"Mixue Bingcheng made this product, maybe netizens will say that it has been surpassed.
But the popularity of the sweet lala brand is not enough, so it may be called Pingti.
I want everyone to say that I am transcendent, but I don't have the ability right now.
My goal is to get everybody to say I'm above and beyond.
”
This is what Wang Wei, the founder of Tianlala, once said in an interview.
Sweet Lala, this name does not seem to be too well-known among young people in first-tier cities, but it has become a dark horse in the sinking market, quietly opening nearly 8,000 stores, and is expected to break through 10,000 stores and start listing.
What do they rely on to stand out from the fierce competition?
What are their plans for the future?
Sweet Lala: The Invisible Giant.
In the milk tea market, we are most familiar with Honey Snow Ice City.
As a pioneer and leading brand in the milk tea industry, it was once in the limelight and became the "king of milk tea" in people's hearts.
In comparison, although the fame is not as good as that of Mixue Bingcheng, Tianlala, which has an eye-catching performance in the sinking market, is also worthy of our attention.
Although Tianlala's fame is far less than that of Mixue Bingcheng, its performance in the sinking market is very eye-catching.
Lower-tier markets refer to those located in third- and fourth-tier cities and below, which generally have a lower level of economic development and consumption power than first- and second-tier cities, but have a large population base.
Tianlala took a fancy to this point and put the focus of development on the sinking market.
Compared with brands such as Mixue Bingcheng, the price of Tianlala is more affordable, which makes it quickly win the favor of consumers in the sinking market.
In addition, Tianlala is also committed to creating an image of affordable luxury tea, attracting consumers' attention through well-designed store decoration and packaging design.
In terms of product development, Tianlala is also very attentive.
Although there are similar series to its competitors in its product line, Tianlala has made differentiated adjustments in taste and formula to make the product more in line with the taste needs of local consumers.
In addition, Tianlala also pays attention to the construction and promotion of its own brand.
Its founder, Wang Wei, and his team members actively participated in various offline activities and social media interactions, showing rich personality charm in the process of attracting fans.
Through these efforts, Tianlala has not only achieved good results in the sinking market, but also successfully created a brand image with a certain influence.
Founder: Wang Wei.
What is the secret behind Tianlala, which has such an eye-catching performance?
How did its founder, Wang Wei, lead the team to success?
Born in Shangqiu in 1980, Wang Wei has not been wealthy since he was a child.
The poverty of his family made him know how to be thrifty and thrifty since he was a child, and at the same time cultivated his hard-working and simple character.
After graduating from junior high school, in order to reduce the burden on his family, Wang Wei took the initiative to give up the opportunity to continue his studies and work in a factory.
It was this arduous part-time job experience that made him understand a truth: only by relying on himself can he earn more money.
In order to make a living, he chose to start a business with his wife in 2005, opened a barbecue restaurant, and with his rich experience and keen business sense, the business gradually boomed.
In 2013, he was introduced by a friend, and he met Mixue Bingcheng and was deeply fascinated by its products.
He saw that this brand would be a hit in the future, and decisively joined 8 Michelle Ice City.
Sure enough, in 2014, he decisively decided to go it alone, so he founded his own milk tea brand: Tianlala.
It is this spirit of courage to work hard and dare to innovate that makes Wang Wei successfully push Tianlala to the peak.
The road to development.
So under such fierce competition, how did Tianlala manage to lower the price of a cup of tea, and how did it fight its way out of the sinking market?
First of all, we must know that sweet tea is a drink that does not have much advanced technical content, and there are many patterns, which are nothing more than a variety of milk tea flavor combinations, plus some unique decorations, where do you need any technical content.
For these worthless things, whoever takes them will sell them, and as long as the price is low, they will buy them, which is a market economy, with a balance between supply and demand.
Therefore, each bubble tea shop will set the corresponding price according to the consumption level of the area where it is located.
If the price is too high, then it will lead consumers to choose other brands that are more affordable and affordable; If the price is too low, then the store will not be profitable and will eventually be forced to close its doors.
For Tianlala, which started by imitating Michelle Ice City in the early days, it is undoubtedly a wise move to choose the low-cost route.
It takes "deconstructing the quality-price ratio" as the company's development philosophy, that is, to make the best possible products at the lowest possible cost.
For example: after the overlord became famous, they just changed the name to "Boya Juexian", and then reduced costs and increased profit margins, as for whether the taste is good, consumers don't care.
And when it was not very popular at that time, how did Wang Wei manage to lower the price of a cup of tea?
They created Qingfeng Mobai, a milk tea, using two lychee pulp cups, the cost is controlled at about 4.5 yuan, but the price is only 10 yuan, the profit margin is very small, but the sales volume is really large.
So what's the secret behind this?
Because every bubble tea shop has similar teas, as long as the price is right, everyone is willing to buy it.
See why Bawang sells for 16 yuan a cup?
Because they have to cover rent and employee salaries, they need to reach 60%-70% of the gross profit to keep the store running.
And for the sweet tea industry, rent is one of the costs that cannot be ignored.
If the rent is too high, then it is difficult for the store to make a profit; If the rent is too low, you are likely to face a difficult trade-off.
For Tianlala, who is just starting out and needs to expand urgently, lowering rents is a must.
It is also a wise move for them to set their sights on third- and fourth-tier cities and county areas.
Compared with first- and second-tier cities, third- and fourth-tier cities and counties and towns have relatively low rent costs, and they also have a large and potential population base.
It is precisely with this series of precise layout and flexible strategies that Tianlala has successfully achieved large-scale expansion and laid a solid foundation.
Planning for the future.
The competition in the milk tea industry is extremely fierce, and major brands have competed.
As an outstanding entrepreneur, Wang Wei is well aware of his own strength and competitive environment, and has formulated a clear and forward-looking development plan.
First, it became clear to him that his brand awareness was not enough to sustain long-term growth.
Therefore, he regards brand building as the most urgent task at the current stage, and is ready to increase consumer awareness and satisfaction by increasing promotion efforts and improving product quality.
Secondly, Wang Wei is well aware of the power of "price killers".
As a start-up brand, Tianlala must make full use of its price advantage to attract consumers.
He proposed and implemented the concept of "deconstructing the quality-price ratio", aiming to make the best possible tasting products at the lowest possible cost.
By reducing costs and improving profit margins, he has succeeded in keeping prices at a more affordable level.
Moreover, Wang Wei is full of confidence in the sinking market.
Compared with first- and second-tier cities, third- and fourth-tier cities and counties and towns have a larger and potential population base.
He made full use of this advantage and focused his development on the sinking market.
Finally, Wang Wei is full of confidence and expectation for future development.
He firmly believes that as long as the brand is tough enough, big enough, and tough enough, it can stand out in the fierce competition.
I believe that with its profound strength, precise layout and forward-looking vision, Tianlala will surely move towards a more brilliant tomorrow in the future!
I think
From Bengbu to all parts of the country, from a cup of milk tea to thousands of stores, Tianlala tells us with practical actions: only down-to-earth and attentive management can win real success!
They are aware of the situation and challenges they are currently facing, and are able to respond flexibly to changes and challenges.
I believe that with the joint efforts of the founder Wang Wei and all team members, Tianlala will surely move towards a more brilliant tomorrow!