A differentiated brand positioning

When Lv Liang founded Tea Yen Yue Sai, he realized that it would be difficult to survive if he didn't make a difference, given that there were already many well-established and well-known brands on the market. First of all, he chose a "Chinese literary" name - Tea Yen Yue Sai - and the "Chinese-style beauty picture" was the biggest highlight.

In the era of face value is justice, the streets are all similar to CoCo's cute, cartoon style, Tea Yen Yue Sai chose the Chinese style, to find a differentiated brand positioning.

Two, rubbing on the flow of the tea drink outbreak

Step on the track, just before the new tea drink market took off into the game. By 2017, the tea drink category exploded, and Tea Yen Yueshi also entered a period of rapid store opening. The rapid start of the entire market also "fly" tea color.

Hi tea and Naixue's tea, the two head brands, lit the fire of the "new tea drink" in the first and second-tier cities, completed the A round of financing in 2016 and 2017, respectively.

The first time the tea was noticed by the whole country was in 2018, when the founders of Xicha and Naixue's tea were at loggerheads, accidentally putting the tea on the hot search.

Three, stepping on the wind mouth of the Chinese style

The current era of the popularity of the national trend culture, the tea color is just in time to catch up with this wave of trend. Catering to the cultural trend of promoting national products in recent years, and very understanding of young people, want not to fire are difficult. The Chinese trend represented by the Palace Museum is quite popular among young consumers, and those cultural and creative products with Chinese flavor are very popular among young people.

The tea is positioned as a Chinese tea drink, whether it is the brand name, products, or visual design, showing a strong Chinese flavor, which also laid the foundation for it and young people to play hot.

Four, the price is friendly

Currently in the Chinese tea drinks jianghu, the overall division into two factions. One is a purely continental faction represented by Xicha and Naixue's tea, and the other is a mixed faction represented by CoCo and a little bit.

The price of Tea Face's products ranges from $10-$22, with most under $20. That's considerably cheaper than Hi-Tea, which costs $19-$36, and Naixue's Tea, which costs $19-$33. It's about the same price as CoCo and Little Bit.

At this price, not only does it have a cultural atmosphere, but it also uses enough ingredients and tastes good. Such a tea drink brand is naturally easy to stand out from the market, consumers are willing to pay for it.

Fifth, to ensure the quality of the product

Out of the control of its stores, to ensure the quality of the product, the tea color insisted that all the stores self-operated, do not recruit franchisees. As we all know, the franchise fee for milk tea stores is very high, and some businessmen just hatch a brand, and then make a lot of money on the franchise fee, roll money away.

From the beginning of the creation, Lv Liang has put forward the "permanent right to compensation": as long as you feel that the taste is different, you can walk into any store at any time to ask for a free redo. Now the stores still continue this initiative, in Lv Liang's view, the staff in the preparation of milk tea is inevitable mistakes, affecting the quality of the product, with this approach can maintain the reputation.

Six, good drink

As milk tea, good drink is important. The first financial "2020" in the selection of the "golden signboard", the tea color is happy to mention the word of mouth NO.1. According to the questionnaire survey of the first financial, only 1.34% of the consumers of the tea color voted for disappointment, while 8.56% of the happy tea.