The price of milk tea is reduced, but the price of some tea products is reduced by how much per cup of happy tea.

I believe that every hard-working dry rice worker has such an experience: dragging his bleary-eyed head to dry rice every day, a cup of refreshing coffee or milk tea is very important. First, after seeing the price increases announced by brands such as fragrance and pleasant appearance, a series of milk tea brands followed this wave of price increases, which made the dry rice workers suddenly see it in their hearts. Only Xi Tea, the villain of the milk tea industry, chose to cut prices at this time, which fully exposed that the cost of new tea was not as high as imagined, and then some new tea brands followed suit.

However, since it is drinking milk tea, the milk and tea in the cup have never been the protagonists, and pearls, pudding, coconut and immortal grass, as accessories, are the key points in the milk tea cup.

Originally thought that the brand price, milk tea can drink a little more happy, but now was told that the surface seems to have milk tea freedom, but secretly did not have. The prices of some basic categories of milk tea have fallen, while tea shops have also offered more DIY options and services for consumers to choose from. How many consumers can resist the temptation of DIY? Can you still be happy after settling the account carefully?

Use Xi Tea GO Mini Program takeout mode to order, choose the cheapest pure Luyan tea with a price of only 9 yuan per cup, after slipping, there is an option to add more small ingredients below, and there is no free small materials to choose from, although Xi Tea only allows one tea drink to add three kinds of small ingredients at the same time, the price of small materials is not too cheap, the price is between 2 yuan and 6 yuan.

If you need a takeout service, you need a commodity consumption price of more than 20 yuan to deliver. When you choose a good product for settlement, you need to pay a distribution fee of 6 yuan. In addition, the price of an inspiration insulation bag is 1 yuan. In this way, a cup of tea plus small ingredients, distribution fees, insulation bags and other additional fees, in fact, the unit price of a cup of milk tea has not come down much. After the price reduction of Xi tea, some consumers can not even afford to send the cost, but also order one more cup or more, it seems that the amount of consumption has been increased.

Although the trend of Chinese consumption of coffee is showing a growing trend, the tea market is even bigger, according to the "Tea and City: tea City consumption report" issued by China Finance and Economics, the number of tea shops in some cities accounts for the main force in the comparison of non-restaurant restaurants, which shows that there are more milk tea shops than coffee shops in some places.

The main consumers in Chinese society have high purchasing power and money, and have a new mentality for new products. However, this generation does not have much time to sit in the store and spend, mostly for takeout or take-and-drink. China's takeout delivery service is efficient and large-scale, from three meals a day to household items are delivered to the side one by one, which accelerates the development of catering industries such as coffee, new tea and so on.

In such a large market, of course, more brands want a piece of the pie, but at present, the competition in the tea industry is fierce, and the high-end market tends to be saturated. In order to continue to expand and occupy a larger market share, brands may also attract more consumers through promotion, price reduction and other ways. But such a means is not really to reduce your price, it is more likely to be a marketing tool.

Of course, the quality and cost of a cup of real milk tea will be relatively high. Many tea shops have been set up in popular business areas and high-quality areas, and their rents are, of course, high. With the sharp rise in the prices of some labor, raw materials, packaging materials, and so on, the price of a cup of tea will certainly rise.

However, Guangzhou Daily said in an interview with Feng Xiaomei, a researcher at the Guangdong Tea Industry Committee, that at present, the cost of a cup of high-end milk tea is about 10 yuan, with a gross profit margin of 60% to 70%. At present, most of the prices of milk tea can cover the cost after the price increase.

If an account is calculated in this way, the whole thing is like "the emperor's new clothes". Consumers feel that the price has been reduced, but in fact, the merchants have not suffered any loss.

Photo Source: Internet

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