This article is from WeChat official account:Don’t reject by category (ID: nfccmzk) , author: Xiao Yao, editor: Huangjing Fang, from the head of FIG: vision
The high-speed train from Wuhan to Changsha lasts 1 hour and 30 minutes and the fare is 164 yuan.
A cup of tea, the famous milk tea “Orchid Latte”, was priced at 16 yuan per unit. On the first day of opening in Wuhan, the long queue was 8 hours away-this is the number clearly indicated by the merchant.
If you are really impatient and want to drink a cup of legendary Internet tea, you can also ask the scalpers to jump in the line-The price of the Internet transmission peak goes straight to 300 yuan.
Do a simple arithmetic problem: It only takes 3 hours to go back and forth from Wuhan to Changsha, and it costs 328 yuan; the total cost may be more than the queue time in a tea shop in Wuhan + halfway through the queue, it really costs hundreds The cost of asking someone to jump in is even lower.
Of course, this is one of the most clumsy assumptions, but in the Internet celebrity milk tea industry, there is no obstacle that cannot be overcome.
On December 1, Hunan Changsha local beverage shop Cha Yanyue Se opened its first branch in Wuhan. This is also the first time it has set foot in Changsha and officially opened its way to expansion outside the province.
This is not a normal milk tea, butIn recent years, the name card of Changsha that has caused countless heroes to compete-come to Changsha not to drink tea to look happy, like going to Tibet without seeing the Potala Palace.
If you drink it, you may not think it is worth it, but if you don’t drink it, you will definitely regret it. This may become a new interpretation of “tea language” in the contemporary food industry.
A collection of “Tea Yanyue Color” cups posted by Douban netizens
For those who have never drunk tea Yan Yue Lu, “300 yuan for a cup of tea Yan Yue Lu” makes them smell the color-is it really that good?
In fact, when you have such a question, it is half the battle.
From a commercial point of view, the tea Yanyue color is “sought after” by the whole network, the 8-hour long queue and the scalper fee. Everything is confirmed: the next stop for the brand to enter Wuhan is wise and successful of.
The scope of vision is enlarged. This kind of crazy obsession is a certain kind of youth logic operating in today’s society. It can be called impetuous, or traffic, anyway, as long as the word “net celebrity” precedes any item, “black and red” is the inevitable path.
Once upon a time, when “milk tea” was just an ordinary food like potatoes, pork, and chocolate, a cup of fragrant milk tea with Jay Chou’s head was printed on it.To 5 yuan. Today, at the entrance of the newly opened Wuhan Chayanyuese Store, the scalpers during the peak period can offer hundreds of queuing prices, not including the price of milk tea itself.
From 5 yuan to 300 yuan, milk tea is no longer milk tea.
1. Milk tea that is more expensive than “Shenxian Water”
For a self-proclaimed “normal” post-90s, when I first heard about a hundred yuan milk tea, my shock and doubt quickly overwhelmed my desire to taste it. My friend laughed and said: “I think I can find a way to buy it on behalf of girls” sk-II”(a skin care product, referred to as “fairy water”) is also expensive!
Consumer psychology believes that queuing will create the illusion that demand exceeds supply through a principle similar to hunger marketing, allowing consumers to unknowingly produce the illusion that the goods are valued or even value for money during the queuing process.
But there are also some objections: “Half an hour is the bottom line”, exceeding a certain time cost, on the contrary, will cause unrealistic expectations. No matter how beautiful your tea is, it will be just a cup of milk tea after all. What satisfies people’s appetites, not essential medicines or magic pills.
Actually, it’s not the first time that “sky-priced” milk tea has appeared. Just last year, Jay Chou’s MV “Say Good or Not Cry” made his own milk tea brand “Machi Machi” popular. The point is that in the Taiwan store, Jay Chou I often show up in the store in person to make publicity.
This is the most down-to-earth opportunity to chase stars outside of concerts and roadshows.
Later, Jay Chou drove Machi Machi to Hangzhou, and it took an hour and a half to line up. The extra charge for “queuing service” was 150 to 200 cups. If you are looking for a scalper, just 500 yuanA cup.
Jay Chou has its own traffic, and its communication relies on personal influence. Tea beauty relies on the means of telling stories and creating a personal atmosphere in the Internet age.
In the environment of the times, the popularity of tea beauty is not accidental.
In recent years, New Tea Drinks has become one of the “top-flow” Internet celebrities among the many popular outlets. Institutions have invested wildly, and users have lined up wildly. Not long ago, #秋的第一杯奶茶# generated 2.4 billion readers on Weibo. Can already explain the problem, two words: crazy.
But the tea color is still a special case, and it has become the city card of Changsha on its own. To say how good the taste is, to use an old saying: Isn’t it just a drink? Can you still drink a flower?
Besides, flowers are not expensive.
From the unit price point of view, the price of Tea Yanyue Se is far lower than that of Hey Tea. It was initially popular in Changsha, and it was also based on the relatively affordable price and taste.
Some netizens on Zhihu said: The beauty of tea is not a question of whether it is good or not, but “some people, some things, you will remember once you experience them for a lifetime.”
It can be said as profound and profound. You can also say how mysterious it is.
Analyzing tea Yan Yue color articles, one after another
It is undeniable that the business model of Cha Yan Yue Se is successful and worth learning. Whether it is spatial or psychological, Cha Yan Yue Se is good at narrowing the distance with customers, and meets the market demand led by Internet thinking in all aspects:
The combination of brand image shaping and product personality polishing, not only has taste differentiation, but also has its own cultural marketing. It has made a big fuss about the classic style of the country, which has been hot in recent years, and has gradually stabilized although the scale is smallBut the brand status is unique enough.
But as a cup of tea, a piece of food, there are countless fans and numerous emotions. Is it really magical?
Second, the rice ring in milk tea
Someone in the “milk tea group” on Douban seriously analyzed that the reason why the tea Yanyue color exploded in Changsha at first was that the beverage highlighted the light taste. But this is based on the fact that Hunan cuisine is heavy in oil and spicy, and a light drink after eating it just adjusts the taste.
In other words, when the brand goes out of the local area, outsiders will only feel that “there is no tea taste, no memory or taste.”
In the same group, a word called “spiritual shareholders” frequently appeared, which means individuals who do everything to maintain certain tea brands. They can’t allow anyone to say that their favorite brand tastes bad, or even see it. Social news that criticizes cutting corners.
“Late Night Canteen” stills
Does this logic feel familiar? That’s right, rice circle.
In the era of Internet celebrity for everything, even if you are a drink, as long as you capture the taste of the public (especially the youth), Or cater to a certain pain point of today’s era, it has the potential to become “IP”.
In this sense, strictly speaking, the prosperous Li Ziqi, and Ding Zhen, who was suddenly “net celebrity”, are both successful paradigms.
But after all, human beings are humans, and humans have natural and social attributes, which is Kant’s “purpose”It is the sum of reason and personality. But milk tea is only a kind of food, a commodity, and at best, a cultural symbol.
However, Cha Yanyue disdains the simple and rude buy-sell route. It has set up a membership level system and provides every user with “paper points”, one for a cup of “regular price” drink Point, 6 points can be used to redeem the cash discount, you can also exchange for other such as vacuum flask.
Under the flow and user-led thinking, all kinds of points, redemption and other routines all revolve around the “tailor-made” route of consumer-centrism, which is also a common Internet logic-how to digitize and how to come. How do you see how “advanced” comes.
Remember the crazy algorithm for Double Eleven not long ago? It is the “calculation” of manpower rather than the “calculation” of manpower. Various discount calculations comparable to the Austrian mathematics, in addition to the pure desire for consumption, set up consumers’ desire for challenge and sense of accomplishment.
Finally lined up for 2 hours in the Changsha Sun for 2 hours at noon, Xiao Fei finally took the 30 paper points that she had finally accumulated, and came to the tea Yanyue color counter, wanting to change the thermos cup of the same name. But he was told that “the vacuum flask can only be exchanged with electronic points” until the points become invalid. Xiao Fei asked again if he could replace paper points with electronic ones, and the other party resolutely replied: No.
Xiao Fei is about to cry, “I just wanted the thermos cup to save paper points and never spend it. Now it’s a pile of waste paper!”
As a “loyal fan” of tea beauty, in the past two years, Xiao Fei has gathered all 15-point mug styles and 12-point tin cans of tea. She doesn’t understand tea, nor is she I love drinking cups so much. The picture shows the words “Tea Yan Yue Color”.
But now, she decides to completely “flutter off” and “cannot love anymore”.
This unique business model makes the relationship between products and consumers not only buy and sell, but also a relationship of mutual dependence and mutual growth, but once this complicated algorithm is given to some people This has caused a problem. Consumers’ likes and dislikes of products will not onlyConsider the price/performance relationship between buying and selling.
Similar to the complicated disputes, complaints, and slumping outbreaks between fans.
The vigorous worship of milk tea is like a pious carnival. Those consumers who brave the wind and the sun to line up for a few hours for the brand are the people who do their best to cheer for the idol’s top position. On some occasions, they have been called “brain fans.”
“Diet for Men and Women”
“Fanquan” has invaded Weibo and Douban. These are not surprising. At least, those crazy fans are still living people who are shouting loudly, regardless of whether they are produced by industrial assembly lines or rely on Koi-like good fortune has sprung up.
But when someone is caught by a cup of milk tea—it is the appetite of joy, sorrow, sorrow and joy, rather than the appetite of ups and downs, we know that the “rice ring” has penetrated the tip of the tongue in all directions, and the momentum is fierce.
In the era of chasing tea like star chasing, “fans” love tea beauty and have a taste of nurturing idols. Watching this rookie brand open from its first store to its popularity across the Internet, It’s like betting on victory, like a new star’s way to upgrade to the top.
For a long time, in the stereotypes of some people, the “rice circle” encompasses multiple properties such as irrationality, madness, and emotion. Such evaluations are not groundless.
It can almost be said that when everything is tainted with concepts such as fans and traffic, it is difficult to remain pure.
For example, celebrities have proxy filming, and milk tea also has proxy drinking. What’s even more absurd is that drinking on behalf of others is not for tasting, but for dazzling friends. In an era when everything can be commercialized, vanity is greatly utilized.
A more “advanced” way of drinking tea than high prices + long queues. It happens to be lucky. There are few people in line, or right at my door. When others try to buy a cup, I haveHalf down.
Drinking service on Xianyu
Three, let go of the milk tea bar
People who like tea beauty can have a hundred reasons to like it, or there can be only one. In short, he will defend the 1 or 100 reasons at all costs in front of “other people’s milk tea”.
This is not only a personal preference for a certain brand, but also an affirmation of one’s own judgment and choice. Just like chasing a star, it is a pride and instinctive maintenance of one’s own vision.
If an idol is distinctive enough and “exclusive” enough, it can create an emotional connection between a part of the population.
Of course, the commercial market is naturally different from entertainment celebrities. As mentioned above, milk tea is an article, a commodity, and it has no personality or personality. Even if the packaging is unique, the taste is what makes most consumers pay. . This is like an actor, no matter how handsome he is, the only thing recognized by the industry is acting.
But as far as Cha Yan Yue Se is concerned, its fans have at least two characteristics that are difficult to match: One is the initial regionality.
A cup of milk tea is not good, I can change to another place, but the tea is beautiful (once) can only be drunk in Changsha. Therefore, for Changsha people, it has a sense of regional identity similar to the specialty of their hometown.
Secondly, compared to the “capital flavor” stars such as Xicha and Gongcha, who have been aggressively and rapidly expanding from the very beginning, Cha Yan Yue is regarded as “grass-rooted”. The founder Lu Liang was only a failure to open a restaurant at first. Small citizens, this “made”Star” has positioned itself as equal as possible with consumers from the beginning, and it is only natural to gain more “passersby”.
The message on the Cha Yan Yue color bill
In today’s fan circle, there is a term called “fan filter”, which refers to the followers of a certain object, who will be overwhelmed by sensibility and part of rational judgment. It is also like the halo effect in love, which is “preference”. It is also Aiwu and Wu.
Putting back into the milk tea, the tea color has a stylistic and regional blessing, even if taste is aside, a lot of fans’ service attitude to the store, the wording of the official account tweet, and the aesthetics of the cup packaging Style…A variety of additional products surrounding the milk tea itself are enough to become the reason why fans follow.
Therefore, even if it occasionally launches a less delicious style, consumers, or fans, will be more tolerant of it.
Weibo netizens posted check-in pictures
In this sense, from “the first cup of milk tea in autumn” to “queuing for 8 hours, drinking tea for 8 minutes”, contemporary young people’s cult of milk tea can be regarded as a relatively pure emotional attitude, but also comparable. Simple cultural phenomenon.
Behind all the magical reality ridicule about milk tea, it is not only the unclear surprise, but also the unwillingness of the Internet celebrity product.Only young people who travel thousands of miles can accept and understand the logic.
But, the big thing, isn’t it just a few dollars and a few hours? Everything is clear after a cup.
Ten thousand steps back and said, in any case, the first cup of “Tea Beauty” has indeed made Wuhan, who has spent this year in silence, a little bit angry.
This article is from WeChat official account:Don’t reject by category (ID: nfccmzk) , author: Xiao Yao, editor: Huangjing Fang