Why is the modern China Tea Shop summarized as "China Tea and Western Cooking" by the founder Lvliang?

At present, Xicha and Naixue almost monopolize the whole domestic tea market, but in Changsha, modern China tea shops have a place.

A while ago, Modern China Tea Shop went on the hot search again because of the receipt ("official website and Zhao's franchisees are all fake, so if you have money, tell them ..."). In just a few months, this is the third time that it has been on the hot search.

Modern China Tea Shop, a tea brand founded in Changsha on 20 13, currently has more than 100 direct stores in Changsha, realizing the full coverage of Changsha market, and also has a sub-brand "Zhihu Tea". Because its products, decoration and surroundings have a strong "Chinese style", it is now sought after by young people.

In addition to the signature product "EULAN SPA01 Latte" and "Permanent Claim for a Cup of New Tea", the copywriting that doesn't follow common sense, and even the official WeChat self-exposure (video of illegal operation of its own store) has also won unanimous praise from fans.

A small medicine box is prepared for free in rainy days, and the second cup is half price, which is also very refreshing.

In the new tea industry, Xi Tea and Naixue Tea are the two brands that are discussed most by the public, and they are also the two models that are imitated most. In addition to these two brands, modern China Tea Shop has brought new tea to the industry with a brand-new ecology.

Today, Qingfanjun will talk to you about the brand genes of modern China tea shop.

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Visual experience of Chinese style

Lvliang, the founder of modern China Tea Shop, once had a special literary and artistic entrepreneurial motivation. He doesn't want to be bound by the system, yearns for a free soul, and has a low catering threshold. He opened a braised pork shop and joined a table-top milk tea shop. "Both parties have done it, and none of them is good."

20 13 "the loser of continuous entrepreneurship" inspired by Chinese style music, Lu Liang took his wife as the prototype and drew the classic lady logo of modern China tea shop. On February 28th of the same year, 12, the first store opened in Changsha Huangxing Square.

At the beginning of his business, Lu Liang positioned his brand as new Chinese tea, adopting VI style of Chinese style and decorating the storefront. And in the subsequent product naming, material design, peripheral product development and other aspects, consistently maintained this style.

There is a big problem in the advertising industry, which is easy to locate and difficult to implement. Lv Liang has been running a modern China tea shop for more than five years. In order to continue this style, he is very modest. The decoration of doors and the layout of storefronts are all in Chinese style; Members are called small owners; Name of each product: Youlan Latte, Shengsheng Oolong, etc. , is the same tune, classical and poetic.

And successively purchased the copyrights of famous paintings such as Lang Shining, a court painter, which cost millions. Not only are the cups painted with thousands of miles of mountains and rivers, but the store posters are also antique wallpaper. Even when the concept store opened, the "one-square-inch Peach Blossom Garden" came from the Peach Blossom Garden, which has been the story of China people for thousands of years. The concept store "Duoduo Fish" moved the fish in Wrong Chart to Taiping Street. The surrounding products, canned tea, cups, bookmarks, are all like things that are "put in the museum".