新式茶饮的运营模式

Operation Mode of Novel-tea Beverage

新式茶饮是基于年轻人的饮品喜好,通过茶与食材的搭配,提升饮品的风味和嗜好性,进行产品开发与供应链食材的开发而形成的,主要以年轻人为消费群体的一个茶饮新品类。新茶饮门店运营是要保障把研发室开发的产品,在高频次的出杯中还原研发室开发的产品风味,最终呈现给消费者,并对产品上新、推广方式以及产品退市作出更实用的运营落地方案。文章分别以茶颜悦色和蜜雪冰城为代表介绍了新式茶饮直营品牌门店和加盟店的运营框架设计和主要销售渠道。

The novel-tea beverage is a new tea drink category which is mainly for young people as a consumer group.It is produced based on the young generations'special taste preference,and through delicious matching between tea and ingredients,product development and supply chain ingredients development.The physical store operation is to ensure the best drinking experience of customers by restoring the flavor of the products developed in the R&D room to the largest extent,while at the same time bring forward more useful and practical operational landing schemes for product innovation,sales promotion channels and product delisting.This article introduced the operational mode classification,operational framework design and main sales channels in detail.