Isn t the method of exposing one s own ugliness not afraid of having a negative impact on the bran

I'm afraid, how can I not be afraid, after all, this is not a good thing, but it is always better to expose yourself on your own initiative than to expose it to others, and it may also have unexpected miraculous effects.

One: What is exposed does not hurt the fundamentals. We can learn from the tea and joy on WeChat*** that its marketing personnel will take the initiative to release the bad reviews of customers, and will regularly release the results of the company's internal reports on some stores with irregular behaviors or poor evaluations, so as to achieve the effect of mass supervision.

At first glance, this is a self-exposure scandal that will not have a good impact on the company, but after thinking about it carefully, you will find that these things have no negative impact on the company's operation at all. <>

The reason why I say this is because it is impossible for any drink to be 100% praised, as the so-called turnip greens have their own preferences, and everyone's taste is different. Take the signature orchid latte with a pleasant tea face as an example, some people may like to drink it, but some people think that this taste is very strange, so it is reasonable for the latter to give a bad review, but this kind of person is a minority after all, and most people still recognize the taste of tea and pleasant color. Looking back at the practice of taking the initiative to inform the stores that are not doing well, in my opinion, this kind of behavior is simply not too nice, this is simply reassuring consumers, so that consumers understand that we are so standardized, so rigorous, and will take the initiative to correct problems when encountering problems, so this kind of tea and beauty, everyone will only like it more and more.

Second: the honest way of doing things can shorten the distance between consumers and consumers. I don't know if you have ever heard such a sentence, "It is always better for you to take the initiative to expose things yourself than for others to help you poke them out."

Because it is an era of information, and there are so many paparazzi, it can be said that as long as there is a problem in your company, you can't hide it, and one day it will be poked out by some people who don't want you to be good. <>

Therefore, taking the initiative to expose it is definitely a clever move, which can not only make everyone feel that your company is very honest and honest, but also shorten the distance between you and consumers, compared with other bubble tea shops, people will be more willing to go to you to consume. After all, you believe in the customer so much, the customer has no reason to abandon you, and besides, there is no perfect thing in this world, and it is normal for anyone not to make a small mistake.

Three: Another wave of marketing has been done invisibly. In addition to the above two benefits, the most important point is that you can invisibly give yourself a wave of advertising, and this kind of advertising still does not cost money.

Why? It is because many consumers are very idle now, they have nothing to do, they like to watch some gossip, the more things you do, the more they like to watch, and this kind of self-exposure of ugly things can just meet the curiosity of some consumers who are afraid of the world, and what is more absolutely is that consumers will not hate you at all after reading it, because these ugly things are just some innocuous little things.

The *** and official Weibo of the tea and pleasant faces, the places where these young fans gather, are more carefully maintained. The content and layout of each article are consistent with the brand tone, and the interaction with fans is also very down-to-earth. Comments on the good and bad, they will all be released.

The standard is "just be real", and this frank personality is also consistent with the preferences of young consumers.

Not only will "bad reviews" be released, but also "food safety self-inspection reports" will be released regularly every month to directly report the results of the inspection. For stores with poor performance, not only "report criticism", but also announce food safety hazards, rectification requirements, and even monitoring between operations**. Isn't this method of "exposing one's own ugliness" not afraid of a negative impact on the brand?

There are some areas where we do not do well enough, and I think it is too light. Lu Liang said that his mentality is that instead of others "poking" out, it is better for me to "poke" myself. In order to maintain the standardization of store operations, they have a management team's store inspection, a mysterious person's store inspection, and monitoring, and problems will come out when they are found.

There's nothing ugly about home, this is a kind of reversal. If you yourself (the employee) as a customer, look at your behavior and don't blush? ”

Because of good interactivity, they can often get thousands of comments for an article, and fans sometimes write hundreds of words of "small composition" in the message area to share their feelings and stories... Lu Liang feels that this is due to the fact that when they deal with fans and users, they are "down-to-earth, not cold, and dirty", "content generates traffic, this is the core". For this kind of self-destructive ugliness, this is just a marketing method, and it will not have an impact.

I don't think so, it's a unique approach that will attract more consumer attention.

On the contrary, people like to present it in a way that is open and not fake.

It's possible to have an impact, but there will still be people who like it.

Don't be afraid, because this will make consumers more aware of the product and attract consumers' attention.

They are certainly not afraid of negative impacts, because Changsha is still quite a place with high tourism volume.

As long as you are strong enough, if you do this, others will think that you dare to expose your own shortcomings.

They are not afraid of negative effects at all, because their customers will surely understand.

I think this should be said to be a different way, but it makes consumers like it more.

Of course not, after all, they have captured the psychology of consumers, haven't they?

Founder of Tea and Joy Lu Liang.

In order to make a living, he only started to create Chayan Yuese at the age of 35, and after the fire came out of the circle, he was hotly searched, watched, and discussed, but Lu Liang just wanted to keep a low profile and stick to opening more than 500 stores in Changsha.

After repeated failures, he founded a Chinese-style milk tea shop at the age of 35. Born in Changsha, Hunan Province in 1978, Lu Liang is an authentic Changsha gentleman. Straightforward, stubborn and high-profile with love and show, this is the typical characteristic of Changsha's "Brother Man".

Lu Liang obviously does not have the personality of "Changsha Mange", pragmatic, simple and unassuming, with a slightly "comic" temperament. Before the age of 35, Lu Liang was an ordinary person, in order to make a living, he engaged in various jobs, did cultural and creative work, set up stalls and painted, opened braised meat shops, joined tea shops, etc., but all ended in failure.

Party A and Party B have done it, but they haven't made any money", Lu Liang said, stumbling, people are middle-aged, old and young, nothing has been accomplished, and the pressure of life has always been with us.

Rooted in Changsha, polishing products and services, but unexpectedly became Changsha's business card.

Founded in 2013, Chayan Yuese is a creative milk tea focusing on tea drinks, which has been deeply cultivated in Hunan for 7 years and has lived in Changsha for a long time, and has now developed into a local cultural business card.

The love of local food may be a kind of urban character that goes deep into the bone marrow of the people of Changsha, and at the same time, because it has not been out of Changsha, it also gives it an additional identity: Changsha characteristics, for Changsha people, tea and pleasant color beef pie = Changsha beef pie.

Moreover, it is precisely because of the sense of regional scarcity created by not stepping out of Changsha that the unintentional "hunger marketing" has made the name of the Internet celebrity.

The image is pleasing - good-looking.

The tea and pleasant color products are positioned as Chinese tea drinks, and their external image also complements the products, bringing great visual impact to consumers!

First of all, from the VI vision of logo, store decoration and store layout, tea and joy completely follow the positioning of Chinese tea. Whenever consumers see this brand, they feel a strong Chinese style.

And it is not unpretentious, without a sense of pretentiousness. Secondly, from the naming and packaging style of the milk tea itself, it is also unique. In terms of naming, the green tea series is called Huansha Green, the black tea series is called Hongyan, and the oolong series is called Oolong Courtyard, which is amazing.

Its packaging style is even more expensive, and it is said that it spent millions of yuan to buy the copyright of many famous paintings of court painters for design. At the same time, it is combined with beautiful words, which can be described as a perfect match!

The reason why Chayan Yuese can become a national Internet celebrity is first of all based on taste. It is understood that there are two main product forms of tea and pleasant color: tea + cream cream, tea + milk foam.

There is a certain difference from the common milk cover tea and fruit tea product forms in the new tea beverage industry. And according to the official statement of Chayan Yuese, Nestle fresh milk is used, the cream on the milk cover is animal light cream, and the nuts are imported nuts, which ensure the taste to a certain extent. [Click to learn more about the franchise project].

Tea and joy are now very famous in the market, and the consumer reputation is also unanimously praised. There are a lot of consumers who are not in Changsha and can only go to Changsha to check in when they travel, so there are many people on the Internet who want to introduce the products of Chayan Yuesejia, and do a good job of the product strategy of Chayan Yuesejia in advance, and then you will know when you go directly to check in.

If you want to know more about Chayan Yuese, you can consult Chayan Yuese, the brand started in a small store of less than 30 square meters at the entrance of Changsha Division. As a local new freshly brewed tea brand in Changsha, Chayan Yuese uniquely practices the subdivision of "New Chinese Fresh Tea", adopts the concept of "New Chinese Tea", integrates the extraction method of Italian coffee into the production of Chinese tea, insists on freshly blending and extracting each cup of fresh tea, and retains the most suitable taste of fresh tea. In June 2021, Chayan Yuese opened a total of 400 directly-operated stores in Changsha, Changde and Wuhan.

Tea and beauty are not listed.

According to the current scale of development, Chayan Yuese does not have sufficient conditions for listing, because listing is to meet relevant standards, especially the main board market. Of course, there should not be much problem in the GEM market, and it is difficult to go on the Science and Technology Innovation Board, which is not a technology-based company.

Burst into popularityPleasant and pleasant color is over-marketing, I think the specific reasons are as follows

First, the cost and selling price are too different

200 cups of pleasant milk tea,And the raw materials of milk tea are:Green tea, black tea and oolong tea,Black and green teaThe market price is 135 yuan

However, 15g of black tea can make 500g of milk teaSome merchants cut corners and even less.

Milk tea with such a low costThe price is already around 13Violence, selling to 200 is simply too exaggerated.

IISuccessful brand marketing

BrandsIt includes two parts: brand name and brand identityEspeciallybrand name abovePleasant and pleasant colors are particularly successfulCaught the moment drinking milk tea a lot of young couples,

Pleasant and pleasant color is the original meaningDescribe the attitude as gentle and kind,Due to the fact that the marriage rate is getting lower and lower nowThe official also pointed out that let boys be warm men, which is also in lineThe call of the nation.

Therefore, the brand marketing of Harmony and Joy can be described as very successful.

3. Romantic emotional marketing

Pleasant and pleasant color meansDescribe the attitude as gentle and kind,, publicityLet male consumers buy for their partners, with a warm and intimate meaning

At the moment, young girls still eat this set very muchAnd gradually "spread" under the role of the circle of friends,The psychology of comparing with each other has also driven the sales of milk tea.

Fourth, psychological pricing strategy

Consumers who are pleasant and pleasant areYoung couples, caught their curiosity psychology,Use psychological pricingBy advertising the characteristics of the product that distinguishes it from its competitorsIt is determined, but it meets the needs of consumers, so consumers are willing to payBut except for young couples, there should be very few middle-aged and elderly people to buy.

So the brand marketing and emotional marketing are doing a good jobBut marketing expensesIn the end, it will be passed on to consumers. So a cup of milk tea sells for 200, which is indeed over-marketing.

I think it's over-marketing.

1.In recent years, the proliferation of "hunger marketing" strategies has led many people to wonder if this is a sales method of merchants when they see such a "vision" of long queues.

2.Milk tea is just a drink, don't be overly "deified". The promotion of the brand is overwhelming, the inducement of social ** is pervasive, and it is really difficult for consumers not to pay for it.

3.Consumers who have money and leisure are willing to queue up to buy a cup of milk tea, which is all personal freedom, but at the moment of the epidemic, it is still necessary to pay attention to the risks brought by high-density population gathering.

I think it's over-marketing. Tea and joy on the Internet marketing is used freely. It has chosen a production method that seeks common ground while reserving differences.

Compared with the most common product forms in the tea industry, the product forms of tea and joy mainly include tea + cream and tea + milk foam. While attracting consumers to make purchases, it satisfies consumers' strong curiosity.

According to people who have tasted Chayan Yuese, Chayan Yuese is delicious, but not as delicious as imagined, and compared with other tea brands on the market, Chayan Yuese is not significantly better than the strength.

Secondly, although it is just a cup of milk tea, Chayan Yuese has a very clear positioning of his "personality". As we all know, compared with the easy overturning of celebrity personalities, milk tea can better help brands form IP. Once the IP is formed, you can complete the circle with the innate cognitive advantages and traffic advantages.

Tea and pleasant color have always run through the traditional Chinese style, and with the unique insistence of Chinese tea and Western making, it shows the unique quality of the brand. In addition, the tea color has a strong regional character. After all, in the first 7 years of its establishment, it has not left Changsha.

Therefore, this makes the tea and beauty in the publicity, more Changsha characteristics of the identity, this kind of propaganda attached to a city, only relying on the Changsha consumers themselves to spread will have a very significant effect.