Tea Yanyue New Store opens controversy: being exposed to spend money to hire people to queue

China Net Finance August 22 (Reporter Li Wan) Tea Yanyue, which caused police forces due to the large number of people in the new store, caused police force maintenance, and 200 yuan a cup of ox purchasing. Essence

According to the notice of recruiting staff on the Internet, on August 19th, the age was 15-60 years old, and the daily salary was 70 yuan. queue. The first floor of Jingfeng Center is the place where Nanjing Chayueye opened a new store.

In this regard, Cha Yanyue responded: "Don't ask everyone to believe our innocence, after all, time is a good recipe for us to understand and understand each other." And announced that it will solve the queue in the way of restricting purchase and adjustment of store operation time. The problem of scalper purchasing.

At around 16:00 on the 19th, China Net Finance logged in to Chayueyue Single Single Single Program shows that both stores in Nanjing were displayed. Click on the stores in Yuzhong District, Chongqing. It is expected to wait 5 hours and 17 minutes.

Because of August 18th, Chayue Yuese opened in the two stores of the first floor shop and the first floor shop of the first floor of the Nanjing IFCX. After the opening, a large number of customers poured into the queue and caused congestion. Subsequently, the topic#随 随 随 随 随 随 随 随 随#,#随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随.

Some netizens said that the scene "started queuing at four in the morning, the price of oxen was fired to 200 cups, and the shop can only order two cups in the store now." By noon, the on -site "the average queuing time takes about 5 hours."

In response to the long queue time and the purchase of price purchase, tea Yan Yuecai responded, "There are indeed some personnel on the site, and the drinks selling tea -faced drinks at high prices. With the maintenance of order. From the perspective of food safety, we still call on customers not to buy milk tea purchased by repurchases. We also resolutely resist this kind of behavior that endangers market order. In addition, we will open a new store in Nanjing afterwards. Support our consumers rational consumption. "

Opening a store speed is not as good as closing the store speed

Tags such as "long line", "congestion", and "ox" have been closely related to tea face.

On June 1 this year, Cha Yanyue color officially opened in 4 stores in Chongqing, which also caused a queuing boom and boarded hot search. On the day of opening, there was a cow's price of 180 yuan a cup of purchasing.

In 2021, Tea Yan Yuese opened a flash point in Shenzhen. Some people lined up for 4 or 5 hours to buy. The oxen agent purchased to 200 yuan a cup; Wuhan's first store was officially opened. Each person was limited to 4 cups. A cup of 150 yuan-300 yuan.

The reasons for the popularity of the new store in Chayue Yue Se is largely due to the scarcity of its stores. Nanjing is the third provincial market that Tea Yanyue has entered after Wuhan and Chongqing.

According to public information, Tea Yanyue is a tea brand that focuses on tea and desserts, and develops, produce and sell. The brand's company Hunan Chayue Cultural Industry Development Group Co., Ltd. was established in 2015. Its founder is Lu Liang and Sun Cuiying, and the legal representative Lu Liang is the actual controller.

Following the opening of the first store in 2013 to the seven years of 2020, the scope of Tea Yanyue's store opening is limited to Changsha. As of November 2020, Tea Yanyue has reached about 270 in Changsha stores, which has almost become the "landmark" of Changsha.

Subsequently, Tea Yanyue expanded the store to the Wuhan area. In July 2020, tea Yanyue set up Wuhan Tea Yue You and Me Catering Management Co., Ltd. In December of the same year, Wuhan's first store opened.

At that time, Lu Liang had publicly stated that there was no plan to expand further to the province.

Subsequently, due to the impact of risk factors such as the epidemic, on November 10, 2021, Tea Yanyue announced the third concentrated temporary closed store, temporarily closed in about 80 stores in Changsha, and gradually resumed the situation according to the situation.

According to media reports at that time, tea Yanyue color was about 480 in Yinglian stores, and most of the 87 stores closed were located in Changsha, which also meant that Chayue Yuese reduced the source of income by nearly 15%.

In response to the tide of closed stores, Lu Liang said that in the face of the epidemic, he will take self -rescue, go to Liuyang, Kai Zhuzhou, Yueyang, and Wuhan, and will also enter other cities and states in Hunan next year.

Since entering this year, Chaye Yuecai has accelerated the expansion of the store.

According to Tianyancha, since this year, Tea Yanyue has established a total of 7 new companies, of which one company has registered 2 million yuan, and the remaining registered capitals are 5 million yuan. Wait, the areas include Nanjing, Jiangsu, Wuhan, Hubei, Changsha, Hunan, and Chongqing.

In April of this year, Cha Yanyue was announced to enter the Chongqing market. On May 5th, Chongqing Chayue You and Me Catering Management Co., Ltd. was established. The Chongqing company has set up 14 subsidiaries.

However, from the perspective of the overall expansion of the brand in the past year, the opening speed of Tea Yanyue is as good as the speed of closing the store. Data show that in November 2021, there were nearly 560 Chayoyue Stores, and only nearly 443 stores left in early August this year.

Due to salary issues, employees have a large -scale spitting

Compared with the new -style tea drinks, the expansion speed is greatly lagging behind in the high popularity of tea.

According to Ai Media Consultation data, the market size of the Chinese coffee industry in 2021 reached 381.7 billion yuan, which is expected to reach 485.6 billion yuan in 2022. The coffee industry is expected to maintain a growth rate of 27.2%, and the Chinese market size will reach 10 billion yuan in 2025. According to the "2022 China Catering Business Research Report", 3846 new stores in Mixue Bingcheng in 2021, the total number of stores reached 20,000; the book also burned 1953 new stores in Xiancao, and the total number of stores reached 7,000 There are 326 new stores; the number of stores in Xicha has reached 897 stores.

In addition to further expanding the store's territory, Tea Yanyue is still extending its business scope. On August 10, Cha Yanyue launched the independent coffee brand "Yang Yang Coffee".

Up to now, Chayue Sex has always adhered to the self -employment model and refused to open it. His founders Lu Liang and Sun Cuiying's couples exceeded 61%of their total revenue shares.

The issue of Tea Yanyue's expansion strategy has also caused "internal". On December 16, 2021, a number of tea Yan Yuese employees broke the news in social media that Changsha Tea Yueyue salary was too small. Due to the epidemic reasons, the working hours were reduced and the salary was reduced. The previous 5,000 yuan dropped to only more than 2,000 per month, only 8 yuan a month's commission. In the end, the incident issued a letter of apology by himself, saying that "salary adjustment is based on the decision made by the company's poor performance and some of the temporary closed stores in the Changsha area."

From the perspective of the capital behind, Tea Yanyue has undergone a total of four rounds of financing from 2018 to 2021. At present, the financing round is in the B round. The specific financing amount has not been disclosed. The investors include Wuyuan Capital, Yuansheng Capital, and Source Capital Capital. , Shunwei Capital, Tian Tu Investment.

In November 2021, the operating entity of Chayueyue color occurred in industrial and commercial parties. Suzhou Yuanchu Investment Partnership (Limited Partnership) became a new shareholder with a shareholding ratio of 6.32%. One of the shareholders of Suzhou Yuanchu Investment Partnership (Co., Ltd.) is Hangzhou Alibaba Entrepreneurship Investment Management Co., Ltd.

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