The mystery of being in a corner has become a profitable prop for the interested people. Author: Star night editor: Li Wenjie, the original title: “When tea Yan Yue color to become the top stream, those cottage to join the brand hot cut chives? “, the source of the head picture: Visual China
On the first day of December, Wuhan Tiandi welcomed a surge of popularity. At 7 o’clock in the morning, there were long queues on the periphery of the mall, and the crowd in the cold wind just waited for a cup of tea. At less than ten o’clock, the official Weibo of Cha Yan Yue Se stated that the queue at the end of the line has reached 8 hours, and latecomers can only ask early next time.
Even though many people joked that “it’s enough to wait in line for 8 hours to take the high-speed train from Wuhan to Changsha to drink”, but the milk tea lovers have been calling for a “save” for the beauty of tea.
Because of rooting in Changsha and refusing to join, Cha Yan Yue Se has brought countless traffic to Changsha on her own. “Fang martial arts novels, it is like the kind of martial arts master I have heard of him countless times, but have never fought with him.” “Patient A Li” described the tea with a pleasant look on Weibo.
The mystery of being in a corner is still a profitable prop for the interested people. Although Cha Yan Yue Se has refuted the rumors of joining in countless times, countless fake franchisees still wear the skin of Cha Yan Yue, doing deceptive business.
“Joining Tea Yanyue Se? I suggest you change the brand!”
When the long line of topics outside the Chayanyuese gate in Wuhan rushed to the hot search list on Weibo, the discussion about whether it was worth it or not also rose for a while, and there was even a group of people who thought that such a hot scene is very It may be an illusion created by businessmen paying for it.
But when many consumers answered “It’s really worth it”, the legend of tea beauty in the arena has become more and more curious.
Just as a newly opened store can’t hold all the enthusiasm, some traffic that should belong to the beauty of tea has also been “stolen”.
Tea Yanyue Se Wuhan store is opening hotly
On December 1st, Manager Xi came to the company earlier than usual because the company predicts that more people will consult and join today than usual. Indeed, the phone on hand has been ringing since sitting on the work station, and even lunch can only be ended after two hastily eaten at the work station.
“The number of customers who consulted about Chayanyuese’s franchise skyrocketed yesterday. We should always visit the franchisees until the evening, but yesterday we didn’t finish consulting customers until 10:30, so I was tired.” Scale said.
Manager Xi is known as a member of the official investment promotion department of Chayanyuese. Search for “chayanyuese franchise” through the search engine on Zinc Scale, and find the first “Chayanyuese National Franchise Headquarters Official Website” and leave it behind After contact. In less than half an hour, Manager Xi called and answered all the joining matters.
The noisy background sound on the phone is not difficult to hear. It is the constant ringing of the telephone and the investment promotion personnel are introducing customers who are interested in joining.
In the conversation with Manager Xi, he first expressed one thing in a few short sentences-Cha Yan Yue Se did not accept joining. This is the same as the official attitude of Cha Yan Yue Se through Weibo, interviews, and store promotion. However, this remark is that the drunkard is not interested in drinking.
“At present, Cha Yan Yue Se is not open to join. You can only learn by going to the store as an employee, and then promote to the store manager. In the end, you may be eligible to open a joint venture with Cha Yan Yue Se. This will take about a year. Half to two years.” Manager Xi said, “After you have the qualifications of a partner, you need to pay a one-time deposit of 300,000 yuan, and you and Cha Yanyuese will invest 250,000 yuan each, with 50% of the turnover.”
Faced with such time-consuming and laborious joining conditions, many people will inevitably retreat. At this time, Manager Xi will immediately take out Plan B: Although it is very difficult to join Cha Yan Yue Se, joining the new brand “Miya Ye” milk tea jointly created by Cha Yan Yue Se and Lu Jiao Xiang is another way.
In order to promote the brand, Manager Xi mentioned several attractive labels, “Tea Yanyue Color, Jointly Created by the Lujiaoxiang R&D Team”, “Title of the Mayor of the Summer Palace”, and “Only internal employees are available in November From the 20th to December 5th, the first batch of franchise qualifications will be obtained”.
The franchise information sent by Manager Xi shows that the investment cost of Miyano milk tea single store is 70,000 yuan, the IP authorization fee is 10,000 yuan, the security deposit is 10,000 yuan, the management fee is 12,000 yuan/year, and the contract period is 1 year. Training fees are temporarily free. In addition to single-store franchising, you can also choose to act as a regional agency. The other conditions are no different from ordinary franchisees except that the investment fee is changed to city-level billing.
Comparing the two, franchisees are easily attracted by Miyano’s low threshold. As Manager Xi mentioned to Zinc Scale many times, many people who originally wanted to join Cha Yan Yue Lu will also consider Miyano. .
However, Manager Xi’s “goodwill recommendation” can actually be regarded as a “swindle” based on the popularity of tea.
In order to prove this, the zinc scale verified with the official Cha Yan Yue Se. Regarding whether Miyano milk tea belongs to the brand jointly created by Chayanyuese and Lujiaoxiang, the official Chayanyuese clearly replied “No” and stated that currently only Chayanyuese is a brand under Chayanyuese, and all stores are Directly.
For sayings such as “shareholders leave to create new brands”, “suppliers create brands”, “only Hunan region does not join, other places can join”, etc., tea Yanyue said that they can all smile with “urban legend” , Don’t be fooled.
With millions of profits, joining scams are emerging in endlessly
“Do you believe that a store has a turnover of one million a year? This is really the huge profit and charm of milk tea.” Manager Xi updated the circle of friends again. He defined the tea beauty as a phase one project, and Miyano Two phase project.
Such methods are not uncommon. Zinc Scale has discovered that some staff members who claim to be from the official investment department of Wahaha milk tea will also promote another milk tea brand “White Alley” in the same way.
Manager Xi cited the monthly turnover of Miyano Milk Tea’s first store of 490,000 yuan and net profit of 270,000 yuan, to prove that the brand also has the potential to make a fortune. But it is undeniable that such a marketing method of “selling dog meat” is also one of the milk tea franchise scams.
Although the top new tea brands such as Xicha, Naixue’s Tea, Chayanyuese, etc. have clearly stated through multiple channels that they do not accept any form of joining, looking at search engines, Weibo, Tieba and other platforms, there are still Countless cottage franchisees waiting to “cut the leek”.
Zinc Scale found out from the insiders that new tea drink franchise scams are indeed emerging in endlessly.
Among them, some milk tea brands use ultra-low franchise fees or refunds of franchise fees as attractive conditions, and they often end up with equipment procurement costs higher than market prices; some use well-known brands and celebrity endorsements as gimmicks to claim a brand It is a sub-brand of a well-known brand to conduct false publicity; others are exaggerated publicity of “100% profit”, but there is no relevant business circle protection policy or follow-up store service and training, so they can get a franchise fee and leave.
The popularity of the new tea-drinking track continues to rise. There are indeed more and more entrepreneurs who want to get a share of it, but the industry is not as good as people think.
“Joining a major brand is very helpful to the initial flow and basic revenue, but the final result of many franchisees is often to be a “workman” for the brand and the landlord.” Nicole, who is engaged in the supply of catering raw materials, is very positive about zinc. Said, “However, if you don’t rely on the influence of big brands and choose your own originals, you will still die. After all, the catering industry is an industry that requires high financial strength and industry resources, and the homogeneity of new tea brands is serious. .Unless a newly created brand has strong taste innovation ability or marketing momentum, it will be difficult to survive.”
Indeed, even relying on big brands does not make a sure business. Ruo Jia, who once joined Luckin Coffee’s Xiaolu Tea, said, “From material prices, product shelf life, takeaway requirements, gross profit to deductions, nothing is not a pit. The 0 initial fee in the advertisement is also a marginal shot, in fact, the warranty is gold. , Equipment costs, decoration costs, all can’t escape.”
The combination of opaque agency fees, higher material prices than market prices, short shelf life, and no area protection, etc., has made Ruojia’s store almost unprofitable. “My loss does not mean that Rui is fortunate, but if I make money, he makes more.” Because he loses more than 30,000 yuan every month, Ruojia finally reluctantly closed the franchise store.
This will not be an exception. For enthusiastic entrepreneurs, the prosperity of the new tea is easy to see, but the cruel business reality is an inevitable trap.
New tea drink 4.0 era needs a basin of cold water
In the era of consumer goods navigation, new tea drinks are undoubtedly the leader to take up the banner.
It is mentioned in the “2019 White Paper on New Tea Drinks Consumption” that the total size of China’s tea drink market will exceed 400 billion yuan in 2019, and the boundaries between the tea, coffee, and alcohol industries are becoming increasingly blurred. 78% of the interviewees showed interest in providing coffee and alcoholic beverages in tea shops.
The capital market has also frequently thrown olive branches. After the completion of a new round of strategic financing in March 2020, Hey Tea has a valuation of more than 16 billion yuan; Naixue’s tea completed nearly US$100 million in June 2020. In the B round of financing, the two major top brands are chasing after me. From time to time, there are rumors of listing. Both the people who eat melon and the capital market seem to be waiting to see who the title of “the first share of new tea drinks” will get.
Lele tea, tea beauty, a little bit, COCO, Michelle Ice City also have no shortage of popularity and capital favor, but they are still a very few successful in the 100 billion milk tea market.
With the milk tea 4.0 era of “milk tea + other teas”, the market and consumers have been redefined and educated, and competition has become fierce.
Data shows that during the period from 2017 to 2019 alone, the growth rate of the number of new tea shops in third-tier cities reached 138%, and that in first-tier cities exceeded 50%. The picture of a milk tea shop in three or two steps in major commercial districts and frontages Already commonplace.
“It’s easy to enter the milk tea industry. It’s pretty good to have one shop out of 1,000 to make a name.” In Nicole’s hands, there are not a thousand milk tea shops, and hundreds of them. , “In fact, the industry needs a basin of cold water, which seems to have a low threshold. In fact, from raw materials to marketing, it requires a strong combination of resources from all parties, otherwise you will be washed away under the big waves.”
Just like the renewed wave of enthusiasm caused by the opening of the new Cha Yan Yue Se store, it seems that it has become the leeks to be cut under the sickle of the franchise brands. When the enthusiasm is turned into chicken feathers under the ravages of reality, Internet celebrity stores and celebrity stores can still turn around, and cottage franchise brands make a lot of money. How can more entrepreneurs save themselves?