The girl on the high-speed rail is not as fragrant as milk tea.

The milk tea for girls on the high-speed rail is not as fragrant as it is. "That girl" has four kinds of tea, namely Qing Xue Jasmine Fruit Tea, Jinlanka (Hong Kong-style) original milk tea, bubble tea milk tea and red bean milk tea. The girl on the high-speed rail is not as fragrant as milk tea.

The milk tea of the girl on the high-speed rail is not as fragrant as 1. For many people, milk tea is a daily necessities, and it is precisely because young people are "crazy" about milk tea that major brands are gearing up to seize the market. Recently, the high-speed rail also officially announced that they will start selling milk tea.

Guangzhou EMU Catering Company of China Railway Guangzhou Bureau Group Co., Ltd. took the lead in launching high-speed rail milk tea. Every cup of high-speed rail milk tea is printed with the image of a high-speed rail catering stewardess, named "that girl".

At present, "That Girl" sells four kinds of tea on the train, namely: Qing Xue Jasmine Fruit Tea, Jinlanka (Hong Kong-style) original milk tea, bubble tea and red bean milk tea.

Sell 3000 cups a day,

And often sold out of stock.

According to China Railway, the inspiration for high-speed rail milk tea comes from the Hong Kong-style milk tea made on the train last year. On June 65438+1 October1day, 2020, CCTV's "Looking at China on the High-speed Railway" program broadcasted a picture of CCTV reporters tasting milk tea on the high-speed railway.

The railway department then actively invested in research and development. In order to ensure the healthy taste and ingredients of milk tea, R&D personnel will taste it hundreds of times a day.

Before the introduction of milk tea, Guangzhou EMU Catering Company also held a special training course, and the flight attendants repeatedly practiced the production process until they made a qualified cup of milk tea.

The railway department fully considers the needs of passengers on the high-speed rail, and this milk tea also reduces the concentration and sugar of tea. The fresh and soft taste is not only the unique tea taste of high-speed rail, but also the meticulous warmth and care.

China Railway said that "that girl" sells 3,000 cups a day and often sells out of stock.

"We hope to give the high-speed rail some cultural symbols to make its image more stereoscopic. When passengers think of high-speed rail, they think, wow! The high-speed rail milk tea is very good. " The person in charge of Guangzhou EMU Catering Company said.

Netizens are hotly discussing.

Such high-speed rail milk tea,

Will everyone accept it?

When the news came out, netizens talked about it:

@ Successor: I ordered a cup of milk tea to help Miss Jie, a high-speed rail flight attendant, complete the target. 26 yuan, to be honest, it's not cheap (for me), and the taste is not as bad as a bag of tea bags. There is milk tea on the high-speed rail. It's good. I hope it tastes better.

@ @ Deep Week _ Buka: I hope to promote it nationwide! So you don't have to bring milk tea to the car every time, it's too much trouble ~

@ 丫丫丫丫: In fact, whether it is expensive or not is not the key. The point is, if it's not delicious, I might as well get off and buy expensive milk tea.

@ Kaka: This is worth a try ~

@zm86 1 1_ A glass of hard liquor: I don't know if milk tea is good, so I must try [Too Happy].

@ 丫丫丫丫丫丫: Let go of that girl!

@ 17 invincible in China, China and China is the best: I hope it is cheaper.

@yzambis2008: I feel that the high-speed rail has been civilized, but the name should be touched again.

Please give me boiled water.

The girl on the high-speed rail is not as fragrant as milk tea. Have you heard that the "girl" born in June 5438+10 walks between Hunan and Guangzhou, which may bring nearly 80,000 yuan in income to Guangzhou Railway Group every month?

"That girl" is a brand of high-speed rail milk tea recently launched by Guangzhou Railway Group, which shoulders the heavy responsibility of giving high-speed rail cultural tourism symbols. At present, it has been produced and sold on all high-speed trains in Hunan and Guangdong provinces undertaken by Guangzhou Bureau Group Corporation, with an average daily sales of 3,000 cups. According to the official, it is often sold out of stock.

However, the encounter between high-speed rail and milk tea is not good for netizens. In the discussion of related topics, many consumers expressed disappointment with the quality of high-speed rail milk tea and thought it was inconsistent with its price.

But at the same time, in order to better help the development of high-speed rail milk tea business, people in the industry and netizens have also made suggestions, giving different suggestions on product name, packaging, taste and management.

"That girl" sold 3,000 cups a day, and the sales of high-speed trains in Hunan and Guangdong provinces increased by nearly 80,000 per day.

When the "high-speed rail" meets the "milk tea", what kind of sparks will it collide with?

Recently, China Railway announced through the official WeChat account that Guangzhou EMU Catering Company of China Railway Guangzhou Bureau Group Co., Ltd. took the lead in launching high-speed rail milk tea named "That Girl".

At this point, the existing scope of milk tea has further penetrated into the fast-moving high-speed rail from the original shopping center or city street. The announcement of this news also instantly ignited the curiosity of netizens and caused a lot of attention. On that day, the topic "High-speed rail milk tea has been launched" rushed to the top of the hot search list in Weibo, with a reading volume of over 480 million.

It is understood that "that girl" launched four kinds of tea for sale on the train, namely: Qing Xue Jasmine Fruit Tea, Jinlanka (Hong Kong-style) original milk tea, bubble tea and red bean milk tea. Every cup of high-speed rail milk tea is printed with the image of a high-speed rail catering stewardess.

Lai Yang, executive vice president of Beijing Business Economics Association, said that this is something worthy of recognition. From the demand level, the market is large and there is consumer demand. In fact, young consumers' love for milk tea is just like the feelings of the previous generation for tea, and the feelings of foreigners for coffee. Milk tea has gradually developed into a rigid demand. At present, the categories of high-speed rail meals have been fully developed, but the drinks are still monotonous. The arrival of milk tea products can well meet the needs of consumers in this regard.

Indeed, the potential market space of high-speed rail milk tea should not be underestimated. According to the data provided by China Railway, this milk tea was launched in the middle of 5438+ 10 this year. At present, it is produced and sold on all high-speed trains in Hunan and Guangdong provinces undertaken by Guangzhou Bureau Group Corporation, with an average daily sales of 3,000 cups, which are often sold out. If this trend continues, combined with the unit price in 26 yuan revealed by netizens, The Girl can achieve nearly 80,000 daily sales only on the above-mentioned high-speed trains, and if this data is spread on all high-speed trains, it is indeed a lot of income.

However, Lai Yang also pointed out that in the context of consumption upgrading, consumers will also have higher requirements for product quality and cost performance, which requires product providers to focus on. Considering the special environment on the high-speed rail, products can have a certain premium, but the premium and quality should be consistent and kept within the acceptable range of consumers. If the price is reasonable and the taste and taste of the product are guaranteed, the consumer purchase rate will be high, which belongs to long-term loyal consumption. After all, there are limited options on the high-speed rail; However, if consumers bear this part of the product premium, but fail to obtain the expected high-quality products, then the competitiveness of the high-speed rail milk tea business is not enough. "For example, if a cup of milk tea from 26 yuan is given the taste of ordinary milk tea powder, then consumers are likely to choose to buy instant milk tea products directly and bring them into the carriage." Lai Yang said.

How about 1 yuan Xiang? High-speed rail milk tea relieves the pressure of loss and also needs to avoid "short life"

As for the product quality mentioned above, according to the official introduction, the railway department actively invested in research and development. In order to ensure that the taste and ingredients of milk tea are healthy, researchers will taste it hundreds of times a day. Before the introduction of milk tea, Guangzhou EMU Catering Company also held a special training course, and the flight attendants repeatedly practiced the production process until they made a qualified cup of milk tea.

It can be seen that Guangzhou Railway Group's ideal for its own milk tea business is quite full, but from the feedback of consumers, the reality is slightly skinny.

Under the topic of "high-speed rail milk tea has been launched", some netizens asked about the taste of milk tea: "Is it bad?" In response, another netizen replied: "It's very dull and I feel a lot of water." At the same time, some netizens said frankly: "To be honest, it is not very delicious, but it is very comfortable to drink a warm drink in winter. If only the price were more suitable, it's really not worth 26 yuan. "

It is understood that in order to promote the sales of high-speed rail milk tea, it seems that the flight attendants of relevant trains are still burdened with index assessment requirements. In the comment area of the above hot search topic, some consumers said that they ordered a cup of milk tea to help the high-speed rail flight attendants complete the indicators. The price in 26 yuan is not cheap, but the taste is not as good as expected. Not as good as a bag of tea bags. "The high-speed rail has milk tea, which is very good. I hope it tastes better. " Consumers finally put forward their own suggestions.

At present, from most comments, consumers are not opposed to the pricing of high-speed rail milk tea, but the existence of product quality problems really makes them lose a lot of interest. "In fact, expensive is not the key. The key is that if you haven't tasted it much, then I might as well endure getting off the bus and buying expensive milk tea. " A consumer said.

In Laiyang's view, some customers have reported that the high-speed rail milk tea is not ideal in both taste and taste. In this case, relevant departments need to invest more in product research and development and pricing strategies if they want to do this part of the market well.

In fact, the prospect of new tea market is very promising, which naturally attracts railway departments to enter the market. In the "20021New Tea Research Report" previously released by China Chain Store & Franchise Association, it is estimated that the income scale of new tea market is expected to reach 654.38+042.8 billion yuan in 2023.

Unlike the high profit and high return of the new tea industry, most domestic high-speed rail projects are still at a loss. Data show that in the first three quarters of this year, China Railway Corporation achieved a revenue of 786.2 billion yuan and a net profit loss of 69.8 billion yuan. Although the introduction of milk tea business is only a drop in the bucket to make up for the loss of high-speed rail, the increase in this part of income can always help alleviate the pressure to some extent.

However, if netizens say that the price of high-speed rail milk tea is comparable to that of hi-tea, and if the taste and taste can't meet the standard of ready-made tea common in the market, they can only earn a wave of money for customers to taste it early, and it is difficult to have a market after it is fresh.

Insiders also pointed out that the state-owned enterprises owned by high-speed rail still lack experience in market-oriented operation. In order to avoid a flash in the pan, more efforts are needed to overcome these shortcomings.

The milk tea for girls on the high-speed rail is not fragrant. Recently, China Railway Guangzhou Bureau Group Co., Ltd. launched "high-speed rail milk tea", which was made on the train and named "that girl". The image of a high-speed rail catering stewardess is printed on the package.

"That girl" has four kinds of tea, namely Qing Xue Jasmine Fruit Tea, Jinlanka (Hong Kong-style) original milk tea, bubble tea milk tea and red bean milk tea. This series of milk tea was launched in the middle of 5438+ 10 this year. At present, Guangzhou Bureau Group Corporation is responsible for the production and sales of all high-speed trains in Hunan and Guangdong provinces, with an average daily sales volume of 3,000 cups.

Image from: China Railway

The inspiration of high-speed rail milk tea comes from the Hong Kong-style milk tea made in the carriage last year. On June 65438+ 10/day, 2020, CCTV's "Looking at China on the High-speed Railway" broadcast the picture of CCTV reporters tasting milk tea on the high-speed railway. Before the launch of high-speed rail milk tea, Guangzhou EMU Catering Company held a special training class to teach flight attendants how to make milk tea.

Image from: China Railway

In order to cover as many people as possible, high-speed milk tea reduces the concentration and sugar content of tea. The person in charge of Guangzhou EMU Catering Company said:

We hope to give the high-speed rail some cultural symbols to make its image more stereoscopic. When passengers think of high-speed rail, they think, wow! High-speed rail milk tea is very good.

It's good to have milk tea on the high-speed rail, but there are also many negative feedbacks from this milk tea.

Passengers who have already experienced high-speed rail milk tea think that a cup of 26 yuan is not cost-effective, "it is not as good as a pack of tea bags"; Some netizens even pointed out that the ingredient list of high-speed rail milk tea is divided into black tea concentrate, milk powder bag and liquid sugar bag, all of which are brewed drinks.

Some netizens think that the image of the stewardess on the package is incomprehensible. It is better to print cultural symbols such as scenic spots and city landmarks, or information that needs to be spread such as anti-fraud knowledge and lost children.

Some netizens think the name is strange. "There seems to be no problem in naming that girl, but it is puzzling." "To be honest, China high-speed rail is better than this." .

However, selling milk tea on the high-speed rail is really a good decision. In recent years, Diandian, Mixue Ice City, Modern China Tea Shop, Hi Tea Shop and Naixue Tea Shop, large and small tea shops have opened all over the country. High-speed rail itself is like a series of ties, involving vast land and mountains, handling thousands of passengers in Qian Qian.

It can be said that high-speed rail milk tea occupies a mobile golden position, unlike the milk tea shop on the ground, which needs to pay high rental costs and marketing costs.

At a speed of about 300 kilometers per hour, it seems difficult for people on the journey to refuse a cup of freshly made milk tea, if it can be more cost-effective.

Qixinbao shows that Guangzhou Emu Catering Co., Ltd. is 50% owned by Yi Shi Zongheng Co., Ltd., while Yi Shi Zongheng Co., Ltd. is a wholly-owned subsidiary of Caesar Yi Shi Holdings Co., Ltd., and Caesar Yi Shi's parent company is Caesar Travel, a A-share listed company.

According to the National Business Daily, Caesar's catering revenue in 2020 was 469 million, down 56.65% year-on-year. Caesar's tourism industry said at the end of August that according to the current epidemic situation, it is expected that its performance in 20021year will be difficult to return to the pre-epidemic level, but it will be greatly improved compared with 2020.

Therefore, the launch of high-speed rail milk tea may also be a self-help for the railway catering business in the post-epidemic era.

Image from: China Railway

Although high-speed rail milk tea needs to be improved, it can be regarded as enriching the menu of high-speed rail. In the past, the aroma of instant noodles often floated in the aisle of the carriage, and the staff pushing the small dining car were selling lunch boxes, some of which were not cheap and delicious. But now there are more choices for eating, drinking and having fun on the high-speed rail.

20 1 1 In July, Beijing-Shanghai high-speed railway sold freshly ground and brewed coffee for the first time, with a cup of 10 yuan. However, due to the lack of time, the freshly ground coffee is not ground in the car, but the coffee beans are ground into coffee powder and brought to the car through vacuum packaging. Well-trained waiters add purified water to freshly brewed coffee according to strict scales, and a pot can be cooked in 10 minutes, and a pot can hold 10 cups. Passengers can choose whether to add sugar and cream according to their own preferences.

On July 1 1 day, 2007, China Railway Corporation announced that from July 17, passengers on trains with the prefix G and D can book meals provided by trains through 12306 website and mobile phone APP. You can also book social brands that meet the food business license conditions along the way.

2065438+On August 29th, 2009, the Pocket High-speed Rail APP officially launched the "High-speed Rail Booking" service, covering the national EMU trains with the prefixes of G and D. Passengers can not only choose the dining car for self-service catering and take-out, but also book the special catering at each station along the way. Order takeout, and place an order 1 hour in advance.

According to China Railway, Jill Zhang Huai high-speed railway and Jiangxi-Shenzhen high-speed railway will be opened soon. At that time, passengers will taste the "high-speed rail milk tea gift edition" on the train. I hope that the railway can give due consideration to the opinions of netizens and let passengers enjoy the "journey on the tip of the tongue" in more trains and more stations.