The price of tea has risen successively, why has the tide of food price increases affected the milk

With the rise in the price of melon seeds and soy sauce, milk tea** also followed**, which can't help but make netizens sigh why! Why does the tide of food price increases affect the price of milk tea?

On the evening of January 4, Xiang Piaopiao in the milk tea industry issued an announcement saying that it was decided to adjust the company's solid brewed milk tea**, which will be implemented from February 1, 2022, with an increase of 2% 8%.

On January 5th, Chayan Yuese, known as Internet celebrity milk tea, also announced a price increase, and most milk tea products were generally raised by one yuan, of which a certain product was raised by two yuan, and a small part of milk tea was not, which will be implemented from January 7, 2022.

Since the beginning of 2021, inflation in the world's overall trend economies has increased significantly, and food has also been widely affected. Many daily necessities, such as condiments, beverages, snack foods, processed foods, and even daily necessities, have issued price increase notices, such as international brands such as Nestle and Coca-Cola, which we know.

According to relevant internal investigations, the cost of raw materials is a common cause of both. Chayan Yuese once said: The raw materials in the market are the first year by year, although the previous profit also has some foundation, but the cost is too much, can not bear the corresponding ** range.

This **** is mainly due to the direct cost of raw materials, labor and transportation.

Now the tide of food price increases has affected many aspects, and some time ago it was also announced that there will be ** cream and condensed milk. Many companies have made adjustments to the factory delivery of some of their products, ranging from 3% to 10%.

The price increase of milk tea is affected by inflation, in order to reduce losses, Chayan Yuese in order to expand its store, and Xiangpiaopiao in order to reduce losses, so the price increase.

The new tea drink Internet celebrity brand Chayan Yuese announced a price increase, and the price increase is mainly concentrated in milk tea products, most of which are generally adjusted by 1 yuan. It is worth mentioning that Chayan Yuese has recently had a large-scale store closure and salary disputes. In addition, coincidentally, the night before the announcement of the price increase, Xiang Piaopiao (603711, SH) also announced a price increase.

As for the reason for the price increase, Chayan Yuese claimed that "the inflation in the general environment is too strong", and the brand said that the cost of raw materials and other costs in the market has been rising year by year, and "the dividends accumulated before cannot bear a series of superimposed costs".

In recent years, the hot new tea drink refers to the new type of freshly made tea that has been improved and innovated on the basis of traditional freshly made tea, usually using raw tea, fresh milk, fresh fruit and other ingredients, and diversifying and integrating them, such as the Internet celebrity milk tea brand Hey Tea, Tea Yan Yuese, etc. Before the rise of new tea drinks, the milk tea industry was mainly based on brewing milk tea. In the brewing milk tea track, "more than 300 million cups are sold a year, and the cups can circle the earth when connected" is a well-deserved leader.

In the early days, Xiangpiaopiao's main business was brewing milk tea.

Xiangpiaopiao was founded in 2005 and landed on the Shanghai Stock Exchange in 2017, becoming the first listed company in the domestic milk tea industry. As an early brewed milk tea business enterprise established in China, Xiangpiaopiao has maintained the first position in the market share of cup brewed milk tea for 9 consecutive years from 2012 to 2020.

According to the 2020 financial report, the main products of Xiangpiaopiao can be divided into solid brewed milk tea, fruit juice tea and liquid milk tea according to their properties. Among them, solid brewed milk tea is divided into classic series, good material series and pearl series, which are also its main products. In the view of Zhu Danpeng, an analyst at a food company, he chose to raise the price of solid brewed milk tea.

As a "star enterprise" in the new tea beverage track, Chayan Yuese has completed 4 rounds of financing within 3 years, among which Tiantu Capital, which has been paying attention to the new tea beverage track and investing in "Nai Xue's Tea", is an angel round investor of Chayan Yuese.

Brewed milk tea Xiangpiaopiao also announced a price increase, up to 8%. In addition to the price increase announced by the new tea drink track, Xiang Piaopiao, the leader of solid brewed milk tea, also announced a price increase for brewed milk tea products on the evening of January 4, with a price increase of between 2% and 8%.

The ** of raw materials is constantly **, and many brands have not increased their prices for several years, and if they do not increase their prices now, there will be losses. That's why it's all of a sudden that everyone is in the situation now.

Because now that raw materials have appeared, prices are getting higher and higher, people's demand for milk tea is increasing, so it will affect the milk tea industry.

In fact, many industries have increased prices now, and the overall price is **, resulting in the price of other non-essential commodities also rising.

This is because the price of raw materials for making milk tea has risen, so the ** of milk tea has also risen.

I think consumers are receptive. <>

Due to the pandemic, many stores are no longer able to sustain themselves. Prior to this, these bubble tea shops had been using a small profit but quick turnover, but recently they suddenly announced a price increase. Tea Yan Yuese brand announced price increases, mainly focused on milk tea products, most of which generally increased by one yuan, which is the first price increase in modern Chinese tea shops in five and a half years.

As for the reason for the price increase, Chayan Yuese said that it is due to the cost of raw materials and other costs in the market year by year, and the dividends accumulated before cannot bear the superimposed costs. In the past five years, the reason why the price of tea and beauty has not increased is not because of feelings, but because there are always two advantages. One is the brand dividend, and the other is the purchase bonus brought by the expansion of scale, so the tea and beauty will save a lot of marketing costs.

When the notice of tea and beauty price increase was first issued, it also caused some consumer boycotts. Most consumers complain that the amount of tea is only half a cup now, and the price has increased again. The starting fee for ordering takeout has also changed from 20 to 25.

Even the rules for membership points have changed. But there are also netizens who said that the price is within their affordability. But the result is definitely that no matter whether the price rises or not, there will still be many people who will go to consume, after all, the brand of tea and beauty has been played.

In fact, Chayan Yuese has been in the market for so many years, and it has passed the brand dividend period. At their peak, they were loved and followed by many consumers in the market. But now that everyone's enthusiasm has faded, there is a real need to expand the business, rather than relying solely on the inherent cost of the brand.

In fact, we can see that they have many substantive problems in management and brand concept. If these issues are not addressed, price increases alone will not help them achieve sustainable development. Only by mastering the development path suitable for your own brand can you gain a firm foothold in the market.

It's definitely acceptable, because the raw materials are constantly changing, so I think consumers are understandable, because society is constantly developing, and the economy is constantly improving. These are all inevitable.

I don't think consumers can accept it, usually a cup of ** is quite expensive, and now the price will rise, I will not continue to buy.

There are two reasons for the price increase of fragrant and pleasant tea, the first is inflation, and the second is that supply exceeds demand. Next, let's take a closer look at why these two reasons lead to price increases.

1.Inflation

This is an economic term, which is simply understood: the money is printed too much, and the original 100 yuan can only be used as 50 yuan now. In 2020, the world was affected by the epidemic, and the economic development was not optimistic.

In order to avoid economic stagflation, many countries have introduced relevant policies to promote economic development. Only one North American power, using its economic hegemony built by force, began to print money frantically, and then this money was invested in other countries in exchange for its own economic development. In other words, to transfer inflation from your own country to the whole world.

Enjoy the profits brought by the crazy printing of money for yourself, and the risk is handed over to the whole world. The world's big businessmen are also forced to raise prices because of this impact, otherwise they will operate at a loss. And this price increase will cause all industries to increase prices, because basically all industries in the final analysis, there are only a few first-class merchants, just like there are fewer sources, and there will be less water in the middle and lower streams.

2.Demand outstrips supply

This is a good understanding, which is explained in the political books of junior high school, when the demand in the market becomes more and the first quantity becomes less. **will**, because everyone wants to get the rare**, they will rush to become a monk. But this situation will not last long, just like this time the supply exceeds demand, because the first business decided to reduce production in 2021 according to the economic environment in 2020, because the demand in 2020 will drop sharply.

But I didn't expect revenge consumption in 2021, demand increased sharply, and 2021 was the most serious shortage at the beginning, and now it has gradually returned to normal. It will soon return to normal**, but it is unlikely to come back down, because the main reason for this price increase is inflation.

In general, the main reason for this price increase is inflation, and the secondary reason is that supply exceeds demand, and the price increase caused by inflation, don't think about returning to before inflation, it is basically impossible.

It may be caused by the increase in market competitiveness, or it may be caused by the price of the product, or it may be caused by the increase in production costs, or it may be caused by the cost.

The continuous price increase of well-known domestic milk tea chain brands is caused by the **** of raw materials. This will also have a huge impact on the milk tea industry.

Because the cost of milk tea is getting higher and higher, the rent is getting more and more expensive, and people are more and more fond of milk tea, so it will lead to the price increase of milk tea before and after.

Tea Yan Yuese announced a price increase, and a new round of price increases in the milk tea industry is coming. After all, the price has been **, which is also within the normal range, because it has not risen very much, most people are more acceptable. The price increase is not what the milk tea brand wants, but I still hope that fans can drink delicious and cheap milk tea, which is more cost-effective and more favored by customers.

Milk tea with a pleasant face is the ceiling of the milk tea industry, and when it is newly listed, it even has to wait.

It takes three or four hours to buy a cup, which shows that the degree of welcome is high. So, what exactly is the beginning and end of the incident? Let's find out!

First, the tea face and the joy of the color announced a price increase

Chayan Yuese has announced that it will increase its price, and the main products have risen by one and two yuan respectively. When the brand store was at its hottest, there were still people who helped buy milk tea on behalf of them, and the cost of adding dozens of yuan had to be added, which had exceeded the ** of the milk tea itself. The brand's milk tea tastes better than ordinary milk tea, otherwise it would not have been favored so much, and their biggest problem is that the previous packaging was a little vulgar, and the other is that the wages within the staff are too low, which has caused a series of negative news.

There is basically no big problem with the product, and there is more thought put into milk tea.

Second, is a new round of price reduction in the milk tea industry coming?

A new round of price increases in the milk tea industry is indeed coming, but even if the price of milk tea does not rise, other things will rise. Their packaging, milk tea powder, fruits and other raw materials are slowly rising in price, and the price increase is inevitable. When I was young, I could buy a bun for three cents, but now I can buy one for two dollars.

Consumers don't need to be too anxious about this, drinking too much milk tea is not good for the body. If you feel that the cost performance is too low after the price increase, you can only drink it for a month.

In short, no matter how delicious milk tea is, it can't compare to cold white water. Consumers only need to calm down and choose a milk tea brand that is more suitable for them if their financial ability allows.

The consumer field ushered in a wave of "price increases", following the announcement of products by many companies such as wine, condiments and food and beverages, the Internet celebrity brand Chayan Yuese in the field of new tea drinks also announced: "The price is about to rise." The ace products "Youlan Latte" and "Shengsheng Oolong" will be priced at 17 yuan and 16 yuan after that.

And leisurely, half-day floating, and the price of the zither paper kite will not increase this time.

In a store in Hankou, Wuhan City, when the reporter mentioned the news of the price increase, an employee of the store immediately did not know, "We have not received a notice yet." It wasn't until the reporter reminded him to check the official WeChat of Chayan Yuese that the above-mentioned employees said**"It's really going to rise".

Regarding the reason for the price increase, Chayan Yuese responded, "In recent years, the general environment has been too inflationary, and the cost of raw materials and other costs in the market has increased year by year. The dividends accumulated before can't bear a series of overlapping costs. In the price increase notice, Chayan Yuese emphasized that it is a brand that focuses on small profits and quick turnover, and "price increases are the last step that cannot be resisted."

From the perspective of the milk tea industry, Chayan Yuese is not the first manufacturer to increase prices. Xiang Piaopiao issued an announcement saying, "In view of the continuous cost of major raw materials, labor, transportation, energy, etc.", Chayan Yuese said that it is due to the inflation of the general environment in recent years, the cost of raw materials and other costs in the market has increased year by year, and the dividends accumulated before can no longer bear a series of superimposed costs. "Therefore, when encountering all kinds of prices, we are always unwilling and unwilling to use the cost of raw materials to solve them, such as changing ** and lower-quality milk and tea.

> do not object to the price increase, and prefer that most of the price increase will be used to increase the wages of employees. Milk tea is people's daily drink, and a small price increase will not make consumers feel sensitive. Returning to the business level, in the face of continuous cost pressure, the reasons behind the price increase of milk tea are more worthy of attention.