In Shen Feng's eyes, in fact, the brand that is really worth learning from in the tea is Zhuyeqing, which can reach 3% water content after complicated process treatment, so that the tea leaves stand upright when exposed to water, float and sink.

What is a good bamboo leaf green?

It is soaked until the roots of the cup stand upright.

This is a very intuitive criterion for selecting products. As a person who doesn't understand tea, I perceive the product value of bamboo leaf green according to this.

Just a few words tell me why I should buy it?

Don't talk about the useless!

No way, the beverage market is very huge, it may be one of the few trillion-level markets in China, not only the market capacity is huge, there is no oligopoly situation, and it is not as subject to many policy controls as liquor and cigarettes.

Farmer, Liangle, Unification, Master Kong, Wahaha, Six Walnuts, Wang Laoji, Red Bull......

Casually, it is a brand with sales of tens of billions, and in a huge market, you may be able to have a scale of several hundred million.

That's why everyone is moving forward.

Of course, it looks very good, but every industry has barriers, otherwise the industry would have been hit in pieces.

For example, most industries can start on e-commerce, so there is no pressure to open physical stores, and it will not involve the development of offline channels.

But beverages are special, because the price-quality ratio of this industry is too low, such as Rolex, the price-quality ratio is very high, so Switzerland, a mountainous country, has to manufacture this kind of products, which is not suitable for long-distance and separate transportation, and beverages are also one of the commodities that express companies are most reluctant to receive, so it is difficult to do online.

Some beverage brands are more expensive in e-commerce than convenience stores because the cost of express delivery is too high. However, the construction of offline channels is also very difficult, not only because of the problems that you are not familiar with, but also because of the high cost of entering the store.

For convenience store brands in South China, the cost of a single store with a barcode is 50 yuan a month, and Meiyijia, the largest convenience store brand in Guangdong, has 20,000 stores.

Even if you only store a convenience store channel in Meiyijia, you will have to pay about 1 million per month, which is the cost of whether you can sell it or not, or just a barcode.

Although the display space of e-commerce is unlimited, the display space of convenience stores is particularly limited, each 711 only has three upright refrigerators, and if one drink goes in, it means that another drink is out.

Even if you spend money on the shelves, if you can't move the sales, it won't last long. And sometimes you give money may not be able to get on the shelf, this is the distributor barrier in Michael Porter's "Competitive Strategy" in the barrier to entry.

Many entrepreneurs pat their heads and claim to have found an absolutely awesome drink recipe?

This kind of thinking is very dangerous!

There is only one flavor recipe to come up with to make a drink, and the probability of success is too low. Even like the Yuanqi Forest, there are many flavors and recipes in the early stage, and the popularity of beverage flavors requires both the strength of research and development, and the luck ingredient in it.

Take a look at the Assam milk tea launched by Uni-President in 2009, which is a super single product of Uni-President in the past decade. But after 09 years, the only beverage items that can be unified are rock candy Sydney pear and Xiao Ming.

Isn't it strong to develop a unified taste?

It shows that the giants also can't guarantee a continuous super single product launch. Teenage Classmates Network

Why are you a rookie?

Therefore, the battlefield of beverages is still offline, and offline shelf sales and online traffic conversion are very different, completely different sales logic.

Very simple packaging, online packaging display can be shot from various angles, and can also be matched with a variety of backgrounds and models. But offline shelves can only passively show one side to customers, and there is not much space......

In the early days of small-batch production of beverages, you are unlikely to find a large factory to help you make it, and the production line and quality control of small foundries are difficult to do, and there are many pitfalls in it......

In the early days, the distribution of offline channels is more important than advertising, because even if you do advertising or content similar to Xiaohongshu planting, customers can't buy it......

If you want to become a first-tier city first, you must spend money to do it thoroughly, indicating that convenience stores, supermarkets, universities, and restaurants are all done......

The beverage transportation radius is not large, generally about 200 kilometers. It is difficult to consider the quality assurance of ambient beverages, especially if there are carbohydrates without adding preservatives, depending on the filling process and production environment......

Therefore, most room temperature drinks use flavors instead of adding real fruit juices, not because brands don't want to do this, but because preservatives are a big problem......

Packaging design should not only consider the easily recognizable and unique bottle type in terms of marketing, but also consider the actual transportation and storage issues. For example, there are restrictions on the height of storage on general shelves, and convenience stores also have restrictions on the width of packaging......

If it is a sparkling drink, you need to consider the pressure issue, and many packaging shapes are not suitable for sparkling drinks......

Some brands even design a unique slim packaging, only to find that they can't fit it when they go to a convenience store?

An industry that seems simple has a lot of big holes that you don't know about. Whoever it is, as long as it's a new entrant, it's better to keep up some awe!

"In the past few days, the Norwegian high-end water brand VOSS and Nai Xue's tea have played a joint brand, and the limited edition cold brew tea is sold for 23 yuan a bottle. ”

Lee Nam-jun joked: "Even Haoliyou can't help but launch the first aquatic product in history, emphasizing the use of Jeju Island's volcanic lava deep water source, positioning high-end." ”

Nestle introduced its high-end water brand Puna into China, and also sold the affordable packaged water business of Youhuo. ”

Shen Feng pouted, your twenty or thirty bottles of water can really be immortal?

"Don't say it, the so-called "drinking water contempt chain" in the noble wife circle does exist. Those who drink sparkling water look down on those who don't have bubbles...... Those who drink mineral water look down on those who drink purified water...... Those who drink pure water look down on those who drink boiled water......"

Li Nanjun complained: "Of course, there is a difference in water quality, boiled water only uses high temperature to kill most of the bacteria in the water, and it can generally ensure that you don't have diarrhea after drinking." Purified water is pure H₂O by distillation, reverse osmosis and other methods to remove all bacteria and impurities in the water. ”

"People's mineral water comes from natural and unpolluted water sources, because it is rich in minerals, it can not only replenish the body with beneficial trace elements, but also have a slightly sweet or refreshing taste experience compared to light and tasteless pure water. ”

"As for sparkling water, it contains bubbles on the basis of natural mineral water, which has a crisp and stimulating taste. It is claimed to be naturally formed, but the origin is limited, and it is even rarer. ”

"Elites in the workplace drink San Pellegrino, Perrier is the representative of trendy intellectuals, VOSS is the standard ...... of ins Internet celebrities and urban beauties"

"As for Fiji, it is most favored by celebrity politicians, and I heard that Sicong uses it for cooking!"

Shen Feng laughed, there are so many scenes in a bottle of water?

Isn't it just that the bottle is pretty?