Lujiao Lane, Lele Tea, Answer Milk Tea and Honey Snow Ice City are usually associated with these brands by the word "Internet celebrities". This time, some "online celebrities" milk tea got into trademark disputes, and a number of early online celebrity foods such as "Nice to meet you" declined one after another, which also triggered a heated discussion on the life cycle of "milk tea". The industry believes that for brands like tea shops, it is only a matter of time before the curtain call of "network celebrities". The labels of online celebrities were torn off just to say goodbye to "milk tea is greater than products." However, will the transformation of milk tea continue after the halo of popular "network celebrities" has been eliminated?

Tea shop is one of the most profitable shops in various forms. Compared with restaurants, supermarkets and cinemas, tea shops are undoubtedly a more efficient business model. The consumption experience of China milk tea industry can be roughly divided into three stages:

1. The tea shop initially looked simple and low-end. Streets and alleys can be seen everywhere. The area is generally only a few square meters. Most of them appear in the form of window shops. The products are generally milk tea powder made of creamer and fruit powder.

2, consumption upgrading makes these brands gradually fade out of people's sight, and some brands with more selling points begin to appear, such as Happy Lemon founded in 2006, COCO Can founded in 2007 and so on. These milk tea brands are called "the second generation".

3. However, as consumers pay more attention to their own needs and personal styles, and attach importance to and differentiate their consumption experiences, personalized milk tea brands become more competitive. As a result, a more "advanced" tea culture began to appear, and the milk tea industry ushered in the third stage of development.

Great changes have taken place in the brand, which has reversed the situation that consumers are not loyal to the brand of milk tea. Being loved and sought after by young people, there are also many "online tea shops" that need to queue for an hour or even several hours. However, the person in charge has repeatedly publicly expressed the attitude that "milk tea is not an online celebrity" and is very reluctant to post the online red label. Relatively speaking, Lujiao Lane does not exclude the label of "Internet celebrity". "Being regarded as online celebrity is actually quite good. At least this means that we have our own position in the hearts of consumers and can be recognized by more people. " Qiu, the founder of Lujiao Lane, also said that there is a sense of crisis, because brand exposure is brought by "online celebrities". Maybe only six months. In order to achieve long-term development, we must seize the golden period of half a year, complete product iteration and expand stores. Actions like Starbucks have changed from "network celebrities" to community spaces that people need in their communities.

We may still remember the recent incident of Hanwang Han Hong Hotel: it attracted a lot of "Nice to meet you" by emotion, not only closed the store, but also owed employees wages.