A cup of tea to change lanes to overtake
Editor’s note: This article is from the micro-channel public number “shift rail Innovation” (ID: Yiguichuangxin1992), Author: Julie.
High quality and affordable prices, sinking the market, opening 10,000 stores nationwide, with an annual income of 6 billion yuan, this business myth has been broken by a cup of milk tea!
This is Michelle Ice City, once known as “Pin Duoduo” in the milk tea world.
In the Chinese tea market, Michelle Ice City’s sense of presence (known) is not as compelling as high-end brands such as Heytea and Naixue’s tea. Especially for the first-tier cities in Beijing, Shanghai, Guangzhou and Shenzhen, many people may have never heard of it, let alone drink it.
However, such a little-known milk tea brand has sprung up in the tea market in recent years and has been selling well. In a survey on milk tea-“2019 China’s Most Popular Tea Brands Ranking”, Michelle Bingcheng ranked third; the first and second places were Heycha and Naixue’s tea. .
In January of this year, at the in-depth cooperation signing ceremony with Ele.me, Michelle Ice City President Zhang Hongfu patted his chest and said that by 2020, Michelle Ice City will exceed 10,000 stores. However, on June 22, the goal originally expected to be reached in October was achieved ahead of schedule.
Michelle Ice City has become the number one brand in China’s milk tea industry. What is even more surprising is that the closing rate of Michelle Ice City is only 1% in the past two years, which is far below the industry level.
From the business logic of Michelle Ice City, it can be found that shifting thinking has achieved its extraordinary growth path.
