Volume 3: Taking Roots 2016 Chapter 603 Short Video Live Broadcast
On weekend afternoons, the Coast City Shopping Center reached its peak period with people coming and going, and it was very lively, including many young couples walking together.
"Oh, Coast City is so far away. Why would you come all the way here on a weekend? It's full of shopping malls. The shopping malls here are more interesting." The young man complained reluctantly.
The girl next to him said excitedly: "What do you know? There's a super popular milk tea shop just opened here. I saw it on Douyin!"
"It happens to be in Pengcheng. I thought we were close, so why not come and take a look? You don't know that many people from other places can only envy this store online. After all, this store is newly opened and there is only one of its kind!"
Listening to his girlfriend's excited description, the man still looked uninterested and couldn't help but mutter, "Isn't it just a cup of milk tea?"
"What did you say?! You just don't want to accompany me? Then I can find someone else to accompany me!"
The little girl who had been so nice before immediately became unhappy. She turned her face away and walked forward angrily.
The young man was secretly annoyed and slapped himself lightly, "You are so mean, why are you still bothering her when you are here!"
Then he hurriedly caught up and was about to make a joke to cover it up, but unexpectedly the woman stopped and he looked around and saw a long queue in front of him.
"Hey, I didn't see any large-scale event promotion at the entrance of the mall, so why is there such a long queue here?" the young man joked.
"Quickly get in line! This is the milk tea shop. I didn't expect so many people to line up. Let me take a picture first!"
The anger came and went quickly. Seeing this lively scene, the young woman no longer cared about being angry with her boyfriend. She quickly took out her mobile phone to take pictures and record it. Then she opened the Tik Tok short video and prepared to record a short video to upload.
Of course I have to take photos to record it, it’s not like every day is a holiday…
“Fuck, is it that necessary?” The young man could not help but be stunned. How could a mere cup of milk tea cause people to queue up?
How delicious it must be! I don’t believe it. I want to see today how delicious this milk tea is!
The young man was indeed aroused by the grand queue in front of him, and he started to queue up very actively, while his girlfriend actively took short videos and shared them on Douyin, and also shared them in her circle of friends and group chats...
Coincidentally, it is obvious that this girl is not the only one doing this. The popularity of the word "HEYTEA" has also suddenly skyrocketed on the entire Douyin short video platform.
The food restaurant exploration video of [Big Stomach Prince Mi] was like a fuse. Under the instigation of the platform, a big fire was ignited on the platform in a very short time.
When the popularity accumulates to a certain level, naturally more and more young people in Shenzhen will notice this store, and driven by curiosity, there will always be people who go to try it.
Even if such people only account for a very small number, hundreds or thousands of people online may just be a drop in the ocean, but if they were put online and a queue of hundreds of people formed...
For offline stores, it is also a rare and magnificent sight. In addition, the Coast City Shopping Center is at its peak in the afternoon on the weekend, when the flow of people is increasing throughout the day.
In a busy shopping mall, there was a long queue in front of just one store. Even if one was not tempted by online recommendations, the sight of such a long queue would inevitably arouse curiosity.
A milk tea shop? Is it really that good? I have nothing to do anyway, why not give it a try?
The queuing effect always makes people subconsciously believe that this store must have its own unique features, otherwise there wouldn’t be so many people queuing.
Similarly, no matter how luxuriously decorated a store is, if it is deserted, this lack of customers alone is enough to discourage most consumers.
After all, trying something means paying a certain cost, and the fact that most consumers are short of money means that they cannot experience all products without restraint.
Therefore, the superficial phenomenon of queuing is one of the means for the general public to screen, and this huge audience group is also a major reason why the evaluation industry can continue to thrive.
Exploring food restaurants is naturally a form of evaluation.
The long queues at the Heytea store are obviously a typical example of the spread from online to offline. As the number of people lining up increases, there are many people who marvel at the excitement, and naturally some people take photos and share them online.
"It's really new. Even milk tea shops have long queues now? It must be so delicious."
"It's obviously hunger marketing. Maybe they hired people to queue up."
"I think so too. Isn't it just a cup of milk tea? Can it have any special effects?"
Everything has two sides, and there are many cynical discussions like this, but it is obvious that this group is not Heytea's target audience.
When you sneer at the marketing of a product, it only proves that you are not the target audience of this product. This screening process is also one of the functions of marketing.
Just like the low-level scam text messages such as "Congratulations on winning an Apple computer and a $50,000 prize", the essence is to quickly screen the audience, and only those who believe it are the target audience of the scam.
There are many kinds of temptations like these, and they have never been lacking in the big melting pot of society. There are those specifically targeting middle-aged and elderly people, and of course there are also those specifically targeting young people.
After all, there is always a group of people who specialize in studying the weaknesses of human nature and are omnipresent. As the old saying goes, a thief can only steal for a thousand days, but you cannot guard against thieves for a thousand days.
No matter how vigilant you are, there are always times when you are caught off guard.
Therefore, sayings such as "the victim is blaming the victim" and "a fly won't bite an egg without a crack" are never advisable.
Back to the point, even if it is sarcasm, to some extent, it is also adding to the popularity of Heytea. After all, there is nothing that can satisfy and please everyone.
Even money is like this, so there are people who claim that they have no interest in money at all.
What's more, it's a cup of milk tea?
In addition to the sarcasm, there were also some users who finally queued up for a cup of milk tea and couldn't wait to take a sip.
I don’t know if it’s because I’ve been waiting in line for too long, but subconsciously I’ve given this cup of milk tea the value of “the fruits of my labor”, which makes it feel particularly delicious, as if the taste of the milk cap is particularly sweet, and the tea is even more lingering.
So delicious!
How can you not post such delicious milk tea on WeChat Moments? If you don’t take a photo to record it, wouldn’t it be the same as not having drunk it?
With such sharing, the first ones to be affected are naturally the local circle of friends in Shenzhen.
Just as the six degrees of separation social theory mentioned, there are no more than six people between you and any stranger, the circle of friends is similar.
When a large number of people posted comments and pictures of their check-ins at Heytea on their WeChat Moments, social fission naturally occurred, and more and more people in Pengcheng knew that there was a milk tea shop called Heytea.
And after some store employees spoke out and explained the past and present relationship between Heytea and Royaltea, some consumers who already had a special liking for Royaltea suddenly realized.
It turns out that HEYTEA is the real royal tea!
Before this, Nie Yunchen's 50 Royal Tea stores had already accumulated a certain popularity base, with 19 stores in Pengcheng alone. Relying on its solid product quality, it has long accumulated a good reputation, and queues are not uncommon.
However, with rampant piracy, there are an endless stream of Royal Tea stores of varying quality, which has led to some consumers feeling disappointed after their experience, with a sense that "the reputation does not live up to the brand".
But now Heytea is Royaltea, and it is not hesitating to cut ties with the brand it has painstakingly managed for many years, just to ensure its own brand distinctiveness and prevent consumers from being deceived.
This courage can easily win the favor of some consumers.
In addition, a store exploration video [Big Stomach Prince Secret] received a lot of exposure with the official promotion of Douyin, and gradually it was no longer limited to the Douyin platform, and also aroused considerable attention on Weibo.
First there was eating broadcast, then there were food restaurant visits. With the support of high-quality content, the number of fans of [Big Stomach Prince Secret] has once again reached a new level.
The strong and endless vitality of food themes has allowed countless creators who are determined to find their own place on the Internet to find their own direction.
After all, compared to the era of pictures and texts, there are certain differences in the threshold for creators. The advent of the video era has raised the upper limit while also lowering the lower limit of the entry threshold.
In particular, the rise of short videos has given an opportunity to those who were originally at the bottom of the society but had no channels to speak out.
At the same time, it also contains opportunities to achieve class transition.
Of course, at any time, opportunities can only be quickly seized by those who try new things. It is also these people who can reap the dividends of an industry's rapid development stage.
When everyone adds fuel, the flames rise high. The popularity of Heytea online is rising steadily, and the effect reflected in offline stores is also visible to the naked eye.
There was a long queue on the first day, and there was also a long queue on the second day. After three days, the number of people queuing at the door seemed to increase instead of decrease. Even on weekdays, there were many office workers who heard the news and came to try it out.
After waiting in line for a cup of milk tea, the first thing to do is to take a photo and share it, either on Weibo, Moments, or TikTok.
A small cup of milk tea has already shown signs of becoming a social currency in the circle of friends.
Of course, Zhou Dongsheng’s contribution is indispensable behind the scenes. The two major media outlets have long been skilled in fueling the trend and have become a powerful force in Zhou Dongsheng’s hands.
Following the order, the two major media outlets have been promoting the product online in the past few days. Xiaorenwu Media has also actively encouraged its small and medium-sized internet celebrities to respond to the boss's call and go to Pengcheng to check in, and the company has also reimbursed their travel expenses.
Just a few words can start a fire. Now that the fire has started, you just need to add a few pieces of firewood to it and it will naturally burn more and more vigorously.
Once the fire spreads across the prairie, even more firewood won't be needed, but that's obviously still a long way off now.
Nie Yunchen was also a smart man. After Zhou Dongsheng's repeated pointers, he finally got the idea and worked as fast as he could to replace the signs of his stores.
In order to quickly cut ties with the Royal Tea brand, they even used banner notifications, just to take advantage of this unprecedented wave of popularity.
This was also the first time that Nie Yunchen truly tasted the sweetness of traffic, and the door to a new world suddenly opened before him.
In comparison, my previous model of working hard and diligently to support the store seems to be a little small.
After tasting the sweetness of traffic, Nie Yunchen also learned to add fuel to the fire and decisively announced to the public that he had reached the first round of financing of tens of millions of yuan with Dongsheng Investment.
Using the tiger's skin as a banner will undoubtedly make such a small-name milk tea shop gain more attention, and the fact that it can obtain tens of millions of financing is enough to prove the strength of this milk tea shop.
It was also announced that the progress of building new HEYTEA stores will be accelerated. The next step will be to open two stores in Yangcheng and another one in Shenzhen, in order to further develop the Guangzhou-Shenzhen area!
Nie Yunchen is ambitious and full of confidence in the future of HEYTEA. Choosing Zhou Dongsheng as an investor is indeed the right choice.
Zhou Dongsheng has given him so much help, the rest depends on himself. Nie Yunchen did not rashly call Zhou Dongsheng to disturb him. Instead, he was working hard and preparing to produce some decent results before bothering Zhou Dongsheng again.
After all, in the eyes of investor Zhou Dongsheng, his business is probably just a small business not worth mentioning.
Not to mention that after Nie Yunchen was inspired, he threw all his enthusiasm into his career with great vigor and enthusiasm.
On Zhou Dongsheng's side, after seeing the success of the "Internet celebrity check-in" model for Heytea, he continued to discuss with Yang Luyu with great interest the launch of the next official event content.
Nie Yunchen was right about one thing. For Zhou Dongsheng, Heytea was indeed not the top priority among all his investments.
“Mr. Yang, the name of the event is “Internet Celebrity Check-in”. Don’t forget that our slogan is ‘Record a Beautiful Life with Douyin’. This event will undoubtedly further deepen the concept of a beautiful life in the minds of users and further bind it to our products…”
"The concept of internet celebrity is like a star in the Internet age. Just as everyone had a dream of becoming a star before, why don't we use short video platforms to create an internet celebrity dream for the general public?"
"Overnight fame = overnight wealth. Celebrities can achieve both fame and wealth, and so can internet celebrities!"
Zhou Dongsheng talked freely, and Yang Luyu on the other end of the phone naturally agreed with him and also revealed a piece of news to Zhou Dongsheng.
"By the way, Mr. Zhou, the live broadcast function is now a battleground. Although we lag behind others, we still have to have the necessary functions. I think this live broadcast function is also a channel for traffic monetization."
"So we are also working hard to build our own live broadcast function, which will be launched simultaneously at home and abroad to further improve the ecology of our platform..."
Live streaming is obviously a path that short videos cannot avoid, and live streaming on vertical screens on mobile phones also has its own natural advantages.
In this era where everything can be live-streamed, this function is indeed indispensable. Without the corresponding technical reserves, it may be too late even if you want it by then.
When thinking of short video live streaming, Zhou Dongsheng naturally thought of live streaming with goods... Zhou Dongsheng couldn't help but feel moved.
Although the current values of many anchors are very high, they are nothing compared to the future era of live streaming selling goods.
However, at the moment, the time does not seem to be ripe yet. However, talents are always scarce, so Zhou Dongsheng couldn't help but make a note of it.
We have three thousand rivers, but I always only take a sip. I am not greedy. I will just be a ruthless harvester... OK!
Just after hanging up the phone with Yang Luyu, Zhou Dongsheng's phone rang again. He couldn't help but smile when he saw it was a caller. This was a rare guest.
