Author | Catering owner internal ginseng Jun
New head tea drinks
Small materials are rolling "ghost animals"
In the new tea market that is extremely competitive today, it will often attract consumers by updating the replacement, setting off the trend of "inner volume".
Milk tea products not only continue to renovate the taste and ingredients, but also gradually become a dark -level field between brands.
Originally thought that these fierce competitions mainly appeared in the street red milk tea shop, but surprisingly, todays well -known head brands are unwilling to show weakness.
Recently, a little low -key breaks the routine, and released an unexpected marketing "big move", which has attracted widespread attention.
New small material named noodles, the big cup is priced at 16 yuan.The faint sweetness is not violated in milk tea, but it really achieves the synchronization of milk tea and powder.
Just as a little bit of the propaganda copy of this small material, "Drink milk tea while drinking milk, a cup of milk tea is doubled."
In the official publicity drawing given by the official, you can also see the picture of "pinching the noodles with chopsticks", and even tell you that the size of the noodle bars is adapted to the crude straw.Dont worry about the problem that you cant suck.
This new push caused netizens to play DIY competitions, and pink milk tea can become hot and sour powder!Some stores add chili fried meat, and even the old godmother is mixed.
In general, although the new small material does cause controversy, it also gains heat.
Coincidentally, recently, a new product "Fu Gui Nuo Glutinous Tea" in Mi Xuebing City has also gained discussions from many netizens.
This "milk tea" is based on milk and oolong four seasons of spring tea, and it is made with small ingredients such as glutinous rice crickets, osmanthus jams, and taro circles.There will be some glutinous taste, and it feels not milk tea, but a cup of "sweet glutinous porridge".
and this kind of rice mixed with two different kinds of rice, which is called two rice, is the dining table in the NortheastIn the milk tea industry ruled by light milk tea, Mi Xue Bingcheng relied on this "blood road" by this.Netizens shouted directly:
I have been eaten by a cup of milk tea. This year, Mi Xue has opened a breakfast restaurant?
In addition to Mi Xue and a little bit, new products of other brands are constantly refreshing netizens cognition.
For example, the limited drink "Diablo Siboda Bottle" launched by Halloween Kidtha Tea, which was like tea a while ago.I dont like coriander and celery direct eyes, but people who lose weight are ecstatic. Now there are reasons to drink milk tea.
The comment area is "captured"
The push of flowing water, the iron -bearing white moonlight
In the new tea drink, "anti -traditional" innovation is both a bold attempt and a marketing strategy.By launching these "topical" products, the brands successful users attention has also been made, and it has also created heated discussions on social media to a certain extent.
However, many milk tea enthusiasts have also begun to feel "aesthetic fatigue", and even feel confused about these novels.Pure era.
According to the report, this time, this time, there is actually an extra surprise, a small raw material — oats, returning together, which gives many loyal use households with bringing households to bringSurprisingly, especially "oatmeal".
When some point door "oatmeal" is ecstatic, there are also a number of dotors gathered spontaneously and began to "crusade" a little:
This is not the reason for your coconut milk! Support!IntersectionIntersectionReturn my coconut milk!IntersectionIntersection I also have my taro round and coffee frozen, and I also come back!IntersectionIntersectionIntersection What about my fairy grass!Do you want me to look at you with disappointment?There are also old-fashioned products, such as the strawberry series of QQ beautyberry, strawberry crook green teaWhen the product returns to the deep obsession.
Winter is here, the strawberry cow milk green tea is on! Through these flower heads, I can also ballet! There is also cranberry milky green, why do you get off!Come out a little bit!
In the new trend of the crescents, classic small materials or products represent the sense of belonging and the sense of belonging and the sense of belongingBrand loyalty.Seeing that the official comment area of the new propaganda was forcibly reversed into the theme of "nostalgia", a little bit of the next reply:
Dont let everyone down.
Innovation and classic
How to balance it?
The rapid expansion of the tea market has brought about continuous competition between brands. Many brands have launched unique or "out of position" products to attract attention.
Therefore, in the past 10 years, many young people have already "read countless tea".
But now, as consumers immunity to freshness, and some new products deviate from the taste foundation of traditional milk tea, many consumers have never forget to think of the former "Baiyueguang",How to balance the classics and innovation challenges.
For the tea brand, classics and innovation are not opposite, but a dynamic balance of demand:
1. Pay attention to the emotional value of classic models: Classic models usually have emotional value and recognition, especially for long -term users.The brand can take the classic model regularly, or inject new elements into the classic models through the "upgraded version" to meet the nostalgic complex of consumers.
2. Moderate grasp when innovation: Innovation is the keyConsumer acceptance.Niche flavors such as "Diablo Slimpad" can be positioned as "early adopters" category.
3. Enhance interaction, listening feedback: Brands can understand consumers demand preference for new products and classics through social interaction.In particular, under the diversified needs of "old users nostalgic" and "young people", they can dynamically adjust their product strategies through interactive interaction with consumers.
In the long cycle of catering, innovation and classic balance are eternal topics.How to "surprisingly" under the premise of "keeping positive"?How to cross the cycle, the young customer base in the new era?
December 19-20, Shanghai, the 10th China Catering Innovation Conference, let us jointly "embrace the quality cycle and return to real business"!
