"After the Spring Festival in 2017, Imperial Tea has changed its name to HeyTea and opened its first store in Shanghai, instantly triggering hundreds of people queuing for hours. Nearly 4,000 cups are sold every day. This is already Nie Yunchen's fiftieth store.

"The above is what a certain media reported. If the data is correct, Heytea has become an Internet celebrity. What is the concept of 4,000 cups? It is also about 100 square meters. The Zoo Coffee near my home is attached to the 5th floor of Dasheng Supermarket.

With a lot of traffic and good products (I am a regular customer), the daily sales are only about 400 cups. Although the unit price per customer is high (20 yuan for Heytea and 32 yuan for the coffee shop), it is still a small difference.

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The phenomenon of "queuing shops" is not difficult to encounter in life, such as the legend of Wudaokou and the King of Jujube Cake who has moved to other places;

The reported stinky tofu entrance; or the cake shop you encounter when you get off the subway, which is said to originate from Taiwan.

What an inexplicable queue.

I think most friends who see "queuing stores" will be jealous and wish they could open one of their own. The initial investment is less than 300,000, and the monthly net profit is calculated as 100,000. What else is there to think about?

What else is there to discuss about Xiongan?

But I have also personally experienced such a case: at the subway entrance on Suzhou Street, there is also a Jujube Cake King (a copycat of Wudaokou). I have bought it several times. It tastes good, and it costs 12 yuan to buy a pound and get half a pound free.

There was also a queue at the beginning of this store. Every time I passed by and saw the busy figure of the young man, I would doubt the meaning of my work.

But I didn't expect that the plot would turn around. In just two or three months, this store was already deserted.

This is not an isolated case: 1. The once most popular gourmet restaurant "Looking Up to Baotou Bu" sells Shandong multi-grain pancakes that are commonly seen on the streets. It became very popular after it opened in May last year. At its peak, the queue lasted 5 hours.

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But now I find that there are 4 to 5 clerks in the store, but there are only a few customers waiting, not as many as the clerks.

2. An ice cream shop called "Remicco" also had long queues last summer.

This store uses "Wuyun Ice Cream" as its signboard, but when I recently searched for the store on the Dianping app, I couldn't find it in Raffles City.

It turns out that this store just closed at the end of January this year.

3. The first "Uncle Chesi" store opened in Jiuguang Department Store in February 2013. It was always surrounded by people queuing up on three levels inside and outside. It could sell more than 700 cheesecakes a day, and it has opened more than 20 stores.

shop, but when I went to the basement level of Jiuguang yesterday, I found that the original "Uncle Chesi" had been replaced by a Nyonya dim sum shop.

In addition, there are also the former Scum Cake, Street Guest, Happy Lemon, CoCo, Diandian... These stores seem to have their own characteristics. They were all popular when they first opened, but their popularity fell back later.

Such projects (including Heytea) all have the same characteristics: they are targeted at young people, fast-moving consumer goods, and are opened in places with a large flow of people. However, the weakness is that there is almost no threshold. Once you prove that this thing can make money and can

If there is a fire, there will be all kinds of copycats and followers, and even the resources of followers will be difficult for you to match.

This is especially true for projects like Heytea: the tea beverage business has a simple supply chain, low costs, simple formulas, easy access to raw materials, and low barriers.

Under this current situation, the entry of imitators will quickly dilute the industry profits.

So the question is?

Is Heytea a good project?

Why did this store, which is likely to make the same mistakes again, receive an investment of 100 million from IDG?

I researched for a whole night and discovered that Heytea’s core competitiveness lies in its direct-operated chain stores.

Before launching into Heytea’s strategy, let me first talk about a topic: Why chain stores when there is almost no threshold for business?

You have 50 stores, but what's the difference from 50 organizations with the same name?

You see, it is difficult to chain breakfast restaurants, because anyone can do it. Chaining will increase the cost of management and unified scheduling. In addition, the enthusiasm of individual store owners is fully mobilized. After calculation, chaining cannot make people happy.

The average store makes more money.

Otherwise, come out with a manager, find all the breakfast restaurants in Chaoyang District, and ask them to unite.

Chen Li from Wudaokou solved the issue of single stores.

After getting through, everyone will think of expansion. Do you think Chen Li doesn't want to expand?

In fact, as early as 2010, Chen Li had thought about it, but in order to ensure quality, he still had to check 3 to 5 key links. Working 14 hours a day, a boss did the work of a skilled worker.

He said he couldn't join the franchise?

Because tools and raw materials are popular, there are no hard-to-buy items, and there are no franchise barriers; physical stores emphasize the freshness of products, and their products are closely related to sales, season, weather, etc., and there are many uncontrollable factors.

Therefore, he also ruled out joining.

But he ignored another way - direct chain operation.

As for why he has never taken this path, it is unknown to the outside world except that he is rich and has a lot of things to do, such as taking care of his family. It is probably a strange reason.