Is the marketing plan of tea Yanyuese preparing a small medicine box for free and half-price for the second cup on rainy days really effective?

Tea Yan Yuese is a tea brand founded in Changsha in 2013. There are currently more than 100 directly operated stores in Changsha, and it also has a sub-brand "Zhihu Tea".

Because its products, decoration, and peripherals all reveal a strong "Chinese style", it is sought after by young people today.

In addition to the signature tea drink "Orchid Latte", "the permanent right of claim for a cup of fresh tea", unconventional copywriting, and even self-reported negative information on the official WeChat (store illegal operations), have won praise from fans.

In addition, marketing programs such as the free medicine kits prepared in each store and the half-price second cup on rainy days are also refreshing.

The delightful tea scene is one of the new tourist landmarks in Changsha

There is a saying in Changsha: There is a pleasant tea scene every 100 meters on Huangxing Pedestrian Street.

And this "one hundred meters" distance does not extend to areas outside Changsha City.

Cha Yan Yuese’s users range from junior high school to 40 years old, from Changsha to other provinces and cities. As long as you “surf” on the Internet, you must have heard of Cha Yan Yuese’s name. For a long time, many netizens hope that Cha Yan Yuese can go out of Changsha. The "arrogant" Cha Yan Yuese has become a place where netizens will definitely check in when traveling to Changsha.

In the first few years after establishing the brand, Chayan has maintained a steady development. There were 5 stores in the first year, 6 in the second year, and more than a dozen in the third year. But from 2017 to 2018, the tea beverage category exploded, and Chayanyuese also entered a period of rapid store opening.

In this regard, Lu Liang said very frankly, "We have also 'taken' advantage of the explosive traffic of tea drinks."

In the eyes of the outside world, the pleasant appearance of tea is different from the The most distinctive label of other tea brands is "cultural attributes".

For example, the creativity of their cups often comes from famous paintings; and for example, their "New Chinese Experiment" series of concept stores extensively use traditional culture, and the "Many Fish" concept store in Taiping Old Street is designed in the store. The elements of "Hai Cuo Tu" are used in it, etc.