A number of tea brands boycott takeout full reduction! Cause crazy complaints from netizens.

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According to media reports, yesterday, a number of tea brands boycotted full discounts on takeout platforms, including Xi Tea, Nai Xue's Tea, Tea Baidao, Gu Ming, Honey Snow Ice City, Book Burning Fairy Grass and other well-known brands. at present, the full reduction of takeout platforms has been changed to 50-1, 70-1 or directly cancelled.

The news sparked a heated discussion among many netizens, and the topic of more than # tea brands boycotting takeout went straight to the top search list of interactive platforms such as Weibo and Baidu. So far, the topic has reached 180 million views on Weibo.

In a picture of the short video of the five rings, some merchants said that it was true. "starting from November 1, the company has unified requirements, including Xi Cha, Nai Xue, Gu Ming and many other well-known brands. Shopkeeper: "now the business is difficult, there is no profit." Netizens said one after another: "to tell a joke, there is no profit from selling milk tea."

Many netizens complained: "if you don't make money with a cup of milk tea, you still don't make money." , "it is suggested that the industry should be closed down", "more than 20 cups of milk tea, but only 50 electricity charges a month", "A lot of takeout is already more expensive than arriving at the store, but also resist full reduction, how can it be so thick-skinned", "10 yuan in the store, 12 takeout, more than 20 free, two cups of forced order is still low profit, are you all right merchants?" Wait, wait, wait.

However, some netizens think that the essential reason for this is that the merchants do not make money, and the platform also offers all kinds of discount red envelopes, saying that "the takeout platform is too hard, and the merchants during the epidemic are too difficult." some merchants commented that they were speechless. After consumers use coupons, the income is expected to be 0 yuan directly.

With the "cooling" of the new tea race track, a number of new tea brands have begun to attract consumers through price reduction strategies. In early 2022, Xi Tea was the first to launch a price reduction, followed by Nai Xue's tea, and Lele Tea also made adjustments to its products. Although the price reduction strategy can attract consumers, it may also further reduce the profit margins of new tea drinks.

In April, Nai Xue's tea released its annual report for fiscal year 2021, and its brand lost 4.525 billion yuan in 2021, an increase of 2141.27% compared with the same period last year. Although another brand Honey Snow Ice City makes money year after year, according to its prospectus, the main source of income is the sale of food materials and the collection of franchise fees. In addition, Xicha, which has always insisted on self-management, has also begun to relax and will carry out business partnership business with suitable stores in non-first-tier cities. At the same time, Xi Tea also closed the flag sub-brand "Xi Xiaocha".

To tell you the truth, from the consumer's point of view, although many brands have carried out price reduction strategies, but the feeling is from 15 yuan before to 10 yuan now? After all, just looking at the materials and cost of a cup of milk tea, 20 yuan for a cup of tea is indeed very expensive. Making the same milk tea by yourself is not only real but also healthy, and the cost per cup is much cheaper than that sold outside.

However, if you want to consider it from a businessman's point of view, selling milk tea requires opening a shop, shop decoration, rent, as well as miscellaneous expenses such as franchise fees, labor fees, raw material purchase fees, and so on. These costs are eventually shared on each cup of tea, and a certain price is raised to generate profits. If takeout, then also need to take into account the distribution fee, as well as platform extraction, if the takeout platform is higher, leaving merchants even less profit.

Photo Source: Internet