2020 Keyword of the Year: Live! Surviving with broken arms, large-scale closures... The catering industry has had a magical year.

It seems to be a concluding speech for the catering industry in 2020. On December 16, Yichayi sat on its official WeChat public account to make an announcement, saying that due to the closure of stores, the prepaid card cannot be normally redeemed, and prepaid will be launched The card return work.

After a tea and a sitting, once again on the cusp of public opinion, the diners once again felt the swish coldness.

ONE

Closing the shop:

Almost annihilated

After the announcement, "CCTV Finance" carried out follow-up reports on the official Weibo. With more than 120 million views, thousands of netizens joined this hot discussion.

Mainstream media such as "Qianjiang Evening News" and "Hebei Daily" also reported on the incident, causing heated discussions among netizens. The key to the large-scale reports is the "large-scale closure of shops."

One tea and one sitting at the Shanghai base camp. Among the nearly 20 stores included in Meituan, all except Qibao Vanke Store and Jiangqiao Wanda Store have been closed. According to relevant reports in April this year, there are only eight stores including Qibao Vanke Store, Zhongshan Park Longemont Store, and Hongkou Longemont Store, which are open for business, with a closing rate of nearly 50%.

As the Hangzhou Huanglong store posted a notice of suspension of business at the door, all Hangzhou stores with a tea shop were also closed. There were 3 stores in Shijiazhuang, two of which were closed, and one store in Xiantianxia Square was left, saying that the store would not be closed, and the store can still be used for consumption, but no refunds will be processed.

Currently, One Tea One is sitting in Beijing and there are two franchise stores operating normally. These two stores can handle card refund matters on their behalf.

TWO

once:

Infinite scenery, leading the fashion of teaAn announcement made people suddenly realize that a cup of tea and a sitting is no longer a sight.

Once, one tea and one sitting was the representative brand of table-top tea meals, and it was a fashionable restaurant that "can eat with the eyes" among young people.The signature three-cup series, three-cup chicken, three-cup bullfrog, and three-cup tofu, were also popular online celebrities. Even today, many customers still miss the taste of Sancup Chicken. Red bean snowflake ice is a memory of many generations born in the 1980s. A red bean snowflake ice can sit with friends for a long time.

In the heyday of Yichayisi, there were more than 200 stores across the country.

In 2000, Shanghai Yicha Yizao began preparations. Cayman Yicha Yizao and Taiwan Want Want Group each invested US$1.05 million, each holding 50% of Shanghai Yicha Yizao.

In 2002, Yichayi opened its first store in Shanghai, and quickly opened the market with the fashion label of "table-top tea meal" and the explosive products of the "three cup series".

In 2005, Yichayizuo received an investment of 14 million U.S. dollars; in 2006, Yicha Yizuo completed the second round of financing of 1,068 yuan. With the help of capital, one tea and one sitting quickly expanded. In 2006, 15 stores were added, and 26 stores were opened in 2007. Since then, by 2015, Yichayizuo completed 4 rounds of financing, with a total financing amount of US$61.68 million.

With the help of capital, the two-pronged approach of one tea and one direct operation and franchising has quickly deployed a store network in Shanghai, Beijing, Hangzhou, Wuhan, Shenzhen, Shijiazhuang and other places. While expanding, Yicha Yizuo has been seeking to go public. According to a report in 2011, Yicha Yizuo plans to go public within three years.

At that time, one cup of tea and one sitting were full of spirits.

THREE

behind:

The epidemic is accelerating, the clues are early

With signature products, capital support, and precise fan audiences, such a restaurant brand has lost ground. What went wrong?

Is it the epidemic that drove a cup of tea and a sitting? The epidemic may have accelerated the decline of one tea and one sitting, but it is not the main reason. In recent years, one tea and one sitting has long been a feather. After years of losses, the franchisees collectively complained... From this point of view, the decadence of a tea and a sitting has already appeared.

FOUR

Slow iteration

Can "Three Cup Chicken" support an "old brand"?

When you open the "Dianping" page with a tea and a sitting, you will find that "Three Cup Chicken" is still the most photographed meal. As a reminiscence of the generations born in the 1980s, this three-cup chicken has been eaten for nearly 20 years. In the comments, there is no shortage of people who have not eaten it for a few years and patronize it again for "sentiment".

It is still a tea and a sitting in memory, and it is still the "three cups of chicken" in memory. It has not changed in the past 20 years. This is a terrible thing in the catering industry. Today, it is not the era when the Hong Kong typhoon prevailed. At that time, the Hong Kong typhoon carried its own traffic. Nowadays, fashion has become a standard feature in all kinds of restaurants. All kinds of tea restaurants are rising rapidly. When consumers have more choices, it is easy Produce aesthetic fatigue.

The obviously lagging iterative mechanism hinders the continuous acquisition of customers. When a large number of consumers on the review website began to consume feelings, it means that this former traffic influencer has a traffic gap.

Iteration is slow, and it is difficult to support the development of a brand for several years or decades by relying on a fashion label of "three cups of chicken" and a table-top tea meal.

FIVE

Strategic deviation

A "ace" drives a "second card"?

The CEO of Yicha Yizuo once gave an explanation: due to unclear positioning and failing to meet consumer demand, mistakes in decision-making have affected profitability.

The slow iteration of one tea and one sitting has a lot to do with the huge amount of energy distracted by the second card. In recent years, Yicha Yizuo has successively established 7 sub-brands such as "Luroufan", "Wuze", "Dongkazi", "East Tuna" and "Fugu Pufferfish". Under the corporate structure surrounded by sub-brands, the "ace" advantage of sitting in a tea and a cup is gradually disappearing, and sub-brands such as "Lu Rou Fan" have not really grown up. This is equivalent to not playing the second card while still affecting the main card.

Strategic deviation is the main reason that accelerates the decline of one tea and one sitting.

SIX

Management Absence

"Boiled water" stalk that can't get past?

After Yichayizuo issued a card refund announcement, some netizens went to Yichayizuo's official Weibo on October 23, 2019 to post a Weibo message: "Can I have a glass of boiled water?" And about "Boiled water" There is more than one message. What's the meaning of "boiled water"

This goes back to Luo Yonghao's Weibo in 2008. Luo Yonghao wrote an article saying that he wanted a glass of white water while eating at Yichayi, but was rejected by the waiter in every way. In the end, the article even "blessed" Yichayisi to close down earlier. This past episode was re-exposed by netizens. Luo Yonghao said with a smile: "At that time I was too young... Later... I was blessed."

A seemingly inadvertent complaint, but laid the groundwork for today; a seemingly inconspicuous service, but it represents the image of the brand... Looking through the comments of Dianping, it is not uncommon to complain about a tea and a sitting service. , This also reflects the lack of a tea and a sitting management mechanism from the side.

Especially in the years of rapid expansion of Yichayisi, among the many complaints made by franchised stores against Yichayisi, the lack of management of Yichayisi can also be seen. In addition to the accusations of "fraud during franchising" and "brand control franchise stores", in 2016, the Wuhan franchisees ran away after issuing stored value, which was also identified as a problem of the management of the tea. At that time, the response from the headquarters was: franchisees privately issued stored-value cards without the consent of the headquarters.

Lax store management, blind expansion, out of control of franchisees, etc., have greatly damaged the brand image of "One Tea One Sitting", laying hidden dangers for the decline of the brand.

It is a pity that the tea and the sitting are going high and low, and it is also a wake-up call for the diners.

Three feet of freezing is not a day's cold. Managing the brand and operating the traffic is a work that sees the truth in the details and must not relax at a moment. The short-term traffic of a brand can rely on any one or more of the explosive products, appearance value, and capital. However, the long-term traffic must be based on a sound management and operation mechanism to organically integrate explosive products, scenes, services, and supply chains. Integration can achieve the goal of continuous customer acquisition and support the sustainable development of a brand.