See you ｜ "Tea Yan Yuese Nanjing Opening Store" on the hot search, making people happy

On the morning of the 18th, the Internet celebrity brand Tea Yanyue Milk Tea Store opened in Nanjing and was sought after by consumers. It rushed to Weibo twice a day. On -site pictures and videos showed that many people rose up in front of the store at high temperatures, and some even started to "squat" from 45 o'clock in the morning. It was sold to 200 yuan for a cup of 200 yuan; at Xinjiekou store, because there were too many customers in line, the store was sold out early five minutes before the opening ...

What is "fireworks on earth" and what is "hunger marketing" and "wild consumption", the answer is in this news. From the perspective of boosting consumption, this scene of "everyone competes for a cup of tea" is very gratifying, because the popularity is wealth, the city's fireworks are full, and it is the true embodiment of people's enthusiasm and ability; From the perspective of prevention and control, the above scene implies hidden concerns.

One of the hidden concerns, irrational consumption is difficult to last. In the final analysis, milk tea is just a drink, no matter how demented, it is a cup of milk tea after all. People are sought after, because they have an Internet celebrity temperament, and they first arrived. Many people are willing to take high temperatures, queue long lines, and high prices. In the end, they still have to taste its taste. Value, continue to buy in the future; if not worth it, then pull down. It is a good thing to open the gas field in Nanjing Store in Chayoyue, but it is also placed in the "high altitude" position. Milk tea is used for drinking, not for frying. Once consumers feel "but" that's it, the original hidden concerns will become a realistic version of trouble.

Two of worries, hunger marketing is difficult to last. Tea Yanyue was selected to open a store in Nanjing this time. The news was released long ago, and consumers appetite. On the day of opening, the social media was filled with the news of "a cup of difficulty". Some clerk raised a sign of "9.0 hours" at the door of the store. The disguised announcement of the cancellation of the opening ... How much do these suspected "hungry marketing" routines have related to the store, it is difficult to assert, but one thing is certain: the store opened the milk tea shop well, in the final analysis To improve the taste, blindly hype can only make milk tea "change" and consumers "have appetite".

Third, the crowd gathered may impact the epidemic prevention. At present, it is a high temperature and cool summer season. In many places in China, a clustered new crown pneumonia epidemic occurs, and sporadic cases have also occurred in individual districts in Nanjing. Net red milk tea shops opened in Nanjing. In a short period of time, a large number of people gathered in the narrow regions. Many of them did not regulate wearing masks, which inevitably made people sweat for urban epidemic prevention and public safety. "The epidemic should be defended", and should be prevented in the usual and strict details. This incident believes that it also wakes up the city manager.

The Internet celebrity brand Chayoyue color selected East China's first store in Nanjing, which is equivalent to endorsing the business environment of Nanjing for the store's influence. Nanjing's development of the "first store economy" also has a typical case. The landing is just the beginning, and the "net red" is still going to be "long red". How to make this celebrity brand develop in Nanjing's healthy development and win -win with the city, stores, governments and consumers need to work together and work together. Whether it is the mentality of "making fast money" or "irrational consumption", it is necessary.

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