Why does Mengniu cross-border tea have the courage to think that it will be the next happy tea?

In recent years, brand cross-border is very common, such as Zhou Heiya lipstick, Coca-Cola lip oil and Wangwang ice cream air cushion. So all walks of life have triggered a cross-border trend. With the rapid development of e-commerce, cross-border phenomenon has gradually spread from a few brands to all walks of life. When Mengniu is mentioned, many people immediately think of yogurt, fresh milk and grassland in Inner Mongolia. Now, Mengniu has opened a "Nanbeibei" drink shop. In terms of milk source and quality control, it is controlled according to dairy standards.

Wang Jingbo, head of the Innovation Brand Department of the Market Center of Wen Chang Division of Mengniu Group, told Wei Wei that many of Mengniu's existing products will also be combined with milk tea. The goal is to build a brand belonging to Mengniu. Compared with Rising Coffee's "Deer Tea" and Western Tea Coffee, Mengniu seems to be not much different. After all, milk tea also occupies the position of "milk". But from the production process, milk tea is still dominated by tea. Although the entry threshold of the beverage industry is relatively low, it has to be said that milk tea is very different from before. Traditional teahouses generally use milk powder to make drinks, which is out of date in production.

Now the new tea market represented by hi tea is very hot, and tea tends to be homogenized. With the improvement of the new tea market, the concept of consumers has been updated, and healthy, safe and pollution-free products have become consumers. Only by grasping the connection point of young people's beautiful lifestyle can total demand attract young consumers in new channels and forms.

Although Mengniu is the leader of traditional dairy industry, it will also face this problem at this time. But in tea making, especially in milk tea industry, Mengniu is actually a beginner. Mengniu also needs to learn from other mountainous areas how to make tea with milk.