A map of the distribution of branches across the country which cities have Nanjing that will be closed after half an hour of opening

After the collective price reduction of new tea drinks, it was difficult to meet a cup of milk tea with a price tag of half a hundred, until this morning, when the tea was officially opened in Nanjing, scalpers made an appointment to purchase 200 yuan for a cup, and some people queued up in the early hours of the morning, and the related topics went viral on Weibo.

Some media reported that before breakfast was opened, people had already formed a long queue at the door, and some people began to queue at 04:30. Searching the Little Red Book platform for sharing related to tea color in Nanjing, a blogger sent out photos of the scene near the tea color Xinjiekou store at 08:32, with an article reminding office workers nearby that some entrances and exits have been closed, so pay attention to planning the route.

Many netizens expressed their views on the long queues for the opening of the business in Nanjing.

According to the Yangzi Evening News, notices of selling out began to be posted at various entrances five minutes before the official opening of the store at 9 o'clock. Customers who failed to line up at the scene were dissatisfied because they sold out before the store opened, and some people still had a fight at the scene because of a quarrel. After the scalpers posted a notice that they had sold out, they sold tea-colored milk tea at the scene, saying that they would take it and go for 200 yuan a cup.

According to a person familiar with the matter, the Xinjiekou Chayan Yue color store sold out and closed the entrance, not because the store was ill-prepared, but because of the disorder at the scene and received complaints from the masses.

In addition, queuing services for purchasing agents of Nanjing tea-colored milk tea have appeared on some trading platforms, with prices ranging from 10 yuan to 200 yuan. Nanjing Market Regulatory Bureau responded to this matter, scalpers purchasing agents is illegal, if you encounter, you can dial 110 to report to the police. Tea-faced staff said that it is not recommended to go to scalpers to buy, you can wait, Nanjing will open five stores in the future.

The temperature in Nanjing on August 18 can be as high as 38 degrees Celsius. When milk tea is made, in hot weather, with the longer it is placed, it is very easy to grow bacteria. It is not recommended to buy high-priced second-hand milk tea from scalpers.

Today, two stores in Nanjing opened at the same time, the Xinjiekou store was closed because of the excessive queue flow, while the Jiangning Jingfeng store was still in normal business, although it was noon, the enthusiasm of the crowd waiting in line had not abated, and there were still people standing in line in the heat. Jiangning Public Security online deployed police to help maintain order in the shopping mall at noon, and issued a police reminder on Weibo, sincerely advising members of the public not to wait in line today. "if you wait in line to drink, you can buy a lot of drinks."

In response to the appointment of 200 yuan for a cup of tea in Nanjing, the people's online commentary said that milk tea is just a drink and should not be overly "deified". With the promotion of brands everywhere and the inducement of social media, it is really difficult for consumers not to pay. It's just 200 yuan for a cup of milk tea and 200 yuan for scalpers, which is a bit too much. In recent years, we have seen too many long queues in front of online celebrity brands, and there have been many "but so" sighs. In the face of online celebrity brands, consumers need to be rational and "act according to their ability" so as not to let businesses lead scalpers by the nose.

On the other hand, it was reported earlier that in April 2021, the tea brand in Changsha, Hunan, which has always been remembered by the people all over the country, finally stepped out of Hunan Province and came to Guangdong Province. And on April 2, Wenheyou officially opened in Shenzhen. While many people in Guangdong were shocked, they went to Shenzhen to sign in.

The pleasant-looking Wenheyou store in Shenzhen has only opened for the third day, and its popularity can be seen in the comments on Weibo. Some netizens commented that they could drink in line for an hour, while others complained that they had not drunk after waiting in line for three hours.

I believe everyone knows very clearly how attractive a pleasant tea face is. In mid-July, Weibo searched for "the price of a cup of tea from Changsha to Hangzhou tripled". A cup of overnight tea was fried to 40 yuan a cup, raising the price three times in 11 days. Finally, it was announced on Weibo that if it was verified as a purchasing agent, it would refuse to accept the order. At the end of July, there was also an incident in which "two cases of Beijing were diagnosed to buy tea in Changsha", and the two had to drink tea when they left Changsha.

The two offline stores in Shenzhen, originally positioned as flash stores, were originally planned to return to their stronghold of Changsha, Hunan, in July, but decided to postpone it to September 15 on June 4.

At about 11: 45 p. M. on Sept. 2, "Shenzhen Tea will be withdrawn" was listed as the third most popular search on Weibo.

Now, the tea face is pleasant to withdraw from Shenzhen, but some people indiscriminately say that this is hunger marketing without understanding the concept of flash stores.

Lu Liang, the founder of Tea Beauty, once said at the FBIF2020 Food and Beverage Innovation Forum, "opening a shop in a city requires a relationship with a fixed number of people, so we attach great importance to whether this cup of tea can be repurchased by customers." After going out, it is more difficult to manage in quality control, organizational ability and supply chain. Lu Liang worried about this and said, "it's not that I don't want to, but that if I go out, I will really die."

In sharp contrast, Nai Xue's tea has received financing, offline stores throughout the country's first-and second-tier cities, and even listed in Hong Kong to become the first tea stock. However, food safety problems have been frequently exposed, most recently the tea food safety incident in Nai Xue on August 2. Xinhua News Agency reported that many stores in Beijing had a series of problems, such as dirty food processing environment, deterioration of food raw materials, tampering with labels and so on.

Therefore, Lv Liang, the founder of the pleasant tea face, is not without reason to worry.

As for Wen Heyou, who went to Shenzhen with a pleasant tea face, he learned through Baidu Encyclopedia that the brand is committed to the study of traditional folk food culture, excavating regional folk snacks, and combining with trendy culture to form a "Wen Heyou catering model." From the photos of Wen and you in Changsha, Guangzhou and Shenzhen, we can see that its characteristic is "nostalgia".

The interior is filled with the feeling of streets and alleys in the 1980s, even somewhat similar to the scenes of Hong Kong-made films in the last century, where the merchants are famous old brands. Take the super Wenheyou in Guangzhou as an example, representative American brands such as Apollo and Shawan milk were settled in it, but their performance-to-price ratio is too far from that of the food restaurants in the real old city. Even in places showing off the regional characteristics of Guangzhou, Changsha specialty food crayfish appeared.

Nostalgic money is easy to make, but is it a long-term solution? Of course not! Less than three months after the opening of Wenheyou in Guangzhou, there was a serious decline in store business, and many local restaurants withdrew their stores. Isn't this high in and low out? If you want to be nostalgic, Dongshankou, Changshou Road, and Ximen can satisfy you right away. There are more than 100-year-old buildings there. Which villa and arcade are no better than those in Wen and your friends who can count their age with one hand?.

The tea face is about to withdraw from Shenzhen. Is the tea face of Changsha about a wave?

Photo Source: Internet

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