In Shen Feng's eyes, the brand that is truly worth learning from among tea is bamboo leaf green. After complicated process, the tea can reach a moisture content of 3%. The tea produced in this way stands upright when it encounters water, floating up and down.

What is good bamboo leaf green?

Just soak the cup until it is straight up.

This is a very intuitive standard for choosing products. As a person who doesn’t understand tea, he perceives the product value of Zhuyeqing based on this.

A few simple words tell me why I want to buy it?

Don't talk about those useless ones!

There is no way, the beverage market is very huge, and it may be one of the few trillion-level markets in China. Not only does the market capacity be huge, there is no situation of oligopolisia, nor is it subject to particularly many policy controls like liquor and cigarettes.

Farmer, Two Les, Uni-Uniform, Master Kong, Wahaha, Six Walnuts, Wanglaoji, Red Bull...

Suanju is a brand with sales of over 10 billion yuan. In the huge market, you may be able to reach a scale of hundreds of millions.

This is why everyone goes on one after another.

Of course it looks very beautiful, but every industry has barriers, otherwise this industry would have been hit by a scattered situation.

For example, most industries can start with e-commerce. In this way, there is no pressure to open a physical store and it will not involve the development of offline channels.

But beverages are quite special. Because the price-quality ratio of this industry is too low, such as Rolex, the price-quality ratio is very high, so this mountainous country in Switzerland has to manufacture this type of product, which is not suitable for long-distance and separate transportation. Beverages are also one of the products that express delivery companies are most reluctant to pick up, so it is difficult to do it online.

The e-commerce prices of some beverage brands are higher than those of convenience stores because the express delivery costs are too high. However, the construction of offline channels is also difficult. Not only are you familiar with the problem, but also the high cost of entering the store.

For convenience store brands in South China, the cost of entering a single store with a barcode is 50 yuan per month. Meiyijia, the largest convenience store brand in Guangdong, has 20,000 stores.

Even if you only store Meiyijia convenience store channels, you will have about 1 million yuan in store entrance fee every month. This is the fee you need regardless of whether you can sell or not, or just a barcode.

Although the display locations of e-commerce are unlimited, the display locations of convenience stores are particularly limited. Each 711 only has three vertical refrigerators. If one drink is in, it means that the other drink will be out.

Even if you spend money on the shelves, if you can't sell it, it won't last long. And sometimes you may not be able to put it on the shelves even if you give it money. This is the distributor barrier in Michael Porter's "Competitive Strategy" talks about.

Many entrepreneurs slapped their heads and claimed to have found an absolutely awesome beverage recipe?

This idea is very dangerous!

If you only have one flavor formula, you will come up with a drink. The probability of success is too low. Even if you are like the Yuanqi Forest, there are many flavors and recipes in the early stage. The popularity of beverage flavors requires both R&D strength and luck.

Look at the Assam milk tea launched by Uni-Uniform in 2009, it is considered a huge single item that Uni-Uniform has been unified in the past decade. However, the only beverage single items that Uni-Uniform can produce after 2009 are Rock Sugar Xueli and Xiaoming.

Isn’t unified taste development strong?

This means that the giants cannot guarantee continuous super-single products.

Why are you a rookie?

Therefore, the battlefield of beverages is still offline, and offline shelf sales are very different from online traffic conversion, with completely different sales logic.

It is very simple to pack. Online packaging display can be shot at various angles, and can also be equipped with various backgrounds and models. But offline shelves can only passively show one side to customers, and there is not much space...

In the early days, you are unlikely to find a large manufacturer to help you make drinks in small batches, but it is difficult to make production lines and quality control of small OEM factories, and there are many pitfalls inside...

Early sales offline channels are more important than advertising promotion, because even if you do advertising promotion or content similar to Xiaohongshu planting, customers can't buy it...

If you want to build a first-tier city first, you have to spend money to do it thoroughly, which means that convenience stores, supermarkets, universities, and restaurants are all made...

The radius of beverage transportation is not large, usually about 200 kilometers. Quality assurance must be considered for room temperature beverages, especially if there are carbohydrates and they are not added to preservatives, it is actually difficult, depending on the filling process and production environment...

Therefore, most room temperature drinks use flavor instead of adding real juice. It’s not that the brand doesn’t want to do this, but because anti-corrosion is a big problem…

Packaging design not only takes into account the easy identification and unique bottle shape in marketing, but also the actual transportation and storage issues. For example, there are restrictions on the height of general shelves, and convenience stores also have restrictions on the width of packaging...

If it is an air-containing beverage, you need to consider the pressure issue. Many packaging shapes are not suitable for making air-containing beverages...

Some brands even designed a unique slim and tall packaging, but when they went to a convenience store, they found that they couldn't put it down?

An industry that seems very simple actually has many big pits that you don’t know. No matter who it is, as long as it is a new entrant, it is better to maintain some awe!

"In recent days, Norwegian high-end water brand Voss and Naixue's tea have started a joint deal, and the limited-edition cold brew tea is sold for 23 yuan per bottle."

Li Nanjun joked: "Even good friends can't help but launch the first aquatic product in history, emphasizing the use of deep water sources of Jeju Island's volcanic lava and positioning it at the high end."

"Nestlé has introduced its high-end water brand Puna to China and sold its affordable Youhuo packaging water business."

Shen Feng curled his lips, can you live forever in your 20 or 30 bottle of water?

"You don't know, the so-called "drinking water contempt chain" in the circle of precious ladies does exist. Those who drink bubbles look down on those who don't have bubbles... Those who drink mineral water look down on those who drink pure water... Those who drink pure water look down on those who drink boiled water..."

Li Nanjun complained: "There are of course differences between water quality. Boiled water only uses high temperature to kill most of the bacteria in the water, which can generally ensure that you will not have diarrhea after drinking it. Pure water removes all bacteria and impurities in the water through distillation, reverse osmosis and other methods. Is it pure h?o."

"Other people's mineral water comes from a natural uncontaminated water source. Because it is rich in minerals, it can not only replenish beneficial trace elements to the body, but also has a slightly sweet or clear taste experience compared to bland and odorless pure water."

"As for bubble water, it contains bubbles on the basis of natural mineral water, which has a crisp and stimulating taste. It is said to be natural, with limited origin and even rarer."

"Elitees in the workplace drink Saint-Pellow; Paris Water is the representative of trendy intellectuals; Voss is the Internet celebrity in S.S., the standard for urban beauty..."

"As for Fiji, it is most popular among celebrities and politicians. I heard that Sicong uses it for cooking!"

Chen Feng laughed, there are so many dramas in a bottle of water?
Chapter completed!