Secondly, as a person who is interested in studying the psychology of all kinds of consumers, I also want to know what makes this brand of milk tea from a third-tier city so popular that it takes at least half an hour to have a cup of tea no matter you go to any store in Guangzhou or Shenzhen.
So the following content starts from my curiosity, focusing on perceptual knowledge and less on rational research. Everyone has a different view or a deeper view. Welcome to exchange and discuss ~
I recall carefully that my first contact with milk tea was in Beigang, a small shop called Tancha in the university town. I remember that this store was quite popular in the university town at that time, because there were half-price activities after 10 in the evening, and sometimes there were long queues at the door of the store. However, the last time I went to the university town, it seemed that the store had been renamed "Sigh X". I can't remember the specific name, because I was just passing by, and I only left a little impression on the circular play of Jay Chou's songs in the store. (Maybe it's because I'm almost abnormal single-minded and picky about food. Anyone who tastes delicious items will go to that store, and other stores will never come into my sight again. )
And I still have some memories of this store, because I remember ordering a whole bra in this store. You're right, pure bra. I remember that the price of a cup of Oolong with a nipple was 12 yuan, plus a nipple from 4 yuan. I asked the shop assistant how many nipples Oolong took up in the cup, and the shop assistant said it was a quarter. Then I said, add three nipples.
So I got my cup of milk tea without tea with satisfaction in the surprised expression of the clerk, and drank it at once. Although it's really refreshing, it's not surprising that this cup of pure milk tea is so boring that I haven't touched it for at least two months.
Gradually, it seems that Gongcha has become famous, but this rapidly expanding milk-covered tea seems to be mediocre. Some friends have recommended their milk green and third brother ash to me, but there is nothing amazing after trying it. Then came the cottage brands such as Imperial Tea and Imperial Tea. In fact, at that time, I had never met the deity who loved tea. Yes, before it was renamed, I didn't touch it when it was called Imperial Tea, because I always thought it was like this after drinking so much milk tea. These shops even have to go to a tea shop. No wonder they can't do it themselves.
Until one day, I witnessed the long queue in Xicha.
It's probably just an ordinary Friday night, having dinner with the chef in the coastal city. Reasonably speaking, I refused to go to the seaside city for dinner on Friday night, because I had to wait everywhere, and I almost ate up the whole seaside city, so I didn't go to the seaside city for a long time, and I didn't know that the only tea shop in Shenzhen had opened during this period.
At that time, it was about 19:30, which was probably the time when some people who got off work earlier had just made an appointment for dinner. I was waiting for Dad Xing and other chefs, but I saw a long line of people on the opposite side, from the door of Ai Tea Shop to the left, with about a dozen facades. The scene is very spectacular. Until the chef came, the number of people only increased, and the latecomers didn't seem to have any intention of shrinking because of this team, and the queues were endless.
When the chef arrived, he asked me if I wanted a drink. I refused decisively, because at that time, we all deeply doubted the ability of Shenzhen people to taste delicious food and ridiculed that there were too few delicious things in this place, so these people were so crazy that they even sneered at this queuing phenomenon (it turned out to be a slap in the face); Plus the dishes that usually wait so long, no matter who gives it a score, it is more or less biased. So when I first met Xi Tea, I didn't queue up to buy a cup of milk tea. I drank it for nearly an hour.
So for a long time, I didn't pay attention to this brand again, until one day I saw a circle of friends sent by a brother in Guangzhou and described the hot scene of the opening of the first hi-tea shop in Guangzhou, which really aroused my interest: didn't hi-tea expand simultaneously in Guangzhou and Shenzhen? Will Guangzhou people who have tasted delicious food succumb to this cup of tea?
As a beautiful girl in a rebellious period, I have no choice. I think we have to see how delicious it is anyway, so this time I volunteered to cook a New Year's Eve dinner in Coastal City, but because I really didn't want to wait in line, I rolled around and asked the chef who was an hour ahead of me to help me queue up for a cup of happy tea.
Unexpectedly, this drink fell into a big pit.
The first cup of Xi tea I drank, I can't remember its name now. It seems that Xi Tea has updated its menu since then, and now I can't buy this cup. I only remember that I got it at that time, and I didn't have time to study its simple but exquisite outer packaging. I can't wait to open the lid of the cup, revealing a thick layer of milk lid prepared in the picture below, with two rose petals floating on it, mixed with the fragrance of cheese and milk.
"I've never seen such a conscientious shop" was my first impression of it, and then one bite, two bites, three bites ... I completely fell, and the milk smell was so strong and the taste was strong. Just now the nipple dumped other milk tea for several blocks. Then the tea part surprised me again. I ordered a cup of hot drink, but I thought it was just the taste of ordinary tea bags. I didn't expect the tea under the milk cover to have a faint milk fragrance for some reason, but it was not boring at all, and the entrance was silky and delicious. In fact, everyone who knows me well knows that I never drink any milk tea except milk tea, yogurt, soybean milk and raw juice. But at this time, my taste has completely succumbed to hi-tea, which not only successfully captured my stomach, but also occupied the unique position of milk tea and even drinks in my heart.
This description may be exaggerated, and you may be as confused as I was at the beginning after reading this article. But I have to admit that tea-loving products are really made with heart, and I think this is also an important reason why their popularity is different from that of regular "tea". The secret of drinking tea online is this:
-Tea soup was extracted with 100 high temperature water for 60s under high pressure.
-each tea bag is only used once to ensure the tea fragrance to the greatest extent;
-There are many kinds of teas in different regions;
-Blocky cheese imported from Australia and fresh milk imported from Europe to create high-quality breast covers.
Whether this "open secret recipe" is true or not, at least from my personal experience, the taste of tea really deserves its current reputation and brand awareness.
So besides the product itself, what other factors have made today's love of tea? I visited almost all the tea shops in Guangzhou and Shenzhen and drank all the signs in the shop, which can be roughly summarized as follows:
1. Store display and store space. The storefront display of Xicha is actually very similar to Starbucks, which conforms to the aesthetics of modern 8090 consumers, and the storefront environment is comfortable and elegant. But the difference is that a large part of the area in Xicha Store is reserved for the production area, and the space in the store is relatively small, which also leads to the phenomenon of people queuing outside the store, and the people queuing have become the "free outdoor advertising" of this store.
2. Curiosity and conformity. Here I belong to the former, curious about how delicious it is, and I was sucked by a wave of powder when I first came. There are still many consumers who are "herd mentality", and some pass by and see many people waiting in line, so they want to try it themselves; The other part is that I saw friends around me praising it from various new media channels, so I had to try to buy a drink and send a photo to my circle of friends before I could get along.
3. Consumption upgrading and the pursuit of consumption added value. Now the main consumer in emerging fields belongs to the post-90 s, and people of this age group begin to enter the income growth period. The consumption power of this generation is closely related to their consumption habits and growth environment. Their spiritual level first reached a higher level, but the material level was difficult to support. Therefore, the current consumption upgrade actually meets the needs of intermediate luxury goods, that is, light luxury. As a result, a product appeared in the market: the price was relatively high, but the added value of service and experience was greatly improved. This gives a choice to the consumer groups who have high spiritual pursuit and cannot keep up with the material level. This choice is luxury, and loving tea belongs to the luxury of beverage or milk tea.
But in my opinion, the added value of consumption here may not only include the product experience, but some consumers also pursue the brand effect and label brought by this brand. I won't judge whether this kind of consumption mentality is right or not for the time being. However, whether this kind of consumers admit it or not, sometimes they will engage in some consumption behaviors in order to reflect their "level" and "taste" and even their status. From eating, drinking and having fun to dressing and living, every choice of their consumption behavior and every time they bask in a circle of friends are telling others: hey, look, I'm not alone with you, or, hey, I'm actually in the same circle with you.
4. Marketing means+spontaneous word-of-mouth marketing. To sum up the above two points, this is actually complementary. Such hot tea, I finally queued up to buy it. How can I make a circle of friends without basking in a Weibo? A fairy like me can't avoid customs (face). As a result, consumers spontaneously became the brand spokesperson of tea (well, I know I am, too. Such ten thousand people's influence can trigger a bigger round of brand communication.
Compared with such word-of-mouth communication, the marketing method of hi-tea is insignificant, but it is still worth mentioning. For example, the scene of the opening of a new store, such as getting a cup of happy tea for free with your birthday ID card, has won a lot of extra popularity for it. After all, a cup of Xi tea, which is usually expensive, delicious and hard to buy, can be drunk for free on your birthday. Why not?
At this point, this article is finally finished ~ sprinkle flowers and have a cup of cheese raspberry. I feel that the writing is too slow, and I have to change my route after thinking about it. Finally, once again, this is really not a promotion article about Xicha, but if you can, please help me forward it, expand my influence, let the ceo of Xicha see it, and pay me the advertising fee. Hahaha, it's not bad to have a chance to drink tea for free once a month or the privilege of not waiting in line once a month! It's so worthless, hide. ...