Xi Tea Investment Seesaw Coffee Coffee selling Coffee is it good to play coconut Coffee?

New tea head brand "Xi Cha" suddenly announced to invest in coffee operation brand Seesaw Coffee, this news made many people amazed.

Then, before everyone realized the fierce tiger-like operation of "tea-loving", a week ago, "tea-loving coffee" posted on its official account, "who wants tea-loving coffee?" "tweet.

From the title of this official account pushed by "like Tea", it is not difficult to find that this is "like Tea" promoting coffee products.

"Happy Tea" has launched three new coffee products-"raw coconut" coffee series, in which there are eight new products, including the main "raw coconut" series lattes, basic American-style lattes and lattes. Use coffee to replace the original tea bottom specialty products Bobo coffee and Zhi Zhi coffee.

The price of coffee is also relatively friendly, such as the price of the product is located between 13 and 25 yuan.

From "Xi Cha" investment in boutique coffee brand Seesaw to the launch of self-developed products, the time before and after the difference is less than half a month.

The fluctuation of "happy tea" makes people wonder: what exactly does "happy tea" want to sell? Is it tea? Or coffee? Or does it want both tea and coffee?

But for this wave of behavior of "like tea", in the tweet, "like tea" uses a very ordinary state of mind to tell everyone: coffee or tea? For us, it has never been a single topic, the starting point of like tea is not only a good cup of tea, but also an inspiration. As early as when Xi Tea was still called Imperial Tea, coffee already existed on the menu list, but it has been in a state of neither praise nor popularity for a long time.

Xi Cha also explained this "state" in its tweet: "in the past, I really didn't understand coffee, so I made bad coffee."

"Tea-loving" told everyone in its tweet: "maybe you still think the coffee that likes tea tastes bad, but I hope you can give it a chance."

Obviously, "like tea" is unwilling to give up the coffee market, and wants to layout the coffee market again.

Looking at the past development history of "like tea", this is not the first time that like tea has laid out the coffee category.

Nie Yunchen, founder of the new tea brand "Xi Cha", founded Huangcha (the predecessor of Xi Tea) in Jiangmen City, Guangdong Province in 2012, and was later forced to change its name to the current "Xi Cha" because the trademark could not be registered.

Over the next two years, founder Nie Yunchen opened a total of 50 stores throughout Guangdong.

By the end of 2019, "Xi Cha" began to open stores crazily, opening as many as 390 stores in 43 cities, and the investment valuation of the brand was even as high as 16 billion yuan. After that, founder Nie Yunchen became famous, and "Xi Cha" was also widely reported by the media. in early 2017, it was also predicted by the well-known inner circle official account as the investment outlet of this year.

What is noteworthy is that when the "Xi Cha" team started its business, "Xi Cha" launched Hong Kong-style coffee in the first store in Guangzhou, but due to the low acceptance of coffee in the Guangdong market at that time, "Xi Cha" finally took it off the shelves.

In 2019, "like tea" once again entered the coffee. At that time, Xi Cha said: "Xi Cha is not to make traditional coffee on the market, such as cappuccino, but to return to the core of the brand: inspiration, so 'inspired Coffee' is the main research and development direction of this tea-loving coffee."

In April 2020, Xi Cha once again announced its foray into the coffee field.

In fact, because he refused to give up the coffee market, "Xi Cha" won the favor of the boutique coffee brand Seesaw.

Regarding "like tea" investment Seesaw,Seesaw has previously said: "from the brand potential energy construction, innovative product research and development and supply chain development, enterprise digitization and organizational construction and other aspects, the two sides will share superior resources and potential energy coordination."

To put it simply, the combination of Xi Tea and Seesaw Coffee is profitable for both sides and win-win cooperation.

Write at the end.

In fact, no matter what brand it is, "what to sell" is a business experience in the business world. after all, it can not only meet the needs of the consumer market, but also add one more product line to broaden the consumption scene and bring new income growth. Why not?

But! I still hope that the "like tea" that relies on the new tea family to get rich can be more single-minded, and it will not be too bad to sell good tea seriously (although this hope is unlikely to come true, after all, "like tea" has even sold intestinal noodles, but! Let's hope.

End.

Photo Source: Internet

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