Lele Tea is the first coffee brand, can the C position go out of the circle?

With the increasing demand of domestic consumers for coffee, the coffee market is also attracting more entrants. Recently, Doudou Le, the first coffee brand of the new tea drink Lele Tea, has opened in Shanghai. In fact, this is not the first time a tea brand has entered the coffee market. For example, the popular Nai Xue Tea has added boutique coffee products in its stores with the obvious words "Tea & Coffee" on the sign. Thus it can be seen that coffee will become the highlight of tea stores.

LELECHA tea is a new tea brand focusing on "tea drinks + soft bags". With the core concept of happiness, oriental manufacturing, craftsmen and art, Leccha is committed to realizing the science and technology and rejuvenation of tea and exploring more possibilities for drinking tea. Leccha is the pioneer of dirty bags in Shanghai. With the popularity of dirty bags, Lele Tea brand is becoming more and more popular, and dirty tea series drinks have also become classic signature products of Le Tea.

Although Doudou Le is an independent coffee brand of Lele Tea, it has a very close relationship with Lele Tea. For example, in the product, Doudou Le also launched a "dirty series" element of coffee drinks. On the online ordering system, Doudou Le Coffee and Lele Tea use the same order Mini Program, through which consumers can search their stores and get through the membership points of both brands.

But in terms of store design and product appearance, Doudou Le is more simple than Lele Tea. Doudou Le Coffee Store is designed to be similar to the oval shape of coffee beans, with seats both indoor and outdoor, and the coffee packaging is mainly based on LOGO's interesting smile expression, concise and clean.

And Doudou Le as the coffee brand of Lele Tea, the ingenuity of Lele Tea continues to extend to coffee. Lele Tea is very strict in controlling the quality of tea products, and some of the tea bottoms are self-developed, and in bread production, Lele Tea insists on on-site manual production, and its partners have more than ten years of experience in the baking industry. to provide technical support for the continuous innovation of soft bags.

Doudou Le Coffee brand, like Le Le Tea, strives for excellence in the choice of raw materials. At present, the products in stores are only coffee categories, including dirty series, classic Italian style, selection of origin coffee series, espresso and brewing coffee. The price range is 15-28 yuan.

According to the Beijing Business Daily, according to people in the industry, Lele Tea is also hoping to create an incremental market for the brand and to obtain it for brand customers through the coffee business. Because the brand cycle of tea brands is indeed shorter than that of other industry brands, the main reason is that the tea market has high requirements for innovation and fast product iteration. Once the brand is slack in innovation or research and development, it is easy to be eliminated by the market.

Among them, Doudou Le Coffee brand is not the first cross-border of Lele Tea. Lele Tea and NetEase Yanxuan, Coca-Cola, Manxiu Leighton and other brands have all had relevant cross-border marketing, through interaction with young consumers, increase all kinds of interesting social games, through cross-border marketing interaction, continue to expose among young people, to achieve the transmission of lifestyle.

* Image source: Internet