Tea Yan Yue color 咖 咖 咖 differentiation?Lu Liang once torn with employees

Produced: the front line of entrepreneurship

According to interface news, on August 10, the newly launched coffee brand "鸳 Coffee", which was launched in Chayue Sex, was officially opened in the Mayon of Changsha, Hunan, and opened 5 in this traditional popular business district. Stores. The "Yang Yang Coffee" launched this inherited the Chinese style of tea Yanyue on the tea, trying to make differentiated competition with new Chinese coffee.

At present, Tongyang Coffee has launched 12 products with 4 series of milk coffee, pure coffee, special, and pre-production. The price range is 14-20 yuan, and most of them are incorporated into tea, Bingbok, raw coconut breasts, etc. Match.

For example, the hot girl of the milk coffee series adds oolong tea and Bingbok to the coffee, decorated with cream on the top, and sprinkled with chili slices.

You can also feel the new Chinese positioning of coffee from the product naming method. For example, American coffee is named "All is suffering". "".

This also marks the formal layout of the coffee industry in Chayue Sex.

According to the information of Tianyancha, Chayue Yue Se, Hunan Chayue Cultural Industry Development Group Co., Ltd. (hereinafter referred to as "Chayue Yue Se"), was established in 2015. Its founder is Lu Liang and Sun Cuiying and the legal representative Lu Liang. The actual controller finally benefited 17.24%of the shares, and Sun Cuiying was the ultimate beneficiary, and finally benefited 44.73%.

Since January 2018, Tea Yanyue has completed 4 rounds of financing. At present, the financing round is in the B round. The specific financing amount has not been disclosed. Investors include Wuyuan Capital, Yuansheng Capital, Source Capital, Shunwei Capital, Heaven, and Heaven. Figure investment.

According to the narrow -door meal eye data, as of August 1, 2022, Cha Yanyue Sei currently has 443 stores, distributed in Hunan Province, Hubei Province, and Chongqing City, covering 8 cities, with a per capita unit price of 16.55 yuan.

However, in 2021, Chayue Yuese also closed the store three times at the beginning of the year, July, and November, and 87 stores were closed.

Due to the large -scale closing stores this time, its operating pressure increased, and a huge loss of 20 million yuan a month appeared. Tea Yanyue has adopted some employees to adjust the cost reduction measures, but failed to get in advance with relevant employees in advance. Perform reasonable communication, so it caused doubts in the internal group of Chayue.

As soon as the incident came out, not only did Lu Liang, Sun Cuiying and other executives not given employees -related appeasement work, they directly opened the scene to tear up with the employees.

According to Ai Media Consultation data, the market size of the Chinese coffee industry in 2021 reached 381.7 billion yuan, which is expected to reach 485.6 billion yuan in 2022. The coffee industry is expected to maintain a growth rate of 27.2%, and the Chinese market size will reach 10 billion yuan in 2025.

Compared with the development bottleneck of new tea drinks, more and more new tea companies have layout coffee tracks, such as the lucky coffee of Honey Xuebing City, Seesaw invested by Xixi Tea, DOC coffee coffee, lemon that is also roasted with crooked plants into the stock Ji Zi brand "RUU COFFEE" ...

At present, the coffee track is becoming more crowded and competitive. If you want to get a share in this trillion coffee market, the coffee coffee is just the first step. I look forward to the tea Yan Yuese can develop better coffee. After all, good products can really retain consumers.

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