Since the beginning of this year, the news of the continuous decline in the performance of various lo-mei giants has caused heated discussions in the market.
1. Juewei Food has started selling milk tea?
According to a report by Red Star News, "Lo Mei Yi Ge" Juewei Food began to sell milk tea.
According to the staff of a store in Juewei Duck Neck, they have been selling milk tea for more than a month, and they learned that there are currently 4 or 5 stores in Changsha that have started to launch milk tea business.
Red Star Capital Bureau inquired about the situation of Juewei Food's milk tea business, the reasons, plans and goals for launching the business, but as of press time, the other party has not responded.
"Selling milk tea is to find the second curve." Li Weihua, a chain management expert, told the Red Star Capital Bureau on September 22 that the advantage of Juewei Food in making milk tea is that tens of thousands of stores and consumers overlap with milk tea consumers, and they only need to be put on the shelves for transformation. However, compared with other mature milk tea brands, they have disadvantages in terms of supply chain and product categories. Wang Guoping, a senior retail analyst, told the Red Star Capital Bureau that milk tea is not the focus of Juewei Food, and at the same time, although Juewei Food has many stores, many stores are small, and it is not easy to add water bars and so on, and it cannot be transformed.
The staff of a store in Changsha told the Red Star Capital Bureau that its store is indeed selling milk tea, and they have been selling it for more than a month, "selling it well". At the same time, she said that there is indeed an activity of three cups of milk tea for 11.9 yuan, but you need to scan the code to participate in the activity.
The staff member said that at present, there are four or five stores in Changsha that have carried out milk tea business, and other cities are not known for the time being.
The Red Star Capital Bureau inquired about the official order applet of Juewei Duck Neck and found that most stores have not yet put milk tea products on the shelves. In one of the stores on the shelves, the "Juewei Milk Tea" item was placed in the second column, and there were two products, namely red bean pudding milk tea and coconut popping milk green, priced at 7 yuan.
Second, can it really be useful for Brother Lo Mei to sell milk tea?
Recently, as the head enterprise in the lo-mei industry, Juewei Food has also begun to set foot in the milk tea market, which has not only aroused widespread attention in the industry, but also aroused consumers' curiosity about the cross-border integration of lo-mei and milk tea.
First of all, as a well-known lo-mei brand in China, Juewei Food has begun to get involved in the milk tea industry in addition to its main business, which is not an abrupt choice. In fact, there is a natural complementarity between lo-mei and milk tea. In the daily life of consumers, lo-mei is a casual snack, and its taste is usually heavy, while milk tea has become the preferred companion drink for many people due to its sweet and greasy characteristics. This combination not only satisfies the diverse needs of consumers, but also improves the dining experience of consumers to a certain extent, thereby increasing customer stickiness and repurchase rate. Therefore, for Juewei Food, the launch of milk tea products can not only enrich its product line, but also provide consumers with a more complete consumption experience.
Secondly, at present, although the lo-mei market is firmly seated, it is facing increasing competitive pressure. In this context, Juewei Food has actively explored value-added business with its rich network resources all over the country, and milk tea has become its first choice. The use of existing network resources can not only reduce the start-up cost of new business, but also quickly cover the market and form a scale effect. Through the addition of the milk tea business, Juewei Food can not only provide consumers with more diversified product choices, but also effectively improve the profitability of a single store and enhance the competitiveness of the brand in the market.
Third, however, the milk tea track chosen by Juewei Food is not a smooth road. At present, the milk tea market has entered a stage of fierce competition, with various brands emerging in an endless stream, and consumers' choices becoming increasingly diversified. In such a market environment, Juewei Food must have unique competitiveness if it wants to gain a foothold in the field of milk tea. This not only includes the quality and innovation of the product itself, but also needs to make great efforts in brand positioning, marketing strategy, service experience, etc., in order to stand out in the fierce competition and avoid the fate of being eliminated by the market.
Fourth, from a long-term perspective, diversification will be the general trend of the lo-mei track. With the increasing diversification of consumer tastes and the pursuit of healthy diets, it is difficult for a single product line to meet the needs of the market. Therefore, Juewei Food's diversification attempt is not only a positive response to market changes, but also an important part of its long-term development strategy. However, diversification is not achieved overnight, it requires enterprises to have strong resource integration capabilities, market insight capabilities and rapid response mechanisms. The key to whether selling milk tea can bring the expected effect to Juewei food lies in whether it can successfully build the unique advantages of the milk tea business while maintaining the core competitiveness of lo-mei products, and form synergies with the lo-mei business, so as to achieve the sustainable growth of the brand.