File photo/Wang Ziwei (NBD)

In recent years, with the development of the Chinese tea beverage market, milk tea has gradually developed into a huge market comparable to coffee. Under such circumstances, we are used to the opening of stores by various milk tea giants.

Recently, a trend has gradually emerged, that is, under the leadership of tea beverage leader HEYTEA, milk tea companies have begun to go down to the countryside to seek opportunities. Many people are asking if it is a good idea to compete with Mixue Bingcheng via downward reaching consumer market?

According to reports, since the first batch of HEYTEA franchise stores opened around the Spring Festival, many netizens called the expansion of the franchise stores "HEYTEA going to the countryside".

Not surprisingly, another milktea brand Guming, last month released a new strategic plan. It is revealed that last year there were about 1,000 new stores, and the current number of stores is "around 7,000, mainly in third and fourth tier cities".

According to data, the growth rate of the new tea beverage market in first and second tier cities has slowed down, showing a downward trend to third and fourth tier cities.

Data show that the market in the third and fourth tier cities is huge. Mixue Bingcheng and other brands have quickly laid out stores, with store numbers exceeding 5,000. The brand opens franchise, which is to do large scale and expand the market scope.

Some brands recruit career partners in non-first tier cities, which shows that brands that have reached saturation in first tier markets need to delve into the sinking market to achieve more profits. Is the non-first tier market really a good place to grab market share?