Reborn: Billionaire in College

Chapter 116: Wonderful Tea Strategy
Chen Pingjiang ran to the Sports College to have dinner with Yan Yan. When he returned to dormitory 603, everyone was already there.

After just one month of not seeing him, Chen Pingjiang was a little uncomfortable with his sons suddenly being missing from his life. Seeing everyone bragging enthusiastically was a stark contrast to the usual silence when they were in the same room.

One by one, they took out the local specialties from their hometown and clamored for Chen Pingjiang to taste them.

Zhao Shaoyang also took out a bag of salted duck from his suitcase and threw it on Chen Pingjiang's table, saying as if offering a treasure: "Brother Chen, try it quickly, it's authentic."

Chen Pingjiang glanced at his stinky brother with a puzzled look, wondering if he had any serious illness.

"I'm in Dongjiang, and the supermarket downstairs from the school sells salted duck. But thank you anyway."

Wang Lei stayed at home for a month during the winter vacation. He was addicted to the Internet cafe and urged everyone to go online and play CS for five consecutive times.

Dong Tinghui flicked the ash off his cigarette and shook his head firmly: "My mom said that if I fail again this semester, she will remove my legs when I go back in the summer vacation."

It would be fine if he didn't say this, but once he did, the whole room was filled with complaints.

"I get angry when I talk about this. I was squatting at the post office near our home, but the report card never arrived. As soon as I left, he took advantage of my absence and sent it directly to my house. In the evening, he went back to play mixed doubles for my parents. He didn't even leave the house during the entire winter vacation." Zhao Shaoyang cursed, his face filled with indignation.

Everyone laughed, and Chen Pingjiang asked, "How many points did you get?"

"Political Economics 42, Principles of Statistics 27, Basic Computer Science 64, Mao Zedong Thought 38, Management 51, Advanced Mathematics 18."

Wang Lei laughed happily: "Fuck, I thought I was at the bottom, but I didn't expect you to be there. At least I passed two subjects."

Zhao Shaoyang looked at him suspiciously: "You idiot, you took fewer classes than I did, how come you still passed two subjects?"

Wang Lei raised his eyebrows proudly: "I went to the key management class."

"Fuck, you bastard. You're always shouting in the dormitory, saying things like 'Anyone caught reviewing without permission will have to treat us to a meal', but you actually reviewed secretly yourself?" Zhao Shaoyang was furious, it turned out that he was the worst in the dormitory.

Wang Lei realized that he had let the cat out of the bag, so he quickly turned his head away and stopped talking.

Zhao Shaoyang looked at Chen Pingjiang again: "Brother Chen, you must... forget it, I won't ask anymore."

Originally, he wanted to drag someone down with him, but when he thought of Chen Pingjiang's power, he was afraid that he would get even more angry and vomit blood.

The next morning, Chen Pingjiang dragged Shu Mang to rush to see the milk tea shop.

He had to hurry up and put the milk tea shop into operation to make up for the cost of renting servers before Renren exploded.

It took almost two days to finalize the locations for the five milk tea shops.

Two of them were directly acquired, and the other three were rented from other idle storefronts.

Because of the existence of Renren and Renren Waimai, Chen Pingjiang did not pay too much attention to the choice of site. He would rather have a more remote but larger site, which is much better than the two or three square meter pigeon cage at the school gate.

Since he was going to do this, Chen Pingjiang didn't plan to just run a milk tea shop, but instead planned to make it a water bar, spend more time on the decoration, and provide customers with a space to relax.

Shu Mang was stunned on the spot: "If that's the case, I'm afraid one store won't be able to make 100,000."

Chen Pingjiang waved his hand nonchalantly: "If the money is not enough, we can add more, but if we want to do it, we have to set a benchmark. Not only the taste must be good, but the decoration must also be stylish, forming a differentiated competition with the surrounding milk tea shops, and teaching the same industry a lesson, so that they know what real milk tea 2.0 is. A good iron must be made strong, otherwise, no matter how good the promotional channels are, if the product itself is not strong, it will eventually be lost in the crowd."

"With such a huge initial investment and such great resources, how can a small milk tea shop make such a huge profit?"

Chen Pingjiang smiled and looked at Shu Mang: "It seems that you have no idea about the huge profits of milk tea. For a cup of milk tea that costs 6 yuan, all the costs of the merchant will not exceed 2 yuan, and this is still an overestimation. I made my first pot of gold by selling juice milk tea."

Even in later times, the common selling price of milk tea shops is 20-30 yuan per cup, while the cost price is only 3-5 yuan per cup. This means that for every cup of milk tea sold, the merchant can earn more than 6 times the profit.

As a result, the market value of many milk tea brands has reached hundreds of billions.

"Then why didn't you start a milk tea shop last semester, but chose to open a barbecue restaurant instead?"

"At that time, I didn't have much capital, nor did I have the resource advantages I have now. I might not have been able to compete with other milk tea shops, so I chose the most conservative barbecue." Chen Pingjiang explained with his hands spread out helplessly.

Chen Pingjiang contacted a decoration company that day and asked them to come up with a design plan with only one requirement: it had to be high-end.

The decoration company did not dare to neglect a big client like Chen Pingjiang who was renovating five milk tea shops at one time, and started asking designers to draw the pictures that day.

Chen Pingjiang took over the original employees of the two acquired stores.

When a new store opens, these experienced old clerks are invisible assets.

Chen Pingjiang gave them the recipes and proportions of two different milk tea shops.

After comparison, he helplessly discovered that the homogeneity of milk tea in this era is so serious that it is scary. No wonder they are willing to be acquired by him, because compared with other companies, there is really no highlight and they can only survive by engaging in price wars.

It is mainly composed of high-concentration original fruit juice, specially blended black tea, domestic creamer, flavored syrup, disodium granulated sugar and fructose.

2007 happened to be a year of rapid development of milk tea, which was considered the first year of entrepreneurship in the milk tea industry. Many brands were growing wildly and expanding madly. And because of its profit-making genes, rapid expansion not only did not lose money, but even made money.

COCO Milk Tea now has hundreds of branches in China, and its milk tea has become more diverse, adding fresh milk series, fresh fruit tea series, and coffee series to the traditional milk tea category.

But the area near university towns is a vacuum for big brands, which are currently busy expanding in the densely populated commercial districts of first- and second-tier cities.

"Our milk tea brand needs to be more youthful in image and create a trend that is exclusive to young people."

“Create your own unique milk tea flavor to avoid falling into homogeneous competition.”

“Build brand power.”

Chen Pingjiang personally completed almost all the procedures required to open a milk tea shop.

From store site selection, store decoration, product research and development to packaging design, every detail is taken care of, with the same enthusiasm as when Xiao Chen BBQ and Renren were founded.

To this end, Chen Pingjiang emptied out all the food in his stomach.

In terms of taste, we provided some styles that became popular in later generations, allowing R&D personnel to repeatedly try and improve them.

We pay more attention to the user's consumption experience, and have worked hard on product raw materials and brand building. We have introduced the concept of light luxury, telling everyone that milk tea is not only delicious but also beautiful and classy.

Even Zhu Yuanlan, one of the first employees of Xiao Chen BBQ, couldn't help but shake her head: "Starting a milk tea shop is a battle for wealth, but it's different from what we did back then."

As she said, with the advantages of funding, concepts, publicity channels, etc., it is hard for a milk tea shop not to be popular.

Chen Pingjiang's initial plan was to make his milk tea brand follow the path of Heytea and other brands, benchmarking the consumer experience of Starbucks, but with a lower unit price than Starbucks. There will be at least 15 years of consumption upgrades in the future. If there is a price war, who can beat Mixue Bingcheng?

It not only swept across the country, but also spread to Hong Kong and overseas.

Let people think that if they spend 2-3 yuan on a bottle of mineral water, why not buy some flavored lemonade or something else?
By the time Chen Pingjiang finished everything, almost twenty days had passed since he rented the store.

When returning to the company that day, Chen Pingjiang specially brought a large batch of milk tea that had just been produced at the R&D base.

"Huh? Miaocha? What brand is this? I've never heard of it."

"The packaging is so beautiful, unlike other milk tea shops that just have a bare plastic cup."

"Yeah, this paper cup looks so high-end." "What flavor is yours? Mine is Taro Ball Bobo."

"I'm roasted brown sugar bubble milk tea."

"This is Zhizhi Succulent Grapes."

"These names are so high-class, unlike the double-mix milk tea and silk stocking milk tea we usually drink."

"..."

College students these days haven’t had many good meals, so how could they have seen the dimensionality reduction attack from milk tea in the future?
As soon as we saw Miaocha, the whole office was filled with exclamations of surprise.

Wan Yuqian asked in surprise: "Junior, is this the product of the milk tea shop you have been running recently?"

Chen Pingjiang nodded and said to everyone in the office, "Everyone try it and give us your opinions."

"Well, Boss, I can't live without it after taking the first sip. Can we have a cup every day from now on?"

"It's just that the packaging is so beautiful that I can't bear to drink it."

Chen Pingjiang smiled and joked: "Of course you can drink one cup every day. The Caida store is not far from the school gate. It only takes a few minutes to run errands. If that doesn't work, you can ask the Blue Rider to deliver it to your door."

The female employee made a helpless expression, defeated by her boss's stupidity.

Her focus is free!
After taking the first sip, the female employees felt that the milk tea they had drunk before wasted their time. Even the male employees who didn’t like milk tea before thought it tasted good.

In order to make Miaocha a huge hit after its launch, Chen Pingjiang carefully selected all the new products, which not only have great taste but also come in a wide variety of categories.

It is understandable that everyone has such a reaction.

It's simply a naked dimensionality reduction attack.

"Boss, when will Miaocha open? I can have a cup a day."

"Are you sure? Just looking at the packaging, you can tell that the boss's wonderful tea is not cheap."

Chen Pingjiang smiled and said, "The medium cup of the succulent grape in your hand is 12 yuan, and the large cup is 14 yuan. The medium cup of the roasted brown sugar bubble milk tea is 10 yuan, and the large cup is 12 yuan."

“It’s a bit expensive, but the price is acceptable.”

"I think it's enough to have a cup of milk tea with the money saved from a meal."

In the current milk tea market in Dongjiang, especially in milk tea shops near universities and colleges, the average milk tea costs only 5-6 yuan per cup, which are all traditional fruit tea milk tea and some pudding milk tea.

With an average price of 10-12 yuan per cup, Miaocha’s price is higher than that of its competitors, and some individual products even exceed this figure.

But Chen Pingjiang himself had no intention of engaging in a price war with the surrounding milk tea shops, as the brand positioning was not on the same level.

As for whether college students have purchasing power?

Do you need to ask?
Haven’t you heard that you should save your money for meals to drink milk tea?
As I said, college students really dare to spend money when they have it.

Even though the consumption level is low, there are so many people, and they are all potential customers.

“Renren Waimai should give Miaocha the top ranking in the category and strongly recommend it on the homepage.”

"Renren.com is preparing some publicity campaigns to promote Miaocha online."

"Push the topic of Miaocha as high as possible. If you see someone complaining about the high price, you don't need to block them, but you need to respond immediately."

“We focus on branding Miaocha, giving it a high-end feel that is different from other milk tea brands near the school.”

“We want to make the students in nearby colleges and universities that don’t have any Miaocha branches eager to come to Caida to buy it.”

"..."

The instructions were forwarded to Chen Pingjiang one by one.

The entire Renren and Renren Waimai systems are up and running.

This was also Chen Pingjiang's first attempt to test how powerful it was to create a hit brand after superimposing publicity channels and sales channels.

The very next day, large banners appeared on the homepages of Renren and Renren Waimai.

"Miaocha, a nationally renowned milk tea brand, has entered Xianlin University Town and established an all-weather and all-round strategic partnership with Renren and Renren Waimai. Five new stores will open soon, so stay tuned."

In addition, Renren.com specially wrote a soft article to introduce the current background of the domestic milk tea industry and the origin of Miaocha. Of course, this is processed.

Renren Waimai is even more amazing. Miaocha has not even opened for business yet, but it has already opened an online store and it directly ranked first in the auction, which really stunned people.

"During the opening period of the new store, there is a limit of 50 coupons per day, which will be issued while stocks last. They cannot be used in conjunction with Renren Takeaway discount coupons."

A large round of vigorous marketing efforts fully aroused the curiosity of Renren users.

"Has anyone heard of Miaocha?"

“I haven’t heard of it, but there are so many milk tea brands now, so it’s normal that I haven’t heard of it.”

"The packaging looks very exquisite, and it is indeed different from other milk teas."

"Not only that, I've never seen the flavors listed above. The ones around school are all honey black tea, lemon honey tea, and coconut milk tea. I'm tired of them all."

"You country bumpkins upstairs, haven't you heard of Miaocha? It's very popular in Taiwan and Shanghai, right? It's only because Renren.com was powerful this time, otherwise they would have opened a branch in the city right after they entered the Dongjiang market."

"I can prove that what the above person said is correct. I am from Shanghai and this brand is very popular in Shanghai recently."

"Just looking at the names and descriptions of these milk teas, I have the urge to try them all."

“Delicious, awesome.”

Even before it goes on sale, Miaocha has already become a huge hit on Renren.com.

The milk tea shops in the five universities looked at Miao Cha in confusion, even though it had not yet opened for business but was already at the top of the list. They fell into deep thought or burst into cursing.

"Is there some shady deal going on here? They're ranked higher than us even before they opened their doors?"

"They must have paid a lot of cooperation fees. What else can you do? But judging by the packaging price, it should be more expensive than ours. I don't think it will have a big impact on us."

"..."

　Normal updates + overdue updates will begin tomorrow.

　　In addition, is it because robots are losing followers that the number of collections is decreasing instead of increasing?
　　
　
(End of this chapter)