How to operate the tea space format under the "cooking tea around the stove" fire hotline?

At present, "cooking tea around the stove" is very popular. In autumn and winter, in a comfortable pastoral atmosphere, the social way of cooking tea and baking fruits and vegetables around the oven has been loved by many consumers. Behind this is the attraction of traditional tea culture and innovative social experience to consumers.

At the same time, the reporter of China Business News noticed that with the increasing demand of consumers for the third space, the market demand for offline tea space format with good environment and atmosphere is growing. Among them, many enterprises that operate offline tea space, such as Chashi, T9Tea, One Tea and One House, have also won the favor of capital.

Boiling tea around the stove is hot.

The reporter recently noticed that there are many pictures, texts and short videos about the experience of "cooking tea around the stove" on platforms such as Xiaohongshu and Tik Tok. The reporter noticed on various social platforms that when "cooking tea around the stove", consumers can socialize around the stove and bake some fruits, vegetables, rice cakes and other foods while cooking tea. At the same time, businesses can often provide an artistic environment for consumers to punch in and take pictures.

Li Weihua, an expert in chain operation, told the reporter, "Tea's cultural, health, leisure, social, national fashion and other attributes have kept tea in China for thousands of years without any decline. Cooking tea around the stove strengthens the atmosphere of drinking tea. At the same time, for example, the tea cooked by charcoal fire will taste better if it is good in stove and water. And while cooking tea, you will actually cook other things, such as rice cakes, oranges, chestnuts, red dates, sweet potatoes and so on. Eating and drinking is fun. Everyone gets together and cooks for a long time, which is in line with the fact that consumers either spend their leisure time or have enough time to socialize. Therefore, the taste, atmosphere, social and other attributes of' cooking tea around the stove' made it quickly popular. "

Wen Zhihong, a consulting partner of Hejun and an expert in chain industry, told the reporter: "The main reason why' cooking tea around the stove' is popular is that' cooking tea around the stove' can give customers a better sense of scene, experience and ceremony, especially suitable for spreading and sharing through short videos in the current era of mobile Internet. The deeper reason is that more and more people yearn for traditional culture and rural life. "

The reporter noticed that it is not cost-effective to experience a "cooking tea around the stove". In terms of price, an experience is often per capita 100~200 yuan, while the food provided by merchants is generally a cup of tea and some fruits and vegetables, and provides a suitable environment. In many places, there is a time limit for the consumer experience, and there will be an extra charge for exceeding the prescribed time.

Zhang Yi, CEO of Ai Media Consulting, told the reporter: "If you look at per capita 100 yuan, the profit of' cooking tea around the stove' is still considerable. At present, there are not many shops specializing in' cooking tea around the stove', mainly because some coffee shops, restaurants and even Chinese restaurants will open up a space to launch related services. "

Regarding the sustainability of "cooking tea around the stove", Li Weihua believes that "cooking tea around the stove" has always been the tradition of China people and the choice of elegant people. With the progress of society, the number of educated people has increased, and the popularity of national trends, national customs and domestic products has increased, and people are pursuing a more healthy lifestyle. There will be a lot of room for "cooking tea around the stove" in the future.

Lin Yue, an analyst in the catering industry, told reporters: "It is very expensive to cook tea around the stove. It takes effort to create utensils, tables and chairs, culture and other elements and decorations, and then it can impress young people to consume. The possibility of repurchase and repeated consumption of' cooking tea around the stove' is not high. At present, there are many other options besides tea, snacks and social activities. There are still some challenges in wanting to stay hot for a long time. "

The offline tea space is heating up.

Behind the fiery "cooking tea around the stove", the offline tea space is also growing. Many related enterprises have obtained capital investment. According to the information of Tianyancha, from 20 19 to 2022, Chashi received four rounds of financing, with a single round of financing amounting to tens of millions of yuan; 202 1, T9Tea received tens of millions of Pre-A rounds of financing; In 20021year, one tea and one house received millions of angel rounds of financing.

Xiong, the founder of "One Tea and One House", told the reporter that "One Tea and One House Owner's Tea Making Space" combines the coffee shop-style tea space with a customer price of tens of yuan and the pure tea space format with a customer price of 100 yuan ~200 yuan. At the same time, the tea space also has the retail business of tea products, and the tea and tea sets that consumers drink in the store can be purchased through retail. In addition, there is a ToB business, which has stable corporate customers and provides them with tea products. At present, One Tea One House has four stores in Shanghai.

The reporter learned that the current tea space on the market can be roughly divided into two types. The first one is similar to the coffee shop model, and the customer unit price is tens of yuan; The second is the pure tea space format. Brands in this category include Jubilee Teahouse, etc. Guest unit price 100 yuan ~200 yuan.

Regarding the tea space model similar to coffee shops, Xiong said: "This model is more difficult because the unit price of customers cannot be increased. Unlike Starbucks, Starbucks will have a lot of coffee takeaway income in the morning. However, many tea drinking spaces in this mode cannot generate such income. At the same time, in this mode, the seats in the tea room are limited. If you want to increase the area, the rent and labor costs will increase. In my experience, it will be more difficult to simply do this model. "

For the pure tea space format, Xiong believes: "The pure tea space format is currently a rigid demand. When consumers have business meetings, chat with friends, etc. And there are not many places to choose from, so pure tea space meets this demand. In recent years, there are more and more teahouses in Shanghai. Judging from the current situation, the pure tea space is a growing trend in both revenue and market space. On the whole, the performance is going up. "

At the same time, there are challenges in the management of pure tea space. Xiong believes: "Indeed, the renovation cost of this format will be relatively high, and the turnover rate will be limited, resulting in a slower overall return on investment. At the same time, the operation of tea art is also difficult. But if the cost is well controlled, the income is actually considerable, because the customer unit price is high enough. Take 10 private room as an example. If a private room can spend four or five hundred yuan at a time, then 10 private room is four or five thousand yuan. If you entertain twice a day, you can earn about 10 thousand. In this case, if the number of employees is small, the profit will be good. "

Regarding how to better manage the tea space, Xiong believes: "It is very important to optimize the personnel structure and increase the sales revenue of products through innovation. From the perspective of personnel structure, the teahouse is at its peak from 2 pm to 5 pm. At this time, the tea artist in the shop may not have time to serve all the customers well. In this case, how to serve customers efficiently through some innovations (like Starbucks and other chains) is worth exploring. In addition, you must be the' second leg' of the teahouse, such as selling tea products. Tea is a very good experiential sales product, and there is no particularly big brand in the tea industry. In this context, it is easier for businesses to establish good trust with customers. Once customers agree with the products of the merchants, it is very easy to promote the sales of tea products. "