“Do you still line up with tea or hi tea?”, “Yes.”
Editor’s note: This article is from WeChat public account “ retail boss internal reference ” (ID: lslb168), author: Yang Yafei.
Core Guide:
1. How did the idea of taking a tea cabinet come about? What is special about the Hi Tea Restaurant?
2. How many homes are there in the tea shop? Compared with the beginning of the year, what kind of growth trend did small program users show?
3. If other concept stores are doing the ultimate experience, the GO store is extremely convenient.
As a tea drinker, you are no stranger to such a picture: in a small bar, more than a dozen young clerk dressed in uniforms are busy but have a clear division of labor, ordering, tea, and playing Milk foam, cleaning equipment… With the sound of the rumble machine, I finally sent a drink to help calm the summer’s anxiety.
– This is the daily scene of most tea shops, especially the peak passenger flow, the impact of the senses will be stronger. But what if all this is no longer necessary? You are only facing a cabinet. Tea making and tea are completely separated, and the only thing you need to do is take the tea counter to the tea counter in the store, like taking the courier in the downstairs courier, take your one, even Pack it yourself.
Can you accept such a tea buying scene? Hi tea really did.
A few days ago, they moved a storage device for “tea cabinets” to Shenzhen Skyworth Semiconductors GO Store. After the user places an order online, after the tea is finished, the clerk will put it in the cabinet and then inform the tea. In the case of hi tea, I told the “Retailer’s Internal Reference” that the tea cabinet was set up with a total of 40 grids, based on the estimated flow of people. This is also the first Xi tea shop to support the “tea cabinet”, providing a completely unmanned tea purchase experience.
Hi tea shop to take the tea cabinet, the picture comes from the official tea microblogging screenshot
“Kill” queues further, hi-tea apple users are on the rise
GO shop, full name “HEYTEThe A GO” store is a convenience store launched by Hi-cotta last year. This type of store does not have a cashier. The user has self-ordered through the “Hi Tea GO” applet. The first “HEYTEA GO” store was in 2018. On June 19th, it opened in Shenzhen Xiumi Technology Plaza. The tea tea program is rich in functions, including dine-in order, order placement and take-out service.
Xi tea GO applet interface and sample meal notifications
In the past year, the number of tea stores in the country has expanded rapidly, and the size of the GO store has continued to rise. The retail boss’s internal reference has learned from hi tea. As of August 18 this year, there are 268 tea stores nationwide, including 45 GO stores (, accounting for 17% of the total number of stores).
The reason why the tea shop launched the GO store is to solve the problem of long queues of shops that have been criticized. There are many factors influencing this aspect, the number of stores, the speed of the cup, the ox… In addition to the large scale (in fact, the tea is indeed in a period of rapid expansion), it is also a good idea to make reservations through the WeChat applet. The improvement in the buying experience is visible to the naked eye.
“With this small program, consumers can easily order, and there is no need to line up through this small program.” C#Chen Chen Lin has been asked by a friend to make him feel like a breakdown. “He said ‘No. Is the tea in line still like tea?'”.
If you have doubts about this issue, look at it now, the answer is already clear. However, it is certainly not a line of tea.
There is a set of user data to provide support. At the beginning of this year, Xicha disclosed a set of business data showing that in the case of zero promotion, in less than one year, the number of hi tea GO users reached 6 million, and the user’s willingness to repurchase was strong. Over 36%, based on the WeChat applet “buy tea” habit is gradually developed.
After more than half a year, the retail boss’s internal reference learned that the number of Hi-tea GO users has exceeded 1400W, which has doubled. Small program orders account for over 40%. At the beginning of this year, this figure was 35%. According to the statistics given by Xixi Tea, this saves more than 150 minutes of order time per store per day.
The tea cabinet is an extension of the GO store to satisfy the user’s self-service tea experience. “The original intention of taking the tea cabinet is to optimize the meal taking experience, increase the convenience of consumers, and ease the pressure on the store.” The tea told the “Retailer’s Internal Reference” that the reason why it was placed in the Skyworth Semiconductor GO store was mainly to consider point: 1, GO store has cultivated the habit of consumers to order food with small programs, and the acceptance of smart new hardware is higher;2, Skyworth GO store business district mainly focuses on white-collar workers .
It is worth mentioning that this store is located in the downstairs of Skyworth Semiconductor Design Building. It is a white-collar office building technology park. The supporting business is relatively complete. There is also a food court in the business floor of the building. Every afternoon and evening, the passenger flow is dense.
Browse the public comment and found that the consumers who tasted the tea cabinets had a good response. After commenting on the “Kekexili 2013” card, the public commented that the order from the order to the pick-up does not require any contact with the clerk. The netizen “V Weien don’t eat any more money” said that “the heat preservation cabinet resists the problem of the temperature loss of the drinks, and dispels the concerns of the office workers who feel the impact of the earlier orders.”
However, the tea cabinet is still in the initial stage of launching. The tea is not currently targeted at hot and cold drinks, and the corresponding design of the container is made. For the next delivery plan of the container, the tea said that it will gradually promote and further iterate the software hardware.
Behind the changes in the GO store: the experience and convenience are clearly defined
Hicha has launched a series of store types, in addition to the GO store, there are also black gold shop, DP (daydream plan) shop, hot wheat shop, PINK theme store, and LAB lab with more regional features. shop. However, compared with other store types, the special thing about the GO store is that convenience is the first consideration. As for the concept space design, it can be left to other store expressions.
It’s no surprise that the container is in the tea shop. If you say, Other concept stores are doing the ultimate experience, the GO store is the ultimate convenience.
The founder of Nicha, Nie Yunqi, said in an interview interview that the HEYTEA GO store is not just for making a small order, “we just think that the order is the best entry point.” It The logic behind it is to hope to modernize the whole tea.
In fact, before this, there are already some signs to prove that: “Retail boss internal reference” observed that when the tea was first launched on the tea tea small program, the store manual orders and small program online self-order, two The person is in the same tea-taking area. Then in some stores, Xicha will divide the tea area into two, and the online and store orders will line up for tea in two places.
It is necessary to do so. The store order is placed at the store immediately, and then transferred to the tea-picking area for queuing. The online order occurs in the small program, and the user does not interact with the store clerk, usually at the store. If the two overlap, it is easy for a user who is anxiously queuing and other tea to have an illusion of being “plugged in”.
Separate the tea area, each one,You can avoid this bad experience. The emergence of the container, released a signal that Xi tea tried to clarify the boundaries between convenience and experience. Of course, convenience is also a kind of experience, but the two represent two very different consumption scenarios.
The benefits of clearer scene positioning are obvious. Despite its limited functionality, it is better able to serve the “get it away” users. Because for the pragmatic, taking tea at the store is only a necessary part of completing a single purchase process, similar to the take-out order, rather than relying on rich store scenes to stimulate consumption needs.
In the past or now, due to the market’s main focus and low concentration, for most tea shops, business districts and street shops are the lifeblood, doing traffic conversion business. The current teas meet the needs of instant consumption, so many tea shops will attract customers in the form of door design, BGM, and even bizarre performances.
The other part of the group may be relatively small, but due to the high repurchase rate, the potential of this market segment can not be underestimated. For them, a certain brand awareness has been established, and it is acceptable to meet the consumption delay. And the direction of buying tea is more clear, and it is more important for efficiency. It is much stronger than the “calling” of the store.
In other words, this shows that this type of user has established a strong brand awareness, which is a valuable existence in the current tea market.
The discovery and satisfaction of this type of consumer preferences is a basic lesson that tea lovers need to do. As Dennis Burns, a retailer in North Idaho, said, “We never think we are smarter than our customers, and we don’t think we can guess what they want. We look for inspiration from them.” /p>
For hi tea, in addition to product innovation, there is a part of the important inspiration from the online.