Overlord tea Ji sincerely apologized, I saw the strategy of creating a new tea drink to create explosive products

It is not compromised on the quality of the product, responsible for consumers 100 %, and cannot just shout slogans. More importantly, it is practiced.

This article was originally launched by the red meal network (ID: hongcan18), author: Yanzi.

A few days ago, Zhang Junjie, the founder of the tea brand Bawang Tea Ji, personally "apologized for the taste of the product", which attracted widespread attention in the industry. Related topics even appeared on the Weibo hot search list.

A "product crisis" that was just 19 days was successfully resolved, not only the brand reputation was not damaged, but also won a lot of goodwill.

Let's take a look today. This incident gives the catering person's 4 points.

On the Weibo hot search list, the founder of Overlord Tea Ji personally apologized and promised compensation

On August 24th, the public account of the Overlord Tea Ji released an apology letter entitled "Coconut is not delicious, it's all my fault".

The founder Zhang Junjie admitted to the reader in the letter that the coconut water series of coconut water series that had been released before received a lot of bad feedback, and he was very ashamed, so he sincerely said sorry to everyone.

In order to make up for tea friends, he promised to make compensation. All customers who bought coconut water series products can get a new new annual new product on August 26. At the same time, the brand will remove the existing coconut aquatic products. After adjusting and upgrading the production formula, it will once again offer higher -quality new coconut water.

In order to express his sincerity, Zhang Junjie also said that he will be the CSO (chief apologizer) of Overlord Tea Ji. In the future, tea friends can contact him at any time and attach their own corporate WeChat business cards.

Red Dian.com noticed that this apology letter quickly caused a large response. Usually the reading volume of the Tyrannosaurus Tea Ji Public Account article was about 10,000 or 20,000, and the readings of the apology letter reached 100,000 +, And thousands of readers commented and forwarded.

On August 25, the topic of "CSO turned out to be the chief apology officer" rushed directly into the Weibo hot search list. Many netizens are surprised that the "founder's apology for the taste of the product" seems a bit "small question". In the current beverage industry, although many brands have played the slogan of "re -doing", the founder publicly acknowledged that the product is not good and apologized to customers.

It is understood that the reputation of the Overlord Tea Ji in the consumer group has always been good. It was founded in 2017. It is located in the new Chinese national wind tea brand. The taste is more "more tea" than most milk tea products on the market.

Or because of the advantages of differentiated products and market positioning, in the first half of last year, Overlord Tea Ji continuously completed the A round and B financing, and the size of the store has also entered the rapid growth channel. So far, there are more than 650 global stores. Guizhou and Guangxi and other southwestern regions infiltrate Central China and East China.

It is worth mentioning that Overlord Tea Ji not only expands in an orderly manner in China, but also has opened up new growth points in overseas markets with "going to sea". As of now, more than 50 stores in Malaysia, Singapore and Thailand in Southeast Asia have opened more than 50 stores.

With the law of frankness, bad things can become a good thing

In response to the Coconut Water incident of Overlord Tea Ji, some people in the industry bluntly said that the move not only successfully resolved the "trust crisis" of coconut water, did not lose the good reputation of the brand's long -term accumulation, but also circled a big wave of goodwill. On the other hand, it was successfully imported by new products released on August 26 and pushed it to the apex of market attention.

Bad things become a good thing. The key is that the key is "sincerity". The catering industry is very rare for the founders to apologize, not to mention that the founder personally publicly admits his own shortcomings and takes out the practical measures of compensation. It is really the general brand dare not do it.

Actively acknowledging that the weakness is against the personal nature, it is a difficult thing in itself, let alone put itself under the spotlight of the industry. Many catering operators, when facing the criticisms that have been criticized, are at most silently, and will not publicly admit that their products are not good.

The actions of "putting down the face" of Overlord Tea Ji show that it attaches great importance to the experience of consumer product experience. It is also this kind of frankness that has caused fans and even passers -by to praise, and they have a good opinion of the brand.

The "22 Commercial Regulations", known as the Book of Merchants, has summarized a "frank law": first admits its shortcomings, and then transform it into an advantage to make your products more popular.

Frank law is an effective product operation strategy. Promoting your strengths need to be proved, but you do not need to prove that you have to admit your weaknesses. Therefore, frankness can eliminate customers' alertness and make it easier for customers to accept and recognize.

However, the book also reminds that the "disadvantages" of the brand's frankness must be widely considered to be the disadvantages of the disadvantages. Frankly content must be recognized by consumers, and the disadvantages must be transformed quickly. I will feel confused.

In this apology incident of Overlord Tea Ji, a considerable part of the feedback of coconut water is not good, so the brand apologize sincerely, removed the shelves in a timely manner, and make up for the behavior. Responsible for customers, and then think that this is a rare brand. As a result, consumers' favor for the brand naturally continues to increase.

Products are brand assets and are the biggest competitive advantages

On August 26, the new product compensated by Overlord Cha Ji revealed the veil. The new adoption of new products attracts the promotion of consumers of coconut water. "Going to Yunnan · Rose Pu'er" became a store sales king on the day of listing, and the single -day sales accounted for more than 20%. "Going to Yunnan · Rose Pu'er" is a new product created by Overlord Tea Ji in 2022. It belongs to its main original leaf fresh milk tea series. This series of sales accounted for over 70 %. Word of mouth is the best. In other words, Tyrannosaurus Ji Ji used his best products to make up for consumers' dissatisfaction with the previous product, re -establish product quality standards, and shape the brand's favor.

Undoubtedly, this product is the most suitable and the most effective.

Bawang Tea Ji can successfully resolve this product crisis. The brand's sincere attitude is one aspect. The more important factor is that the product itself. For a tea brand, if the product is not good, even if the marketing is clever and sincere, consumers will not pay. This kind of ultimate product pursuit and good reputation due to the accumulation of products are the root cause of impressing consumers.

And choosing a super confident product to replace the coconut water that is removed, and it also reflects the product strategy of the Bawang Tea Ji to continue creating a classic big item. This is also the competitive advantage that has been verified from operations in the past five years.

Zhang Junjie once said that if the Overlord Tea Ji wants to go global, there must be basic models. Just like McDonald's, KFC, and Starbucks, these global unicorn have their own basic single products. This product has high standardization, strong universality, high repurchase rate, and the highest scale efficiency.

Therefore, at the beginning of the founding of Overlord Tea Ji, the product development strategy of the main basic single product was established, and it has been committed to creating its own classic items. For example, since its establishment, the highest reputation and the highest repurchase Boya string, this SKU sales accounted for 25%-30%of the total.

In recent years, with the rapid growth of the scale of the tea market, new brands of tea drinks have emerged endlessly, and the industry's inside rolls are becoming more and more serious. Everyone is fighting the speed of innovative products. However, Overlord Tea Ji put a lot of energy on continuous optimization, iterative old products, and upgrading the original tea. For example, the product of Bo Ya Zexian has iterated seven times in more than five years.

Zhang Junjie said that the product is also a brand's asset retention. If new products are continuously iterated, the brand's product mind will continue to lose. And this is the logic behind the basic model of the Bawang Tea Ji.

Looking at the problem with longer eyes, the category prosperity can bring more opportunities to the brand

In addition to sincere attitudes and solid products, Tyrannosaa Ji Ji rejected the reversal reputation, but it also lies in a new product view of the new product to promote the win -win pattern of the industry.

After the "apology incident", the popularity of coconut water reached a new high. Not only did the consumption discussions pay attention, but the brand side also followed the "hot spot" follow -up.

Coconut water belongs to a hot product of the tea industry this year. It can be seen from the huge amount of calculations that the "coconut water" heat has grown rapidly after entering 2022, reaching its peak this summer. In Xiaohongshu, there are 200,000+ articles related to "Coconut Water".

△ Picture Source: huge amount of calculations

Coconut water is widely sought after by consumers, and multiple tea brands have launched related products. However, the Red Dining Network found that no brand has successfully achieved the creation of coconut water explosive products, and many brands of coconut water have emerged online reviews. The coconut water removed from the overlord tea also showed feedback from polarization. Some customers sought after the product and felt delicious, and some customers thought that the taste was faint.

Because the coconut water itself is difficult to adjust, there is no need to apologize for it. Behind the active and active, Red Meal Network believes that this has also had a positive impact on the evolution of coconut water and the win -win development of the industry.

On the surface, Tyrannosa tea Ji helped the popularity of coconut water, and more and more brands participated in it. In the deep perspective, the first strict requirements for the Overlord Cha Ji to show the product are equivalent to setting the labeling of coconut water. To a certain extent, it can drive the entire industry to upgrade the upgrade and iteration of coconut aquatic products. Development in a more complete direction.

Just like "Prince of Charlie" posted "I really admire" and pointed out, "Because of the continuous and refined spirit of friends in the beverage industry, the industry continues to rise, and various brands are more active and innovative."

The tea industry is the same as the catering industry. It is a market that is full of flowers. It is not only the first and second big trees that can survive, and the grass has its own space. Only when the entire market is prosperous can the fertile soil nourish every brand.

After the extensive development of the tea industry in the past few years, the tea industry has now entered the refined operation stage of the brand. What is the brand? Bawang Cha Ji practiced his understanding with this public apology.

The product is not done well. When you get out of the shelves in a timely manner, you will apologize sincerely, take a serious review, not compromise with your own product quality. It is 100 % responsible for consumers. It is also the true meaning of the business of catering operators.

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