Once food is bound to the city, the sense of belonging it brings must be unprecedented. For example, Beijing Quanjude Roast Duck, Tianjin Goubuli Steamed Bun and Lanzhou Beef Lamian Noodles. ...

Whether it is temporarily unable to expand outward or not, this has caused the modern China tea shop to drink only in Changsha. The scarcity of this region not only brings high recognition to Changsha locals, but also makes foreigners yearn for it. What they can't drink is always in turmoil.

The binding of brand and city has another advantage. Brands are easier to remember. When you come to Changsha for the first time, you have to punch in. You will miss leaving Changsha.

Moreover, Modern China Tea Shop is also a densely distributed style of play in Changsha, with more than 140 stores in Changsha. For your reference, by the end of 20 18, there were 163 stores in Xicha.

It is conceivable how strong its presence is in Changsha. This kind of multiple visual "screens", like nails, will invisibly occupy the user's mind.

2

Adhere to the national style, Yan value is justice.

Modern China Tea Shop, as a small pride of Changsha people, is not only delicious, but also a major feature.

Different from the cute cartoon style of Xicha and coco milk tea, the modern China milk tea shop initially adhered to the Chinese style. Lu Liang, the founder, said that when he wanted to be a modern China milk tea shop, considering that the cute cartoon styles of Xicha and coco had been accepted by everyone, it was only a dead end to imitate them. I simply made a Chinese style that almost no one involved in 20 13, and also thought about differentiated positioning.

Unexpectedly, this "differentiated positioning" by mistake has become a cultural attribute sought after by modern China tea shops.

How multicultural is the packaging of modern China tea shops? Almost all creative planning sources are Chinese paintings. The design of the cup is directly a famous painting+copywriting, and the copyright of light painting is not a small expense every year.

The menu reveals four words from beginning to end: I have culture. Take the naming of oolong tea as an example. After reading it, Xiao Fei already felt that his lips and teeth were fragrant.

High face value caters to young people's aesthetics, just in time to catch up with the general trend of promoting China's traditional culture. It's hard to think of a circle.

three

Stability and skin, marketing powder absorption

The reason why modern China tea shops can "go out of the circle" is closely related to steady marketing.

More famous is about the self-blackness of the cottage. Before, the receipt said: sue them if you have money.

Now the receipt says: We made a little money and started to sue them. I'll ask if you've been skinned.

Last time, because of rumors that Ali invested in Modern China Tea Shop and went to Weibo for hot search, the official response was a public relations textbook. The explanation that "Dad's father is called Grandpa" is really wonderful.

Although the official blog has only 1.9 million fans, its enthusiasm is very high, and loyal fans can be seen everywhere in the comment area.

"Character" is already a high evaluation. The official Weibo and WeChat official accounts are grounded in this style. Although I have never drunk it, the goodwill of passers-by has been rising. The copywriting is so good and the packaging value is so high. Milk tea should also be good. This accumulation of goodwill has created a good reputation of modern China tea shops.

four

Do feelings and do temperature marketing.

"Soak a cup of tea with temperature" is the slogan of modern China tea shops, and many things they have been doing have not deviated from this slogan.

-? Permanent claim

If you think milk tea tastes wrong, you can walk into any modern China tea shop and ask for a new one. Since human error is inevitable, it is understandable for users to replace it for free. A seemingly simple measure makes the bad review rate of modern China tea shop very low.

-Announce the results of food safety self-inspection.

Publish a food safety self-inspection report once a month, and publish food safety hazards and rectification requirements. Stores with poor performance will be directly reported to informed criticism. According to the founder's description, this way of washing one's dirty linen in public is a compulsion. Put yourself in the customer's perspective and look at health problems. It is better to poke yourself than to wait for others to poke.

-Weibo encourages users to punch in.

As a public social platform, Weibo has great influence on public opinion. Therefore, many brands are actively operating in Weibo, and Modern China Tea Shop is no exception. Looking at the official Weibo of modern China tea shop, we can find that it encourages users to punch in.

I like Weibo praised by users, even if users don't have @ Guan Wei.

Publish activities irregularly to send benefits to fans. For example, the recently launched "Tea Beauty and My Memories" collection activity sent out free coupons and brand surroundings.

This kind of positive guidance, on the one hand, is the performance of "pet powder", on the other hand, it is also creating a good public opinion environment, and promoting the modern China tea shop to become a punching resort.

-Surprises from time to time

The second cup is half price in rainy days, free refills for single products, free redemption of card coupons and other marketing routines are not big but very popular.

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