People only see Xi-tea is now the fire cooking oil, but I see, it is to the most dangerous moment!

First, queuing is a ruse, and hunger marketing is a double-edged sword

There are rumors that most of the $100 million that Xijia took was spent on hiring people to queue up. That's an exaggeration, but I'm sure the company hasn't spent a lot of money on queues and publicity

What should a regional brand without a broad mass base do if it wants to gain a foothold in Shanghai? Not enough to stimulate eyeballs and consumption? Oh, I heard that many online games need to go to Google and Facebook to buy traffic and fill up popularity when they open in North America. It turns out to be a reason! Think about it, you pass by a store, first, you have never heard of the name, second, the front door is cold and empty, you are happy to enter? However, starvation marketing is a risky move, once the product is out of line, the walls will soon fall down.

Second, the fragile product moat

In the past few years, some of the mature food and beverage brands are constantly opening side brands, such as Grandma's, Green Tea, Wangpin Formosa steak, Wangpin even opened more than 30 side brands in Taiwan, the reason for this is in the food and beverage industry can not be avoided in the end of the aging of the brand. Tea drinks are the same.

After all, the tea is only 5 years old, and all it has, so far, is its unique formula and long queues detonated by the heat.

Third, the chances of Xicha

Xicha is too fragile to withstand the rapid onslaught of other products if it doesn't improve its competitiveness across the board.