At the same time, there are more and more entrants to the milk tea industry, and even Wahaha has opened a milk tea shop. Under such fierce market competition, major milk tea brands have started differentiated competition in order to occupy more markets.
For example, hi-tea relies on high value to take the online celebrity route; Honey snow ice city takes the sinking route at a low price; Gradually, we take the mid-range route based on cost performance ... Just as the major milk tea brands are frantically competing for the market, a milk tea shop is quietly emerging, which is the modern China milk tea shop.
In the field of milk tea, Modern China Milk Tea Shop is regarded as a "junior", which was established on 20 13, much later than the time when Mixue Ice City was established on 1997. However, the latecomers came to the fore. Although the modern China Tea Shop has only been in business for seven years, it is no less famous than other early tea shops.
People who like to drink milk tea must have heard of the modern China milk tea shop, but not many people have. Most people just have. This is mainly because Modern China Tea Shop only opened one store in Changsha before, and the store scale has never expanded to other cities except Changsha.
How hot is the modern China tea shop?
After seven years of operation, Modern China Tea Shop has opened stores in every corner of Changsha. Because of its good reputation, sales in Changsha have been very high, and more and more stores have been opened. Modern China Tea Shop 20 17 has only 40 direct stores, but after only two years, the number of stores has exceeded 270.
This word of mouth gradually spread through the internet. People in other cities just heard that this milk tea is delicious, but they can't drink it. As a result, many people will travel to Changsha to taste tea, and even Changsha people have launched the service of "drinking milk tea instead". It never occurred to Changsha people that it is not only Changsha stinky tofu that can represent Changsha cuisine, but now there is a modern China tea shop.
Gradually, with the popularity of the Internet, modern China tea shops have gradually become online celebrity tea shops that don't like drinking tea, and more and more people want to drink this kind of "Changsha exclusive". Finally, on 65438+February 1 day, Hyundai China Tea Shop opened its first shop in Wuhan.
This is the first time that a tea shop in modern China walked out of Changsha, which once caused great repercussions. On the same day, it was announced that the store would open at 10 in the morning. At 8 am, people began to line up in the store, and then more and more people lined up. Weibo, the official of Modern China Tea Shop, said that the last customers are expected to queue for eight hours, and each person is limited to four cups.
Because there is no take-away service in modern China tea shop, people who want to drink can only buy it in the shop, so some people who don't want to queue up by themselves even pay for take-away errands. These little brothers lined up at 7: 00 in the morning, and the running fee was as high as 100 yuan for a cup. Later, there were even scalpers and a cup of milk tea 150 yuan.
Why can modern China tea shop be so popular?
First of all, the modern China tea shop must have hard power. Let alone how advanced its management thought is. If the tea shop wants to get a good reputation, at least it must ensure that the milk tea is delicious. At present, the most common products in the new tea industry are milk tea and fruit tea, which are different from those in modern China tea shops. Their products mainly include tea+cream and tea+milk foam, which makes their milk tea taste different from other milk tea shops on the market, both delicious and special.
According to the official statement of Modern China Tea Shop, it uses Nestle fresh milk, the cream on the milk cover is animal fresh cream, and even nuts are imported, so its milk tea tastes good and is naturally popular.
Unique taste is only one aspect that the modern China tea shop can become the network celebrity milk tea. On the other hand, its brand line is also very popular. Modern China tea shop has always followed the "Chinese style", with exquisite packaging and high value of milk tea, which is easy to attract women's consumption. As soon as the women's market opens, modern China tea shops will gradually become popular with the help of women's propaganda.
Secondly, the "stubborn temper" of modern China tea shops is also one of the main reasons for his anger. Different from other tea shops, modern China tea shops have adopted the business model of "hunger marketing". Because the modern China tea shop has not left Changsha for seven years, it has one more identity: Changsha characteristics. This kind of publicity attached to a city will have a very significant effect only by the communication of Changsha consumers themselves.
After becoming famous, modern China tea shops now relax "hunger marketing" to release the demand of other cities. At this time, with word of mouth and market, as long as you open a store, you can attract a large number of consumers. After all, according to consumers' habits, newly opened stores are often more attractive to those resident milk tea brands who have drunk too much, especially the online celebrity milk tea shop such as Modern China Milk Tea Shop.
Now its store in Wuhan is just the beginning. It is expected that Modern China Tea Shop will open stores in more cities across the country, and its popularity may not be worse than that of Wuhan Tea Shop.
In addition, the reason why modern China tea shops are popular is that they know a lot about marketing. Of course, the business model of "Hunger Marketing" is only one aspect. The biggest "bright spot" of modern China tea shops is that they are very good at using "Internet operation thinking".
For example, at the beginning of June this year 1 1, Modern China Tea Shop officially held the first "Spitting Conference" of Modern China Tea Shop, and collected "How do tea makers make every family line up" and "No takeout, stores have to line up! Bad reviews and other hot issues of netizens seem to be self-deprecating, but in fact they are highlighting their own highlights.
In this way, modern China Teahouse uses the Internet environment to let more people know about it. This is only the first "Tucao Conference", and it is estimated that there will be the second, third and fourth sessions. In this way, Modern China Tea Shop invisibly highlights the brand strength and maximizes the publicity effect.
Moreover, as a tea shop, Modern China Tea Shop even sells various peripheral products, including scented tea, tea cups, umbrellas and travel cups. Build brand strength while doing publicity. Gradually, modern China tea shops have established a "high-end" image. Coupled with the characteristics of no take-away and limited geographical area, modern China tea shop has become a luxury store, which has made use of its scarcity to expand its reputation. After the fame started, the market was harvested by the "hard power" of milk tea itself, thus becoming an online celebrity in the milk tea industry.