Milk tea is actually a very broad term. Now milk tea in a broad sense includes but is not limited to milk tea, fairy grass, milk tea, yogurt drink, cheese drink, fruit tea, milk drink, fairy grass, poplar honey and so on.

Not a tea shop, but a tea shop.

Tea shops are also tea shops, and the competition is fierce.

There may be seven or eight tea shops in a 50-meter commercial street. From Taibei 3~ 10 yuan to Mixue Ice City 5~ 15 yuan, to Modern China Tea Shop, COCO 15~25 yuan, to Xicha and Naixue 20~40 yuan.

Because of the low threshold, different brands, pricing, products and price ranges are very tight. Even under the same positioning, price and product, there are many competitors.

This has led to the tea shop, which may be one of the most powerful industries in to C's physical business.

We generally say that how to get rid of problems is nothing more than innovative research and development.

For example, hi tea, at first, made milk tea and so on, and made explosions. Two years before going to Suge to make fruit tea, it became an explosion, as well as beautiful milk tea in the last two years, cheese tea which is particularly popular this year and so on.

Major brands invest a lot of manpower and material resources to develop new products every year, while our own brands may develop 50 or 60 new products in a quarter.

However, in the end, there are only a few models that can really go on the market, and the ones that can explode after listing are literally rare.

And this is not the worst, the industry threshold is particularly low, and the formula cannot be kept secret. If you develop a new product today, your competitors will be able to copy 99% similar products tomorrow. The day after tomorrow at the latest, the whole industry will have you.

So you will find that you can't just develop new products in this line, and research and development is not as fast as plagiarism.

According to the investment community, there is no moat. What should we do?

Stack, stack, stack.

Think about whether this is a bit like the PC market. When the core is the same, everyone can only pile materials.