Weiwei soy milk and the Summer Palace jointly open a milk tea shop, which is expected to have ten thousand stores! Is it another myth or an Arabian Nights?

On Sept. 24, the official account of Weiwei Soy Milk announced the hot opening of the country's first flagship store of Weiwei soy milk with an article entitled "the return of online celebrities from childhood". Classic set out again, want to widen the distance between and other cross-border milk tea brands, it seems that some bright spots should be added. Weiwei soy milk has grasped the general trend of the national tide and new fashion, and the joint name with the Summer Palace can be said to determine the tonality of the brand as a whole.

Official rendering

It seems inappropriate to rely on a joint name to say that it is the style of the national tide. If you want to inject the national brand into the traditional national style, you must design from the inside to the outside. First of all, let's take a look at the decoration style of the flagship. Officially, the overall architectural shape of the store is a traditional seal. It is based on the seal of Emperor Qianlong as the design inspiration. In the facade, the landscape painting of the Summer Palace is formed by punching holes of different sizes and densities, and the representative buildings of the Summer Palace, such as 17-hole bridges and galleries, are presented in the form of light and shadow. And the opening ceremony of the "cheongsam beauty" is also Wei Wei soy milk carefully designed publicity link, "cheongsam beauty" holding milk tea for product display.

Wei Wei soy milk, happy. As early as the 1990s, Weiwei soy milk has been on the market. In the nearly 30 years since its establishment, Weiwei soy milk has also had a period of "god closure". Not only is it of excellent quality and affordable price, but also the classic advertising quotation of "Wei Wei Soy Milk, Happy", which has been in prime time for 15 years since 1993, has made the image of Wei Wei soy milk deeply rooted in the hearts of the people and become one of the best-selling goods in China. It is known as China's "soy milk king".

Why doesn't Weiwei soy milk, which has been remembered for a generation, continue to develop in the soy milk business? Soy milk is very popular as an important choice for the most traditional breakfast in China. After the awakening of health awareness, there are more and more local soy milk brands in China, among which the more popular ones are "Dou Ben Dou", "Vitamin Milk", "Vee", "Yonghe" and so on. Not only that, because of the large audience and low threshold of soy milk, many beverage brands do soy milk series branch products one after another. The competition pressure of soy milk track is too great, so the transformation and development Brooks no delay.

Food, dairy, wine, grain and oil, tea, Wei Wei Group to do a lot of cross-border attempts, but do not seem to be outstanding enough, handmade beverage shop is a recent attempt of Wei Wei Group. But the overturning of cross-border milk tea seems to give Wei Wei soy milk a warning: the halo of childhood memories does not guarantee sales.

In the current tea market, even Xicha, Baidao Tea, Nai Xue Tea, and other brands, as the market leader, are seeking differentiation and development. in the face of such fierce competition, is Weiwei Group following in the footsteps or catching up? Zhao Huiqing, general manager of Weiwei Group, said at the opening ceremony: "in order to cater to the consumption habits and characteristics of young people, Weiwei soybean milk flagship store will completely use soy milk as the base material, coupled with various tastes to adjust, healthy and delicious."

Zhao Huiqing expects to develop 300 stores this year, 500 next year, and finally to the whole country. It is reported that at present, Weiwei soy milk has 600 franchisees, and its goal is to open tens of thousands of milk tea shops. When the Beijing Business Daily reporter consulted as a franchisee, the person in charge of Weiwei soy milk investment revealed that the franchise fee was relatively favorable during the National Day, so the pace of opening a store was accelerated a lot.

The most important thing to compete for the tea market depends on the product itself. at present, the Vividou grandma tea shop has five series of products: soybean milk series, smoothie series, fresh fruit tea series, creative coffee series and special series. As for the customer's response is also mixed, some netizens think that the product taste and packaging are not amazing enough, some netizens think that the product name and the use of raw materials are creative.

From October 18 to October 24, the Wei Wei soy milk handmade store was closed, which officials said was due to an internal upgrade. It is hoped that its internal upgrade also refers to the replacement and upgrading of products. Narrow-door data show that at present, there are only Honey Snow Ice City for tea brands in more than 10,000 stores across the country, while the core competitiveness of Honeyue is in second-and third-tier cities. I wonder how Grandma Vividou's tea shop will design and layout the tea race track next.

Photo Source: official Weiwei Soy Milk official website