Xiang Piaopiao sold 1,377 billion yuan in the first half of the year, and the profit was only 20,000

Personally, I think that the advertising investment in the early stage should be too high, and the huge advertising expenses occupy the profits, so the total profit does not seem to be good enoughMany industries are facing this problem, that is, advertising costs account for the majority of profits.

I don't know if the subject has heard such an advertising slogan, Xiangpiaopiao milk tea sells more than 300 million cups a year, and the cups can circle the earth when connected, but have you ever drunk this milk tea? Recently, Xiangpiaopiao handed over the first report card after listing, and the financial report showed that Xiangpiaopiao's revenue increased significantly, and the growth reached it, but the profit declined, with a loss of 54.59 millionInvestors are always concerned with the profitability of the company, not on sales.

In the face of such a sharp decline in profits, I believe that both the founders and investors want to force Wang Langlan and continue to be brilliant, but before that, we also have to analyze the business model of Xiang Piaopiao, whether there is a chance to have the best opportunity, we all know that FMCG wants to quickly occupy the market, marketing advertising and creating explosive models is an indispensable combination of punches, it is obvious that Xiang Piaopiao has won the first half in this field, data shows that in the first half of 2018, Xiang Piaopiao used sales expenses of up to 100 million yuan,Among them, the advertising cost is the largest amount, reaching 100 million yuan, and emphasizing marketing and ignoring research and development is the consistent style of Xiang Piaopiao.

At the same time, the single product is also one of the weak profit growth of Xiang Piaopiao, although Xiang Piaopiao is also aware of this and has launched other series of products, but it is difficult to reach the height of milk tea, it seems that the Xiang Piao Piao milk tea logo is also deeply implanted in the consumer's mental model, and it is difficult to change for a whileThis is also the sequelae of over-marketing, and how to ** must also be one of the focuses of Xiangpiaopiao's future development strategy.

Its money should be spent on advertising, after all, the endorsement fee for inviting celebrities is also very expensive, and it also has to pay the salaries of employees and the money of material suppliers.

Xiang Piaopiao sold 100 million yuan in the first half of the year, and the profit was only 20,000 yuan, and there are actually many places to use the money, such as employee wages and advertising.

Personally, I think that packaging and publicity all need money. And now people are paying attention to health, and it is estimated that it will also improve in terms of raw materials.

Xiangpiaopiao takes cups of tea as the main product, and the product category is single and seasonal, and the distribution cost pressure leads to the company's low profitability.

A lot of them have been invested, but the actual results are not so optimistic, so they are very poor.

There are also costs associated with the production of fragrant fragrance, labor costs, factory costs, and entering shopping malls, all of which are costs that need to be calculated.

For example, now Qingming New Endorsement needs to spend a lot of money, and it also has to pay employees' salaries and so on.

Xiangpiaopiao's net loss in the first half of 2022 was as high as 100 million yuan, and the main reason for the loss was that there were fewer people drinking milk tea in the first half of the year. Many women generally like to drink milk tea in winter, because the climate in winter is relatively cold, and holding a cup of hot milk tea in your hand will make the whole person feel very warm. In recent years, due to the impact of the epidemic, the sales of incense Piaopiao have become worse and worse, and many people will consider buying incense of agarwood to visit relatives and friends when they go out to visit relatives.

But nowadays, as there are more and more branded beverages on the market, some people will choose new brands of beverages. <>

Although most contemporary women prefer to drink milk tea, women will want to drink a healthy drink when buying milk tea. This will also lead to women like to go to the milk tea shop to buy, and the milk tea in the milk tea shop is generally about 20 yuan a cup. Although there will still be a big difference between this ** and Xiangpiaopiao, all the milk tea in Xiangpiaopiao is blended with flavored dairy products, and the taste of milk tea sold in milk tea shops will be very different.

The milk tea market is actually not as big as imagined, and there are more and more bubble tea shops opened offline, which will also cause the fragrant spices to become worse and worse. When ordinary women buy milk tea, they are actually greedy for convenience, and there are many flavors of fragrant milk tea. But when you drink it, there is only coconut fruit in it, and there are no other ingredients, so you will feel that it is a little too simple in taste.

However, because the ** sold by Xiangpiaopiao is relatively cheap, it also has a certain cost performance. <>

Nowadays, some young people are becoming more and more lazy, and young people are willing to let others help them make milk tea when they make it, and go directly to the milk tea shop to buy it, and the ingredients added in it will be more than those in Xiangpiaopiao. The fragrant milk tea also has a red bean flavor, but the taste difference between all milk teas and the milk tea sold in offline stores is still relatively large. After all, you get what you pay for, because the milk tea sold in offline stores is higher, the quality will be higher than the fragrance.

Xiangpiaopiao lost 100 million yuan in the first half of 2022, mainly because the temperature was too high and people didn't like to drink hot milk tea.

In the first half of this year, Xiangpiaopiao's brewing products achieved operating income of 100 million yuan, a year-on-year decline; Ready-to-drink products achieved operating income of 100 million yuan, a year-on-year decrease, of which juice tea achieved operating income of 100 million yuan, a year-on-year increase. Since the impact of the epidemic, Xiangpiaopiao has suffered a mid-year loss for 3 consecutive years, with a loss of 10,000 yuan in mid-2020 and a loss of 10,000 yuan in mid-2021.

Now there are many bubble tea shops, and no one likes to drink instant milk tea, and the flavor of instant milk tea is too big and too sweet.

The overall market prospects of this bubble tea shop are actually very good, because from its establishment in 2005 to today. It has been a corporate culture for nearly ten years, and every year it can create 10 leading enterprises with the establishment of the company better and better.

In fact, in many areas, they have already opened their own branches, as well as branches. At the same time, there are nearly 100 senior technical personnel in the company, which actually provides a certain technical strength for their products. Now in the entire sales market, it has occupied a very leading position in sales for 5 consecutive years, although there are many physical stores of this milk tea on the market.

But in fact, the impact on the whole company is not very big, because what Xiang Piaopiao does is a kind of life that can meet and adapt to the fast pace of contemporary people. The need is a bit like KFC or some food fast food industry, although many offline physical stores are constantly developing and rising in the catering industry. But in fact, for some fast food, there is also a certain place for existence, because after all, many young people are actually living at a very fast pace.

For many people, there is no time to cook, and no one can calm down, so they go to a restaurant to eat, and everyone wants to.

Everyone hopes to be able to have a product or a food in a short period of time, which can solve the needs of one of their stomachs at the moment. In fact, there are fewer and fewer companies that can run for so long, and I think this is actually inseparable from the corporate culture of the three supporting facilities themselves.

Everything is customer-centric, and in terms of caring for the welfare of employees, it is indeed a real benefit. In terms of quality or some feedback from customers, some positioning in the market, etc., we can continue to make the company better. In fact, no matter how many decades have passed, such a company can exist for a long time, and it has opened up more fields in the consumption of the public.

Xiangpiaopiao is a brand that has been popular for many years, and it has been accepted by the public very early. This is something that everyone can see, and it feels like their prospects will be very good.

It is still very good, it has a high reputation, and it also occupies most of the market for milk tea, and people's acceptance has always been very high.

I think the market prospect of Xiangpiaopiao milk tea is still very broad, because more and more people like to drink milk tea now, so as long as they can adhere to the current development momentum, they will be able to achieve greater development.

Xiang Piaopiao lost 100 million yuan in the first half of 2022, but the salary of executives rose by 18%, which caused controversy among everyone. First of all, the salary of executives is not proportional to the overall income of Xiang Piaopiao, so it is normal for the salary of executives to rise in the case of Xiang Piaopiao's loss. The reason why Xiang Piaopiao has such a serious loss is because this kind of solid milk tea no longer occupies any advantage in the market, after all, the first choice for everyone to drink milk tea is to buy freshly made milk tea directly in the milk tea shop.

Previously, the reason why Xiangpiaopiao milk tea achieved high profits was because there were not too many milk tea shops in the market, and everyone felt that buying milk tea in the market was very luxurious, so they would directly buy a box of Xiangpiaopiao, and make a cup when they wanted to drink it. But nowadays, there are many milk tea brands on the market, whether it is Mixue Bingcheng or a little bit, or it is a dry and other milk tea shops can be found everywhere. You can buy a cup of milk tea for a few dollars cheaply, and the expensive one is only a dozen yuan, so the price of drinking milk tea now is actually relatively small.

And you can have more choices when you go to a bubble tea shop to buy milk tea, whether it is fruit tea or coffee, it is completely feasible, if you brew it at home, you can only choose one flavor. Although Xiang Piaopiao also divides many different flavors, it is actually not much different when you drink it. In such a relative situation, most of the young people will choose to buy milk tea outside or order a takeout to get the milk tea delivered to their hands, and they will not drink it by themselves.

In addition, many high-end brands have begun to take the civilian route, so the impact on Piaopiao has become even greater. Today's young people are also more interested in milk tea, not only hoping to innovate in taste, but also hoping to have healthier milk tea. Most of them don't recognize this kind of solid milk tea that appeared a long time ago, so today's fragrant Piaopiao can only go downhill.

The reason behind this is that the company is established and occupies a very small proportion of the market, and the quality is not rigorous enough.

Corporate executives only care about making money out of their own pockets, and do not care about the development direction of the company, nor do they carefully study the advantages and selling points of the product.

1.Advertising and marketing can directly improve the degree of product excellence;

2.Advertising and marketing can make everyone familiar with the product;

3.Advertising can arouse curiosity in consumers.

At the same time of the rapid development of China's economy, we can feel that the competition between enterprises is becoming more and more fierce, the first time to let everyone know their products is a very important time, this era of the Internet, to let everyone know your products, advertising has become an indispensable means of publicity. Xiang Piaopiao last year's revenue of 100 million yuan, advertising and marketing is too important for enterprise products, advertising and marketing can directly improve the product degree, so that more people are familiar with and understand the product for the first time, so that everyone can become the first choice when choosing.

1. Advertising and marketing can directly improve the degree of product excellence

For enterprises, if you want everyone to know your products, the best way is to improve the quality of the product, advertising is the best means to improve the degree of production, which can allow consumers to have a comprehensive understanding of the product, the first impression of consumers is very important.

Second, advertising and marketing can arouse curiosity among consumers

In the face of a very high degree of product, many times we will be curious, after seeing this kind of product in the mall or supermarket, we will have the desire to buy, and these desire to buy is actually the result of the advertising effect.

3. Advertising and marketing are also a guarantee of the quality of goods

You must know that the products that have the strength to invest in advertising on a large scale on TV stations or Internet platforms are basically the products of large companies or large enterprises, and these products spend so much money on advertising, basically there is no problem with the quality, and consumers are more assured when buying and selling, and advertising and marketing are also quality assurance in many cases.

To put it irresponsibly, advertising and marketing may be half important to the enterprise and the product itself, if you don't advertise, consumers don't know that you have the product, and a classic advertisement can make a product popular for many years.

Xiangpiaopiao lost 100 million yuan in half a year, Xiangpiaopiao is a brewed milk tea, but now this kind of milk tea can't be sold at all, mainly because it has encountered a lot of competitors. You can go to the store for a few bucks and buy a cup of fresh milk tea, and at the same time, you can also add a variety of ingredients. In order to save for lower sales, they chose to enter liquid milk tea.

For many young people, they drink a cup of milk tea every day. Because milk tea tastes very good, and at the same time, you can enjoy the pleasure brought by this delicacy. There are many bubble tea shops on the streets of various cities, such as Hey Tea and Mixue Bingcheng.

Due to the development of social networking and the development of self-development, many people prefer to drink this kind of Internet celebrity milk tea. Everyone will raise the milk tea cup to take a picture**, which is very popular on social platforms and can get a lot of likes. At the same time, many people even wrote a collection of items that must be ordered when going to a bubble tea shop.

I believe that many people have seen the advertisement of Xiang Piaopiao, and at that time, Xiang Piaopiao could be called everyone's favorite product. At the same time, if you look at the ingredient list of the product, you will find that a lot of sugar is added. Now everyone is pursuing a healthier life, if you regularly consume sugar, this is not only easy to acne, but also increases the burden on the body, so everyone chooses to abandon.

There are some people who are not interested in milk tea, they choose to drink coffee. Therefore, the consumption of milk tea is reduced. <>

A brewed milk tea** is very cheap and many people can afford it. But now the economic level is getting better and better, consumption is gradually escalating, and most of the people who appear in bubble tea shops are young people. They prefer to enjoy life, and at the same time, a cup of milk tea of more than ten yuan, or even twenty or thirty yuan, is not a great burden for them, and even feels that this is a must-have product for life.

With the development of the takeaway industry affecting everyone's normal life, some people are lazy, so it is better to let others soak it and deliver it to themselves.