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Long before the birth of their milk tea drink, the bottled beverage market in China was full of carbonated drinks, new fruit juice drinks, and iced black tea, which was born last year and became popular in the market, as well as iced green tea-type drinks.

In the bottled tea beverage market in China, Coca-Cola and Pepsi have always been the dominant two carbonated beverage companies.

In recent years, with the increasing number of claims in the international market that excessive consumption of carbonated beverages will bring hidden dangers to consumers' health, many domestic consumers have begun to think about looking for other beverages to replace carbonated beverages.

It was during this period of time that iced black tea and iced green tea series of beverages led by Baodao enterprises and introduced into China began to become popular in the market.

In addition, domestic high-end fruit juice drinks are very timely to intervene, which has led to the fact that the original dominant carbonated beverage has begun to face a three-legged situation.

In the low-end beverage market, carbonated drinks and iced tea series beverages have always been in a situation where the two are competing with each other, while fruit juice drinks have been insisting on the high-end route because of their high cost.

In the mid-end market, that is, the range of four yuan to five yuan, it has always been a market gap, especially dairy beverages, which have long been very popular in foreign countries, but have always been a blank situation in China.

And when Jinghua Tea Beverage Company launched Jinghua milk tea in a timely manner, this part of the market. It was quickly made up.

Although the price positioning is relatively high. However, this also leaves enough room for the cost to rise in future generations. The cost of everything is relatively cheap these days.

But if you change to ten years later, when the domestic price is high, you are looking at it, the cost of various raw materials has skyrocketed, especially milk powder, which is one of the raw materials for milk tea, this kind of thing, because of the domestic milk powder crisis, and when the domestic price of foreign milk powder remains high, the cost cannot but become the top priority to be considered.

So as early as the birth of this milk tea product. When setting the price, Li Yifan fully took this into account, so early on, he has been trying his best to resist public opinion and insist on setting the price of bottled milk tea at about five yuan.

Now it seems that such a price is indeed high compared to other drinks, but ten years later, if you look at it, five yuan is not a fart for many people.

And, most critically. If you set a low price now, if the cost rises in the future. If you're trying to raise the price, it's going to be difficult.

This is the case in China, a product, if you enter the market early, if your early positioning is relatively low, and it is the kind of ordinary product facing the general public, if you want to increase the price in the future because of cost reasons, then what awaits you will definitely be a market crisis.

Think about it ten years later, in order to maintain their high profits, Coca-Cola has to find a suitable way to raise prices in disguise in order to maintain their high profits.

For example, changing a large bottle to a small bottle, or quietly increasing a few hundred milliliters, but the price is ordered to make a few pieces, this kind of small means, in exchange for the scolding of consumers and not paying.

As well as other representative products, after the price increase, it is the consequence of the consumption crisis, so it is better to set the price a little higher as soon as possible.

Therefore, although this product can be regarded as making up for a gap in the domestic beverage market, because of the price, the sales situation is far less popular than bagged tea, but even so, it is not at a loss.

"Boss, look at this piece of milk tea, our sales, this Jinghua milk tea, and Jinghua's two bagged teas entered the domestic market at the same time. However, from January to March, his performance was far less conspicuous than that of bagged tea, and it has been growing steadily in March, but it was not until March that it reached the scale of monthly sales of more than 10 million, and it also reached the minimum balance line of profitability. But after entering April, with the investment of our Jinghua milk tea advertising, the sales of these bottled milk tea drinks quickly ushered in a small peak, reaching about 30 million per month, and then it has been hovering in this area, growing upward, and at present, it seems that there are some difficulties. And unlike bagged tea, these bottled tea drinks are growing most rapidly in the Yangtze River Delta region and the Pearl River Delta region, but the growth in the northern market is not so fast, according to my estimates, this is also a lot to do with the consumption habits of consumers in the northern region......

Lenner and Smith took turns summarizing the sales of bottled milk tea, and then gave Li Yifan a report.

To be honest, when I started this tea beverage company, in fact, it originated from the idea of making bottled milk tea at the beginning, and in the memory of Li Yifan in later generations, many domestic brands have launched this bottled milk tea drink, and the sales performance is very good.

The majority of consumers in the south have long been accustomed to this kind of milk tea drink, especially in the Pearl River Delta region, which is deeply influenced by Hong Kong and Taiwan, and the Yangtze River Delta region is also lagging behind in the consumption of this tea drink because of dietary habits.

Later, because of the consumption habits of consumers and the change of taste, this milk tea drink has gradually become popular in the northern region.

This drink has a very big advantage, that is, it can be drunk cold, and at the same time, it is also very convenient to drink hot, and it is the kind of drink that is very suitable for winter and summer.

Now that they have just launched the bottled milk tea drink, he is already very satisfied with being able to do this, and it would be best if he could go further.

But how can we better expand the market? Li Yifan pinched the bridge of his nose and began to close his eyes and ponder.

"Boss, I think that in fact, the market in Huaguo still has a lot of potential to be tapped, and milk tea is still a new thing for the majority of consumers in Huaguo, especially for consumers in the north. If we want to tap the potential of this market, I think the most effective way for us is to increase publicity efforts and make people accept this new thing as soon as possible. The rest of the season is fast approaching, and bottled beverages are quickly ushering in a peak sales period, and during this time, I think we should increase our advertising efforts. ”

Lenner and Smith exchanged a look, and then said to Li Yifan, who also felt that what they said made sense.

"This milk tea, our light advertising endorsement is good, contact her, find a good director, shoot a few more advertising films, and then increase the amount of summer advertising."

Looking at the image of the pure jade girl Gao Fangfang on the outer packaging of bottled milk tea, Li Yifan's heart moved, and the advertising endorsement they invited from Jinghua milk tea happened to be this Miss Gao Fangfang, who is now hot in the advertising industry.

"Hehe, it just so happens that we have made an appointment to meet that Miss Gao Fangfang tomorrow, Mr. Li, if you have time, you can go with us, and then if you have any ideas, you can also bring them up in person."

Lenner was also very happy to see that Li Yifan agreed with his idea, which made him feel a sense of satisfaction of being recognized.

"Well, depending on the time, I'll go back if I have time."

Li Yifan didn't rush to agree, tomorrow, hehe, it is estimated that at that time, Brother Hao Jun has already completed the signing of the new contract with Gao Fangfang's agent, and by that time, Gao Fangfang can already be regarded as half of his own person......

At that time, I don't know if there is any discount to talk about, even if there is no discount, this money is actually changed from the left hand to the right hand.

"By the way, the summer vacation is coming soon, and it is the peak season for bottled drinks, you can also do more means in marketing, for example, when I saw that ice tea was promoted last year, I used the means of winning the lottery and buying a bottle in a bottle, I think you can also try this."

For iced black tea, a new beverage that has entered the Chinese market, the reason why it can occupy the Chinese market so quickly, Li Yifan can be said to be impressed, what he remembers most clearly is that this drink launched the means of buying a bottle in a bottle, and the high winning rate makes many consumers rush to this product.

A bottle of iced tea drink sells for three yuan in the market, but the cost of this drink is only three cents, even if they buy one bottle and get one bottle free, they still have to make money.

And the milk tea bottled drinks they launched, although the cost is higher than that of iced black tea, but the cost after large-scale production is only six cents, and the price is set at five yuan.

And such a means will definitely allow them to win the hearts of more consumers.

And his promotion plan, Lenner and Smith are not opposed, anyway, their pricing is high, the cost is not too excessive, such a promotion plan, they are quite beneficial.

"In addition, Smith, see if you can give us a bottled milk tea drink and research a canned one, after all, after the summer, the north will enter the autumn and winter, such a season, many people like to drink hot drinks. If our milk tea is filled into cans, it is also easy to heat, so in winter, our tea drinks can also have an extra publicity gimmick and win the hearts of more consumers. ”

Li Yifan's proposal made Smith feel very happy, because he had long wondered whether to launch a large bottle of milk tea drink, and whether to choose plastic bottle filling or cans, he had not yet decided. (To be continued......)