茶饮界“新排队王”！日销2000+杯，不排半个小时根本喝不上

Core Insights - The article highlights the rapid success of a tea beverage brand called "Li Cha De Cha," which has gained popularity among young consumers in Beijing, achieving daily sales of over 2000 cups and ranking first in Meituan's tea beverage category in Beijing [1][3][5] Product Innovation - The brand offers a unique menu centered around original leaf tea from Fujian, featuring five main categories and 21 products, with prices ranging from 15 to 32 yuan per cup [3][5] - Signature products include "Apple Da Hong Pao" and "Explosive Hawthorn Lemon Tea," which have garnered significant consumer interest [3][9] Marketing Strategy - The founder emphasizes a "反网红" (anti-influencer) approach, focusing on product quality rather than heavy marketing, believing that strong products will naturally attract attention [5][15][20] - The brand has minimal marketing presence, relying primarily on organic word-of-mouth and social media engagement [15][20] Store Design and Experience - The store design is unconventional, utilizing high-saturation colors and unique architectural elements to create a strong brand identity [10][12] - A tea mist device is installed in stores to enhance the sensory experience, allowing customers to smell the tea from a distance, which serves as an effective marketing tool [13][15] Brand Philosophy - The company aims to differentiate itself in a saturated market by focusing on unique flavors and experiences, rather than following trends [17][20] - The founder believes that the core competitiveness of a brand lies in its product uniqueness and the ability to occupy a distinct place in consumers' minds [19][20]