Unexpected，“Bingdundun”Become a top player during the Spring Festival。A Bingdundun blind box，Being fired to a high price of 2,000 yuan on Xianyu。

Different from the Bingdundun blind box phenomenon，The sinking market does not have high consumption power for the blind box economy，Many cities don’t even have dedicated blind box stores。There is a serious consumption deviation between the sinking market and first- and second-tier cities。

First-tier cities，New tea and coffee track，Nayuki’s tea、Hitea、Luckin and other major brands are fighting；Blind box track，Bubble Mart, the first blind box stock, has lost nearly 100 billion Hong Kong dollars in market value，But the blind box economy is still very popular among young people，“Everything can be blind boxed”The momentum continues to grow；Tavern Track，Young people drink Helen’s, the first listed pub brand in China，Low-alcohol wine brands continue to raise funds；Script killing track，The market size has exceeded 10 billion。

But in the sinking market，Tea without Nayuki、Hitea，No Bubble Mart，There is no tavern such as Helens，Script killing business is declining。

During Spring Festival，Tech Planet is sinking into the third and fourth tier markets，Visited the four major new consumption formats that are popular in first-tier cities: new tea and coffee、Blind box、Tavern、Script Kill，I found that many brands have launched strategies to accelerate their entry into the sinking market，But the way to sink，There is still a long way to go。

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The new tea brand war has spread from the first tier to the fourth and fifth tier cities，Located in Handan、Anyang、Liaocheng、A fourth- and fifth-tier county in the center of the intersection of four medium-sized cities in Puyang，Has a total population of more than 1 million，The milk tea track is very deeply involved。

Around the most prosperous large shopping mall in the center of the county，Within 1000 meters radius，Scattered Mixue Ice City、sweet lala、Yihetang、Aunt Shanghai、Books also burn fairy grass、Tea advocate、Breeze Nanshan、More than a dozen brands of milk tea shops including Cha Yu Fan Tuo。The prices of milk tea in different brands of milk tea shops are basically the same，A cup is mostly around 6-10 yuan。The maximum unit price of Mixue Bingcheng is 10 yuan，Aunt Shanghai、High-end brands such as Shuyishao Xiancao are priced higher，The highest unit price is 20 yuan respectively、19 yuan。

Mixue Bingcheng, which started as a sinking market, has an absolute advantage in the county seat，Maximum number of stores，About 6-7，Other brands of milk tea stores mostly have one or two stores。In addition to overwhelming the number of stores，Mixue Ice City Day Order、Passenger traffic also ranks first，It can 188bet Online Sports Betting and Casino be called the "sinking market";King of Milk Tea”。

A Meituan delivery person told Tech Planet，Mixue Bingcheng’s takeout orders are also the highest among many brands，Peak summer period，A Mixue Bingcheng store probably takes about 300 takeaway orders，Relatively few orders in winter，Around 80 orders。Yihetang’s takeout orders are similar to those of Shanghai Aunty，About 50 orders。

The sinking market also recognizes the brand。In the above county，Mixue Bingcheng is not the cheapest milk tea brand，Some lesser-known milk tea brands are priced lower，A cup of milk tea only costs 5 yuan，But their business is not as popular as Mixue Ice City。

A Shanghai Auntie franchisee told Tech Planet，Nowadays, consumers are more aware of brands，Milk tea shops that are not well-known brands generally cannot be opened。“How many stores are there，It’s the sixth day of the Lunar New Year and it’s not open yet，Losing a lot of money”。

The payback period for higher-end brands is 2 years，A county can generally only accommodate one franchise store of the same brand。Shanghai Auntie franchisee told Tech Planet，Another store previously joined Shanghai Aunty，But the franchise store closed down soon，Because the consumer population of high-end brand milk tea is very limited，Shanghai Auntie’s milk tea price in fourth- and fifth-tier cities，The price is the same as that in first-tier cities。

Her Auntie store in Shanghai has been open for three years，Start-up capital includes franchise fee、A total investment of 400,000 yuan including decoration costs，2 years to pay back。Peak season，The store’s daily income is about 2,000 yuan。Because the store is located in a snack street with relatively high passenger flow in the county，So the rent is also more expensive，50,000 yuan a year。“The competition is too fierce，Around October last year，Another high-end brand Shuyishao Xiancao opened on the street，The milk tea market is saturated。”

According to what the shop owner said，A year’s rent of 50,000，The total salary of two employees is about 6,000 yuan，Count it down，A Shanghai Auntie franchise store in a fourth- and fifth-tier city，A monthly profit of about 20,000 yuan。

Most of the milk tea stores in the sinking market are very small，No dine-in space。Shu Yishao Xiancao store has a large space，There are about 30 seats in the store，But it also means that the cost of opening a store is higher。Also，Milk tea brands of different grades，Consumer groups are also different，Mixue Bingcheng consumers are mainly primary and secondary school students，The consumer group of Shuyishao Xiancao is mainly office workers。

Mixue Ice City has more competitors，In the county seat，There are many copycat brands，The name is also quite similar to Mixue Bingcheng，“Honey City&Love”“Shangpin Bingcheng”，Forming a pincer attack on Mixue Ice City，Quiet Tea、Tea advocates and other brands have lower prices，Sweet Lala and other brands are located next door。

Competition on the coffee circuit is relatively relaxed，The county seat is only owned by Mixue Bingcheng“Lucky Coffee”A chain brand store，Other coffee shops are unknown local brands，Scattered and not well known。The coffee market 188bet sports betting app download still needs to be cultivated，“Lucky Coffee”’s passenger flow is not high，Within half an hour，Only 6 customers entered the store。

In another sinking market，As a provincial capital city in the northwest region，There are also many milk tea brands，Competition in new consumption of tea drinks is gradually becoming stalemate。Here，No HiTea、Nayuki，Can’t even find Starbucks，High-end tea and coffee brands are nowhere to be found here，But this has not affected young people’s enthusiasm for consumption。

Unknown“R in first-tier cities&B”, is the hottest new star here, R&B tea shop is a standard feature in almost every shopping mall，There is no HEYTEA main tea，There are no natural fruits that Nayuki recommends，Concentrated juice、Syrup、The pigment is displayed conspicuously on the operating table，The main drinks are mostly yogurt drinks，And the big cup。

Even a chain store，Quality varies，In the store’s comments，There are many consumer complaints，Some even add some kind of toppings，Changed to another store but not available。But this does not affect，At 3pm in a certain store, the queue has reached beyond number 400，25 yuan for a large cup，Small cup price 15-18 yuan，The daily turnover of a store can easily exceed 10,000。

And in this city，Major chain milk tea brands focusing on the sinking market have gradually taken over the market，A natural idiot endorsed by Guan Xiaotong、Cha Momoda is widely deployed in sinking markets、Yuan Zhenzhen, who is popular in the southwest region、Wuyin Liangpin, which relies on the franchise model to gain popularity，Still expanding。

A tavern in the county town, a social place for middle-aged people

Tavern，One of the most popular social scenes among young people，The number of pubs reflects the youth of a city to some extent、Nighttime economic level。

However，The bistro business is ultimately a battlefield in first-tier and new first-tier cities，There is no Beijing Houhai Bar Street in the sinking market，There is no Chengdu tavern brand Erma，There are no young people drinking Helens, the first domestic pub brand listed on the market。

With the tavern、Search for bar on Dianping.com，Only two stores were found in a fifth-tier city，And they are not in the bustling commercial center。The only store on the 5th floor of a large shopping mall that specializes in “The good wine is missing”’s theme restaurant，Integrated bar, restaurant and cafe，A closure notice was posted at the end of April last year。

The county tavern business is not doing well，Consumers in sinking market，More inclined to the configuration of pub + restaurant，Tavern attributes are weaker than restaurant attributes。“Tonight’s Bistro”The boss told Tech Planet，They are a bar，No catering items provided，However, many customers will ask if they can order food when they come to the tavern。

Unlike first-tier cities, the main consumer group of bistros is young people，The audience of county taverns is mainly middle-aged people over 30 years old，Have a family and a job。“Tonight’s Bistro”Boss name，There are still too few young people in the county，Many of the customers in their pub are middle-aged people aged 30-50。

“Tonight’s Bistro”Opened in June last year，It’s only been 8 months now。The pub area is about 400 square meters，188bet sports betting app download 30 tables and chairs inside，Cocktails provided、Foreign wine、Three categories of beer，The price of wine is not high，A cocktail 28 yuan。Also，Renovation costs 300,000 yuan。Boss name，The annual rent of their pub is 70,000 yuan，Renovation costs 300,000 yuan。According to her estimate，The payback period takes at least 2 years。

Summer is the peak season of the year for tavern business，Daily income is about 10,000-20,000 yuan，November is the bleakest time，Business volume can be reduced by up to 2/3，Passenger flow has picked up during the Spring Festival this year。

The salary of county tavern employees is 2,500 yuan a month，Working hours are 10 hours，8pm to 6pm the next day。In order to save labor costs，I will watch it personally in the store，Same as employee’s commuting time。Two waiters，A bartender，A boss，Four people work together，Can create a net profit of 10,000 to 20,000 yuan for the tavern in a month。

with“The first bar city”Compared with more than 2,000 bars in Chengdu，The number of pubs in the sinking market is almost negligible，Just a fraction of the former。Of course，Also means，The pub business in the sinking market may still have development potential in the future。

Blind box economy: considered to be gambling in nature，This business form is not supported

at“Bingdundun”The blind box instantly became popular，Triggering a rush of millions of consumers，A small fourth-tier city in the north，Not very enthusiastic about blind boxes。

Owns two Wanda commercial centers、8 large commercial complexes，But there is still no dedicated blind box fashion store。Even for many clerks in consumer goods stores，Never heard of“Bubble Mart”This brand name。

But this does not mean that blind boxes are not popular，In some collection stores， Blind boxes often occupy a prominent position in the store。

For example，In chain home furnishing store“Green Light Party”'s store，Generally there will be a separate blind box wall。There are also twenty or thirty types of blind boxes，For example, Crayon Shin-chan、Douluo Dalu、Bai Bian Fat Tiger and other IPs。The clerk told Tech Planet，“Young people prefer blind boxes，Among them，The new Douluo Continent can sell more than 10 boxes a day。”

The unit price of Douluo Continent’s blind box is 69 yuan，For a small city where the average monthly salary is only 3,000 to 4,000 yuan，This price is not low。Of course，The popular categories sold in each store are different，Another“Green Light Party”The popular model in the store is“LAURA”and“12 zodiac signs”。

Chain stores only 5-6 kilometers apart，It is normal for popular products to be different。After all, sales are not high，The best-selling categories vary，Blind boxes are often a role positioning for merchants and supermarkets to divert traffic or supplement them，It has not become a mainstream sales product。

So in Miniso and another aggregation store，The blind boxes are also lined up at the back of the store。The store relies on the support of classic models such as Pokémon and Crayon Shin-chan，Price is in the range of 29-69 yuan，The lower price also attracts everyone to try it， Even Yueke Electronic Cigarette has launched a blind box of cartridge flavors。

188bet app download It’s worth noting，Although more and more young people like blind boxes，Each store is also adding blind box categories，But there is no blind box vending machine in these supermarkets。This is not because local businesses are unaware of this business opportunity，But the local business center does not support blind box stores or vending machines。

Everything comes from the understanding of the commodity form of blind box.

Recent，After the Shanghai Consumer Protection Commission issued an announcement to legislate the blind box marketing model as soon as possible，The Municipal Consumers Association of this small city also conducted relevant consumption surveys，Visited some stationery stores near primary and secondary schools。

According to the published survey results，Discovered by the City Consumers Association，Some blind box packaging is very large，But there is only one gel pen inside，The price of blind box products is several times or even ten times higher than the price of simple packaging or unpackaged products，And it is easy to produce“Blind box addiction”’s psychology。

“I think the blind box is a bit gambling，This kind of business is not very supported here”，A merchant told Tech Planet，The implicit value of blind box IP，Consumption concept has just been established，So I always think that the commercial value of blind boxes is greater than the actual value。Maybe only young people have completed the consumption upgrade of IP，The blind box economy is the only business form that can land in the sinking market。

Script Killing: Unsustainable in the sinking market

Xianning City is a fourth-tier city located in Hubei，Population exceeds 2.65 million，It is one of the few cities in Hubei Province that maintains positive population growth。But，The increase in population has not brought higher consumption expectations to the new consumer market，Some local businesses speak out，Doing business now is not so easy。

As a script killer that has been continuously attacking the sinking market in recent years。A script-killing business located in downtown Xianning told Tech Planet，Last year，Except holidays，Basically no orders on normal days，Not to mention making money，Coupled with the impact of the epidemic，Everyone is very careful about their money，It’s hard to make money。

The script kills the store manager and tells Tech Planet，The cost of opening a script-killing store in a downtown area is not low，One month’s store rent is 1.About 50,000 yuan，This does not include labor costs and other expenses。Overall，The cost per month is almost 2.About 50,000，Business was good before the epidemic，Passenger traffic is guaranteed，Thanks to the fact that there are two universities in Xianning，A Hubei University of Science and Technology，A Xianning Vocational and Technical College。

The store manager also said，At that time, I could basically earn more than 10,000 yuan per week，Monthly net profit is 1.50,000-20,000 yuan。But due to the impact of the epidemic，It is difficult for college students to come out，In addition, the local people’s entertainment method is not based on script killing，So these past two years，Basically at a loss。Although the epidemic is now under control，Coupled with the government’s consumption vouchers, passenger flow has rebounded，But there is still a gap 188bet app download from the crowded scene in the past，It may take some time to recover。

Tech Planet visited several local script sales stores during the Spring Festival and found out，These stores have a certain amount of customers，But some merchants said that the number of people is still smaller than before。

Can be seen on the third-party script killing booking platform，Most of the script-killing stores in Xianning offer group buying orders of almost 0，Better scripts can kill store orders by only double digits，If calculated based on the selling price of 40 yuan per order，Only 800 yuan，It is difficult to maintain the normal operation of a store。

Another script-killing store manager said，Some colleagues around him have already withdrawn their shops and left，Some stores are like him，Add clear bar on top of script killing、Internet cafe、Theme party and other business。

Currently，By adding these additional businesses，The net profit can basically be stable at 8,000 to 10,000 yuan a month，But this is still far from the previous business。

This is just a microcosm of the script being sold in fourth- and fifth-tier cities。An industry insider said，Except for the reasons of the epidemic，“Customer outflow”It has become an important factor in the decline of script killer business in the sinking market。

Compared to first- and second-tier cities, they are more open to accepting new things and new consumption，People in fourth- and fifth-tier cities are more conservative in entertainment consumption，So script killing as a new form of entertainment is difficult to be popular among locals，So the business of script killing mainly relies on young people，Especially college students。

Tech Planet communicated with many local college students and learned about it，They all like to play script killing，During the Spring Festival, many college students take advantage of high school reunions to play script killing，But due to holidays，The time in my hometown is too short，This does not bring stable customer flow to local businesses，So the business of script killing mainly relies on young people，After graduation, I am more inclined to work in first- and second-tier cities such as Wuhan，So local script killing stores are faced with ";Customer outflow”。

Many factors，Let the script kill business in the new consumption wave in first- and second-tier cities，Unable to adapt to the sinking market，Even an embarrassing situation that is unsustainable。