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According to media reports, HEYTEA announced that it will no longer launch drinks of 29 yuan and above this year, and that all drinks will never increase in price this year
If you only look at the unit price, the price of a cup of HEYTEA is more than 30 yuan, which has exceeded the lunch of many white-collar workers
The first is that it has a strong sense of design from drinks to storefronts, and it is not out of the ordinary, and can win the favor of the young consumer market in terms of appearance and taste; the second is that there are a large number of stores in major cities, forming a ubiquitous brand linkage effect.
Although the above advantages can be summarized, as a new type of tea, long-term coping strategies should also be considered in the context of the ongoing epidemic
More importantly, some internal employees of the company often report problems such as abnormal corporate culture, inefficient management, cronyism, gangs, unfair rewards and punishments, poor quality control, and chaotic processes.
Nowadays, the price reduction of new tea drinks is probably because the profit return can still be supported, so the downward pressure can be used to squeeze the middle and low-level consumer market with the brand advantage
As for whether the price reduction of tea will lead to the expansion of market share, it remains to be seen
