Who can win?
There are so many novel things in the world that are difficult to understand, just like marveling at the young people who are so long and long queues for a cup of milk tea.
Chengdu Xicha Opening Queue
Two phenomena-level milk tea brands: Xicha and Nai Xue の tea, the two become the leader, in fact, there are many similarities: product power – new taste development; brand power – younger and more energetic Brand image; marketing power – more professional marketing and promotion content, even including the promotion of capital and so on. From the consumer’s point of view, these elements also make the long queues difficult, and become a social currency that can be displayed after purchase.
So, we have seen countless friends in this circle of friends this year: “3 hours has finally reached the heart of the people’s heart of the Zhizhi Raspberry ~” …
Social data big PK: hi tea VS nai snow の tea
Hicha & Nai Snow の tea has always had similar entanglements in the product, so I can always see the contrast between it. But the difference is that as two brands with a strong social port reputation, Time Fun believes that through the analysis of social data, they can find their more hidden and professional brand insights.
To this end, we have done some data mining and analysis for these two tea brands through our own AI cloud technology. Let’s take a look at the difference between fan users of two brands on social networks. What are the different views of users on the attitude and reputation of the two brands? What are their focus on brand communication? Where are their shortcomings and winners?
Bout one: Social word-of-mouth competition
Brand word-of-mouth is an important lyric feedback, which represents what problems the brand has in the current user’s mind, and what are the highlights, the brand needs to start to grow with the help of word-of-mouth performance. Shorten. Time Fun AI Cloud found the word-of-mouth gap between the two brands by participating in the discussion of the keywords of the two brands. 
Nai Xue の tea as a tea drink network red, is a popular spot for young consumers to take pictures; “business is hot”, “yan value调” and other public opinion became the first impression of the brand. 
“Net Red Drinks”, “Innovation”, and “Cross-Border Cooperation” are the first impressions of netizens when they mention the tea brand.
But the two brands also have problems in word of mouth. Nai Xue has been mentioned by the users of more health problems, and Xicha also has a negative brand public opinion crisis such as seizure (it is also reported as a health-related issue).
Through the sensational monitoring of the time, it can be found that the two brands have had a public relations crisis in health to varying degrees this year. 
Nai Xue の tea 4-7 month sensation monitoring
Through the observation of the cloud insights, Nai Xue の tea has recently appeared three times in public opinion orgasm On June 13th, Phoenix Net Technology reported on the illegal operation of the staff of Nai Xue’s Cha Zhuo Yue Hui store, and the official publication stated that it accepted the timely improvement of the supervision department and the media, which triggered the attention of netizens. 
His Tea April-July Public Opinion Monitoring
Hiking tea, on June 2nd, Suzhou Yixi Tea Shop was seized due to the hygiene problem of customers drinking flies. Xicha Head Office apologized to consumers and said that “until the problem of flying insects is allowed to reopen” , triggered the attention of netizens.
At the same time, we also found through the word of mouth, Nai Xue has a high-quality vocabulary such as “good-looking”, “style”, “foreign gas”, which can be seen in the user’s word of mouth, this is a very petty brand .
While tea has more cross-border marketing-related vocabulary, it shows that it has no less effort in marketing and a higher user interaction volume. In addition, users are particularly interested in the products of Xicha.Note that its financing situation and operational gameplay are the network red brands that have been researched in the marketing industry. It is no wonder that there are so many articles analyzing the brand of Xicha.
In the further analysis of public opinion, the positive evaluation of the two brands is dominated, but there is still a small part of the voice. 
Referring to the positive evaluation of Nai Xue, the focus is on good drinking, fresh raw materials, good health and fragrance, and the snack products are delicious, delicious, full-bodied and exquisite in appearance. 
Recommended the positive evaluation of hi tea, which is the most praised for its drinks and snacks, and is also very satisfied with its packaging.
The difference is that the user’s reputation for the fresh and healthy word of Nai Xue is a key word, which is a significant advantage of Nai Xue. In the word-of-mouth of hi tea, although everyone praises it as clean and innovative, there are no fresh and healthy keywords, which may be a potential problem for food brands. After all, consumers are concerned about the relationship between food and health. .
At the same time, users may be more satisfied with the packaging of hi tea, which is one of the places where Nai Xue needs to improve. In the sound of Tucao, we found that the taste and health problems are the most complained places.
By comparing and analyzing the public opinion of the two brands, we found the following insights:
Food hygiene and safety is the most important moat for catering brands. Once a crisis occurs, it will bring indelible negative reputation to the brand and will continue to influence consumers’ impression of the brand for a long time; /p>
The price of these two milk tea brands is generally higher than other milk tea brands, but there is not too much price complaints in the user’s word of mouth, and even positive and affordable related words, which further proves that today Consumers are willing to pay for the added value of the brand, perhaps the taste of innovation, perhaps the design and storefront of the foreign market, and the psychological satisfaction of the long queues only for the friends circle. The price/performance ratio is definitely no longer the core of consumers’ attention. They pay more attention to who the brand is and what it means to consume the brand.
Round 2: Who is stronger in spreading the game?
When the fun AI cloud monitors the social marketing content of the two platforms, it is found that the two games on the social side are absolutely playing in the Eight Immortals, and each has its own magical powers, but what about the effects?
Through the collection of public information, we found that the popular publicity activities of Nai Xue in 2019 mainly focused on: the opening of new stores, the release of new products, and the cross-border of brands. 
Happy tea has more efforts in marketing, and is frequently active in cross-border gameplay with major brands, and is more adept at using hunger marketing such as limited models and special models.
It is not difficult to see from the communication activities that Nai Xue has always listed the social platform as an important way of publicizing the opening of the new store, and the tea is more concerned with the social image of the overall brand. Create and continue to increase the brand’s popularity and topic through a variety of interesting and topical cross-border cooperation. Among the cross-border cooperation brands, Xicha cooperates with hot topic brands more frequently, but Nai Xue has more cooperation with traditional famous brands. 
In terms of the frequency of media reports, including the word-of-mouth of users who are interested in AI cloud feedback, the marketing of Xicha in marketing is a brand that is deeply impressed and has more discussion. Today, with consumers’ scarce attention and fragmentation of content, its frequent brand cross-border play has helped the brand to maintain a fresh topic.
But it’s also important to remind the brand that the same brand is too frequent or too single to use the cross-border gameplay to tease the user’s eyes, which will make it easy for users to take this kind of behavior from the brand. Min, including hunger marketing, too. For Nai Xue’s tea, we also look forward to its bolder and more innovative ideas.
Round 3: Differences in social fansIs it a big distance?
The fans of social platforms are one of the representative groups of brand users, and their characteristics largely reflect the user characteristics of the brand. Studying the differences between the two fans has important marketing implications for the brand.
When the fun AI cloud analyzed the fan data of Nai Xue の tea (hereinafter referred to as Nai Xue) microblogging platform, it was found that the fans of the brand are mainly female, accounting for 80.21%, but there are also nearly 20 % of male fans, so that more boys fall in love with milk tea, it seems that there is still a long way to go. 
In fans The geographical aspects of the population, Jiangsu, Guangdong, and Beijing are the top three places. The southeast coastal cities are generally more concerned, and the central and western parts of the Northeast are less concerned. There is a big gap between the tea and the tea here. There will be a show. 
In fans In terms of age distribution, 90 and 95 are the main force of their brands, accounting for 32.81% and 36.02% respectively, while the economic ability is better after 85, the attention is not as high as expected, is it all started to drink milk tea? Now, only 7.27%. After 00, it was also inferior to that after 90, accounting for only 16.54%. 
Last, The fans who pay attention to Nai Xue are not only the food control, but also pay attention to tourism, entertainment and fashion. It can be seen that a group of young boys and girls are full of vigor and vitality. 
The fan characteristics of hi tea and Nai Xue have many similarities, but there are also obvious differences.
In terms of geography, two teas were born from Guangzhou In the brand, Xicha is more concerned by the attention of Guangzhou users, and it is nearly 9% higher than Nai Xue. At the same time, the attention of Xicha in the two important cities of North and Shang is better than that of Nai Xue. The penetration rate of first-tier cities such as Beishangguang is very strong. However, from the data point of view, Nai Xue is more popular among fans in Jiangsu.
There are some small gaps in the age distribution of fans. Although they are more focused on brands after 90 and 95, Nai Xue is more affected by 90-95 (25-30 years old). Fans like it, and the attention of Xicha in the post-85s is nearly 8% higher than Nai Xue. These subtle gaps show that among the fans of the two brands, Xicha is more popular with the old aunt. Nai Xueduo has won the favor of some young and middle-aged people. 
In terms of fan interest, although they are all food control, but the tea users are more like a house than Nai Xue, they may not like travel, more likeHappy to watch gossip at home or more variety. 
Through two Comparing the fans of the brands, we found the following user insights for the entire tea industry, including the two brands:
Cream tea is still a favorite of the girls. If you want to make a cool, men’s milk tea brand, you may be thankless, but for the existing male fans, do the two brands consider launching 1 – 2 more masculine (package or taste) milk tea products, which can be referred to;
From a geographical point of view, Nai Xue has a large upside in the north, and Xicha has a larger space in Hunan and Jiangsu. For milk tea, milk tea seems to have not become the main consumer goods in the remote areas such as the northwest, where the economy is relatively backward. Even if these two brands are already hot in the southeast, this firepower has not spread. As an indispensable force in the middle, Sichuan deserves to be a big province for food. The three provinces are very cold for the two milk teas. Maybe they prefer the 撸 + + beer bar; these areas are the scalable market space of the milk tea brand in the future.
At the age level, the 70 and 80 health parties do not seem to have a cold on milk tea, but in addition to the main 90 and 95, there is actually a large upside after 85 and 00. How to spread from the taste and health perspective Content to better attract these two ages is one of the future strengths of these two brands;
By the distribution of fan interest, in addition to highlighting their own food and fashion genes, Nai Xue and Xi Tea seem to be able to deeply integrate tourism-related content, giving the brand a label for travel literary atmosphere and increasing itself. Brand differentiation. Hi tea seems to make your content more social entertainment, more fun and interesting content, absolutely right for hi tea.
From the current overall situation, the two brands have many similarities in fan users, lyrics, and communication methods, and each has its own advantages and disadvantages. At the same time, it will be found that the two brands have not formed a particularly obvious differentiated label, which is also the reason why consumers always associate them with the similarity of products. It is possible to continue to establish a clearer brand personality in the future competition of the two brands, in order to always win the consumer’s favorite.