", and mentioned in response that the store started automatic tea-making equipment, with an average cup of tea out of less than 10 seconds.
This Spring Festival, from large chain brands to small and micro brands, they are all busy to "take off". Represented by the tea sector, the entire catering industry is also booming.
According to data from Meituan and Dianping, in the first five days of the Spring Festival holiday, the number of dine-in** orders in many places across the country increased by 161% year-on-year, and the number of orders contributed by consumers in other places increased by 186% year-on-year; In the same period, the "2024 Spring Festival Consumption Data Report" released by Douyin Life Service shows that from Chinese New Year's Eve to the sixth day of the Lunar New Year (February 9-February 15), the average daily consumption scale of life service industries such as eating, drinking and playing increased by 153% year-on-year, of which,Gourmet orders increased by 99% year-on-year
03, behind the explosion of orders and later, the conjecture of the Year of the Dragon of the new tea drink
Overall, the new tea drink is off to a good start in the Year of the Dragon, and the entire catering industry has also ushered in a new peak in sales. As Wang Bin said, I thought of being hot, but I never thought of being so hot. So, why is the New Tea Drink's Year of the Dragon Spring Festival report card so beautiful? Here, Sir summarizes three main reasons.
First, at the beginning of spring, the warm weather attracted people to go out of their homes to consume. Including the three eastern provinces, the weather during this year's Spring Festival is relatively warm. Even Henan, Hubei and other places that have not seen heavy snow for many years in the lunar month also ushered in sunny days before the Spring Festival, which provides good objective conditions for the popularity of offline consumption during the Spring Festival.
The second is Valentine's Day during the holiday, which also adds a fierce fire to tea consumption. 214 Valentine's Day coincides with the Spring Festival holiday on the fifth day of the first lunar month, and the Valentine's Day node merges the Spring Festival consumption desire, which makes this year's consumption performance in many fields such as catering and flowers particularly eye-catching.
Hey Tea Valentine's Day Event.
The third is the "homecoming tide + tourism fever", which stimulates the entire catering industry to become popular. As mentioned above, several brands mentioned tourist cities in their Spring Festival report cards. The domestic tourism boom during this year's Spring Festival has also become an important factor in stimulating the growth of catering consumption.
By reviewing the hot performance of the Spring Festival in the Year of the Dragon in the tea industry, we may see a more anticipated tea industry.
The first is the continuous growth of passenger flow during the Spring Festival, which allows us to seeTea consumption is trending towards a higher frequency, which has evolved into a category of rigid needs for contemporary young people.
The second is the Matthew effectAlthough it is difficult for small and micro brands to survive, there are still opportunities。Although Wang Bin's regional brand has only more than 10 stores, and the store scale has not grown significantly in the past two years, the cost-effective product portfolio still accumulates a lot of repeat customers for the small store. This is also reflected in the financing performance of new tea drinks in 2023. According to public disclosure information, small and medium-sized brands such as Meng Baibai, Rong Xiaoqiao, Camellia Tidbits, and Guo's Huadan Tea have received financing. With the support of capital, the tea track may be able to run a new dark horse.
The third is to explore new opportunities in the sinking market。The report cards of brands such as Hey Tea, Nai Xue's Tea, and Sweet Lala are all in non-first-tier cities. The Spring Festival report card of major brands once again proves the potential of new tea drinks in the sinking market from the side. In 2024, the explosive power of the sinking market may be further stimulated.
Sir said
The Spring Festival has passed, but the performance of large-scale and high-intensity orders during the Spring Festival has brought a more far-reaching impact on the tea industry. In the short term, the Spring Festival exploded, which enhanced the business confidence of tea drinkers; In the long run, the multiple signals released by the Spring Festival explosion are confirming the continuous growth of the entire industry, so that the new tea drink shows a richer imagination. After the "good start", the new tea drink officially opened the year of "dragon and tiger leap".