Text | Ai Finance News Zhang Kexin
Edit | Yang Jie
The honeykin ice city of the young people is also \”turned\”.
On 14 May, according to China Quality News Network . The next day, Honey Snow Ice City released an apology in the official Weibo, I have ordered the store to suspend business, the relevant topic immediately boarded the first position.
The headquarters of Honey Snow Ice City is located in Zhengzhou. A few days ago, Zhengzhou market supervision department conducted supervision and inspection of its 529 stores, and 35 stores were ordered to rectify within a time limit. The three stores immediately stopped industry rectification, and the 9 stores were under the on-site administrative penalties.
The label of \”Rustic\” has not been taken away, and it is undoubtedly a fatal blow to the food safety crisis. Do you really don’t exist in the tea industry?
Cheap is not good?
\”Honey Snow Ice City is cheap, but can’t do this!\”
\”Honey Snow Ice City Door Store is joined, quality and Safety is definitely not guaranteed. \”
\” \”One penny is one free.\”
in \”Honey Snow Ice The city is exposed to the date \”and\” Honey Snow Ice City apologizes \”the hot search, the discussion. Many netizens can’t believe that \”their most drunk\” honey snow ice city has also turned over. As the grassroots brand that grows in Henan, the trend of the new tea and other high-end trends dominated by the brand of tea, Nai Xue’s tea, and it is widely available. The love of the young people.
\”After all, China has more than six months in the difficult people in China. Their tea needs should also be met.\” A severe tea love person said to the Ai Finance News. . Some media have reported that the drinks of the Snow Ice City 6 yuan / cup have sold 1.3 billion cups in a year; 3 yuan / branch ice cream, a year sold 120 million. The Snow Ice City is also once called \”ordinary girl’s milk tea savings\” by consumers.
However, this \”savior\” is lost to the user’s trust. On May 14, the Snow Ice City was exposed to food safety, and the store is the Yong’an Street Store, Jinan Dawu Store and Wuhan Mahu Commercial Street. It involves multiple stores in many places.
Among them, Zhengzhou Yong’an Street Store is privately sentimental.Reforming the store often uses ingredients such as pure milk, red bean cans and oatmeal ingredients, etc., to extend the effective use period.
According to the company stipulates the company, the store’s black tea, green tea, four seasons of spring tea, milk tea, rose jelly, and pearls are all sets from preparation time. During the taste, it should be \”abandoned new\”, but Zhengzhou Yongan Store continues to use the \”Overclist\” by replacing the opening of the ingredients, and modify the \”expenditure time and deadline of ingredients\” \”Ingredients.
\”If you have fallen out if you have a validity, how much you want, who is willing, change time in time. If the smell and color change, you can’t use it. It can be used without changing. The over-the-efficiency period can still be extended for a long time, and the modified validity tracking card is mainly convenient for the company’s inspection. \”In the exposure data, Zhengzhou Yong’an Street store director said.
In addition, many shops in the snow ice city also have such as lemon peels, and the clerk is free from lemon slices, pearls, caught with milk tea next to the lid.
\”In the past, the price of honey snow ice is due to the small profits but not, did not expect to reduce costs with abnormal means.\” The above tea lovers said.
Crazy expansion under the pressures
In 2021, the new stage of tea was grounded. After experiencing capital chase, star entry, brand-shaped barbaric development, the new tea, and finally went to the eve of receiving capital market inspections. When consumers actively discuss the tea and Nai Xue’s tea, who can take the lead in winning the title of \”New Tea Drink\”, a \”Honey Snow Ice City financing, and in a share to the form The news of the stage, breaking the pattern of new tea and high-end brands to compete.
In January this year, there was reported that the Honey Snow Ice City completed the first round of $ 2 billion financing, and the Dragon Ball capital of Gao Yu Capital and the United States Group was jointly. After the financing is completed, the honey snow ice city is estimated more than 20 billion yuan. At that time, the latest valuation of the tea and Nahue’s tea is 16 billion yuan, 13 billion yuan.
It is worth noting that high-grade capital and Dragon Ball capital are an important investor in the previous round of the previous round of financing, and her tea also launched the main attack in 2020.\”Happy Tea\” in the market, intentionally aims to the honey snow. However, after the Snow Ice City denied the news of the aforementioned financing and listing.
However, regardless of whether the message is true, the Snow Ice City is indeed a \”black horse\” in the new tea market. It is not to be underestimated. Just like no one in advance, it will rise to the e-commerce pattern that has been stable in the year, and the rise of \”a lot of\” is general, and the honey snow ice city is also called \”more than a lot of tea and drink\”, and the same comes. A whole year of 2020, 289 new open shops, while the number of shops in Honey Snow Ice City completed only 40 days from 9500 to 10,000 sprints.
\”Especially during the epidemic, when I was busy in January – May 20020, everyone is crazy to find the store, for the upcoming 7-8, tea, season, And the stimulating consumption after the epidemic is gradually prepared in advance. \”A Snow Ice City Guangzhou franchisee said to the AI \u200b\u200bFinance and Economic Affairs.
However, the red bottom of the honey snow ice city sign, no designed door shop decor, and the menu of 10 yuan or more drinks without design, and The Snow Ice City passed the label of \”Low and soil\”. In this regard, Zhang Hongfu, general manager of Honey Snow Ice City, has also publicly expressed its grievances on social platform, but later, after the high-end trial failure, it can only be accepted slowly.
2009 M + \”, but these events do not have water. I am used to the \”rural surrounded city\” route of the honey snow ice city, there is no \”high-end\” gene. In the market that has been firmly controlled by tea and Nai Xue, there is no user who has no honey snow.
Don’t do the high-end honey snow ice city, to talk about the listing story, can only start the battle.
At the end of 2020, Honey Snow Ice City had 11926 stores, which became the first brand in China’s local tea market. In 2021, the Snow Ice City still did not stop the expansion, and it is expected that the company’s store will reach 20,000 at the end of the year.
In April 2020, the creative marketing company cooperated with Honey Snow Ice City \”Hua and Hua\” boss Huaxi, but also directly in Weibo \”called\” like tea, for honey Snow Ice City brushed a wave of marketing. He said: \”The so-called forced, it is to force yourself into a small lattice, even if you do more than 400 stores, there is only one-fifth of the head brand. Even if you queue, you can’t do how much business, you will take yourself The creative podium is not coming, and the cost is getting higher and higher, and a big pile of afflict is in the mouth. \”
But in China Food Analyst Zhu DanIn view, the franchise chain brand is under speed expansion, which brings food safety hazards. \”In the process of large-scale stress, the size of the Snow Ice City is large, the store management level is uneven. At present, the Wanxue Ice City Wanjiamen store has put forward higher requirements for its entire supply chain system, and also brings more Big challenge. \”
Is the scale expansion to see the top?\”
The road of scale expansion of the Snow Ice City has also sounded the alarm.
\”But everything is earned, the store will not do this. The price of the ice ice city is too low. Now rent, the cost of labor is high, it is not the kind of lying in the past two years. The situation, so forced the store can only engage in these small actions. \”The aforementioned Honey Snow Ice City franchisee said.
According to him, \”All the raw materials from Honey Snow Ice City shop are from the company, and the store is self-employed. But with the store quickly expanded, the market slowly appeared.\” In his store, \” Each month, the cost of raw material accounts for 50% of the total revenue, so it can guarantee a gentle and loss balance. \”
Different from the tea, Nai Xue’s tea, the tea and drinks, honey The main business model of Snow Ice City is to join, and it is really a \”selling products\”. But at the same time, the revenue of the Honey Snow Ice City is big in the franchise schedule, nor the franchise fee charged, but is from the raw material fees sold to the franchise store. \”This is the biggest barrier of the franchise chain catering brand.\” A person who has provided strategic counseling for Honey Snow Ice City said.
In the past, Honey Snow Ice City relied on self-built central plants, R \u0026 D centers, realizing self-production of core raw materials, minimizing cost, making brands to achieve the ultimate cost performance. At the same time, Honey Snow Ice City has also established exclusive warehousing logistics centers, gradually establishing a branch in all regions, further reducing inventory costs and warehousing costs, further ensuring the operating profit of stores.
\”In the early years, the Snow Ice City is basically the supplier market. Everyone will find the way, the store is basically one or two months. And the honey snow ice city is joining this A piece of control is relatively strict, which is extremely high. But no matter how, the honey snow ice city is just a franchise chain brand, it only needs unified franchise store image, service standards and management system, store the actual profit, The company doesn’t care. \”The aforementioned franchisee said.
The aforementioned consultant said that when they were doing a corporate strategy, they also made the number of peaks of the store for the Snow Ice City to prevent market saturation. The underlying disorderly competition has the same number of brands, \”But this data is not limited to the number of open stores completed by the snow ice city.\” This also means that the opening of the honeykin ice city will continue.
For the honey snow city, it has already passed quickly The expansion-made pot is full, in order to speed up the expansion speed, the company has even takes 10 million yuan fund free loans to join customers even every year, helping franchisees to solve the problem of starting funds. But for franchisees, it is not so. There is a media to quote a group of data, now join the honey snow ice city, only 30% of the store also make money, 50% can only maintain the balance of payments, and the rest can only go to the store.
The problem of food safety this time, is undoubtedly a show for the large-scale expansion of Honey Snow Ice City. The exposure of the problem is not only the issue of exposing some franchisees, but also, although the chain brand and chain brand franchisees are two independent mains, this is undoubtedly in the cognitive of the consumer. It has caused great damage.
With the expansion of the honey snow, how do it look for new growth points when the market is saturated?
In 2017, Honey Snow Ice City began to incubate independent coffee brands internally \”lucky coffee\”, but as of now, the number of stores only exceeded 200. The honey snow Ice City is interested in finding a new story outside the tea drink, however, when choosing a new track, whether it is a brand or supply chain, it will face new challenges. Tea in the sinking market, her tea and Nai Xue has been continuously powered by new sub-brands.
Want to springer, the time of the honey snow, the time is very urgent.
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