"The highlight moment of the milk tea industry may have passed." Ms. Yang, who runs the milk tea stall, told reporters that compared with the previous huddle to set up shops and queues, the current milk tea industry appears to be relatively calm.

The reporter noted that following the announcement of price increases for condiments, melon seeds, and quick-frozen foods, the milk tea industry has recently begun a new round of price increases.

On January 5, Cha Yanyue Se announced on its WeChat public account that since January 7, 2022, most of its milk tea products will rise by 1 to 2 yuan.

On the same day, Xiang Piao Piao also issued an announcement stating that the price of solid brewed milk tea products (including classic series and good material series) will be adjusted, with a maximum price increase of 8%, and the new price will be implemented from February 1, 2022.

  By Zhao Fangyuan, All Media Reporter, Guangzhou Daily

  Ms. Yang, who started to invest in and operate a milk tea shop in January 2021, has clearly felt that the milk tea business in the market is far less prosperous in the past.

Ms. Yang saw with her own eyes that many milk tea shops in the surrounding area have changed their stores, and many have announced price increases.

But my own milk tea shop has not raised prices. On the one hand, because the product itself is priced higher, it can absorb the cost increase caused by the upstream price increase; on the other hand, the price increase means that consumers may be lost. Raise prices cautiously.

  Afternoon tea and group orders dropped significantly, and competition in milk tea shops further intensified

  The operation of the milk tea industry is also closely related to the development of the overall environment.

Ms. Yang told reporters that, generally speaking, some companies with good business conditions often order milk tea to their employees. Milk tea shops receive a lot of group orders, but now afternoon tea and group orders have fallen sharply.

  In addition, in recent years, competition in the milk tea industry has also intensified.

"Now that there are more brands, consumers have more choices. If you don't pay attention to other brands, they will take away consumers." Ms. Yang told reporters that the milk tea stalls can only be developed through continuous research and development and often launch new products. , In order to retain consumers.

However, the development of new products means an increase in time and cost. Generally, it takes 1 to 3 months to develop a new product.

  Ms. Yang said that it will take about 9 months to start paying back after the opening of her milk tea shop, and now it has encountered "difficult moments" in less than half a year.

"At present, we can only stick to it. But if you can find a good opportunity, you can change hands decisively and you can earn a considerable transfer fee. After all, there is still no shortage of'entrants' in the beverage market." Ms. Yang said.

  A number of milk tea-related companies announced price increases, with a maximum price increase of 10%

  The reporter noticed that recently, related companies in the milk tea industry, including Cha Yan Yue Se and Xiang Piao Piao, have announced price increases.

According to the official announcement released by Cha Yan Yue Se, the price increase is mainly concentrated on milk tea products, and most of them are raised by 1 yuan.

  It is understood that the price of Cha Yan Yue Se last increased by 1 yuan, or five and a half years ago.

Cha Yanyue Se said that the reason why the company has not raised prices for more than five years is mainly due to brand dividends and purchasing dividends brought about by the expansion of scale.

In recent years, the raw materials and other costs on the market have risen year by year, and the dividends accumulated before cannot bear a series of superimposed costs.

  Xiang Piao Piao also stated in the announcement that in view of the continuous increase in the costs of major raw materials, labor, transportation, energy, etc., in order to better provide distributors and consumers with high-quality products and services, and promote the sustainable development of the market and industry, the company The research decided to adjust the price of the company's solid brewed milk tea (including classic series and good material series). The price increase of main products ranges from 2% to 8%. The new price will be based on each product from February 1, 2022. Implementation of price adjustment notice.

  In addition, the “first share of cream” Hairong Technology issued an announcement stating that in view of the continuous increase in the cost of major raw materials, the company has decided to adjust the ex-factory prices of some products, ranging from 5% to 8%, and the new prices will be in 2022. It will be implemented on March 1, 2015.

  Condensed milk producer Panda Dairy also announced that it will adjust the ex-factory prices of the company's main condensed milk-related products, ranging from 3% to 10%. The new prices will be implemented on January 1, 2022.

  Xiangpiaopiao's net profit in the first three quarters of 2021 fell by more than 11% year-on-year

  The reporter noticed that behind the price increase, the performance growth of milk tea companies has also slowed in recent years.

According to the 2021 third quarter report released by Xiangpiaopiao, in the first three quarters of 2021, Xiangpiaopiao achieved revenue of 1.974 billion yuan, a year-on-year increase of 4.29%; net profit attributable to its parent was 39 million yuan, a year-on-year decrease of 11.45%.

Among them, the third quarter revenue and net profit attributable to the parent both fell year-on-year, down 1.76% and 6.20% year-on-year respectively.

  In December 2021, when investors asked about the reasons for the slow or even decline in the company’s performance growth, Xiang Piaopiao replied on the investor interaction platform that the company is now in the stage of transformation and upgrading + second entrepreneurship, coupled with the impact of the epidemic, operating performance The existence of certain fluctuations is in line with the characteristics of the company at this stage.

The company will continue to devote itself to various production and operation activities to realize the company's sustainable development.

  In fact, the signs of slowing growth have already appeared in the 2021 semi-annual report.

According to the sales revenue data of various products from January to June 2021, the sales revenue of brewed products including classic series, good material series, pearl series and other series of brewing products increased by 20.06% year-on-year, including liquid milk tea, juice tea and ready-to-drink The sales revenue of other series of ready-to-drink products fell 3.25%.

In terms of different channels, from January to June 2021, direct sales and e-commerce sales revenue increased by 29.37% and 46.42% year-on-year respectively, dealer sales revenue only increased by 7.47% year-on-year, and export sales revenue fell sharply by 62.97%.

  Public information shows that Xiang Piao Piao landed on the Shanghai Stock Exchange in 2017 and became the “first share of Chinese milk tea”.