On the way to opening the store, the popular Internet celebrity tea Yanyueshe also hit a wall.
With the theme of Chinese style, Chayan Yuese integrates R&D, production and sales. Its headquarter is located in Changsha City, Hunan Province.
The brand emphasizes "Chinese tea made in the west" when making tea, and uses a lot of Chinese classical elements in the overall design. At the same time, it is strongly bound to Changsha and becomes a characteristic of Changsha. It is a check-in point for Internet celebrities.
According to incomplete statistics from Xinmu, Chayanyuese, which was established in 2013, currently has 349 stores.
According to Qixinbao data, in 2019, Hunan Chayue Catering Management Co., Ltd., the operating entity of Chayanyuese, had an industrial and commercial change, and the new shareholder was Suzhou Yuanchu Investment Partnership, with a shareholding ratio of 6.32%.
One of its shareholders is Hangzhou Alibaba Venture Capital Management Co., Ltd. Chayan Yuese also officially responded to the news on the same day.
To a certain extent, under the marketing system of Chayan Yuese, word-of-mouth and consumption base have reached the expansion standard. Ali's shareholding has also put the brand expansion on the table. The problem is that this kind of scale expansion is not imagined. smoothly.
Not long ago, the tea Yanyuese Shenzhen store announced the closure of the store. The store opened in April this year, which once triggered a spectacular sight of tens of thousands of people queuing to buy milk tea.
On the morning of the opening day, there were also purchasing agents holding tea-colored drinks and selling them to the people who lined up outside the door, asking for 500 yuan per cup.
Based on this, this article will focus on analyzing:
Disassemble the underlying logic and genes of Chayanyueshen;
On the road of expansion, why did Chayan Yuese hit a wall?
The operating balance point of the new tea drink.
1. The "intensive" chassis of the tea color
As far as the domestic tea market is concerned, many players have already left the circle.
In the high-end market, there is "Hey Tea + Naixue", which has a share of 43%. In the low-end market, there are Michelle Ice City with a scale of more than 12,000 and Yihetang and Tianlala with a scale of 4,426 and 2,543 respectively.
The mid-end market has become a red ocean due to its numerous brands and different positioning.
According to the "2020 White Paper on New telemarketing list Tea Drinks" released by CBNData, the first financial data center:
In 2020, the consumption scale of new tea telemarketing list drinks will exceed 340 million people, and the market size will exceed 100 billion yuan. It is expected to exceed 110 billion yuan by 2021.
With the support of supply chain and standardization, from HEYTEA to Mixue Bingcheng, a mature system of thousands of stores has been established, but in Changsha, none of them have been able to win the tea.
Chart: Number of stores of major tea brands in Changsha
Source: Dianping, Shenwan Hongyuan Research
It is hard for you to imagine how densely colored tea is in Changsha that it squeezes the living space of other tea brands.
Xinmou learned that because Changsha temporarily has the absolute center of Wuyi Square and several small-scale commercial blocks, local consumers and foreign tourists are mostly concentrated here.
This also explains why the layout of the tea and pleasant colors will focus on the junction of the three administrative districts of Kaifu, Furong, Yuhua and Tianxin, that is, near Wuyi Square, Huangxing Square and Wangfujing Department Store.
Among them, Wuyi Park has the highest density of shops, with as many as 41 shops in the rest of 0.64 square kilometers.
In addition to May Day, there are also 4-6 restaurants near Beizheng Street, Changsha Railway Station, Zuojialong and Wanjiali Square. There are 5 restaurants at the intersection of Jiefang Road and Caie Road in Furong District.
It can be seen that the strategy of Chayan Yuese is not to rely on the rapid opening of stores across the country to achieve a higher volume, but to seek to build high-quality stores in a small area and high density.
Moreover, through the continuous layout around Changsha, Chayan Yuese has formed a scale effect and marked the cultural label of Changsha.
With the high-density distribution of stores, the layout of Chayan Yuese in the Changsha market tends to be saturated. Interestingly, Chayan Yuese does not seem to plan to enter other cities in a big way.
You must know that Wen Heyou, who are also produced in Changsha, has already started the plan of external layout.
According to the data provided by Jihai Brand Testing, 8 of the 10 newly opened stores of Chayan Yuese are located in Changsha, and the other two are located in Wuhan and Changde respectively. Of the 10 recently closed stores, 8 are located in Wuhan and 2 are located in Shenzhen.
Judging from the store layout, Chayan Yuese not only did not consider expanding out