On the night of June 12, after Luo Yonghaos live studio sold out, Karima said to the public, just make a friend. This years small goal is 100 million.
In the past two years, with the continuous development and growth, Karima has gradually taken the lead in the industry, and its scale has doubled year by year. Its annual sales volume has exceeded 600 million yuan. At present, kerima has more than 100 kinds of raw materials and more than 1000 models in total. If you change it into different combinations, you can have more than 3000 types.
As long as it is an enterprise that produces milk tea, coffee, ice cream and other products, when purchasing raw materials such as fat planting powder, milk powder and coffee powder, it is impossible to bypass kairema. A person in charge of the company said that in the end of fat planting industry, kerima is almost monopolistic, China first, the sixth in the world.
We have more and more raw materials, which can be combined to develop a series of products. We also see the potential of e-commerce, so we decided to do the terminal market. Li hailing, general manager of Tianjiao Biotechnology Co., Ltd. and behind the scenes operator of Karima, said.
At present, kerima has opened three flagship stores on tmall, with nearly 200000 fans. During this years tmall-618 period, kerimas growth momentum is strong, with more than 70000 powders added in the past week.
When asked about Karimas goal, Li Hailing said without hesitation, millet in the world of flushing and drinking.
2. Why kerima?
A person in the industry said that without considering cups and ingredients, the raw material cost of a cup of milk tea on the market is up to 80 yuan, and the price is up to 10 yuan. The huge profit space makes the competition in the tea market particularly fierce in recent years.
Fresh tea brands have sprung up. Tea like Xi tea and Naixue tea have sprung up. It has become a choice for more and more people to buy a cup of fresh tea from milk tea shops and coffee shops. But take the Youlemei and the fragrant floating as the representative flushes the drink gradually to decline.
In this regard, kerima believes that it is not that the beverage industry is no longer viable, but that in the context of consumption upgrading, products also need to constantly innovate to keep up with market changes.
Kerima has always been good at innovation.
Kairemas innovation is more reflected in the product strength. At the new product launch on June 15, the newly launched cold extract dazzle shake milk tea is quite leading in the industry, breaking the shackles of only hot water brewing in the past. Consumers can choose warm water or ice water, after brewing, they only need to shake to drink.
And without the middlemen layer by layer transfer, kerima, who has a direct grasp of the raw material production line, has an absolute cost advantage and can buy the best raw materials at the lowest price.
The rich coffee, the refreshing ice cream and the fragrance of milk tea are closely related to the selection of raw materials. We attach great importance to the purchase and import of raw materials, and conduct strict inspection and monitoring of the origin, such as the selection of New Zealand milk sources, as well as the selection of Arabica coffee beans and alpine black tea Li Hailing said.
3. We should not only be popular, but also be a brand
The transformation from traditional enterprises to e-commerce is not a small span. In 2015, kerima began to test the water e-commerce platform. After several explorations and adjustments, it has achieved little.
In kairema flagship store, there are many kinds of products with prices ranging from 6.8 yuan to 168 yuan. Assam milk tea, with the highest sales volume, has a monthly sales volume of more than 1 million yuan.
Karimas target consumers are mainly post-90s women. When these young people gradually enter the family life and start to be active in the kitchen and other platforms, their quality of tea and other products is improving, and they also start to pursue the joy of DIY.
A netizen named Haoshi mommy made an ice cream with kairemas products in the kitchen and exclaimed, its so simple that its hard to imagine. Its soft and delicate. Its easy to taste, and the milk smell is very strong. Later, she uploaded the process of making ice cream to the platform in the form of pictures.
The kitchen has 350 million users, 80% of them are female consumers, and the average use time is 28 minutes. In such a vertical platform, accurate communication is obviously more effective than advertising marketing. Kerima wont miss the live stream. During this years 618, kerima began to appear frequently in the live rooms such as Luo Yonghao, pan Xiaoting and Shang Xian Zeng Hongchang, reaching more consumers through live delivery. On the evening of June 15, kerima also joined hands with Taobao live to hold a new cloud conference. Li Hailing introduced the product concept of kairima, and 1.62 million people watched online and swiped the screen in the screen, kairima sells well! Kerimas on fire. Source: editor in charge of mass news: Chen Tiqiang_ NB6485
The kitchen has 350 million users, 80% of them are female consumers, and the average use time is 28 minutes. In such a vertical platform, accurate communication is obviously more effective than advertising marketing.
During this years 618, kerima began to appear frequently in the live rooms such as Luo Yonghao, pan Xiaoting and Shang Xian Zeng Hongchang, reaching more consumers through live delivery.
On the evening of June 15, kerima also joined hands with Taobao live to hold a new cloud conference. Li Hailing introduced the product concept of kairima, and 1.62 million people watched online and swiped the screen in the screen, kairima sells well!