The new store is 'overkill', and I apologize for the tea Yanyue! Expert: 'Drainage hype' needs to be careful of 'backlash'

The Internet celebrity milk tea brand "Tea Yanyue Se" opened a new store in Nanjing for the first time. However, this Internet celebrity milk tea has caused another storm.

On August 18, before the new Nanjing store opened, there was a long queue outside the store. After half an hour after opening, it was closed due to excessive customer traffic. At the same time, doubts such as "hiring people to line up" and "requesting scalpers to buy hype" have also appeared on the Internet.

The next day, Chayan Yuese issued an apology saying that it would adjust the business hours of the two stores in Nanjing according to the actual situation of "business passenger flow and store capacity conditions", and said that "there will be limited purchases to boycott purchasing agents." and scalping”.

"The popularity of tea and pleasant colors reflects the advantages of its marketing model and brand influence." Guo Jiwei, an expert on brand reputation and crisis management, said in an interview with a reporter from Future.com that for new consumer brands, we should also pay attention to the backlash of "traffic". effect. It reminded that the "brand marketing routine" should not be too much, otherwise it will affect the brand reputation.

Tea Yanyuese Nanjing opened a store and was caught in a turmoil. After being suspected of purchasing hype, she posted an explanation and apologized

As a "net celebrity" in the milk tea industry, Chayan Yuese has been focusing on local development in Changsha, Hunan for many years, so that opening stores in other cities will always attract consumers' attention.

On August 18, two stores in the Nanjing area of ​​Chayan Yuese opened for the first time. According to the live video shot by netizens, the store has not yet officially opened, and there are long queues outside the door.

A reporter from Future.com noticed that the news of Chayan Yuese's opening of a store in Nanjing frequently appeared on Weibo hot searches. According to consumers queuing at the scene, the store was closed for about half an hour after the opening due to congestion caused by excessive traffic.

(Figure according to Weibo)

Subsequently, the Jiangning Branch of the Nanjing Public Security Bureau (@Jiangning Public Security Online) issued a police reminder saying, "We sincerely recommend that the general public do not queue again today. The water in the queue can be bought for many cups of drinks."

A small cup of milk tea caused a turmoil. On the morning of August 19, Cha Yan Yuese posted an explanation and apology through the WeChat public account platform: "Because of a cup of milk tea, it caused too many unnecessary discussions and disturbed everyone. 's sight, but also brought a storm to Nanjing. The company is deeply sorry for this."

(Figure according to Weibo)

According to Ziniu News, after the store was closed, scalpers began to sell milk tea. A scalper told reporters at the scene that after the stickers were sold out, those who did not line up could not buy them. He could take a cup of 200 yuan and take it away. Then a scalper sold the milk tea in his hand to three Meituan errand riders at the price of 180 yuan a cup.

(Pictured according to the official WeChat account of Chayanyuese)

As for topics such as hiring people to queue up, asking for purchasing agents to hype and other topics, Chayanyuese said, "Guessing is also normal, and we don't ask everyone to fully believe our innocence. After all, time is the best way to get to know each other and understand each other." At the same time, Chayan Yuese said that there will be limited purchases in the future to resist "purchasing and reselling".

According to the official website of Chayan Yuese, Chayan Yuese is a brand of Hunan Changsha Chayue Catering Management Co., Ltd. It was established in March 2015 and is headquartered in Huangxing Pedestrian Street, the most prosperous area of ​​Changsha, known as the Star City. Tea Yanyuese focuses on tea and desserts, and is a tea brand integrating R&D, production and sales.

(Pictured according to @Tea Yanyuese's official Weibo)

Chayan Yuese accelerates the market layout in other cities, but it is frequently "planted" in marketing

It is understood that in April this year, Chayan Yuese revealed that it began to accelerate the layout of the market in other cities. Among them, the store in Chongqing opened in June, and the new store in Nanjing opened in August. At present, Chayanyuese has deployed in Chongqing, Nanjing, Wuhan, Zhuzhou and other foreign markets.

It is worth noting that the phenomenon of "big queues" at the opening of a new Nanjing store is not the first time. According to media reports, on December 1, 2020, Wuhan's first Tea Yanyuese opened, and there were long queues outside the door early in the morning. At the same time, there are also phenomena such as purchasing and queuing on behalf of the scene.

In April 2021, when the Chayan Yuese pop-up store first landed in Shenzhen, many young people stood in line to buy milk tea under the high temperature of more than 30 degrees. . At that time, the popularity of the tea color was so popular that the Shenzhen traffic police once issued an article: "Please citizens and friends travel green."

In addition to the phenomenon of offline purchase restrictions and purchasing agents being questioned by consumers, the online marketing advertisements of Chayan Yuese have also "fallen into trouble". In February 2021, the Chayan Yuese mug is printed with "There are many beauties who come to Chayan to buy milk tea. If you happen to know one, you can whisper to our friends: 'I picked up a basket'." This paragraph The advertisement was considered by netizens to objectify women and disrespect women.

Guo Jiwei, an expert on brand reputation and crisis management, said in an interview with a reporter from Future.com that in the field of new retail, Chayan Yuese can build a new consumer brand, and it must be superior in its marketing model, at least its Marketing models can promote certain sales and brand influence.

But at the same time, Guo Jiwei reminded that the brand marketing routine should not be too much, otherwise it will affect the brand reputation. Guo Jiwei said, "Now many new consumer brands borrow some gameplay from the fan circle, which is indeed conducive to attracting and increasing fans. However, traffic is both an opportunity and a risk. Some of the traffic they attract through hype is not necessarily related to their brand or their brand. If you are interested in the product itself, you may not have loyalty to it, and over time, it may be a backlash to its brand’s influence and vitality.”

(Pictured according to @Tea Yanyuese's official Weibo)

From the perspective of the capital market, the "net red" is still receiving much attention. According to public information, since 2018, Chayan Yuese has experienced 4 rounds of financing.

Among them, in January 2018 and July 2019, the angel round and equity financing were obtained respectively, and the investors involved Tiantu Investment and Shunwei Capital. In August 2019 and August 2020, Chayan Yuese successively completed the A and B rounds of financing participated by Yuansheng Capital, Source Code Capital and Wuyuan Capital.

Author | Future Network reporter Xie Qing

Future Net