Wang Bin, the founder of Yi Shu Diancao, is from Hunan. In 2007, he came to Chengdu and plunged into the milk tea circle, hoping to make a career. Wang Bin took a fancy to Xiancao, a traditional characteristic drink originating in southwest Fujian, which is very suitable for hot Chengdu, so he took it as the main product. At this time, the shop was named "85 Tea" and he began to try to build his own brand.
As the days went by, the business started slowly. 20 13, Sichuan Yi Shu catering management co., ltd was established, and the stores at that time had already started the chain mode. However, a complaint broke the calm, and the bread brand 85 C sued it for infringement. Wang Bin is facing the challenge of brand name change.
After much consideration, he found that "burning grass" was easier to be remembered by the public than his own store name, so today he changed the name of the store to "burning grass for books", focusing more on products. I didn't expect the name to change, so did the so-called fate. Compared with the past, the business of Shucao is more prosperous.
This book also introduces Xiancao.
Different from other milk teas, the book also focuses on burning grass products, which makes it a shortcut. We can taste different flavors of small ingredients in a drink, with red beans, peanuts, raisins, pearls, coconuts and taro. The so-called "half a cup is full of ingredients" is not just talk. The drinking method of chewing while drinking occupies many people's minds. According to public data, in 2020, 1 person will drink Xiancao for every three people who have drunk milk tea.
Product upgrade, Wang Bin is also pondering how to upgrade the brand, from store renovation to service marketing. Taking advantage of this enthusiasm, it has accelerated the pace of expansion through the franchise model. At present, there are more than 7,000 shops that also burn grass, and there is also a slogan that "it takes 19 years to visit a shop every day in the country".
Reference to the above content: Baidu Encyclopedia-Wang Bin