Northern tea market survey: Northeast may be the next blue ocean of tea

During the New Year, I went back to my hometown in Northeast China.
I was surprised to find that this five-tier town in Heilongjiang has opened 3 Michelle Ice City and 1 Shanghai Auntie.

Among them, there are two stores, and the monthly sales of takeaways exceed 6000 orders, and the business is very hot.

From Visual China

The Northeast milk tea market, once a desert, is going to be awakened this year?

A milk tea shop in the fifth-tier town of Heilongjiang, with monthly takeaway sales of 6000+ orders

A milk tea shop in the fifth-tier town of Heilongjiang, with monthly takeaway sales of 6000+ orders

The development of tea in my hometown in Northeast China is far beyond my expectations.

At the beginning of last year, there was still a "milk tea desert" here, but starting from the second half of last year, this small city with a population of only 700,000 opened three Michelle Ice City and one Shanghai Auntie.

You know, in the southern market a few years ago, when Hey Tea, Nai Xue, Little Bit, Coco, and Gu Ming competed fiercely in long queues, we only had milk tea brands such as Kuai Ke, MTR, and some individuals here.

Small shops, chain new tea brands have never entered in the past.

Now, based on comprehensive platform data, two of the newly opened Michelle Ice City and Shanghai Auntie stores in their hometown have two takeaways with monthly sales exceeding 6000 orders, and the opening time of these stores is only half a year at most.

My cousin who went to high school in his hometown had already checked in.

He said that these stores almost "fired as soon as they opened.
" "Open Douyin and you can use it quickly, and most of your classmates have gone.
"

In the eyes of friends who work in their hometown, it is only natural that the milk tea shop is good.

"Everyone has seen it before on business trips in other places, and finally opened to the door of the house.
I must try it.
"

In her view, young people in their hometown in Northeast China, like young people all over the country, have a demand for milk tea.

As long as chain brands open stores, young people will naturally consume it.

In fact, the new tea drink fire to the small town of Heilongjiang did not happen overnight, and the "milk tea gene" in the northeast has also passed time.

The awakening new tea in Northeast China

The awakening new tea in Northeast China

I made up for the history of the development of milk tea in the Northeast, and found that the beverage industry in this black land has been developing at its own pace and showing an uneven trend.

According to statistics from the Prospective Industry Research Institute, from the perspective of the distribution of milk tea brand stores, the new tea drink stores are more distributed in the south, while in the northeast, the best-developed province is Liaoning.

This aspect is related to the degree of economic development.

On the other hand, the new tea brand pursues quality, and the transportation of raw materials takes time and space costs into consideration.
Liaoning has the advantage of natural conditions, and the local brand 700cc in the Northeast also originated here.

Since childhood in Shenyang's post-00s ether, he has already had the basic knowledge of milk tea brand in junior high school.

Compared to brewing milk tea at roadside stalls, he prefers to go to the mall and order a cup of CoCo.

In high school, milk tea has become a must.

"There is a recognized milk tea street near high school.
After the tuition is over, I will go to buy milk tea with my friends.
I basically order three or four times a week.
" He prefers milk green because the taste is "fresher".

The peers around Ether also have a certain understanding of the new tea brand.

Nowadays, the business of Xicha and Naixue's stores in Shenyang city center are good.
When SEVENBUS opened a store in Shenyang, he and his classmates would take the subway for 40 minutes and make a special trip to the store to check in.

It can be seen that the new tea in Northeast China has begun to gradually "penetrate" from the capital city to prefecture-level cities and even county-level cities from south to north.

The market is showing an awakening posture, and the number of brands and stores is visibly increasing.

Here is also the gene for the explosion of tea:

1.

Milk tea is a happy water shared by young people, and the Northeast is no exception

Even though people from the Northeast have different tastes compared to those from the South, the role of milk tea as "happy water" is the same.

Kangzi works in finance in Shenyang.
He likes to order milk tea during overtime.
The most ordering is Heycha's succulent grapes, which "makes people feel better.
"

Today, with the development of the Internet, young people in the Northeast are showing a high degree of enthusiasm for milk tea consumption.

2.
The awakening of the taste of "fresh fruit" coincides with the upgrade of new tea drinks

2.
The awakening of the taste of "fresh fruit" coincides with the upgrade of new tea drinks

Today's Northeast people's pursuit of fresh fruits is much stronger than before.

Qi Miao’s hometown is in a fourth-tier city in Liaoning and currently lives in Shenyang.
Now she pays special attention to "freshness" when she chooses drinks.
"If there is no fresh fruit, I would not consider it.
"

Kongzi said that the sense of value brought by freshness is particularly important in the Northeast consumer market.

This coincides with the pursuit of "fresh tea" and "fresh fruit" new tea drinks.

3.
Chain brands have begun to lay out this "blue ocean"

3.
Chain brands have begun to lay out this "blue ocean"

A Harbin tea drink franchisee told me, “This year there should be more chain brands entering Heilongjiang, and Shuyi Burning Xiancao opened several stores in Harbin years ago.
The tea drink competition in Northeast China is definitely becoming more and more fierce.
.
"

But he has some concerns about the future.
"The milk tea market in the Northeast is very limited.
With more and more brands coming over, the turnover of each beverage store will decrease.
"

In-depth understanding of the development of tea in the Northeast, I found that this worry is not without a trace.

According to the research report on the vitality of Chinese cities in the third quarter of 2020, as of the third quarter of 2020, the top 20 cities with milk tea shops are mainly located along the southern coast.

The North, especially the Northeast, is still in its infancy as a whole.

Combined with interviews and historical tracing, I found that the limitations of the tea market in Northeast China are reflected in these aspects:

Differences in eating habits

Differences in eating habits

"Too sweet" and "too greasy"-this is the biggest shortcoming of the new tea in the eyes of the Northeast friends interviewed.

In addition, the raw materials such as tea, pearls, taro balls, and immortal grasses of the new tea drink are not recognized in the northeast.
Take tea as an example.
In the Northeast, tea generally only plays the role of "making boiled water more flavor", and people in the Northeast do not have the habit of daily tea tasting.

Transportation cost pressure

Transportation cost pressure

In the Northeast, the "social fruit" jelly pear that dominates the streets of the Northeast has become popular in the past two years, making it difficult for countless southern friends to escape the "law of true fragrance.
"

Frozen pears are not a variety, but a form of processing.
They are repeatedly "frozen" at outdoor low temperatures to preserve the fruit.
In the northeast, especially in rural areas, there are also all kinds of frozen vegetables.
This is directly related to the high transportation costs in winter.

Affected by the snow and ice weather, the cost of transportation in the Northeast in winter is very high, especially for the various raw materials of new tea drinks, transportation and loss are hard costs.

More obvious off-peak season

More obvious off-peak season

Summer is the peak season for tea shops.
The huge temperature difference between winter and summer in the Northeast makes the off-peak season more obvious.

Yang Yang, who opened a store in the northeast, said that his store’s business in winter was basically cut by half or even more.
"There will be fewer dinner parties in the northeast in winter, and the amount of orders in this scene will be cut in half.
"

And the genius of living in the Northeast tells a detail: In the Northeast, there is no scene of "holding hot milk tea for warmth" in winter.
Because the outdoor temperature is extremely low, holding hot drinks in the hands will cause "freezing the back of the hands" problem, which seriously hinders insertion.
Keep warm.

There is no advantage in population, income, consumption habits

There is no advantage in population, income, consumption habits

The development of new tea in a place depends on the number of young people and income levels, but the Northeast does not have an advantage in these two aspects.

A friend from the Northeast who worked in Guangzhou discussed a strange phenomenon with me: When he was working in Guangzhou, he could basically order milk tea two or three times a week.
However, when he returned to the Northeast, his addiction to milk tea would suddenly be quit.

He attributed this to the impact of the environment on people.
In his opinion, the environmental impact of drinking milk tea comes first, followed by taste, and finally income.

In other words, the development of the Northeast tea market depends on the tea consumption habits of the people in the Northeast.

How does the new tea drink impress consumers in Northeast China?

How does the new tea drink impress consumers in Northeast China?

Entering the Northeast market, how can tea shops impress consumers and cultivate their consumption habits?

During the interview, many consumers mentioned Aunt Shanghai.
Currently, Aunt Shanghai has opened more than 170 stores in Northeast China, which is “a brand with relatively high recognition among young people in Northeast China”.

To this end, I interviewed Lei Chong, the investment promotion director of Aunt Shanghai.

1.
Location: 70% of shopping malls, large shops on the street

1.
Location: 70% of shopping malls, large shops on the street

At present, Shanghai Auntie's stores in the northeast account for about 70% of the mall stores.
This is mainly because the mall has heating and will not be affected by the severe cold weather.
The crowd will greatly reduce the impact of the weather on sales.

The remaining 30% of street shops are also open in commercial pedestrian streets, universities, high schools and other places where young people are concentrated.
In the layout of the street shop, Aunt Hushang chose to open a large store with a size of about 50 to 100 square meters and provide seats for the purpose of keeping people behind.

If it is a street stall, it means that consumers may have to wait outdoors at minus 30°C, which will greatly reduce their desire to buy.

2.
Product: It is not necessary to sell hot drinks, fruits are more valuable

2.
Product: It is not necessary to sell hot drinks, fruits are more valuable

The industry often has a misunderstanding: Northeast hot drinks are more popular.

But in fact, there is more market for cold drinks in Northeast China.
For this point, you can refer to the sales of ice cream.
In winter, wearing big pants next to the radiator to eat ice cream is a unique "Versailles Cat Winter" for Northeastern people.

And the sales of Northeast fruit tea is not bad.
"In the Northeast, our cheese grape milk cap and Yangzhi Ganlu have high sales volume.
" Lei Chong said.

3.
Operation: open direct operations in big cities and build training centers

3.
Operation: open direct operations in big cities and build training centers

Opening a tea shop in the Northeast requires systematic investment in operations and supply chains.

Last year, Aunt Hushang opened a direct-operated store in Shenyang with the goal of "setting a benchmark" and establishing standards for franchising stores.

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