全场5.9元，比蜜雪还便宜，这个品牌要做“东南下沉王”

Core Insights - A new tea beverage brand, "Happy Sweet Potato," has launched a promotional campaign offering all products at 5.9 yuan, significantly undercutting competitors and achieving remarkable sales growth in participating stores [2][5][12] Group 1: Promotional Strategy - The campaign involved a three-month trial in approximately 200 stores in Fujian and Guangdong, resulting in over 90% of stores experiencing sales growth, with some stores seeing a staggering 1136.75% increase in revenue [2][5][12] - The CEO of Happy Sweet Potato, Liao Mingtong, stated that the decision to implement the 5.9 yuan pricing was driven by the need to increase sales volume rather than profit margins [2][8] Group 2: Pricing and Cost Management - Happy Sweet Potato plans to enforce an 18% price reduction across all 2000 stores starting December 25, 2024, bringing the average price per cup down to 6-8 yuan, comparable to competitors like "Mixue" [8][10] - To support this pricing strategy, the company has reduced material costs by 16%, ensuring that store-level gross margins remain around 50% despite the lower prices [10][12] Group 3: Operational Efficiency - The company is also simplifying its production processes and investing in automated equipment to enhance operational efficiency, which is crucial for maintaining profitability while lowering prices [15][17] - Happy Sweet Potato has established a comprehensive supply chain, producing 70% of its materials in-house, which allows for better control over costs and quality [22][24] Group 4: Future Outlook - The company is focused on maintaining its market presence and plans to invest 3.3 billion yuan in a new food technology industrial park, expected to reduce costs further and improve overall profitability [25] - The strategy reflects a shift towards a dual-category model of "tea beverages + snacks," aiming to capture a larger market share in the competitive tea beverage sector [30]