Article | Beverage News
The tea of Buddhism is beautiful and beautiful, constantly exploring the boundaries of its beverage ecology.
Just a few days ago, Chayan Yuese went out of business twice in less than a month. One time, the Tavern brand of Chayan Yuese, Diye Shijiu Tea and Yiwen Bistro, opened in five stores in Changsha; The other time was that Chayan Yuese launched the "Sugar Shop" in the form of "store in store".
From teahouses and cafes to today's pubs and sugared water shops, the extensive layout of tea colors and pleasant colors on the secondary brand forms a sharp contrast with the rhythm of its Buddhist expansion.
The sideline war of tea beauty and color has officially started in 2022.
Xiaoshenxian Teahouse: Exploring pure tea business through store in store
In May 2022, Xiaoshenxian Teahouse will officially open. The return to the Xiaoshen Leisure Tea House with the tea drinking "sniffing the slow taste" gene triggered widespread reports at that time. At that time, the person in charge of tea beauty and color said that Xiaoshenxian Tea House was a new attempt of tea beauty and color. Two years later, public comments showed that Xiaoshenxian Teahouse opened 10 stores in Changsha, but most of them were in the form of tea shops.
Yuanyang Coffee: Making Coffee with the Thinking of Tea
The same year as Xiaoshenxian Teahouse, in August, Yuanyang Coffee, with a pleasant tea color, was officially launched, and five stores were opened at the same time. Yuanyang Coffee is called "an independent coffee brand born from the same root" by its tea color and pleasant appearance.
Yuanyang coffee has obvious "tea beauty gene". The phrase "learning from the east to the west, coffee in Chinese style" expresses the "new Chinese style" brand positioning of Yuanyang Coffee and the "tea coffee" product positioning. In Yuanyang Coffee, there are "Spicy Girls and Spicy Girls" sprinkled with chili slices. The American style is called "All Things Bitter", and the latte with gardenia Maofeng and raw coconut milk is called "Empty Mountain and New Rain"... The strong Chinese atmosphere makes Yuanyang Coffee very popular.
According to the data of narrow door restaurant, Yuanyang Coffee has opened 97 stores so far.
Gudmoneng: split lemon tea into independent businesses and lay out a detailed track
Since Yuanyang Coffee, "5 stores open together" seems to be the "standard configuration" of the new business pattern of tea beauty and color layout. In September 2023, 5 stores of the new Chinese lemon tea brand Goodwill will be opened at the same time, focusing on Changsha Wuyi Business Circle, the "strategic base" of tea color. Consistent with the "look and feel" of the first two sub brands, Gudmoning is called by netizens as "a version of lemon tea with a pleasant appearance".
Gudmore still adopts the form of store in store, where tea faces are separated by color, and there is no independent theme initially. At the beginning of the opening, the aspect of Chayan Yuese once disclosed to the media that Gudmoneng would not open an independent store for the time being, but would continue to set aside some areas in the big Chayan Yuese store to try. Before the press release, the public review searched for "Gude MoNing", and it showed that there were 67 related businesses in "Changsha" area.
Day Night Poetry Wine Tea · Yiwen Bistro: a bold exploration beyond tea
Different from the "store in store" form of the previous sidelines, the Daylight Poetry Wine Tea · Yiwen Bistro is a relatively bold attempt to make tea look pleasant. For the first time, five stores were opened at the same time, and two more stores were added five days later.
The day and night poetry wine tea is a leisure type pub with interest oriented at the theme of art and literature/poetry, and the decoration tone is a new Chinese style that tea is good at. Different from traditional taverns, day and night poetry wine tea takes tea as the main line, combining tea with Chinese traditional wine, western base wine and milk base to create a special tea wine. However, the emergence of day night poetry wine tea is not due to its differentiated positioning, but also due to its product naming, which makes people "die in the community". For example, I am Sun Jingwen, he loves me, stutters, strange and strange, all wounded, lonely and alone, and so on, which adds social attributes to the product.
According to the disclosure of the media, by the end of 2024, the day and night poetry liquor and tea are planned to open 30 in Changsha.
Sugar shop: sold in special areas, but "not a sub brand"
With the upgrade and return of "Sushan" ice cream, Chayan Yuese recently set up a "sugar shop" in the store, and launched six types of sugar products at the same time.
Chayan Yuese made it clear that the sugared water shop was not a sub brand, but an attempt at a new business. The first batch of sugared water shops opened 93 stores, but because of the hot sale, within a week of being online, some stores stopped selling because of the "shortage of raw materials". Chayan then made adjustments and said that the store would resume sales in the middle and late May.
Tea house, coffee, lemon tea, tavern, sugared water shop... In addition to the original business, Chayan Yuese has tried five business types, all focusing on drinks.
Every time a sub brand goes out of business, the tea color will cause a dispute. This brand, together with Xicha and Naixue, is called the "three giants" of high-end tea drinks, and gradually gives way to the "C" position.
When Chayan Yuese insisted on sticking to Changsha, Xicha and Naixue's tea expanded rapidly after opening their franchise business, and the size of stores increased to 3759 and 1855. Bawang Chaji, who used to "chase the beauty of tea", now has 4388 stores (data source: narrow door dining eyes). In the same period, the number of stores in the Snow City has soared to nearly 30000. Gu Ming is only a foot short of the Wandian Club, and the number of tea stores has exceeded 8000. In contrast, the tea looks pleasant and lustful, and wants to show Buddhism. According to the narrow door dining data, there are 560 stores in Chayan Yuese, 367 in Hunan, 106 in Hubei, 43 in Jiangsu, 42 in Chongqing, 1 in Anhui and 1 in Shaanxi.
In sharp contrast to the Buddhist attitude of trans provincial expansion, the exploration of tea beauty and color on sidelines appears positive. But in fact, looking at the above major sidelines, we still follow the old path of tea color.
First of all, whether it is tea, wine or coffee, it is "new Chinese style". New Chinese style teahouses, new Chinese style pubs, and new Chinese style coffee shops, therefore, no matter which sideline is pleasant, consumers have commented that it is "very beautiful".
Secondly, it is still rooted in the base camp of Changsha, and starts from the original point of tea color. In addition to pubs, the sideline of tea beauty and color almost starts from "store in store". This greatly reduces the site selection risk and trial and error cost of sidelines
Third, all of them are drinks, and the sideline of tea color is only on the drink track. This means that they can, to a large extent, continue to use the original supply chain of tea color, and can also learn from the original experience in store operation.
Yin Sir believes that this is a "chicken head" or "phoenix tail" proposition. Compared with other major brands rolling together in unfamiliar areas, Chayan Yuese chose to be the "landmark" of Changsha, and chose to expand the boundaries of business and the curve of continuous growth in a relatively comfortable circle. This happy attitude is particularly rare in the super volume tea industry.
As for whether we can keep the position of "local snake", the tea color has its confidence. In Yin Sir's view, the frequent distribution of sidelines can be seen as a choice under the anxiety of tea beauty growth. However, the rhythm of "sticking to direct marketing", "tea beauty version of xxx" and "all drinks" is not a Buddhist and leisurely choice again and again.
If we do not open up new markets, tea color may usher in the ceiling of brand scale, which has no doubt. In terms of scale, tea color has fallen behind. Can the lost highlight time be recovered from other plates? Time to verify.
Why does the tea, which is busy with sidelines, stop expanding in other places?
In April 2021, the Shenzhen flash store with a pleasant tea face will ignite the local people, which will not only cause tens of thousands of people to queue up to buy milk tea on site, but also cause the "scalper" purchase fee to be as high as 500 yuan. However, when everyone was looking forward to the Shenzhen store, five months later, Chayan Yuese announced "farewell to Shenzhen". In the face of the popular market feedback, Chayan Yuese did not go all out to develop the Shenzhen market, which probably puzzled many industry insiders. But this is the color of tea.
When other brands were conquering cities and territories, Chayan Yuese only opened up a major market in Wuhan. The tea color was once limited by supply chain construction and direct marketing genes, so it is more difficult to choose the "slow development" mode. Now, it is more difficult to quickly expand the tea color.
First of all, Chayan Yuese has missed the best node of industry expansion. Whether it is franchisee resources or urban advantage points, the competition of major brands has entered the second half. At this time, Chayan Yuese has entered, with no advantages.
Secondly, the cross regional supply chain construction of tea color has always been a weakness. In 2023, Chayan Yuese will build its own R&D and production base project for the first time, build a fully automatic production line for tea extract, and introduce the R&D of coffee deep processing synchronously. The media disclosed that the total investment of the project is expected to be 520 million yuan. Lv Liang, the founder of Chayan Yuese, said, "Chayan has not made any profit in these years.". For a long time, the thinking of the founding team of Chayan Yuese has remained the same, which is the fundamental reason why Chayan Yuese's "ceiling" is located.
As the most unique existence of the tea industry, the development rhythm of tea color has been controversial, but it has to be said that this is the gene of tea color.
From the tea face to the "tea face family", the tea face still does not change its tone, mode and position. Follow the old path to find a new traffic code. The new path of tea looks familiar and calm, but it is challenging to reproduce the highlight of tea.
