It sent 6 signals to the beverage industry.
Editor’s note: This article comes from the WeChat public account “Café” (ID: KamenClub), author :monarch.
During this time, Mi Xue Bingcheng stores exceeded ten thousand.
Mixue Bingcheng, which started from a stall, became the first Wandian brand of new tea drinks.
Milk tea with an average price of 6 yuan/cup, standing out from the wind and waves, what signals have passed to the industry?
Mixue Bingcheng Po Wan store, stores nationwide “buy as much as you want”
Yesterday, Mi Xue Bingcheng’s stores in Zhengzhou had already hung the banner “Congratulations to Mi Xue Bingcheng’s global stores breaking through 10,000, buying as much as you want”.
All the TV screens above the bar were replaced with eye-catching designs with black borders and yellow text on the screen of “Mixue Ice City Global Stores Breaking Through 10,000”, which can be clearly seen across the road.
In the health road commercial district where Zhengzhou stores are dense (more than 6 stores within 1 km), I chose a store to consult.
My little brother moved out a box of vouchers from under the bar, which has not been unboxed. “Today is the first day of the event. How many coupons will be given for how much money to buy.” The specific implementation details are that 10 yuan vouchers will be sent for 10 yuan products.
I bought two new cups of Peach Seasonal Spring, 12 yuan, and received 12 vouchers of 1 yuan
This 1 yuan voucher, except for the 3 yuan crispy ice cream, can be used for any other cup of products.
Introducing the little brother, this activity has been carried out in stores across the country for a total of 3 days, from June 21 to June 23.
The coupon has no set period of use. Although it is only 1 yuan, but for Michelle Ice City with a unit price of less than 10 yuan, this discount is already sincere enough.
As of press time, the official Weibo and WeChat of Miyue Ice City have not officially released news, but from the perspective of store activities, the birth of the first Wandian brand of New Tea Drinks has been hammered.
Mixue Ice City, which just announced that the number of stores exceeded 7,000 at the end of 2019, was still riding the wind and waves under the influence of the epidemic. It achieved the goal of 10,000 stores at an average speed of opening 20 stores a day.
The first Wandian brand in the tea industry was born, what signals did it send to the industry?
Wandian brand was born, what signals did it send to the industry?
1. For franchisees of chain brands, 2020 or a good time to “undercut”
In 2020, it may be a rare expansion opportunity for chain tea brands.
The epidemic caused thousands of small stores to close, leaving huge vacancies in the market. Big brands have financial strength, siphon effect, and bargaining power in rents. At this time, they expand and have excellent cost performance.
In fact, from March to May this year, it was the busiest 3 months for Mizuki Bingcheng franchisees.
Mixue Bingcheng opened its shop quickly during the epidemic, pictures from public comments
“Everyone is busy opening new stores. Among the old franchisees I know, almost