The first in the world! Smiley opens a tea shop!

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The tea market welcomes another player with "own traffic"! Recently, according to Beijing Business Daily, a tea store called SMILEY tea has not yet opened in Chaoyang Joy City, Beijing. The fence of the store is printed with: "SMILEY tea, a new tea brand owned by SMILEY for the 50th anniversary, has landed in Beijing, China, and the world's first store is about to open."

Beijing Business Daily understands that SMILEY tea has obtained SMILEY IP authorization, which is the tea brand owned by the IP. The first store in China is expected to officially open on October 1. SMILEY tea marketing department responsible person said, And the conventional tea brand is different, SMILEY tea is the main leaf steam tea, That is to use Western-style coffee way to make tea, The main products are latte, Hand tea, Milk tea and with wine elements of special tea drinks, Ice cream and so on.

Steam tea refers to steam extraction of tea, tea into the filter cup in the boiling of tea from the bottom up, so that water vapor quickly through the tea, pressed out of the tea taste sweet, aroma rich, tea soft, a new modern brewing tea method, currently popular in central and northern Taiwan, in 2005 Taipei International Food Show for the first time on display.

According to the brand responsible person revealed, SMILEY tea will position the market mid-range price, mainly for the post-90s-95 young consumers. After the opening of the first store in Chaoyang Joy City, a second store in Beijing will be prepared, which is expected to open at the end of the year.

Although the store has not yet opened, an ordering Mini programs called SMILEY tea have been launched, and it is the store shown in the store list column.

The "yellow smiley face" of the tide for half a century will appear on the milk tea coffee cup! It must also set off a wave of photo-punching. According to public information, SMILEY was founded in 1974 under the background of the French "May Storm" social crisis, and France fell into a depressed social environment. In order to get people out of the psychological haze as soon as possible, French journalist Franklin Loufrani first proposed the concept of "Smile France" in France Evening News and founded the company The Smiley Company for licensing. Today, The Smiley Company has become one of the top 100 licensees in the world through continuous licensing.

SMILEY is an internationally renowned brand with the aim of spreading happiness. SMILEY makes optimistic and positive smile image permeate every aspect of people's life by launching various different types of products. It is made into balloons, stickers, printed on T-shirts and socks. Promoted by many international brands, it quickly spread around the world, and the classic smiley face pattern is now one of the most famous symbols in the world.

In the face of fierce competition in the tea market, brands such as Xi tea and Naixue tea have tried to borrow from popular IP and achieved good results. It seems that the practice of the new brand SMILEY tea is not surprising.

There has never been a shortage of new entrants in the tea industry. It is not new to cooperate with popular IP to realize traffic realization in the tea industry. When the TV series "Canglan Formula" was broadcast, Naixue's tea "hot" was co-branded with Canglan Formula IP. The related drinks were launched for 8 minutes, sold tens of thousands of cups, and the related topics were read more than 200 million times.

Earlier this month, Xi Cha and an open world adventure game "Original God" linkage is also very popular! This linkage is divided into online and offline channels. The online activity was officially opened at 12 o 'clock on September 5. In the past hour or less, players directly cleared the first batch of online inventory and directly changed the goods into "pre-sale".

Although SMILEY tea comes with its own traffic, for new tea brands, it also means competing with tea brands deeply cultivated in this field, which is still a big test for SMILEY tea. As far as brand development is concerned, although cooperation authorization with SMILEY IP can obtain a certain flow, there are risks. Focus on the product itself, innovate on the basis of doing a good job of the product, innovation ability and profitability are the key to go on.

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