201May 12, the first store of Xicha opened in Jiuzhong Street, Jiangmen City, Guangdong Province.

Queue for seven hours, resell scalpers at high prices, and buy a cup of milk tea instead of a train ticket. After the fire spread all over the Pearl River Delta, "Internet celebrity" Xicha landed in Shanghai after the Spring Festival and opened its first branch in the Yangtze River Delta region in raffles city. Just like when I first entered the Shenzhen-Guangzhou market, as soon as Xicha Shanghai Store opened, the scene of hundreds of people queuing every day exploded the social network.

In addition, a cup of 20-30 yuan milk tea was fried to 70-80 yuan, and news of active scalpers and daigou came out, and questions about hunger marketing and speculation followed. Visiting Guangzhou and Shanghai, I found that queuing at the entrance of Xiqiao has become the norm. However, compared with the popularity of seven-hour queuing in Shanghai stores, it is relatively rational for Xicha to enter the Guangzhou market earlier and with more branches, with an average queuing time of about half an hour. Respondents all said that the taste of Xi tea was good on the whole, but it was not worthwhile to queue for a cup of milk tea for seven hours.

Experts pointed out that this is a symbolic consumption and irrational. At this time, the significance does not lie in the milk tea itself. It doesn't matter whether it's good or not, but being able to buy such goods sends a signal to friends in chat and social networks, that is, I bought something that is difficult to buy and none of you have.

Xicha official website: Web link