Cover comment | Net red milk tea, the atmosphere can not be replaced for a long time

Jiang Yan

On August 18th, two stores in Nanjing, Tea Yanyue, opened at the same time and staged a hot queue. The topics such as "Nanjing Tea Yanyue Sale", "Disclosure of Nanjing Tea Yan Yue Semi after opening half an hour", "Nanjing Draw the Police Power Maintenance of Tea Yan Lineup Order" and other topics frequently appear on Weibo hot search. However, such unusual situations have also caused netizens to question whether Chayue Yuecai is suspected of hiring people queuing. On August 19, Chayue Yueye apologized for the opening of Nanjing. In response to disputes such as hiring people queuing up and purchasing hype, it is said that limited purchase actions to resist "purchasing and selling behaviors" and adjust the business hours of Nanjing stores. (China News Agency)

In the market ecology of net red milk tea, the more "redness is purple", the more questioning. The explosive popularity, the crazy grand occasion, has given people a sense of unrealistic and anti -common sense from beginning to end. Many netizens have issued "Sky Questions": Summer in summer, buying a cup of milk tea for a few hours, what is the picture? There is no cup of milk tea, which can bear such enthusiasm. There is no cup of milk tea, which is worth such an expectation. There must be monsters in the abnormality. Even if they are pushed to the cusp of the public opinion, even if they apologize, they are also very particular about the words and figures.

Tea Yanyue responded, "Our new brands are first arrived, and everyone speculates that it is also common. Don't ask everyone to completely believe in our innocence. After all, time is the good recipe for us to understand and understand each other." It is completely a "clear self -clearing" posture. Compared with the "dead mouth" of the store, some media reports are precisely killing. A reporter's undercover local recruitment group found "a part -time part -time information for a milk tea shop queuing and charging the salary of 70 yuan." Time, place and other information are basically the same. At this point, it can be regarded as "answering doubts".

In fact, some new tea drinking people queue up to do "atmosphere management", which can be described as the industry's routine operation. Some are for the beginning of the new store, the eyeballs, and the popularity of the popularity, the picture is "opening the door", and the second communication in the online public opinion field; there are also some milk tea brands, which are hired for a long time day after day. People line up in order to create the illusion of business red fire, inducing franchisees to enter the game stupidly. A few years before the re -enrollment, the online red milk tea shops that lined up to the old land were disappeared. This intuitively explains that the potential may not be. There is never a shortcut in the catering industry.

In the context of capital entry and marketing -driven, the underlying logic of the business of milk tea has been completely changed. The number of trading roads of Internet popularity seems to completely shake the rules of game rules that survive and survive by quality. In the end, we will still find that it is not the case at all.

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