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Long before their milk tea drinks were born, the bottled beverage market in China was filled with carbonated drinks, emerging juice drinks, and ice black tea, which were only born last year and were popular on the market.

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

In recent years, with the increasing number of sayings in the international market that drinking too much carbonated beverage will bring hidden dangers to consumers' health, many domestic consumers have also begun to think about finding other beverages to replace carbonated beverages.

It was during this period that the ice black tea and ice green tea series beverages led by Baodao Enterprise and introduced to China began to become popular in the market.

In addition, the domestic high-end juice drinks were very timely involved, which led to the original dominant carbonated beverages, which began to face a three-legged situation.

In the mid- and low-end beverage market, there has always been a situation where the two strongholds compete, while juice drinks have been taking the high-end route because of the high cost.

In the mid-range market, which is the range of four yuan to five yuan, it has always been a market gap, especially dairy beverages. This kind of beverage, which has long been very popular abroad, has always been a blank situation in China.

When Jinghua Tea Beverage Company launched Jinghua Milk Tea in a timely manner, this market was quickly made up.

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

But if you change to ten years later, when domestic prices are high, you are looking at the cost of various raw materials soaring, especially milk powder, which is one of the raw materials of milk tea. Because of the domestic milk powder crisis and foreign milk powder is still high in the domestic price, the cost must become the top priority to be considered.

So as early as the time when the milk tea product was born, Li Yifan fully considered this when pricing, so early in the morning. He always opposed the opposition and insisted on setting the price of bottled milk tea at about five yuan.

Now it seems that this price is indeed higher than other beverages, but ten years later, you will look at it. Five dollars is not counted for many people.

And the most important thing is that if your pricing is relatively low now, if the cost rises in the future and you are thinking about raising the price, it will be difficult.

This is the case in China. A product that is, if you enter the market earlier. If you have a low early positioning and are the kind of ordinary products facing the general public, if you want to increase prices due to cost reasons in the future, then what is waiting for you will definitely be a market crisis.

Think about it ten years later, in order to maintain their high profits, Coca-Cola had to find suitable ways to increase prices in disguise when it could not increase prices too outrageously.

For example, changing the large bottle to a small bottle, or quietly increasing it by hundreds of milliliters, but ordering a few pieces for the price. This kind of small method is indeed the result of consumers' criticism and no payment.

As well as other representative products, after the price increase, they are the consequences of the consumption crisis, so it is better to order the price higher early.

Therefore, although this product has made up for a gap in the domestic beverage market, its sales situation is far less popular than bagged tea, but even so, it has not lost money.

"Boss, look at the milk tea, our sales situation. This Jinghua milk tea entered the domestic market at the same time as the two bagged teas from Jinghua. However, from January to March, its performance was far less prominent than bagged teas. It has been growing steadily in March. However, it was not until March that the monthly sales exceeded 10 million, and it also reached the lowest balance line of profit. But after entering April, with the investment in our Jinghua milk tea advertisements, these models have been added.

The sales of bottled milk tea drinks have quickly ushered in a small peak, reaching about 30 million per month. Since then, they have been hovering in this area. In terms of upward growth, it seems to be a bit difficult. And unlike bagged tea, these bottled tea drinks have grown the fastest in the Yangtze River Delta and the Pearl River Delta region, but the growth in the northern market is not that fast. According to my estimate, this is also closely related to the consumption habits of consumers in the northern region..."

Leonard and Smith took turns to summarize the sales of bottled milk tea, and then gave a report to Li Yifan.

To be honest, when I started this tea beverage company, it was actually the idea of ​​making bottled milk tea. In the memory of Li Yifan in later generations, many domestic brands have launched this bottled milk tea beverage, and their sales performance is still very good.

In the south, consumers have long been accustomed to this milk tea beverage, especially the Pearl River Delta region, which is deeply influenced by Hong Kong and Taiwan. Due to their dietary habits, the consumption of this tea beverage has also come from behind.

Later, this milk tea drink has gradually become popular in the northern regions because of consumer consumption habits and changes in taste.

This kind of beverage has a very big advantage, that is, it can be used for cold drinks and is also convenient for hot drinks. It is a very suitable beverage in winter and summer.

Now that the bottled milk tea drink they just launched is able to do so, he is already very satisfied. It is of course the best if he can go further.

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

"Boss, I think the Chinese market still has great potential to tap. Milk tea is still a new thing for the majority of Chinese consumers, especially consumers in the north. If we want to dig deeper into the potential of this market, I think our most effective way is to increase publicity efforts and let people accept this new thing as soon as possible. The remaining season is coming soon, and bottled beverages will quickly usher in a peak sales period. During this period, I think we should increase advertising efforts."

Leonard 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 commercials, and then increase the number of summer advertising."

Looking at the image of the pure jade girl Gao Fangfang on the outer packaging of the bottled milk tea, Li Yifan's heart moved. The advertising endorsement invited by their Jinghua Milk Tea happened to be this Miss Gao Fangfang, who is now popular in the advertising industry.

"Haha, we will make an appointment with Miss Gao Fangfang tomorrow. If you have time, you can go with us and have any ideas in person with them."

Leonard was also very happy to see Li Yifan agreeing with his thoughts, which made him feel very satisfied with being recognized.

"Well, look at the time. If you have time, I'll go back."

Li Yifan did not rush to agree. Tomorrow, hehe, I guess Brother Hao Jun had already completed the signing of the new contract with Gao Fangfang's agent at that time. By then, Gao Fangfang could already be considered half of his own person...

At that time, I don’t know if there are any discounts to talk about. Even if there is no discount, the money will actually change from left hand to right hand.

"By the way, the summer vacation is coming soon, and it is the peak season for bottled beverages. You can also do more marketing methods. For example, when I saw that the iced black tea was being promoted last year, I used the method of winning the prize and winning one bottle. I think you can also try this."

Li Yifan was deeply impressed by the reason why ice black tea, a beverage that has entered the Chinese market so quickly, was able to occupy the Chinese market so quickly. What he remembered most clearly was the method of buying one bottle and winning one bottle. The high winning rate made many consumers flock to this product.

The market price of a bottle of iced black tea beverage is three yuan, but the cost of this kind of beverage is only three cents. Even if they buy one bottle and get one, they still have some money.

Although the cost of the milk tea bottled beverages they launched is higher than that of iced black tea, the cost after mass production is only six cents, but the price is ordered for five yuan. If they promote the promotion of buying one bottle and winning one bottle, they will never lose.

And such methods will definitely win the hearts of more consumers.

Leonard and Smith did not object to his promotion plan. Anyway, their pricing is high and the cost is not too excessive. Such promotion plan is quite beneficial.

"In addition, Smith, can you find out a canned can for our bottled milk tea drinks. After all, after summer, the north will enter autumn and winter. In such a season, many people like to drink hot drinks. If our milk tea is filled into cans, it will be easier to heat it, so in winter, our tea drinks can also have an extra promotional gimmick and win the hearts of more consumers."
Chapter completed!