Tea Yanyue color again on hot search, this time because of the new store signature ...

The new tea brand tea Yanyue color has attracted attention again due to disputes. A few days ago, Tea Yanyue's third store in Nanjing was officially opened. However, some citizens questioned their English signboard "Sexytea". In an interview with local media, citizens believed that this English expression matched with the image of classical women would cause bad associations. Some netizens also said that this move was intentionally wiped the ball. The Xinhuang River client noticed that the official website of Chayue Joy also adopted a domain name containing "Sexytea". As of press time, Tea Yanyue has not responded to this matter.

Earlier, Cha Yanyue color also "rolled" because of improper marketing. Last year, Tea Yanyue color was printed with "picking baskets" on a Mark Cup. In addition, "one tea bag (a female man one), the wide clothes unsolved cup" was displayed in the tea method. Describe the suspicion of being materialized by netizens.

It is worth mentioning that Tea Yanyue has repeatedly appeared in hot search due to disputes. For example, a month ago, due to the purchase of the new store to be fired to 200 yuan, it was drawn in the live broadcast room in June, and the company was exposed at the end of last year High -level and employees are "noisy" in the internal group. As a brand dedicated to taking Chinese tea routes, positioning and marketing has accumulated a huge customer group for it. What problems reflect the negative news?

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An English signboard is attracted again

According to the "Sexytea" of Chaye Yueye Nanjing Xinkai Store, netizens have different attitudes. Some netizens believe that as a Chinese -style tea brand, "the translation of SEXY that is easy to associates" is used, but some netizens have expressed support that there is no problem with this translation, because the word Sexy is "sexy", and the Chinese meaning also includes " Charming and attractive. In addition, some netizens said that the English name of "Sexytea" was not used in Nanjing stores for the first time. This name was used in stores opened in many cities.

The reporter inquired about China Trademark Network that as early as 2018, some people applied for the trademark ownership of SEXYTEA in their personal name, but they were eventually rejected. According to the investigation of the enterprise, the trademarks applied for the registration of Hunan Tea Yue Culture Industry Development Group Co., Ltd. include "Tea Yan Yue Se", "Tea Yan", "鸳 企", and "鸳 齐 齐".

In this regard, the reporter tried to contact Tea Yanyue color through the official telephone, but as of press time, he failed to connect. Related data on Weibo shows that the topic of "Tea Yan Yuese Nanjing New Store Scenario" appeared on the hot search on the evening of the 14th, with a view of 170 million views and 700 minutes on the list.

This was less than a month before Tea Yanyue appeared on the hot search last time. On the eve of the opening of the first store in Nanjing, the netizens broke the news that the price of the oxen to buy milk tea was fired to 200 yuan. The scene on the day of opening was quite hot. It is said that someone was queuing at 4:30. At the same time, Xinjiekou stores in the two stores opened at the same time caused congestion due to excessive traffic. After about half an hour, the business was suspended. The average time of another store at noon is about 5 hours, and the local government also regulates police forces to assist malls to maintain order.

At the same time, some media pointed out that the online celebrity brand Chayue Yue Se was suspected of hiring people to queue up. According to reports, a part-time job information for the recruitment group to queue up in a milk tea shop on August 19 was required to be: between 15-60 years old and a daily salary of 70 yuan. According to the media to verify from the recruitment information, this milk tea shop is indeed a tea face. The reporter's inquiry public information shows that not only the Nanjing store, tea Yanyue color in many cities has been suspected of being suspected of hiring someone to queue and asking for speculation. Regarding this controversy, the official tea Yueye issued a statement and responded, "Our new brands are first arrived, and everyone guesses it is also common. Good recipe. "

With the development of social media, the brand's attention to marketing is already public, but there are many cases of "ruming". In February 2021, Tea Yanyue was labeled on the Mark Cup. "There are many beauties who come to tea to buy milk tea. If you happen to know one, you can whisper tell our friends: 'I picked up a basket'" Essence Some netizens believe that these copywriting is suspected of disrespecting women. Subsequently, Tea Yanyue issued a statement that he would not apologize, saying that he would immediately recall the theme Mark Cup sold, claiming that he would also seriously reflect on the reason behind the incident. Improve. After the incident, People's Daily commented that it is understandable to engage in creativity and shake their worship in marketing, but it must not break the bottom line.

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"Anxiety" tea face pleasure

At the end of last year, a chat record of an internal work group pushed tea to the forefront. Screenshots circulating on the Internet show that the per capita working time of Tea Yanyue Color Company is 11 hours, the hourly salary is only 6-9 yuan, and the monthly salary is less than 3,000 yuan. Faced with the complaints of employees, Lu Liang, the founder of Cha Yanyue, responded that the salary was allocated by labor, and the employees involved in the event were afterwards to resign. The incident quickly fermented to social media, and then Tea Yanyue was urgently issued instructions, saying that due to the temporary closure of dozens of stores in November, the salary algorithm was temporarily adjusted. At the same time, the founder Lu Liang issued an apology letter, "Last night's quarrels, the company and I have lost their duty anyway." According to reports, Lu Liang revealed in the internal group that the tea Yan Yue color during the epidemic prevention and control period every time The monthly loss exceeds 20 million yuan. The internal group "quarrel with employees" also brought the management problems of tea Yanyue color to the spotlight. In the media interviews, some employees directly pointed out that the company has management problems. There are many stores and redundant personnel. They cannot attribute all performance to the impact of the epidemic. From the darling of capital to the large -scale closing stores, from the valuation of 20 billion yuan to a monthly loss of 20 million yuan, the hidden concerns of the development of tea Yanyuejue have also indicated that the strategy of blind expansion in the previous stage has failed.

According to the data provided by Financial's self -media 36 氪, in 2018, Chayueyue has only 70 stores in Changsha. In the next two years, 200 were quickly opened, of which 120 were opened in Changsha's core shopping mall in 2020. Last year, Chayue Yueye experienced three concentrated closing tide, involving more than 80 stores. In this regard, Cha Yanyue once posted a Weibo explanation: "Recently, some stores in Changsha densely cloth are temporarily closed. The main reason is that the epidemic is repeated. Yes, Chayueyue Stores are all direct -operated stores, and all costs are borne by Chayoyue Sex. Such a concentrated closing stores will inevitably affect the company's performance.

One of the more realistic questions faced by Tea Yanyue is how to "get out of" Changsha. There is a set of data. Before the large -scale closed store was closed last year, there were more than 500 stores in Changsha, while there were very few stores in other places. In the context of the profitable profit of the big camp, how to broaden the market is the problem of anxious tea Yan Yue color that is urgent.

Public information shows that the Chayoyue brand was officially launched in 2015. As of June this year, there were nearly 500 direct -operated stores opened nationwide. Shunwei Capital and Multi -round investment of Wuyuan Capital. In addition to tea, Tea Yanyue has been layout on other tracks on the new consumer in recent years. In 2020, Tea Yan Yuecai began to work in the new retail business, and successively launched offline retail stores such as "Tea Zi Shop" and "Tea Yan You Garden Club". The takeaway business is developed through the store -shaped models such as the "Tea Yan Hall" and "Takeaway Dart Bureau". In August of this year, Chayoyue color also launched the independent coffee brand "Yang Yang Coffee", which officially entered the chain coffee industry.

"The Internet+has driven many industries. The spread of Cha Yanyue is actually the beneficiary of the Internet+." Lu Liang, the founder of Tea Yanyue, said. Facts have proved that Internet marketing has made great efforts to make tea -faced brands. At present, it is already the "net red milk tea" in the eyes of netizens. It has a large fan group, but whether the traffic can be converted into performance is still to be tested.

New Yellow River Client Reporter: Zhang Bo Editor: Sun Feifei

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