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餐饮“白月光们”再开张,排队的人却没了?
3 6 Ke· 2025-07-14 02:41
Core Viewpoint - The return of "鹿角巷" (The Alley) marks a significant comeback in the tea beverage market, aiming to regain its former popularity amidst fierce competition and evolving consumer preferences [1][5][17]. Company Overview - 鹿角巷 originally opened its first store in Shanghai in 2017, quickly gaining fame with its signature black sugar pearl milk tea, which led to a surge in popularity and the emergence of the "dirty tea" trend [5]. - At its peak, 鹿角巷 had over 7000 imitations across the country, while only 114 authentic stores existed, leading to significant brand dilution [5]. - The company invested over 100 million yuan in anti-counterfeiting efforts from 2018 to early 2022 [5]. Recent Developments - In June 2023, 鹿角巷 announced the opening of 30 new stores across various cities, including Beijing and Shenzhen, as part of its strategy to rebuild brand influence [7]. - As of now, 鹿角巷 has established nearly 40 stores in 25 cities nationwide [9]. Product and Pricing Strategy - 鹿角巷 continues to focus on its black sugar pearl series while introducing new products like rainbow crushed ice and freshly brewed tea, emphasizing the use of fresh milk [9]. - The pricing strategy positions most products in the range of 15-20 yuan, with an average consumption of 16 yuan at the Beijing flagship store, maintaining a mid-range price point [11]. Store Format and Marketing - The new store format has shifted from larger spaces to smaller ones, approximately 20-30 square meters, aligning with current market trends [11]. - The brand employs a "one-day store manager" marketing strategy to attract customers, featuring guest appearances from celebrities [11]. Market Context - The return of 鹿角巷 coincides with a broader trend of nostalgic brands re-entering the market, such as 桃园眷村 and LADY M, which also aim to leverage their past popularity [12][14]. - The competitive landscape has evolved significantly, with new brands like 喜茶 and 奈雪 enhancing their product offerings and supply chains, while price wars are becoming prevalent in the industry [18].
鹿角巷重回北京市场 昔日网红茶饮如何破局重生
Bei Jing Shang Bao· 2025-07-03 14:20
Core Viewpoint - The company, 鹿角巷, is making a comeback in the Beijing market after facing challenges from counterfeit brands, with a focus on differentiating itself in a competitive tea beverage industry that has shifted from growth to "stock competition" [1][6]. Company Overview - 鹿角巷 has reopened its first store in Beijing at 朝阳大悦城, featuring a new yellow and white design, with an average price of 17 yuan per customer, positioning itself in the mid-range of the tea beverage market [2][4]. - The brand's product lineup continues to emphasize its signature brown sugar pearl tea while introducing new items like rainbow crushed ice and special flavored teas, highlighting the use of fresh milk [2][3]. Market Context - The tea beverage market is experiencing a slowdown in growth, transitioning to a phase where competition is more about existing market share rather than expansion, making it crucial for 鹿角巷 to identify its unique advantages [1][6][8]. - The company has faced significant challenges due to counterfeit brands, with reported legal costs reaching 1 billion yuan for brand protection efforts [4][6]. Expansion Strategy - 鹿角巷 is not only targeting the Beijing market but is also planning to expand into other cities, actively seeking exclusive partners for new store openings [5][6]. - The brand aims to optimize its business model and is considering a shift towards smaller store formats to adapt to the changing market dynamics [7][9]. Competitive Landscape - The tea beverage market is becoming increasingly competitive, with many local brands emerging and established brands solidifying their positions, making it essential for 鹿角巷 to establish a distinct brand identity and operational efficiency [7][9]. - Industry experts suggest that 鹿角巷 should focus on creating unique product offerings and optimizing its profitability model while being cautious about the pace of its expansion [9].