Be careful, don’t fall!
Editor’s note: This article is from WeChat public account “Commercial Real Estate Headlines” (ID: Dtoutiao) , author Lu Zhizhen, editor Fu Qingrong. The original title “Little Deer Tea Runs the Truth: Going to the Countryside, Burning Money, Slum Girls…”.
On the line for half a year, “Solo” for two months, Xiaolu tea suddenly accelerated.
“National 28 cities, we are here!” Recently, Xiaolu Tea announced the explosive opening of the store on the exclusive Weibo and WeChat. Holding the deer tea, wearing the “Little Deer Tea Blue” spokesperson Xiao Zhan, laughing out a big white tooth.
In one breath, 42 stores in 28 cities, celebrity endorsements + burning money subsidies, Xiaolu tea’s “crazy” pace is exactly the same as Rui Xing at the beginning of the birth. However, the path of the store expansion behind the study, each has its own focus.
With the sinking market and “0 yuan to join”, Xiaolu Tea’s fast attack style is lighter. However, “light”, to a certain extent, also means instability. Stall has become a potential crisis.
Go to the low-line cities
According to the headline of commercial real estate, 26 newly opened 42 stores are located in second-tier cities, accounting for 61.9%; 9 cities in the third-tier and below, accounting for 21.43%; only in first-tier cities There are 7 companies, accounting for 16.67%.
Source/Little Deer Tea Micro Signal Mapping/Commercial Real Estate Headline
As far as the current store layout is concerned, the city where Xiaolu Tea is the main focus is on the 2nd, 3rd and 4th lines, and the consumption scene is mainly leisure. With the main first- and second-tier cities, and locked in the office crowd, Ruixing can form a regional complementarity.
Rui Xun’s prospectus shows that as of March 2019, Ruixing Coffee Store has reached 2,370, all of which are self-employed. Among them, Guangdong Province ranked first with 386 stores, followed by Shanghai and Beijing, with 343 and 336 respectively. It can be seen that the first-tier cities are densely distributed areas.
On the other hand, compared to coffee, tea has a wider track in low-tier cities, and this can also strengthen Ruisheng’s competitiveness in various cities to a certain extent.
According to the data provided by Ruixing, 2