Freshly made milk tea at home: what’s behind the new service?

Weekly SkinnyTrending in China
Written By Evelyne Chang

You can now book an at-home milk tea service! In Chengdu and Suzhou, some milk tea shops are sending specialists with professional equipment to your doorstep, so you can enjoy freshly made bubble tea without leaving your home.

BeFineCha (百分茶) and LiShanShan (李山山茶事), have already started offering this service. BeFineCha requires a minimum order of 100 cups and provides perks like group meal discounts, custom cup stickers, and a personalized drink cart. LiShanShan, on the other hand, offers a "home service" that you can book with an order of 20 cups or more.

BeFineCha (百分茶) and LiShanShan (李山山茶事) mini program to book at-home milk tea services.

A short video to showcase the at-home milk tea service of LiShanShan from Xiaohongshu @李山山杂事

The sudden rise of at-home milk tea services can be attributed to several factors:

● Enhancing the customer experience: As consumers increasingly demand personalized and convenient services, at-home milk tea service offers a fresh and unique experience. Customers can enjoy freshly made milk tea in the comfort of their home or office, making the experience more personalized and enjoyable than traditional delivery services.

● "Freshly made" increases perceived value: Having milk tea made on-site ensures the best possible taste while also giving consumers a sense of ritual and freshness. Some brands even offer 20% off group meals, allowing customers to enjoy a high-quality drink at the same or even lower price than in-store, which has become a major selling point of the service.

● Creating a differentiated advantage: While on-site coffee services have been available for weddings and corporate events, only a few tea brands currently offer at-home milk tea services. This rarity adds novelty and social value for consumers, giving brands a first-mover advantage and helping them build a strong reputation.

At-home milk tea services from LiShanShan on-site images

LiShanShan‘s at-home milk tea services. Image: Xiaohongshu @李山山杂事

In the competitive milk tea market in China, brands need to attract and retain customers by offering more detailed and thoughtful services, and at-home milk tea service is a prime example of this competitive strategy.

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