In the fiercely competitive coffee track, the struggle between Cudi Coffee and Luckin is in full swing, however, Cudi Coffee did not stop because of this, but aimed at the already mature new tea drink track, and launched a new milk tea brand - Tea Cat.
On February 2, the first store of Cudi Coffee's milk tea brand "Tea Cat" officially opened in Beijing Hopson Hui, and the store was positioned as a "human-machine collaboration store". The brand focuses on raw leaf fresh milk tea, focusing on the healthy milk tea track, with the lowest pure tea 9 yuan cup and the most expensive caramel biscuit milk tea at 21 yuan.
It is reported that the first store of Tea Cat is equipped with a human-machine collaboration system. It is composed of three parts: ingredient robot, production robot and food delivery robot, which can realize two states: attended and unattended. Not only does it reduce labor requirements and improve efficiency, but it also brings consumers a richer shopping experience by showing the production process, which is both practical and interesting.
Cudi Coffee's new strategy: price-performance ratio leverages the market
We all know that the competition in the new tea beverage market has already entered a white-hot stage, the market tends to be saturated, and major brands are looking for new growth points. Mixue Bingcheng and Gu Ming competed for the "second share" of new tea drinks, and Tea Baidao and Bawang Chaji jointly established a new company, and the concept of pure tea and fresh fruit tea is not new.
Cudi Coffee is entering the game at this time, obviously facing a huge challenge, but there are still opportunities. Every industry has new challengers and disruptors. Cudi Coffee seems to have found a way to expand rapidly, and that is to leverage the market through price-performance ratio.
In the current environment of consumption downgrade, consumers' consumption behavior is developing towards the trend of "buying the most cost-effective goods and services with the least money". Perhaps, cost-effective products are more likely to be favored by consumers.
At this time, if Cudi Coffee can create a cost-effective explosive product, it will undoubtedly occupy a place in the market. But achieving this goal will not be easy. Cudi Coffee is required to have a strong chain that can support the construction of the kitchen and the control of operating costs. It's an uphill battle, and if Cudi can overcome these challenges, it will largely determine its prospects in the new tea market.
Conclusion
In Zhiqi's view, Cudi's "Tea Cat" is a bold initiative, and the application of the "human-machine collaboration store" model has brought new development opportunities to Cudi Coffee, as well as new vitality and possibilities for the development of the new tea market. We look forward to seeing how they stand out from the competition and how they win consumer acceptance.
At the same time, it also brings us to think: in a highly competitive market environment, how can companies gain a competitive advantage through innovation and differentiation strategies? "Tea cat"Whether it can become a new hit, let's wait and see.
Here, we will share the successful cases of Zhiqi and see how Zhiqi can achieve brand growth based on insights and put forward differentiated innovation appeal points.
For example, RO reverse osmosis water purifier - Kevlon. In the promotion of new products, we aimed at the small, desktop RO reverse osmosis water purifier that has not yet been developed, and appealed to the concept of "installation-free RO reverse osmosis water purifier", which opened a precedent in the industry and led many brands to follow suit.
Foot strength fitness shoes for the elderly, appeal to "shoes for the elderly with suction cups", specially tailored for the elderly with aging function, unstable feet, easy to slip and wrestle, as soon as it is listed, it has been widely welcomed by the elderly, and has now become the first brand of shoes for the elderly.