"Music, chess, calligraphy, painting, poetry, wine and tea", as a big tea drinking country, tea represents elegance and sentiment in the eyes of Chinese people.
It has been handed down for thousands of years, and there are also requirements for brewing technology. Most of the traditional tea drinks are the life pastime of the "old age" elderly, but they are not suitable for the young people in the fast-growing era. How to seize these mainstream consumer groups gives tea industry merchants a headache.
However, a new tea brand has obviously found a way:
Store Subversion: tea and space upgrading to create a third space for business people, with a single store selling more than 400000 a month;
Product Subversion: develop new tea products such as milk tea and advocate a healthy and environmental friendly tea life;
Member Subversion: membership system + social e-commerce, group competition and bargaining, and new marketing to strengthen stickiness;
Marketing Subversion: four live broadcasts attracted 30000 fans, with a transaction volume of nearly 60000, which has opened the road of short video marketing;
This is a record set by Shu Wei, one of the founders of Yongle electric appliance and known as the "retail Queen", and is still breaking through. Shu's tea industry combines the traditional tea industry with the new retail, creates a new OAO retail model of vertical segmentation of "tea industry + Internet", pays close attention to the consumption thinking of young consumer groups in the new era, and redefines the tea industry, which is a well deserved new retail benchmark for the tea industry.
The third space for business people: Double upgrading of products and space
Tea and space are the drainage products of Shu's tea industry. Walking into Shu's tea store, the drainage action has begun since the tea bar.
In the ordering area of the tea bar, professional clerks promote orders through brewing and drainage and communication. There are chat tables and boxes in the store for guests to have in-depth communication and taste the aroma of tea. There are also British style tea space private rooms to display Western tea culture.
Selected and placed in the store are high-quality tea products, many of which were introduced into the store after Shu Wei personally visited Chashan. Select the best from the best, and provide members with healthy and environmental protection tea products. It is easy to brew and carry. At the same time, there are many exquisite peripheral products, such as tea lamps / teapots, etc.
In Chinese traditional tea culture, brewing is a technical activity. Young people are busy working hard and have no time to order or fight tea. In order to make more young people fall in love with stores, the product concept of Shushi tea industry has always been "three light, three heavy and three convenience", that is, light culture, light packaging and light brewing; Focus on vision, health and experience; Convenient to purchase, carry and store. Recently, Shushi tea industry began to enter the field of "milk tea", developed "innocent milk tea" and other milk tea products, and launched them in stores one after another.
"Now the white-collar middle class has a fast pace of life and pays more and more attention to health. However, the milk tea industry is mixed. There is no tea in many milk tea, even milk essence and tea essence. We want to provide members with a place to drink healthy tea. " A store manager of Shu's tea industry said that customers can not only experience the lifestyle brought by original leaf tea in the store of Shu's tea industry, but also facilitate them to take out and drink at any time. They can enjoy a good cup of tea anytime and anywhere, regardless of space and place.
Like Starbucks, the way of drinking tea abroad is convenient, people-friendly and fast. Contemporary young people continue to accept the influence of Western tea culture. The Shushi tea industry grasps this consumption psychology, keeps pace with the times, upgrades the service and scene in the store, gathers the tea and space in the new era, and creates a third space for business people. As Shuwei said, "Shushi tea industry provides not only tea and space, but also more value-added services and higher value commodities. It is also a provider of a healthy lifestyle to serve more members. "
Membership + social e-commerce: new marketing "sticks" to mainstream consumers
In store operation and membership management, the method of Shushi tea industry is membership system. With the help of another city's new retail system, Shushi tea industry has built online channels such as "fingertip mall, app and fission marketing applet", so as to turn one store into six stores (including physical store, app store, in store touch screen store, applet store, JD store and tmall store), and build OAO Zhihui tea store. Members from various front-end channels are precipitated into the private domain flow pool of Shushi tea industry through the system, and managed through member labels, member levels, member groups, etc. this part of high-value user data is an important reference for store operation in the later stage.
Run young people in the way of young people. In order to better improve the consumption frequency and stickiness of members, Shushi tea industry continues to learn new marketing means. In addition to group competition and bargaining, Shu's tea industry opened the live broadcast function on its exclusive app. At the beginning of the year, it opened four spring tea picking pre-sale live broadcasts online, and finally successfully absorbed 30000 powder, with a transaction volume of nearly 60000.
In the early stage, it was publicized and preheated through shopping guides and makers in social channels such as the circle of friends; In the live broadcast, members directly watch the tea picking and production in the origin, buy while watching, and attract more users to place orders through members' social sharing, so as to maximize drainage and innovation. After the live broadcast, push the live broadcast playback through social channels to promote secondary marketing and sales. Shopping guides and makers stimulate their communication enthusiasm through sales commission incentives.
In addition to live broadcast, the tiktok tea industry has recently started short video marketing in the channel of jitter and WeChat friends. Shu has specially set up his own video team to carry out short video marketing in the period near the Mid Autumn Festival. And the shopping guide sets up daily marketing assessment to ensure that the brand publicity is in place. The video content is humorous, funny and related to products, which is highly accepted by young consumer groups.
Shu Wei set the tone at the beginning of the establishment of Shu's tea industry. She wants to redefine the tea industry with the thinking of young people. The new retail operation of Shu's tea industry has always been not confined to the traditional way, but constantly fit the young consumer groups and bring themselves a larger market.
Thousands of stores in thousands of cities: partners sell up to 2 million yuan a month
In 2019, Shushi tea industry began to implement the plan of "thousands of cities and thousands of stores". Shu's tea industry recruits a large number of partners through offline channels. The joining forms of Shu's tea industry include direct marketing, joining, joint venture, alliance, alliance and so on. Online channels display and trade products in the form of other platform + self platform. The headquarters helps partners to pull new operations through system and marketing support.
Harbin store signed a contract with Shu's tea industry in October 2018. Within one month during the store decoration period, it will first open the app store [Shu's Mall] Harbin store. A sales team under the company has attracted more than 1000 members. Through the app finger tea shop at the shopping guide end, it provides members with commodity consultation, answers and services anytime and anywhere for 24 hours, successfully completed 200 + new gift orders, and realized the profit before opening.
In addition, Shu's tea industry cooperates with many high-quality tea brands, such as Minghuang tea, a famous tea given to the king of Sweden by Zhongrui bangjiao "Gothenburg" during its visit to China, and jointly landed in a new retail smart tea shop.
Today, Shushi tea industry has opened more than 200 stores in large and medium-sized cities across the country, integrating "Heaven Earth people" through a new retail platform that is fully interconnected online and offline:
Skynet, that is, various platforms of the Internet, including Shushi tea industry's own fingertip mall, app, etc., that is, the platform mode of products. Its main function is to fully display products and realize transactions.
The underground network, that is, the space area with tea space as the main operation point, is a place for members to have business talks, date and make friends and experience.
People's network, a platform based on wechat, community and microblog, is a channel for consumer interaction, emotional contact and information transmission.
Create a third space for business people through the business model of "famous and innovative products + Costco + Starbucks + gathering"“ Shu's business philosophy is expert consultation; Butler service; Membership marketing; Experiential consumption. " Shu Wei said, "with the continuous growth of the new generation, the whole tea industry has entered the stage of full competition, showing a white hot trend. Under such a general trend, the tea industry should keep pace with the times, do business for young people, and don't always think about doing old things. "
Shu's tea industry has successfully created a unique OAO smart cloud tea store model, combining offline experience and online purchase with scene and social networking, and truly becoming a high-quality new retail platform with not only commercial value but also capital value.
