Why is the tea industry gaining popularity?

The tea industry is becoming the "new money" chased by capital.

Also positioned as a new style of tea drinks, because of the flavor of tea, Liu Qiangdong received 500 million yuan financing; matcha food brand "off tea" recently completed a ten million yuan of Pre-A round of financing. The logic behind it can be seen from the tea.

Compared with restaurants, which have a turnover rate of 5-8 times a day at most, the sales of a 100-square-meter store can be comparable to those of a restaurant with hundreds of square meters. In terms of consumption time, unlike restaurants or mom-and-pop shops that focus on specific time periods, customers' demand for tea can last from early morning to late at night throughout the day. In addition, also facing young people and white-collar workers, tea drinks and coffee, compared with the former is more suitable for Chinese tastes.

So it can be said that Xi-cha's emergence as a dark horse and its huge financing is a natural part of the new trend. Along with it is more investors take the initiative to extend the olive branch, but Nie Yunchen is very calm about it.

"Investors look at our team, not the so-called wind mouth." Although many voices in the outside world is talking about the tea drink is the wind mouth of consumer upgrading, Nie Yunchen will never mention the concept of "wind mouth", for him, the tea drink is a real objective needs, do not need wind mouth to blow it up, not as long as you seize the opportunity to succeed, "the key is still consumers like", his original intention has not changed.

IDG Capital's investor commented, "Nie Yunchen is a firm dreamer at heart, very focused on the polishing of the product, and has high requirements for the product. Therefore, from their first store, Xi Cha insisted on using the industry's top upstream suppliers, and he will work with suppliers to continuously research new products. That ultimately impressed us."

But even though he's been working hard to upgrade his products, Nie Yunchen is still anxious. "A lot of things can't break through to do better is the biggest difficulty along the way. There's no obvious failure, but you'll know that what you have isn't good enough, yet you can't find the direction to do it better." ? He admits, "It's either the product, the stores, or the management, and when you can't find the direction to do better, it's very frustrating."

The speed of development is also imperative. The market is in the early stages, is still huge, Nie Yunchen began to accelerate the run. And now for Xi tea, it is the transition from trend to daily consumption, so that consumers appreciate the cultural heritage behind the key moment.