The predecessor of "Hitea" is a milk tea shop called "Imperial Tea". It was founded in a riverside alley in Jiangmen, Guangdong. Later, because the trademark could not be registered, in 2015, its founder Nie Yunchen Therefore, the original brand was abandoned and the current brand "Hitea" was established. After "HiTea" changed its name, it no longer promoted the franchise model, but changed all to direct operation, except for a small number of previously franchised stores. Nie Yunchen said the reason: In order to implant the "HiTea" brand into the hearts of the public, When promoting the franchise model, it is possible that due to communication efficiency issues, the brand concept cannot be unified, resulting in the failure of brand building.

The location of "Hi Tea" stores does not only choose places with high traffic, but has its own set of principles:

1. It cannot be opened next to a school

Nie Yunchen said: It is not because students have insufficient spending power, but because the student group is a little uncertain in their preferences, and they tend to buy milk tea with an early adopter attitude, which makes it difficult to implant the brand into in the user’s mind. Therefore, Nie Yunchen set his target users as: white-collar workers aged 25 to 30, who have spending power and have established preferences. Most people in this category are determined and can easily develop brand loyalty.

Second, the first-class stores will be branded, and the others will be promoted.

When "HiTea" selects locations for opening stores, it will fully conduct on-site inspections and list the stores it has inspected. Address, make a first-class and second-class distinction, use first-class shops in good locations to build brands, and wait until the market opens, then use second-class and third-class shops to sink traffic. This not only greatly saves your own costs, but also allows you to have enough funds to carry out refined decoration of the store and give customers a better consumption experience.

The popularity of "HiTea" is not only due to site selection considerations, but also due to the success of the marketing strategy. Its emergence has just caught up with the consumption upgrade and meets the inner needs of young people. In addition, The outstanding quality of its products has made "Hitea" what it is today.

??Answer: Qiuba, there are more than 100 powerful marketers here. Welcome to follow: WeChat public account "Marketing Flights"??