Volume 4 Crazy Growth 2017 Chapter 819
The Beginning of Summer among the 24 solar terms symbolizes the beginning of summer. However, for the eastern Guangdong region, it seems as if it has fast-forwarded directly to midsummer.
The sun was shining brightly and the temperature at noon even reached 35 degrees. It was hard to believe that it was only May. What would happen if it was July or August?
However, this is the characteristic of the eastern Guangdong region. It is summer for seven or eight months a year. Once the air conditioner is turned on, it can only be turned off when the cold air arrives.
Therefore, for people living in the eastern part of Guangdong, when summer comes, they can't help but say, "Thank you, Willis Carrier, because of you, the summer is cooler..."
The achievements of the father of air conditioning deserve to be honored in the imperial temple! Of course, in addition to this, there are also a number of big names such as the father of refrigerators that need to be ranked behind him...
In the hot summer, in addition to air conditioning that can prolong life, a sip of refreshing cold drink is also a great way for the general public to beat the heat.
My biggest childhood memory of summer might be the chirping of cicadas, iced watermelon, the creaking oscillating fan, and the sleepy afternoon classes...
Nowadays, times have changed. Although there are more choices, it seems difficult to regain that pure happiness. Even a cup of milk tea has changed from the simple pearl milk tea to a fancy new tea drink.
Naturally, prices have also risen, but this still cannot stop consumers' enthusiasm. The long queues outside the Heytea store inside the shopping mall are eye-catching.
Perhaps it is because it is too hot outside, shopping malls with air conditioning turned on have become a holy place for people to escape the heat. No one can resist the joy of getting something for free.
When you come indoors from the hot outdoors and see a long queue outside a milk tea shop, you will inevitably feel dry mouth and tongue subconsciously, and then you will be eager to go out, since you are here...
With so many people queuing up, it proves that the milk tea here must be delicious. Why not try it?
However, when you think you just need to pay the bill, you find out that this is only the first step. You actually need to wait for more than an hour before you can drink this so-called Heytea.
At this point, some customers will choose to turn around and leave. What a joke! I have to pay your money and still look at your face?
Some customers will be irritated by this and think, "Waiting for an hour, right? OK, I want to see how good your milk tea is and whether it's worth waiting in line for so many people..."
Once you choose to invest time, it means that sunk costs begin to accumulate and desires begin to ferment. By the time the milk tea is in hand, most customers will not be satisfied with just taking a sip.
Since I have gone through so much trouble, wouldn't it be a shame if I didn't share it? Moreover, the Internet is so developed and convenient nowadays.
When a large amount of relevant information continues to spread through social media, coupled with the support from behind, a virtuous circle for the brand will naturally be formed.
The so-called new-style tea drinks, what is new may not be the drink itself, but the marketing method that keeps pace with the times.
After receiving support from Dongsheng Investment, Heytea has already become the most popular player in this field, far ahead of the rest.
Until today, Nie Yunchen is very grateful for the help of Zhou Dongsheng, a noble man. After all, at the critical juncture of reshaping the brand, the support provided by Dongsheng Investment was not only 50 million in solid funds, but also brought a lot of traffic support.
Thanks to the trend of "Internet celebrities visiting stores and checking in", Heytea became a big hit after the name change and quickly became popular on the Internet. Until now, it is still a "net celebrity holy place" that many people want to check in.
With this solid audience base, every time HEYTEA opens a store in a city, it can directly attract the support of local users, easily penetrate the local market, and its expansion strategy is smooth sailing...
This is especially true for the Shanghai store that officially opened not long ago. It has not only been warmly , but has also been dubbed the "luxury product among milk teas" and has been praised by young people!
Behind all this, the support of Zhou Dongsheng, the initiator, is indispensable. Whether it was the inspiration brought to me by the long conversation at the beginning, or the advice and suggestions later...
Although he was a few Zhou Dongsheng, Nie Yunchen was convinced by Zhou Dongsheng from the bottom of his heart. When he was going to the Magic City, he made a special trip to visit Zhou Dongsheng.
In addition, Monster Charging came to seek cooperation, and Nie Yunchen agreed to this cooperation without hesitation after hearing that it was a project invested by Zhou Dongsheng.
Therefore, when Nie Yunchen received the news that Zhou Dongsheng had come all the way to Pengcheng, he naturally made a prompt decision to book a place to welcome Zhou Dongsheng and fulfill his duty as host.
Unable to refuse the kind offer, Zhou Dongsheng did not refuse and readily agreed.
After the cooperation with BYD came to a temporary conclusion, Zhou Dongsheng and others came to the place arranged by Nie Yunchen.
As a frontier of reform and opening up, Pengcheng is like a roc that soars into the sky like a roc in the wind, quickly becoming one of the country's super first-tier cities and adding its own name to "Beijing, Shanghai and Guangzhou".
If we have to say what the shortcoming of such a vibrant emerging city is, it might be that it does not have a long history of food culture, resulting in no commendable local food.
A bowl of Longjiang pork trotter rice has become the signature dish of Pengcheng. In the vast China with an abundance of delicious food, Pengcheng is also a well-known food desert.
Of course, unlike the cities at the top of the list, which can still rely on their long cultural heritage to brag, Pengcheng, which has no such burden at all, has learned from its mistakes and created a famous dish that is popular all over the country by relying on the cultural collision of people from all over the world...
Coconut chicken!
As we all know, Chongqing Chicken Pot is not from Chongqing, while Hainan Coconut Chicken originated from Pengcheng (funny)...
The dish that Nie Yunchen had specially prepared was coconut chicken. After all, Nie Yunchen believed that Zhou Dongsheng had already eaten countless delicacies from land and sea...
Instead of following the old ways, it is better to innovate and change your taste. Sometimes you may get unexpected surprises.
As expected, when the dishes were served, Zhou Dongsheng was very satisfied and praised: "Boss Nie is really thoughtful. I don't have much appetite in this hot summer, and this coconut chicken is just right to relieve the greasiness..."
"As long as Mr. Jay likes it, that's good. I also took into consideration that Mr. Jay is from Chaoshan, has a lighter taste and also likes to drink soup, so I arranged this..." Nie Yunchen said with a smile.
Zhou Dongsheng picked up the soup bowl and took a sip. The fresh fragrance of the chicken soup and the sweetness of the coconut milk complemented each other. A fresh, sweet and refreshing taste bloomed on the taste buds, making people feel refreshed.
"This time, in addition to welcoming Jay Chou, I also want to take this opportunity to thank Jay Chou. Not only has he given the Heytea brand a new lease of life, but he has also helped the brand to surpass its predecessor..."
Nie Yunchen couldn't help but speak in high spirits, and then took the initiative to raise his glass to toast Zhou Dongsheng, obviously very satisfied with the great success of Heytea.
Zhou Dongsheng smiled and shook his head. "I don't deserve it. The success of Heytea is the result of Mr. Nie adopting the right strategy at the right time and making the right decision..."
"I just pointed out a direction to Mr. Nie. It was you, Mr. Nie, who actually implemented it, so you should thank yourself."
Although Zhou Dongsheng spoke the truth, everyone present obviously did not take it to heart. They just regarded it as Zhou Dongsheng's humble words. Anyway, whatever he said was right.
After a few casual greetings, Nie Yunchen took the initiative to talk, "Although with the help of Jay Chou, Heytea's expansion is going very smoothly, but other competitors on this road are also gaining momentum..."
"Among them, a competitor who also started in Pengcheng is giving me a headache. Our two companies are very similar in all aspects, and it seems that we can't close the gap just by relying on differentiated competition..."
When Zhou Dongsheng heard this, he immediately thought of who this opponent was. This company was also the "Nayuki Tea" that later took the lead in completing the listing and won the title of "the first milk tea stock".
As internet-famous milk tea shops that are almost on par with Heytea, the two are naturally the most direct competitors. It is not an exaggeration to call them enemies. After all, there is no room for two tigers in one mountain.
Just like the relationship between Ofo and Mobike, and the relationship between Tigertooth and Shark, history is always surprisingly similar. Most industries always follow similar scripts during their development.
Although there is no room for two tigers in one mountain, the development of any industry cannot be supported by a single company. The rise of many players is a process, and the final result is the formation of an industry structure such as "one superpower and many strong players".
"There is progress only when there is competition. Without competitors as a foil, how can Mr. Nie show his talents? But since Mr. Nie mentioned this issue, I do have an idea for your reference..."
Zhou Dongsheng said with a smile that as his status and experience grew, his gains were naturally not only the accumulation of wealth on paper, but also more innovative ideas emerged.
Especially after looking back and re-examining and sorting out the seeds he had planted, Zhou Dongsheng had a new understanding in his heart.
"Mr. Jay, please speak. I'd like to hear the details." Nie Yunchen couldn't help but show his delight. After listening to Zhou Dongsheng's long speech, he realized that concepts such as "Internet celebrity economy" and "social currency" have benefited the development of Heytea a lot.
Practice makes perfect. Facts are enough to prove that what Zhou Dongsheng said was true and not just empty talk, so Nie Yunchen also listened attentively.
"Nowadays, both Heytea and Nayuki can be regarded as pioneers in the new tea beverage industry. With the dividends of innovators, they have become leaders in leading the industry trend."
"Innovators meet consumers' potential needs by creating products that are ahead of market demand. The leading product advantages can temporarily create a situation where demand exceeds demand, triggering a buying frenzy."
"The situation of supply exceeding demand can not only bring excess profits to enterprises, but also provide added value for brand building..."
"In this regard, I believe that HEYTEA is definitely at the forefront of the industry. Whether it is brand, culture, or marketing, we are leading in all aspects!"
Zhou Dongsheng's boasting made Nie Yunchen happy to accept it and he took it as a guiding principle. Then Zhou Dongsheng changed the subject.
"However, the benefits brought by the innovator's dividend are always short-lived. The industry dividend will eventually disappear, and the cost of maintaining innovation will become increasingly high. However, the followers can easily learn from others. After the novelty fades, the market will return to rationality..."
"The shift from innovation to efficiency is also a necessary path for brands. Consumers will not always pay for brand premiums. After all, the significance of the Heytea brand still lies in the milk tea itself, not in luxury goods."
"So, how to make good use of the bonus period and lay a solid foundation for transformation is the future direction that President Nie should consider..."
"The industry barriers for new-style tea drinks are not high, and competitors will inevitably emerge like mushrooms after rain. This is an unstoppable industry trend. Instead of considering competitors, it is better to start with polishing the supply chain and lowering costs..."
"With the first-mover advantage, if it comes to a price war, we can also achieve a dimensionality reduction effect."
"Especially the potential of the sinking market is far greater than that of the high-end tea market. After all, we are a country with a population of 1.4 billion. No matter how big the market of first-tier cities is, we cannot ignore the potential of third- and fourth-tier cities..."
Even though he was once a consumer, Zhou Dongsheng knew how competitive the new tea beverage industry was. It was common to see ten or eight brands on one street.
However, in this brand battle royale, Heytea, which seized the initiative, failed to convert its advantage into victory. Not only did it lag behind in its listing, but it also made frequent mistakes in its subsequent strategies. It even fell behind at one point and its revenue fell sharply.
If it weren’t for the huge first-mover advantage, it might even be overtaken by others and eventually had to bow to the market and open up the franchise model. However, by that time, it was obviously too late...
Now, as the largest investor in the HEYTEA brand, if I can help HEYTEA become the industry leader, I will undoubtedly be the biggest beneficiary. Why not do it?
The most important thing is that if he can accomplish some achievements that he has never achieved in his previous life, it will undoubtedly bring Zhou Dongsheng greater spiritual pleasure.
Perhaps because of the preconceived image of Zhou Dongsheng as a noble man, Nie Yunchen took these words to heart and seemed to be thinking about them.
Following Zhou Dongsheng's train of thought, the future of the entire industry seemed to be in full view. In contrast, his own strategic policy of steady expansion seemed somewhat conservative and backward...
Being one step ahead does not necessarily mean being ahead everywhere. If in the end one has to give up the fruits of victory, Nie Yunchen will undoubtedly not be able to accept it.
Thinking of this, Nie Yunchen couldn't help but feel a sense of enlightenment in his heart, and he had a clearer plan for the future direction. However, in order to verify his ideas, Nie Yunchen still did not hesitate to ask questions.
"I appreciate your advice. Since Mr. Jay has said so much, what should I do next? Please give me some advice!"
Zhou Dongsheng smiled calmly, "Raise funds, lower prices, keep the pricing power firmly in your hands, follow the path of your opponents, and leave them with no way out!"
