At the end of September and the beginning of October, when the weather was getting cooler, Mixue Bingcheng changed the image of "chilled lemonade" and co-branded with Garfield, the famous king of laziness, to launch a new series of osmanthus drinks: rich glutinous tea, cheese milk cover rich cinnamon tea. Unexpectedly, as soon as the product was launched, consumers called it "too supportive", and Mixue's new milk tea turned out to be really "rice", and tea was added.
In addition to glutinous rice and rhubarb rice, there are not many new products in Mixue, which is significantly different from the regular operation of "new every week" in the current new tea industry. Therefore, this new product has naturally attracted the attention of consumers. However, the focus of consumers' attention this time, in addition to the greedy golden fat cat who came to help, accidentally discovered the unique "milk tea" of Fugui glutinous tea. This "milk tea" is based on milk and oolong four seasons spring tea, with glutinous rice balls, osmanthus jam, taro balls and other small ingredients, according to the raw materials can be expected to have a somewhat glutinous taste, but what I never thought is that this time it is really glutinous a little excessive, and it is not milk tea to drink, but a cup of "sweet glutinous porridge" full of satiety.
Some consumers said that after ordering a cup of Fugui glutinous tea, they tore it open at the end of the drink and saw that there was still a big lump sticking to the bottom of the cup, either they couldn't drink anything, or they sucked out a big lump of glutinous rice balls sticky together.
The main characteristic raw material of Fugui glutinous tea, milky glutinous rice balls, belongs to frozen prepared food. Not only consumers who have tasted it, but even the Snow King employees, who have always been good at work, are a little helpless about this ingredient, how to squeeze out this bag of glutinous rice balls completely without residue, and how to quickly scoop up the standard portion in a small box and put it in the product, which has become a hot topic for them to explore and discuss on social platforms.
What's even more interesting is that when netizens saw the ingredient list of glutinous rice, they were first happy, yes, the ingredient list is very clean and can be eaten with confidence. But if you take a closer look, you can instantly break the defense, and it turns out that the first few digits in the ingredient list are clearly written: water, glutinous rice, and rhubarb rice...... And this kind of rice made from a mixture of two different kinds of rice, known as two rice, is a frequent guest on the table of friends in the Northeast, so they shouted: "This year, Mixue has opened a breakfast shop?" ”
* Two rice !! , I thought it was glutinous rice glutinous rice that was not broken. *What's the matter, I didn't eat enough at home, so I went to Michelle. * It's enough, my milk is sticky with two rice porridge every day.
Although this cup of thick and rich products has been complained about, but it has also attracted a group of consumers who are driven by the freshness and have the courage to try, at present, it seems that the price of 7 yuan "two rice" word-of-mouth is seriously differentiated, like sticky and thick, the taste of porridge consumers love it deeply, and the consumers who don't like it are a water of complaints, as if drinking a bowl of porridge.
When 30,000 Mixue started selling "a bowl of porridge", Mixue at 8 o'clock in the morning already had the "breakfast function", if you add another tea egg, will the breakfast shop next door stand on tiptoe and scold the street?
"Eight Treasure Porridge" drink is the secret to the wealth of the head brand But before complaining about Mixue, we found that the product of "a bowl of porridge" is actually more likely to become a hit. Among them, the best is the book with the slogan of "half a cup is material", and the brilliant achievement is also burned fairy grass. Shuyi's products are filled with a large number of different ingredients, such as the signature product Roasted Fairy Grass, which includes coconut fruit, red beans, peanuts, pearls, raisins, fairy grass jelly, etc. These small ingredients have different tastes, either soft and glutinous, or crispy, and are mixed together to achieve a visual "half a cup is a material", or even 2/3 is a material.
Similar to the book that also relied on burning fairy grass to start, 7 Points' sweet product "Yangzhi Manna" is also genuine, a whole cup of mango pulp, sago, red grapefruit, etc., the taste is full and the satisfaction of "chewing and drinking" suddenly makes consumers feel that it is worth the money. Another example is the "Super Thick Taro Milk Tea" officially announced by Tea Baidao at the end of September, whose soft and sticky taste is exactly the same as the new product of Mixue Bingcheng. In addition, there are small ingredients such as mochi and taro balls that can be selected, and it is also a cup of "porridge" full of heaviness.
This model extends to the fruit tea category, giving birth to fruit barrels or tons of barrels that are highly recommended by major brands in line with market trends. For example, Gu Ming's popping fruit bucket has a huge capacity, which contains large pieces of pineapple, watermelon, whole lime and passion fruit and other fruits, and there are more than 7 kinds of fruits. Tianlala, which is also out of the circle with barreled fruit tea, has launched a barrel of fruit tea that claims to have as many as 8-10 kinds of fruits. A barrel of fruit tea, only fruit and no tea. Who drinks and who doesn't get confused?
And the "little bit" that has been ridiculed and never updated, the reason why the "point door lasts forever" has a basic logic behind it: the small material is free. Those "dot doors" will add their favorite ingredients, such as small pearls, boba, coconut milk jelly, taro balls, etc., to the top edge of the lid every time to express their love for a little bit. Because of this, there is a comment on the Internet that has been recognized by many "point door believers": as long as you insist that the small material is free, you can keep its "glory and wealth" a little bit. There are many more, such as Heytea's succulent grapes, Gu Ming's Super A cheese grapes, and Jasmine Yogurt's avocado series......
Eight treasure porridge VS light milk tea, there will be a battle this winter But since last year, the situation has changed. With the popularity of Bawang Tea, light milk tea has gradually become the new mainstream of the tea industry. Last year, many milk tea brands have opened up a light milk tea track, and this year it has swept the whole industry. Contrary to the "Eight Treasure Porridge" product, light milk tea emphasizes more on "less", the whole cup of the product has no small ingredients (some brands will add a little small material to the light milk tea), and it is a light burden product of pure milk + tea + sugar. Because of the popularity of light milk tea, a number of light milk tea leaders such as Grandpa Don't Make Tea, Tea Talk, Tea Li Yishi, Jasmine Milk White, etc., have gradually become a new force dominating the world under the leadership of Bawang Tea Ji and Tea Yan Yuese.
At the same time, Heytea and Nai Xue's "slimming bottle" series of products that are not burdensome or even hint at weight loss, the rise of coffee brand MANNER and the soaring 20,000 stores of Luckin, including Oriental Leaves, Suntory's oolong tea and other sugar-free drinks, all point to a point: healthy, light-burden, and comfort drinks are increasingly recognized by the market, and they are willing to spend money to pay.
At this time, the piled up glass is full of drinks, is it a paradox of history? This winter, will light milk tea continue to grow by leaps and bounds, or will the traditional warm drink full of materials regain the hot selling throne?
The answer may be known in another 2 months.