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Tea is pleasant: walking through the scenery, but hiding the unsatisfactory insider
In recent years, with the increasing development of society and the rise of the wave of consumption upgrading, emerging tea brands such as Heytea and Naixue Tea have emerged with the help of capital. However, the outbreak of the epidemic in 2023 has put the entire new tea beverage industry under great pressure, and they have reduced prices in order to sell. However, at this moment when the industry market is not good, tea has sprung up, continuing to maintain continuous popularity, leading the consumer boom. Even in order to buy its drinks, consumers are willing to spend hundreds of yuan to ask scalpers to queue up on their behalf. Recently, the new tea brand from Changsha opened a store in a new city, and the scene has once again set off a boom.
This high-profile brand is the tea color of Changsha, Hunan Province. As the most well-known local Internet celebrity milk tea brand, Chayan Yueshi has long won the hearts of young people, and even attracted many foreign tourists to come to Changsha to taste, and its influence has far exceeded the scope of the region.
From the rise of tea and pleasant color, we can see the intervention and promotion of capital. As early as 2013, Chayan Yueshi quickly attracted the attention of young people in Changsha through the unique combination of innovative "nut crush + milk tea". Its innovative taste and Chinese style store design make Chayan Yue color synonymous with fashion, and even known as one of the symbols of Changsha people. With the support of taste innovation and capital, Chayan Yueshi expanded rapidly, from the local to the whole country, and gradually built a huge chain milk tea brand territory.
However, behind all this brilliance, there are also hidden problems that cannot be ignored. The business of tea has encountered many twists and turns. Especially under the influence of the epidemic, the performance of tea is not as good as expected. The rush of previous years has made the brand seem a little unable to cope with the market downturn. Last year, Chayan Yueshi had three large-scale store closures, especially in November last year, Chayan Yueshi closed 70 or 80 stores in Changsha at one time. Faced with this situation, Chayan Yueshi officials said that despite the difficulties, they maintain a positive attitude and take long-term development as their goal. Under the repeated impact of the epidemic, the Chayan Yueshi team has been prepared to fight the epidemic for a long time, and the temporary closure of some high-density areas has become one of their normal responses.
In addition to operational challenges, Chayan Yueshi has also caused internal disputes due to employee problems. According to media reports, affected by the epidemic, Chayan Yueshi implemented large-scale salary cuts and layoffs last year, resulting in the salary of some employees being reduced from the original 5,000 yuan to about 2,000 yuan, and the commission was also greatly compressed. What's more, some employees were forced to resign. When the employees raised questions, the top management of Chayan Yueshi responded with "if virtue is not worthy of the position, there will be disaster", which caused widespread controversy. This incident also triggered a fierce discussion on social platforms, and Chayan Yueshi received negative public opinion.
The success and problems of tea color reflect the development status of the tea beverage industry. The instability of the market environment makes the brand face a greater test on the road of development. Nowadays, the tea market has cooled down significantly, and only real product power and brand charm can occupy a place after the market recovers. Once the brand loses the trust and support of consumers, no matter how brilliant the past is, it may be difficult to resist the cold eyes and tests of the market.
To sum up, in a market full of variables, the success and problems of tea are intertwined, and it is also the epitome of the operation of the tea industry. Only the popularity of the appearance is not enough, internal management and consumer trust are the foundation of the sustainable development of the brand. The ups and downs of the market are inevitable, but truly strong brands will become more and more resilient in the storm and become the leaders of the industry
By. From the experience of tea beauty, we can see that in the baptism of the market, only brands that can stand the test can prosper.
When the wave of capital promotes the rise of new tea brands, the success of tea is inseparable from its unique product strategy and hot marketing techniques. However, just as fruitful trees may hide their shadows, there are some urgent problems behind the beautiful scenery. In the case of tea and pleasant color, we see the brilliance of brand marketing and the hidden worries of product problems, which together outline a more comprehensive picture.
Although Chayan Yueshi's new store in Chongqing has attracted queues and hot scenes, it has also triggered widespread complaints. Many consumers walk into the store and find it quite difficult to actually buy tea. Some even started queuing early, but couldn't buy their favorite product until noon. Consumer dissatisfaction arose as a result, saying that the scene was full of "scalpers" and substitute exclusion phenomena, making it extremely difficult to buy independently. This is also borne out by the experience of delivery workers, who have to spend a lot of time and money on behalf of the cha drinks. The online live broadcast event also encountered troubles, and problems such as delays in listing and loss of fans led to poor results. Even, in the face of consumers' doubts, the anchor not only failed to respond positively, but also blocked it, causing more controversy.
A brand's success is a combination of factors, however, its sustainability is threatened when the brand starts to fall into overmarketing and product quality issues. The hot scene of the pleasant color of tea has also made some people begin to doubt its authenticity and reliability. Many consumers complain about scalpers and substitute drainage phenomena, which not only damage the rights and interests of consumers, but also damage the image of tea. At the same time, the problems with live streaming events also highlight the lack of resilience of brands in dealing with complex market conditions. A brand's credibility is accumulated over time and word of mouth, and a momentary over-marketing and improper response may lead to the collapse of brand trust.
The rise and fall of a brand depends not only on the market environment, but also on its own strength and business philosophy. The example of tea is an important revelation: no matter how the market changes, brands should adhere to integrity and quality. Sooner or later, excessive hype and false publicity will be recognized by the market, and continuous improvement of product quality and customer experience is the fundamental way for brands to survive.
In the new tea industry, the success story of tea is intertwined with the lessons of the problem, giving us deep thinking. The growth of a brand requires authenticity and persistence, and once it deviates from its original intention, the brand may lose its direction. The experience of tea reminds us that in the highly competitive battlefield of the tea beverage industry, brands should always keep in mind their mission and guard the bottom line of product quality in order to be invincible in the market.
In short, the rise and problems of tea have aroused widespread attention in the new tea drinking industry. Its success inspires us to stick to our original intention and uphold integrity; Its problems remind us that brands should market carefully, pay attention to product quality, and avoid short-sighted behavior. In the highly competitive market, only by truly adhering to quality first and always maintaining integrity can the brand continue to grow in the storm and win the trust and support of consumers.
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