juewei foods, the "big brother of braised food", has started selling milk tea, 11.9 yuan for three cups
2024-09-22
한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina
according to the red star capital bureau on september 22, juewei foods (603517.sh), the "no. 1 in braised food," has started selling milk tea.
according to a staff member of a juewei duck neck store, they have been selling milk tea for more than a month. they learned that currently 4 or 5 stores in changsha have started the milk tea business.
red star capital inquired about the situation of juewei food’s milk tea business, the reasons, plans and goals for launching the business. as of press time, the other party has not responded.
"selling milk tea is to find the second curve." chain management expert li weihua told red star capital bureau on september 22 that juewei food's advantage in milk tea is that its tens of thousands of stores and consumers overlap with milk tea consumers, so it only needs to be put on the shelves for conversion. however, compared with other mature milk tea brands, they have disadvantages in supply chain, product categories, etc. senior retail analyst wang guoping told red star capital bureau that milk tea is not the focus of juewei food. at the same time, although juewei food has many stores, many of them are small in size, and it is not easy to add water bars, etc., and they cannot be transformed.
juewei food sells milk tea
shout out "milk tea with braised food doubles the happiness"
recently, some netizens posted pictures of juewei duck neck’s storefronts on social media. the pictures showed that banners were hung at the doors of some juewei duck neck restaurants with the words “11.9 yuan coupon for buying 3 cups of original leaf milk tea” on them.
a staff member of a juewei duck neck store in changsha told red star capital bureau on september 22 that the store is indeed selling milk tea, and they have been selling it for more than a month, and "the sales are ok." at the same time, she said that there is indeed an event of 11.9 yuan for three cups of milk tea, but you need to scan the code in the store to participate in the event. according to her, the milk tea products currently on the line are made of condensed milk and freshly brewed tea.
the staff member said that currently there are four or five stores in changsha that have started milk tea business, and he is not aware of other cities.
the red star capital bureau checked the official ordering applet of juewei duck neck and found that most stores have not yet put milk tea products on the shelves. in one store that has put it on the shelves, the "juewei milk tea" item was placed in the second column, with two products, red bean pudding milk tea and coconut milk tea, priced at 7 yuan. the applet data showed that the monthly sales of the two products in the store were 23 cups and 30 cups respectively, and the latter was higher than the sales data of the signature duck clavicle in the store's applet.
screenshot from juewei duck neck official app
it is worth noting that juewei duck neck also has a slogan on the product page of “lu lu cup”: milk tea with braised food, double the happiness.
red star capital interviewed juewei foods about the situation, reasons, plans and goals of its milk tea business. as of press time, the other party has not responded.
juewei foods' revenue declined in the first half of the year
expert: selling milk tea is to find the second growth curve
in the first half of this year, juewei food’s revenue was 3.34 billion yuan, a year-on-year decline of 9.73%. regarding the decline in revenue, juewei food said that it was mainly due to a decline in sales volume.
at the same time, juewei foods’ net store closures reached 981, which is more than the combined net store closures of zhou hei ya (01458.hk) and huang shang huang (002695.sz).
"selling milk tea is definitely to find a second growth curve." chain management expert li weihua told red star capital bureau on september 22 that juewei foods' advantage in milk tea is that its tens of thousands of stores and consumers overlap with milk tea consumers, so it only needs to put it on the shelves for conversion. however, compared with other mature milk tea brands, they have disadvantages in supply chain, product categories, etc.
regarding whether the milk tea business can eventually become a growth point for juewei foods, li weihua said: "if juewei can come up with some strategies or slogans to make milk tea and duck neck products a 'pair', or if milk tea products can especially relieve the greasiness of braised food products, then this growth point will be relatively large. otherwise, the milk tea business is just another product for juewei to sell."
wang guoping, a senior retail analyst, believes that the reason why juewei foods is doing milk tea business is to increase the linkage rate in the product portfolio, or some stores have milk tea sales atmosphere and can also do milk tea, but milk tea business is not the focus of juewei foods. at the same time, he said that although juewei foods has many stores, many stores are small in size, and it is not easy to add water bars, etc., and there is no way to renovate them. "juewei has no advantage in making milk tea, but it can sell it when selling marinated products." wang guoping said.
red star news reporter zhang luxi
editor: yang cheng
(download red star news and get a reward for reporting!)
