With consumer spending weak and food service traffic down, it's worth looking at how the company is holding up against the trend. The queues are still strong in every city where Hi-Tea is present, and it recently brought its stores and the story of "Love is Magic" to the Shanghai Disney town, which made its peers "jealous and envious". In the opinion of Neo, the founder of Xicha, this is not something to be proud of, but a stage in the development of a brand. "Twenty or thirty years ago, McDonald's, KFC, Starbucks just entered China, is not even more sensational city? It's just that there hasn't been a new brand like that in many years."

This year, Lin Nan and Neo had a half-day "walking talk" on the streets of Shenzhen, and Neo was very honest with me about the tricks of the trade in products and brands. I was impressed by three points:

1, to redefine a niche industry, Xicha has a whole set of methodology.

2, peers in the eyes of the young man with "predisposition to wisdom (innate intelligence, very early enlightenment)", primary and secondary school to familiarize themselves with general knowledge, to Steve Jobs as their spiritual coordinates, thinking logic and life aspirations have a solid root, which allows him to touch the essence of the ability is very strong;

1, redefining a niche industry, Joy Tea has a complete set of methodology.

3, the success of the tea, because of the real read the young people.

Golden Phoenix Tea King is one of the signboards of Xi Cha, neo found that girls like more refreshing tea, do not like too strong, so several kinds of refreshing tea blending, especially added a baking process, in order to ensure that the tea flavor is enough in the case of the bitter taste the less the better, the selling point is that it is roasted flavor, more fragrant, more elevated to become a point of memory for the taste of this tea. neo has been told IDG Capital that the taste of each type of Xicha tea is different, and if the taste is completely similar, unnecessary SKUs will be removed from the menu.

In addition to flavor and texture, there is another important dimension to making tea drinks: aroma. For example, grapefruit, lemon and other citrus fruits, not much texture to speak of, but the aroma is very strong, not only the smell of the front of the aroma, but also after moistening through the throat sprayed out the back of the aroma. Hi-Tea had wanted to launch a Chelsea tea drink, Chelsea has a sweet flavor, chewy, but no aroma, made out of just a cup of juice, so give up.