Tea face pleasant new brand unveiled, "penalty station" slot is still the same?

Local tea brands have a pleasant tea face and "make trouble" again!

September 19, Chayanyue dice brand Gude ink lemon official Xuan, the first batch of 5 stores officially opened in Changsha. At present, good ink lime does not set up a separate store, but in the original tea color store to set aside some areas to try. The main brand has its own flow and customer source, which attracts many consumers to sign in at the store at a time.

This is not the first time you have tried to develop a market segment. As early as 2015, the sister brand "Zhihu Tea" was opened and merged into the tea face store at the end of 2019 and no longer operates independently. In August 2022, the brand "Yuanyang Coffee" was founded by Tea Beauty, which is positioned as "New Chinese Coffee & Tea" with pricing for the middle and low end market.

On the other hand, the lemon tea market is still blue and has a bright future. According to the 2022 Tea Category report released by Meituan, lemon tea sales increased by more than 130% in 2022 compared with the same period last year, and the development momentum is still strong. It is obvious that the company has set its sights on the huge lemon tea market and wants to cut a big piece of cake. It is reported that Gude Lime's plan this year is to open 15-20 stores in Changsha.

New taste fresh, consumers are full of expectations. However, Goodluck lemon met with complaints from its first appearance.

The biggest slot is still the "write-off" system, which is full of pleasant features. Like the main brand, Gude lime does not support Mini Program ordering, consumers must first queue up to the store to place an order before queuing up to pick up a meal. When picking up the meal, the store staff will write off the QR code on the bill and make it on the spot according to the order information. The small stores are divided into three long queues: ordering, nuclear code and picking up meals.

As a result, consumers have to stay in the store all the time, which is extremely time-consuming. No wonder netizens complained: "it's this stupid mode again, waiting in line to pick it up and chirping." "I really don't understand why lemon tea has to stand." "with the characteristics of tea appearance, if you want to drink, you will be punished to stand first." "the culture of penalty stations should really be boycotted!"

The menu of the new brand is another slot. Judging from the pictures on the Internet, both the font and the drink name of the menu are very prominent and different. According to the person in charge of the brand department, Goodlemon hopes to show the aesthetics of traditional Chinese culture in rich forms, so it is more antique from the name of the drink to the door LOGO.

However, many netizens who experienced the scene said that the contents of such a menu could not be understood at all. "when I ordered yesterday, I was stunned that I didn't know what I wanted." "when I look at the headline 'Xiaoyao article' and 'Fang Qingsong' in Mini Program, as well as most of the freehand abstract beverage names, I really don't understand what you are selling." "can you change it back to the original? the style of literature and art is really not suitable for your family."

After the sub-brand "Yuanyang Coffee", the tea color has fallen again on the beverage track. Can Gudermo lemon reach the height of tea color and then go to glory? Let's wait and see!

Photo Source: Internet