Focusing on the vent of the wind | Tea Yan Yue color apologies, industry insiders: hiring queue is "hidden rules"

Fengkou Finance reporter Liu Xiao

Net black tea brand Tea Yanyue color has continued to attract attention due to queuing problems again.

On August 18th, the topics such as "Nanjing Chayueyue Settle Half Half Half Half Half Half Half Half Half H still closed" and "Nanjing Draw the Police Power Maintenance of Tea Yan Lineup Order" and other topics and other topics, etc. This popularity has also attracted disputes such as hiring queues and requesting speculation. Tea Yanyue's post on the 19th responded that "queuing" was sincere and fearful to our first reaction. It will be purchased with limited purchases to resist "purchasing and selling behaviors."

Chinese food industry analyst Zhu Danpeng said in an interview with the wind and finance that the biggest advantage of Tea Yanyue is hungry marketing, and hiring queue is indeed a problem in the new tea drink industry.

Tea Yan Yue color: I dare not borrow ten boldness

On August 18, Nanjing's first tea Yanyue color opened, and the scene was popular. Long lines were lined up outside the shop in the new street in the city center. The mall where the milk tea shop is located said that Nanjing Tea Yanyue opened at 9 o'clock in the morning and caused congestion due to excessive queue traffic. It was suspended after about half an hour. However, some netizens said that they started to line up at 4 am. Some consumers said that some of the cows opened the price of lining up to buy milk tea for 200 yuan and 1 cup. There are also scalpels that it is estimated that the price of 1 cup will be purchased by 50 yuan, and now there are various purchasing prices.

At noon on the same day,@Jiangning Public Security released Weibo online that the police have been transferred to assist the mall to maintain the order and reminded that the citizens should not come to line up today.

The release of Nanjing Consumption also reminds the public that avoiding the purchase of second -hand milk tea, the temperature is hot, the placement time is relatively long, the milk tea is easy to breed bacteria, and the food safety is nothing small!

With the continuous fermentation of public opinion, the official WeChat signal of Chayue Yue Seng responded in the morning of the 19th, because a small cup of milk tea aroused too many unnecessary discussions and disturbed everyone's attention. It also brought a storm to Nanjing. "We are really sorry for this."

Tea Yanyue said that there are a lot of controversy on the Internet, similar to hiring people queuing, please buy speculation, etc. The new brand is at first glance, and everyone speculates that it is also common. Do not ask everyone to completely believe in our innocence. After all, time is the good recipe for us to understand and understand each other.

Tea Yanyue said that respecting and understanding the past impression of "queuing = marketing hype", do their best to output good products and services, and calculate the few of Tea Yanyue. "We will have a limited purchase action to resist 'purchasing and selling behaviors'."

Tea Yanyue mentioned that the police and special policemen came forward in time to help Cha Yan Yuecai solve more unpredictable difficulties. Thank you really. Tea Yanyue emphasized, "In the public in the public, it is not our style, and it is dare not borrow ten courage." Chayue Yuecai said that it will make adjustments to the two stores in Nanjing. I hope everyone will come to drink tea.

Worked by hiring people?

On the morning of the 19th, it was reported that the opening of the two stores in Nanjing in Chayueyue was a premeditated "false prosperity" and posted two screenshots of the part -time job information for the queuing of milk tea shops. The news stated that the recruiter said that "the specific brand will say in advance that it cannot be more than 4 cups every time to buy in line. These two milk tea shop brands that are queuing up and charged are tea.

One of the screenshots reads: 70 yuan for salary, daily knot, the address is Ningjing Fengfeng in Baijiahujiang. The main content is lined up with milk tea shops, and requesting "buy milk tea can not drink, you must hand it to me, you can bring your mobile phone, charging, charging Bao, small bench. Soy sauce is working, just change places to play mobile phones. "

As of the publication of the Crepass, Tea Yanyue has not yet made further public responses on the matter.

For a long time, Tea Yanyue has been tied to tags such as "net red" and "ox". According to a number of media reports, on December 1, 2020, Wuhan's first tea Yan Yuese opened. Early in the morning, a long team had been lined up. One person restricted four cups of milk tea. Some people had come to line up at 6 am. There were many takeaway running brothers at the scene. When the tea Yanyue Seli Shopping store first landed in Shenzhen on April 2, 2021, tens of thousands of people lined up, and the ox purchasing purchased up to 500 yuan/cup. On June 1, 2022, when Cha Yanyue opened a store in Chongqing, there was also oxe purchases on the takeaway platform, with a cost of up to 200 yuan.

Fengkou Finance has found on many recruitment platforms that similar part -time jobs such as "queuing up and charging" and "shop queue" abound. Chinese food industry analyst Zhu Danpeng said in an interview with the Troubleping Finance that hiring people to queue are indeed a common problem in the new tea drink industry.

After the queuing of tea Yanyue color attracted attention, People's Daily published a comment that milk tea is just a drink, and do not excessively "deified".

The comments said that the brand's promotion and the induction of social media, and it is really difficult for consumers to not pay for money. It ’s just a cup of milk tea purchased 200 yuan, and there are oxen to buy. It’ s a bit over. In recent years, we have seen too many scenes in front of the online celebrity brand, and have also felt a lot of "so". In the face of the Internet celebrity brand, consumers need to maintain rationality and need to "do their best" in order to let merchants go with the ox with their noses.

Expert: The biggest advantage is hunger marketing

Data show that in 2020, my country's tea market size is as high as 442 billion yuan, and the total scale of the coffee market is 215.5 billion yuan, less than half of the former. Among them, the scale of new tea is 113.6 billion yuan, and it is expected to reach 340 billion yuan in 2025, becoming the largest segment of the tea beverage industry. At the same time, the number of closing shops in new tea continues to rise. According to industry statistics, the probability of survival of milk tea shops is about 20%, that is, most of the new milk tea stores are in a state of business loss. How to balance space benefits, scale benefits and economic benefits is still the main problem facing the tea industry. Zhu Danpeng told Fengkou Finance that China's new Chinese milk tea has entered a period of severe internal curiosity. Sexual operations, etc., have become some core elements in the future of the entire new tea company.

Public information shows that Cha Yanyue is a new tea brand in Changsha, Hunan. It was born in 2013. It was originally considered to have only stores in Hunan Province, and later expanded to the province one after another.

Tianyancha shows that Tea Yanyue has completed a total of four rounds of financing, and investors include Tiantu Investment, Shunwei Capital, Source Capital, Yuansheng Capital, Wuyuan Capital, etc. Among them, the capital manager of Shun is Xiaomi CEO Lei Jun.

In October last year, the shareholder changed its equity in Chayue Joy Company. The new shareholders were Nanjing Wuyuan Qixing Entrepreneurship Investment Center. The shareholders behind them were Beijing Kuaishou Technology Co., Ltd., Shenzhen Tencent Industry Investment Fund Co., Ltd. Company (wholly -owned shareholding of Xiaomi Technology Company) and so on.

Zhu Danpeng believes that the biggest advantage of Chaye Yue color is hunger marketing. As a Chinese city in China, Changsha has created a very good business card in the past few years. Tea Yanyue color, as an important part of Changsha's city business card, has the brand's appeal. In addition, there are not too many cities expanded by tea Yanyue, and consumers will inevitably buy it because of its scarcity. "Overall, Tea Yanyue is still very good in the construction of brand tone. The cost -effectiveness of Chayue Yue Se, high -brand tone, but a lower price, the contrast will be larger, the brand will The effect will be better. "Zhu Danpeng said.

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