Now Xicha, Nexue and so on almost monopolize the entire domestic tea drink market, but in Changsha, tea YanYueSe occupies a place.

A while ago, Tea Face was once again on the hot search for its list of small bills ("The official website and recruitment of franchisees are fake, we will sue them when we have money ......"), and in just a few months, this is already the 3rd time it has been on the hot search.

Cha Yan Yue Shi, a tea brand founded in Changsha in 2013, currently has more than 100 directly-managed stores in Changsha, realizing full coverage of the market in Changsha, and also owns a sub-brand, "Zhihu Cha Yu". Because of its products, decoration and surrounding are permeated with a strong "Chinese style", by young people nowadays sought after.

In addition to its signature product, the "Orchid Latte", the "permanent claim for a cup of fresh tea", the unconventional copywriting, and even the official WeChat exposing itself to blackmail (the video of its own stores operating in violation of the law), have also won the praise of fans.

Marketing programs such as preparing a small medicine box for free and half-price second cup on rainy days are also refreshing.

In the new tea drink industry, Xicha and Nexue's Tea are the two brands most discussed by the public and the two models most imitated. Outside of these two brands, Tea Yum Yum has brought a new ecology to the industry with the 3rd way of new tea drinks!

Today, Light Meal Jun will talk to you about the brand genes of Tea Yum Yum Color.

01

Chinese style of visual experience

The founder of Tea Face Joyful Colors, Lv Liang, had a particularly artistic entrepreneurial motivation, and did not want to be bound by the system of freedom of the soul, and the threshold of catering is low. He has opened a brisket store, joined the Taiwan-style tea store, "Party A and Party B have done, which also did not fall good".

In 2013, Lv Liang, a serial entrepreneurial failure, was inspired by Chinese music, and drew the logo of the classical lady of the tea ceremony with his daughter-in-law as the prototype.

On Dec. 28 of the same year, the first store was opened in Changsha's Huangxing Plaza.

At the beginning of the business, Lv Liang positioned his brand as a new Chinese tea drink, adopting a Chinese-style VI style and store decoration. And he has consistently maintained this style in the subsequent naming of products, material design and development of peripheral products.

There is a major problem in the advertising industry; positioning is easy and execution is difficult. Lv Liang in the operation of the tea color more than five years, in order to continue this style, very costly. Door decoration, store layout are used in Chinese style; members are commonly referred to as the little master; each product name: the orchid latte, sound oolong, etc., are the same tone, classical, poetic.

And has bought the court painter Lang Shining, as well as other famous paintings copyright, *** counting the cost of millions. Not only in the cup painted with thousands of miles of rivers and mountains, store posters are also ancient style wallpaper level. Even opened a concept store, "square inch peach blossom" from the peach blossom garden, is the plot of the Chinese people for thousands of years; "a lot of fish" concept store will be the "sea of wrong picture" of the fish moved into the Taiping Street. Peripheral products, tin cans of tea, cups, bookmarks are like things "placed in the museum".