What is the problem with selling 200 million cups of fragrant Piaopiao a year, with a net profit of

Xiangpiaopiao is a well-known milk tea brand in China, and is also known as one of the fastest-growing milk tea enterprises in China. I believe everyone has heard the advertising slogan "More than 300 million cups are sold a year, and the cups can circle the earth when connected". As the pioneer of Chinese cup milk tea, Xiang Piaopiao can be said to be very successful.

And this company has been successfully listed in 2017, but recently it was discovered that Xiang Piaopiao only earned 20,000 yuan in the first half of 2019. Many people may not believe in this matter, because milk tea is simply an indispensable thing for young people, how can Xiangpiaopiao milk tea, as a major brand of milk tea, only make so much money? <>

In fact, the problem is obvious, now there are more and more Internet celebrity bubble tea shops on the street, and the types of milk tea that young people love have changed dramatically. The main feature of Xiangpiaopiao is still a cup of solid milk tea, which is blended with milk tea powder and creamer, which is cheap and easy to carry. This is the key to its success in the past few years, because there were not many types of milk tea at that time, and there were no well-known national milk tea shops on the street, so it was inconvenient to buy and carry, so Xiangpiaopiao this solid cup milk tea would enter the public's field of vision.

But now, with the improvement of the economy and the transformation of the product model that young people love. There are already a variety of instant bubble tea shops on the street, and many of them have already made brands. <>

Comparatively speaking, people nowadays prefer this kind of milk tea with rich flavors made from fresh milk, and this kind of freshly made milk tea is ready to buy and eat, which also saves the trouble of brewing, of course, it is liked by more people. And now there are more types and flavors of milk tea sold on the street, and it is definitely more popular than the flavor that has remained unchanged for thousands of years. So I think the main problem of Xiangpiaopiao is that it has not kept up with the new trend, with the upgrading of consumer consumption level, everyone is no longer satisfied with solid milk tea with only a fixed taste.

There should be a problem that the raw materials are too expensive and the selling price is too low, so Xiang Piaopiao needs to adjust these problems.

Selling 200 million cups of incense a year, with a net profit of 20,000 yuan, there are still competition problems. Asian king Jay Chou, as the spokesperson of the Yoremi brand, played the emotional appeal of "holding it in the palm of his hand". The advertising slogan "You are my Yoremi" and "Hold you in the palm of your hand" have been passed on by word of mouth for a while, and have become a leisure topic that people talk about, and the sales of Yoremi milk tea have also caught up with Xiangpiaopiao for a time.

Because now the milk tea business is gradually rising, many milk tea shops have been opened, and Xiangpiaopiao is brewed, which is not as good as freshly made milk tea, and now people prefer to go out to buy milk tea.

The problem of product lag. The fragrance is so good that I have to buy it and go back to drink it with hot water, which is not as convenient as various fast-drinking milk tea shops.

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.

In fact, the sales channel is the development of the whole country, and then it reaches a recognition, and then there is going all out to advertise, which has also been liked by many people, so the sales of Xiangpiaopiao are very high.

The main reason is that the advertisements of Xiangpiaopiao are particularly good, and the advertisements of Xiangpiaopiao can be seen everywhere on TV, and the turnover of the advertisements will increase every year, which will also attract all people to want to try it.

With the advancement of Xiangpiaopiao's Internetization strategy, the value of the e-commerce platform as a new product testing window, brand communication channel, and big data precision marketing platform will be further enhanced, which will help improve the efficiency and success rate of product innovation and create sales increments for enterprises. The company said.

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.

The remark that Xiangpiaopiao milk tea sells 200 million cups a year is exaggerated, so the net profit is so low.

Xiang Piaopiao's milk tea is actually a bit backward in the modern era when there are milk tea shops everywhere, so he has to spend a lot of money on publicity in order to have good sales, and the natural profit will be low.

I think they are selling more and making small profits, selling milk tea depends on the quantity, selling more, everyone also benefited, this is a matter of benefiting the country and the people.

It's not that Xiangpiaopiao's profit of 20,000 yuan is a success, but more about the cost of the product, as well as the price of the product, whether the product is a hot seller, and how influential it is in the industry.

Xiang Piaopiao is the kind of product that is extremely cheap, but it can be generally accepted by the audience. Here's a metaphor. Pure water, from collection to canning into boxes, costs 2 cents bottles, but the advertising does not know how much is needed, so it is expected that the advertising fee is +5 cents per bottle, and then 1 cent of profit.

Now the cost is 8 cents, the average transportation cost is 5 cents - 1 cent per bottle, and the dealer's profit is 1 cent to 2 cents (there is also a delivery fee within the dealer about 5 cents to 1 cent).

Now the cost of water is about 1 yuan. The price of ordinary stores is about 2 yuan. Why is the profit of the store 9 cents higher, because the store belongs to the final end, in fact, it is the most direct advertising party.

The store will choose the most profitable and best-selling ones to put prominently, or simply only sell the most profitable water. I think the follow-up Xiangpiaopiao scene-based appeal is still good, a little hungry and sleepy, fragrant Piaopiao, and it is also very feeling.

It's just that the product has not fundamentally changedWithout keeping up with the general trend of health, the pursuit of convenience alone is not enough. The product is a scene, and the product is an experience and a way of life. It is not the positioning that has caused the decline in Xiaopiaopiao's performance, but the consumption behavior of consumers and the market trend, because the product does not change and cannot keep up with the trend, which also leads to Xiangpiaopiao's profit "not working" in our opinion.

In general,Whether Xiang Piaopiao's earning of 20,000 yuan in the first half of the year is a success in the industry, in the eyes of our simple consumers, the conclusion is very simple.

For a company that sells products for 100 million yuan, but the profit is only 20,000 yuan, this should not be considered a success, exposing many problems of the company.

Xiangpiaopiao Company only earned 20,000 yuan in the first half of the year, and some people think that this is a success, because they feel that the company has not lost money.

I only earned 20,000 yuan in the first half of the year, which I don't think is a success, and this incident exposes a lot of problems within Xiangpiaopiao's company.

It can't be regarded as a success, because it only made a profit of 20,000 yuan in half a year after being listed, which exposed many management problems within the company and needed to be warned.

Because there is still an income, although it is relatively small, but there is also a certain income.

The cost of Xiangpiaopiao is lower than that of the milk tea industry in the real economy, and there are still some people who are willing to drink Xiangpiaopiao, so it is a success if it does not lose money.

Maybe Xiangpiaopiao Company didn't expect to make 20,000 yuan, they thought it would lose money, so making 20,000 yuan is still a success for them.

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.