Tea is pleasant to turn over, do business, or do branding

Amazon founder Jeff Bezos said, "Branding is what people will say about you when you're not in the house."

According to this statement, on all social platforms today, the brand image of tea and color has become: online people, squeezing employees behind their backs. The cause was that the employees of Cha Yan Yue were quarreling in the whole group because of the salary and working hours, and they did not expect the founder to participate in it and asked the dissatisfied person to resign. This is at least the third time this year that the scandal has sparked a big discussion.

It is not surprising that commercial companies have scandals. Bezos himself refused to install air conditioning in the warehouse, so much so that the hospital parked ambulances in the warehouses, waiting for the porters to carry the heat stroke outside. That hasn't stopped Amazon from becoming the world's most valuable retailer.

Similarly, in the past year or so, the controversy caused by the treatment of food delivery riders by Meituan and Hungry Has also exceeded the pleasant color of tea, triggering verbal resistance. That hasn't stopped the two companies from dealing with trillions of dollars a year.

There are also those that directly torture consumers. Baidu has been promoting false medical advertisements for many years, Pinduoduo's coupons that are always 0.1 yuan, and airlines have compressed seat space year by year. None of this has changed the industry landscape.

But there is reason to believe that tea is pleasing to the eye, or that any consumer product will face stricter scrutiny.

Internet companies and airlines are more channels and tools. Because of the clear needs, people choose products for specific functions, specific prices, and specific routes. It's all a rational choice. Frowning behavior often does not offset the advantages of the product.

Consumer discretionary is different. No one has to buy a YSL, no one has to buy a pair of Nike AFs, and no one has to buy a cup of tea. These goods are more of a bearer of consumer emotions.

In addition to function, people choose a brand and do not choose a brand, often based on whether they identify with the personality represented by the brand. In Jobs's words, "Customers will want to know who Apple is and where we stand in this world." ”

This image is not only a brand advertisement, a speech by the founder, but also all the designs and materials of the product itself, and the every move of people who can represent the company's image. In this era when everything is polarizing, there is also a brand's stance on every hot event.

The capital market still pays more attention to the quantified data such as single store revenue, ping efficiency, SKU update speed, store return speed, training time, etc., to measure what is a more efficient business. Cha Yan Yue Is one of the most efficient new catering and consumption companies, bound to Changsha, in a city to start a national tourist business.

But no one can quantify that a consumer brand from labor relations, to food safety, to new product design, to store service, customer service communication... In an ultra-long chain, each link may encounter risks.

Like a person's bank credit card account, the amount accumulated by a brand over a few years of diligent and accurate work and tens of thousands of things may shrink sharply after a few mistakes. The more consumers believe in a brand's personality, the more disappointed they become when a rift emerges.

Today, in addition to luxury goods, domestic brands are eating away at the share of foreign brands in almost every consumer field. They are more familiar with the needs of Chinese consumers than overseas brands, and use local marketing methods, factories and manpower more efficiently.

They are already a more promising business than foreign brands. But it's hard to say that several of them will grow into better brands. (Huang Junjie)