Can the tea color that goes out of the circle maintain its regional rarity?

After 7 years in the comfort zone of Changsha, Cha Yan Yue Se walked out of the besieged city and came to Wuhan, the important town of Hubei. On December 1, Cha Yan Yue Se officially opened its first store in Wuhan, located in Wuhan Tiandi. Xintiandi Plaza.

Queuing for over 8 hours, 100 yuan for take-out running errands, scalper fried to 150 cups, and even helping people to run errands, just like the queuing phenomenon of Hey Tea back then, all made Cha Yan Yue Se appear on Weibo's hot search.

Like his predecessor, Xicha, Cha Yan Yue is a little bit average, finally taking the first step towards nationalization, but whether he can replicate the miracle of his predecessors may be another question.

ONE

The tea color of 7-11 mode

In the eyes of the locals in Changsha, the tea color is unique. Even if you have to queue in the local area, the downstairs of the community basically starts in 20 minutes, which highlights the strength of the tea color in the local area.

At the end of 2013, a new style of tea with the theme of Chinese style, Cha Yan Yue Se, was officially opened in Changsha, Hunan. The Chinese style presentation was combined with Western style production, and the literary style was full, attracting milk tea fans from all over the country to come and taste it.

In 2015, Hunan Chayue Catering Co., Ltd. successfully applied for the Chayanyuese brand, and based on the core business district of Changsha, with its characteristic stores in various prosperous areas, the teayyuese brand marketing was a great success.

In 2018, the Chayanyuese brand received investment from Tiantu Capital and Alibaba's affiliates, and entered a period of rapid expansion.

In 2020, the number of Chayanyuese stores has reached more than 200, which has basically completed the full coverage target of Changsha, and plans to open stores in Wuhan and Changde. Wuhan is just one small step.

In addition to the strong local brand tea Yanyuese, some well-known tea shops in the country have layouts here.

For example, Coco and 1:dian have hundreds of stores in Changsha, and there are about 80 stores in Michelle Ice City, but they can't beat the beauty of tea.

From the perspective of the number of stores alone, as of July 27, 2020, Cha Yan Yue Se has 225 stores in Changsha, which is 2.2 times that of CoCo and 1:dian and 2.7 times that of Michelle Ice City.

Different from brands such as Hey Tea and Nai Xue no Tea, Cha Yan Yue Se did not adopt the online + offline composite channel model before 2020, because the best taste period of Cha Yan products is mostly within 15 minutes. Internally, take-out packaging will affect its quality.

It was not until the beginning of 2020, affected by the novel coronavirus pneumonia epidemic, that Cha Yan Yue Se launched its own WeChat online mini program to provide online order pick-up and takeaway delivery services. In order to ensure the quality of the drinks, the delivery range of each store is set to a radius of three kilometers.

At the same time, it has established a strategic cooperative relationship with Ele.me to ensure the efficiency of distribution work.

In addition, according to the consumption data of Meituan Dianping, the number of orders for new-style tea in 2019 is 240 million, and it is expected to develop steadily at an annual growth rate of 15%. Bring huge profit growth points.

In terms of offline business strategy, Cha Yanyue Se has adopted a target concentration strategy. Currently, it is only directly operated within Changsha. Its stores are located in the most crowded and prosperous streets of Changsha, and it uses intensive tactics to conduct large-scale drainage. This enables effective control of store operations, product quality and raw material inventory.

Rather than increasing the coverage of its stores nationwide, Cha Yan Yue Se seems to consider ensuring the quality of products and services in each store, which is undoubtedly very similar to the 7-11 model.

Limited by geographic location, Cha Yan Yue Se was only opened in Changsha for a long time. Nowadays, it has almost built an iconic brand of the earth. When it comes to Changsha, many people not only think of stinky tofu, but more and more people nowadays. Will think of tea Yan Yue color.

When other Internet celebrity milk tea shops have spread all over the country, the brand still insists on direct sales and not franchising. There is such a passage: "The so-called "tea Yan Yue Se official website" and "Cha Yan Yue Se join" you see on the Internet. The news about the business is false. When we have the money, we will sue them."

Because of worry that too many franchise stores will make the quality out of control. This insistence on the principle of product first is something that many other companies do not have, but it is undeniable that such a business model will indeed lose a large part of its profits.

The founder of the 711 model once said that if the goal of dominating the country is to set up stores in a hurry when preparations are not enough, not only may the local residents be disappointed, but the reputation of the corporate brand will also be negatively evaluated.

TWO

Regional milk tea goes to the whole country

Some people think that the ingredients used in tea Yanyue color are real, the real tea is real milk, and the taste is differentiated.

The fresh tea fragrance, with floral and fruity fragrance, breaks through the taste profile of the most commercial Hong Kong-style milk tea; cultural marketing, attracting tap water marketing, may be the most unique and difficult to replicate.

At present, in terms of products, Cha Yan Yue Se has a total of 32 conventional products (there is also one limited drink in summer and two limited drinks in winter). It focuses on Chinese healthy tea. The tea base uses green tea, black tea and oolong tea, with Nestle fresh Milk brewing, supplemented by animal whipped cream.

In the design of the brand image, there is a big fuss around the concept of Chinese classical style. The LOGO is based on the classic Chinese lady. In addition, its product names are also unique, such as the most popular "Orchid Latte", "Human Fireworks", "Cranberry" and "Su Yan Ceylon". The main consumers of its products are female consumers aged 18 to 35, accounting for 55%.

In addition, data shows that from the age distribution of consumers of new-style tea drinks, post-90s consumers (21-30 years old) have become the main consumers of new-style tea drinks, accounting for 50% of the total number of consumers, while those born in the 1980s (31-40 years old) accounted for 37%. From the perspective of gender distribution, female consumers accounted for 70% of the total.

The regional hunger marketing model of "drinkable tea" has attracted countless tourists from all over the country to Changsha to find out. At the same time, the feelings and pride of Changsha locals spontaneously arise, thereby promoting local customers. Brand loyalty.

Analysts believe that the view of recognition of self-culture shows that Changsha people have a soft spot for local food and belong to the food "exclusive" group.

At present, the price range of Cha Yan Yue Se is basically 10~18 yuan, while the prices of Hey Cha and Naixue no tea are concentrated between 25~35 yuan. According to market research data, 15~24 yuan is the largest audience group. Single product price range, accounting for 64%. The second is the 25-34 yuan range, accounting for 28%. It is also a new-style tea, and the price of tea is obviously more upside and competitive.

Whether in a 5A scenic spot like Yuelu Mountain-Orange Island, or in a special area like a high-speed rail station, you can see the beauty of tea. However, for non-local users who can't drink tea beauty, the freshness will one day disappear. The taste is only metaphysics, and word-of-mouth has a time limit. What really made tea beauty all over the country was due to a rights defense incident.

For a long time, the development of Chayanyuese has been accompanied by harassment from copycats. Initially, there were problems in trademark registration. The reason was that Chayanyuese was accused of plagiarism by Chayanyuese, and they also submitted their registered Chayanyuese. The 43 types of trademarks have led to litigation and protection of rights.

Not long ago, I finally ended up losing the lawsuit because of its lack of attention to trademarks and copyrights, which led to this time of incidents.

Every Internet celebrity brand will face the hidden danger of pirated shops quickly expanding and eventually ruining its reputation. The once smashing pastry brand Master Bao was destroyed by the hands of pirates, and the tea brand Lujiaoxiang also faces this problem.

"Piracy" caused a headache for the brand, but Cha Yan Yue Se turned this "pirated" card into a propaganda trump card in his hand.

With the overwhelming propaganda of rights protection, although it did not put an end to piracy, it has retained its reputation for the beauty of tea. All kinds of piracy have gradually increased the reputation of the genuine one step by step, and even defended their rights abroad.

Although users outside of Changsha haven't drank it, the positive energy behavior of defending rights makes all users who follow this incident automatically become the "spiritual shareholders" of Cha Yan Yue Se, helping to fight counterfeiting and at the same time being friendly to Cha Yan Yue Se. Great expectations have been generated.

The place where tea Yanyue appears on the Internet can always leave "must go to Changsha for a drink", "youlan latte my love", "only in Changsha", "when will you come to Beijing/Shanghai/Guangzhou/XX "High-frequency speech. Under this kind of fancy "hunger marketing", Cha Yan Yue Se even entered the hot search on Weibo.

There are ridicules that the reputation of Chayan's boss in the circle is that of an "honest person" image, and that he doesn't understand ipo and does not understand expansion marketing. Its reputation is entirely made by fans, which is very interesting.

It can be seen from the development history of other milk teas that in 2012, the first hi tea opened in Jiangmen City. Founder Nie Yunchen, with the help of the social operating model, made "Hi Tea" a well-known Internet celebrity milk tea.

Tea Yanyue's reputation and passers-by have reached the standard of expansion, and it seems inevitable to break the circle.

THREE

Stratification of new tea

New-style tea drinks refer to beverages prepared from high-quality tea leaves, concentrated liquid extracted using advanced tea extraction technology as raw materials, supplemented with fresh milk, animal and plant cream, or various fresh fruits. Milk tea has low cost, low investment, large passenger flow, and low industry barriers. Facing the diverse needs of consumers, there are more and more milk tea franchise stores.

In 2004, CoCo milk tea entered China and expanded wildly; in 2006, Happy Lemon entered Shanghai to make hand-made milk tea; in 2007, street shoppers opened a store in Shanghai, and bubble milk tea became popular.

In 2011, it entered at 1:00, freshly brewed milk tea was launched, and Internet celebrity milk tea began to be deployed; in 2014, tribute tea entered, and milk cap milk tea rose; by 2015, popular Internet celebrity milk teas such as hi tea, naixue no tea, and lele tea After entering, the brand pattern of the milk tea industry is established.

According to data, in 2018, the number of consumers of new-style tea drinks was 235 million. In 2019, it exceeded 300 million, and it is expected to reach 365 million in 2020. In 2018, the scale of China's new tea drink market reached 53.4 billion yuan, a year-on-year increase of 26.5%, and reached 70.2 billion yuan in 2019. It is expected to reach 89 billion yuan in 2020 and exceed 100 billion yuan in 2021.

At present, the sceneization of stores, the efficiency of work, the digitization of sales, and the humanization of services are important means to promote the rapid development of China's new tea market. This makes the "traditional milk tea era" the disadvantages of information failure, easy loss of customers, and low conversion rate, turning it into the advantages of data connectivity, high efficiency and precision marketing in the "new tea drinking era".

However, China's new-style tea industry is also faced with deficiencies such as low entry barriers, low technology content, high profits leading to a large number of competitors, emergence of new tea brands, and serious homogeneity. At the same time, after years of development, the market for the new-style tea industry in China's first-tier cities is approaching saturation, and new-style tea brands are gradually spreading and gathering in third- and fourth-tier cities.

How to create new tea products suitable for target groups, improve product awareness, strengthen brand upgrades, optimize supply chain management, and control corporate costs are issues that many new tea brands need to think about and solve. Under the market of 100 billion yuan, more competitors will inevitably enter, and the number of new tea drinks stores increased from 190,000 in 2017 to more than 450,000 in 2018.

IiMedia Consulting data shows that in 2018, the price of Chinese Internet celebrity milk tea has a stratified trend. Among them, Naixue's tea has become the "nobleman" in milk tea with an average customer unit price of 30.7 yuan; while the well-known Internet celebrity milk tea has a little bit , There is still a gap between the average customer unit price and Naixue’s tea, reaching 13.5 yuan. In the low-end Michelle Ice City, known as Pinduoduo in the milk tea world, you can buy a large glass of lemonade for four or five yuan.

Now Cha Yan Yue Se, who has come to Wuhan, soon embarked on the old road of Hey Tea. Because Cha Yan Yue Se only opened stores in Changsha, it has become a specialty brand of Changsha.

Because of its high national popularity, its consumer groups are not limited to Changsha. Some tourists will also specially go for a drink when traveling here. Now young people between 20 and 35 years old are happy to go to many places because they love life. The high degree of overlap with the target consumer group of Cha Yan Yue Se has made its target consumer group increasingly large. Can the tea color that goes out of the circle maintain its regional rarity?

FOUR

Marketing crossover

Tea Yanyue × Three and a half meals

As a consumer brand in Changsha, one is a traffic player in the milk tea circle, and the other is a popular player in the coffee industry. The combination of tea beauty and three and a half meals has surprised many netizens.

Recently, they have successfully launched a joint gift box together. There are two types of gift boxes this time: one is called "Papua New Guinea Listen to the Song of Songfeng", and the other is called "Does El Salvador Know Taohuawu". The names are all very special...

Does El Salvador know that Taohuawu contains 12 tea Yan Yue color Taohuawu and 12 three and a half El Salvador.

Papua New Guinea's Listening Soup Songfeng contains 12 tea Yanyue Color Soup Songfeng and 12 three-and-a-half Papua New Guinea products. The product is slightly different.

As for packaging, the co-branded gift box has a simple style as a whole. Except for two brand logos, an octagonal pattern and a circular pattern on the front, there are basically no other extra elements, which looks generous and advanced. If you think that the marketing vision of Cha Yan Yue Se and San Ban Ban is only focused on online, then look down on them too much. It also opened an offline joint concept store.

Moreover, this store will continue to operate for a long time if there is no accident, and it is not a "pop-up store." Of course, Cha Yan Yue Se recently seems to have deliberately and improperly "Qingliu" to step into the "jianghu", not only because of its unprecedented cooperation with Sandton and a half. Cha Yanyue Se became keen to play cross-border marketing. Before three and a half meals, Cha Yanyue Se had also cooperated with brands such as Hey Tea, Innocent Blue, and Yunifang.

FIVE

no brand

Can rely solely on marketing success

After seeing the various operations of Cha Yan Yue Se in the past few months, some netizens sighed: After all, they still embarked on the old road of hi tea. The old road mentioned here, we boldly guess it refers to: cross-border marketing. In other words, it refers to the operation idea of using marketing as an important prop for assisting brands to obtain traffic and expand audience coverage.

So, has Cha Yan Yue Se embarked on the "old road" of Hey Tea? No longer relying solely on word-of-mouth fermentation, will it be more beneficial or harmful to tea Yanyue to focus on marketing?

"No one can succeed by marketing alone."

If you remember correctly, the founder of Heytea responded like this when faced with the outside world's excessively aggressive marketing of Heytea.

Indeed, it is beyond imagination to build an Internet celebrity brand by relying solely on overwhelming marketing and make it a long-term foothold in the industry.

Especially for products with high frequency of consumption such as milk tea, marketing is mostly the icing on the cake, rather than sending charcoal in need.

From this perspective, as long as the product is strong, even if the marketing operation is more probable, it will not have much impact on brand reputation. On the contrary, interesting marketing may also become a shareholder style, helping the brand upgrade and renew, and expand its influence.

And every brand will face the pressure of “excessive” more or less, especially the Internet celebrity brands. Tea Yanyue Se will choose to lay out some marketing activities to save in front of consumers.