In addition to CoCo, Gongcha and other brands, there is also a copycat store called CoCoamp Lily and COCO-li tea (the reason is that it is a copycat, 1, the name of the store is The correct name is marked with the words "brand" or "displayed as chain certification", which are not available in these stores; 2. With an orange bottom and the same CoCo wording, it is difficult not to feel that it is a genuine copycat. The monthly sales of the store are much higher than those of genuine brands and other brand stores. There may be cheating behavior, which is difficult to use as a reference. However, among hundreds of positive evaluations, the sales are also very impressive for ordinary consumers. Said that the counterfeit stores are very tempting: there is not much difference in the name, product display and brand, and it is difficult to distinguish at first glance. It is understood that these bungalows have 0 discounts and other price advantages. Most of the stores only take out food and are mainly located in Chaoyang District, Haidian District. According to the information retained on the online platform, most of them are open at low-rent housing costs (such as hotel buildings).

From consumer reviews. From the point of view, the products provided by the counterfeit stores often appear: the milk has the wrong taste, the pearls have a strange smell; the drink cups are ordinary plastic films, and the feedback on the coffee plastic cups is still very common. The picture comes from. Public comments. I targeted an area in Beijing and found 5 "CoCo stores." I contacted the phone as a consumer: the clerk repeatedly emphasized to me that there are only 3 CoCos in the area, and there are only 3 CoCo stores in the area. None made any comments. But before the call was finished, the other party hung up. If the impact of fake business cards on real business cards is greater, then the most direct feeling is that of the small-scale self-made brand Wang Ming. Impact on performance. The "workshop" of the cabin has little impact on the price of small brands. In the price competition range, even copycat machines can attract consumers with high price sensitivity and lack of brand awareness. . Seize the brand chain, leaving small and medium-sized brands with a narrow living space.

In fact, this is one of the worst markets for the beverage business. The cocoa store is just the last thing that breaks the camel's back. Straw. According to an industry insider who opened a store in Beijing, the rent is high and there are few shops on the street. “A 20 to 30 square meter store is opened in a shopping mall. The monthly rent is less than 30,000. . ” Including a series of troublesome procedures for obtaining permits, as well as the need to maintain relationships and other expenses. In addition, with the construction of urban management, there are fewer and fewer street shops, and more locations are concentrated near white-collar office buildings. and shopping malls. This has brought about rental pressure. The development of the city means that the rent pressure of small stores is huge, and consumers' attention is divided in other cities, and the potential energy of the brand is obtained by occupying the core business district. Higher costs are required.

The seasonal changes in the north, the impact of eating habits, and the risk of high investment, the cost of trial and error is not low, and Beijing has little initiative to launch this. New tea beverages are a fragmented market. Dividends have been reduced and the market structure has been basically determined. With the arrival of brands such as Western Tea and Milk Tea, traffic has been further stimulated by brands and chain brands. The living space of small and medium-sized brands is once again squeezed. Conclusion Beijing is a special market where all advantages will be magnified and all disadvantages concentrated.

Since their birth, small and medium-sized brands have faced the biggest challenges. But that doesn't mean there's no hope. According to Wang Ming, his newly opened store has added dining space and increased sales from offline to offline. So far, consumer response has been good. He is also currently developing a new wave of products. No matter where you are, there is living space to build a solid foundation for your products and operations.