Core Insights - The tea beverage market is rapidly evolving, with both new entrants and exits occurring frequently. The journey of entrepreneur Wu Mengmeng exemplifies this evolution, showcasing her resilience and adaptability in the face of challenges [1][3][5]. Company Overview - Wu Mengmeng, a 1995-born entrepreneur, has undergone four entrepreneurial ventures in the beverage industry over the past decade, ultimately achieving success with her brand "Xianji" focused on matcha drinks [1][3]. - The flagship store of "Xianji" in Hangzhou has achieved monthly revenues exceeding 700,000 to 800,000 yuan, with daily sales stabilizing at over 10,000 yuan shortly after opening [3][5]. Market Trends - The tea beverage industry has seen a shift towards healthier options, with consumer awareness of health increasing over the years. This has led to a transition from powdered milk tea to fresh fruit tea and now to fresh milk tea, indicating a trend towards cleaner ingredient profiles [5][7]. - The demand for matcha products is rising, with brands like "Qu Tea" and "Treasure Oasis" successfully establishing matcha as a significant product category in regional markets [7][8]. Strategic Decisions - Wu Mengmeng's decision to invest 3 million yuan in a large flagship store contrasts with the industry's trend towards smaller, more efficient models. This move is based on the belief that product education requires supportive environments [8][10]. - The flagship store features a hand-crafted matcha bar, allowing customers to engage with matcha culture directly, which is seen as a crucial differentiator in a crowded market [8][10]. Product Strategy - The product line includes not only matcha but also fruit teas and cocoa, catering to diverse consumer preferences and enhancing cross-selling opportunities [12][13]. - Wu Mengmeng's strategy involves lowering the entry price for matcha drinks to around 20 yuan, making it more accessible while also providing premium experiences for more discerning customers [13][15]. Business Model - The company has shifted from a franchise model to a primarily direct-operated model in Hangzhou, emphasizing the need for control and consistency in brand management [15][16]. - The focus is on ensuring profitability for each store rather than rapid expansion, with a commitment to building a replicable operational system [15][16]. Entrepreneurial Insights - Wu Mengmeng reflects on her decade-long journey, emphasizing the importance of making informed choices and understanding market dynamics. She advises potential entrants to carefully consider their motivations and the competitive landscape before entering the market [16].