Edit | Yang Jie
After the Wahaha \”selling milk tea\” more than a year, recently, there is The franchisees of many Wahaha milk tea shops broke the news, and the lathequin store continued to lose money. \”There is no direct store to open directly, and the oral promise is false news\”, and the franchise name is not a joining qualification, but he is Male signing a collaborative contract for a number of stores; many franchisees can only close the store to reduce losses.
In order to lay a diversification, in May 2020, Wahaha set up the first chain shop in Huai’an, Jiangsu, launched a variety of milk tea, the main national tide, feelings, nutrient elements with AD calcium milk. And open the franchise mode. Immediately, the Wahaha milk tea shop began to open in the country. In July 2020, when Wahaha opened in Guangzhou’s online tea shop, 75-year-old Zong Qing also arrived at the platform.
However, there are industry insiders to disclose, in Wahaha’s milk tea franchise store, the brand price provided by the brand is high, the brand is lacking, and many franchisees who participate in the idea of \u200b\u200bthe idea The turnover of the store can’t cover the expenditure, and it is lost \”bloodyness.\”
The new tea and brands of tea, the rise of Nahue’s tea, let the giants can’t help but take the \”milk tea shop\”. Since 2019, there are traditional drink brands such as fragrance, Wahaha, Wang Laoji, all lay out of their own offshore tea restaurant. But before, Wang Laoji’s online brand \”1828 Wang Laoji\”, also encountered the complaints of the franchisees, and all the franchisees show that \”false investment, no honor commitment\”, leading to the continued loss of the franchisee.
Want to copy tea, Nai Xue \”Post Road\” Wahaha, still did not dig this hundred billion market cake.
Loss, the franchisees of the store
The Xiaoyu, who was aunt at a Wahaha milk tea shop in Hangzhou, and received this store losses after working for a month. Close the notice.
Xiaoyu told Ai Financial Society, her boss is a Wahaha milk tea store franchisee, manned five stores; she has been in-service, and four stores have opened for half a year, she is responsible for stores It just opened. In Xiaoyan, this store address is good, there is a commercial building, community residential, and there are also stations, and there are also a lot of milk tea brands, and a short street has been crowded with a little bit, tea. Various milk tea shops in the ancient tea.
\”In addition to our home, other domestic tea shops in this street are very good, especially when people in the evening are too traffic. Or ‘tea Baidao’, such name loud, high-name brand business Ok, Hangzhou’s milk tea shop competition is very intense. The slightly smaller brand is selling. \”Xiao Qing said that in order to attract customers, she has been doing discount activities such as\” buy one get one free \”in the early days of the store.Wahaha also puts milk tea advertisements in the WeChat friends. \”Everyone is cheap, the business is particularly good, but wait for the event to stop, people will not come.\” In order to improve the turnover, Xiao Qing said, her store also is a social operation, shot marketing, do Takeaway business, but the turnover is not.
Xiaqing revealed that in all cost spending of this milk tea shop, rent and raw materials cost, but the turnover of the store could not overwrite all expenditures. \”We are in large bottles from the company, but it is not cheaper than the outside price. In order to save money, our store even find the goods into the eight treasure porridge. There are 4 stores and a store in our store. Long, I have to add human cost, \”
Before the door closing, Xiaoqing was almost a bill:\” This store has a monthly turnover of about 100,000 yuan, several stores average daily The loss is 6,000 yuan, and the loss can be 180,000 yuan for a month. So, the boss hurriedly turned it. \”
In May last year, Wahaha official Weibo once said that the tea shop project Not from the Wahaha company direct, but authorized to give partners in operation. According to the official website, the current Wahaha milk tea management company is \”Guangzhou Wahaha Health Drink Co., Ltd.\”, the company was established in October 2019, registered capital of 2 million yuan, Guangdong Guanhua Health Industry Co., Ltd. Shares 75%, Wahaha Business Co., Ltd. The company holds 25%.
But Wahaha’s milk tea project is not much attention. On July 27, 2020, when the Wahaha milk tea opened the country’s first direct store in Guangzhou, Zong Qing came to the scene \”platform\” and tasted the main product. At that time, a \”Wahaha Tiansheng Natural Good Tea Cooperation Handbook\” was said that Wahaha is to set up a joint venture with other companies, and lay out the tea and seat market with light assets. The \”Handbook\” also attached a message from Zongqing’s post-name, which said: \”This is the ‘third entrepreneurial’ of Wahaha\”, \”We are facing the market competition more fierce, and is about life and death.\”
Many franchisees have been attracted by the brand of \”Wahaha\”, and I don’t have to invest a lot of money.
According to the official website, in addition to the cost of franchise, the total investment of 50 square meters, the capital city, prefecture-level and county-level cities and townships is 245,600 yuan, 217,600 yuan, 18.96 10,000 yuan. But there is a new first-tier franchisee to the Ai Finance Society, and he joined the Wahaha milk tea store’s investment amount actually above 500,000 yuan, far exceeding the official website’s estimated data.
The investment of 500,000 yuan is also a higher tea tea at the time. All materials of the franchisees must be unified from the brand supplier. \”The price of materials from internal procurement is very expensive, and the cost is difficult to drop.\” The above franchisee revealed. And the AI \u200b\u200bFinance News found that from the pricing of Wahaha milk tea products, the minimum of 10 yuan, the highestMore than 20 yuan, mostly in 15 yuan. At the same time, franchisees also bear the cost spending of high artificial, store rent, and the profit margin is quite thin.
Therefore, but for more than a year, Wahaha milk tea business encountered the franchisees’ \”champion\” broke.
\”Different four stores under my boss,\” Xiaoqing said, \”Now the 5 stores are transferred, but Hangzhou housing rent is worth it. According to my Knowing that there are more than 20 Wahaha milk tea shops operating in Hangzhou, and four or five stores are also transferred. \”
From the number of stores and progress, you can also see the embarrassment of the Wahaha milk tea project. When the project has just started, according to the media report, the Wahaha side said that in the next 10 years, there will be 10,000 milk tea shops in the south market. However, according to the official website, as of now, there are more than 300 online tea drink shops that Wahaha milk tea stores have signed, and the goals of 10,000 stores are far away.
Narrow door data shows that as of September 6, Wahaha milk tea has 399 stores, including 31 stores that are marked \”suspend\”. Ai Finance Society is searching for many Wahaha milk tea shops in the US group platform.
\”Love Brand\” does not pass
In the viewer, in addition to cutting \”leeks\” through high franchise expenses, Wahaha milk tea’s \”love card\”, .
Wahaha’s AD calcium milk was a generation of childhood memories. According to the official website, Wahaha milk tea is combined with the childhood nutrition and the time of the feelings, the novel trend elements, and create a national tide tea and drink brand, with the highlight of \”childhood memories\”, using AD calcium milk, nutrition fast line, eight treasure porridge is inspiration Creative elements, the main features of the AD calcitogenic explosion model, mainly for 16-35-year-old consumer groups.
Ai Finance Agency notes that in the products sold in Wahaha, there are both high-quality fruit tea, coconut carrier, and the hot taste such as cheese brood. There is also a main AD-calcium-made AD Mang wave ice, AD grapebobes, strawberry lactate milk, and chestnut fresh cattle milk, tract of health and health route, tamper, milk tea, and mud blue milk.
From the product positioning, the Wahaha milk tea owner hits \”love card\”, which also contains nutrition and national tide concept, which is very catering to the consumption trend at the time.
(Figure: Screenshot of social platform)
However, in the actual store operation, Xiaoqing, as the storeman, found that you want to keep younger consumptionNot that is not so easy. \”In fact, the single product pricing and tea of \u200b\u200bour store are almost the same. The cost performance may be higher, because our ingredients are very rich. But many customers come and see, and many consumers who have been drinking big names. I don’t want to taste new. Several store director has analyzed why the turnover is not going. Everyone feels that Wahaha is a beverage company, the brand image is fixed, consumers can’t think of it with the milk tea. \”
Wahaha brand is highly popular, but it is also aging, the attraction of young people is weakening. The dairy expert Song Liang explained that \”Wahaha changed his style, may have a certain impact on consumers, but the mainstream consumers of milk tea are no longer a person before the 1990s, isn’t there a feelings of Wahaha after 95, still A certain deviation. AD calcium milk itself is not higher than ordinary milk tea, some of the high-end milk tea added is even better than the AD calcium milk. \”
Chinese food industry analyst Zhu Dan also believes,\” Wahaha Milk tea brands are difficult to attract young people. For a simple example, many children are drinking Wangwang to restore milk, but after growing, how many people still go to consumption Want’s products? \” 123]
At the same time, it will sell drinks, but it doesn’t mean that Wahaha can sell good milk tea. In Zhu Danpo, \”Wahaha’s investment in the milk tea project is not enough, did not use the milk tea shop as a core business, but a combination of the product matrix, must not give a good tea, tea Yan Yue color such professional players. Its milk tea project is carried out by Wahaha to the third-party company, and the operational model, mechanism, and supply chain of the third-party company are not in place. This also makes Wahaha milk tea and Waha can say that there is not too direct relationship, just equivalent to ‘rent borrow.’ The brand of Wahaha is doing. \”
Song Liang also believes that milk tea is a retail industry that requires professional management guidance, and traditional joining models are very testing the management level of the company. Subsequent management also needs to keep up when opening a franchise mode. Managers also need to encourage all employees. After listed, it provides you with more than you. When the dairy enterprise is trying to enter the industry with high degree of professional, it is equivalent to another stove. Wahaha did not prepare enough on the milk tea shop.
In the social media, there is now some discussion about Wahaha milk tea. On the takeaway and review platform, consumers have a certain dispute to the evaluation of Wahaha milk tea taste. Some users think that Wahaha milk tea is very good, there is noFeatures \”,\” Milk Tea tastes very light, I feel a lot of water \”,\” the raw is not chewed, the pearl is like plastic \”.
Tsinghua University fast marketing founder Sun Wei summary said:\” Wahaha opens The tea shop has a supply chain advantage, but the lack of successful experience in the chain of milk tea; Secondly, although the Wahaha brand has a well-known advantage, it is still unable to occupy the consumer mind on the milk tea products, and the young people are difficult to agree to the brand image of the milk tea. Therefore, Wahaha should be done, to do the milk tea shop to ‘net redization’ and ‘fashion, first attracting the eyes of young people, winning the reputation of young people.
Old businesses do not have new tea
In recent years, the days of drinks and milk industries are not very good, due to the market tend to saturation, many beverage companies operate The performance has declined varying degrees.
In 2020, Wahaha business revenue was 43.3982 billion yuan, down 5.29% year-on-year, no longer assed 2010 revenue. In addition, the income of Wang Laoji and fragrant fluttering in 2020 is also reduced. In the first half of this year, the fragrance of 62.22.25 million yuan. The situation of the milk and enterprises is similar, in the first half of this year, in addition to the earnings of Yili and others, the net profit level of most milk enterprises is in the downlink channel, and the light and three yuan are in Loss status.
The main business is not booming, Wahaha and other old companies are rushing into the new tea drout road, want to tell a new story of \”rich product line\”.
New style The \”wind\” of tea has been shaved for a long time, and \”milk tea\” has also become \”standard\” of modern young people’s live consumption. The media consultation data shows that there are more than 30% of young people to consume a new tea every week. Drink, 16% of users will consume milk tea every day. According to Naixue’s Tea Joint CBNDATA, the \”2020 New Tea White Paper\” released by Nahue shows that the total scale of China’s tea market is 44.2 billion yuan in 2020, including new tea market The scale is expected to exceed 100 billion yuan. At the same time, the new tea and drinks have come out of the beautiful heads of tea, Nai Xue’s tea, and the honeykin ice city representatives, as well as a large number of regional heads and middle waist brands. This emerging The industry is in the rapid development stage. According to statistics, the total sales of China’s high-end tea storage store is 15.2 billion yuan in 2020, the compound growth rate of 2015-2020 is as high as 80.2%.
Bottled drink, brew The traditional drink enterprises in the drink are also attracted to this, want to join, cut the cake.
Beverage companies, the milk and enterprises have made a milk tea line to the store business. In 2019, Mengniu Open the first milk tea shop \”Nan Xiaobai\”, combined Mengniu series products and milk tea, launch a plurality of milk tea, pure peacock pill, and enjoy a plurality of milk tea in the fresh cheese fresh fruit, and open the joining investment system; at the end of the year, New hopes that Xuelan launched the first new tea experience store \”Black Xiaofei Tea\”. Wang Laoji, selling herbal tea, announced that the tea industry, in 2017 12The first drink shop \”1828 Wang Laoji is now built,\” the main health concept. In 2019, the fragrance fluttering, Wahaha announced the layout of the milk tea shop.
But the layout of these companies online shop, often \”big thunder, rain point small\” In the case of the Mengniu \”Nan Xiaobai\”, as of now, there is only 2 milk tea stores in the business state, and the goal of \”2021 stores in 2021\” is far from the past.
Wang Laoji’s exploration in the milk tea industry is not very smooth, and has not been able to complete the majestic goals of 3,000 stores, it is exposed to the rights of the franchisee for sustained losses.
Song Liang believes that the old company represented by Wahaha does not do milk tea, and cut into the time, the degree of specialization. \”Looking at Wahaha, from the outside environment, capital is now very popular in the tea industry, causing the five-flowers of the milk tea store to flourish market, consumers are also very broad, the store is highly homogenization. In the past five By the decade, the milk tea shop is very hot, and the Wahaha cloth is the dairy tea shop, the industry’s blessing period has passed; at the same time, the price of the raw materials provided to the franchisee is still very high, the store is naturally difficult to open. If it can’t franchise Provide the lowest price, it is difficult to have a better development in the future. \”
With the gradual steps of new tea, the supply chain management, product development, marketing system has also formed a set of standards Process, this is not a long time of old enterprises, it is very difficult to have a higher mindset, and you can’t get out of old thinking, break the boat, innovation and change. \”The new tea shop is new, completely different from traditional industrial drinks, whether it is a milk-owned tea shop in breast enterprises or beverage companies, is based on traditional categories for innovation, it is difficult to give consumers’ refreshing feelings, lack of net red fashion genes This leads to it hard to succeed. \”Sun Wei pointed out. . Violate the people.