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扫码加钉群 十万创业者 与你为伴

时代抛弃香飘飘

香飘飘食品股份有限公司(以下简称“香飘飘”)发布2022年半年度业绩预亏公告

众所周知,香飘飘的拳头产品是冲泡类奶茶,这是公司最主要的收入和利润来源,业绩亏损也与该类产品销量下滑有直接关系。同时,香飘飘主要竞品如立顿、优乐美、相约等品牌,不仅同样呈现出“卖不动”的窘况,甚至还淡出了大众的视野。

但反观冲泡饮品赛道却似乎依旧很热闹,尤其是咖啡和茶饮这两个细分品类。据驼鹿新消费不完全统计,近两年冲泡类咖啡茶饮领域发生了36起融资事件,其中三顿半、隅田川、永璞等冲饮咖啡品牌均获得多轮融资。

同为冲泡赛道的选手,速溶咖啡和冲泡茶饮能被资本偏爱,为何固体奶茶就不香了呢?

落后于时代

近日,驼鹿新消费随机走访北京一居民区附近的便利店时发现,时值冲泡类产品的销售淡季,冲泡奶茶的备货水平和销售量都大幅下降。

便利蜂一进门的位置,有一个专门摆放冲泡奶茶的货架,明显是在处理存货,上边有香飘飘经典奶茶、鹿角巷固体奶茶、阿萨姆手摇奶茶、果遇茶爆摇奶茶4种产品在售,生产日期主要是在今年的3、4月份。

在51便利店最里层货架的右上角,也有一些杯装奶茶正在销售中,但只有香飘飘一种品牌,生产日期大都是今年3月份。营业员告诉驼鹿新消费:“这些都是之前进的货,现在由于天气热,这种热水冲泡的饮料卖得慢,冬天卖得还多些。”

而在旁边的京东便利店里,整个门店都没有发现杯装奶茶,只有一些袋装的优乐美还挂在货架边上。营业员表示:“可能是夏天厂家产量少的原因,我之前问了供货商几次都说没有货。”

随后驼鹿新消费又去了一家华联生活超市,在二楼休闲食品区看到了杯装的香飘飘和袋装的优乐美,与便利店相比,超市的产品数量和口味选择明显更加丰富。但从生产日期来看,最早是2021年10月份,其次是2022年1月份,最新的也在2022年4月份。

此外,在另一边的即饮饮料货架上,还摆放着兰芳园液体奶茶和MECO果汁茶,而在以上几家便利店里,几乎都没有看到这两个产品的身影。兰芳园和MECO是香飘飘旗下的两个子品牌,其中兰芳园定位为更高端的奶茶产品,MECO则是积极开拓非奶茶类饮品市场的代表,但目前这两个品牌构成的即饮业务板块尚未发育成熟,公司产品单一的状况短期内难以得到改善。

尽管国内冲泡奶茶市场格局已经基本稳定,香飘飘和优乐美两大品牌占据了绝大部分的市场份额,但杯装饮品的产品特性使其在饮料领域面临众多竞争巨头,如统一、康师傅等老牌企业。在每家便利店和商超中,货架和冰柜里都陈列着无数种瓶装饮料,喜茶等年轻化品牌也下场布局想要分一杯羹,在冲泡赛道失利的香飘飘们想要闯进即饮领域并不容易。

与此同时,作为主打速冲的奶茶品类,在产品口味和消费者体验上与新茶饮相比几乎也没有优势。一位在北京的媒体工作者张然告诉驼鹿新消费:“香飘飘这种冲饮奶茶的确很便宜,但却不能根据我的口味调整甜度和添加小料,而且相对于自己动手冲,点一个外卖更方便,毕竟一杯基础款珍珠奶茶也并不贵。”

在奶茶粉冲泡的奶茶1.0时代,香飘飘和优乐美就是彼时的新消费,人手一杯代表的是时尚;但当到了鲜果+真茶3.0的时代,冲泡奶茶显然没有跟上消费升级的步伐,逐渐失去了城市年轻人消费者的喜爱。

前后受敌

作为杯装奶茶行业市场占有率第一的经营企业,感受到危机的香飘飘也在积极进行产品升级,如在冲泡产品方面除经典系列之外,还推出好料系列和啵啵牛乳茶;并尝试拓宽培育新的业务增长曲线,如推出果汁茶、液态奶茶等即饮产品;甚至为了强化品牌的年轻化认知邀请当红明星作为代言人。

实际上,杯装奶茶“卖不动”的主要原因在于年轻人消费习惯和消费理念的改变,而香飘飘在产品的创新本质上并没有突破品牌发展的桎梏,营销只能带来一时的流量,但想要挽回消费者,最关键的还是产品。

在2021年的年度财务报告中,香飘飘曾表示冲泡类产品将进行渠道下沉和区域深耕,而即饮产品则坚持聚焦城市和原点渠道。这也意味着在没有培育出可以撬动城市市场的爆品之前,县域市场将承担起销售额的重担。

的确,在一些并不发达的乡镇中,香飘飘还是有很大市场的。一名在河北省鱼儿山镇开超市的女士南南告诉驼鹿新消费:“杯装奶茶热的时候确实不好卖,但我们这里热的时候就那么几天,冬天时一个月可以卖出三、四箱,大超市比我这里卖得还多。”

同镇的微微也表示:“我特别喜欢喝奶茶,但是镇上并没有正儿八经的奶茶店,并且只有一家,我去店里买也是奶茶粉沏好的,还不如买杯装的回来自己冲。”

这样的乡镇基本上都存在年轻人少、消费意愿低等共性问题,即使这样,留给冲泡奶茶的时间也不多了。7月13日,蜜雪冰城在公众号发布了开放全国乡镇加盟的公告,一旦大批加盟商进入乡镇拓店,无疑将进一步挤压冲泡奶茶的市场。

在县城常住的秀秀就深有体会,她说:“我也是一个奶茶爱好者,基本每周都会喝一两次,两年前我家里基本都会囤着各种口味的香飘飘或者优乐美的奶茶。但是就这两年里,只有这么大的小县城开出了十几家奶茶店,较早开出的有阿牛与仙草,还有一些不知名的奶茶,后来很快又有了益禾堂、书亦烧仙草、蜜雪冰城、茶芋畈逅、鲜果时光、本宫的茶等多个奶茶店,我也很久没有买过杯装奶茶了。”

种种迹象表明,摆在冲泡奶茶面前的现实是:要么加快创新,要么加速衰落。但目前来看,作为“奶茶第一股”的香飘飘也尚未摸索出行之有效的转型方法,一二线市场还未打出声量,下沉市场能否守住也未可知。