May 12, 2012, Jiangmen, Guangdong Province, an alley named Jiangbianli was born in the first HEEKCAA, formerly known as the Royal Tea ROYALTEA. as the first creator of cheese milk tea. Unlike the production of rough, cheap tea traditional milk tea tea drinks on the market, HEEKCAA focuses on presenting high-quality tea from all over the world, so that the tea drink this ancient culture has a new vitality. The goal of Hi-Tea is to make it easy for customers to drink their favorite teas.
In the beginning, the development of Xijiazha was not smooth, the first store was operating poorly, only a few hundred or even a few dozen turnover a day. Neo, the founder of Hi-Tea, cared a lot about the product, collecting feedback on microblogging and other channels and iterating the product every day. He knows that the basic skill of a restaurant is to ensure that all products are not difficult to eat. If a guest eats a bad product, they won't come back next time. On the contrary, if the guest eats all the products that are not difficult to eat, they will come back next time. On the premise of not difficult to eat, you have new products, have the main delicious products, will continue to attract guests. Xicha relies on this kind of continuous improvement and new products to accumulate the first batch of fans.
Xi Cha was actually called Royal Tea before, but Xi Cha mainly positioned itself as a social currency, representing the high quality, high enjoyment of petty life under the consumer upgrading. Consumers are mostly young people, and the first thing every consumer does after lining up to get a cup of tea is to take a picture of it and send it to their friends, using it to benchmark themselves and shape their image in the circle of friends. Through the tea itself, coupled with the store's petit bourgeois decoration, it creates a slow and high-quality life atmosphere. Such a cycle, the brand effect is getting bigger and bigger, hi tea is getting hotter and hotter.