What happened to the new tea giants?
Hey Tea and Nai Xue cut prices, Lele Tea will close stores again
On February 24, "Hey Tea farewell to 30 yuan" rushed to the hot search on Weibo.
HEYTEA announced that it will no longer launch drinks of 29 yuan and above this year, and all drinks will never increase in price this year.
A reporter from the Yangzi Evening News saw in the HEYTEA store that the price of drinks on the current standard menu has completely bid farewell to 30 yuan.
Among the new tea brands that are often mentioned together with HEYTEA, there are also "Nayuki's Tea" and "Lele Tea" with similar prices.
The reporter noticed at the Naixue store that its price has also dropped, and only one seasonal limited product exceeds 30 yuan; Lele Tea has recently withdrawn from the Guangzhou market after closing its Xi'an store.
Yangzi Evening News/Ziniu News trainee reporter Wang Can
HEYTEA cuts prices across the board, bid farewell to the era of 30 yuan
In the announcement released by the official Wechat tea, it mainly talked about three points: first, there are no beverages starting with 3 characters on the standard tea menu; second, products of 29 yuan and above will no longer be launched this year; third, this year will never price increase.
Regarding the reasons for the price reduction, HEYTEA said that after years of accumulation and deep cultivation in the supply chain, it can finally reduce the price on the premise of ensuring the materials, quality and taste.
In fact, as early as before the official announcement, HEYTEA has quietly lowered product prices in the past one or two months.
The prices of Zhizhi Mango, Zhizhi Raspberry, Zhizhi Duo Meat and Green Tea have been adjusted from 32 yuan to 29 yuan.
In addition, the prices of new products on the shelves of HEYTEA are in the early 20s. HEYTEA also said that there will be new drinks of more than ten yuan in the future.
At noon on February 25, a reporter from the Yangtze Evening News came to a HEYTEA store in Jianye District, Nanjing.
On the in-store menu, the reporter saw that all marked prices were below 30 yuan.
The lowest price is American coffee, pure green tea and other products, the price is only 9 yuan; the highest price is succulent grapes, Zhizhi succulent green tea, etc., reaching 29 yuan.
Overall, after the price adjustment, the prices of HEYTEA products are mainly distributed between 19-25 yuan.
On that day, the business of the Xicha store was very prosperous.
The reporter noticed that the dining table was full of ready-made drinks.
Due to the large number of orders, customers have to wait about 50 minutes after placing the order before they can pick up the tea.
Nai Xue has also reduced the price, and Lele Tea has closed its stores in both places
In addition to HEYTEA, Nai Xue's tea and Lele tea are often compared as HEYTEA's competitors. What are the current prices of these two brands?
On the menu of a Naixue store in Jianye District, Nanjing, the reporter saw that the cheapest price is a "Easy Golden Peony", the price is 9 yuan; there is only one season-limited domineering series that exceeds 30 yuan.
In general, the price of Naixue's products is basically between 19-25 yuan.
After comparison, the reporter noticed that compared to a month ago, the price of Nai Xue's tea has also dropped.
For example, a domineering cheese strawberry with 0 calories of sugar added, the price on January 26, 2022 was 33 yuan, and now the price of the same configuration is 30 yuan; if it is a standard configuration without additional ingredients, the price displayed on the standard menu It is 29 yuan.
And another new tea brand, Lele Tea, although the price has not changed much recently, the development seems to be somewhat tortuous.
The reporter searched on the map and found that Lele Tea's three stores in Guangzhou have been closed.
In addition, Lele Tea has closed all stores in Xi'an in 2021.
The new tea drink may be warmed up after moderate adjustment
According to the "2021 New Tea Drinks Research Report" released by the China Chain Store & Franchise Association, from 2018 to 2020, the growth rate of the new tea drink market will exceed 23%.
However, according to the report, in the next 2-3 years, the growth rate of new tea drinks will gradually slow down and be adjusted to 10%-15%.
The China Chain Store & Franchise Association believes that the reasons behind the slowdown may be: from the perspective of enterprises, rapid growth will have great management risks; from the perspective of external competition, the consolidation of the sinking market and the development of the western and northern markets will lead to greater risks. Market validation is required.
However, the report believes that the slowdown in growth is phased, and moderate adjustments will achieve accumulation.
If enterprises solve important issues such as brand, operational capability, and food safety management in the next 2-3 years, the growth rate of the new tea industry will quickly return to more than 15%.