Nai Xue s tea store operating profit in the first half of the year was cut in half, what problems ha

Nai Xue's tea store operating profit in the first half of the year was cut in half, and there were many problems in the development of the "milk tea market", such as food problems, and their competitors were increasing. Now there are a lot of milk tea shops on the market, and the brands are different, there are several milk tea shops that like to operate together, the distance between their stores is relatively close, the public's demand for milk tea is relatively large, ** is not very expensive, but everyone is also curious about those new flavors, so milk tea shops must innovate. <>

Food safety problems are getting more and more serious, some people find cockroaches, even flies and other things in the milk tea, which is very dirty, and some people only find that there are impurities in the cup after drinking half of the milk tea, which will make them want to vomit. If the attitude of some merchants is not very good, then consumers will also complain to the higher authorities, and their stores will definitely suffer great losses. If you encounter such stubborn merchants, you can call 12315 consumer complaints**.

Even if their store closes, it's their own doing, and since they don't treat their customers as God, then God sends them to hell. <>

The number of brands of milk tea is increasing, the ** of milk tea is not very expensive, the business of these milk tea shops is good and bad, the number of people queuing at the door is sometimes more, sometimes less, the phenomenon of full customers will only appear in the winter vacation or summer vacation, ** when the amount is relatively large, but in the cold season, the demand for milk tea is relatively small, and the business of these stores will get worse and worse. <>

Some bubble tea shops often launch new products, invite customers to try them, and even make a series of activities to promote new drinks to consumers. However, some brands have been indifferent, the types of drinks are relatively small, there are only a few delicious drinks, consumers will definitely not choose these uninnovative merchants after understanding the milk tea market, they prefer a variety of flavors, and can bring surprises to customers of milk tea shops.

I usually order some milk tea to drink. I didn't like it before, but when I went to college, I really fell in love with these sweet drinks, and today I would like to talk about some topics about the milk tea industry.

The answer is basically yes, we can see that there are many chain brands that are basically chains all over the country, and there are many remote places that will choose to see this store, not only that, but he will also choose to gradually launch new products, so for example, their cheapest drink may sell for four yuan a cup, but it will also have about double the profit. In addition, although there are more people in Gu, his daily customer flow can be guaranteed, and the raw materials are directly from the main store, so it doesn't cost too much money to open such a store, but it can get a good income.

We can see that in all shopping malls, Nai Xue's tea is almost always an independent business service on the first floor, which means that he is expensive, so this has created a state of high quality and high service. In addition, most of the sales groups in this part are college students, and it may be a bit difficult for college students to afford drinks for more than 20 yuan at a time, so his market will actually be much lower than some low-end drinks.

In fact, I have studied the first one before, which is a first-line brand, so if you want them to sell this kind of cheap things, it is basically impossible, first of all, you can carry out some ** activities, so that everyone can quickly taste some of the products of Nai Xue's tea are worth the money, in fact, there will be a lot of young people who will buy it, and now they also have a choice of this dessert, which tastes very good, and at the same time, to create an atmosphere of afternoon tea, you can also have a small career change.

First of all, there are more and more competitors in the market, and secondly, the impact of a clear is that many people have no money to spend.

With the continuous progress and development of China's milk tea market, its market is becoming more and more saturated, so that there are fewer and fewer innovation breakthroughs in milk tea products themselves. There is still a phenomenon of shoddy and raw materials in the affordable milk tea market

For example, varieties are more common and there is no innovation; ** More and more expensive, but the ingredients have not changed; There are too many bubble tea shops and too few consumers.

This reflects that in the current epidemic, business is becoming more and more difficult to do, and the competition in the milk tea industry is becoming more and more fierce. Brand bubble tea shops also had to cut prices and bow their heads.

One, Nayuki's tea has announced a significant price reduction. <>

If Michelle Ice City is a drink for civilian consumption, then Nayuki's tea should be regarded as a "noble drink." "Because the more popular drinks cost more than 30 yuan a cup, many consumers can't afford to drink. But at the moment, in this situation, Nai Xue's tea has to bow its head, and the official has announced that it is about to drop sharply.

Some netizens found that their signature drink has dropped by ten yuan compared with the previous **, which shows that Nai Xue's tea is also doing what it says, and the price has been greatly reduced to give back to consumers.

Second, why does the milk tea industry frequently reduce prices? <>

Do you think the only brand that has reduced the price is Nayuki's tea? We found that Heytea, which is also a brand beverage store, also announced**, among which there are also those less well-known bubble tea shops, which have also followed the trend and lowered the product**. Then we have to think about a question, why does the milk tea industry frequently reduce prices?

In the eyes of many people, bubble tea shops are a highly profitable industry. Are they just to give back to consumers? Is it the most affordable for consumers?

I don't think it's going to be that simple.

Third, the problems behind the milk tea industry. <>

The bubble tea shop announced a price cut. In fact, it also reflects the entire milk tea industry. Problems that exist now.

Because of the particularity of drinks, many bubble tea shops are offline physical stores, so offline physical stores are definitely affected by the epidemic. This is also the main reason why they announced the price adjustment. The second is that the milk tea drink itself has a high profit, even if the price adjustment is announced, there is still a certain profit margin, and it is absolutely impossible to lose money.

Moreover, because the homogenization of goods is too serious, there are countless bubble tea shops on the streets and alleys, and the homogenization of products is highly similar, so consumers are not as buying as before, and there are fewer and fewer consumers who are willing to drink dozens of yuan of drinks.

The milk tea industry has frequently reduced prices, which has revealed a lot of problems, first of all, people have a high degree of attention to their own health, and at the same time, the hygiene of milk tea has caused people's consideration of life and health, and also reflects the milk tea industry is gradually going downhill.

Nai Xue's tea is a national chain of tea brands, the ** of this tea is very high, and the continuous price reduction shows that their sales are not smooth, so they will attract attention by reducing prices.

It reflects the problems of relevant departments to regulate and control, some milk tea is blended, does not meet industry standards, raw materials, and fierce competition in the industry, so there will be this situation.

The milk tea industry cannot be regarded as a flash in the pan, because the industry itself belongs to the physical industry, and it is indeed a must-consume for many people.

To a certain extent, because the milk tea industry itself does not belong to the virtual economy, but also belongs to the objective existence of the physical industry, so this industry is simply not a flash in the pan. The reason why many milk tea brands, including Nai Xue's tea, will suffer losses to varying degrees, on the one hand, is related to the business expansion of the milk tea industry itself, and also related to the consumption power of many consumers. In this case, many milk tea brands will gradually choose to reduce their terminal prices, which can also help milk tea brands achieve corresponding adjustments.

The milk tea industry is not a flash in the pan.

The reason is actually very simple, in the milk tea industry, because many young people themselves have the habit of drinking milk tea all year round, so the milk tea industry itself has a strong consumer demand. Especially for young people, young people have basically taken drinking milk tea as their own way of life, if any industry can further form a standardized way of consumption, this behavior will further ensure the normal development of the industry. <>

The losses of many milk tea brands are actually related to the consumption environment.

You can try to understand it this way: so Nai Xue's tea will have a large area of losses, not because the development of the milk tea industry has encountered a turning point, but because many milk tea brands need to adjust their business strategies. Especially for those milk tea brands with relatively high pricing, when people's spending power is negatively affected by the epidemic, milk tea brands need to reduce their terminal prices section by section, which can effectively help relevant brands survive the industry winter.

In general, otherwise they will be very optimistic about the follow-up development space of milk tea brands, and milk tea brands also need to adjust their business conditions as much as possible, and the number of high-end milk tea brands on the market may become less and less in the future, and the first milk tea will become more and more close to the people.

In the first half of the year, due to the impact of the epidemic, many stores, especially those in dense high-tier cities, were affected by the epidemic, and the profitability of Nai Xue's tea stores continued to decline.

Nai Xue's tea was established in 2015, the original brand consumer group was mainly for young women aged 20 to 35, to create "tea + soft European bag" soft European bag overnight, the brand was created not long after, it was selected into the top ten brands of Chinese tea drinks, the number of stores reached nearly 900, these stores are Nai Xue's tea direct stores, none of them are franchised.

The tea consumer group is basically fixed, so the new tea drink began to turn the target to teenagers, in order to seize this cake, tea began to reduce the price to attract young people to consume, Nai Xue's tea also launched 9-19 yuan of tea, with a low price to attract consumers, and promised that there will be new products on the market every month, ** will not exceed 20 yuan. ** Down, the quality has also dropped, there are consumer evaluations, Nai Xue's tea after the price reduction has also been reduced, the cup is smaller than before, the pulp in the drink is obviously a lot less, as far as the "easy grape" is concerned, the flesh inside before the price is not reduced is one-third to one-half of the cup, after the price reduction, not even one-third.

This kind of price reduction routine makes consumers feel uncomfortable, which is obviously deceiving consumers. There is not only Naixue's tea on the market, but also a new milk tea brand, more similar brands emerge in an endless stream, and it is a good thing that there is competition in the industry, so as to give consumers more choices. Tea brands want to create their own uniqueness in order to win the favor of consumers.

Nai Xue's tea loss is mainly to insist on retaining the strategy of large stores, but the area of these large stores is two or three hundred square meters, and the cost of opening a store cannot be controlled. Such a big store has 150 square meters even if it is small, coupled with the rapid expansion, the service and quality cannot keep up, food hygiene problems, raw material deterioration problems, etc., all of which will affect the profitability of Nayuki's tea.

Nai Xue's tea had a net loss of 100 million yuan in the first half of the year, and the milk tea industry is certainly not a flash in the pan in the real economy, and it is only the survival of the fittest in the current industry competition.

1. Nai Xue's tea had a net loss of 100 million <> in the first half of the year

According to the current investigation of Nai Xue, the semi-annual report released shows that Nai Xue's tea lost 100 million yuan in the first half of the year, and the number of receivables and the corresponding number of stores has also suffered a setback. Many people have drunk Nai Xue's tea, and now seeing this brand come to an end, they will naturally wonder if the milk tea mountain is not good, after all, the current situation is really not good.

Second, the milk tea industry is not a flash in the pan of the real economy, but that industry competition is a <> for survival in moderation

Of course, the milk tea industry is not a flash in the pan of the real economy, but that industry competition is originally the survival of the fittest. At present, his poor learning situation is relatively bad, and the loss of about 100 million yuan is also a big loss, we look at other milk tea brands with a comparative eye, taking Mixue Bingcheng as an example, Mixue Bingcheng's stores this year not only have corresponding expansion, but also revenue and profit margins continue to increase, even if Mixue Bingcheng's ** has a certain improvement, but compared with many milk tea brands and some drinking water are cheap. I actually live a good life, but the gap between Nai Xue is getting worse and worse, which means that the milk tea industry needs to be a down-to-earth milk tea shop, not some milk tea shops that rely on marketing to earn gimmicks and cheers.

3. At present, Naixue's tea is actively seeking to balance the development model <>

At present, Nai Xue's tea is actively seeking the best balance plan, and from the physical store where Nai Xue's tea lands, it is not difficult to find that it will basically fall in the most prosperous area, and it is the most expensive area. This also means that the cost of Nai Xue's tea is extremely high, and at the same time, ** may not be able to go down, otherwise it can only be a pure loss; At present, Nai Xue's tea is located in such a prosperous area, in fact, it is doubtful whether milk tea is a must-have for these high-end people, judging from the data of the semi-annual report released so far, Nai Xue's plan for checking is indeed problematic, which is also the reason why Nai Xue's tea seeks the best balance and changes the development model.