What signal does the “super-segment category” send to the market?
Editor’s note: This article href=”https://mp.weixin.qq.com/s/p5pXqgpjeradSF7qxua8YA”> “cafe door” from the micro-channel public number , Author: monarch .
Recently, 3 brands have attracted my attention:
One is Xiaomanchatian, locate cherries drinks, just finished Pre-A last week Round of financing;
One is to have a cup of rice drink, make rice thin drink, and open 6 direct stores in 4 months;
One is Heji Peach, focusing on the flavor of peaches, and the monthly takeaway sales have achieved 10,000 orders.
The “super-segmented categories” focusing on single fruits and grains are sprouting everywhere. What signal does this send to the market?
“Super-subdivided categories” are budding everywhere
Look at the transcripts of these three brands first:
1. Cherry tea made with tens of millions of financing, the average monthly revenue of the store exceeds 500,000
Last week, Xiaoman Chatian, a tea beverage brand from Beijing, received tens of millions of RMB in Pre-A round of financing led by Yuanhe Yuandian and co-founder Gan Jiawei of Haishi Capital and Meituan.
Xiaoman Tea Field is positioned as “Cherry Tea”, focusing on cherries with a sense of value and topicality.
The main cherries, the picture comes from Xiaohongshu
According to Xiaoman Chatian ChuangThe founder Liu Zizheng revealed that after opening the first store in Chaoyang Joy City in July this year, he polished the ideal single store profit model.
The new Zhongguan stores opened one after another achieved the highest score of 1500 cups in a single day. The 40-square-meter store has a monthly turnover of 500,000+, making it No. 1 on the hot beverage list in Haidian District, Beijing.
As of press time, Xiaoman Chatian has opened 15 stores in Beijing and Shanghai.
2. The rice drink is made into “milk tea”, and 6 direct-operated stores have been opened in 4 months.
Changsha’s new brand “Lai Cup Rice Drink”, uses rice milk instead of tea soup as the base, plus various popular accessories, to become a cup of “milk tea” with its own health attributes.
Use rice milk instead of tea soup as the base, the picture is from the public comment
Yang Zhe, the founder of Laibei Miyin, said that in August this year, the first store opened in Changsha Wuyi Square. A small store with more than 10 square meters, a customer unit price of about 12 yuan, achieved a turnover of 70,000 + in the first month.
In Changsha, where food and beverage competition is fierce, in 4 months, this brand has opened 6 direct-operated stores, which have basically entered the top 10 of the regional beverage rankings, and 4 stores are under renovation. It is expected in January Opened.
3. Focus on the peach flavor, monthly sales for single-store takeaways are 9999+
Heji Taotao is a brand that was launched in December last year. It focuses on peach flavored drinks. After testing the store model in the second-tier city of Kunming, it opened its first store of 12 square meters in Shanghai Hongyi Plaza at the end of June this year.
