外卖补贴大战埋下隐忧？新茶饮留客出新招

Core Insights - The takeaway from the article is that while the recent food delivery subsidy war has led to short-term sales growth for new tea beverage brands, it has also created long-term concerns regarding pricing dependency and profitability for franchisees [1][5][6]. Group 1: Impact of Delivery Subsidies - Brands actively participating in the subsidy war have seen significant short-term sales increases, with companies like Mixue Group reporting a revenue of 14.875 billion yuan, a year-on-year growth of 39.3% [2]. - The average single-store sales revenue for Mixue Group reached 278,000 yuan, up 13.2% year-on-year, benefiting from the increased order volume due to the subsidy war [2]. - Other companies like Nayuki Tea reported that third-party delivery platforms contributed approximately 44.2% to their direct store revenue, with a year-on-year increase in delivery revenue of 7.5% [2]. Group 2: Concerns and Challenges - The subsidy war has led to a "price dependency" among consumers, which could disrupt the pricing structure of brands in the long run [1][5][6]. - Franchisees are facing a dilemma where they must share the costs of subsidies, leading to a situation where revenue increases do not translate into profit, thus affecting long-term stability [1][6]. - Companies like Bawang Chaji, which chose not to participate in the subsidy war, reported a significant decline in single-store performance, with a 25% year-on-year drop in average monthly GMV [3][7]. Group 3: Strategic Responses - As subsidies are expected to decrease, leading brands are focusing on product differentiation and optimizing store operations to retain consumers [1][8]. - Companies are increasing their investment in product innovation and digital tools to enhance operational efficiency and reduce costs [8][9]. - Bawang Chaji plans to introduce a new menu and automation equipment to improve operational efficiency and reduce labor costs by the end of the year [9].