China Post also opened a milk tea shop. Why did China Post set up a milk tea shop called "Postal oxygen Tea"?

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China Post also set its sights on milk tea and opened a milk tea shop!

On June 4, China Post made it to the hot search list of Weibo for the news of the establishment of a milk tea store.

According to netizens, a new milk tea store has been opened at China Post Pharmacy in Fujian Province.

The name of the newly opened milk tea shop is also very approachable, called "Postal oxygen Tea". This is the first milk tea shop opened by China Post, but according to relevant sources: this milk tea shop opened last year. The milk tea shop also plans to attract investment to the market in the future.

From the picture, the decoration style of the milk tea store opened by China Post still adopts the usual style of China Post.

In terms of drinks, according to Dianping's information, "Postal oxygen Tea" mainly focuses on health-preserving tea, and the categories offered by the milk tea shop include pure tea series, milk tea series, fruit tea series and fruit milk series, with a total of 14 different tea drinks.

In terms of price, the price of a single bottle of "Postal oxygen Tea" is similar to that of ordinary milk tea shops, ranging from 7 yuan to 23 yuan, of which those under 10 yuan are cheaper than ordinary milk tea shops.

According to Tianyanchao APP information, the main operating company of "Postal oxygen Tea" is Fujian Postal oxygen Tea Catering Management Co., Ltd., which was established in October 2020 with a registered capital of 10 million and belongs to the wholesale industry.

At present, China Post Hengtai Pharmaceutical Co., Ltd. has applied to register the trademark "Postal oxygen Tea". China Post Capital Management Co., Ltd., the holding subsidiary of China Post Group, is the largest shareholder of the company, with a shareholding ratio of 51%.

Nowadays, milk tea is becoming more and more popular among the broad masses of consumers, especially young people. as a postal company, China Post has suddenly sold milk tea more or less across the border, which is more or less easy to attract consumers' attention. The news that China Post had set up a milk tea shop immediately made it onto the hot search list on Weibo.

In this regard, netizens have also left comments and teased:

"I just want to know if some milk tea can be delivered home with free delivery."

"want to know how fast the shipment is?"

"I hope its milk tea is not as slow as postal express delivery."

This time, China Post has set its sights on milk tea and opened a milk tea shop, which means that China Post has also begun to expand into the hot business of milk tea.

In fact, in recent years, the tea industry has been unusually hot, to what extent? Even the hotpot giant Haidilao has crossed the border with milk tea.

In January this year, Haidilao launched milk tea for the first time and opened a milk tea shop in Wuhan and named it "Tea Paradise". Also because Haidilao first involved milk tea shops, it immediately entered the hot search list.

The owner of the milk tea shop in Haidilao is self-made by DIY and has launched its own characteristic "intimate" service, specially making instructions for making milk tea, but what is most popular with consumers is the price of this milk tea shop-9.90 yuan per cup of milk tea.

Since the first cup of milk tea in autumn was suddenly maxed out in the moments in September last year, milk tea has become a hot topic, so the sales of several brands of milk tea have increased 3-4 times. Among them, some stores of Xi Cha, 1oC and other brands can only close temporarily because of the explosion of orders.

On October 9 last year, Naixue's tea released a report. The big data report showed that Naixue's tea sold more than 3.4 million cups of milk tea in eight days!

In March this year, the No. 1 topic of Guangdong milk tea consumption was listed on Sina Weibo's most popular search list, with 94.98 million readers.

With the continuous popularity of new tea drinks, it can be said that tea drinks have become the most mainstream products consumed by young people.

Among them, according to relevant statistics, the main consumer groups of new drinks are young people under the age of 25 (47%), and new drinks are more popular among young people.

According to the previous report of the "2020 New Tea White Paper", the scale of new tea consumers exceeded 430 million in 2020, which means that nearly 1 of the country's population are consumers of new tea; the size of the new tea market in 2020 is more than 100 billion, and people in the industry expect the new tea market to exceed 110 billion in 2021.

On one level, the cross-border opening of milk and tea stores by China Post means seeking change from a single traditional industry, no longer limited to the original traditional areas.

On the one hand, the choice of milk tea industry represents that milk tea has more innovation and more room for development, and for China Post, this entry into the tea market favored by young people is also an attempt to rejuvenate the brand.

On the other hand, opening stores to seize the market is the most effective way to enhance their brand influence and market position. At the same time, entering the tea industry is also one of the income ways for most brands to increase their core business. With such "opportunities", many brands are naturally more willing to enter the milk tea market.

But whether it is the hot pot giant Haidilao or China Post, they originally have nothing to do with the milk tea industry, and the behavior of pushing out the old and bringing forth the new by implanting more popular products in the traditional industry is really eye-catching, but for China Post, at present, China Post is just in its infancy in the field of tea drinks, and there is still a big question mark as to whether it can be recognized by the market.

Finally, from the current market, the new tea market has obviously entered the Red Sea, China Post as a latecomer cross-border tea market, are you willing to pay the bill?

* Image source: Internet