Why does the hot-searched frequent customer tea look pleasant, and consumers are unhappy?

　　Chinanews.com, March 1st (Zuo Yuqing, Zhongxin Finance and Economics) The Internet celebrity milk tea brand Chayanyuese has been a little troubled recently.

　　First, it caused controversy because of the "punishment-style" queuing, and later because "a full cup of milk tea becomes half a cup after being left for a long time", it was once again on the hot search.

I used to buy 300 yuan a cup of tea with a pleasant look, but why is it so hot now?

"Punishment" queuing rules lead to consumer dissatisfaction

　　At the beginning of February, Chayanyuese canceled the online self-ordering of the mini program, and had to queue up offline to pick up meals, which caused heated discussions.

　　Many netizens posted complaints saying that the local Chayanyuese store changed the rules for picking up meals. After ordering, they were asked not to leave.

　　In this regard, Chayanyuese’s official Weibo posted an apology on the 9th, saying that the new rules are a new ordering and cupping scheme for internal testing in a small range of stores. At present, the internal testing stores have returned to the previous ordering and picking method.

　　However, some media visited Wuhan on the 10th and found that there are still some stores that have to queue up to pick up the food after ordering. The store clerk said that he has not received a notice to cancel the queue to pick up the food.

In February, Chayan Yuese appeared on Weibo hot searches many times.

　　One wave is not flat, another wave rises again.

　　On February 27, "Cha Yanyue Se responds that a full cup of milk tea becomes half a cup after being left for a long time" appeared on Weibo's hot search again.

Some customers said that the Chayanyuese milk tea they bought lost one-third after being left for a while.

In addition, the customer also questioned that Cha Yanyuese used tea jelly to make up the portion.

　　In response, Cha Yanyuese responded that the milk tea becomes half a cup because the milk foam on the surface disappears after being left for a long time, and the tea jelly can increase the taste of the milk tea. When ordering, you can choose to add it to the milk tea or pack it separately.

　　On the social platform, some netizens said: "Coffee also has froth, and it will disappear." "Although it is understandable that the milk froth disappears, it is too little."

　　Some netizens also said: "Milk froth is a major feature of the tea's pleasant appearance. You have to drink it on the spot, otherwise it will affect the taste."

Emphasis on offline experience, why is it complained by consumers?

　　China New Finance and Economics noticed that the two turmoil of Chayan Yuese may not have been accidental.

　　"It took 30 minutes to queue up, and my feet were numb." "After Chayan expanded to other places, the quality is really hard to describe."

　　Previously, some netizens complained on social platforms about the long queuing time for tea, cumbersome oral broadcasts, and too much milk foam leading to fewer actual milk tea portions.

　　Tea Yanyuese also said that the cancellation of online ordering and self-pickup is to hope that consumers will "obtain a better consumption experience and taste of works".

But some netizens questioned: "Why sacrifice customers' time for the taste?"

 The screenshot is from a comment by a netizen on a social platform.

　　Jiang Zezhong, a professor at the Capital University of Economics and Business and a researcher at the Private Enterprise Research Center of the Chinese Academy of Social Sciences, told Zhongxin Finance and Economics that whether it is queuing or oral broadcasting, the marketing strategy of Cha Yan Yue Se is to create the particularity of milk tea through "hunger marketing" and scarcity.

　　He believes that although the beauty of tea has regional characteristics in Changsha, after leaving Changsha, the essence of tea is still a fast-moving consumer product.

　　"When it changed from online celebrity check-in to daily consumption, the consumer group has changed. If the original marketing strategy is maintained, it will definitely lead to consumer dissatisfaction." Jiang Zezhong said.

After leaving Changsha, Cha Yanyuese wants to return to the "Buddhism"?

　　After the top brand Qiqi announced a price cut in 2022, the competition for new tea drinks in the sinking market has intensified.

　　The "2022 New Tea Drinks Research Report" released by the China Chain Store and Franchise Association New Tea Drinks Committee shows that the scale of new tea drinks in 2022 is expected to reach 104 billion yuan, and the total number of new tea drinks stores is about 486,000.

In 2023, the market size is expected to reach 145 billion yuan.

　　As a well-known internet celebrity milk tea brand, Chayanyuese used to buy tea at high prices or even buy overnight tea from across the city due to the popularity of queues. Many consumers therefore hope that Chayanyuese can go out of Changsha and open its stores to the whole country.

　　In 2020, Chayanyuese opened its first store outside the province in Wuhan; two years later, it opened stores in Chongqing and Nanjing, and the pace of expansion was slow.

On February 3, 2023, Cha Yan Yue Se announced that it will enter Wuxi.

　　However, regarding future plans, Cha Yan Yuese said: "Frankly speaking, we haven't thought about it." "We have to continue to open more stores in the cities we have already visited." "But when it comes to opening more new cities , there is a high probability that we will return to Buddhism."

Customers are queuing up at a certain tea Yanyuese store in Wuhan.

Photo by Zuo Yuqing

　　Some insiders pointed out that the brand influence of Chayanyuese has been deeply bound with Changsha.

"The Changsha limitation itself is topical, and it also makes tea beauty a check-in place for many tourists. After leaving Changsha, the popularity of tea beauty is bound to be affected."

　　He believes that Chayan Yuese's current plan to open stores in new cities is more in line with the positioning of a large regional brand.

"Consumption levels are relatively similar, and costs such as rent will not be as high as those in first-tier cities such as Beijing, Shanghai, and Guangzhou."

　　Jiang Zezhong also said that if Chayanyuese wants to further expand the scope of domestic stores, it needs to form a supporting product design and enrich the product line.

"Currently, the most important thing for the tea color to be pleasant is to stabilize the original market and lay a solid foundation in the original market." (End)