Can’t bear the pressure of raw material cost
Take out a cup of milk tea and you don’t need to collect the order directly to get the delivery fee
Metropolis Express report Recently, the “top-tier” tea Yanyuese in the milk tea industry announced a price increase, most of which rose by 1 yuan, and “Zhixiao” rose by 2 yuan. After this news rushed into hot searches, it attracted the attention of many Hangzhou milk tea consumers.
“Don’t talk about the beauty of tea. The chain milk tea brands such as Xiaodian, Tea Baidao and Xicha on the streets of Hangzhou have also increased their prices several times in the past two years.” The post-95 girl Qiao Qiao is an avid milk tea lover. The prices of milk tea from major brands can be said to be rare. “The price of fruit tea in CoCo’s home has also risen a lot. If I really want to drink it now, I will buy group purchase coupons online first, and the price of milk tea can still be cheaper.”
Since when, these young people in Hangzhou who love to drink milk tea discovered that a cup of milk tea is more expensive than a meal?
Rising raw material costs
Tea Yanyue Color began to increase in price
On January 5, the official official account of Cha Yanyue Se stated that the price of some milk tea products will be increased on January 7, 2022. Most products will increase by 1 yuan, of which Zhixiao’s price will increase by 2 yuan. The price of paper kites will not increase temporarily.
Yesterday was the second day that Cha Yan Yue Se implemented the new price. A reporter from Chengshi Interactive opened the WeChat ordering applet of the brand and found that compared with the price of the product in the same period last year, this wave of price increases was obvious. Take its “top brand” Orchid Latte as an example, the price has risen from 16 yuan before to 17 yuan now. In addition, the price of Matcha Puthi also increased significantly, from the previous 16 yuan to 18 yuan.
It is understood that the last time the tea Yanyue color price rose was five years ago. Why did Cha Yan Yue Se suddenly announce a price increase this time? The person in charge of its brand said that it was mainly affected by the increase in environmental costs.
In 2013, the tea Yanyue Color, which started in Changsha, Hunan, quickly became popular in Changsha by relying on its unique product taste and national style design on the outer packaging. As of 2021, the total number of Chayanyuese stores has reached nearly 500. Relying on the purchase bonus from the expansion of the store scale, a large number of centralized purchases have brought certain cost advantages to the brand. However, with the current increase in raw materials and other costs in the market, Cha Yanyue Se said that because it is unwilling to reduce costs to solve the problem, such as replacing it with milk and tea with lower prices and quality, it has decided to price the product. Made adjustments.
Take out a cup of milk tea without making the order
Just enough for the delivery fee
In fact, it is not just that the price of milk tea under Chayanyuese has increased significantly. Qiao Qiao said that the milk tea shops in Hangzhou have already quietly increased their prices. “I drink 3-5 cups of milk tea every week, and any’fine-tuning’ actions in the milk tea shop can’t escape my eyes.”
Qiao Qiao noticed that in early February last year, a little bit of the entire line of products increased by 1 yuan. CoCo’s fruit tea has also increased in price since last year. For example, its mango green tea has risen directly by 3 yuan.
“For most consumers who don’t drink milk tea, it’s difficult for them to find out if they increase 1 yuan or 2 yuan.” In fact, since the end of last year, when Qiao Qiao ordered takeout, he discovered that he didn’t have to make an order to buy a cup of milk tea. It’s enough for the delivery fee directly.
Source: Metropolis Express Author: Reporter Wan Yu, Trainee Reporter Chu Fan Editor: Gao Tingting