On weekend afternoons, the Coast City Shopping Center ushered in its peak period, and it was bustling with people coming and going, including many young couples walking together in pairs.
"Oh, Coast City is so far away, why did you come all the way on a big weekend? They are all shopping malls, and the shopping mall here is more interesting?" the young man complained reluctantly.
The girl on the side said enthusiastically: "What do you know? There is a new milk tea shop here that is very popular. I even saw it on Douyin!"
"It happens to be in Pengcheng. I was thinking that since we are so close, why don't we drop by and take a look? You don't know that there are many people from other places on the Internet who are just envious. After all, this store is newly opened and it is unique!"
Listening to his girlfriend's cheerful description, the man still looked uninterested and couldn't help but muttered, "Isn't it just a cup of milk tea?"
"What did you say?! You just don't want to accompany me, then I can find someone else to accompany me!"
The little girl who was so cheerful before was immediately unhappy. She put her face down and walked forward angrily.
The young man was secretly angry and slapped himself lightly, "You're so mean-mouthed, why did you recruit her after she's here?"
Then he hurriedly followed, and was about to make a joke about it with a playful smile. Unexpectedly, the woman stopped and looked around and saw that there was a long queue in front of her.
"Hey, I didn't see any publicity for large-scale events at the entrance of the mall. Why is there such a long queue here?" the young man joked.
"Hurry up and line up! This is the milk tea shop. I didn't expect there to be so many people queuing up. I'll take a photo first!"
The anger came and went quickly. When she saw this lively scene, the young woman didn't even bother to be angry with her boyfriend. She quickly took out her mobile phone to take a photo and record it, and then opened the Douyin short video, preparing to record a short video and upload it.
Of course I have to take photos and record them, and I don’t have a holiday every day...
"What the hell?" The young man couldn't help but be stunned. How could people queue up for just a cup of milk tea?
Then how delicious this is! I don’t believe it. I’m going to see how delicious this cup of milk tea is today!
The young man was indeed aroused by the grand queuing scene in front of him and started queuing very actively. His girlfriend actively took a short video and shared it on Douyin short video, and also casually shared it with her circle of friends and groups.
Chatting...
Coincidentally, it is obvious that this girl is not the only one doing such things. On the entire Douyin short video platform, the popularity of the word "Hitea" has also suddenly increased dramatically.
The food shop exploration video of [Big Stomach Prince Secret] was like a fuse. Under the ignition of the fans on the platform, a fire started on the platform in a very short time.
When the popularity reaches a certain level, more and more young people in Pengcheng will naturally notice this store. Driven by curiosity, there will always be people who go to try it.
Even if such people only account for a very small number, the hundreds of people online may be just a drop in the ocean, but if they were put offline and there was a long queue of hundreds of people...
For offline stores, it is also a rare and magnificent sight. In addition, Coast City Shopping Center is in the peak period of weekend afternoons, which is when the flow of people is getting higher and higher throughout the day.
In a shopping mall where people come and go, there is a long queue in front of just such a store. Even if you are not bewitched by Amway online, just the grand scene of queuing in front of you can't help but make people curious.
A milk tea shop? Is it really that delicious? I have nothing to do, why not give it a try?
The queuing effect always makes people subconsciously believe that this store must have its own uniqueness, otherwise there would not be so many people queuing up.
In the same way, no matter how splendidly decorated a store is, it is empty, and the desertedness alone is enough to dissuade most consumers.
After all, trying means paying a certain cost, and the vast majority of consumers are cash-strapped, which means it is impossible to experience all products unscrupulously.
Therefore, the superficial appearance of queuing is one of the methods used by the general public to screen, and this huge audience is also a major reason why the evaluation industry continues to thrive.
Food shop exploration is naturally also a kind of evaluation.
The long queue at the Heytea store in front of us is obviously a typical example of the transition from online to offline. As the number of people in the queue increases, there are also many people who are amazed and watching the excitement. Naturally, some people also snap it up casually.
Share it online.
"It's so new. Now even milk tea shops have long queues? How delicious it is."
"At first glance, it looks like hunger marketing. Maybe they hire people to queue up."
"I think so. Isn't it just a cup of milk tea? Does drinking it have any special effects?"
Everything has two sides, and there are many cynical discussions like this, but obviously, this kind of group is not the target audience of Heytea.
When you turn your nose up at the marketing of a product, it only proves that you are not the audience for this product. This screening process is also one of the functions of marketing.
Just like low-grade scam text messages such as "Congratulations on winning an Apple computer and a bonus of 50,000 yuan", the essence is to quickly screen the audience. Only those who believe it are the target audience of the scam.
There are all kinds of temptations like this, and they are never less available in the big dye vat of society. Some are specifically targeted at middle-aged and elderly people, and naturally there are also those specifically targeted at young people.
After all, there is always a group of people who specialize in studying the weaknesses of human nature, and they are all-pervasive. As the old saying goes, you can only be a thief for a thousand days, but there is no truth in guarding against a thief for a thousand days.
No matter how vigilant you are, who hasn’t had a moment when you are unprepared?
Therefore, statements such as "the theory of victim guilt" and "the fly never bites the perfect egg" are always undesirable.
Closer to home, even if it is sarcastic, to a certain extent, it is adding to the popularity of Heytea. After all, nothing can satisfy and like everyone.
Even money is like this, doesn't it mean that some people claim that they have no interest in money at all?
What’s more, a cup of milk tea?
In addition to cynicism, some users finally managed to get a cup of milk tea and couldn't wait to take a sip.
I don’t know if it’s because I waited in line for a long time, but I subconsciously gave this cup of milk tea the value of “fruits of labor”. It makes people feel that it is particularly delicious, as if the milk cap tastes particularly sweet, and the tea has a lingering aftertaste.
So delicious!
How can you not post such a delicious milk tea on WeChat Moments? If you don’t take photos and record it, doesn’t rounding it off mean you haven’t had it?
Under such sharing, the first one to bear the brunt is naturally the local circle of friends in Pengcheng.
As mentioned in the six-dimensional space social theory, there will be no more than six people between you and any stranger, and the circle of friends is even more similar.
When a large number of people posted many comments and pictures about checking out Heytea in their circle of friends, a social fission naturally occurred. More and more people in Pengcheng knew that there was such a milk tea shop called Heytea.
And after some store clerks came forward and told the story of the past and present connections between Heytea and Imperial Tea, some consumers who were already particularly fond of Imperial Tea suddenly came to a realization.
It turns out that Heytea is the real imperial tea!
Prior to this, Nie Yunchen's 50 Imperial Tea stores had already accumulated a certain degree of popularity. There were 19 stores in Pengcheng alone. They had already accumulated a good reputation for their solid product quality, and the queues were also common.
Not uncommon.
However, with rampant piracy, Imperial Tea stores of mixed quality emerge one after another, causing some consumers to feel disappointed after experiencing it, and have a sense of "it's hard to live up to its reputation".
Nowadays, Heytea is Imperial Tea, and it does not hesitate to cut ties with the brand it has worked hard for many years to ensure its brand recognition and prevent consumers from being deceived.
This courage can easily win the favor of some consumers.
In addition, a store visit video of [Big Stomach Prince Secret] received a lot of exposure thanks to the official promotion of Douyin. It is gradually no longer limited to the Douyin platform and has also attracted a lot of attention on scarves.
First there were food broadcasts, and then there were gourmet food stores. The blessing of high-quality content has made the number of fans of "Big Stomach Prince Secret" grow even further.
The endless vitality of the food theme has allowed countless creators who are interested in finding their own future on the Internet to find their own direction.
After all, compared to the era of graphics and text, there are still certain thresholds for creators. The arrival of the video era has raised the upper limit and lowered the lower limit of entry barriers.
In particular, the rise of short videos has given groups who were originally at the bottom but had no voice channels a chance to speak out.
At the same time, it also contains opportunities to achieve class transition.
Of course, at any time, only those who try new things can quickly seize opportunities, and it is these people who can reap the dividends of an industry's rapid development stage.
As everyone gathers firewood, the popularity of Heytea online is rising steadily, and the effect of feedback to offline stores is also visible to the naked eye.
There was a long queue one day, and it was also a long queue two days later. Three days later, the queue at the door seemed to have increased even more, and even on weekdays there were many office workers who heard the news and came to try it out.
After arduously queuing for a cup of milk tea, the first thing I do is to take a photo and share it immediately, whether it is a scarf, a circle of friends, or a short video on Douyin.
A small cup of milk tea has already shown signs of becoming a social currency in the circle of friends.
Behind the scenes, Zhou Dongsheng's contribution is naturally indispensable. The two major media have already become proficient in fueling the flames and have become an effective force in Zhou Dongsheng's hands.
With this order, the two major media have been promoting online in the past few days, and Little Man Media has also actively encouraged its small and medium-sized Internet celebrities to respond to the boss's call and go to Pengcheng to check in, and the company will reimburse travel expenses.
Just by talking, the fire will start. Since the fire is already burning, you only need to add a few pieces of firewood to it, and it will naturally burn more and more vigorously.
Once the situation becomes like a prairie fire, there will be no need to add more firewood, but it is obviously still far from that now.
Nie Yunchen is also a smart man. After Zhou Dongsheng's repeated instructions, he got the idea and quickly completed the replacement of the signboards of his stores.
In order to quickly cut ties with the Imperial Tea brand, they even used banner notifications, just to take advantage of this unprecedented wave of popularity.
This was also the first time that Nie Yunchen truly tasted the sweetness of traffic, and the door to a new world suddenly opened in front of him.
In comparison, I had been working hard and diligently maintaining a store-by-store model, and the layout seemed a little small.
After tasting the sweetness of traffic, Nie Yunchen also learned to add fuel to the fire and decisively announced the news that he and Dongsheng Investment had reached the first round of tens of millions of financing.
Using the tiger skin as a banner will undoubtedly attract more attention to such a well-known milk tea shop, and being able to obtain tens of millions of dollars in financing is enough to prove the strength of this milk tea shop.
It also announced that it will speed up the construction of new Heytea stores. The next step will be to open two stores in Yangcheng and one in Pengcheng to deepen the Guangzhou-Shenzhen region!
Nie Yunchen is ambitious and full of confidence in the future of Heytea. Choosing Zhou Dongsheng as an investor is indeed the most correct choice.
Zhou Dongsheng had given him so much help, and the rest was up to him. Nie Yunchen did not call rashly to disturb Zhou Dongsheng again, but worked hard, preparing to produce a passable result before bothering Zhou again.
Dongsheng.
After all, in the eyes of investor Zhou Dongsheng, his business is probably just a small business worth mentioning.
Not to mention that after Nie Yunchen took the chicken blood, he devoted himself to his career with great enthusiasm.
On Zhou Dongsheng's side, after seeing the "Internet Celebrity Check-in" model getting off to a good start with Heytea, he continued to discuss with Yang Luyu the launch of the next official event content with great interest.
Nie Yunchen was right. For Zhou Dongsheng, Heytea was indeed not the top priority among investments.
"Mr. Yang, the name of the event is Internet Celebrity Check-in. Don't forget that our slogan is 'Record a good life with Douyin.' This event will undoubtedly further deepen the concept of a good life in the minds of users, and further tie it to our products.
Certainly……"
"The concept of Internet celebrity is like a star in the Internet era. Just like everyone had a star dream in the past, why don't we use short video platforms to create an Internet celebrity dream for the general public?"
"Become famous overnight = get rich overnight. Celebrities can do it, and so can Internet celebrities!"
Zhou Dongsheng talked eloquently, and on the other end of the phone, Yang Luyu naturally agreed very much, and also revealed a piece of news to Zhou Dongsheng.
"By the way, Mr. Zhou, this live broadcast function is now a battleground for military strategists. Although we lag behind others, we still have the functions we should have. I think this live broadcast function is also a channel for monetizing traffic."
"So we are also working hard to create our own live broadcast function, which will be launched simultaneously at home and abroad to further improve the ecology of our platform..."
Live streaming is obviously an inescapable path for short videos, and vertical screen live streaming on mobile phones also has its own natural advantages.
In this era where everything can be broadcast live, this function is indeed indispensable. If there is no corresponding technical reserve for this, even if you want to have it, it will be too late.
Thinking of short video live broadcast, Zhou Dongsheng naturally thought of live broadcast to bring goods... Zhou Dongsheng couldn't help but feel moved in his heart.
Don't look at the incredible amounts of money that many anchors are selling these days, but compared to the future era of live streaming, they are completely dwarfed.
But right now, the time doesn't seem to be that ripe yet, but this kind of talent is always scarce, Zhou Dongsheng couldn't help but make a note in his mind.
We have three thousand weak water, and we always drink only one gourd. We are not greedy, so we can be ruthless harvesters...
Just after hanging up the phone from Yang Luyu, Zhou Dongsheng's phone rang again. I couldn't help but feel happy when I saw the call. This was a rare visitor.