A few days later, looking at the firm Ke'er in front of him, Shen Feng said with a straight face: "Are you sure?"

"Sure!" Kerr took a deep breath and said seriously, "I want to be my own brand and supply chain!"

I was afraid that the boss would not be at ease, so I added: "In the past few days, I have been running all over the large and small tea shops in the capital, and I have studied many industry reports, so I ......"

Shen Feng waved his hand and said easily: "As long as you are willing, I will definitely approve with both hands!"

"Since you have decided to do it, there are two ways in front of you now: the first is 500 million to take over Xiaolu tea, 186 directly-operated stores, and you will be the boss immediately. ”

"Or open it by yourself, from site selection to product selection, decoration design and operation all by yourself, do you choose?"

Ke'er suddenly showed a wicked smile and asked rhetorically, "What do you think, boss?"

Shen Feng was stunned for a moment, laughed, the girl is quite a chicken thief!

"I suggest taking the deer tea directly, now we have a late start, the tuyere, step by step, step by step, we must catch up with the head players as soon as possible. ”

Shen Feng analyzed: "Although more than 100 stores are incomparable with several major brands with two or three thousand, after all, you are also a halfway monk, and you have to relearn a lot of things, so you can practice your hands." ”

"As for the audience or the female group, it must conform to the overall tone of the true taste, give up the middle and low consumer groups, and focus on high-end products. ”

Sure enough, Ke'er nodded, after all, following Shen Feng for several years, it is always the basic concept of Wanli Investment to go sideways.

The company wants money and money, traffic and resources, why do you have to start over?

"I have studied all the store locations of Xiaolu Tea, all of which are around the core business districts of first-tier cities, and the positioning is white-collar consumption from the beginning. ”

Keer said: "Although the future is a fraud to join, but at the beginning we must create a brand image of pretending, otherwise who will partner?"

"Whether it is store decoration or personnel training, it is a matter of capital level, and there must be outstanding points to be listed in 18 months, such as mature supply chain and back-end data ......."

Shen Feng looked at Ke'er talking eloquently, and was secretly relieved that he finally looked like a boss.

"After taking over, it will be directly changed to real flavor, and it will not open any direct stores for the time being, let alone join. Shen Feng added: "Based on the existing store scale, first hit the brand. ”

"Each store only pushes up to six kinds of products, don't give customers too many choices, it's not too expensive!"

"The environment is redesigned and renovated, and each store must have its own style, increase the user experience, and raise the brand premium. ”

"As for the selection ......"

Shen Feng said confidently: "I will roughly set a tone for each store according to the different locations, and you can bring over the list of all categories on the market as soon as possible." ”

Ke'er didn't say a word, turned around to do things, and never had any doubts about the boss's vision.

Shen Feng breathed a long sigh of relief, and finally didn't have to worry about finding someone again.

Keer's food taste and taste aesthetics are absolutely undoubted, anyway, I don't play to join the leek, the store is not expensive, and it is the key to improve the ping efficiency ratio and create a brand premium.

The goal is to create the Starbucks of the tea industry!

To put it bluntly, it is still an offline supplement of the true taste, and it is also a small attempt for the supply chain, with the help of Lao Hong, the first and second tiers of the country can be done by up to 1,000 stores, just to raise a small takeaway team of Wanli, and it can also be used to deliver wine in the future.

The whole building is still more than half empty.

No need for nothing.

Calling Lei Li here, she is now in charge of the group's internal welfare system and employee team building, and collects news and feedback through various channels, which is the biggest use of a personal assistant.

If you are idle at night, come to the CBD and take a walk, see the so-called Internet celebrity tea drinkers, and buy a few cups to taste what it tastes like.

Coming to the door of the Joy City store, which is known as the flagship, people take pictures from time to time, a duplex structure double-storey store, the location is good, and the consumers who take the flying ladder to the sixth floor opposite can easily see the signboard of Nai Xue in the air.

I have to say that the high-value check-in Internet celebrity store represented by Nai Xue has become the standard configuration of shopping malls, and can even get the golden position of the passenger flow node, hundreds of square meters at every turn, and a proper drainage tool.

To put it bluntly, the treatment of new tea drinks in shopping malls is equivalent to that of Starbucks in the past.

What is the third place?

Walking into the hall, the seats were tight, and most of the young women who came in groups looked around, chattering and laughing.

In Shen Feng's view, it feels really different from Starbucks, few people will swipe their mobile phones alone, or sit in front of the computer to change PPT, and the atmosphere is more leisurely and entertaining.

After being truly immersed, everything in front of you illustrates a business model: to make a fuss about the lifestyle of a new generation of local young people, and not afraid that they will not like it.

We have been drinking tea for thousands of years, but the strange thing is that when it comes to drinking tea, everyone will think that it is traditional, and when drinking coffee, it will feel foreign.

In Shen Feng's view, the core of the emergence of new tea drinks is to break through two things: the first is to let young people drink tea, and the second is to make everyone accustomed to drinking tea as a new social lifestyle.

Different from the quiet and private Chinese teahouse, there is more emphasis on the interaction and socialization of OPEN, as well as the sense of entertainment and design aesthetics.

According to Li Nanjun's industry survey, the first echelon is obviously Naixue and Heytea, which are mainly in first- and second-tier cities, mainly located in shopping malls, with large stores and high costs, and a cup of tea is casual for twenty or thirty.

The second echelon is regional brands, regional brands with a price below 20 and more flexible locations, such as the monopoly of Changsha's tea and beauty.

Finally, Mixue Bingcheng has a small store model with a wide range of franchises and thousands of stores, and a large number of franchise models.

Shen Feng looked at the variety of fifty or sixty kinds of tea, there was everything, and he was absolutely dazzled when he came for the first time. Bai Fumei, who is over thirty years old, is a tool used to take pictures and punch cards.

Twenty is another watershed, and those below ten are just to quench their thirst.

"Which one do you like?" Shen Feng asked Lei Li, "Have you ever drunk it?"

"I've drunk a few fruit teas and it tastes good. Lei Li smiled: "Their audience is basically young women, and many of them will regard fruits as a healthy beauty, especially white-collar workers who face the computer all day long, or even the first choice." ”

"For example, if I want to eat strawberries this afternoon, I will definitely choose a fruit tea with strawberries. ”

Seeing that the boss nodded, he continued: "Nai Xue's brand is very active, and she likes to play cross-border cooperation, and I have an impression of Glory of Kings, Tencent PUPU, Picasso Art Exhibition, Atour, Want Want, and even cats." ”

"Many times, drinking milk tea is also the pursuit of a fashion and foreign style. ”

Shen Feng looked at the front desk, seven employees were busy, two received users to place orders, and the other four made tea, packed, reminded to pick up meals and distributed takeaways......

If it is all the main fruit tea, it has to be said that this brand is indeed an asset-heavy supply chain, and from the analysis of cost composition, ingredients account for forty percent of the total cost.

There is no absolute moat in this industry, and if you have to say what is the core competitiveness, it may be continuous innovation.

It seems that at least two new products are launched every month, and behind it is not only product capabilities, but also organizational capabilities, marketing capabilities, and supply chain efficiency improvements......

And finally, all for one purpose:

Reduce costs!

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