"A fulcrum, I want to use 300 to leverage 2,000!”
Spring flowers are blooming, by the Yangtze River. Grandpa does not make tea for peers, chains, and consumers, and sonorously announced the development goals for 2024.
In the next 12 months, the six-year-old Wuhan tea brand will need to maintain an average of more than four stores a day to deliver on its promise.
Grandpa doesn't make tea co-founder - Yu Lina.
At the moment when the pattern has been set with extreme involution and a fixed pattern, what is the confidence and strategy of setting such a heroic goal and full ideal?
We will intercept the content of its press conference and analyze it step by step from the two levels of brand and product.
From borrowing traffic to creating traffic
Tea has entered the stage of "branding".
At the end of 2018, the brand name of Grandpa's tea ("Grandpa does not make tea") appeared frequently in the Hubei tea drinking circle, and the most mentioned by industry insiders was the daily turnover of more than 20,000. The reason for this is that the upgrade of fresh fruit tea began earlier in the region.
According to a number of peers who have tried the brand's products, the results are related to the fact that they use more fresh fruit than most brands when making them.
At the beginning of 2023, when the national cultural tourism ushered in a big competition, the renamed grandfather who did not make tea frequently appeared on Weibo, WeChat, Xiaohongshu, Douyin and other social platforms.
I ate the hot dry noodles, the Yellow Crane Tower went, and my grandfather didn't make tea and drank it!"At that time, the rise of special forces travel made grandpa not make tea like a Hubei specialty, and became one of the must-see places for foreign tourists. Jianghan Road, a must-visit for outsiders in Wuhan, a store of more than 20 square meters where grandpa does not make tea, has continuously created an average monthly turnover of 600,000+.
From the development of the past 5 years, it seems that we can attribute the success of Grandpa not making tea to "finding the traffic password".
The category traffic of fresh fruit tea and the regional cultural flow of tourism check-in, but this kind of traffic depends more on the "time" factor in addition to the careful operation within the brand.
This traffic is unpredictable. To a certain extent, the flow of grandpa not making tea can be understood as eating the dividends of the times.
But there is also necessity in chance.
In 2022, Grandpa does not make tea and has printed the brand solgan of "Blossom Tea Fragrance" on the door. Founded in Hubei, building the brand into a business card of Hubei has become its common internal goal.
Ideals are certainly precious, but the path to the other side is even more important.
Lychee ice brewing is the first hit of the real meaning of grandpa not making tea, because Hubei Xiaogan is rich in rice wine, this drink with strong regional characteristics, many special forces travel diaries have been mentioned many times.
Wuhan jasmine, divided according to the type of tea drink, is jasmine fresh milk tea. The grandfather did not make tea to give it the name of the city, and spent a lot of money on advertisements in the subway, office elevator halls, and shopping malls, so that a cup of already conventional products has a landmark and strategic significance.
Before the launch, I asked the brand a question internally, jasmine is abundant in Guangxi and Fujian, and whether it is convincing to write about Wuhan jasmine. Grandpa does not make tea to give a reasoned answer, Wuhan has always had the habit of drinking fragrant tea, and jasmine is one of the representatives. In addition, Wuhan has convenient water transportation, after the opening of Hankou port in 1861, tea has become the largest export commodity, and it has the name of "Oriental Tea Port".
The positioning of "Oriental fragrant tea" extended by Wuhan fragrant tea technology.
A tea category with a drinking history, crowned with a place name, is not only an increase in the value of goods, but also a display of culture.
After Wuhan jasmine, Xianning osmanthus, Wuhan cherry blossoms, Enshi Yulu with orchid fragrance and other products will also be gradually introduced to the market this year. At this time, it is not difficult to see that grandpa has found a way to shape the dual product power of regional culture + category characteristics without making tea.
The scene explained the star products of the history of grandpa not making tea in a new way.
It's just that how to make these products resonate with consumers, from borrowing traffic to creating brand traffic, falls on the "brand charm" shaping link.
"Branding" is not self-congratulation
A sense of engagement is required
In Wuhan Jasmine's large-scale publicity investment, I was fortunate to witness the creation process of its "poster copywriting".
This cup of Wuhan jasmine.
Just on. It is said to be particularly delicious.
Out of the subway. 127 stores in Wuhan.
Minute tea for you to drink.
The whole copywriting does not routinely promote the characteristics of raw materials and production processes, but uses the tone of chatting between girlfriends to share a delicious drink. And told grandpa that he didn't make tea, and that he could drink it at any time as long as he wanted.
Subway advertisement during the promotion of Wuhan Jasmine.
This is what is often mentioned in positioning theory as "what does it matter to me", and we can also understand it as "sense of participation".
Since last year, the large-scale popularity of the tea industry has been the embodiment of the "sense of participation". Grandpa doesn't make tea in the launch of the empty mountain gardenia sent out of the studs; Xianning osmanthus's advertising slogan "Golden osmanthus is like you", the same peripheral silk scarf; The joint name of the New Year's cup and the intangible cultural heritage paper-cutting, the same hairpin, mobile phone case, and sticker; The upcoming Wuhan cherry blossom season, the joint name with the Spring Return Festival, etc., all belong to this category.
The creation of a sense of participation will help shorten the distance between the brand and consumers and reduce the perception of the product.
The brand presented awards to the consumers who did not make tea for the most grandpa.
On March 2, the press conference of Grandpa not making tea also changed the form of regular hotel holdings, placed the venue in the cultural and creative park by the Yangtze River, and invited consumers to go to award the "Greedy Cup Award" to the highest consumer in the mini program order, truly realizing full-dimensional participation.
Why go to great lengths and whimsical ideas to hold a form-free press conference? It is not only for the internal team and franchisees to show their creative ability, but also for the next annual strategy, a preview of an immersive experience.
Reached a strategic cooperation with the fashion group and launched.
How can a brand that make the launch event so exciting, with a variety of newly developed drinks in 2024, and a well-designed marketing campaign not worth looking forward to?
In the final analysis, grandpa's bold statement that he will not make tea to open 2,000 stores is based on the roots of culture and region, and the youthfulness, fashion, and participation of brand expression.
To better understand this, we've asked for the brand's consent to present the highlights of the above approach in the presentation.
*The copywriting is only a display of the company's historical precipitation and brand personality. The key to the success of its development is to sum up the experience summed up in history and take many actions to achieve the ideal goal.
Grandpa does not make tea In this slightly silent era of tea drinking, it blooms in a new form, and also releases a positive signal to the industry - spring is destined to bloom.
I wish the tea brands that have the same ideals and creativity as grandpa does not make tea, get better and better, and the waves of the Yangtze River are just around the corner!