Among the twenty-four solar terms, the Beginning of Summer symbolizes the beginning of summer. However, for eastern Guangdong, it seems to have fast-forwarded to midsummer.
The sun was scorching in the sky, and the temperature at noon was as high as 35 degrees. It was hard to believe that this was just May. How could it be so in July and August?
However, this is the characteristic of eastern Guangdong. It is summer for seven or eight months a year. Once the air conditioner is turned on, it can only be turned off when the cold air comes.
Therefore, for people living in eastern Guangdong, whenever summer comes, they can't help but want to say, "I heard that I thank you, Willis Carrier. Because of you, the summer is cooler..."
The achievements of the father of air conditioning can be enjoyed in the Ancestral Temple! Of course, in addition to this, the father of refrigerators and other elders must be lined up behind him...
In the hot summer, in addition to the life-saving function of air conditioning, a refreshing cold drink is also a great way for the general public to escape the heat.
One of my childhood memories of summer may be the chirping of cicadas, ice-cold watermelon, the squeaking shaking fan, and the drowsy classroom in the afternoon...
Nowadays, times have changed, and although there are many more choices, it seems difficult to regain that pure happiness. Even a cup of milk tea has transformed from a simple pearl milk tea into a fancy new tea drink.
Prices are naturally rising, but it is still difficult to stop consumers' enthusiasm. The long queue at the entrance of the Heytea store located inside a shopping mall is eye-catching.
Maybe it’s too hot outdoors, so shopping malls with full air conditioning have become the holy places for people to escape the summer heat. No one can refuse the joy of free prostitution.
And when you come indoors from the hot outdoors, when you see a long queue at the door of a milk tea shop, you will inevitably feel thirsty subconsciously, and then you will be ready to make a move...
There are so many people queuing up, which proves that this milk tea must be delicious. Why not give it a try?
However, when you think you can just pay the bill, you find that this is just the first step. You still have to wait for more than an hour to drink such a so-called Hey Tea.
At this time, some customers will choose to turn around and leave. Are you kidding me? I have to look at your face when I spend money?
And some customers will be aroused to have a rebellious mentality, wait for an hour, right? OK, I want to see how delicious your cup of milk tea is, is it worth queuing up with so many people...
Once you choose to invest time, it means that sunk costs will begin to accumulate and desires will begin to ferment. When the milk tea is obtained, most customers will not be satisfied with just taking a sip.
Since you have put so much effort into it, wouldn’t you be regretting your hard work if you didn’t share it? What’s more, the Internet is so developed and convenient today.
And when a large amount of relevant news is continuously spread and fermented through social media, coupled with the push behind it, a virtuous cycle of the brand will naturally form.
The so-called new tea drink may not be the new drink, but the marketing method that keeps pace with the times.
With the help of Dongsheng Investment, Heytea is now the most handsome guy on the track, and he is far ahead of the competition.
To this day, Nie Yunchen is very lucky that he can meet Zhou Dongsheng, a noble man, for help. After all, at the key point of rebranding, Dongsheng Investment's help is not only the actual 50 million yuan, but also brings
A lot of traffic support.
With the support of the trend of "Internet celebrity visiting the store to check in", Heytea immediately got off to a good start after changing its name, and quickly became popular on the Internet. To this day, it is still the "Internet celebrity holy place" where many people want to check in.
And with this solid audience base, every time Heytea opens a store in a city, it is directly supported by local users, easily entering the local market, and the expansion strategy is even smoother...
Among them, the Modu store that was officially opened not long ago is even more so. Not only has it been warmly welcomed by local young users, it has also been dubbed "the luxury product of milk tea" and is praised by young people!
And behind all of this, it is inseparable from the support of Zhou Dongsheng, the instigator, whether it is the inspiration that the long conversation brought to him.
, or the later suggestions...
Although he was a few years older than him, Nie Yunchen admired Zhou Dongsheng from the bottom of his heart and made a special trip to visit Zhou Dongsheng when he went to the Magic City.
In addition, Monster Charge came to seek cooperation. Nie Yunchen also agreed to the cooperation without hesitation after hearing that it was a project invested by Zhou Dongsheng.
Therefore, when he received the news that Zhou Dongsheng had come all the way to Pengcheng, Nie Yunchen naturally made an immediate decision and booked a place for Zhou Dongsheng to receive him and wash away his dust, showing off his friendship as a landlord.
Unable to refuse the warm invitation, Zhou Dongsheng did not refuse and agreed obediently.
After the cooperation with BYD came to an end, Zhou Dongsheng and others came to the place arranged by Nie Yunchen.
As a frontier of reform and opening up, Pengcheng is like a big roc that rises in the same wind in one day, soaring 90,000 miles, quickly becoming one of the first-tier cities in the country, and writing its own name after "Beijing, Shanghai and Guangzhou".
If there is any shortcoming for such a vibrant emerging city, it might be that it does not have a long history of food culture, resulting in no commendable local food.
A bowl of Longjiang pig's trotter rice has become the signature of Pengcheng. In China, which is full of delicious food, Pengcheng is also famous as a food desert.
Of course, unlike the cities at the top of the rankings, which can still rely on their long cultural heritage to talk tough, Pengcheng, which does not have this burden at all, learned from the experience and relied on the cultural collision from all over the world to create a famous name that is popular all over the country.
vegetable……
Coconut chicken!
As we all know, Chongqing Chicken Pot is not from Chongqing, but Hainan Coconut Chicken originated from Pengcheng (funny)...
And the dish Nie Yunchen ingeniously arranged was coconut chicken. After all, Nie Yunchen believed that Zhou Dongsheng had already eaten countless delicacies...
Instead of following the rules, it is better to introduce new things and change the taste. Sometimes you will get unexpected surprises.
Sure enough, when the dishes were served, Zhou Dongsheng was very satisfied and praised: "Mr. Nie is really thoughtful. I don't have much appetite in this hot summer. This coconut chicken is just the right way to relieve my tiredness..."
"As long as Jay Chou likes it. I also considered that Jay Chou is from Chaoshan and has a bland taste and also likes soup, so I arranged this..." Nie Yunchen said with a smile.
Zhou Dongsheng picked up the soup bowl and took a sip. The fresh aroma of the chicken soup and the sweetness of the coconut milk complemented each other. A sweet and refreshing taste bloomed on the taste buds, making people feel relaxed and happy.
"This time, in addition to cleansing the dust for Jay Chou, the most important thing is to take this opportunity to thank Jay Chou, not only for giving the Heytea brand a new life, but also for giving it a reputation that is better than others."
Posture..."
Nie Yunchen couldn't help but said with high spirits, and then took the initiative to raise a cup and toast Zhou Dongsheng, obviously very satisfied with the success of Heytea.
Zhou Dongsheng smiled and shook his head, "Don't take it seriously. The success of Heytea is the result of Mr. Nie adopting the right strategy at the right time and making the right decision..."
"I just gave Mr. Nie a direction. The one who actually implements it is you, Mr. Nie, so you should thank yourself."
Although what Zhou Dongsheng said was the truth, everyone present obviously didn't take it to heart and only regarded it as Zhou Dongsheng's humble words. Anyway, everything he said was right.
After a few casual greetings among the group, Nie Yunchen took the initiative to talk again, "Although with the help of Jay Chou, Heytea's expansion is very smooth now, but other competitors on this road are also gaining momentum...
…”
"Among them, a competitor who also made his fortune in Pengcheng gave me a little headache. Our two families are very similar in all aspects. It seems that just relying on differentiated competition cannot widen the gap..."
When Zhou Dongsheng heard this, he thought about who this opponent was. This company was also the company that later completed the listing first and took the title of "Naxue's Tea" as the "No. 1 Milk Tea Stock".
As an Internet-famous milk tea shop that almost goes hand-in-hand with Heytea, the two are naturally the most direct competitors. It is not an exaggeration to call them enemies. After all, there is no room for two tigers in one mountain.
Just like the relationship between Little Yellow Car and Mobike, and the relationship between Tiger Tooth Platform and Shark Platform, the history is always surprisingly similar. Most industries always follow similar scripts in their development process.
Although there is no room for two tigers in one mountain, the development of any industry is not supported by a single company. It is a process for many heroes to join forces, and the final result is the formation of an industry structure such as "one super, many strong".
"Only with competition can we make progress. If there are no competitors as a foil, how can Mr. Nie show off his skills? But since Mr. Nie mentioned this issue, I have some ideas for your reference..."
Zhou Dongsheng said with a smile, as his status and experience increased, Zhou Dongsheng's gains were naturally not only the accumulation of paper wealth, but also more innovative ideas emerged.
Especially after looking back and re-examining the seeds he had planted, Zhou Dongsheng also gained a new understanding in his heart.
"Director Jay, please speak, I'd like to hear the details." Nie Yunchen couldn't help but look happy. After listening to Zhou Dongsheng's long talk before, whether it was concepts such as "Internet Celebrity Economy" or "Social Currency", he was very happy.
The development of tea has benefited a lot.
Practice brings true knowledge, and the facts are enough to prove that what Zhou Dongsheng said is true and not empty talk. Therefore, Nie Yunchen also acted as if he was all ears.
"Nowadays, both HeyTea and Nayuki can be regarded as pioneers in the new tea beverage industry. They have become the leader in leading the industry trend by virtue of the innovator dividend."
"Innovators rely on creating products that are ahead of market demand to meet the potential needs of consumers. Leading product advantages can temporarily create a situation where demand exceeds demand, triggering a rush to buy."
"The situation where supply exceeds demand can not only bring excess profits to the company, but also provide added value for brand building..."
"At this point, I believe that Heytea is definitely at the forefront of the industry. Whether it is brand, culture, or marketing, we are leading in all aspects!"
Zhou Dongsheng boasted so much that Nie Yunchen was so happy that he regarded him as his role model. Then Zhou Dongsheng changed the subject.
"However, the benefits brought by innovator dividends are always short-lived. Industry dividends will always fade away, and the cost of maintaining innovation will become increasingly high. However, pursuers can easily learn from others. After the novelty fades,
, the market will also return to rationality..."
"The shift from innovation to efficiency is also the only way for brands. Consumers will not always pay for the brand premium. After all, in the final analysis, the footnote of the Heytea brand still has to fall on the milk tea itself, not like a luxury product."
"So, how to make good use of the bonus period and lay a solid foundation for transformation, I think is the future direction that Mr. Nie should consider..."
"The barriers to the new tea beverage industry are not high. Competitors will inevitably spring up like mushrooms after a rain. This is an unstoppable industry trend. Instead of considering competitors, it is better to start by polishing the supply chain and reducing costs..."
"With the first-mover advantage, if it reaches the point of close combat like a price war, we can also achieve the effect of dimensionality reduction."
"Especially the potential of the sinking market is far greater than the high-end tea market. After all, we are a country with a population of 1.4 billion. No matter how big the market in first-tier cities is, we cannot ignore the potential of third- and fourth-tier cities..."
Even as a consumer, Zhou Dongsheng also knows how big the new tea drink industry is. It is common for a street to have ten or eight brands.
However, in this brand battle royale, Heytea, which took the lead, failed to turn its advantages into victory. Not only did it lag behind in its launch, but it also frequently made mistakes in its follow-up strategies. It even fell behind for a time, resulting in a serious decline in revenue.
If it weren't for the huge first-mover advantage, we might even be overtaken in a corner. In the end, we would have to bow to the market and open up the franchise model. However, by that time, it was obviously too late...
Now, as the largest investor in the Heytea brand, if he can help Heytea become the industry leader, then he will undoubtedly be the biggest beneficiary, so why not?
The most important thing is that if he can achieve something that he never achieved in his previous life, it will undoubtedly bring greater spiritual joy to Zhou Dongsheng.
Perhaps because of the preconceived image of Zhou Dongsheng as a noble man, Nie Yunchen listened to these words and even thought deeply about them.
Following Zhou Dongsheng's thoughts, it seems that the future of the entire industry can be seen at a glance. In contrast, his own strategic policy of steady expansion seems more or less conservative and backward...
Taking the first step may not lead to the first step. If the fruits of victory are given up in the end, Nie Yunchen will undoubtedly not be able to accept it.
Thinking of this, Nie Yunchen couldn't help but feel a sense of enlightenment in his heart, and he had a clearer plan for the future direction. However, in order to verify his own ideas, Nie Yunchen was still not ashamed to ask.
"I've learned a lesson. Now that Director Jay has said this, I would like to ask Director Jay to give me some advice on what to do next!"
Zhou Dongsheng smiled calmly, "Financing, reducing prices, firmly holding the pricing power in your hands, following the opponent's path, leaving the opponent with no way to go!"
