2018 is going to be over, but what does it matter if the year does not end? The most important thing is to have a bottom in mind.
If you don't do a solid business, your report card will only have four neat characters printed on it - - thank you for your participation.
In the past year, some brands have broken through, some products have risen rapidly, and the whole beverage industry has gradually shifted from madness to deep cultivation. At the same time, some illusions were beaten back to the original form; some bubbles were pierced by courage, and the market tested the quality of each brand fairly.
This time, we have reviewed the major events of the beverage industry worth reviewing in 2018. Maybe some of them can inspire you, some of them will make you sigh, and some of you may be the protagonist!
1. A Good Play: Ruisheng Coffee
If burning money can rebuild a Starbucks, will anyone be willing to bet?
The answer is yes. As soon as Ruisheng Coffee, which was put into trial business in January this year, was born, it called out "Starbucks to the Standard". With the idea of subsidizing by burning money and fission marketing, it opened its stores crazily at an unimaginable speed in the industry.
In 2018, Ruisheng published a report card that was funded by $400 million, valued at $2.2 billion, opened 2,073 stores, accumulated consumer volume of 12.54 million, sold 89.68 million cups, and raised the self-sufficiency ratio from 35% at the beginning of the year to 61%.
As a beverage industry unprecedented, unprecedented in the history of Chinese business Ruixing coffee, how should we evaluate it?
First, it triggered a series of catfish effects, shaking the pattern of the industry and stirring up the whole industry. Even the non-coffee drinker knows about Rachel's coffee and drinks his first free coffee.
Starbucks has opened up the coffee awareness of Chinese consumers; Ruisheng has brought coffee into the beverage choice of Chinese consumers. It thoroughly broke the window paper that coffee represents a high-price and high-quality life in China, and let fine coffee enter consumers in an affordable and easy-to-get way, which is the greatest value Ruixing has brought to the market at present.
But this does not clear up my doubts about it: burning money, in the field of the Internet, is too familiar with the story, try jade to burn for three days, try a brand, at least three years.
From past failures, the real challenge for Richter is not to educate users, but to return to the essence of business: is the capital chain adequate? Is the industrial chain efficient? Can team management keep up? Does the user pay?
Someone said: every subversion is a desperate venture, cash flow cut off, the company said it fell down. But if it does, it's a miracle.
For the time being, let's take a look.
2. Answer to the Popularization of Tea
Answer Tea, a brand like Ruixing, was launched on January 14 this year. In two months, 237 franchisees signed up. More than 20 short videos won more than 1.1 million praises in tremble.
There are many right and wrong people, divination is popular in less than two months, the answer tea because of the trademark problem, was pushed to the forefront of the wind. First, there are franchisors: spent 89000, bought an answer generator; there is a street of three answer tea, silly confusion; until the franchisors blocked the door and asked the answer tea to return the sweat money.
The reason for this is that all trademark applications under the name of "Answer" were rejected, and the true answer tea can not prove itself to be the true answer, and the fast-track companies with bad reputation for money have no mistakes at all. But in the final analysis, the basic skills are not enough.
In the fourth quarter of 2018, there were many news about the closure and transfer of the answer tea. In Zhengzhou, the true answer tea of Genzheng Miaohong, a shopping mall, was rarely in line at the beginning of the year.
Black technology meets the era of tremble, which is the lucky answer tea, but also unfortunately, if the answer tea can return to the fundamentals at first, practise the basic skills and then come out, it may be another situation.
3. Capital from Hot to Cool
"There's no shortage of money in this market," as tea drinkers used to say before the first half of 2018. Countless hot money poured into the tea industry, but in the second half, the situation was not so good.
In the first half of the year, the financing of the brand of tea drinks continued. You sang our debut and the capital market of new tea drinks became very hot. However, in the second half of the year, the capital market tightened obviously, and there was no news of financing for other brands except Lele Tea and gaga.
Capital has the most sensitive sense of smell, and when it detects signals of economic change, it shrinks. On the other hand, it also shows that the new tea market has really reached the stage of "deep cultivation". The brand pattern of head and waist has been initially determined. The possibility of appearing phenomenal brands has been greatly reduced, and the return on investment of capital has been less optimistic.
4. Naixuexi Tea Real-name Battle
If I hadn't interviewed the parties, if it hadn't been the "Tea Beauty" that was the hot search afterwards, I really thought at first that it was a "strategic confrontation" between Peng Xin and Nie Yunchen.
For those who don't know much about it, here's a minute on-site restore (if you know it, please ignore it automatically): First, Peng Xin, the founder of Naixue's tea, named Nie Yunchen, the founder of Happy Tea in the circle of friends, and diss copied its products; then Nie Yunchen went back.
Weixin screenshots are bubbling on Weibo, and brand quarrels are common, but the biggest reversal of this is that Da V Liu Tong plays Call Tea Beauty on Weibo, and Tea Beauty wins hot search along the way.
Brand tearing is already an art, which has become a marketing method with the lowest cost but the highest eye-catching rate. The more bruised the brand is, the more it can reach the consumer's hey point.
Like Coca-Cola and Pepsi Cola, Burger King and McDonald's, Wang Laoji and Gardobao, not only tear the good, tear out the win-win between enterprises, but also tear out the win-win, including the officials!
In 2019, if we want to make a strategic engagement, please pay attention to the tone, posture and attitude of tearing among the major brands. We should not only draw fantastic and creative tables, but also let consumers learn the essence of brand culture while hey.
5. Black Wapiti Lane
How hot is Lujiao Lane in 2018? I would like to use two data to say:
In May, there were only five deer horn alleys in mainland China, and 121 stores were opened in December.
In October, there were fewer than 100 deer antler alleys in mainland China and 2,000 Shanzhai shops.
There will never be an unprovoked fire. Qiu Maoting, the founder of Antler Lane, shared their socialized marketing operations through such systems as "seed user selection, fission bait deployment, interest-sharing satisfaction" and product development thinking based on aesthetics.
The marketing of Antler Lane can be replicated, but let's not forget: the product is 1, the marketing is 0. Only when the product screams, can the power of marketing be magnified 10 times and 100 times.
6. Takeaway
It is said that in 2018, in addition to the boss's red envelope, the information in the working group is the milk tea takeout order.
Both Happy Tea and Starbucks have been selling takeouts this year. The trend of takeout in the whole industry is becoming more and more intense. The infinite scenario that takeouts can achieve is attracting more and more young people.
According to the report issued by the delegation, the number of ready-made tea takeaway merchants in China continued to grow, increasing by 56.8% in the third quarter of 2018, 38% in the third quarter of 2018 and 87% in the third quarter of 2018 compared with the same period of last year.
Who said that? Bosses who often invite employees to drink milk tea are not unlucky.
7. The Magic of "Milk Tea Effect"
In 2018, a new species emerged as a better economic predictor than skirts and lipsticks, and yes, milk tea. To sum up, the more depressed the economy is, the more popular milk tea will be. People are willing to comfort themselves with this "low-priced luxury goods".
This economic winter is not too cold for the new tea industry. A strong evidence is that the drinks industry report issued by the American Team shows that 410,000 ready-made tea shops in the country reached in the third quarter of 2018.
Quote the winner from: King Kamenji