Xi Tea invests in online celebrity tea brands! What is the core of the competition behind Harmony Peach? Does Xi Cha invest three times to integrate and improve the market supply chain?

Recently, the tea industry has started an upsurge of investment.

In 2021, the tea industry seems to be transformed from an investor to an investor. Integrate the big and small events during these two months'"investment boom": in early August, Changsha online celebrity tea brand took a stake in the strategy of "pleasant tea face" [fruit]; in September, [Snow Ice City] established Snow King Co., Ltd. in the same month, it opened its first investment and took a stake in Guangdong Huicha Catering Management Co., Ltd. In mid-October, Xicha invested in Hexi peaches, which currently holds 5.1 per cent of its shares, according to APP.

This is not the first investment in Xicha, but it is the first in the tea industry. After completing a $500 million financing in July, Xi Tea has made three investments so far. In the same period in July, Xi Tea invested in Shanghai Xishe Coffee Co., Ltd. [seesaw], with a 5% stake.

Since then, Xi Tea has cooperated with seesaw for many times, from the joint gift box to the Mid-Autumn Festival special, to enter the coffee field first.

In September, Xi Cha set its sights on Anhui Green Tomato Biotechnology Co., Ltd., investing 900000 yuan and holding 15%. According to public information, the company mainly operates a brand called [Wild Plant Yeplant]. The brand focuses on a series of plant milk products, and has part of the illustration art peripheral product business, so that Xi Cha can earn the plant milk from the fire in recent years.

Within half a year, Xi Cha began its third investment. Different from the previous two expansion of the tea race field, this time Xicha chose online celebrity tea [and peaches]. Friends who like surfing the Internet should know about this brand, because the "Girl Pink" packaging design is loved and sought after by many consumers and is popular in all major online platforms.

Peach is a peach-flavored tea brand, founded in 2019. Taking advantage of the peach taste, it has rapidly grown into a new online celebrity brand. Its products include Japanese white peach Deep-Fried Glutinous Rice Cake Stuffed with Bean Paste milk tea, cherry pill peach, hey peach taro, matcha red bean Deep-Fried Glutinous Rice Cake Stuffed with Bean Paste milk tea, white peach jasmine light coffee, matcha red bean kashitasaki and so on.

At present, [and peach] has 311 stores, mainly distributed in new first-and second-tier cities, mainly in Yunnan, Zhejiang, Jiangsu, Shanghai and Beijing. It can be said that, as a new brand, [and peach] is developing rapidly. So how on earth did it get rich?

Lin Mingjuan, the legal representative of Hefei Taotao, was born into a tea drinker's family. Her father and grandfather both depend on tea for a living. Before the launch of the Peaches and Peach brand, Lin Mingjuan, the third generation of tea, opened [Park Tea] to 14 in three years, and became the only tea brand in the industry to achieve full-leaf and cold-soaked base tea. But then [Park Tea] came to a standstill. although the tea source supply chain has become the first-mover advantage of [Park Tea], Lin Mingjuan has been thinking about how to differentiate and position the product to the brand, and [and peach] is the result of thinking.

Whether it is milk tea, sparkling water, yogurt, etc., peach-flavored products can always cater to the tastes of the public, so Lin Mingjuan decided to focus on peach-flavored tea and set up the [and peach] brand.

Tea in the Chinese market "crazy growth", some have long formed a scale of brands, how to better differentiation and development, widen the gap with competitors, is to make efforts on the business model and resource integration. The three investment directions of Xi Tea may be the following core competition for the development of some brands.

Photo source: Weibo Sky Eye check screenshot