The success of More Yogurt is partly down to brands like HeyTea who popularized the idea of a plastic cup of tea for 30 yuan.
Photo from CFP
By LU Yibei
Controversy surrounds the premium yogurt chain, More Yogurt, raising concern among consumers.
More Yogurt began a survey on July 7 to gather opinions on the price of an upcoming milkshake, with the minimum option being 68 yuan (US$9.50).
The discussion began around the high price but soon spread to the inclusion of vegetable fat, which not only sounds disgusting but is a well-known health hazard.
More Yogurt was quick to clarify that a survey was just a survey. Who knows what the actual price will be? More Yogurt products begin at 20 yuan and the company does not add powdered fat to drinks.
Comparisons have been drawn to another domestic beverage brand, MXBC, which uses vegetable fat powder. MXBC's bubble tea costs 9 yuan and no one complains.
The expectation is that a premium brand like More Yogurt, a brand that comes festooned in health claims, could do a little better at such a high price. Don't they know there's a milk-tea price war going on?
Brands like HeyTea and Naixue, though positioning themselves as premium options, have reduced their prices to under 20 yuan. Luckin and Cotti offer coffee for under 10 yuan. Paying 30 or even 40 yuan for a beverage may no longer be deemed appropriate. Ostentation is out of style. A ten-dollar milkshake is likely to attract more memes than consumers.
The success of More Yogurt can be partly attributed to brands like HeyTea who popularized the concept of purchasing a cup of milk or fruit tea at 30 yuan.
Founded in 2014, More Yogurt had a low-key presence for a considerable period. It was only the emergence of milk tea as a status symbol that gave More Yogurt space to operate. The franchising journey began in 2021 with 90 stores. Now there are more than 1,000.
While More Yogurt has found its niche market, at least for now, yogurt is not a complicated product. If you can make a coffee, you can probably make a yogurt drink and spoon in some fruit. Major players like Starbucks and HeyTea are exploring similar beverages.
When costly yogurt tastes just the same as bargain yogurt next door, most customers will gravitate to price. Few social-media presences merit more than one or two fatty dessert drinks. More Yogurt will need to meet a new kind of consumer demand if it wants to retain its health.
