why do you say that the design of the hi-tea Logo will be remembered at a glance?

some people wonder if the Logo of tea is the founder's stick figure? In fact, its meaning is more universal.

From ancient times to the present, the heads of great men are printed on both domestic and foreign currencies, and most of them are side faces.

When you "read countless coins", you may not be able to recall which characters are printed on which currency, but only their * * * features: side face, hair and facial features. This is the origin of the portrait on the Logo of Xicha. And this person, there is no specific character symbol. TA can be a boy or a girl with short hair. It is not specific to what kind of person, but what TA extracts is human sexuality. We hope that when everyone sees this Logo, they will see themselves, which will cause * * *.

of course, brand building can be formed not only by a Logo, a product or a certain point.

if a new brand tastes a little better than others, it is not enough. You have to have a "comparative advantage" over the same industry to make consumers give up their original sense of security and accept a new brand again.

To this day, Xicha still keeps the habit of collecting consumer feedback every day and constantly improving its products

So we continue to plunge into product research and development, go online to see all consumer comments and feedback, and see Weibo and public comments. If our brand data base is not enough, we will search other brands to find consumers' needs and pain points.

after half a year, the cheese tea was launched for the first time, and the product was a great success, and stores began to queue up, which opened the road to development. What are the marketing methods of hi-tea? According to the store layout, hi-tea shops are mainly distributed in the first-tier cities in the north, Guangzhou and Shenzhen. These areas are densely populated, with a high degree of economic development and a high level of residents' consumption. Among them, Shenzhen is the largest immigrant city in China, with a large number of white-collar workers, fast pace of life and high ability to accept new things. It is a key strategic area for milk tea brands. With the sustained economic development and the growth of per capita disposable income, as well as the continuous upgrading and diversification of milk tea products, the consumers of milk tea are expanding and the audience scope is gradually expanding. However, Xicha is very cautious about the opening of every new store, and it has not been opened to join in the expansion. Although it started from a small shop, when Xicha entered the first-tier cities such as Guangzhou and Shenzhen, it had already given up the style of street shops of more than 3 square meters, but switched to the strategy of shopping malls of 1 square meters, and the layout also adopted the Nordic style, which looked fashionable and comfortable. In terms of product quality, in today's environment where milk tea drinks are similar, the tea base and formula are the most competitive. As far as the current milk tea market is concerned, both powdered tea and creamy tea are not recognized by consumers. Xicha has given up the cheap special broken tea for milk tea, but provided better tea bases such as oolong tea and jasmine green tea. Compared with the categories of black tea and milky green in traditional tea shops, it also uses the method of blending tea to provide blended tea bases such as Jinfeng Tea King and Four Seasons Spring, which not only plays a role in spreading gimmicks, but also plays a certain role in keeping the formula secret. Judging from the audience, most consumers who like tea are young consumers who pursue the trend. Millennials in the 198s and 199s are different from their parents. For them, price is often not the first consideration. Quality and service, even brands, rank before price. As a brand of tea, Xicha can be said to be completely aimed at young consumers and grasp the characteristics of young people "out without drinking once". After these young consumers are satisfied with the products, they will share and spread them spontaneously, so that more and more people can understand the products and the consumption information will become more transparent. At the same time, with the transparency of consumption, public opinion will guide more demand, and good brands will gain more favor. In addition, Xicha is no longer satisfied with only providing customers with the function of purchasing, but also develops the function of leisure and social interaction. Beijing Chaoyang Joy City Store covers a large area, and there are many leisure areas inside the store, where customers can socialize after buying milk tea. The black gold store covers a small area of about 98 square meters. Although there are seats in the store, most consumers still choose to pack and take them away. Moreover, hi-tea is no longer limited to places where young people gather. Before entering Shanghai, hi-tea has already started an attempt at brand cooperation. Through the cooperation with Shenzhen Airlines, we entered the "heyteatogo" activity of Shenzhen Airlines headquarters, served hot tea to the morning crew, enhanced the brand goodwill, and also cooperated with hotels and cosmetics brands to launch joint-name products. The birth of online celebrity Store is not spontaneous, but the result of the combined effect of the interests of network celebrities, network promoters, new media and the psychological needs of the audience under the network media environment. After Xicha landed in Shanghai, the waiting time of raffles city store ranged from half an hour to seven hours, and it was still "hard to find a cup" when the scalper price was at least doubled. Xicha claimed to be the ancestor of cheese milk cover tea, and created the cheese milk cover. In addition to the originality of products, Xicha also spared no effort in marketing. After obtaining financing, Xicha began to put in soft-text advertisements on a large scale. In this regard, Xicha unreservedly chose to embrace the new media and try its best to make the name of Xicha appear in everyone's circle of friends and Weibo. Take Shanghai as an example. Before the store opened, it has smashed many large-scale WeChat and well-known media in Shanghai. Buy one and get one free three days before opening, and then use the 7-hour queuing effect and consumers' spontaneous photo printing to carry out secondary communication and expand their influence. Hunger marketing is a marketing method that is never out of date. It uses the ostentation psychology of "no one has me" and the comparison psychology of "no one has me". The most widely used in hunger marketing is queuing. By controlling the number of consumers entering the market or the supply of products, we can create an image of "products are very popular", and then using people's curiosity and conformity psychology may produce very good marketing effects. One of the hallmarks of hi-tea is queuing, especially at the beginning, whenever there is a hi-tea shop, there will be queuing. When consumers begin to doubt the authenticity of the queuing, hi-tea is already popular. It can be said that hi-tea has made queuing a culture, and queuing for hours through continuous publicity has even stimulated consumers' desire for consumption. Does it matter where the long line comes from? Obviously, it doesn't matter. What matters is that I'm going to line up with everyone. This kind of "bring-in" hunger marketing of hi-tea immediately turns the consumers in line into real money. But for most people, when they spend a lot of time in line, the cost they pay has far exceeded the value of the product itself. This extra cost requires products to provide more added value in order to satisfy consumers. For online celebrity cuisine, these added values are embodied in limited sales and celebrity effect, and another more contemporary added value is the social experience they can provide. I'm afraid people don't care about the taste of these foods, but "this is online celebrity, I want to have it". Generally speaking, opening a shop quickly is the main measure to reduce the queuing time of Xicha at present, and after half a year, Xicha is still queuing from Shanghai to Beijing. It doesn't matter where the first person in line came from. What are the product features of hi-tea? What are the differences between hi-tea and other brands?

The product features of hi-tea are inspiration, coolness, design and Zen. The main difference between Xicha and other brands is the different products. Xicha has a series of products such as cheese tea, seasonal limited, raspberry mango family, full cup fruit family, bobo family, tea ice cream, tea geek limited, tea hot wheat, and tea laboratory.

1. Different classic products

The main products of tea-loving are cheese tea, seasonal limited, raspberry and mango family, full cup fruit family, Bobo family, tea ice cream, tea geek limited, tea-loving hot wheat, tea-loving laboratory and other products.

2. Different store decoration styles

The decoration styles of Xicha standard stores are mainly black, white, gray, simple and modern. While increasing the number of stores, LAB stores, black gold stores, pink theme stores and daydream DP stores have been launched one after another.

3. Different business models

The business model of Xicha is different from other brands. Xicha is only a direct store, not a franchise store.

Extended information

In p>212, the first store of Xicha landed in Jiangmen, Guangdong. When talking about the reasons for starting a business, Nie Yunchen said that this market is very big, but no one can do it well. Unlike most founders, this team devoted most of its energy to product development from the beginning.

In June p>218, Xicha launched Xicha GO. This is a smart ordering tool developed by Xicha based on WeChat applet. It abandons the traditional ONEBYONE cashier mode and opens WeChat, so that you can make self-service reservations and support take-away service. Up to now, there are more than 6 million active users of Xicha GO applet, and the repurchase rate is close to 4%.

through the cooperation between Xicha GO applet and Xicha GO community store, Xicha has opened up online and offline customer acquisition channels, and realized a new three-dimensional retail network from point to line and then from line to surface.

- hi tea