Our reporter Yang Tianyue

　　Following Tongrentang Cafe, China Post Tea Shop, and Sinopec Yijie Coffee, China Railway has also taken the catering industry as a new direction to explore.

Recently, China Railway opened a tea shop and themed restaurant in the China Railway Museum located in Zhengyangmen, and expanded its catering layout outside the railway.

　　Giants in various industries have been eyeing the cross-border tea business, focusing on the publicity and advertising benefits brought by conforming to the consumption trend.

However, under the cross-border heat, it also faces fierce industry competition.

Industry experts believe that giants need to identify their own characteristics and differentiated competitive advantages, and work hard in terms of flexible systems and mechanisms, introduction of professional talents and management experience.

　　Fast food restaurant opens at the front door of China Railway

　　The Zhengyangmen Pavilion of the China Railway Museum is a national-level professional railway museum in China. Many primary and secondary schools carry out research and practical education here, attracting many citizens and tourists every year.

Recently, many citizens have discovered that a "Wandao Tea" railway tea shop and a "Spinger" themed restaurant have quietly appeared on both sides of the museum.

This also means that China Railway has officially entered the milk tea catering industry and expanded its layout outside the railway.

　　At noon on weekdays, Beijing Railway Liefu Springer Restaurant is slightly deserted.

Walking into the restaurant, a group of photos of old-fashioned railways and freight cars are hung on the wall facing you. There are several small models of steam locomotives on the suspended track overhead. There are also various high-speed railway models and old newspapers in the decorative display cabinets in the store. The railway-themed cultural creation and peripheral products are full of "iron flavor" in the interior style.

　　It is understood that the store mainly sells simple meals such as salads, sandwiches, pasta, coffee, juice and so on.

Salads can be based on carbohydrates or vegetables, both priced at 10 yuan. The meat and protein of your choice include beef ribs, shrimp, tuna, etc. The price ranges from 15 yuan to 25 yuan. Quinoa, bean sprouts, strawberries, etc. The optional dishes are 5 yuan per serving, and the price of other meals is between 30 yuan and 50 yuan.

　　The switch is an operation to open the rail switch so as to facilitate the transfer of the train.

Just looking at the name "Wandao Tea", you can also think of the relationship with the railway.

The store mainly sells freshly made tea, juice, coffee and other drinks, including caramel chestnut thick milk tea, cappuccino, poplar nectar, etc. The price ranges from 12 yuan to 32 yuan.

　　At present, Wandao Tea has only opened this store in Beijing. There are four Springer restaurants in Beijing. The China Railway Museum store is also the only railway-themed restaurant.

The relevant person in charge of the brand said that in the future, the two brands will be deployed in markets outside Beijing, such as Shanghai and Shenzhen, focusing on scenes such as train stations and parks. Consumer dining experience.

　　Giants get together to break into the tea business

　　China Railway is not the only cross-border player eyeing the tea business.

In the past two years, China Post, Sinopec and other "national prefix" enterprises have launched their layout in the tea and coffee track.

China Post opened a "Post Oxygen Tea" brand milk tea shop in Fuzhou, and launched "Post Office Coffee" in Xiamen. The price of coffee and tea in the store is between 20 yuan and 40 yuan, and it also sells related post office cultural and creative peripherals, including stationery , aromatherapy essential oils and blind boxes, etc.

　　In the Sinopec Ritan gas station located on Ritan Road, Chaoyang District, although the storefront of Easy Jie Coffee is small, the coffee machine and raw materials are readily available.

There are more than a dozen drinks such as latte coffee, milk tea, and milk on the menu, with prices ranging from 15 yuan to 28 yuan.

"Buying a coffee after adding oil is more convenient than going to a coffee shop." said a consumer who was buying.

　　Looking further ahead, in 2019, Tong Ren Tang, a time-honored Chinese brand, opened a "Zhima Health" drink shop in Shuangjing, focusing on healthy coffee drinks such as wolfberry latte and mangosteen American style.

After its opening, the drink shop quickly became popular on social platforms, attracting many food bloggers and consumers to check in.

　　Not long ago, the reporter went to find that compared with the more spacious and transparent hall environment suitable for taking pictures at the beginning of the opening, the current storefront is slightly "crowded", and the layout of tables and chairs in the store has become a little denser.

The staff in the store said that this was specially added to provide more space for dine-in customers.

"It's not as popular now as it used to be, fewer people come to check in, more dine-in consumption, and the daily passenger flow is relatively stable." The staff said.

　　Under the heat, you have to find your own position

　　Cross-border entry into the tea industry, is it a good business for industry giants?

From the perspective of market evaluation and popularity, the publicity and advertising benefits brought by opening a tea shop in line with consumer trends for traditional industry giants seem to be more impressive than the benefits at the operational level.

However, after the enthusiasm at the beginning of the opening has passed, in the face of fierce market competition, it will face challenges whether these new tea stores can be profitable.

　　"The lifestyle of coffee and tea consumption is becoming more and more popular, and consumers are more and more frequent in social business communication and entertainment in coffee shops and tea shops. Such consumption transformation supports the continuous expansion of the tea beverage market. Business competition is fierce, and there must be more and more companies entering the market." Lai Yang, chief expert of the Beijing International Business Center Research Base, said.

　　In Lai Yang's view, industry giants such as China Railway and China Post have advantages in terms of capital and channels. In order to gain a foothold in the highly competitive tea drinking track and realize diversified operations, the most important thing is to identify their own unique positioning. Create a more dynamic institutional mechanism.

"It is possible to introduce more professional partners, develop products with quality and characteristics, build a chain operation system and management standards, and improve the return and incentive mechanism to attract talents, so as to achieve longer-term development."