In the tea market, with the continuous upgrading of consumer tastes, the tea industry is also constantly updating and iterating to meet the needs of consumers, and new tea drinks are also emerging. Shanghai Auntie, as a new fresh fruit tea brand founded in 2013, takes "Love Fresh Fruit Tea, Drink Shanghai Auntie" as its brand positioning, focusing on providing young consumers with a unique tea experience. Through continuous innovation, it has successively launched new tea drinks such as "freshly brewed grain tea" and unique preparation concepts such as fruit yogurt, which are loved by consumers.
As of the fourth quarter of 2023, the number of Shanghai Auntie stores has reached 7,595, and it has won awards such as "Best Popular Brand" and "Top 10 Chinese Tea Brands of the Year". With the increasingly fierce competition in the market, in order to keep up with the new consumption trend, Shanghai Auntie fully upgraded to a new fresh fruit tea strategy in May 2021. In an interview, Shan Weijun, the founder of Shanghai Auntie, revealed that they rely on co-creating an "ecological partner community" with partners to bring new development impetus to the brand. However, this decision is not without risk. Shan Weijun said frankly: "We have almost forced ourselves into a desperate situation, franchise fee installment, management fee reduction, headquarters profit only depends on the income of the store to purchase raw materials, only the store operation is good, we can coexist, otherwise our company will fall with the store." ”
In the past period, Shanghai Auntie Fresh Fruit Tea has announced the "10,000 Store Plan", and in order to stand out in the tea market, the brand believes that sincere dialogue with franchisees and consumers is crucial. This sincere communication is not only reflected in the product, but also in the support for franchisees. Shan Weijun said that the installment of franchise fees and the reduction and exemption of management fees are all aimed at stimulating the enthusiasm of franchisees and making them more motivated to operate stores.
Today, Shanghai Auntie has achieved remarkable results, but in the competition in the tea market, continuous innovation and close cooperation with partners and consumers will be the key to the brand's future development. By building a strong community of ecological partners, deepening the interaction between brands and consumers, and constantly innovating products, Shanghai Auntie can maintain its leading position in the tea industry and bring consumers more ultimate tea experiences.