Volume 3: Taking Roots 2016 Chapter 552: Building a Brand
"Even if you have the Royal Tea brand, with piracy rampant and widespread, even if you have the advantage of popularity, it is undoubtedly quite difficult for consumers to recognize you among the fakes..."
"Consumers' patience is always fleeting. When they want to drink a cup of milk tea, they have to go through the "Flirting Scholar" process. It is likely that consumers will either choose not to drink it or just drink from a random store."
"When you choose counterfeit goods, the fakes will profit, but your brand will be overdrawn. As a result, even if you get the brand, you will end up with a thankless end."
Zhou Dongsheng said this briefly based on his shallow understanding, and another clear negative example that came to his mind was naturally...
The Alley!
This milk tea brand was once popular in the streets and alleys, becoming a favorite of many consumers. It even had the potential to become an industry leader in terms of brand awareness.
Unfortunately, because historical problems are difficult to resolve, piracy is rampant and quality is uneven, which in turn destroys consumers' patience bit by bit, and they completely lose trust in the brand.
In Zhou Dongsheng's opinion, even if Nie Yunchen obtained the Royal Tea brand, he would most likely end up the same as Luckin Coffee.
Although the path of setting up a new business is difficult, as a person who has experienced it, Zhou Dongsheng knows that history has proved that this is the right path.
So on the other hand, Zhou Dongsheng only needs to be able to fool Nie Yunchen with his own excuses and make him stay on this path unwaveringly.
And this is exactly what Zhou Dongsheng is best at.
Following Zhou Dongsheng's line of thought, Nie Yunchen frowned and said, "I don't agree with this. If it is based on the assumption that we can get this brand...
I might choose to work hard on the decoration, so that it can stand out from the crowd and make other counterfeits become negative examples of imitating others..."
"At the same time, we will continue to expand the effect of differentiated competition in terms of solid materials and production. With such sincerity, I believe that consumers have a keen eye and word of mouth will always accumulate little by little..."
Perhaps because they talked about his own business, Nie Yunchen put forward his own ideas. It is obvious that Nie Yunchen, who was able to build a business from scratch, is quite capable.
Zhou Dongsheng was not in a hurry. He might not be able to run a store, but he was quite good at fooling people in theory.
The experience of actually seeing a pig run also gave him the confidence and courage to speak with substance.
Zhou Dongsheng clapped his hands lightly and said with approval, "I really didn't misjudge him. If it is a last resort, Mr. Nie's idea is indeed the best one. Even I can't think of a better solution."
"But obviously, the new tea beverage industry is still a blue ocean, and the huge market demand is far from saturated, so instead of wasting time on doing this thankless task..."
"Why not use the cost of Mr. Nie's idea on a new brand? Wouldn't it be more beneficial to build its reputation? There is no need to spend energy explaining to consumers who is the fake and who is the real..."
“Compared to the inherent impression of the original brand, a new brand is undoubtedly more likely to leave a refreshing first impression on consumers… ”
“As for how to create a refreshing first impression for consumers, my idea is naturally to build the brand into an offline internet celebrity product…”
"If a cup of milk tea can have a phenomenal popularity like [Papi Jiang] and sweep the Internet, you can imagine how much traffic it will bring to offline stores!"
In just a few words, Zhou Dongsheng painted a grand blueprint in front of Nie Yunchen, which fascinated Nie Yunchen and made him feel that this matter had great potential.
Especially... the fact that he made milk tea an Internet celebrity does sound convincing coming from Zhou Dongsheng, after all, he is in this business.
As the saying goes, every profession has its specialties. When it comes to making milk tea, Nie Yunchen is professional, but when it comes to operations and marketing, Nie Yunchen thinks Zhou Dongsheng is professional.
"It seems that I still have a lot to learn from Mr. Zhou in the future. I hope that Mr. Zhou can continue to give me guidance!" Nie Yunchen said very solemnly after thinking for a moment.
"So, Mr. Nie agrees to the investment?" Zhou Dongsheng showed a teachable smile on his face, but he was very happy in his heart. This was undoubtedly another investment that would make a lot of money.
Moreover, don’t underestimate this small cup of milk tea. In the future, it can be linked with several of its own companies to create some joint products and activities.
Although this is a trick that has been played out by others, both consumers and brands still enjoy it, which is enough to prove that consumers buy into it.
In terms of collaboration, in addition to internet celebrities, Zhou Dongsheng believes that PlayerUnknown's Battlegrounds and the growing MihaYo can collaborate with each other in the future.
Although this kind of mutually superimposed linkage sometimes has the risk of failure, it can easily produce the magical effect of 1+1 being greater than 2 in marketing.
"I never thought of rejecting Mr. Zhou's investment. It was only out of my admiration for him that I came here to ask for his advice in person. Now I feel that the trip was worthwhile." Nie Yunchen said sincerely.
"Hey, Mr. Nie, you are too kind. I am just a lucky speculator. In comparison, Mr. Nie, who has made his fortune steadily and step by step in the real industry, is truly amazing."
Zhou Dongsheng is so skilled at carrying people in a fancy sedan that he can do it just by saying it.
At the same time, Zhou Dongsheng changed the subject and said meaningfully: "As the saying goes, standing on the cusp of the times, even a pig can take off. I think the next cusp of the times may be the internet celebrity economy."
"[Papi Jiang] is just the beginning. The scope of the internet celebrity economy in the future will be far beyond our imagination. Internet celebrities are the stars of the Internet age."
"I see. Why don't we talk about financing? Now that we've come to this point, I'm looking forward to what valuation Mr. Zhou will give..."
Nie Yunchen said impatiently.
"Well, I always leave professional matters to professionals. I think Mr. Lu will give a reasonable valuation."
"However, I personally look forward to working with Mr. Nie to create a leader in the new tea beverage industry, a phenomenal online celebrity milk tea brand, just like [Papi Jiang] now!"
Zhou Dongsheng went on to deceive people, saying that as for the valuation, he really didn’t know how big Heytea was now.
But no matter what, being able to get this investment in Heytea right now will definitely be a profitable investment.
