Editor's note:
Can you accept buying a cup of milk tea, and there is only half a cup left before drinking?
Recently, tea is pleasant because milk tea often appears "half a cup" phenomenon, and has been fiercely complained by netizens.
Not enough portions, milk foam to make up?
I thought that the main lord would come forward to apologize, but I didn't expect that people were very righteous.
It is recommended that you read this article to see why the tea is pleasant and prefers to offend customers rather than give up milk foam.
The milk tea circle in spring is like the animal world - restless!
Yihetang's cup of milk tea drank "three labels" just after leaving the big spectrum, and the pleasant-looking "half cup of milk tea" caused public anger again.
Half a month ago, Cha Yangang caused a wave of public opinion abuse because of the farce of "penalty station" food picking.
As the top stream of milk tea, this is enough to prove the pleasant red color of tea. But the successive negative storms have made this spring's tea pleasant and has a chill!
"Half a cup" of tea, righteous
"Forrest Gump" said: "Life is like chocolate, you never know what the next one will taste." But if life is a cup of tea with a pleasant color, then it is most likely to be the amount of "half a cup".
Recently, the pleasant "half cup of milk tea" has aroused heated discussions on social media.
▶ Source: Polar News
On Xiaohongshu, many netizens complained: "17 yuan bought half a cup of tea with a pleasant color, I don't know if I thought it was drunk by others", "Just got a full cup, walking a few steps to become half a cup, milk foam is the king of contribution", "Obviously you can directly grab money, you have to give me half a cup of milk tea"...
Indeed, seeing this "cup of dissatisfaction, half a cup of dangling" milk tea is indeed panicked, and the happiness of a cup of milk tea is instantly less than half.
After all, the bubble that bursts with a poke is also counted in the price, and I always feel more wronged than Deng Ziqi, and the contribution of this "bubble economy" is a little too mysterious.
▶ Source: Weibo
If Mr. Luo had ordered not at Starbucks but in tea, according to his temper, he would not have slapped himself for which is a medium cup or a large cup, but would have smashed the glory of the Siemens refrigerator because of the "lack of pounds and two pounds".
But the "alternative" Lao Luo cannot represent the public after all, and in the face of "half a cup" of tea, the voices of netizens are chaotic and diverse.
Someone is not surprised. Wasn't it always like this before? The tea has been pleasantly beautiful for so many years, how can I still catch these blacks.
Someone popularizes science. Isn't this common sense? The bubble will melt over time.
Someone teased. The reduction does not reduce the price, it was not filled in the first place, and the milk foam is to pretend to be full.
Someone is angry. Cha Yan won't your conscience hurt!
Someone advised. More real, less routine, you will go further!
"Normal" or "angry", but the controversy of spending money on a cup and not drinking half a cup is true.
▶ Source: Pear Video Weibo
In this regard, Chayan Yueshi customer service responded that because the drink is a process of extraction, there will be a layer of dense milk foam on it after the extraction, and if the milk foam is melted for too long, there may be a situation where the cup is not satisfied now.
As for the customer's "half cup" doubts, as well as the suggestion to change to a transparent cup to see the clear capacity, Chayan Yueshi said that there is no intention to change the transparent cup for the time being, but will provide suggestions to the relevant departments.
Everything seems so straightforward and strong!
The PUA philosophy of tea and color
If this matter is changed to another brand, it is likely to be an apology statement plus corrective measures. But judging from Cha Yan's pleasant response, there is really no intention to change.
To some extent, Cha Yan Yueshi has a set of self-consistent, almost perfect logic for the embarrassment of "half a cup" of milk tea, even to the extent of faith.
After all, since at least 2018, "a cup of milk tea, half a cup of foam" has been the point that tea has been repeatedly complained about, but every response of tea in the past 5 years has always had an arrogance of "consumers do not understand milk tea, nor do they understand tea face".
In October 2018, in the face of the confusion of many netizens at that time that "milk foam disappeared, only half a cup left", Cha Yan responded for the first time, bluntly saying that it was like ice cream will melt and milk foam will disappear! Will disappear! Will disappear!
▶ Source: Tea is pleasant
But as the top Internet celebrity at that time, milk tea upstart, consumers gave tea Yan great tolerance, and they will only be annoyed that they "don't understand".
▶ Source: Chayan Yueshi Weibo comment area
In 2021, with the expansion of tea to other cities, new fans who "don't understand tea half a cup of milk foam" have once again put this topic on the high point of public opinion.
As a last resort, Chayan sent another 4000+ word long article to consumers who "don't understand tea Yan" to explain their "milk foam" philosophy and "half a cup" belief.
▶ Source: Tea is pleasant
In this article, titled "After Throwing the Fig Leaf of Tea Face, Can We Go Back?" In the long article, Cha Yan denied the claim that she relied on milk foam to cut corners.
More bluntly, "foam is the soul of tea face", indicating whether it plays a delicate and dense and uniform milk foam, directly determines whether this cup of hot milk tea is happy or disappointed when drunk in winter.
▶ Source: Tea is pleasant
He also said that "cuifa milk foam seems simple, but the process is actually a technical job." ”
said that at the beginning of the establishment of the brand, it relied on the differentiated innovation of "tea and milk mixed foam" to kill the sky. Now in-house research and training is being carried out to make more perfect milk foam.
Finally, it is the conclusion that if everyone thinks that foam bubbles are not part of our works one day, then the tea face without the soul of the work can really be closed.
The meaning of Cha Yan's response could not be more obvious:
No matter how big the controversy is, no matter how much complaining, we would rather close the door anyway, the "bubble" is impossible for us to remove, after all, the foam is related to the quality of milk tea and the taste you drink.
Even if you feel that "it's okay not to add it", but Cha Yan Yueshi feels - no, it is quite the style of the Yellow Sect Leader.
▶ Source: Weibo netizens
Under the banner of "for your good", PUA is implemented unscrupulously. Isn't this set of rhetoric very similar to the education of some parents to their children: "You have to listen to your mother, your mother has eaten more food than you have eaten, and this is all for your own good!" ”
The three words "for your good" are like "magic spells", which make people unable to refute it, and if they are "unacceptable", it seems a little unacceptable.
Nowadays, consumers who "don't know how to be evil" are talking about "bubbles" again, but looking back at the obsession with "bubbles" for so many years, for a while, I am afraid that the belief in "half a cup" cannot be easily shaken.
"Murong Fu" in the milk tea world
To some extent, Cha Yan Yueshi has an extremely strong shadow of "Murong Fu".
As one of the representative characters in "Dragon Babu", Murong Fu has been reduced from a humble gentleman to a delirious madman, stemming from his inner demons and obsessions.
▶ Source: Weibo netizens
Although he is a dragon and a phoenix among people, he is both literary and martial, but the dream of reviving Dayan is shattered, so that many years of obsession are broken, and finally he drives himself crazy.
On the other hand, the tea is pleasant, and it does have some similarities with Murong Fu.
In Cha Yan's heart, perhaps becoming an Oriental Starbucks is as difficult to give up as Murong Fu's obsession with "rejuvenating Dayan".
As a coffee-inspired milk tea brand, Chayan always wants to make a cup of milk tea the way it makes cappuccino.
▶ Source: Tea is pleasant
As Cha Yan himself said, Chinese tea is mainly reflected in the form and craftsmanship. The cream top of Youlan Latte is the creative form of Chinese tea and western production, and heating milk foam is the more important process innovation of Chinese tea western making.
This also explains why Cha Yan has such a deep obsession with "milk foam".
Perhaps in Chayan's view, "milk foam" is the most essential embodiment of the so-called "Chinese tea and western making".
But even Starbucks believes so much in the "third place" and does not have such a strong obsession. Starbucks once regarded the "third place" as the foundation of its life.
But the coffee war in the mobile Internet era has made takeaway coffee more and more intense. Starbucks has also proudly said that takeaway will affect the taste of coffee and reduce the consumer experience.
At that time, Starbucks believed in drinking a cup of barista in a comfortable café, from the precise grinding of coffee beans, to the quantification, pressing and adjustment, and finally to the consumer, it was still full of "milk foam" high-quality coffee, which was the greatest respect for "coffee" and the greatest respect for consumers.
But Starbucks' obsession ultimately failed to turn the way consumers voted with their feet. Now, whether through Ele.me or Meituan, you can order a Starbucks cup. The once insistence that "takeaway affects taste" has also compromised into 2,000 Starbucks stores in more than 30 cities across the country, equipped with exclusive Starbucks delivery riders.
▶ Source: Meituan APP
Even in order to meet the delivery service and avoid the embarrassment of only half a cup left in the hands of consumers, Starbucks has added the option of "milk foaming" to the delivery service, even knowing that it affects the taste.
As long as you like, don't say "milk foam", remove the coffee.
But now magically, the "master" Starbucks chose to compromise, but the "apprentice" was trapped in the obsession of "milk bubbles" and could not come out.
It is incomprehensible that a cup of Starbucks coffee has lost its "milk foam" or authentic coffee, but how can a cup of milk tea that has lost its "milk foam" not be an authentic cup of milk tea in the eyes of the tea Yanyue?
The coffee that invented "milk foam" is not in a hurry, and the tea that borrows from "milk foam" is not dry.
In fact, the truth is also very simple, the essence of the service industry is: where people are, service is there; What consumers need, service is.
Starbucks figured out that as long as consumers are satisfied, whether there is "milk foam" is a cup of authentic coffee.
But the "putting the cart before the horse" tea seems to have never understood this truth.
Always stubbornly think, you can not like it, but I must be "authentic".
Still can't bear to persuade: a cup of milk tea, everyone drink happy, you just have fun.
After all, obsession can't be let go, how to be comfortable.
Today's interactive topics:
Do you think tea should "give up" milk foam?
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