How long can it last from a cup of milk tea to a "social symbol"?

On August 18, the Changsha.com black tea brand "Tea Yan Yue Se" came to the East China Market for the first time, and opened two stores in Nanjing Jingfeng Center and Xinjiekou IFCX. How does this "phenomenal" online celebrity brand perform? From the entry of the hot search of the Bangbang Weibo- "Selling out 5 minutes before the opening of the shop", "Tea Yanyue Sex Cattle Purchasing a Cup 200 yuan", "Tea Yan Yue Se Half -hour Stop" can be glimpsed.

After the opening of Cha Yanyue, who was lining up to buy it? Who is buying at a high price? Why do they do this? How long can such a grand occasion last? Xinhua Daily · Jiaojiao reporters visited this.

Enjoy the sense of goodness VS, who are queuing?

On August 18, the temperature in Nanjing was as high as 40 ° C. By noon, there were still people in line in Nanjing Jingfeng Store. According to the store estimates, the average queue time takes about 5 hours, and the local police in Jiangning have registered police forces to assist malls to maintain order. Subsequently, the "Jiangning Public Security Online" issued a reminder at 11:38 noon, saying that the current personnel line up outside the mall. Police sincerely suggested that the general public should not come to line up today. Nevertheless, there are still many people to queue up regardless of persuasion.

Some netizens said: "At 4 am on the spot, the queue began. The price of the ox was fired to 200 yuan. The store can only order two cups one person now." In Nanjing, at 4 am, he started queuing to buy tea Yanyue people. What kind of consumer group is it?

"We are fully prepared. Everyone brought a small bench, and it was time for the opening time to sit down and play a few games. After buying, not only can you send a circle of friends in Versailles, but also give a cup to your favorite girls you like. This is better than usual to send flowers to watch movies. "You Shuxin, 20, told reporters that he is a junior student who is relatively idle during the summer vacation. Jing Feng is not far from the school. Come in line with my classmates, and it arrived at more than four in the morning. He said that as the first batch of people who drink tea Yan Yue, they did not feel that they were tired at all. Instead, they were full of excitement and happiness.

Consumers who drink the milk tea evaluate "the taste is really good" "It's really delicious, and when you don't drink it, you feel exaggerated, and you feel worth the queue after drinking!" A few days before opening, it is often popular, and "difficult to buy" is the norm. But why is Tea Yanyue so exaggerated?

In the long dragon of the team, the reporter met a young man in formal dress. "Milk tea that others can't grab in line, you sit in the office someone to send it to the door. Whether you usually drink milk tea, you will feel that you are treated with your heart. In the end, do you choose us? The goodwill of brushing waves must be right. "Lin Xian analyzed as a customer manager at the bank," So when we go to work today, our leader will let us come to line up to buy milk tea. Good service, for us, this is an important task. "

Lin Xian's purchase psychology is justified by netizens: "It is not milk tea, but a sense of superiority in the circle of friends. You can show your circle of friends in 200 yuan. "" I really think that some people want to drink milk tea, and take pictures for the circle of friends. "

As a result, some "buyers" who are well versed in social psychology have dispatched one after another, sending a cup of tea Yanyue to leaders, customers, friends, lovers ... At this point, tea Yan Yuecai has changed from a cup of milk tea to a "social symbol", It symbolizes a person's social status or friend value. Some companies even rewarded employees from the high -priced acquisition of oxen to employees, reflecting the company's considerate, love, and good welfare corporate culture.

Deng Jing, deputy dean of the School of Economics and Management of Nanjing University of Aeronautics and Astronautics, believes that from a traditional perspective, the market has 200 yuan to find oxen to achieve a cup of milk tea. The embodiment of assets. The market economy is always a reflection of willingness to be willing, it is understandable. From the perspective of modern economics, the reflection of the Internet celebrity economy, the Internet celebrity economy is also the result of market decision resource allocation.

False queuing vs real marketing, who is "behind the scenes"? At the same time, many people questioned that there are really so many "grievances" to line up or spend 200 yuan to buy a cup of milk tea?

"There is such time and money, it is better to hit the high -speed rail directly to Changsha to drink. It is faster than queuing in Nanjing, and it can also travel in Changsha." Fu Yan told reporters that since so many people line up, then you will not make fun. Waiting for the hot time, let's have a drink. "And why not provide takeaway services, so isn't it just to make in line artificially? It will also affect the prevention and control of the epidemic."

The reporter visited on the spot and found that among the queuing people, there are many old people with white hair, and many of them claim to be "queuing up" by oxen. At the subway station in Xinjiekou, there are still people who sell more cups of milk tea, and the price ranges from 200 to 300 yuan/cup.

The Nanjing Market Supervision Bureau said that the illegal purchase of the oxen purchases can be called 110 to call the police. In response to the long queue time and the purchase of price purchase, tea Yan Yuese responded: "There are indeed some personnel on the scene, and the tea -selling drinks are sold at high prices. With the order of maintenance. We also resolutely resist such behaviors that endanger market order. "Tea Yanyue and calling on consumers not to buy milk tea purchased on behalf of the purchasing agent. In the future, Nanjing will open five stores.

Before the official opening, there were a number of screenshots of the recruitment of recruiting personnel from the social platform. The screenshot showed that: on August 18th to buy milk tea for part -time jobs, 18 to 35 years old, college students are preferred, the address is in Xinjiekou, the basic salary is 100 yuan/ God; August 19th, aged 15 to 60, with a daily salary of 70 yuan. The address is in the shopping mall of Baijiahu Business District -Jingfeng Center. The Xinjiekou and Jingfeng are the place where Nanjing Chayueye opened the store.

Regarding Tea Yanyue's "asking" and creating a hot -selling atmosphere, everyone has a diverse opinion. Some people think: "There are many traffic and fans of Tea Yanyue, and there is no need to spend money to ask someone to line up." Some people think: "Please queue in line not to sell milk tea, but a new round of financing. The investor watched. "

In this regard, tea Yanyue responded, "Do not 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 and adjustment of store operation time. The problem of ox purchasing.

In fact, this is not the first time that tea Yan Yue color has attracted attention due to the cow purchasing behavior. The same "script" has also been staged in Wuhan, Shenzhen, Guangzhou and other places. In 2020, Tea Yan Yuecai walked out of Changsha for the first time and entered Wuhan. On the first day of the opening of the Wuhan store, there were also chaos such as queuing over 8 hours and 100 yuan for takeaway legs. In 2021, when Shenzhen and You Chayueyue Sittors opened, the "grand occasion" formed a queue of 10,000 people when it opened. Essence

Some people in the industry said that this trick has been inherited in the business world for a long time. Generally, it is arranged by the general store. For advertising, it can attract others to join the money.

Localization VS cross -border tide, what kind of milk tea is "hard currency"?

For foreign brands, digging local culture makes it easier for consumers to have a sense of intimacy and resonate with emotional levels. The person in charge of the tea Yanyue color brand introduced: "One city and one characteristic. We have already visited Nanjing to collect the style in the early stage of opening to learn about the living characteristics and fireworks of the city in Nanjing. Guidi Cup 'I am glad to know Ning'. "

The reporter found that at present, the surfaces of the cups used by Chaye Yuese Nanjing Store are printed with "Be careful" such as "Nanjing Impression". "As a regional brand across provinces, Tea Yan is also constantly exploring. Whether it is a new retail shop" garden party ', or the "takeaway'" Tmall e -commerce "that starts late, I hope that tea can continue to bring to consumption. More surprises, "said the person in charge.

The "menu" tea is pleasing, making the local tea brand "unable to sit still." Nanjing's local tea has "Nanjing Edition Tea Yan Yue" picking up three tea, "Panda Shop" in the 12 years of Nanjing, the cultural and creative tea "嚯 嚯 儿", the sweet chapter of the cheese cream, the main cheese cream The freshman "net red" T Comma (buckle) and so on.

On the day of the opening of Tea Yanyue, the TCOMMA store display of less than one kilometer away from the IFCX store of Xinjiekou was "T COMMA VS Tea Yan Yue Se" on the display screen. According to the clerk, use Tea Yan Yueye Cup to change your own drink for free. For consumers who want to drink hemp, you can try six cups of different tea drinks first, and then choose whether to buy; scan the code to enter the fifty discount voucher and get three pieces per day. "We will open 60 before October 1st. In addition to gathering stores, there are also lemon tea shops, avocado shops, black gold shops, cultural and creative shops -the dense store opening strategy of the five major brand matrix." Said Fang Jie, the brand director of T Comma.

Data show that my country's new tea market size increased from 44.2 billion yuan in 2017 to 97.8 billion yuan in 2019. It is expected that my country's new tea market will exceed 117.4 billion yuan in 2022. According to the China Beverage Industry Product Report in 2022, a total of 930 new products were launched in tea beverage stores in 2021.

In the face of the serious "inside" of the tea industry, how will the brand take the next step? Deng Jing bluntly stated that whether it is the current tea face, or the previous happy tea, Naixue's tea ... Whether the net red brand can last is determined by the connotation of the product. Essence The name of the tea is "happy", so the joint wedding brings it the opportunity to the new market. Consumers can receive two cups of wedding tea for free with the wedding certificate received on the day. Later, the preferential business of the wedding party meal was launched. Newcomers can enjoy group meal discounts when buying wedding banquet groups.

The joint model of "New Tea+" has become a gold -suction formula in many beauty brands, creating a diversified experience for users. Such as HR (Helena) × Manner, Sephora × Lele Tea, INTO You × Luckin Coffee and other co -branded laps among consumers. In addition, tea brands and popular IP brands have launched joint products, 1+1> 2 marketing effects, making the brand and consumers capable.

Tea Yanyue not only sells new tea drinks, but also gives consumers a "nagging" service, that is, "Haidilao in the milk tea industry". The store is always prepared in time, so that customers who do not bring umbrellas without umbrellas in rainy days will be used; the weather is hot, and the clerk will send unlimited renewal ice water to the cups for a long time.

Industry experts point out that in order to achieve sustainable development, the tea brand must also make large adjustments in terms of quality, brand, service system, and customer stickiness. At the same time, adherence to the principle of food safety can we be recognized by consumers.

Xinhua Daily · Jiaojiao Point reporter Hong Ye Tian Mochi Ding Qianqi

Video Wang Ruifeng Yu Qinyong

- END -