Nanjing Tea Yanyue crowd gathered to open the door and snooze.

Jimu Journalist Zeng Lingzheng

Intern Huang Xinyu

On August 18th, two tea Yanyue color of Nanjing Xinjiekou Guojin Center (IFCX) and Jingfeng Center, Jiangning District, Nanjing opened, and long dragons outside the store, which led to one of the stores closed in half an hour.

Jimu reporters learned that there were many local scatters purchased, and the purchase of a cup charged 50 yuan to 200 yuan. However, at 10 am, the staff of Chayan Yue Sexingjiekou responded to the Journal reporter that the shop had closed the store because of the large number of people in line.

At noon, the police in Jiangning District, Nanjing also said on Weibo that citizens would not come to line up. The Nanjing Market Supervision Bureau also responded that the owner's purchase of illegal acts can be called 110 to call the police. Analysts said that the tea -maritable market is cautious and has the effect of hunger marketing. It does not rule out the possibility of hype in this incident.

Online transmission shows that Xinjiekou Tea Yanyue has posted closed store announcements in the morning (Figure source network)

Nanjing Tea Yan Yueye Purchase 200 yuan a cup

On the evening of August 17th, there were media reports that the first shop of Chayue Yuese will be opened in Nanjing on August 18. On the afternoon of the 17th, there was a purchase price: 200 yuan/cup. However, the staff of Chayue Yue Sei said that they do not advocate buying from the ox, but wait, in the future, there will be 5 stores in Nanjing.

On the morning of August 18th, there were many photos and videos on social media showing that the two tea Yan Yueye door of Nanjing Xinjiekou and Jiangning District Jingfeng Center was a long queue.

Jimu journalists searched on one second -hand trading platform to buy a number of oxen can buy tea on behalf of the tea, and the purchasing price ranging from 50 yuan to 200 yuan.

A ox of the ox, who bought tea Yanyue color at the Guojin Center Store in Xinjiekou. He issued a purchase price of 200 yuan a cup. "There are too many people, everyone is limited to 2 cups. I haven't bought it, it is estimated that it will take another hour. "

The reporter saw that the price of another scalper was 10 yuan, and the two stores of Nanjing Xinjiekou IFCX and Jiangning Jingfeng Center could buy it. The platform showed that there were 24 people who wanted it, and the purchase fee for private chat was 100 yuan/cup.

Market Supervision Bureau: You can call the police when you meet the oxen

At 10 am, there were pictures on the Internet showing that Nanjing Xinjiekou store posted a closed store announcement, and the announcement showed that "today's tea face has been sold out, this door is closed, please forgive me."

The above -mentioned scalper also said: "Xinjiekou store can no longer be available now, the security guards are blocked, and there are still many people in the mall."

At 10 o'clock, the staff of Chayan Yuese Xinjiekou shop responded to the Journal reporter that because the number of queues was too much, "too messy" and now closed. According to Litchi News, the merchant where the tea Yan Yue Sexingjiekou store was located that Tea Yanyue opened at 9 am on the morning and caused congestion due to excessive traffic. It was suspended after about half an hour. in operation.

At noon on August 18, the Jiangning Branch of the Nanjing Public Security Bureau stated on Weibo that there are still many newly opened new beverage stores in Jingfeng Shopping Mall in Jiangning District, and the personnel queuing have been outside the mall. Jiangning police have regulated police forces to assist malls to maintain order. The outdoor is hot and there are many people in the queue. The police sincerely suggested that the general public should not come to line up today. You can buy a lot of drinks for drinking water.

The Nanjing Market Supervision and Administration Bureau responded directly to the media that the ownership of the oxen agencies was illegal, and it could be called 110 to call the police.

Analysts: Do not rule out that there may be hype.

Food analyst Zhu Danpeng introduced to Jimu Journalists that in recent years, Tea Yanyue's business ideas have been relatively stable. Today's popularity is the effect of cautious expansion and hunger marketing, but it does not rule out the possibility of speculation.

"After tea Yanyue color is based on Changsha, the expansion in Hunan is also more cautious. In the past two years, only two markets of Wuhan and Chongqing have been opened up. Development ideas are still conservative. Choosing to enter Nanjing at this time is actually deploying East China in East China. Market. "Zhu Danpeng said.

Regarding the closing of the door for half an hour due to the gathering of staff on the first day of opening the store, Zhu Danpeng believed that this was the effect of tea Yanyue's hunger marketing and conservative strategies. According to its overall, there may be more than half of the teams of thousands of people, and some of them are to leave "the first cup of milk tea in autumn" to customers who are tea. It can be seen that the brand appeal and reputation and popularity of Cha Yanyue color are relatively high. This is one of the few situations in the current milk tea brand.

On August 18, People's Daily also commented that milk tea is just a drink, do not "deified". "The brand's promotion is overwhelming, social media induces pervasiveness, it is really difficult to consumers not pay for money. It is just a cup of milk tea purchased 200 yuan, and oxen to buy on behalf of the ox, how to look at it. Those who need to maintain rationality also need to "do their best to do" so that the merchants will lead their nose with the ox. "People's Daily commented.

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