In 2013, the Shanghai Auntie brand was founded in Shanghai, with only a small store of 25 square meters. However, 11 years later, Shanghai Auntie Fresh Fruit Tea has 7,297 stores nationwide, covering more than 300 cities in 4 municipalities, 5 autonomous regions and 22 provinces across the country, becoming a leader in the country's new tea brands. At the 2023 National Partner Conference held by Shanghai Auntie Fresh Fruit Tea, founder Shan Weijun announced the "10,000 Store Plan". After proposing the "10,000 Store Plan", the brand regarded the continuous improvement of consumer appeal as a key link. Shan Weijun, the founder of Shanghai Auntie Fresh Fruit Tea, said that Shanghai Auntie's goal is to produce a popular product at least one quarter, and strive to produce a popular product every month. To achieve this goal, the key lies in the three "flywheels" that Shanghai aunts adhere to.
The first "flywheel", in Shan Weijun's view, consumer satisfaction is the first key to driving business growth. He knows that only by making consumers satisfied with Shanghai Auntie's products and services can they become repeat customers, so as to achieve an increase in the frequency of transactions. This is also the cornerstone of the store's business getting better and better; The second "flywheel", Shan Weijun emphasized that the success of the 10,000-store plan depends not only on the satisfaction of consumers, but also on the success of franchisee partners. Shanghai Auntie quickly switched to the third- and fourth-tier markets through franchises, and the survival rate of franchised stores is as high as more than 95%, which is undoubtedly an amazing achievement; The third "flywheel", Shan Weijun said, excellent employees are the driving force to promote the progress of the enterprise. Through this platform, employees can be rewarded, so that they are willing to be customer-centric, consumer-centric, and strive for a better life. This not only makes the team more stable, but also improves the quality of service and lays a solid foundation for the long-term development of the brand.
Full of confidence in the future of Shanghai Auntie, Shan Weijun's vision is not limited to "thousands of cities and thousands of stores", but more importantly, "to benefit thousands of families". He believes that dialogue with consumers and franchisees with sincerity and benevolence is the foundation of Shanghai Auntie's life. In the future, Shanghai Auntie will continue to be committed to providing cost-effective products, so that more consumers can feel the sincerity and care of the brand.