Only half a year! The Changsha store of Bawang Tea Ji suddenly closed

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Recently, a post about the closure of the overlord Tea Ji Changsha store has aroused the attention and heated discussion of many netizens on the Internet.

According to the post, the closed overlord Tea Ji store, located on Taiping Street in Changsha, opened in May this year. A few nights ago, passers-by found that the shop sign had been removed and the workers were carrying the equipment in the store. At present, the store has pulled down the gate, and only the plastic device that has not been removed from the door can prove that the overlord Tea Girl stayed here six months ago.

If this happens in other cities, perhaps in the eyes of the local people just the details of life, will not pay too much attention. But when the overlord tea concubine's sudden shop closure occurred in the city of Changsha, it made some netizens can't help thinking.

It is reported that the overlord Tea Ji opened a direct store in Changsha in the early years, but because of the fierce competition in the local tea industry, the brand chose to close all stores in Changsha and withdraw from this market. Until last December, the overlord Tea Ji announced the opening of a new store on Guojin Street in Changsha, which was ridiculed by many netizens that "Tea Girl is back."

At that time, local netizens watched the overlord Tea Ji enter the Changsha market for the second time, and most of them thought that the brand must be well prepared and planned to be ashamed before the snow, and should not exit quietly as before. And from its successive invitations to popular stars to promote stores, it is not difficult to see that officials use the flow brought by stars to increase brand exposure and attract people to spend.

However, although the brand side of all kinds of preferential activities, but local consumer feedback that the store sales of the overlord tea concubine is actually average, and some stores are deserted.

Take this recently closed Taiping Street store as an example. Surrounding residents said that Taiping Street is a crowded snack street, a well-known gathering place for tourists, and the flow of people is not low on weekdays. And the location of the shop is excellent, located at the entrance of Taiping Old Street, passers-by can see the huge decorations in the doorway at a glance.

But citizens revealed that when they passed by in June this year, only a few employees were seen at the door of the newly opened milk tea shop, and there were only a few drinks at the dining room. "No one drinks at this store every time they pass by." In addition to the Taiping Street branch, Changsha netizens said that the business of other stores of the overlord Tea Ji is not very good.

Based on this, many people speculate that the reason why the Taiping Street store will be closed may be because the store profit is not good, coupled with the high store rent and operating costs, which makes the brand choose to abandon the well-located store and stop the loss in time.

In addition to the above reasons, some people think that the competition in the Changsha tea industry is still fierce, and the overlord Tea Ji not only has to face the old competitors like tea, Nai Xue and other chain brands, but also needs to compete with local brands. In the case that the product features are not prominent enough, it may be difficult to compete for a place in the Changsha market by marketing alone.

Although local people have their own views on the overlord Tea Ji's closure of stores in Changsha, as one netizen said, the sudden closure of the brand may be a consideration of market layout. After all, Tea King, who has opened more than 50 stores in Changsha, is only one of them closed, and consumers can choose other stores to buy drinks.

Picture from: Xiao Hong Shu

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