Wait for 3 hours to pick up the meal! Tea hi-chiikawa joint event is popular

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This morning, the joint cooperation between Xi Tea and the popular and high-priced Japanese anime "Chiikawa" officially opened.

It is reported that the Japanese anime "Chiikawa" has won the love of fans since it was serialized in 2020 due to its lovely style and interesting stories. The three important characters in the comics, Jiykawa, Hachi and Usaqi, have become popular because of their cute image, and have become a "top-class star" popular in many countries. Whenever they jointly cooperate with a certain brand, they can trigger young consumers to queue up to buy it.

Based on this, not long ago, when Xi Tea officially announced on social platforms that its first linkage target in 2025 was the popular IP "Chiikawa", both anime fans and Xi Tea users were pleasantly surprised by this and paid close attention to the joint brands released by the brand. Trend, plan the strategy in advance, and prepare to rush to grab the limited co-branded periphery for this sale as soon as the event starts.

So early this morning, some Xi tea stores showed that there were hundreds of drinks waiting to be made within ten minutes of opening. The ticket machines on the shelves kept spitting out printed labels one after another. The shop assistants quickly switched to shake milk tea mode as soon as they finished preparing to open the store, and the bar was full of excitement.

As more and more consumers learned about the event, a large number of orders poured into wedding tea stores across the country. Surrounding cups, metal badges, acrylic signage and other themed surrounding areas were sold out shortly after the stores opened. Jointly themed stores in Shanghai, Guangzhou and other places received seven to eight hundred orders in a short period of time, causing stores to hoard a large number of outstanding orders. Some stores had to temporarily close online ordering channels to relieve the pressure on orders in the store.

However, when consumers rushed to the store excitedly, what they saw was a line several meters long from the pickup area to the outside of the store. It is understood that the co-branded packages for Xi Tea can only be placed on Mini programs, and users need to come to the store to pick them up and cannot be delivered. Because of this, many users who successfully placed orders flocked to the pick-up area of the store, so that those who arrived last almost misunderstood that they had broken into a certain vegetable market when they entered the door, and their eyes were full of people waiting to pick up the meal.

According to feedback from customers queuing at the scene, although the staff made timely adjustments based on the explosive situation, the production efficiency of many stores was still unable to meet user needs. Many consumers had to wait for an hour or two at the scene to get drinks and surrounding areas. Some people even had to wait for 3 hours before standing in front of the pickup area and watching the clerk make their own drinks on site.

In addition, some customers said that the reason why the store's food pickup site was chaotic was related to the official Mini programs that served meals in advance. Many users said that they rushed to the store after seeing the Mini programs showing the meal, but couldn't find their drinks in the pickup area. Instead, they had to wait in the store for employees to make them on-site.

Compared with previous joint events such as Sanrio, many users admitted that the brand may have prepared sufficient store inventory for this event to avoid the situation where sales in the surrounding area will not be available in seconds, and also meet the needs of most users who buy and return pearls. However, the store failed to handle the large number of orders in a timely manner, resulting in long waiting times for customers and chaotic order at the pick-up site, which greatly affected the fans 'activity experience.

Picture from: Xiaohongshu

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