The new store "overfire", tea Yan Yue color apologize!Expert: "Dives hype" need to "reflect" carefully

Future Network, Beijing, August 19 (Reporter Xie Qing) The Internet celebrity tea brand "Tea Yan Yue Se" opened a new store in Nanjing. However, this net red milk tea set off another storm.

On August 18th, the new store in Nanjing, Chayueye, had not yet opened the door, and a long team was lined up outside the store. Then it was suspended for half an hour after opening. At the same time, there were also questioning of Tea Yanyue New Store's opening of "hiring people" and "inviting scalpel to buy speculation".

The next day, Cha Yanyue sent an apology saying that according to the actual situation of "business passenger flow and store production conditions", two stores in Nanjing will be adjusted to adjust their business hours, and they will say that "the limited purchase of actions will resist the purchase of purchases to purchase purchases. And selling ".

"The popularity of tea Yanyue color shows the advantages of its marketing model and brand influence." Guo Jiwei, an expert in brand reputation and crisis management, said in an interview with Future Network reporters that for new consumer brands, pay attention to the "traffic" anti -baying of the "traffic". effect. It reminds that "brand marketing routines" should not be too much, otherwise it will affect brand reputation.

Tea Yan Yuese opened a store in Nanjing. After being suspected of purchasing speculation, he posted a post to explain and apologized

As the "Internet celebrity" in the milk tea industry, Tea Yanyue has been focusing on the development of Changsha, Hunan for many years, so that opening stores in other cities will always attract consumers' attention.

On August 18th, two stores in Nanjing in Nanjing first opened. According to the live video taken by netizens, the shop has not yet officially opened, and the long team has been lined up outside the door.

In the future, the reporter of the network noticed that the news of Chaye Yuese's opening in Nanjing frequently appeared on Weibo hot search. According to consumers lined up at the scene, about half an hour after opening, the store was suspended due to the excessive traffic flow.

(Picture on Weibo)

Subsequently, the Nanjing Public Security Bureau Jiangning Branch (@Jiangning Public Security Online) issued a police tip, "I sincerely suggest that the general public should not come to line up today. You can buy many cups of drinks in the queue."

A small cup of milk tea caused a storm. On the morning of August 19, Tea Yanyue sent a post through the WeChat public account platform to explain and apologized: "Because of a cup of milk tea, there are too many unnecessary discussions, which disturbs everyone The sight also brought a storm to Nanjing. The company was deeply sorry for this. "

(Picture on Weibo)

According to Zi Niu News, after the store was closed, there were oxen sales of milk tea at the scene. A scalper told reporters on the spot that if he was sold out, he could not buy it without lining up. He could get away at 200 yuan a cup here. Subsequently, an oxen sold the milk tea in his hand at a price of 180 yuan, and sold to three Meituan legs to rider.

(Figure according to the official WeChat public account of Tea Yanyue)

As for the topics of hiring people and asking for speculation, tea Yan Yue color said, "Guess is also common, do not want everyone to completely believe in our innocence, after all, time is the good recipe for understanding and understanding each other." At the same time Tea Yanyue said that it would be limited to the "purchasing and selling behavior".

The official website of Chayue Yuese shows that Cha Yanyue Se is a brand of Hunan Changsha Chayue Catering Management Co., Ltd. It was established in March 2015. It is headquartered in Huangxing Pedestrian Street, the most prosperous area of ​​Changsha, which is known as Star City. Tea Yanyue is mainly used for tea and desserts, and is a tea brand that integrates R & D, production and sales.

(Picture according to@（（（方 （（)

Tea Yanyue accelerating the layout of the foreign port market, but frequently "plant" in marketing

It is understood that in April of this year, Chaye Yuese revealed that it began to accelerate the layout of the foreign market. Among them, the stores in Chongqing area opened in June and opened in Nanjing New Store in August. At present, Tea Yanyue has deployed foreign market markets such as Chongqing, Nanjing, Wuhan, Zhuzhou and other foreign ports.

It is worth noting that the "big queue" phenomenon that appeared in Nanjing New Store is not the first time that Tea Yanyue. According to media reports, on December 1, 2020, Wuhan's first Tea Yanyue color opened, and long teams were lined up outside the door in the morning. At the same time, the phenomenon of buying and queuing on the spot also appeared.

In April 2021, when Tea Yanyue Sn Flash Shop landed in Shenzhen for the first time, many young people lined up with more than 30 degrees to buy milk tea. Essence At that time, the popularity of tea Yanyue once asked the Shenzhen traffic police to post: "Please travel green for citizens and friends."

In addition to offline purchase restrictions, purchasing purchases, and other phenomena are questioned by consumers, Chayoyue online marketing advertisements have also "planted". In February 2021, the tea Yanyue Mark Cup was printed with "There are many beautiful women who come to tea to buy milk tea. If you happen to know one, you can whisper to our little friends: 'I picked up a basket'." This paragraph. Advertising words are considered by netizens to have materialized women and disrespect for women.

In an interview with Future Network reporters, Guo Jiwei, a brand reputation and crisis management expert, said that in the field of retail, tea Yanyue can make a new consumer brand. Marketing models can promote certain sales and brand influence.

But at the same time, Guo Jiwei reminded that brand marketing routines should not be too much, otherwise it will affect the brand reputation.Guo Jiwei said, "Many new consumer brands now borrow some gameplay of the rice circle, which is indeed conducive to drainage increased powder.If the product itself is interested, it may not be loyal to it. Over time, the influence and vitality of its brand may be a reflection. "

From the perspective of the capital market, "Internet celebrity" Tea Yanyue still attracted much attention.Public information shows that since 2018, Tea Yanyue has experienced 4 rounds of financing.

Among them, in January 2018 and July 2019, the angel wheels and equity financing were obtained, and investors involved Tiantu Investment and Shunwei Capital.In August and August 2020, Chayue Yue Se, a round A and B financing participated by Yuansheng Capital, Source Capital, Wuyuan Capital and other participants.

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