Tmall Doesn'T Sell Milk Tea, But It Plays IP Business With Its Neighbors.

In April 21st, the Tmall flagship store was finally launched. Surprisingly, the Tmall flagship store, which likes tea, does not sell milk tea. This is the world surrounding tea.

Similarly, the new tea drinking star company, the first snow lotion flagship store in March, first entered Tmall on the flagship store, set up 6 hundred yuan mental cards, and a variety of snow tea gift boxes, and entered the first show of Luo Yonghao's jitter live in April 1st. Under the leadership of Lao Luo, it sold 9.18w Zhang, and 807.84w's sales Tea X Luo Yonghao customized 100 yuan gift card.

Tmall tea shop is mainly based on tea products and gift cards. The Tmall flagship store is mainly based on the joint name and the surrounding products. It includes three kinds of products, namely, "tea eating room", "inspiration joint name" and "inspiration peripheral". But in the 20 products that have already been launched, there seems to be a larger proportion of joint products and peripheral products that seem to be out of commission.

Selling tea bags, yogurt and water cups can be understood. Even the cell phone shells and socks are sold. Is the tea crossing a bit far?

In fact, for Xi Cha, selling peripheral has been a "three year old" business. As early as in 2017, the "Hi tea inspiration shop", which was the main selling brand of tea products, was launched in the year of 2017. In 2018, it launched 69 or nearly one hundred peripheral products, which cover beauty, clothing and life.

In November 22, 2019, the "Hi tea inspiration shop" was renamed "Hi tea department store" and launched an independent small program. However, compared to about 25000000 consumers who ordered tea drinking with the "Hi tea GO" mini program, the users of "Xi Cha department store" alone were too few.

Today, the "Hi tea department store" has been incorporated into the "department store" entrance at the bottom menu bar of the "Hi tea Go" applet.

Titanium media login "Hi tea GO" WeChat applet found that the bottom menu bar has become a five column, and the Department Store column is located in the middle, which is particularly conspicuous. When tea consumers drink tea, they prefer to visit their peripheral products, which is not an order of magnitude.

Compared with before, Xi tea seemed to put the "peripheral" business in a more important position.

As a matter of fact, during the epidemic period, Hei tea has launched a number of joint peripheral products. Among them, the green tea products jointly launched by the happy tea group and the box horse workshop, and the joint "cadedo" introduced two kinds of tea flavored ice cream, and the joint Roy Lai Lai introduced the roasted meat products of the meat and grape flavor.

In March 23rd, hi tea completed the C round of financing from the joint venture of Gao Ling capital and Coatue Management, with a post investment valuation of 16 billion yuan. Compared to 9 billion valuation 1 years ago, the value of hi tea rose nearly 8.

During the epidemic period, large amount of financing can also be completed, which is the bottom line for the expansion of Xi tea. After that, hi tea is more frequent.

In April 3rd, the tea brand "Xi Xiao tea beverage factory" opened its first direct store in Huaqiang North of Shenzhen, which was mainly made of fresh milk. The price of milk tea was 8-16 yuan, facing the 3-5 line sinking market.

Prior to that, since March 2019, hi tea has launched several coffee drinks, and "Xiao Xiao Ka" brand is also being registered.

The on-line "Xi Xiao Cha" is aimed at the sinking market; the frequent launch of new coffee products is in the category expansion; the on-line flagship store of Tmall is watching online traffic; what is the development of the brand periphery?

In fact, because of the availability of raw materials and the reproducible nature of processes and recipes, it is difficult for the new tea industry to draw a wide gap from other brands in terms of taste and taste. The innovation and diversification of products can create freshness for consumers, continuously enhance brand awareness and reputation in the eyes of consumers; and through joint products with well-known brands, they can further expand the consumption scene and enhance the sense of consumption experience.

At the same time, brand peripheral products can also serve as carriers of brand culture. Through these small objects that carry the brand culture and go deep into the user's life, users have deeper contact with the brand, which is conducive to improving the brand recognition, loyalty and stickiness of the users, and continuously attracting the purchase.

The development of new products around tea products starts with Starbucks. Since the introduction of the first red paper cup in November 1997, Starbucks has been making cups for 21 years, and almost every time Starbucks launches new water cups, it can set off a panic buying rush. People's pursuit of Starbucks cup has even surpassed Starbucks itself. Last year, the "cat's paw Cup", which had been blasting the circle of friends, is one of Starbucks's surrounding works.

And the mainland's new tea selling around is no longer a novelty. Rui Xing has already launched "Rui chao chao pin", from hand to water cup to digital products, and has started the business of electric business; and Snye also has a special snack program, selling cakes, joint peripherals, snacks and other products.

At present, there are more than 420 stores. According to official information, in January this year, the hi tea scheme opened 800 stores and doubled on the basis of existing stores.

However, it is clear that hi tea has long been unwilling to sell only milk tea. The layout of new retail consumption scenarios, diversified category expansion and multi-dimensional IP peripheral development on line or line will be the future direction of tea.