Tea Yanyue color milk tea products will increase in price today
Long queues are rarely seen in Wuhan stores, and some consumers say the increase is acceptable
Xunlimen tea is beautiful, you donāt have to wait in long lines to buy
ā”Kang Xuyang, a trainee reporter of Jimu News from Chutian Metropolis Daily
“The last time the increase was 1 yuan, it was five and a half years ago.” On January 5, Cha Yan Yue Se announced the price increase on the WeChat official account. The Jimu News reporter learned that the price increase mainly involves drinks such as milk tea, excluding tea bags and cultural and creative products in the store. The price of milk tea has mostly increased by 1 yuan, and the new price will start on January 7.
Milk tea drinks generally rose by 1 yuan
The reporter combed through relevant information and found that in July 2016, Tea Yanyuese announced a price increase for the first time. As the price of tea doubled, the weight of cream increased by 40%, the cost of materials increased sharply, and the price had to be adjusted accordingly. The price of the Orchid Latte is 2 yuan, the price of the Orchid Latte is increased by 2 yuan, and the prices of other drinks have also changed.
In January 2022, Cha Yanyue Se announced the price increase again. From January 7th, most milk tea drinks will increase by 1 yuan, of which Zhixiao will increase by 2 yuan, leisurely leisurely, half-day floating, and Zhengzheng Zhiyuan will not increase the price for the time being. . After the price adjustment, the two Internet celebrity products, Youlan Latte and Shengsheng Oolong, are priced at 17 yuan and 16 yuan respectively.
The two price adjustments were separated by more than 5 years. Tea Yanyue Se officially stated that the lack of price increase in the past 5 years was not because of feelings, but because of two advantages: First, the brand dividend brought by the spontaneous support of customers, allowing them to save a lot of marketing costs, and can make small profits. The second is to rely on the purchase dividend brought by the expansion of the scale to reduce the cost of materials.
Regarding the reason for this price increase, the official answer is: raw materials and other costs in the market have been rising year by year, and the dividends accumulated before will not support the superposition of a series of costs, and they are unwilling to reduce the cost of raw materials to resist pressure. , Such as changing the price and quality of milk and tea, so decided to increase the price.
Some stores have not received formal notice
On the evening of January 5, the reporter visited a number of tea Yanyuese stores in Wuhan, but did not see a warning of “imminent price increase”. A number of store employees said that they were unclear about the news about the price increase on January 7 and had not received relevant notices.
āI have heard that prices will be adjusted on January 7th. Most milk tea products will rise by 1 yuan, but we have not officially received the notice from the company.ā A staff member of a tea-yen-yesse store on Jianghan Road, Hankou, told JiMu News Reporter, since the store has not received the notification formally, I donāt know how to adjust it, and itās not good to predict the price increase in advance.
It has been more than a year since Tea Yanyue came out of Hunan and settled in Wuhan. In December 2020, Wuhan Tiandi Store, the first store in Wuhan, opened. So far, Cha Yan Yue Se has opened 20 regular stores in Wuhan, most of which are located in Hankou. Among them, there are 10 stores in the Jianghan Road business district alone, with a density comparable to Changsha.
The store expanded rapidly, but the popularity dropped again and again. A year ago, I wanted to buy a cup of tea in Wuhan. I needed to queue for more than 3 hours. After I ordered the order, I had to wait an hour or two to pick up the meal. In order to have a cup, some people were even willing to pay 100 yuan to ask someone to queue. At that time, some netizens ridiculed: āWith this little money, itās better to go to Changsha by high-speed rail to buy a cup. Itās faster.ā Today, reporters visited Chayanyuese stores in Wuhan and found that long queues are relatively rare, and many stores follow. To any point.
āIf you donāt wait in line, youād better come and buy a cup. If you drink too much, itās nothing special.ā Ms. Chen, a Wuhan citizen waiting to pick up tea, told reporters at the Cha Yanyue Se store on the first floor of the Xunlimen Food Market in Hankou. Now, milk tea costs more than 20 yuan for a cup, and the price of tea Yanyue color increases by one or two yuan is acceptable, no matter how expensive it is.
A number of stores have been closed before
The reporter noticed that before announcing the price increase, Cha Yan Yue Se had already resisted the pressure of rising costs and declining flow of people by closing stores.
In November last year, Cha Yanyue Se announced the temporary closure of some stores in Changsha. This is the third time it will temporarily close its stores in 2021. Up to now, 70 or 80 tea Yanyuese stores have temporarily closed in Changsha.
“Slight price increases have little effect, but price increases alone cannot solve the root cause.” According to industry insiders, “Happy Valley” is the main way for many milk tea brands to enter the market, seeking certain market benefits through large-scale expansion. But the shortcomings of this model will appear over time. At present, the volume of Cha Yan Yue Se in the Changsha market is almost saturated, and the stores in the same area in Wuhan are too dense. Affected by the increase in raw materials, manpower, and rent costs, there are many stores and the passenger flow cannot keep up. It is expected that losses will occur. middle. In the case of increasingly fierce competition in the industry, milk tea brands may want to think about how to change their business methods, relying on expansion and eating brand dividends, after all, is not a long-term solution.
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