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With the gradual fading of the “net red” halo, the competition between well-known companies in the new tea chain is entering the “second half” of comprehensive competition from expansion speed, management quality, and even capital operation.

Tonight, let ’s take a look at some of the most popular new tea chain “head brands”, including the latest trends in Hi Tea, Nayuki ’s Tea, Fawn Tea and Antler Lane. Snacks combing found that among the above tea drink chains, the current number of hi tea stores is “top”: According to the latest operating data of hi tea disclosed in 2019, as of December 31, 2019, hi tea has been opened in 43 cities Opened 390 stores.

Remarks: The above table only lists the brands, not the complete statistics of the overall tea market ranking.

Nanayuki ’s tea and Hi-tea’s stores are not far behind. According to the 21st Century Business Review, as of the end of 2019, Nai Xue has opened 323 stores in more than 40 cities across the country.

As for the opening of the franchise model, Fawn Tea under Ruixing Coffee has expanded rapidly. According to the statistics of community store deerlogs from Chinese physical store entrepreneurs, as of the end of 2019, the number of Xiaolu tea stores was about 204, and an average of one new store opened each day.

Antlers Lane, which has been plagued by many “cottage stores”, has also expanded its store network. According to an exclusive interview published on December 31, 2019, Zhao Yuechao, head of Lujiao Lane China, said that as of now, Lujiao Lane has 110 stores in the mainland market.

Let ’s focus on the “top” in new teaStream “hi tea.

Snacks noticed that compared to the previous steady expansion, Hi Tea’s speed of opening stores in 2019 can be described as “on a rocket”. Today, when responding to enquiries on snacks, Hi Tea revealed that it opened a total of 239 new stores last year. In other words, about 60% of Hi Tea’s stores were newly opened last year, and an average of one new store was added in 1.5 days.

“Most of them are main stores, with a total of 157 stores, followed by Go stores, with a total of 63. In addition, we have also launched black gold, pink themes, daydream programs, LAB stores and other themed space stores. And for the first time, an ice-making laboratory and a dessert laboratory have been launched in the LAB store, and hand-made tea experience areas have been added in many stores. “The relevant person in charge of tea told Xiaoshidai today.

According to the introduction, the “Go shop” is a hi tea shop that has no cashiers and uses only small programs to place orders. Some stores will be smaller in area; the “main shop” is a standard shop with a cash register and can also be used. Mini Program to place an order and pay. According to reports, the Hi Tea Go applet added 15.82 million users last year, and the total number of applet users reached 21.5 million.

This digitization has also partially improved the customer experience. “In 2019, as many as 82.31% of customers choose skip-the-line shortcuts for online orders.” Xicha said in a recent announcement that in the second half of last year, the company also launched a “topping tea cabinet” to new retail Ways to further reduce customer waiting time in line.

In terms of core products, compared with previous years, the number of new products launched by Hi Tea in 2019 has reached “the highest in history.”

Snacks learned from hi tea, hi tea launched more than 240 new products last year, covering tea drinks, hot wheat bread, hi tea desserts, tea geek specialties, hi tea hilardo Ice cream), hi tea food laboratory and other series.

“We mainly launched a lot of new co-branded drinks in 2019, as well as desserts and baked bread, hilados, etc. Some of them are seasonal and limited-time products, but most of them are added to the fixed menu, so Overall, the product SKU is definitely much more than the original. “The relevant person in charge of Hi Tea told Xiaoshidai today.

Annual data recently released by Hi Tea

For the 2020 plan, Huo Wei, Senior Director of Public Relations at Hi Tea Media, said at a media exchange that Hi Tea will target a total of 800 stores this year, and the coverage of stores will continue to be in first-tier cities and provincial capitals. the Lord. In other words, the scale of Hi Tea’s stores this year will “double” directly, and about 400 new stores will be opened.

As the expansion accelerates, it is inevitable that capital expenditure will rise sharply. Snack Generation has previously introduced that Shenzhen Meixixi Restaurant Management Co., Ltd., which is part of Hi Tea, made a number of changes in business information last year. As the list of investors in this round has changed dramatically, some speculate that it may be the prelude to overseas listings.

In fact, Hi Cha’s followers. Data show that in 2020, it is not only Xicha who plans to accelerate its expansion, including “old rival” Nai Xue.

According to the report of “21CBR” earlier this month, Naixue’s tea founder Peng Xin revealed that he plans to deeply cultivate first- and second-tier cities in the domestic market, including provincial capitals and municipalities. The density of major store layouts will also “continue to do better” in terms of supply chain, automation equipment, and store operations.

She believes that in the long run, referring to the data of Starbucks’ 4,000 stores in China, according to the capacity of the national market, it should be no problem for Nay Xue to reach the same number of stores.

“We have more than 70 stores in Shenzhen. We will open up to 100 in 2020, which is equivalent to a very dense one. Basically, more important shopping malls are full. In fact, other cities will also be like this in the future. A strategy of the Son. To take root in this city, I hope that we will become a wonderful day for everyone, not a place to go once in a while. “Peng Xin said in an interview a few days ago.

Nanayuki is also very cautious. “We must strictly control each yearMake our store opening plan, because we all open stores in shopping malls, and then open larger stores, basically signed this shop half a year ago. “Peng Xin said in the above interview.

Interestingly, she mentioned in the interview that the small store can improve the efficiency of opening a store, but Nayue currently “will not open.” She explained that the new tea production process is complex and has a low degree of mechanization. Whether it is fruit tea or pure tea, it requires more manual operation, so it needs more staff, and it is difficult to open a small shop. In addition, the two categories of tea and baking are parallel, and there is more demand for space.

Like hi tea, Nayuki’s tea currently has different store types, such as the “Nanayuki Dream Factory” which opened recently. According to “21CBR”, the new store covers an area of ​​1,000 square meters, and integrates tea, baking, retail, pubs, steaks, and other formats. According to Peng Xin, there will be no more than three stores in the country in the future, and one in each of Beijing and Shanghai.

In the process of rapid expansion, the founder of Nai Xue also has a lot of anxiety: “We now have more than 14,000 employees. If the number of stores in the future is 10 times or 100 times, how to make so many Do people make consistent products? Stable quality control is the most difficult. “

However, compared to Hi Tea and Nayuki, which have not yet been listed, relying on Ruixing Coffee, which has gone to the US for IPO and is very popular in the capital market, Fawn Tea is even more aggressive. The latest entry is that Xiaolu Tea is different from other competitors, and its rapid expansion will rely more on joining.

Less than half a year after the brand launched, its parent company Rui Xing said: “Our goal is to become China’s largest ready-made tea chain company.” At present, Xiaolu Tea’s store opening strategy is mainly franchising, and the goal is to cover the whole country.

In the third quarter performance meeting of Ruixing in November last year, Lu Zhengyao, chairman of Ruixing Coffee, revealed that since the launch of the partner model of Fawn Tea, “the overall feedback has been very good.” “Some (partners) have found stores and some are renovating storesIt will also be retained, and the expansion will be accelerated by using large stores and small stores. “

“Our plan is that there will be two to three large stores in a city. In malls and core business districts, small stores will open traffic entrances in communities and streets to achieve full coverage of the life circle.” He It is said that these Antler Lanes on the streets and residential areas will also be marked with a small sign, and the name will be changed to “Staghorn Lane S”.

According to reports, currently the stores in Antlers Lane are still directly operated, but “the joint venture will be opened in the future.” Zhao Yuechao said that because the store has become smaller, some equipment and manpower have been reduced, and it has been reduced to three to four employees, which can minimize the cost of investors. At present, the total funds for opening a small store can be controlled at 200,000. about.

A report released by Mintel in February 2019 shows that the growth of China’s tea beverage market increased from 14% to 48.5 billion yuan in 2017-2018. During the same period, the sales volume of beverages in tea shops increased by 4%, and reached 1.293 billion liters in 2018.

Mintel predicts that in the next few years, the growth of this market will tend to moderate while maintaining stability, and the average annual compound growth rate of market sales between 2019 and 2023 will remain at about 3%.

In 2020, it can be seen that no matter whether it is a large or small store, or whether it is directly operated or joined, all of the above-mentioned tea drink chains will invariably vigorously “play horse enclosures.” It is not difficult to predict that the competition in the new tea market will become more intense this year. What will happen to this emerging market’s influence map today? Snack Generation will wait and see with everyone.