When Youlemei gradually fades out of the publics vision, the fragrant sales volume is not as good as it used to be. In addition, there are Xicha, Naixues tea and a little online and offline fresh tea making market. Kairema chooses to enter the drinking track at this time. Does it have any chance?
1. A small goal of 100 million
If you say that, kerima has enough courage.
Kairuimas parent company is Shandong Tianjiao Biotechnology Co., Ltd., which is subordinate to Shandong Tianjiu group. In the past, Karimas role in the market was as an upstream supplier to the tea and beverage industry. Many online black tea brands on the market are on Karimas customer list.
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.
But kerima is not content with it. In recent years, it has been devoting itself to the upstream of the industry, and at the same time, it has focused on the end consumer market - establishing a retail brand and directly talking with consumers.
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.
Karima has developed milk tea, coffee, milk and other beverage products based on its advantages in raw materials. It also aims at the family life scene of post-90s women. It has developed products that can directly DIY, such as ice cream powder, lollipop, sundae powder and milk cover powder.
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.
2. Why kerima?
Tea is a well-known high profit industry. In the sunken market, there are more than 7000 stores in miyue ice city, making a net profit of 6.5 billion by tea every year.
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.
In 2009, the concept of zero trans fatty acid healthy diet came into being under the guidance of the Ministry of health and the recommendation and promotion of raw material enterprises such as kairema. After that, this idea began to appear frequently in media advertisements.
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.
It is reported that more than 40 experts are in charge of new product development in the team of more than 400 people. Its more than 1000 raw material models, once combined, can be split into more than 3000 end products of different tastes.
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.
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.
But its not enough. Kairima, with its product innovation, still needs brand power. Ding Fei, kairimas e-commerce director, said: kairima needs to be a brand as well as a hot money company.
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.
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!