Is it true that Beijing Net Red Tea Shop has to queue up for 3 hours in rainy days?

Recently, Xicha, known as "the first online celebrity milk tea in China", finally arrived in Beijing. Calculate the time, more than half a month, Bian Xiao hasn't drunk yet. ...

A tea shop that queues for three hours on rainy days.

Yes, a brand of milk tea originated in Jiangmen, Guangdong, from Guangzhou to Shanghai, journey to the south, and finally arrived in Beijing. On the opening day, Beijing coincided with heavy rain. Do you think bad weather will deter buyers? But it turns out that everyone thinks so. ...

Surprise! The weather only extended the queue time, but did not shorten the queue length. ...

Therefore, it is ok for the "warriors" to queue up for three hours to buy a cup of milk tea on rainy days. This is milk tea mixed with rain and tears!

Why do so many people explode lights for "Internet celebrities" food?

There is "a little" before, followed by "hi tea", and more and more "network celebrities" foods come to Beijing. How did the online celebrity shops with an average queue of 1 hour win our trust?

Undeniably, some popular "network celebrity" food shops do have their own special features in product quality or service, but as more such shops come into view, the so-called "routines" gradually emerge: marketing and promotion are indispensable and eye-catching means.

From ancient times to the present, there are many routines in online celebrity shops, and hunger marketing ranks first. It is reported that Xicha implements a "restricted purchase" strategy in Beijing, that is, each consumer can only buy 3 cups at a time. Although Xicha claims that "there are no self-employed people queuing for childcare", this will not affect the determination of the scalper army to earn purchasing fees. Waiting in line is the day to attract the attention of passers-by, because the general public can't win the psychological war of "conformity" ...

At the beginning of the opening of Xicha's stores in Shanghai and Beijing, famous local food bloggers and food appraisers were invited to the stores for tasting and tasting in advance. After word-of-mouth spread through "Gourmet V", its popularity and popularity will naturally reach the next level.

Young people are the main target customers of "Internet celebrities" food. They pay more attention to the quality of life and lifestyle, so they buy not only food, but also extra lifestyles. This is the same as "I don't eat instant noodles, I am lonely" and "I don't drink milk tea, this is a gesture". Especially after I bought it, I immediately took photos and sent them to my circle of friends, and my social attributes were also obtained.

As long as there is no problem with the product quality, through the word-of-mouth fermentation of "one spread to ten, ten spread to hundred", the "network celebrity" food shop can basically grasp the essence of "bursting red".

When can hi-tea "not line up"

A few years ago, the tea market was still in a blank period of consumption. On the one hand, it is regarded as a "tea culture" exclusively for middle-aged and elderly people, and on the other hand, it is a fast-selling chain tea shop with low threshold. However, in recent years, with the help of consumption upgrading and capital, tea brands have expanded rapidly, which has also stimulated young people's tea consumption.

When most young people use tea to explode their circle of friends, the meaning of the word "queuing" has become different: the economy is sinking, the wallets of ordinary people are tightening, and twenty or thirty dollars can't buy delicacies. There is only one kind of "I am coming! I ate it! I drank it! " The cheapest mental placebo.

Between the ebb and flow of the tide, will Happy Tea become Starbucks in the tea industry, or will it be blowing in the wind like countless internet celebrities? We will wait and see.