"Sell one billion cups a year, cups can circle the earth three times" Xiang Piaopiao, once known as the pioneer of cup milk tea, in the past through intensive advertising to make it a household name, now the external environment has changed dramatically, the dividends of cup solid milk tea are decreasing, and new tea drinks and liquid milk tea are in full swing, so that Xiang Piaopiao has been impacted.
The silence of the fragrance is not to blame for the single product structure. Cup solid milk tea is easy to be imitated, the product is generally a hot drink, affected by seasonal fluctuations, sales in the summer are not ideal, and the sales in the first and fourth quarters of Xiangpiaopiao account for more than 7% of the year. It is undeniable that at the beginning of its establishment, the continuous high-intensity TV media advertising, so that Xiang Piaopiao in 2011 firmly sat in the top spot of cup milk tea, but in the following years, Xiang Piaopiao's advertising investment accounted for more than 20% of the operating costs, and the excessive reliance on high advertising also made Xiang Piaopiao in a predicament, the research and development of new products in general, only using high advertising to maintain brand influence, it seems inadequate.
In order to balance the impact of the off-season on performance, Xiang Piaopiao is no longer obsessed with the deep cultivation of a single product, and decides to enter the new market and set its sights on high-end ready-to-drink milk tea. But in the ready-to-drink milk tea industry, the market has long been laid out by Uni-President, Kirin, and Master Kong, and Xiang Piaopiao is a latecomer, so in order to open up the situation, he has to find another way. After the introduction of the automatic production line of liquid milk tea, Xiangpiaopiao launched two ready-to-drink milk teas in 2017, continuing the consistent cup design, but with completely different tastes, namely Lan Fang Yuan Stockings Milk Tea and Meco Milk Tea.
Lan Fang Yuan Stockings Milk Tea is Hong Kong-style milk tea, the amount of imported black tea used per cup is greater than or equal to 5 grams, and the tea is rich and milky, which is a good choice for working overtime and staying up late, but it is also easy to cause insomnia for some sensitive people. In 2020, the sugar-reduced version of stockings milk tea will be launched, the sweetness will be greatly reduced, the tea flavor will be more prominent, and it will also be accompanied by a little bitterness, and the overall taste will be much lighter.
In the summer of 2019, Lan Fang Yuan successively launched two new products, Hong Kong-style milk tea and Hong Kong-style mandarin duck, Hong Kong-style milk tea is blended with Indian Assam black tea and Australian raw milk, compared with the original Hong Kong-style stockings milk tea, the milk flavor is stronger and the tea taste is lighter. Hong Kong-style mandarin ducks are added to Arabica coffee, continuing the traditional process of stockings milk tea, integrating coffee, tea and milk flavor, which is more refreshing, suitable for staying up late to work overtime or waking up early to work.
If Lan Fang Yuan takes the strong tea flavor as the highlight, then the Meco milk tea is more milky, using Australian condensed milk with Indian Assam black tea, the milk flavor is sufficient, and the tea soup is ruddy, which is advertised as "milk tea", but the natural slightly astringent taste of tea is gone, and the sweet and greasy taste is more suitable for children's appetite.
The fragrant liquid series milk tea is suitable for refrigerated drinking in summer, with a better taste, and the original solid milk tea that is the main hot drink market to form a complementary, positioning is higher than the solid milk tea, the cup body is made of PP material, which is lighter than traditional bottled milk tea such as unified Assam milk tea, and the price per cup is about 11 yuan, which is a good choice for leisure and entertainment.
In addition to the previously launched ready-to-drink "MECO Milk Tea" and "Lan Fang Yuan" series of liquid milk teas, in August 2019, Xiangpiaopiao released a new series of pearl double milk tea series, although it is a brewed series of milk tea, but compared with the previous pearl milk tea, the research and development process has been improved, more ingredients have been added, and the core ingredient pearl will taste more Q elastic than the original pearl milk tea after brewing. The new pearl Shuangpin series is listed, enriching the product matrix of Xiangpiaopiao milk tea, forming three series of classic, good materials, pearl Shuangpin, and the new series of flavors include matcha Shuangpin, Taifei Shuangpin, brown sugar Shuangpin, etc. The new product has been fully launched in September 2019, and the price range has been increased compared with the previous brewing series of milk tea, with a single cup at about 6 yuan.
