Solution of article Piao egg does poineering work (Manjiechuangye)
3 years two ago, a lot of people say to think a cafe, but the fact proves to cafe opens a compensate later, profitable cafe has astral Buck, Costa only such head brand.
These a few years, a lot of people say to consider a tea drink shop with me again, because be fond of all day long of doorway of tea of tea, Nai snow の , little,discharge big cue; Because alley of answer tea, antler is trembling sound is worthwhile going up is hot whole world; Go up because of a business street, opening a flock of tea drink store side by side, it is to make money necessarily so and should be profiteering industry, how does so much person do otherwise?
PAPI sauce: The schoolgirl drinks the sake of tea with milk countless times
This deepness evaluates an article today, we are visited and crouch defended 10 many brands and inn of more than 30 doors, visit and consult practitioner of trade grass-roots unit and old artillery piece, get finally and spend the answer that the woman differs completely.
Be as follows next problem, we will let you get the result:
1, what does the secret that tea of happy tea, Nai snow の , little queues up have?
2, tea of happy tea, Nai snow の , is what describe like news really sudden huge profits in that way?
3, join in little, COCO, happy lemon, what who earns is more?
4, why answer tea and antler alley can is the instant hot the whole world? But join in they, is letting the person of 99% however principal is not had return?
5, is the tea drink tomorrow that place of the tea of happy tea, Nai snow の , happy happy tea, little, COCO, leaf that boil sets beforehand what kind of?
6, if future is of tea and coffee,compete, is what then they compete the standardization that supplies catenary end or the competition that consume perception after all?
7, the terrible power of tea water industry -- quick action company is the vitality that how hurt this industry, what do you have is method identifies and avoid cheated risk?
8, if must make brand of drink of a tea, perhaps join in card of drink of a tea, what note is there?
The content below may need to take up you are 30 minutes, but after 30 minutes, you will be a friend in the circle most the divine level figure of industry of water knowing tea (the proposal is collected) .
Join in how many money little, COCO or happy lemon can earn?
Little calls 50 haze originally, founded in Taiwan 1994, there is store of 600 much doors in complete Taiwan, it is the trademark of tea with milk with well-known Taiwan.
2010, 50 haze march the mainland, lead preexistence Shanghai set up shop. But the mainland was in early to register with respect to somebody 2006 " 50 haze " brand, the renown name that lends it does tea with milk. Then this authentic Taiwan 50 haze are forced incognito into " little " , manage at establishing rooted meal 2011 (Shanghai) limited company.
2015, little is in the mainland with every month set up shop 20 speed is fast and outspread, in 14 provinces such as Shanghai, Zhejiang, Shenzhen, Guangzhou city opens sheet inn joins in and partial section accredit.
Current, little whole nation has 2000 store, among them Shanghai has many 400 store, hangzhou many 240, chengdu 200 inn. Mostly bustling, the circumstance of platoon leader team is common occurance more.
Why is little development so rapid and quite welcome?
In Beijing on-the-spot seek by inquiry is mixed crouch guarded 3 store, shop area is in on average 15-20 square metre, be versed in in counterjumper 6 people are controlled, because of,we discovered its Central Plains.
1
Standardize operation and clear optional location strategy
Let us visit the standardization operation of little first.
1, exterior design
Door head regards mass-tone as tone with composed and classic Chinese ink green, give a person the sense of health of a kind of green, also be concise inside inn, decorate a style unifiedly.
2, the display inside inn
The cent inside inn is the hutch after antechamber is mixed, antechamber has a counter that order meal, two L form is operated stage, the tea bucket that 7 different taste put on the stage and grandma lid bucket. Another half position puts ice cube bucket, cup, enclose machine, other in part has two to clean a pool. There are two freezers and an ice cabinet inside inn. Hutch basically puts raw material after.
3, product
Little menu cent is good to search tea, look for mouthfeel, look for tea with milk, look for fresh, black tea to take iron 5 kinds. Average price is in 13-18 yuan. Closer than price of answer tea, happy event tea civilian, pol of OK still and free choice, whether to add ice, add the burden such as fruit of pearl, boob, coco freely.
There are Logo and government-owned net address on the product box that pack, remind on cup lid have drinkable time, whole still abides by concise wind. As we have learned, little winter uses white paper cup, summer uses thin plastic cup, cost 3 wool money.
This kind gives priority to menu to classify with the shape that defines oneself, satisfied the client's different taste requirement not only, return naturally to undertake classified diversion to the client, occurrence evaluation little is more on the net " conceal menu " upsurge. Additional, every season can roll out little row of a new strain, recently is black candy series.
4, service
Counterjumper can laugh to say to welcome aboard, can put on the side of the stage that order meal taste when Ji Xin, when ordering meal counterjumper can be recommended taste newly, inquiry whether demand, if the client refuses, counterjumper can say " irrespective " .
Can tenderness still smile to a few cent candy enquire when ordering meal? Add ice? Size cup? Whether to bale? The both hands when giving small bill and drink is given on, when the client leaves store, all employee can cry together, thank presence.
All employee wear gray coverall, take green cap and apron, the whole process that make is transparent and visible, clean sanitation, the shopping experience that gives a person is good.
5, optional location
Garrison with COCO market is different, little optional location basically is centrally near group of subway station along the line, trade, the inn side the street that office building collects the ground, garrison rarely bazaar, individual bazaar inn is the inn that joins in business leaves.
Because little is right,this is of mark it is tea with milk of Mu of unified A Sa, when hope client gives the subway, it is bit better to oneself to can spend 13 yuan buy a cup of little, is not convenience by inn the flower buys tea with milk of Mu of Sa of a bottle of A 5 yuan.
2
Why can you queue up?
Every go little queues up surely, long criterion 40 minutes, short criterion 20 minutes. Those who queue up is around office worker or shopping person more, 80% for the female, the age is in 20-35 year old.
Why to always queue up? According to this seek by inquiry discovery has at 4 o'clock reason:
1, the time that make is long
Of inn of traditional tea with milk the stage is " one word " arrange, all tool equipment is on a line, can give sheet quickly so, efficiency is tall, 30 seconds influence the average time that make. And of little the stage is L model, operation area is large, the tool that make is dispersive, often see counterjumper is to-and-fro so, the time that make needs 1-3 minute, reduce efficiency greatly, bring about a client to must queue up.
2, define menu oneself
The counterjumper in the process that nod sheet should enquire the client's taste ceaselessly. When make, every customer demand is different, can make by one person whole journey only, should add ice again, add a grandma to want to enclose again, produce photograph comparing with COCO automation line, the little time that make is longer.
3, extend latency time of purpose
According to the friend that works around little understanding arrives, client a long time, counterjumper informs the frequency of engaging the load is taller, almost every number can cry. But when the person is little, counterjumper informs engaging the load frequency is reduced.
4, from numerous psychology
The Chinese likes from numerous follow suit, the person that had not drunk little sees people is forming a line, be attracted very easily to go to be discharged accordingly. This lets a person feel little is bustling.
3
Little, COCO, joy joins in citricly policy and actor inferior position
Inn of the SOHO outside be being built with area of little Beijing rising sun is exemple, the line falls to sell 1000 cups everyday, by all valence 15 yuan / cup calculate, a month sells 45W. As we have learned, 1/3 what total sales occupies only below the line, those who remain is outside sell. So month total sales is 135W.
And inn of the SOHO outside building hire of 20 square metre month 30 thousand, 12 employee, salary 5000/ person, calculate come down chummage and personnel cost every months 90 thousand. Deduct tea water industry again the loss of 5% and content spread cost, join in cost 800 thousand. Profit of net profit of industry of general tea water 15% , little is built outside profit of SOHO inn net every month is 160 thousand, the net moistening with water of 15% makes the same score prep above industry.
And a month can sell store of COCO5 road junction 1 million. Under photograph comparing, little more make money.
So whole is told, join in little, COCO, happy lemon can make money, but understand according to us, want to join in actually, can encounter many problems:
For example: Although little is opened join in, but it is very difficult that application rises, our first-rate friend, he himself does tea drink shop, the old artillery piece that is this industry, financing is abundant at the same time, dot resourceful, but application form referred 9 years to also do not have any replies.
For example: The only store with current COCO joins in and area accredit is basic already saturated, the point that can drive this namely had left, if you want to join in, can wait for others to make over only, but this kind of probability is very small, because COCO still can make money.
For example: Happy lemon still can join in, but its brand canal accuses, operation superintend and director guides very strict, relevant battalion closes calculating a model also is very rigorous, join in business does not have too much ascendant space almost.
Is be fond of tea sudden huge profits really?
Queue up two hours, go up to be fond of tea readily to drink only, it seems that only ability of tea drink card accomplishs such grand occasion.
2017, happy tea has his moment network, the platoon removes long dragon at the door, most fire when, a cup of 30 yuan tea is fried by ox turn over times. Regard Asamu as the cerebral damage pink of tea with milk, to make report of this special subject, my specially nodded tea of 3 cups of happy event in beautiful group, add up 85 yuan, because do not have,sell, can let person run errands only, do legwork expend 17 yuan, when final tea sends, I still reach 80 yuan buy on sb's behalf cost.
3 cups of tea, I spent 180 yuan. Expensive to your person suddenly tongue, make me jealous.
But do you say I can be nodded again? Never.
What so we should think is, how is be fond of tea to accomplish let so much person " scramble for sth " ? How many money can happy tea earn after all? Can you go much further again?
For this, we are on-the-spot seek by inquiry the tea of 4 happy event of Beijing, see essence through the phenomenon together.
Happy tea is in 2012 door of traceable Guangdong river, be called emperor tea formerly. As a result of " emperor tea " cannot register trademark and mountain fastness inn is numerous, emperor tea is incognito to be fond of tea.
Government-owned net data shows, happy tea has 181 in the mainland, basically distributing wide on north deep, hong Kong 2, singapore 2. Completely self-supporting, do not accept join in.
1
Is condition of true inn of door happy tea such?
In July 2017, happy tea leaves into Beijing. Introduce the emphasis two inn of Beijing below.
Look far, style of white of the whole inside inn. The spot nods eat to queue up to be not worth 10 people, place area has 50 people about. The men and women compares 46, the youth is in the majority, also one part person is bringing a child. They three accompany, rare the person that go alone, some is sitting to chat drink tea with milk, some is in take a picture, some is in wait for eat.
With shopping centers other place is compared rise, the person in inn happy tea is more.
stage area makes an appointment with 10 ㎡, the spot has 17 staff members about, there is expression on face of two member that order meal, also give without both hands on monadlist. 10 people left and right sides is squeezed in narrow area to make drink. Calculate through interval, average one minute can give 4.5 cups.
the sale on the stage is worn desert, we did not see during the spot somebody is bought.
Shopping centers has store of two tea with milk additionally, all be not well-known trademark, one is in 3 (cinema doorway) , one is in lose 1, the position is inferior to be fond of tea. There all are two shop assistants inside inn, offer 30-40 tea drink category, simple cup price makes an appointment with 12-20 yuan. Although have price advantage, but bright somebody patronage.
This inn is inn of happy tea black gold, department of the mass-tone inside inn is black. The triangle is shown inside inn, the position that relies on a wall still has a shelf, put a few recreational magazines. Have a few pieces of sofa, can sit 15 people left and right sides, two side have two pew each at the door, can sit 20 people left and right sides. Inside inn more clamorous, suit to shop tired when sit.
The person of 3 lis of collect on the weekend is very much, inn happy tea has 60 people left and right sides, about 25 people are queueing up, the female is occupied 70% the left and right sides. The doorway has 3-4 renown ox to be in draw a customer, need not queue up one cup increases price 10 yuan. Calculate through interval, average one minute gives 3.8 cups.
Toward north 100 meters 3.3 edifices have a happy happy tea downstairs, 50 ㎡ control storefront. Happy happy tea advocate make fruit tea + soft Europe bag, 19-29 of price of simple cup tea yuan, soft Europe wraps a 15-28 yuan. Be the same as time explore inn almost, happy happy tea appears hotter, queue up 50 people above, give priority to with the female.
The door inn that is fond of tea appeared basically the following 4 characteristics:
1, optional location
Deflection happy tea is encircled at top-ranking business second-class the position. Door inn majority leaves in shopping centers, but specific place is in in corner more. These positions can hold client discharge concurrently namely, can ease cost pressure again.
For instance phoenix collects shopping centers inn to leave in a corner, place area is set in public division, open type partly, although be near the doorway, but this are not passenger flow to measure the biggest entrance. Store of sunny exultation city opens next door astral Buck, place area is in on the side of the stage, area is irregular, by shopping centers public division is transformed and come.
2, dimensional decorate
4 inn of seek by inquiry have 3 the home is indoor advocate fundamental key is white, inn of black gold of 3 lis of collect is given priority to with black department. Besides, happy tea still has pink series store. Whole designs brief vogue, place area places on a few pieces of desk and chairs can.
3, guest discharge
4 inn are in fastigium all has on the weekend queue up, 25 people control cue, short team 78 people.
4, product category
30 sheet are tasted, include the variety such as Zhi person, fruit, mostly monovalent 25-32 yuan.
2
Be fond of tea to make money? How many money can you earn? Why to make money?
The answer is affirmative, but whether be sudden huge profits, it is clear that we can help you calculate one by one.
According to happy tea author Nie Yunchen discloses, inn of door happy tea gives a cup of amount on average nearly 2000 cups / day, of all but of turnover of only store only month can achieve 500 thousand, be in on average 1 million above.
A deepness has contacted the trade public figure that is fond of tea to tell us, battalion of month of inn of city of exultation of rising sun happy tea closes about 3 million the left and right sides, lunar battalion receives Beijing's general storefront can accomplish 1.5 million - 2 million. And the gross profit that is fond of tea is probably 50% , be in below the circumstance that average of net profit industry controls well 15% , be fond of profit of net of tea only store to be able to be accomplished namely 225 thousand - 450 thousand.
From the point of on-the-spot seek by inquiry, concrete barracks receives data to differ not quite. Simple estimation, give food by round-the-clock saturation, business hours came early at 10 o'clock late at 10 o'clock, minutely calculate by 4 cups, simple cup is calculated 30 yuan, battalion of a day closes to be 86 thousand yuan about, a month makes an appointment with 2.6 million yuan.
Be sudden huge profits? Appear and publicize without the network so surprise letting a person. And the grow in quantity as storefront happy tea, will naturally spread out the running water of small odd shop.
Additional, in March 2018, the financing of several yuan of A+ annulus that tea of Nai snow の obtains day of graph endowment competence to cast, appraise value achieves 6 billion yuan; In May 2018, the financing of 400 million yuan of B annulus that is fond of tea to gain sth used to one's own advantage of Long Zhu of fund of the estate below beautiful round banner.
So, as the brand square, happy tea can make money, a person operating from within in coordination with outside forces of short time also should not lack cash.
3
Be fond of the advantage of tea
The largest dominant position that is fond of tea still is the brand potential energy that sale ability brings.
Happy tea is very active on gregarious media, at this late hour, the spot still has storefront after a few people take tea not be to drink for a short while, pat friend of issue as before to encircle however. Other trademark is likened to this hard.
Happy tea also is making the brand culture that belongs to his, for instance with 100 sparrow antelope, Du Lei this, be able to bear or endure the gram begin relevant collaboration, still wait for a brand to roll out Emoji theme activity in all fools' day with the wife of a prince of bureau of Kun Shilan tourism, Bei Ling.
And the trademark is well-known degree tall, can bring 3 advantages:
1, guest discharge, this is the directest
In the tea of 4 happy event of seek by inquiry, every are to explode full, number queueing up reachs 30 people.
2, the place with can be taken better
If the brand can be shopping centers to bring guest discharge, land agent more deflection at choosing it. Accordingly, the brand just has stronger bargain capacity, can take better place with lower rent. Cc nots the example that the bookshop is a model. As we have learned, the rent that land agent gives Xifufu is low 10% to market price, accept even avoid hire, the mode that divides only. Nie Yunchen ever showed father happy tea, happy tea takes a shop hire is general very low.
3, the bargain capacity that increases pair of upper reaches suppliers, take high grade raw material with lower price
To maintain stable mouthfeel, tea drink inn must have the supply of goods with stable quality to supply. As we have learned, happy tea has his tea garden, still with many tea suppliers deepness cooperates, not only contributive improvement tea cultivates an environment, return the product requirement of basis oneself, to the supplier custom-built raw material.
4
Be fond of the problem of tea
1, although the product is rock-bottom code, but did not form competitive barrier
Person grandma builds the Zhi that because research and development goes out,is fond of tea have one's moment, but product taste cannot become its dominant position however.
Grandma of tea of all sorts of tea with milk that our blind measures contrast to cross all sorts of brands, fruit, Zhi person builds tea, if the product of regular brand is drunk actually,go up only distinction also is not very big.
This and eat are fed kind differ somewhat, a cafeteria, chef level is deciding dish to savor taste, be imitated very hard by other store. And tea drink is imitated very easily, recipe happy tea needs a few to be able to be bought only on the net, the tea taste difference of different brand is not big. Because adversary is imitated, tea of Nai snow の and Ceng Zaipeng of author happy tea are friendly circle each other rancors...
Additional, taste also cannot foster the faithfulness of a client to spend. People goes cafeteria has a meal, as long as delicious, before be willing to take a taxi from very far place, come, queue up 3 hours to be able to be borne. And people buys tea drink normally more optional, ramble to be drunk in inn, go technically to drink a cup of tea rarely an inn.
But happy tea is on product innovation ability, from the point of current result, it is summary prep above other trademark, so always a batch of person is willing have a taste of what is just in season.
2, relying on what sale brings with flow giving food to queue up is temporary only
The exciting threshold value of consumer will be higher and higher, resemble drinking, new personality is drunk low spend wine to be satisfied, old artillery piece must drink high wine to just have a feeling. Happy tea just began to make explode paragraph, everybody still can be interested, queue up to buy. Below this kind of circumstance, consumer is to follow suit more consumption, be not rational behavior.
Happy tea has 3 store only at present in Beijing, still belong to the rare product that be short of a gender, flow is so large, if Beijing has tea of 50 happy event, won't so much person queues up, discharge was dispersed.
But explode the paragraph is done much, originality spends cannot infinite upgrade to increase, everybody can become eventually without feeling. At this moment, consumer can return to reason. Happy tea most fire is in 2017-18 year, 2017 shop of 3 lis of station of Beijing, two hours of ability should be discharged to drink when the person is much on. But now, half hours of less than is no problem basically, queue up far before be inferior to hot.
Additional, analyse according to us, although the circumstance that happy tea queues up may not be employ a person to queue up every time, but be to the brand runs way just. For example, queue up to distribute a line, queue up to obtain order first, queue up to order meal again next, final ability is to take meal, as hospital register. Be in so a few hot spot, meeting occurrence ox at the same time number of buy in and sell at a profit, buy in and sell at a profit buys meal little ticket, drink of buy in and sell at a profit the circumstance of 3 kinds of products; Additional, outside be fond of branch of tea greater part and be being done not have, sell, can consume to inn only, this also was to increase to queue up circumstance.
3, increase as door inn, ability of only store gain will naturally drop
Happy tea is hot, rely on sale to drive on one hand, it is door inn on the other hand little, outside debutting, sell, next can online buying. So once increase door inn amount, the guest discharge of only store drops necessarily, and door storefront is accumulated bigger, pull low level ground effect, appear likely even deficit.
4, outside doing, sell, the price does not have an advantage
After leaving market environment, outspread outside arriving, sell, he Lele tea does not have tea of happy tea, Nai snow の advantage, the biggest reason is the price. To most white-collar, ten money nod a cup of afternoon tea to still can be accepted, but should drink a cup of afternoon tea with the price of eat of a job, let a person flinch. And ten tea and the photograph of 229 are compared, do not drink give a difference.
Be in ten this interval, tribute tea, little, COCO can wait for a brand. 13-18 of their simple cup price yuan, sheet sells to be able to accomplish 55 outside be being mixed to inn sheet. City of exultation of Beijing rising sun tea of a tribute, storefront 20 ㎡, 78 employee, a year of income 600 much, net profit is in 200-300 10 thousand.
The group that occupy the United States comments on data to show, 2018 meal brand heats up search TOP10 in, little is to go up exclusively the tea water brand of a list of names posted up, other it is the snack brand such as Kendeji, Mcdonald's.
The place on put together is narrated, be fond of tea earn money, but be by no means sudden huge profits.
Because tea of Nai snow の , happy happy tea party has soft Europe to wrap more make money?
2015, tea of Nai snow の founds in Shenzhen. It advocate the drink that make tea and soft Europe bag, simple cup price is in 22-32 yuan between, soft Europe wraps 16-24 yuan. Current, tea of Nai snow の and its sister brand " the stage is built " there is 279 doors store in countrywide altogether.
From the point of on-the-spot seek by inquiry, the rising sun has tea of a happy event near exultation city, tea of の of snow of a Nai, two are tightened be next to. Happy tea leaves inside bazaar, tea of Nai snow の leaves outside bazaar, in an independent second floor. Can judge guest discharge to be inferior to bazaar roughly inside.
Tea of の of this Nai snow hired two, the area is in 300 ㎡ above, superstratum is place area, take outdoor balcony. Be worth what say is, the inn of Nai snow is average the area is controlled in 260 ㎡, and happy tea is in mostly 100 ㎡, smaller even. That day when seek by inquiry, happy tea queues up 20 people left and right sides, tea of Nai snow の nobody queue up, the person more that enters store pays close attention to soft Europe bag.
Another is located in Xizhimen triumphant heart Mall inn, saturday afternoon at 6 o'clock, passenger flow fastigium, queue up to be not worth 10 people.
Of course, district is different, the situation is different also. Tea of Nai snow の entered Beijing in December 2017, later than be fond of tea 5 months. At present tea of Nai snow の has 8 store in Beijing, happy tea has 15, almost one times less.
Be in Shenzhen, tea of Nai snow の has 61 store, happy tea has 46 only. Among them more than 20 both sides leave together, 100 can have happy tea inside rice tea of Nai snow の , resemble like there is Kendeji on the side of Mcdonald's.
In bazaar set up shop has a characteristic, the fixed position that is tea of Nai snow の , happy event tea, Le Le tea and price differ very few, a bazaar had among them after a brand, won't reelection is additional. And the position with northern significant city is occupied, tea of Nai snow の is very difficult redo comes in.
Occupy the personage inside course of study to divulge, tea of Nai snow の is most inn not gain, small perhaps gain. But also media coverage says, nai snow is all store is only already inn gain, but profit margin is quite low, because cost of tea of Nai snow の is higher than be fond of tea,this basically is. Main reason is in the following two respects:
1, chummage cost
Storefront of tea of Nai snow の is average area 260 ㎡, inn area is in great majority happy tea 20 ㎡ - between 100 ㎡. On the design, the investment of tea of Nai snow の is higher also, for instance some inn ask foreign stylist to make the style of luxury inn.
2, the cost that soft Europe includes is higher than tea drink
The personage inside course of study discloses, the wool interest rate of tea is made an appointment with 70% , and soft Europe bag has 50%-60% only. Because make soft Europe wrap the hand more of demand, make baker, tangent plane wrap division to wait a moment, build central plant even, deserve to send also need cost. If be made in inn directly, need bigger storefront, chummage cost can raise again. And the sales volume that addition cost can not rely on soft Europe to wrap will make up for, that is to say, soft Europe bag can play effect of low whole level ground.
Tea of Nai snow の built central plant in Shenzhen, cover an area of more than 10 thousand square metre, can make be machined at the beginning of fruit, semi-manufactured goods and dough, after making a semi-manufactured goods, unite again distribute door inn to have the spot roast. In door inn concentration spends inferior place, what tea of Nai snow の uses is before the form of the factory after inn.
But in future, tea + soft Europe bag is a trend probably.
The truth is very simple, take a package single-handed, take tea single-handed such setting is very reasonable. Tea and bag are a pair of collocation, a sale can raise guest unit price. Unit price of only before settle or live in a strange place selling tea is controlled in 45 yuan (one sheet two cups) , 80 yuan or so can be achieved after increasing soft Europe to wrap. According to 36 krypton report, tea of Nai snow の is in Shenzhen average 1 cup of tea can sell a package of 1.2 soft Europe, the inn month run with good outstanding achievement closes can achieve 2 million.
Happy tea also once had tried to make soft Europe package, 2017, be fond of the store that tea opens in Guangzhou Hui Fudong road is tea + soft Europe bag sets a sale, inn is called happy tea to heat up wheat, the factory after the inn before using produces pattern.
Tea of Le Le of card of another tea drink also is tea + the form that soft Europe includes, happy happy tea founded 2016 at Shanghai, rely on dirty dirty bag to have one's moment network, there are 23 stores in China at present. Unit price of drink of happy happy tea and tea of Nai snow の , happy event tea is about the same, soft Europe wraps monovalent 12-20 yuan, about ten sheet are tasted.
Happy Le Chaceng published a group of data external: After the brand establishs 16 months, order of happy happy tea already exceeded 2 million, day all order exceeds 10000 sheet. Happy at that time happy tea has 10 doors store, be equivalent to average every inn-keeper everyday 1000 sheet.
Besides tea drink inn, bakery also can try this kind of mode, after all the profit of tea drink is higher, the soft Europe below biscuit neologism banner wrapped brand wheat storehouse to add fruit tea element.
Occupy the personage inside course of study to divulge, sell tea the kind of drink with desert conveniently, shop is taken more easily in bazaar. Tea drink inn and cafes sell water, land agent can give astral Buck good seat normally.
The gain ability of the tea of Nai snow の that added soft Europe bag, happy happy tea did not get exceeding anticipated promotion, raise level ground effect to remain them next the oldest course.
Additional and special remind, tea of happy tea, Nai snow の , happy Le Chaquan is self-supporting, not open join in.
On the net, can search information, but be a holiday. And the brand that is fond of tea all the time by mountain fastness. In the caption of government-owned net, happy tea emphasizes only official net.
Why answer tea and antler alley so fire, join in business however is principal had return?
Mention brand of net red tea with milk, must carry answer tea. Because tremble,serve as news is the hottest 2018 card of drink of net black tea, answer tea once joined in inn is as high as 500, enclothe 27 province of countrywide. Depend on 20 small video, 2 short month, qiu Han reaped 350 thousand vermicelli made from bean starch and 1.13 million assist for answer tea.
After one year is being lain between when, how does answer tea develop?
This is us most first the inn of two answers tea of seek by inquiry, inn of the SOHO outside face did not open the door do business, inn of the SOHO outside building is early close before half an year made over shop. A few inn that follow visit are not closing is the map shows have, cannot find actually however.
1
Does answer tea earn do not make money?
Good find an answer tea store that doing business not easily, the position is by mansion of a business business, the inn side the street of 8 square metre, the two people in inn. The boss was spent 50 thousand join in cost, those who join in is the answer tea of Guangzhou. Headquarters besides close join in expend and receive payment for goods first, groom the product is made outside, later period does not have bother about again.
As we have learned, goods cost is taken in headquarters very tall, cost of a cup 1.5 yuan, the ink box of the answer that print needs 300 yuan, all compare market price tall, so later period of a lot of businessmen takes money outside secretly, headquarters also without giving thought to.
Have even join in business says, not necessary join in answer tea, because of headquarters besides close join in cost and the first batch of money of raw material, what without giving thought to, feeling very hole.
This inn chummage 20 thousand / month, employee 1 person, salary 4500/ month, what Chun Xia sells is good, a day 200 cups, every cups 25 yuan or so, 12 months are answered basically this, those who earn is not much, nod by force a little than going to work.
We follow visit again, found somes big, the answer tea inn that doing business. Shop is located in division of office building office concentrated ground, also be street edge inn. The area has 25 to make the same score rice, chummage 26 thousand, 4 employee, the running water when the business is good 10 thousand / day, when difference 889.
What this inn joins in also is the answer tea brand of Guangzhou, it is an area factorial, acting cost is 1 million, did large half an year to answer this. Periphery is office division, some companies are ordered is 300 cups two, plus unit price tall, the business is so good. Now because join in business oneself reason, shop wants to turn, transfer cost 550 thousand. If be made over by headquarters,be 870 thousand.
Besides acting cost, headquarters can send superintend and director to guide will coach the examination runs a state, and just can differ according to north and south taste, research and development of every 3 months 20 a variety of taste newly, method of research and development goes namely the masses is commented on " draw lessons from " happy tea explodes currently article.
2
Why does answer tea big batch close down?
Our altogether seek by inquiry inn of 7 answers tea, only 3 do business normally, other not be to close to be made over namely. Drank tea of so much answer, feel not consistent drop has nodded the product to drink sincerely, those who use is bag of make tea, and the price is expensive, all be in 25 yuan / cup above, so called augur, also be the chicken broth word that computer makes randomly, do not have too much surprise.
When seek by inquiry, encounter conveniently of answer tea counterjumper to throw strainer in clean a pool, wholesome situation is bad, inhospitality of attitude of attending to guests. Join in fumble when headquarters in respecting, want what to conceal, but this business is quite good still, the likelihood is the position be encircled in business and office division is concentrated the ground.
Why the 3 inn fascia of our seek by inquiry is different, does the design decorate storefront product flow not just the same? Because they join in, is same far from an answer tea.
Another this is tea water industry painful -- brand.
Tea drink product duplicates easily without camp, and Chinese brand is registered unusually slow, so often fire of card of drink of a tea, but brand was not registered however come down.
Below this kind of circumstance, join in the psychometry of the domain is measured -- quick action company is met the situation with the as sudden as lightning is duplicate piece exactly like inn, enrol business in the whole nation next, their loiter all sorts of brand potential energy, go making false commitment, the person that wants to do poineering work is very easy before this powerful ability that enrol business and tremendous temptation join in.
Answer tea and antler alley were not registered come down brand, if join in, the risk is very high. Because do not have brand,be not just, more important is, company of this kind of quick action imitates the brand that come out, do not have ability of innovation of product research and development, also do not have storefront operation management superintend and director guides group, support a system without back end service more, even a few supply chain repeatedly not complete.
Of course, the answer tea that shaking phonic fire to rise and antler alley or some are different.
Of answer tea hot because tremble,be sound, below the circumstance that does not have any product camp, because of a sale play the law is known by everybody, this broke away from commercial essence completely. The tea of mountain fastness answer that rises quickly also be exactly the same.
Antler alley itself is brand of a Taiwan, because one " delicacy of bolus of black candy deer is suckled " fire rises, open straight battalion store in succession in 11 areas such as Shanghai, Shenzhen, Guangdong, Beijing, Zhengzhou or copartner inn. The storefront inside year will enclothe city of line of more just a little popular business exceeds, amount of predicting door inn comes dilate 50. Did not open any joining in, if you joined in antler alley, that must be false. Complete China has alley of many 3000 antler, 99% be a holiday.
As we have learned brand of antler alley mainland wants when ability of the beginning of the year was registered 2019 come down. After waiting for brand of mainland of antler alley tea with milk to apply for to come down probably, will open join in. And those joined in the inn of alley of mountain fastness antler, can be hit false.
Below this kind of circumstance, quick action company so doing is hole not just join in business, great still destroy market environment. Because join in the amount of business is so much, these cheater brands overdrew to join in the amount of business and capital, bring about little, happy happy tea, tribute tea the development of these regular brands suffers be restricted, join in trade measure decreases, the industry grows slow down.
Are all nets then red cannot the brand join in? May not, but the risk is extremely high.
General the lifecycle that red brand of a net also goes to 1 year with respect to 6 months probably, can earn the fast money of 6 months namely, meet later be washed out quickly by consumer. If you can be rapid while fire rises,so set up shop makes money quickly, from profitable angle can consider.
But usually, when waiting for us to know, this net red brand has reached peak basically, and wait for you to choose good address, had decorated, had groomed, small half an year went when practice.
Is tea water industry talking " the 3rd space " what be after all?
Inn of the earliest tea with milk is called " pulverous times " , use tea pink and grandma essence to undertake ticking off add namely, this kind of tea with milk also does not have a grandma without tea namely, there are a lot of low ends now snack still also sells this kind of tea with milk in collocation.
As COCO, joy lemon enters the mainland and rapid development rises, tea water industry was entered " street times " , the brand that includes little inside also is the delegate of drink of this type tea, because the optional location strategy of these inn is street edge small shop,calling street the times is, corner can be encountered. And their tea is tasted also use ＋ of bag make tea to suckle essence of life mostly.
The competitive body with a few old main brands of this times is right now on the competition that suckles fragrance, go up to suckling the competition of the brand of essence of life namely, inside very long period of time, only old brand ability bespeaks the essence of life that make a grandma. But as essay card rise abruptly, the manufacturer suckling essence of life that supplies catenary end is produced can abundant, the quality suckling essence of life of essay card also can be done very well.
This ability had present " new-style tea drink " , little is the first brand that uses tea of original part of a historical period to become base, what use namely is positive tea comes extractive. Better to obtain mouthfeel, grandma essence became bright grandma, conserve became fresh fruit, also had grandma lid, the tea of the innovation such as Zhi person is tasted.
Say like our preamble place, do a shop of good tea with milk now, the product is good drinking is rock-bottom code, besides good drink, it is good to be returned good-lookingly share good value good sale. Below this kind of premise, tea with milk of this industry have a fatal weak point, it is the product cannot form competitive barrier, precede at most time of ten days.
So the competition of what should this industry the next be? They found a term jointly, be called " the 3rd space " , be opposite namely mark star Buck, with the comfortable dimensional design that has design feeling, go doing socialization, do culture, make brand intention, while promotion guest is monovalent, sale periphery and culture.
1
Tea of happy tea, Nai snow の advocate hit random sex to consume " the 3rd space "
In a few inn of on-the-spot seek by inquiry, have an appearance notable, the spot has single person to buy rarely, it is gang of two people above. It is to ramble mostly bazaar became tired, come in buy those who drink, sit a little while incidentally.
Be based on this consumer setting, be fond of what tea goes is " the 3rd space " course, door store opens into shopping centers, the area increases 100 ㎡, set place area. And area of tea of Nai snow の is larger.
Still call emperor early tea in happy tea when, those who go is the mode of street edge inn, storefront 20 ㎡, effect of pursuit level ground is the biggest change, but the effect is ideal however. In street edge inn condition of this kind of industry falls, a bit older brand is stronger, for instance tea of COCO, tribute, COCO can open many 3000 in the whole nation, a lot of bits occupied, this kind of new brand has happy tea very hard again the opportunity is cut.
Astral Buck is same advocate hit " the 3rd space " , but the goal that both user consumes is different however.
Happy tea leaves in shopping centers, customer comes is to shop more in inn tired, come in have a break, random sex is stronger. And a lot of store open astral Buck in business affairs area, if see a friend,consumer enters merchant, talk about the job to wait, purpose sex is stronger.
Although also because shaking circle of sound, friend to see happy tea,somebody is, taking a purpose to buy, but that most is to follow suit consumption, sale heat come out, consumer returns to reason, more it is random sex consumption.
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The leaf that boil, because of flavour tea advocate hit purpose sex to consume " the 3rd space "
In tea water industry, "The leaf that boil " and " because of flavour tea " same advocate hit " the 3rd space " , and their user consumes a purpose more Buck resembling a star, talk about collaboration and socialization here.
The leaf that boil held water 2015, announced to obtain A annulus financing in Feburary 2019. Have 9 store only at present, beijing 6, xi'an 3. Among them Beijing leisurely the Tang Dynasty the store of shopping centers is the largest, cover an area of 300 ㎡, other all be 150 ㎡ left and right sides.
At present the leaf that boil is making work drink 27, major unit price is in 34-45 yuan between, bixingbakelue is expensive. Drink cent is 3 series, raw ingredient tea, traditional make tea; Gust is boiled, tea adds beautiful fruit to boil make and become; Flavor tea, with Yuan Xie tea is base, join beautiful fruit, milk to wait flavor. There still is many 10 sweetmeats inside inn, price 18 yuan, differ 36 yuan. At the same time also sale tea and tea service, mostly tea price makes an appointment with 98-168 yuan / 100g, tea service price differs to 799 yuan from 39 yuan. As we have learned, the income of tea and tea service occupies total battalion to close 10% , 15% .
In respect of inn core condition, the door inn of the leaf that boil shows day to fasten contracted style, by MUJI art chief inspector grinds formerly design, tea service uses glass and white porcelain two kinds. the stage uses completely transparent means to make tea drink, the client can see all movements that make tea. This also is the focal point that the Xie Xuan that boil passes.
And if merchant of astral Buck door is beautiful type factory wind and boreal Europe wind. Decorate a style bilaterally and do not have the cent of actor bad.
To mark star Buck, the competition of tea drink and coffee already display one's talent for the first time, but future is forecasted very hard. Main reason or because tea and coffee are on the perception of consumer,differ completely. When drinking tea, average consumer is the gentle and simple of stand or fall that cannot maintain tea, we are OK however when drinking coffee the gentle and simple of stand or fall that will maintain coffee according to technology of producing area bake and brand.
Additional, tea water industry is current special disorder, a lot of brands are recumbent Yanzhi and sale shift are occupational the intelligence of the user, consumer also cannot sink next hearts will taste tea, go communicating in the 3rd space of tea. So, according to the report, include to boil the ability of leaf, only store gain because of flavour tea very finite.
Be based on such reason, make the 3rd vacuum, the requirement is virgin the group precipitation to the brand, caress, insist to take seriously very much, but tea water industry is so blundering, appear very easily bad money drives out the phenomenon of fine money.
Uncover secret to cannot be shown in case, the tea drink chaos that must say again however is resembled
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Why should tea with milk have pearl?
Actually, cent of tea with milk is a lot of kinds, type of tea with milk of table tea with milk, socks of harbor type silk, day wipes tea tea with milk. But before all case, it is table tea with milk almost, why do we say table tea with milk only here?
Not be we did not see breed of other tea with milk, however the little material because of table tea with milk is very much, whats can be gone to inside put, include the gender is very strong, pearl is among them one of;
And although taste of tea with milk of socks of silk of harbor type tea with milk is very good, but commerce extends a gender to lose, mi Zhilian is for instance very good drink, but it is insufficient fire;
Day type tea with milk wipes tea is after be being sufferred from first sweet, but very much now 90, 95 hind especially the schoolgirl likes sweet, do not like suffering, day type wipes tea too small numerous, what so table tea with milk develops is best, so we basically are discussing it.
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Those who queue up is secret
Tea drink card, in each phase, can expand acme almost, in before each are big we are already scattered also in case uncover secret a few their roads, so here we sum up:
1, traffic vanity
A lot of queue up to buy happy tea or the girl of tea of Nai snow の is not to drink tea to eat soft Europe to wrap, just come group photo takes a picture play card. Wait for 2 hours to drink a cup of beverage undeserved, but to be in " tourist attraction " patting a photograph to send a friend to encircle is worthiness.
2, control gives eat rate
For instance before the stage that make changes a has said one glyph L; Change cooperation of division of labor into a person to serve a client for instance; Give client rife the option for instance, "Are you to want pearl to still want ormosia? Is wanting half sugar still polysaccharide? Is what should heat up cool still? " do when the person is for instance much a bit faster, do when the person is little a bit slower; Not be for instance a cup an a cup eat, should market just goes food 10 cups together...
3, fractionation sells segment
For instance happy tea queues up, with hospital register like, you must discharge a date first, call date dot sheet next, cross date to become invalid; Call number ability to queue up order meal; After ordering meal, queue up to take meal again, take eat to be able to sit inside to wait commonly. The ox that vends happy tea for instance can sell 3 appearance the thing: You can encounter the cattle that sells off-the-peg tea in the route that takes toward inn happy tea; Arrived before the team begin to ox sells mark, namely the single page that mark has number queueing up; Arrived at the door inn, you still can encounter ox to hawk the little ticket that has ordered good tea. Tea of Nai snow の also is met fractionation is bought soft Europe is wrapped and cut soft Europe package.
4, special sale shift
For instance in front of the little that the article mentions " conceal menu " ; Outside be fond of tea to be not opened for the most part for instance, sell, go queueing up to nod sheet to buy on sb's behalf to ox do legwork the opportunity that queue up. But this premise is, you have enough brand force, people is willing to pay fee.
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The old man of tea water industry is not happy tea and tea of Nai snow の
Show according to data, sale of countrywide integrated drink amounted to 47.2 billion yuan 2017, add compared to the same period 14.29% . Predict 2019, hopeful of integrated drink sale breaks through 60 billion yuan. According to computative, the potential market dimensions of drink of tea of new Chinese style is in 400-500 100 million yuan.
Inside ten brands of our seek by inquiry, amount of inn of door happy tea is in many 100, tea table of Nai snow の 10, happy happy tea ten, the leaf that boil 9, and the door inn amount of Coco is in many 3000, the door inn amount of little is in many 2000, happy lemon many 1000, call the answer tea also have many 1000, call antler alley have 3000 store.
And these a few brands besides our seek by inquiry, there still are old man of brand of a lot of areas and hidden industry and area to get bellwether on the market, for example city of sweet Xue Bing broke through 5000 inn, gu Ming has many 1000 store... these brands are deep inside the industry the root is old, some has normal chain to join in system and conductor of strict operation management superintend and director are fastened, some is done not have however.
For instance, still one calls Boduoji the group, card of smooth tea drink has ten below the banner, everybody's for instance familiar sweet Qia , the whole nation has 4000 doors store; Hey Juice whole nation has 3000 doors store; Encounter milk cow, the whole nation has 2500 doors store; Pleasant tea is spent have 2500 doors store; Besides these tea water brands with much storefront, they still established a branch to develop a lot of new tea water brands, besides tea drink, the banner falls to still own brand of a lot of small meal, for instance line of coffee, rice, fry meal, fried chicken to wait a moment.
This occupational the group of more tea water markets, his run tea of mode and happy tea, Nai snow の to make independent brand differ completely, they are origin with supplying chain, do what chain joins in the brand is to use up his to supply chain, can make different brand at the same time so, independent group runs mutual even competition independently.
And to joining in for business, if chance those who join in is the better brand that they run, choose the word with a right resource, also can make money, but the bad brand that if join in is them by chance,runs, that risk is met extremely tall.
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Enrol a company quickly besides
Quick action company joins in in chain the domain is very general, a lot of regular brands also are met in development initial stage the force that have the aid of enrols a company quickly is extended into quotations field; Even if is such, the company that the profit pattern that enrols a company quickly also decided to they hope to manage a brand for a long time to those is a harm, to joining in huge risk also exists for business.
Normally the circumstance falls, quick action company receives a client, comb cost with respect to brand of meeting collection brushstroke, help what this brand has each side pack, for example term of brand design, fixed position, conduct propaganda, join in policy is waited a moment. After finishing, can be on the platform such as Baidu, today's top headlines buy advertisement to buy data directly even, undertake report is sold next, if discover you join in,do not rise now this brand, can recommend another brand. Their salesperson must allow in a word you join in, because of them every refer one sheet to return meeting deduct a percentage from a sum of money.
In communication process, they produce the problem of excessive acceptance very easily, because enrol a company quickly not to need follow-up to joining in business undertakes service, those who undertake sequel supports a service is a brand square. The brand that enrolled a company quickly to get earlier stage combs cost, got the deduct a percentage from a sum of money of each sheet, do not have any responsibility and obligation to follow-up thing.
So, although major brand can ask quick action company to open the market in early days, fast device also won't be being used after period of time.
Company of so quick action makes the brand of others besides carry, also start a brand oneself occasionally, especially tea drink card, the antler alley of holiday of no less than, answer tea is among them typical.
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Another the net is red
Our respecting joins in in front the brand risk with a red net is extremely high, but make a brand to going now, especially the initial stage of the brand, the net is red change became it seems that inevitable.
Because consume a brand, what need most is attention and discharge, so the net is red a kind of means that changing is best lowest cost. But red brand of a net whether continuously, still should see the whether true accomplishing of their respecting, cannot anticipate difference with consumption too far. Additional, the net is red change, still want to make money, want to consider capital efficiency, red brand of a few nets takes financing but storefront however all the time deficit, also cannot last.
The biggest typical case inside this is " originator of net red meal " -- Huang Taiji, huang Taiji applies all sorts of sale shifts to call thin pancake made of millet flour at the beginning love Ma Shi, period of at the height of power and splendour, it undertook four-wheel financing, financing amount exceeds 2 100 million, appraise value is as high as 2 billion. Took the Huang Taiji of so much money, the ability of only store gain that had never considered to perhaps had worried about oneself it seems that, the product research and development that links oneself even cannot accomplish fast iteration to update.
Recent news, huang Taiji is labelled to break one's promise by the court again again the person is carried out list.
What to join in tea drink should notice?
1, the trademark is well-known degree
The trademark is well-known degree mean the rate that win a customer, according to statistic, 100 people had gone happy tea and little at the same time, when the rate winning a customer that is fond of tea 15% , of little is 8% .
2, the product is good
The product here is good include 3 arrangement: Is the product good drink? Is the product good-looking? Is product value good? It is good that tea base is mattered to here, supply chain whether make sure new character waits bright grandma, fruity a moment.
3, optional location is reasonable
Not be to choose the position with a best best bazaar to make money with respect to regular meeting, habit of the fixed position of the brand that joins in with you, consumption ability that gets numerous group, consumption is having main concern. Because chummage held the cost with tea drink very large trade, still get account finally so, subtracting according to the circumstance of turnover each expenditure can make money just is kingcraft.
4, start cost integratedly
What open store of drink of a tea at present is integrated the cost that start is not low, be fond of tea of の of snow of tea, Nai like what our preamble says, the cost that start is millions of; Little, Coco also should is close to 1 million; So the brand that the choice suits him capital actual strength and investment redound to anticipate is crucial.
5, the system is perfect
Include to supply department of conductor of superintend and director of system of catenary system, brand sale system, product research and development, operation to wait. This straight battalion store that whether can have oneself through inspecting them and join in inn obtains pertinent information.
Remind everybody again, doing poineering work is a small number of people's successful thing that has a risk, arteries and veins of the individual ability with the person that do poineering work, acknowledge, resource, person, appeal to beg direct and relevant, even if a good brand, different person joins in the result that also can get differring.
