For example, where is the standardization of tea shop dialect in modern China?

Mainly reflected in the naming of products.

1. Popular Road: Modern China Tea Shop, a cultural symbol of young people.

At the end of 20 13, the modern China Tea Shop, a new tea with the theme of Chinese style, officially opened in Changsha, Hunan Province, and put forward the product concept of "China Tea Made in the West". Chinese presentation combined with western production, paying equal attention to both value and quality, soon became a cultural symbol of young people in Changsha.

In 20 15, Hunan chayue catering co., ltd successfully applied for the brand of modern China tea shop, established its own characteristic stores in various prosperous areas based on Changsha's core business district, and achieved great success in brand marketing of modern China tea shop.

In 20 19, the brand of Modern China Tea Shop was invested by Tiantu Capital and Ali affiliated enterprises, and entered a period of rapid expansion.

In 2020, there will be more than 200 modern China tea shops, basically achieving the goal of "ten rice shops, ten shops in one street" in Changsha, and preparing to go out of the comfort zone and open stores in Wuhan and Changde.

In just seven years, we have trained a group of users with high brand loyalty. The key success factors of modern China tea shop can be summarized into four aspects: brand style, product characteristics, cultural creativity empowerment and marketing strategy.

2. Brand style: having a face value is more important, and Chinese style is both a face and a lining.

As the first brand to propose the integration of "Chinese style" and new style tea, Modern China Tea Shop shows its unique personality and quality through the extreme use of China cultural elements, which distinguishes it from other tea brands with special "cultural attributes".

In the design of brand logo, referring to the fan diagram of Cui Yingying, the protagonist of the novel The West Chamber, with the traditional China Red as the background, combined with classic cultural elements such as ladies, round fans and octagonal windows, a highly recognizable anthropomorphic logo was formed. "Design is to visualize wisdom", personify the brand and increase the interaction between people and products.

In terms of visual output, Modern China Milk Tea Shop spared no expense to buy the copyright of the famous paintings of the Forbidden City to print milk tea cups, which left a meaningful visual impression on consumers with its classics and traditions.

The "Peach Blossom Garden" in the brand theme store comes from the Peach Blossom Garden, which is the plot of China people for thousands of years. "Lots of Fish" shop moved the fish of "Haicuotu" to Taiping Street.

In the naming of products, the product names such as orchid latte, sound oolong, earthly fireworks, fireworks easy to be cold, Zheng Zheng kite, wind-dwelling green laurel, vine withered and so on also condense the image of ancient rhyme.

Finally, in the process of service, the modern China Tea Shop has keenly captured the way tea lovers treat guests in the traditional culture of China. For example, when a customer receives milk tea, the clerk will take healthy food suitable for the season as a message to see him off, which will bring the brand closer to the customer.