At the end of 2016, Lele Tea opened its first store. At this time, the new tea drink is entered, and the timing is not dominant.
So far, Lele Tea has only opened 14 stores, but through 2 products to cause continuous consumer heat. How does the brand do it?
Not long ago, "Coffee Gate" interviewed Guo Nan, the founder of Lele Tea, and talked about the secrets behind this brand.
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Break through with 2 "dirty" products
At 4 p.m., Lele Tea Shanghai Xintiandi store, the order has been lined up to No. 544, the big screen on the wall is called, staying at 486, there are many waiting customers inside and outside the store.
This is a new black gold "dirty shop" opened by Lele Tea more than a month ago. Many of the customers who ordered before and after came for the explosive "dirty tea".
▲ Black gold "dirty shop" and dirty tea products
A few months ago, brown sugar pearl milk tea attracted consumers to a new round of queues for new tea drinks, and this product quickly became a 2018 tea drinking industry hit.
Lele Tea launched an upgraded version of "Dirty Dirty Tea" accordingly, which evolved the tiger pattern characteristics of brown sugar pearl milk tea into a "dirty and dirty" effect, and the name quoted the concept of "dirty bags" that Lele Tea had previously been very popular, attracting the attention of consumers.
Recently, Lele Tea has combined this product with fruit and launched products such as ice cream powder peach to continue the heat.
In December 2016, Lele Tea opened its first store in Shanghai. It features the "Tea + Soft European Bag" model, with fresh fruit tea and durian cheese packs as its early signature products. But what really makes this brand a certain market heat, dirty tea and dirty bags are indispensable.
▲ Fruit cheese products of Lele Tea
According to Guo Nan, the founder of Lele Tea, as of now, nearly a year and a half after its establishment, Lele Tea has opened 14 stores in 3 cities including Shanghai, Guangzhou and Beijing.
"This year's plan is to open 40 new stores in the north and knock down the first-tier cities." Beijing will open 15 stores this year, and Shanghai will open 20 stores. Next year, the sinking of second-tier cities will be carried out. Guo Nan said.
Aiming at shopping malls in first-tier cities and hitting down the brand power and brand potential is the current goal of Lele Tea.
But in Shanghai, a city where there is no shortage of tea brands, how did Lele Tea break through with only 2 products?
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"Overtaking" skills: lay a solid foundation and catch up with hot spots
1. Grasp the air outlet and overtake in the corner
In Shanghai, Lele Tea has been concerned for a long time.
When its first store first opened, it was less than four months after Heytea raised a round of 100 million a round. From capital to the market, gradually turning its attention to this new category, the new tea drinking heat has begun to appear——
As soon as it first entered the industry, the brand seized the outlet of new tea drinks.
The category is hot, and the market space is still there: in Shanghai at that time, the tea of Xicha and Naixue had not yet entered, which left time for the development of Lele Tea in Shanghai, the base camp.
"There is strong experience with the industry and trends in new tea drinks have been initially observed." For Guo Nan in 1991, Lele Tea was the seventh brand he founded. The 17-year-old is involved in the field of catering, and has always paid attention to light meals such as coffee and desserts, and has experience in related industries.
In addition, in the mode, Lele Tea chose "tea + soft European bag". The clever thing is that this 1+1>2 model at that time, got a higher market heat than the "new tea drink" category.
Soon, by the beginning of 2017, the news that Nesher's tea had obtained more than 100 million yuan of financing with the "tea + soft European package" model came out.
▲The starry sky quicksand bag derived from the idea of the famous painting "Starry Sky"
Subsequently, Xicha entered Shanghai, and the two shopping malls of Raffles City and Metro City in Shanghai became the stores that were the most discussed on the Internet at that time.
In July 2017, Lok Lok Tea also opened two new stores in Raffles City and Metro City in Shanghai.
I still remember that when I arrived at Fosse Square in September, the queue heat of Lele Tea and Xi Tea was no different. This laid the consumer foundation for its subsequent development.
2. Keep up with hot spots and create surprises
Under the accumulation of word-of-mouth in the first half of the year, the development of Lele Tea in the second half of 2017 benefited from several products.
Guo Nan said, "The biggest barrier to Lele Tea is creativity, which can always lead the market and surprise consumers. ”
As mentioned earlier, from dirty bags to dirty tea, and then from dirty tea to ice cream powder peach products. In terms of products, Lele Tea has seized the market heat on the one hand, and on the other hand, it has continuously upgraded the products and continued the heat.
"Product surprises are one thing, but also environmental surprises, concept surprises." Guo Nan said.
The "pink strawberry" theme store and the black gold style "dirty store" not only bring new changes to consumers, but also are related to hot spots. For example, according to Guo Nan, the "purple shop" that will open next fits the popular color of 2018.
In addition, Lele Tea recently opened a "Jile Tea" in Guangzhou, according to Guo Nan, "This is a collection store concept." ”
The Store of Jile Tea includes five brands, such as Lelecha Lele Tea, Lele Tea Brand Soft Bag Manufacturing House, Berryhere, Shendai Matcha, bobocake, etc. The store decoration has multiple Japanese elements to create a concept of a beverage collection store.
▲Inside the Jile store
With the team's experience in the industry, it is the key to effectively analyze market hotspots and consumer trends and convey the freshness of the brand, which is the key to grasping customers.
3. "The most important thing is to return to the product"
"I started to understand the raw materials of tea five years ago," Guo Nan said. "In addition to surprises, the most important thing is to return to the product."
Years of experience in the catering industry have made Guo Nan deeply realize that the focus of any brand is still to return to the basic skills. The essence of the catering industry is still that things are delicious and tea is delicious.
It is understood that at present, on tea, Lele Tea purchases tea from the cooperative tea factory and begins to mix tea leaves, "Golden Oolong, Dragon Ball Four Seasons Spring and other tea bases are all developed by ourselves." ”
In the production of soft bags, Guo Nan said that Lele Tea "insists on on-site hand-made", and one of its partners has more than ten years of experience in the baking industry, providing technical support for overcoming the continuous innovation of soft bags.
▲Baked products combined with ice cream
For the current new tea brands, the barriers on the product are not barriers, and the real barriers originate from the supply chain.
Regarding fruit, unlike some brands of origin sourcing, Lok Lok Tea Choose works with existing fruit companies. "Choosing ali and hema fresh suppliers not only values the quality and anti-risk ability of these partners; also values their ability to control, distribute and health qualifications from the source."
The new tea drink is characterized by fresh and healthy, using fresh fruit to make tea, but for the brand side, there is a lot of instability and cost loss.
"Working with fruit companies may be costly, but it can make quality more stable and food safety healthier from the source." Guo Nan said.
"The threshold for tea to enter the industry is relatively low, but the more industries without technical barriers, the higher the consumer's requirements for this category." Guo Nan said, "Consumers are the smartest, consumers let a brand survive, it must be doing well in some aspect." ”
3
Conclusion
The catering industry has always emphasized the basic skills, and the quality of the product basically determines the final direction of the brand.
Lu Liang, the founder of Cha Yan Yue Color, also told "Kamen" that when he first started a business, he wanted to use good raw materials to make good products, and the result was suddenly on fire.
"What is made with good raw materials is delicious, and consumers can drink it at once."
For the beverage industry, it is still in the stage of relying on "products" to support a brand, do a good job in basic skills, and provide good products, which is the basis for doing a good job of a brand.
At the end of the interview, Guo Nan also repeatedly mentioned the importance of the product, "When the food itself is not strong enough, no matter how many things are attached, it will not change the situation." On the contrary, the brand that pays attention to quality and the product itself can go further, and the greater the explosive force. ”
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