This Guangdong local coffee brand sells millions of cups a year! Analysis on the causes of the explosion of "beating balsam pear and lemon tea" on the planet of tea salvation

The unsolved mystery of the world: Guangdong's per capita hot physique! It is no exaggeration to say that drinking water in Guangdong will be hot, so herbal tea is a must for Guangdong people. But! Some herbal tea is really bitter to drink. In order to save the Martians, Guangzhou local tea brand [Tea Save Planet] launched balsam pear lemon tea. The use of fruits and vegetables in the season successfully triggered a "balsam pear craze".

Add "de-fire" balsam pear to lemon tea and take a sip to taste the balsam pear pulp hidden at the bottom of the cup, fresh and crisp. The slightly sour perfume, lemon juice and the fragrance of green tea make everything just right, and my mother doesn't have to worry about the heat anymore. At present, balsam pear and lemon tea has become the sign of [Tea Save the Planet] and is one of the most recommended drinks for consumers.

According to officials, Tea Save Planet sold more than 1 million cups of tea in just one year, with stores in 16 cities across the country, and the brand had more than 180 stores as of Oct. 29. Narrow door data show that the brand stores are mainly distributed in Guangdong Province. Although it is involved in Sichuan, Zhejiang, Hunan, Fujian and other places, but the number is limited.

In fact, Tea Save Planet was planned in November 2019. Later, due to the epidemic and various reasons, the brand failed to continue to make efforts. However, since March 2020, the Tea Salvation Planet has been expanding rapidly at a "crazy growth" rate. Why did this happen? Qianjie Coffee thinks that there are mainly the following points:

Emphasize local brands and enhance core cohesion

It can be said that Tea Save Planet is a native brand of Guangzhou, which belongs to Guangzhou 100% Catering Management Co., Ltd. From the product content, balsam pear, lemon and other ingredients are in line with the old Cantonese concept of removing dampness and fire. And the store design on the "made in Guangzhou" logo lights are also full of local pride. When values are highly consistent, businesses and consumers will attract each other, thus achieving the effect of improving the competitiveness of enterprises.

Find another way to innovate and develop

When the form of "inner roll" of lemon tea is severe, lemon tea, which saves the planet, has created balsam pear lemon tea while maintaining the style of "beating". The addition of innovative ingredients has brought huge popularity to the Tea Salvation Planet, waiting in line to clock in and receiving constant praise. Away from the product positioning of "lemon tea", [Tea Save Planet] defines itself as "fruit and vegetable tea". After the explosion of balsam pear tea, popular products such as "coriander lemon tea" and "cantaloupe lemon tea" have been added one after another.

The design is fashionable and the product taste is up to standard.

The overall design of Tea Save Planet has a high degree of recognition, using fashionable Klein blue and now popular industrial style, it is not difficult to become a popular style punch-in point for online celebrities. The taste of the product is also very "tricky". Many netizens said that they thought it was some kind of dark dish before drinking it, but they were "hit in the face" unlimited repurchase. But there are also netizens who think they won't try. For some consumers who dare not try to add balsam pear, coriander and other stimulating vegetables, Tea Save Planet also has regular drinks such as peaches and milk coffee.

Just yesterday, at 3: 00 p.m. on October 29th, official account announced the opening time of the concept store of the new tea-saving planet Guangzhou Energy Station: October 31, 2021. The concept store is opened on Beijing Road, and the opening of the new store has many benefits.

Through the official release of the pictures, we can see that the overall space continues the previous industrial style design, with a full sense of the future. This time the concept store has four floors and is divided into three areas: ordering and punching in photo area on the first floor. There are special tea drinking areas on the second and third floors, including UFO devices, fruit and vegetable boxes, and other sign-in points. The fourth floor is mainly an entertainment area, with flying stages and baby-grabbing machines.

"balsam pear lemon tea, I do first"drink balsam pear lemon tea to save the planet" these are the brand's slogans. It is not difficult to see that while docking with the market wind, finding the right positioning, innovation and differentiation and development is the first thing to do in today's tea industry.

Source: official website of Tea Save Planet and official account of Tea Save Planet.