古茗推出2.5元柠檬水，低价策略背后的“降维竞争”

Core Viewpoint - The tea beverage market is experiencing significant changes as Gu Ming introduces a low-priced product matrix centered around a 2.5 yuan fresh lemon water, aiming to disrupt industry competition by offering "freshly made drinks + extreme cost performance" [1] Group 1: Product Strategy - Gu Ming's fresh lemon water is made from freshly squeezed juice of Xishuangbanna fragrant lemons, which simplifies the production process and enhances store efficiency, leading to daily sales of hundreds of cups, with peak sales exceeding 30% [2] - The introduction of a 1 yuan ice water (500ml with ice) targets consumers' price sensitivity for basic beverages, with Gu Ming's founder stating that the competition is not with other tea beverage brands but with bottled water [5] Group 2: Market Logic - Gu Ming's low-price strategy has dual objectives: attracting traffic, as 60% of customers purchasing the 2.5 yuan lemon water also buy higher-margin products, raising the average transaction value to over 20 yuan, and covering various consumption scenarios throughout the day [5] - The company has established a three-temperature zone cold chain logistics system, reducing logistics costs by 15% compared to the industry, and ensuring fresh milk can reach stores within 48 hours from the farm [5] Group 3: Challenges and Concerns - Despite the rapid customer acquisition through low-priced products, there are emerging pressures on franchisees, with a reported gross margin of less than 20% for the 2.5 yuan lemon water and potential losses on the 1 yuan ice water [6] - The profit per store for Gu Ming has decreased from 376,000 yuan to less than 300,000 yuan in the first three quarters of 2024, with some regions experiencing an 11.7% franchisee attrition rate [6] Group 4: Industry Impact - Gu Ming's strategy reflects an intensifying "M-shaped market" segmentation in the tea beverage industry, with high-end brands like Heytea maintaining a 20 yuan price point focused on quality and innovation [7] - In the lower-tier market, Mixue Ice City dominates with a 4 yuan lemon water, while Gu Ming aims to penetrate the 2.5 yuan segment and cover the 5-18 yuan price range [8] - Gu Ming has surpassed 9,900 stores, with 79% located in second-tier cities and below, potentially shifting the industry focus from "single blockbuster competition" to comprehensive scenario and category penetration [9] Group 5: Consumer Feedback - On social media, creative combinations like "2.5 yuan lemon water + 0.8 yuan coffee liquid = iced Americano" have gained popularity, with consumer feedback being polarized; some appreciate the quality at low prices, while others criticize the lack of freshness in concentrated liquid [9] - Gu Ming has indicated that the low-priced products are a limited-time summer offering aimed at testing the market while avoiding long-term price dilution of the brand [9]