The new product is ridiculed, the dispute chess game of the Overlord Cha Ji

Edit | Yu Bin

Produced | Chaoqi.com "Yu See Column"

When it comes to Overlord Tea Ji, many people impressed it with the imitation of tea. As the "Yunnan Edition" tea face, it is not high in the industry's position in the new tea market, but finally has obtained a lot of fans with the strategy of native rooting, and the brand development can be considered steadily.

However, in recent years, as the new tea drink has been cold and the industry competition has intensified, even the tea Yanyue color deity has encountered many operating problems, let alone imitators such as overlord Cha Ji.

As Chayaya Yuecai abandoned the local label of Hunan and implemented the strategy of "going global", the unique living space of the overlord tea Ji may face further squeezing. Considering that the unique overall market environment, the future road of Overlord Tea Ji is bound to face a test.

Recently, the new product "Fairy Coconut Water" has encountered disputes such as being ridiculed by consumers, hurriedly offline, and founders to apologize. What will these negative factors bring to the new tea drinking road of Tyrannosaa tea?

The new product is "difficult to drink", and the founder will apologize over the end

The Overlord Tea Ji, which focuses on Yuanyeya Tea, has been established for almost five years. It has expanded to the scale of more than 400 stores with the name of the new tea and the name of "Yunnan Edition Tea Yan Yue Se".

Just under the new market environment in the new tea market in the face of the new tea market, it is urgent to think about how to take the next time, but it has attracted much attention because of a new product difficult to drink.

It is reported that in early August, Overlord Tea Ji launched a new product "Fairy Coconut Water", but after the product was pushed to the market, a large number of user bad reviews came.

“难喝”、“味道寡淡”、“就像在喝冰水”、“有股玉米须煮出来的味道”…一时间，关于这款神仙椰子水的负面产品口碑开始急速发酵，在各On the big social media platform, we can all search all kinds of vomiting.

According to the official introduction, the price of "Fairy Coconut Water" of the Bawang Tea Ji is not cheap. It costs 19 yuan. The product is made of freshly picked Thai coconut juice with white jade pearls. "Exclusive summer quenching and removing oil Shenxian water." Unfortunately, consumers' reactions have not made it worth this name.

After the negative evaluation continued to ferment, the Overlord Cha Ji "Fairy Coconut Water" eventually failed to use part of the consumer evaluation of the product to usher in a reputation reversal. The life span is very short.

It may be that considering the impact of consumers' vomiting on the dominant tea Ji brand, Zhang Junjie, the founder of the Overlord Tea Ji brand, has also expressed "ashamed" and "sorry" to consumers in the form of an open letter, and bluntly said "we messed up." According to his statement, the future Tyrannosaurus Chaji will adjust and upgrade the production formula and re -launch a new coconut water product.

Interestingly, the Tyrannosaurus Tea Ji also transformed this crisis into a brand marketing operation, because Zhang Junjie also proposed in the statement that he wanted to set up a CSO (chief apology officer) position. On Weibo hot search, many people on the Internet also praised the response of the sincerity of Bawang Cha Ji.

However, seeing this, maybe many people will have a further understanding of the label of the Bawang Tea Gee "Tea Yan Yue Se", because Chayan Yue Se itself is also very good at the danger of turning in various apology and realizing the brand's further expansion of the brand's further expansion of.

From this perspective, the new product of Tyrannosaurus Tea Ji was ridiculed by a group like a controversial game. You thought it was a bad review. In fact, it obtained a higher brand cognition. It is difficult to judge in a short time.

It is worth noting that this public opinion incident does help Tyrannosaurus Tea Ji, a local tea brand to quickly realize the brand power of the country. It.

The new tea drink is fierce, and the overlord tea junction opens external expansion

The time node of this public opinion incident is also very interesting, because it happened in the context of the slowdown in the growth of the new tea market and the Bawang tea Ji is opening the national layout.

To some extent, "black and red" is also red. In many new tea brands to realize the time point of continuous expansion, Tyrannosaurus Tea Ji has a strong sense of existence at this stage. Promotion.

But this does not mean that the Bawang Tea Ji has gone out of the local influence. In the context of the fierce competition in the new tea industry, no one will be able to say anything about the future of Overlord Tea Ji.

After experiencing an early expansion, 2021 Bawang Tea Ji began to enter the capital market and complete multiple rounds of financing; in June 2021, Tyrannosaurus Ji moved his headquarters from Kunming, Yunnan to Chengdu, Sichuan. The beginning of the nationalization strategy.

After being labeled with "Yunnan Chayue color" and developing and growing, is it possible for Overlord Cha Ji to form its own influence nationwide? Objectively speaking, everyone is currently in the trial stage whether it is the Belong Tea Ji or the tea face.

It should be pointed out that the pace of everyone from the local influencer brand to the expansion of nationalization is all to make choices, because in recent years, the domestic new tea market has encountered saturation and slowing growth. In terms of, they can only find their own growth momentum only in the broader national market. In this process, the biggest problem is consumer acceptance. What everyone knows is that the initial development of Overlord Tea Ji and Cha Yanyue Relying on the deep binding with the city label allows consumers to have a stronger emotional bond to them. Obtaining greater development space also means that brand filters will gradually lose, and no one knows what kind of results will bring.

From the current market environment, the "going global" tea Yan Yue color is not bad in expansion results, and a restrained expansion strategy makes it take into account consumers' love and store expansion. But this does not mean that Tyrannosaurus Tea Ji can also take a nationwide imitation road. With the saturation of the new tea market and the loss of consumers' freshness, the challenge is still behind.

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