Xi tea announced yesterday that it will no longer launch products of 29 yuan or more this year. At present, there are no drinks with the beginning of three characters on the standard tea menu. "Invite witness, never slap in the face." Xi Cha said that from 2015 to 2016, because of the word-of-mouth reputation of drinks, a cup of cheese tea in small towns and alleys was familiar to more people and began to enter the Guangzhou Shenzhen market. It was also at this time that Xi tea made a profound farewell and made up its mind to bid farewell to its former brand name: "Huang tea", along with the farewell to the comfort area that has been lying on the product. At the beginning, Xi tea "broke into the world" by a cup of cheese tea with simple structure. In 2016, it began to explore the field of fresh fruit tea and other drinks, so there were a full cup of red tea, Zhizhi raspberry, Zhizhi mangmangmang, fleshy grape, fleshy Bayberry and other drinks. The product series is richer, the structure is richer, and the choices given to consumers are more open. Compared with cheese tea with simple structure, the cost pressure of fresh fruit tea is greater, because the cost of logistics, storage, loss and manual treatment should be considered when selecting fresh fruits in season. Therefore, the price of most of these products exceeds 20 yuan, and the beverage price of a few high-value fruits exceeds 30 yuan. This triggered the introspection and thinking of tea loving, that is, to return to the original intention of entrepreneurship - to create more drinks and share them with more people. Xi tea said that this time, the price of the product should be reduced under the condition of ensuring that the materials, product quality and taste are not discounted. Before that, Xi tea has adjusted the price of some products. For example, Zhizhi Mangmang is reduced from 32 yuan to 29 yuan, pure Lvyan is reduced from 13 yuan to 9 yuan, pure succulent grape is reduced from 29 yuan to 25 yuan, and cheese is reduced by 1 yuan. The news of the price reduction of Xi tea soon rushed to the microblog hot search. In fact, the reason behind the price reduction of hi tea is not to return to the original intention of starting a business and create more drinks and share them with more people, but because of the current consumption environment. Xi tea had completed the round D financing of US $500 million in July 2021, with an estimated value of 60 billion yuan. However, the once hot new consumption track has stalled in the second half of 2021. Moreover, at present, the competition of tea circuit is fierce, and the price of happy tea is high. In the case of weak consumption, happy tea is at a disadvantage. The sales growth of Xi tea in 2021 is not optimistic. According to some data, since July 2021, the floor efficiency and average store income of Xi tea across the country began to decline. Recently, Xi tea has also been exposed to layoffs, involving 30% of employees in general. Among them, all information security departments have been laid off, and 50% of the store expansion Department has been laid off. Although Xi tea clarified that all rumors were untrue information and the company did not have the so-called large layoffs, it admitted that there was a normal personnel adjustment and Optimization Based on year-end assessment. In other words, Xi tea must reduce its price in order to survive better. (Xinhua News Agency)