Xicha official: we are open to join! It's a bargain!

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November 3, according to media reports, Xicha will be open to join! This is the last store of Xixiaoca, which has just been closed by the front foot, and will be opened to join soon after.

According to the latest official news of Xicha, the business partnership cost of Xicha is less than 500000. Compared with other brands in the industry, the starting investment cost of 35-400000 is not much different. Different from the big stores opened before, Xicha emphasized the "suitable store type" in the external confirmation information. Join the store area will be within 50 square meters.

According to the recruitment website, Xi Cha has posted a position called "Happy Tea-Business Partnership Manager", which is responsible for the docking and follow-up of investment promotion and customer management. as well as follow up the speed of partners to open stores, complete the business partnership partners to accompany and other work. It is clearly stipulated in the qualifications that the applicant must have more than three years of management experience as a franchisee in a well-known chain industry.

Now, many media have confirmed from the aspect of happy tea: happy tea is indeed preparing to open and join. In order to enable more users to drink happy tea more quickly and feel the quality of happy tea, on the basis that stores across the country have fully implemented the store partnership mechanism, Xicha will rely on the experience, capabilities and resources accumulated over the past decade to launch business partnerships with suitable stores in non-first-tier cities. And provide support to business partners in brand, product, quality control, food safety, operation, training, supply chain and other aspects.

Marketing expert Tang Li said frankly: "Xi Tea has not made any new financing for a long time, and has not been able to land Hong Kong stocks as desired this year. Opening up and joining will not only open up the sinking market for Xi Tea, but also reduce its financial burden."

According to public data, Xicha, which originated in Jiangmen City, Guangdong Province, opened in 2012 and was formerly known as Imperial Tea ROYALTEA. Because it could not register its trademark, it was fully upgraded to a registered brand HEYTEA in February 2016 and entered the Beijing market in August 2017. Has been operating in the form of direct operation, adhere to the use of real milk, real fruit, real tea, real sugar to make real quality, inexpensive products. At present, it has opened more than 800 stores in nearly 70 cities around the world, including more than 100 stores in Shanghai, Shenzhen and other places.

In the new tea industry, in addition to happy tea, there are Nai Xue's tea, tea color and other brands have been insisting on direct marketing. Compared with the joining model, direct management will indeed be more smooth, but the number of stores is mostly maintained at about a few hundred, while the number of joining-based brand stores is basically more than a thousand. According to the prospectus previously released by Honeysnow Ice City, there are more than 20, 000 stores, more than 6600 Gu Ming stores, more than 6500 books burning immortal grass and more than 5800 tea stores.

In recent years, the sinking trend of the new tea market has become more and more obvious, or in order to seize the market in third-and fourth-tier cities, Xi Tea has been moving frequently, successively adjusting the price, co-naming, pushing the real fruit to peel off the transparent window, carrying out the Ah Xi whole-body collection competition, closing the inexpensive brand Xi Xiaoca, and then to the current opening to join. After opening up to join, the new tea race track will usher in a new round of inner volume.

In February, Chunxi Tea announced the completion of a comprehensive price adjustment, and there were orders in many stores across the country. by June this year, products with less than 19 yuan on the tea menu had accounted for 80%. At the same time, this year, Xi Tea also launched various joint activities with IP, such as Hiroshi Fujiwara, Menghualu, Yuan Shen, Zhen Huan, and so on, to continuously enhance the potential of the brand.

The joint special products of Xi Tea and the hit TV drama "Menghualu" sold nearly 300000 cups on the first day of launch, and the highest sales in a single store reached about 1000 cups. The joint style of Xi Tea and the Legend of Zhen Huan was snapped up as soon as it was sold. As the first joint brand of the national TV series Legend of Zhen Huan, the joint name once aroused the creative enthusiasm of netizens and formed a very strong brand differentiation.

According to Xicha official data, the expansion rate of Xi Cha stores has slowed significantly in the past few years, with 163 stores in 2018, 390 stores in 2019, a growth rate of 139%, 320 new stores in 2020, a growth rate of 78%, and 202 new stores in 2021, a growth rate of only 26.3%, which is slower than the growth rate of stores year after year.

Now Xicha is open to join in order to quickly grasp the sinking market? The problems and challenges of sinking the market should not be underestimated. Whether Xicha can break through the sinking market with the help of joining mode remains to be certified by the market. However, on the other hand, Xi Cha has been opened and joined, can Naisue, who is also the representative of the new tea direct brand, be far away?

Photo Source: Internet