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Young people today may never be able to detect the increase in vegetable and meat prices, but every price increase in milk tea will inevitably cause a wave of wailing-“This day can’t be over.”

So Dangxi tea and Nai Xue no tea (later called Nai Xue) Some products have increased prices, and the head milk tea brand has officially entered the ” After the “30 Yuan era”, the young people with Zhenbo Ye flowing in their blood vessels immediately put the topic of “price increase of 2 yuan for many tea products” on the hot search.

The reality is that those who are loved are always fearless. Hi tea and Nai Xue also responded to the price increase on the grounds that the price of high-quality raw materials and logistics was raised, but they did not call back prices like Xibei and Haidilao.

Young people are also good-hearted, and they are also raising prices. Why are they apologizing and reducing prices on one side, but are indifferent on the other? DT is very curious, what is the power that makes Xicha and Nai Xue withstand the pressure from public opinion, is it really forced to livelihood? Or is it because they do have enough confidence and confidence?

We decided to use the data to help you find your way.

From public opinion, most people are not willing to pay for the 30 yuan milk tea

On April 9, after the hot search for the price of Xicha, Sina News launched a Weibo poll of “Will you drink more than 30 yuan for milk tea?” From this vote, we can draw two conclusions: from the number of participants, everyone really cares about the price of milk tea; from an attitude, most consumers are notThe price increase of head tea is not recognized.

As of April 16, in this vote of nearly 2 million people, 62% of netizens said they were “price-dismissed”, and more than 30% of netizens said they would “drink less.” Only 5.4% of consumers believe that even if milk tea rises to 30 yuan, they are still willing to pay for it.

Obviously, price will affect the consumption behavior of most people.

We further collected 17,000 comments under this Weibo, and found that the reasons for not drinking are mainly concentrated on “not worth the price” “the price is already unreasonable, and now it is even more unreasonable” “milk tea” The technical content is not high enough to replace it “and” said that the cost is rising, how can other milk teas not increase prices “.

Everyone kindly mentioned many alternatives in the comments. In addition to popular milk tea brands such as Mi Xue Bingcheng, Yidiandian, CoCo and Yihetang, there are instant milk teas such as Xiang Piao Piao and You Le Mei.

Even drinks such as Assam, Coke, and coffee brands such as Starbucks and Ruixing have a lot of fans. Netizens said that “it’s already 30 yuan. Isn’t it good to drink coffee?”

And those young people who have filled the cooking skills tree after the epidemic have already mastered the practical methods of milk tea, even if the milk tea brand raises prices across the board.

But the question is, Weibo users mentioned numerous “alternatives”, are Hi Tea and Nai Xue really facing such fierce positive competition? Will it really be replaced after the price increase?

Milk tea: a highly competitive market

We can be sure that from the data, milk tea is indeed a very competitive market.

Judging from the number of brand stores, the fierce competition in the milk tea industry is like a “red eye” fight. We have made incomplete statistics on the number of stores of all milk tea brands on Dianping. The top 10 brands have more than 1,000 stores in the country, and more than half of the brands have appeared in the popular alternatives mentioned by netizens.

Among the milk tea brands, the number of Xicha and Naixue stores are not dominant, ranking 30 out.

Some milk tea brands still have copycats and genuine products flying together, such as tribute tea, deer horn lane, and royal tea It can’t be distinguished) . While facing competition with their peer brands, they also have to resist the fatal blow from their own cottages, “Laughing skr people, fake ones are better than real ones.”

The prevalence of these head chain milk tea shops is not all in the market, and the number of registered milk tea companies is huge.

Sky eye examination data shows that allWithin the country, most of the catering companies whose business scope involves milk tea are concentrated in Guangdong, Jiangsu, Guangxi, Zhejiang, Hunan and other regions. Among them, the most competitive Guangdong Province has nearly 45,000 milk tea companies. Jiangsu and Guangxi, ranked second and third, each have more than 20,000 milk tea companies.

In the library of well-known milk tea brands included in Tianyancha, there are nearly 40 net red milk tea brands in Shanghai alone, including our familiar “Aunt Shanghai”, “Love Warm First Tea” and “Yifang Taiwan Fruit Tea” , And the recent “People are in the tea” with the 5L big barrel of milk tea, and so on. The second-ranked Guangdong also gave birth to powerful players such as “Lele Tea” and “Beijing Tea Lao” to compete with Xicha and Nai Xue.

In such a market where the bayonet fights, why do Xicha and Naixue dare to raise prices?

We assume that these two brands have sufficiently rational management, and there are good reasons for making price increases, so we have done some more detailed analysis from multiple dimensions such as price and layout to try to find out their Emboldened.

Competitive advantages of Xicha and Nai Xue

Through the layout of the urban power of each brand, we found that Xicha and Naixue have different layout logics from many other milk tea brands, and there may be no positive competition.

Xi Cha and Nai Xue’s main positions are in first-tier cities. Shenzhen and Shanghai are the two most important positions. The most popular players in this time, Mi Xue Ice City, are located in Zhengzhou, Xi’an, Wuhan, Chengdu and Shijiazhuang, and they are not on the same battlefield as the previous two.

CoCo, Yidiandian and Ruixing (小鹿 茶) There are not many layouts in first-tier cities. There are parts of the battlefield that overlap, but all take the strategic route of the masses that spreads across the country and is covered with rain and dew.

Let ’s take Shanghai as an example, and look further at the store layout of these brands. It can be clearly seen that the stores of Xicha and Naixue are basically concentrated in the inner ring, mostly near some high-end shopping malls and office buildings. It is a boutique and high-end route, focusing on business white-collar workers.

Although the voice of Mixue Ice City is high, most of them are distributed in the suburban areas such as Jiading and Songjiang. They are usually near the colleges and universities, and mainly focus on the student population. Most of the CoCo and the little ones in street stalls and low-end shopping malls are crazy layouts throughout the city, mainly based on walking volume.

Lu Lu, a senior fan of Xicha, told DT Jun: “I do n’t agree with the price increase either. It ’s not a matter of 2 yuan. It just means that the epidemic has n’t ended yet. , 1 o’clock, CoCo is still quite a bit worse than its taste. Also, I’m just curious where is the Miyue Ice City that everyone mentioned? I have never seen it in Lujiazui. “

This also actually illustrates a problem: Although there are many players, the number of ways is not similar, but in fact it is not an opponent. Those who mentioned many alternatives may not have been the target audience of these two brands.

Xicha and Nai Xue are assured of higher prices, it is the high price itself

We also looked at more consumer data from Xicha and Naixue. It is reasonable to suspect that it is this positioning of taking the boutique route that gives Xicha and Naixue the confidence to increase prices.

We selected a few popular milk tea brands with high consumer mention rates from public reviews, compared with Xicha and Naixue.

From the perspective of price, Xicha and Naixue are the only two brands around 30 yuan. The prices of other brands are mostly between 10-20 yuan. The average price of Mi Xue Bingcheng, which is the most popular, is only 6 yuan. .

Although the price is one grade higher, the evaluation obtained is also significantly higher. Taken together, these two brands have obvious competitive advantages in taste, environment and service score. The combined average score of the two is close to 9 points, while no other brand has more than 8 points, and most of them come in at 7 points.

Even if Starbucks and Ruixing were brought in and compared together, the combined scores of Kicha and Nai Xue were still higher than theirs by a close price.

That is to say, consumers of Xicha and Naixue are very satisfied with the significantly more expensive milk tea they bought.

A paper published in the Journal of Guangxi University for Nationalities in November 2018 also discussed this issue from another perspective.

The paper crawled through 110,000 valid reviews from the public comment Shangxi Tea Store, and classified the consumer experience and behavior of consumers in the frequency of the reviews. The results also prove that the consumers of Xicha are most concerned about the product itself Overview, including ingredients, tea varieties, taste, etc., followed by service experience. In addition, consumer psychology such as “conformity”, “punching” and “pulling grass” also account for a large proportion.

The product price is actually the feature with the fewest mentions.

In short, Xicha ’s main customer base is not very price sensitive.

This means that adding 2 yuan to the original average price of up to 30 yuan will not prevent consumers from entering the store.

Peng Xin, the founder of Nai Xue Nocha, once mentioned in an interview that to get rid of the low-end impression of milk tea and become a lifestyle for young people, Nai Xue must solve two things, “One is to make everyone feel , The positioning is fashionable and in line with his taste in life; the second is that the product quality should meet the requirements of 20 to 30-year-old fashion white-collar groups, not just for children. ”

In economics, there is a term called the “Veblen effect”, which means that the higher the price of a product, the more it will be favored by consumers. As people’s incomes increase, consumption gradually shifts from pursuing quantity and quality to pursuing taste. At this time, the “Veblen Effect” will appear-luxury pricing is based on this principle.

Similarly, for the customers of Xicha and Naixue, cost performance is not the primary consideration. The extra taste and experience just show their taste and style, and they are willing to pay equal for this. Premium.

So new tea brands such as Xicha and Naixue dared to pay expensive rents and faced Starbucks, instead of imitating the hottest tribute tea and royal tea in Shenzhen at that time, staying at the street stalls.

In terms of customer positioning, the real rivals of new teas such as Xicha and Naixue may be Starbucks. But in China, there are definitely more milk tea lovers than coffee lovers.

To put it bluntly, those of us who love Mi Xue Bingcheng and a little bit, who have been staring at Ruixing discount coupons all day, were not originally the target consumers of fine tea. In this opposition for a long time, people actually do not care.

Iron iron,Old heart.

However, in the current epidemic situation, the retaliatory salary increase has not come, the retaliatory price increase first, and whether the Van Buren effect will be affected is still unknown.

Not to mention, the players on the boutique route are not only Xicha and Nai Xue. Will their unflattering operations become a good time for the rise of Lele Tea? let us wait and see!