Too abstract! The founder of milk tea launched the "Tea Making Men's Team"?!

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Recently, the fragrant entity milk tea shop located on Chunxi Road in Chengdu has aroused widespread concern.

It is understood that Xiang Piaopiao selected a site on Chunxi Road in early March and issued a recruitment announcement for milk tea shop staff. According to the job information intercepted by netizens, the hourly salary of the position is 100-200 yuan. In addition to skillfully mastering the production process of milk tea and other conventional conditions, candidates are also required to be "over 18 years old, flight attendants are preferred, their facial features are correct, their image is good, and their height is more than 180".

Subsequently, officials released posters of 27 "tea-making men's team" candidates on social platforms, conducted several rounds of publicity, and finally selected 12 staff members with a vote of praise. This eye-catching publicity undoubtedly aroused the exploration and curiosity of passers-by about the fragrant physical store, so after the opening of the new store, many local people went to clock in to experience the drinks of "grandparents of milk tea" and saw the officially publicized "tea-making men's group."

According to the photos taken by the customers present, on the first day of the opening of the fragrant milk tea shop, there was a long line at the door, and more than a dozen clerks at the bar were busy making drinks, while the "men's team members" were responsible for packing, interacting with admiring customers and taking pictures to provide emotional value to the guests.

However, some consumers who pay attention to the products themselves complain that the drinks provided in the store, such as milk tea and fruit tea, are made by shop assistants to heat water and fruit juices, which is different from most current tea drinks. Although a number of employees were seen at the bar, some shop assistants were so unskilled that it took half an hour to get a cup of "hot water tea bag" milk tea after placing an order.

In addition, some guests reported that in addition to the clerk who made the drinks, there were photographers and other unrelated personnel shuttling around the production area to take pictures. "without wearing hats and masks, food hygiene was not taken seriously at all," bluntly saying that the sense of experience was not good. Disappointing.

In fact, Xiangpiao is not the first time to adopt such a marketing model. In December last year, when the brand opened its first offline flash store by the West Lake in Hangzhou, it was already equipped with good-looking staff to provide services such as photography and brewing, which attracted attention and discussion on the Internet. As a result, the sweet taste in the operation of the second pop-up store in the same way, and more high-profile than before, with the draft, men's team and so on to win public attention and create a hot topic.

In this regard, some people think that the official marketing model caters to the preferences of today's young people and increases the interest of the shopping experience. But there are also netizens sharp evaluation of the brand for the creation of gimmicks, "money spent on marketing, will not care about the customer's sense of experience", bluntly said that "is really a grass-roots team."

In the view of netizens, Xiangpiao opened offline stores for users to experience and understand how to brew milk tea, which can indeed boost product sales. However, they believe that the official selection of a delightful "tea-making men group" to provide emotional value to consumers has distracted the guests' attention and ignored the product itself and the consumer experience of the customers present.

Picture from: network screenshot

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