Chapter five hundred and ninety-ninth I eat a little too much
When Lu Sifang reported all the relevant information about the Series A financing to Zhou Dongsheng, Zhou Dongsheng once suspected that he had heard the wrong amount.
It was repeatedly confirmed that the unit of 50 million is RMB, which is equivalent to the common unit of financing in US dollars, which is just over 7 million. The return that this high-quality and low-priced investment can bring among the many projects invested by Dongsheng is already no less than
Bike sharing.
Zhou Dongsheng almost smiled crookedly. He didn't expect that by taking advantage of the situation, he suddenly made a big mistake. The current valuation of Heytea was so underestimated...
Zhou Dongsheng conservatively estimated that the amount would be doubled. Of course, he did not dislike the fact that he had more money.
However, after thinking about it and thinking about it carefully, Zhou Dongsheng roughly understood the reason. Nie Yunchen's original career was indeed booming.
However, choosing to rebuild a brand is a risky move. Even if you have the successful experience of the Imperial Tea brand, you may not be able to easily replicate this success.
After all, every successful example is difficult to replicate. The so-called successful experience can only be learned from, and there is no possibility of copying it mechanically.
If you ignore factors such as "the right time, the right place, the right people," and other factors and forcefully follow suit, it will often just be the result of imitating others.
This is also the biggest flaw of the popular "Success Learning".
Therefore, even though Nie Yunchen had a successful experience, he still did not dare to categorically guarantee that he could continue his success this time...
At this point in time, Zhou Dongsheng's appearance is equivalent to taking advantage of the opportunity, and quietly became a huge "variable" in Nie Yunchen's heart!
After all, people are like trees. Now Zhou Dongsheng is famous. Just being able to join the Wuzhen dinner party and chatting and laughing with a group of capital tycoons is enough for ordinary people to brag about for a lifetime.
As for Nie Yunchen, although he has a small fortune now, there is absolutely no comparison with Zhou Dongsheng, who is similar in age.
This kind of preconception and the psychological effect of putting himself at a disadvantage, coupled with Zhou Dongsheng's unreserved optimism and guidance, undoubtedly gave Nie Yunchen great confidence.
Therefore, in Nie Yunchen's mind, Zhou Dongsheng's "variable" can greatly reduce risks and increase the probability of success.
Under the influence of various factors, this financing can definitely be regarded as taking advantage of the situation, and it was finalized with your consent.
If it were delayed for a few more months, Nie Yunchen would have taken the risk of rebuilding "Hitea" and achieved results. After tasting the sweetness of success, Nie Yunchen...
Naturally, Zhou Dongsheng will not be allowed to take advantage in vain. At least he has the confidence to strive to double the valuation based on reason.
After thinking about this, Zhou Dongsheng couldn't help but sigh, the pleasure of picking up leaks is really wonderful.
After taking such a huge advantage, how could Zhou Dongsheng be too embarrassed to do anything?
For Heytea, which has chosen to start from scratch and prepare to reshape its brand value, the most urgent need is to increase market visibility and shift consumers' attention from "Imperial Tea" to "Hiytea" as soon as possible.
It just so happens that the resources Zhou Dongsheng has in his hands are what Nie Yunchen needs most urgently at the moment!
…
The next day, Pengcheng Coast City Shopping Center.
After a facelift, the store has a completely new look, and a new sign "HEEKCAA" has been put up. Even the decoration style has been completely changed.
The addition of gray and white tones to the original mainly black decoration style has brought more changes to the style of the entire store. There are also bright and clean floor-to-ceiling glass windows, which are enough to allow any passerby to have a clear view of the store.
The decoration style of the store is full of literary and artistic atmosphere, which shows that Nie Yunchen has put a lot of thought into it. The overall visual effect is very harmonious and pleasing to the eye.
Nie Yunchen may still feel unsure about such a big thing as rebuilding the brand, but after being able to open more than 50 stores from one store all the way, Nie Yunchen still has some experience in how to attract consumers' attention to this small matter.
In addition, after the conversation with Zhou Dongsheng, Nie Yunchen had his own understanding of the word "Internet celebrity", and the changes in decoration style naturally changed greatly.
There is no doubt that this avant-garde decoration style is still very novel at the moment, and it is enough to give consumers a sense of instant recognition, making people have the urge to try it and get it done quickly.
Nie Yunchen naturally attaches great importance to this "Hi Tea"'s first store, although he is not superstitious enough to ask professionals to arrange an auspicious day for the opening...
But Nie Yunchen also specifically chose to open on Saturday, wanting to take full advantage of the huge flow of people in the shopping mall on weekends and strive to get a good start for the first "Hi Tea" store.
In addition, Nie Yunchen came directly to the scene to preside over the work. The boss personally supervised the work, so that all employees in the entire store did not dare to neglect their positions and worked conscientiously at their posts to make preparations.
After the opening ceremony with lanterns and colorful decorations was completed, the first Heytea store was officially opened!
Many passers-by had long been attracted by the lively opening ceremony at the door and had been waiting for a long time. As the store officially opened for business, they couldn't wait to walk into the store.
Of course, since it was still early and it was a day off, there were only a few young people among the crowd watching the fun, and they were mostly middle-aged and elderly people.
After all, what serious young person would choose to go shopping in the mall early in the morning? On rest days, of course, he has to sleep hard on the bed, and he has to sleep on the bed so that he is disheveled and depressed.
It won't be until three o'clock in the morning that I will leave the bed with unfinished thoughts, go out in high spirits, and meet up with friends for morning tea or something like that. The weekend must be so pleasant.
As we all know, morning tea and breakfast in eastern Guangdong are completely different concepts.
As a group of middle-aged and elderly Wuyang Wuyang watched the excitement pouring into the store, they were often amazed, "The decoration is quite high-end, it looks quite unique..."
"Beautiful girl, what are you selling here?" Some people came to the counter and asked curiously.
"We sell milk tea. Here is the menu. Auntie, please take a look first and try our signature cheese milk cap series..."
At first glance, the middle-aged aunt looked ordinary in her clothes, but the clerk did not neglect her at all and still greeted her warmly.
In addition to the reason of being supervised by a boss, in eastern Guangdong, it is obviously an unwritten law not to judge people by their appearance, just like frying snow peas with pigs, it is a law!
The middle-aged aunt glanced at the menu, her eyes inadvertently stopped at the prices, then she paused for a moment and nodded involuntarily.
"The price is not expensive, so let me order a cup to try. This should be the first cup of milk tea in the store, right? I'm looking for good luck." The middle-aged aunt said calmly.
The clerk became even more enthusiastic when he heard this, and his little mouth was immediately covered with honey, "Yes, Auntie, this is the first cup of milk tea in our new store. After drinking this first cup of milk tea, Auntie will definitely have good luck. Touch it...
…”
The middle-aged aunt's eyes lit up and she said with great satisfaction: "Hey, this little girl can talk. Just because you said this, give me three more cups and let some of my card buddies also have a try..."
Even though the aunt is unremarkable, she might just be a simple and unpretentious housekeeper.
Of course, more people took a look at the menu and walked out of the store casually, inevitably muttering something like, "What's so good about a cup of broken milk tea? It's so expensive."
They just want to be lively and novel, and obviously not everyone can accept the high unit price of Heytea.
However, pricing itself is also a process of screening consumers and finding your own audience. Just like the positioning of luxury goods, it never pits the poor.
As for the brand positioning of Heytea, Nie Yunchen still continues the idea of Imperial Tea, using real materials and making products in a down-to-earth manner. Compared with the cheaper milk powder brewing and other methods, the cost is naturally much higher.
.
The high cost will naturally be reflected in the pricing. However, the reason why Imperial Tea was able to carve out a niche was because of product differentiation.
Judging from the successful experience of Imperial Tea, this price range still has a fairly stable audience group, and at the same time, the product concept of "you get what you pay for" has also been recognized by consumers...
Therefore, Nie Yunchen naturally chose to continue this successful experience and made improvements and progress based on past successes...
Taking advantage of the dividends from the opening of the new store, even during the unpopular time in the morning, the store still easily sold thirty to fifty cups of milk tea, and its turnover successfully exceeded a thousand.
Naturally, Nie Yunchen was not moved by this meager achievement. At this time, he was absentmindedly in the store, looking out the door from time to time. Every customer who entered the door would receive a salute with his eyes.
The performance of the boss Nie Yunchen could not help but make a group of employees whisper in private. After discussing for a long time, they still could not understand Nie Yunchen's intention.
We don’t dare to ask, we don’t dare to say, the boss has his own reasons.
"Didn't Mr. Zhou say he was coming over? Why haven't you come yet..." Nie Yunchen couldn't help but mutter in his heart.
In addition to being concerned about the business situation of the first store, the other important purpose of sitting in the new store today is obviously to wait for Zhou Dongsheng to come over.
Originally, Nie Yunchen wanted to invite Zhou Dongsheng to the company. Unexpectedly, Zhou Dongsheng strongly expressed that he wanted to come and have a look in person and give himself a small gift...
Naturally, Nie Yunchen did not dare to neglect this. The store had been eagerly waiting for Zhou Dongsheng's arrival. Just when Nie Yunchen almost turned into a Wang Fu Stone, a familiar voice finally arrived belatedly.
Zhou Dongsheng walked towards this side like a wild crane, followed by a young and cute little girl.
Nie Yunchen couldn't help but his eyes lit up, he came out after calling for a long time, and hurriedly greeted him.
"Welcome Mr. Zhou. Your presence and guidance will really make this small shop shine~" Nie Yunchen greeted warmly.
But when Zhou Dongsheng heard it, he felt an inexplicable and strange sense of sight. He couldn't help but feel uncomfortable all over, and he waved his hands quickly.
"No, no, no, it's not that big of a deal, I just went to bed a little late, I want to apologize to Mr. Nie..." Zhou Dongsheng said with a haha.
Obviously, Zhou Dongsheng belongs to that group of serious young people who don't get up early.
"To show my sincerity, didn't I just bring a gift?" After speaking, Zhou Dongsheng pointed to Yang Zimi who looked innocent.
"Ah? Isn't it illegal to buy and sell people?" Nie Yunchen said coldly.
"Pfft~" Even Yang Zimi couldn't help laughing.
"Can't I just introduce someone to you?" Zhou Dongsheng didn't respond slowly, and continued with a teasing tone.
We were all young people, and the atmosphere became more harmonious after making a joke. Zhou Dongsheng casually looked around at this first Heytea store, and found that it was still different from the image in his memory.
After all, in his previous life, by the time Zhou Dongsheng first saw a Heytea store, the company had become famous all over the country and was already known as the "Hermès of milk tea".
Although it is a bit exaggerated, Heytea did indeed lead the trend in those years, and some of its first products became the objects of imitation by its peers.
At the same time, it has become the leading social currency in the circle of friends, replacing the original Starbucks and becoming the new favorite among young people.
Become the far-reaching leader in the new tea beverage industry, and also a favorite in the eyes of capital...
The Heytea in front of us now is still in its initial appearance. Even the name has not been simplified to "heytea", but is a sign that makes Zhou Dongsheng look slightly unfamiliar.
"What does this sign mean?" Zhou Dongsheng asked curiously.
"HEEKCAA, doesn't it mean Hey Tea in Cantonese?" Nie Yunchen said with a hint of satisfaction, obviously very satisfied with his creativity.
"There will be a deduction for using homophonic memes!" Zhou Dongsheng couldn't help but complain in his heart.
However, there was still a look of realization on his face, "This homophone is a bit interesting. By the way, let me introduce to you, Yang Zimi, my gourmet internet celebrity..."
"The little gift I gave you is related to the video content she made."
Then he said to Yang Zimi: "This is Nie Yunchen. Even though he is young, he started from scratch and is now a billionaire. For such an outstanding young talent, if you are really interested, you can consider making a fake show..."
Zhou Dongsheng laughed and joked that although Yang Zimi was pretty and looked cute and lively, he had no appeal to Zhou Dongsheng.
After all, in the eyes of someone who has experienced it, one word is enough to sum it up.
"Cuteness is nothing compared to sexy!"
"No matter how good a boss is, why don't you think about me first?" Yang Zimi looked cute, but deep down he was a hot Sichuan girl and refused to be outdone, so he immediately counterattacked.
Then he put on a lively look and greeted Nie Yunchen, "Hello, Mr. Nie! It's our first time meeting you, please take care of me!"
It's hard not to leave an impression on people with the appearance of this double-faced girl.
"Hello, how about we sit in the shop and try our milk tea first..." Nie Yunchen greeted warmly.
"Okay, it's just that I ate a little too much..." Yang Zimi shyly touched his head and said, with a hint of cunning in his eyes.
"Feel free to eat, I'll treat you!" Nie Yunchen said without hesitation.
How edible can such a petite and cute sister be? Nie Yunchen thought inwardly.
Looking at Nie Yunchen's reaction, Zhou Dongsheng knew that Yang Zimi was not famous enough, but it was normal for Nie Yunchen not to recognize a small Internet celebrity with less than 10 million fans.
Zhou Dongsheng tacitly agreed not to reveal it, and the two of them walked into the store together.