Media 360 Beverage Daily

The current situation of the tea industry is surviving in the serious chaos of copycats.

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Today’s Focus

# 鹿 Horn Lane #

New tea shops are becoming popular one after another , Lujiaoxiang lost the prime business district

In recent years, capital players have quickly locked in new battlefields and entered the game one after another with new tea drinks, such as "Hi Tea", "Nayuki Tea", "楽楽茶", etc. Various new tea drink shops represented by the company have also become popular one after another, ushering in a new round of beverage revolution.

Although the exposure and economic benefits brought by hot-selling products to tea drinks cannot be underestimated, while the Internet celebrity tea drink market is revitalized, there are also many new tea drink brands sweeping the huge market with the help of a trend. The consumer group, however, failed to survive the shortest life span of Internet celebrities and was short-lived.

Take Lujiao Alley as an example. Before it became famous for Heytea and Nayuki, it once had a lively scene of waiting in line for five hours. It was known as the "Starbucks of the milk tea world", but in just one year, it The government was in disarray, and stores in prime business districts in major cities were closed. So, from the empty streets to the closing of stores, what exactly has happened in Lujiao Alley?

The copycat Lujiao Alley "grows wildly", and it is difficult to tell the real Lujiao Alley from the fake Lujiao Alley

Lujiao Alley once quickly became popular in the mainland market with its brown sugar pearl fresh milk. Its consumption experience and The brand tone is also very popular among young people.

The rapid popularity of Lujiaoxiang also made other businesses sense business opportunities. They took advantage of the fame of Internet celebrity milk tea and joined the copycat brand with a low threshold, making Lujiaoxiang the target of crazy copycats and counterfeits. According to incomplete statistics, there are currently less than 200 direct-operated stores in Lujiao Alley, but there are thousands of copycat stores. These copycat stores are not only open in the streets and alleys, but also settled in shopping malls, filled with convenience stores.

Identical trademarks, a mixed bag of stores, and uneven tastes have given consumers mixed reviews about Lujiaoxiang milk tea. Moreover, the proliferation of copycat stores has also caused many young people to lose their place in their circle of friends. The fun of checking in has affected the popularity of Antler Alley.

The Jedi fights back and embarks on the road to combat counterfeiting, but the road to rights protection is long and arduous

The case of Lujiaoxiang has made major beverage brands aware of the importance of "registered trademarks", which has very good warning and reference significance. For major beverages, although "Internet celebrity beverages" are good at using new media and firmly grasping young consumer groups, it is worth learning from. However, whether a brand can continue to operate in the long term still has to use its products to speak for itself and improve itself. competitiveness.

Therefore, among the many Internet celebrity milk tea brands, if Lujiaoxiang wants to "return to the top", in addition to cracking down on counterfeiting and safeguarding rights, it may also be able to update and maintain its own brand, and then continue to Improve your own competitiveness.

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Brand Social Communication Index

Index Overview

In terms of Baidu Index, Nongfu Spring , Coca-Cola index is high, Pepsi, Uni-President, Mengniu, and Jiaduobao index are low;

In terms of WeChat index, Coca-Cola index has surged and the popularity is high, Uni-President, Mengniu maintain high index, Yili, Red Bull, Pepsi The index fell, and other brand indices rose to varying degrees;

In terms of Weibo index, Coca-Cola and Uni-President performed well, Mengniu, Nongfu Spring, and Pepsi rose, while Jiaduobao performed poorly.

Brand Performance

"Horton's protest against Sun Yang losing Coca-Cola's six-digit endorsement" sparked heated discussions, driving the index of Coca-Cola's various platforms to rise;

" Mengniu The popularity of "jointly terminating the New Zealand share purchase agreement with Yashili" has not diminished, stimulating the rise of the indexes of various platforms.

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Brand Hot News New Product Release

Baicaowei once again hits the beverage market and launches sparkling water

In April this year, Baicaowei, one of the "Three Big Online Snacks", launched an "Oh Yeah" milk drink, officially entering the beverage market. Recently, Baicaowei once again entered the beverage market and launched a "Xiaoxiaozi" soda sparkling water drink. The specification of this product is 330ml, and it comes in two flavors: Kaman orange and elderflower. The creative naming of "Xiaoxiaoqi" directly interprets the concept of "eliminating qi", which is in line with the Buddha-like and positive attitude towards life of today's young people. (Sohu.com)

Yili’s pear and loquat flavored fermented milk has made its global debut

Recently, Yili has launched a new pear and loquat flavored fermented milk product in the world. The product is made from imported milk and high-quality live products. Bacteria, each 100g contains more than or equal to 100 million CFU of active lactobacilli, and selected Korla fragrant pears and Sichuan loquats, known as the "treasures of pears", are moist and healthy. The new product is aimed at leisure time between meals. It is reported that this product has also been selected as a product to support the Chinese short track speed skating team in preparing for competition. (Foodaily Daily Food Network)

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Brand Hot News Group News

Sinopec announced the launch of a gas station coffee brand "Easy Coffee"

On September 3, Sinopec announced the launch of the gas station coffee brand "Easy Coffee", with its first store opening in Suzhou. Yijie Coffee is a new self-owned coffee brand launched by Sinopec Yijie based on the new retail concept.

Yijie Coffee has launched three series of products with different positioning: 92# (black and white coffee), 95# (fashionable special drinks), and 98# (boutique series). In the fast-delivery gas station consumption scenario, Yijie Coffee builds a coffee gas station consumption scenario based on meeting the in-car consumption needs of car owners, providing more imagination space for the expansion of non-oil business formats of Sinopec gas stations. (The Paper)

Liquor brand “Xiao Niu Wine” received 10 million yuan in angel round financing from Meihua Venture Capital

On September 4, the liquor brand “Xiao Niu Liquor” announced It has completed tens of millions of angel rounds of financing, and the investor is Meihua Venture Capital. The entry point of Maverick Wine is to make popular liquor. Currently, it has launched 3 products according to different portions. Among them, a pound of Erguotou is priced at about 40 yuan. In the future, more small wines will be launched to enter more scenes. Mavericks Wine uses tobacco hotels as the preferred channel in the cold start stage. It has now entered more than 20,000 offline terminal stores, and this year’s goal is 100,000 terminals. (36 krypton)

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