With the increasing demand in the domestic milk tea market, over the years, more and more milk tea shops have been opened in cities of all sizes, and milk tea brands including COCO, Mo-brew and A-Little have expanded their stores in succession, and the number of Mi-Xue Ice City stores has even exceeded 1,.

At the same time, there are more and more entrants in the milk tea industry, and even Wahaha has opened milk tea shops. Under such fierce market competition, major milk tea brands have started differentiated competition in order to occupy more markets.

For example, Xicha takes the online celebrity route with high face value; Honey snow ice city takes the sinking route by low price; Little by little, we take the mid-range route based on cost performance ... Just as the major milk tea brands are frantically competing for the market, there is a milk tea shop that is quietly emerging, and it is Modern China Tea Shop.

Modern China Tea Shop is regarded as a "junior" in the milk tea industry. It was founded in 213, much later than the establishment of Mi Xue Bing Cheng in 1997. However, the latecomers came to the top. Although Modern China Tea Shop has only been in business for seven years, its reputation is no less than that of other early tea shops.

Anyone who likes to drink milk tea must have heard of Modern China Tea Shop, but not many people have drunk it. Most people just heard of it. This is mainly because Modern China Tea Shop only opened a store in Changsha before, and its store scale has never expanded to other cities except Changsha.

how hot is Modern China Tea Shop?

During its seven years of operation, Modern China Tea Shop has opened stores in every corner of Changsha. Because of its good reputation, its sales in Changsha have been very high, and more and more stores have been opened. There were only 4 direct stores in Modern China Tea Shop in 217, but after just two years, the number of its stores has exceeded 27 so far.

This word of mouth gradually spread through the Internet. People in other cities just heard that this milk tea was delicious, but they couldn't drink it. As a result, many people will travel to Changsha to enjoy tea, and even Changsha people have launched the service of "drinking milk tea instead". It never occurred to Changsha people that it is not only Changsha stinky tofu that can represent Changsha cuisine, but now there is another Modern China Tea Shop.

gradually, with the spread of the internet, Modern China Tea Shop has gradually become a online celebrity tea shop that doesn't like tea, and more and more people want to drink this "Changsha exclusive". Finally, on December 1st, Modern China Tea Shop opened his first store in Wuhan.

This is the first time that Modern China Tea Shop walked out of Changsha, which once caused great repercussions. On the same day, it was announced that it would open at 1: a.m. At 8: a.m., people began to line up in the store, and then more and more people lined up. Modern China Tea Shop official Weibo said that customers at the end of the queue are expected to queue for eight hours, and each person is limited to four cups.

Because there is no take-away service in Modern China Tea Shop, people who want to drink can only buy it in stores, so some people who don't want to queue up by themselves even pay to hire take-away errands. These little brothers queue up at 7: in the morning, and the errands cost is as high as a cup of 1 yuan. Later, there was even a scalper at the scene, and a cup of milk tea 15 yuan.

why can Modern China Tea Shop be so angry?

First of all, Modern China Tea Shop definitely has hard power. Let's not talk about how advanced its management thinking is. If a tea shop wants to gain a good reputation, it must at least ensure that the milk tea tastes good. At present, the most common products in the new tea industry are milk cover tea and fruit tea, which are different from those in Modern China Tea Shop. Their products mainly include tea+cream and tea+milk foam, which makes their milk tea taste different from other milk tea shops in the market, both delicious and special.

According to the official statement of Modern China Tea Shop, it uses Nestle fresh milk, the cream on the milk cover is animal whipped cream, and even nuts are imported, so its milk tea tastes good and is naturally popular.

The unique taste is only one aspect that Modern China Tea Shop can become online celebrity milk tea. On the other hand, its brand line is also very popular. All along, Modern China Tea Shop has always followed the "Chinese style", with beautiful packaging and high value of milk tea, which is easy to attract women's consumption. As soon as the women's market is opened, Modern China Tea Shop will gradually become popular with the help of women's propaganda.

Secondly, Modern China Tea Shop's "stubborn temper" is also one of the main reasons for his fire. Different from other tea shops, Modern China Tea Shop has adopted the business model of "Hunger Marketing". Because Modern China Tea Shop has not been out of Changsha for seven years, it has an additional identity: Changsha characteristics. This kind of publicity attached to a city will have a very significant effect only by Changsha consumers' own communication.

After its fame, Modern China Tea Shop has now relaxed its "hunger marketing" to release the demand of other cities. At this time, with word of mouth and market, as long as you open a shop, you can attract a large number of consumers. After all, according to consumers' habits, newly opened stores are often more attractive to those resident milk tea brands after drinking too much, especially Modern China Tea Shop, a online celebrity milk tea shop.

Now its store in Wuhan is just the beginning. It is expected that Modern China Tea Shop will expand its stores in more cities across the country, and its popularity may not be worse than that of Wuhan stores.

In addition, the fire in Modern China Tea Shop was caused by its good knowledge of marketing. Of course, the business model of "Hunger Marketing" is only one aspect, and the biggest "bright spot" of Modern China Tea Shop is that it is very good at using "Internet operation thinking".

For example, in early November this year, Modern China Tea Shop officials held the first "Tucao Conference" in Modern China Tea Shop, which collected such things as "How to make a tea shop every ten steps, and every family queued up" and "There is no takeaway, so stores have to queue up! Problems that are hotly debated by netizens, such as bad reviews, seem to be self-deprecating, but they are actually highlighting their own highlights.

In this way, Modern China Tea Shop has made use of the Internet environment to let more people know about it. This is only the first "Tucao Conference", and it is estimated that there will be the second, third and fourth sessions. In this way, Modern China Tea Shop invisibly highlights the brand strength and maximizes the publicity effect.

Not only that, as a milk tea shop, Modern China Tea Shop even sells all kinds of peripheral products, including scented tea, teacups, umbrellas, travel cups, etc., and builds brand strength while doing publicity. Gradually, Modern China Tea Shop has established a "high-end" image. Coupled with the characteristics of no take-out and limited geographical area, Modern China Tea Shop has become a luxury store, which has expanded its reputation by taking advantage of its scarcity. After the fame started, the market was harvested by the "hard power" of milk tea itself, thus becoming the online celebrity of milk tea industry.