Established in mid-2014, Cha Yan Yue Shi is a Chinese-themed fresh tea store. It has been on Weibo's hot searches repeatedly in the last two years, and has quickly caught fire in the south and north of the Yangtze River.
The official website of Tea Yen Yueshi: /lianxi
But at present, there are only stores in Changsha, there is no sign of "out of the circle", the founder of Tea Yen Yueshi, Lv Liang, always said that there is no money to go to other places to open branches.
But yesterday, the news of "Ali's shareholding in Cha Yan Yue Shi" brushed the screen for a day.
The topic was topped to the top of the hot search list for a day▲
The official website of the Tea Yen Yue color netizens all of a sudden boiled over: being invested, that Tea Yen Yue color this time finally have the money, you can open the store outside of Changsha, open to my city, right? Not in Changsha outside the masses, can also drink the legendary tea Yan Yue color
Hunan Tea Yue catering management Co. Wait a minute, are adults can not be stable focus, first look at the response of the parties well. Has been fermented until yesterday afternoon 5 o'clock, the tea color is only in the official microblogging response to a "about and Ma Yun father rumors of some instructions".
Summary is:
1 admitted financing, but showed that one of the companies that invested in Tea Yum Yum Yum was invested by Ali, that is, 'Dad's dad called Grandpa' logical relationship;
2 responded to the netizens for the "Tea Yum Yum is rich! "flirting, and explain the troubles from the cottage;
3 have the idea of getting out of Changsha, but there is no specific time and plan yet.
And in March this year, Tea Face has completed tens of millions of yuan of A round of financing from Tiantu Capital, and last month, completed a strategic investment (undisclosed amount) from Yuan Sheng Capital and Source Capital.
Why Tea Yum Yum is favored by capital
1)Style:The Forbidden City of tea
Tea Yum Yum Yum adopts a Chinese-style VI style and store decoration, and has always maintained this style in its subsequent naming of products, material design, and development of peripheral products, etc.
Tea Yum Yum Yum has also adopted Chinese style, which is the most important for the company's business.
For example, members are commonly known as Little Lord; every product name: Yulan Latte, Sheng Sheng Oolong, etc. - are all in the same tone, classical and poetic.
The overall visual VI presents all Chinese style▲
Founder Lv Liang spent millions of dollars in the 5 years of Tea Face in order to continue this style by buying the copyrights of the court painter Lang Shining, as well as other famous paintings,**** in order to continue this style. Not only is the painting of a thousand miles of rivers and mountains on the cups, but the store posters are also ancient-style wallpaper-grade.
Even the opening of the concept store "square inch between peach blossom source" from the peach blossom source of the story, is the plot of the Chinese people for thousands of years; and another "a lot of fish" concept store will be the "sea wrong picture" of the fish into the Taiping Street ... ...
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The store on Taiping Street decorated with "The Misfortune of the Sea"▲
The peripheral products, tin cans of tea, cups and bookmarks are all like things "placed in a museum".
From the copy to the design style, in a crowd of modern illustrations to please young people in the tea drink brand, is simply a stream of mud and stone flow, live out of the Forbidden City cultural and creative tea drink reproduction. And these little bits and pieces of cohesion together, forming a synergy, to consumers again and again to convey the "this is very tea color" brand core.
2)Personality: not cool but flesh and blood
At the time of the 5th anniversary celebration of Cha-Yen-Yue-Se, an internal magazine was published, and it was called "What's in the Cellar" as I couldn't think of a name.
Last year, the company produced a handbag with the odd name of "emoticon bag". And when it did come out on WeChat, it was called "Real Emoji Bags".
The small ticket sentence "when we have money to sue the cottage" to "we have now made a little money to start suing the cottage", let a person laugh and laugh at the same time, can feel the strength of its dangling style under the disguise of the enhancement.
In the cartoon produced by the public number of Cha Yan Yue Shi, founder Lv Liang is a "non-bossy president" who rides an electric bicycle back and forth every day, is often mistaken by customers for a motorcycle master in front of the store, and then holds the annual meeting of the company with a hole in his down jacket stuck with a piece of adhesive tape.
This is one of the smartest things about Tea Face, injecting the brand with its own soul and making people laugh while feeling the sincerity and warmth.
3)Service:Learning from Haidilao, wanting to treat customers as relatives
On the public number of Tea Face Joyful Color, the Slogan is:A cup of tea with temperature.
No matter when you walk into the store, you will hear the words "this is your orchid latte, this drink should be a pick two stir three drink" eight hours a day, repeated hundreds of times.
The first time customers also have to repeat the explanation "with this straw first to the blueberry and half of the cream pick to eat ......" to do every time carefully, patiently, with a smile, this is not an easy task.
Twenty-four seasons, but also to each store customers should eat the day of the recipe; rain, the store prepared in time umbrella; even every store has a small medicine box, which has a band-aid patch patchouli water and other emergency supplies; dissatisfied with the output, you can go to any store, with "a cup of fresh tea of the right of permanent recourse! "
About "a cup of fresh tea's permanent right of recourse"▲
Will give tea to the sanitation workers near the store, will be dedicated to a candidate to apply for a membership card number the same as his pass number.
The college entrance exams are approaching, and the Scholar's Cup, which is specially prepared for the student party,▲
Tea Yen Yuet Shee also never glorifies anything in its own public website. The results of self-inspection are published monthly, sanitation problems and management issues are announced consistently, and even stores that are not doing well are sent out invitations to take care of them.
Transmitting the temperature of service through various touchpoints▲
And customers also feel this temperature of Tea Face and give a warm response.
A girl who grew up in Changsha wrote a song "I want to buy you a cup of Yulan Latte" on the eve of her high school graduation as a souvenir.
Consumers are perceptive of the brand ▲
4)Products: unique, two new products a year
In the new tea drink industry where new anxiety pervades, the pressure is on all families. Tea color, however, is very Buddhist.
In 2018, Xicha Naixue averaged less than a month on a new product, while Tea Yan Yue color a year on 2 new products.
In terms of product format, Tea Face is also an anomaly. Xicha is famous for milk cover tea, Naixue initially fruit tea, Lujiao Xiang fire in black sugar, look at the whole industry, the product type is currently no more than these three.
The tea color products, "tea base + milk + cream + chopped nuts" combination, through the tea base collocation, the taste of the presentation. It looks like every cup is the same, take a sip to understand the gap:Tea taste distinctive memory points.
Even if you are not out of Changsha, the tea color is already famous. According to now seems, money, tea face pleasant color should also is not lack of, but why it in the "about and horse father rumors some notes" mentioned and no specific time and plan to get out of Changsha?
When will Tea Yen Yue color get out of Changsha?
In 2018 alone, the number of ready-made tea drink stores across the country grew by 74 percent. Xi Cha Nai Xue has been accelerating the pace of store openings. Tea Face, the Changsha tea drink groundbreaker, was once considered a very strong competitor.
1)Unknown difficulties
The near monopoly of Cha Yan Yue Sai in Changsha is one of the reasons why other tea drink brands have yet to open their own shops in Changsha.
Regional players in their own "siege" live well, soldiers to block, water to drown, but out of the siege after? There are too many unknowns for TeaColor.
The official microblogging of the tea color, "the team has always taken this Changsha characteristics to the country as a good goal to work hard, but now there is no specific time and planning," may really not be a polite words.
Currently in Changsha, the average price of a cup of tea is 16 to 20 yuan, which is much cheaper than other tea brands (25 to 35 yuan in Changsha). There's also a difference in the scenario for opening a store, as Cha Yan Yue Sai currently focuses on street stores, unlike other tea brands that mainly open in shopping malls.
2)Standardization
And standardization like CoCo and a little bit is not easy.
On the one hand, cross-regional management and hundreds of stores standardized service is the biggest difficulty, if you do not do a good job of adequate preparation, it is clear that you can not blindly expand.
For chain restaurant brands in charge of hundreds or even thousands of stores, how to ensure that the operational efficiency of the stores do not fall behind in the process of copy-and-paste expansion is a very tricky issue.
3)Off-site management
Hi Tea, despite its momentum, has been careful to balance the two things of expansion speed and off-site operation. For example, scale and brand reputation, scale and operational quality. In order to ensure these balances, how to do the operation of this matter is also to consider. If it's easy to manage a team, but it's still harder to manage off-site.
Plus, nowadays, the number of offline stores is not the only requirement for a new tea drink brand, and in the first and second tier cities, they rely more and more on onlineization.
4)Online
The current tea drink brands are more independent in their online choices, in addition to the routine choice of takeaway platforms, they are more inclined to do their own small programs, such as Xicha's "Xicha go", Coco's "CoCo" can be ordered by cell phone. "...... The newest addition to the tea drink market, Ruixing Coffee, simply uses its own APP.
In the trend of online, store management has risen to the level of big data. Directly grasp the user's data, through data analysis, on the one hand, you can understand user preferences, guide product development; on the other hand, easy to grasp and predict the sales volume, to be able to do a good job of purchasing cost control. With the increase in data, it is also helpful to open a store site selection and so on.
5)Site selection
To get out of Changsha, Tea Face has a lot of lessons to make up. For example, where should the first store be located? This is a very important question for Tea Face Joyful Color.
The success of the first store in a restaurant company's cross-regional expansion is critical. In Beijing and Shanghai, consumers are still happily lining up in front of Xicha Naixue stores, and the number of CoCo and Bit by Bit stores is growing with the naked eye.
Where to go first? The best answer is yet to be seen in Tea Face.
6)Changsha is the top priority
Plus, with Hi-Tea on the offensive, holding Changsha may have become the top priority for Cha-Yen-Yue-Se.
But then again, it's not hard to guess that capital must want it to get out of Changsha. After all, the mission of the "investment" is to let this IP, which is so hot, out of the circle and fight for the capital. The next step is to see who has more power.
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