Recently, in Changsha, the capital of Internet celebrities, I accidentally discovered a very "flat" brand: it only makes basic models, mainly bean paste and fresh milk, and the product line reveals that it is "not wanting to roll", and it only launches 3 to 4 new products a year.

"If you don't roll it, you won't roll it. If you lie down, you will be noticed by customers."

Recently, in Changsha, the capital of internet celebrities, I accidentally discovered a very " lie down" brand:

is only the basic model, focusing on bean paste and fresh milk. The product line reveals that "don't want to roll it", and it only has 3 to 4 new products a year.

But with its "down-to-earth" personality, it has gained a foothold in the most competitive market, opened more than 30 stores, and achieved a 0-store closure rate. How did the brand of

do it?

relies on "lying flat" to attract fans?

This brand has achieved a 0-closing rate in Changsha

The market in Changsha is familiar to tea drinkers.

It is one of the most "rolls" cities in tea drink competition, and it is also a "club-market catering gathering place". Dozens of milk tea brands compete on the same stage, and if they are not careful, they will be eliminated.

Recently, near May Day Square , I found a "not so rolling" brand, which focuses on bean paste and milk, stores with less than 20 square meters, with a daily turnover of 10,000+, and has opened 30 stores in Changsha, with a natural closing rate of 0.

The brand is called "Shuangshuang Beverage Store" (hereinafter referred to as "Shuangshuang") . You can tell that you are taking the retro route of memory and is particularly down-to-earth.

Let’s take a look at the store style, which is also unrelated to the trend. The retro blue door head and the red, blue and white space color matching convey a strong nostalgic style everywhere.

In particular, the light box sign printed with "Shuangshuang Beverage Shop" and the "Shuangshuang Handmade, Authentic Bean Paste" on the glass windows all present the retro feel of the 1990s, which is very eye-catching, making people unable to stop and take a few more glances.

It is understood that Shuangshuang's store area is concentrated in stall-style shops of 20 to 30 square meters, and is positioned as a daily tea drink, with an average customer price of 12 to 17 yuan.

In addition, what surprised me was Shuangshuang's product line. In Changsha, which is fiercely competitive, it particularly showed that "don't want to roll":

For example, in the current rhythm of most beverage stores having new new products every month, Shuangshuang still maintains a new frequency of only 3 to 4 new products a year.

and the overall product line is also simple, only basic styles are used, and fruits are mostly made of grapes and mangoes with high stability, etc. The signature product is "bean paste and fresh milk" that can quickly produce cups.

So, how is this brand remembered by customers? What reference does its development process draw on today's small and medium-sized brands? I contacted Shuangshuang’s founder Liu Fangxia.

only makes basic

Their goal is to create "life tea drink"

At the beginning of the interview, Liu Fangxia emphasized that they positioned "life tea drink".

What is "life tea drink"? In his opinion, there are several obvious characteristics: the store creates a familiar atmosphere, can open a store at a low cost, and the products have a high cost performance.

In other words, is down-to-earth and daily, making "Neighbor Shop" . How exactly is it done?

. From brand name to visual presentation, create a sense of familiarity

The brands that can be remembered by consumers are inseparable from a recognizable and catchy brand name, such as Bawang Tea Girl, Hu Jian, etc.

Shuangshuang Beverage Shop, at first glance, doesn't sound special, but it creates an inexplicable sense of familiarity, and always feels "heard it somewhere".

According to reports, they mainly think that "shuangshuang" can be seen everywhere in life, just like Li Mei cannot be missing from the English education and science department, "Almost everyone has a friend named 'shuangshuang'." Adding the word "Beverage Shop" is very similar to the street shop that we could see everywhere when we were young.

In this way, at the beginning of its establishment, the brand can also give consumers the feeling of "this store has been open for a long time and is trustworthy."

In addition, in the creation of store style and product packaging, it is also full of retro style, expressing the familiarity conveyed by the brand name of "Shuangshuang Beverage Store" to the extreme.

For example, the brand logo on the glass window, the design of the old door headlight box, the clothing matching of the clerk, and the theme color also chooses retro blue.

These elements constitute a memory killing for the post-80s and 90s, and are also a new visual experience for the post-00s. In short, the brand has sufficient recognition on the same street.

. Only make basic models, emphasizing the cost-effectiveness of the product

After attracting the attention of consumers with a scene, the product is the key to attracting orders and repurchasing.

I learned that Shuangshuang only makes basic products in products, such as milk tea, fresh milk, etc., and rarely uses fresh fruits, emphasizing the cost-effectiveness of the product.

Shuangshuang's signature product mung bean paste fresh milk, priced at 12 yuan, with a simple appearance, but in one bite, it reminds people of the "taste of mom". As social platforms say, it has the effect of "returning to childhood in one bite".

mung beans, as a national product of all ages, comes with their own health attributes, and it is easier to create the "taste of home".

In addition, compared with fruit tea, bean paste products have relatively high gross profit and simple operation. When the clerk is proficient, they can achieve quick cup delivery within 10 seconds.

. If you don’t serve takeout in the first year, make friends with customers face to face

Create a daily tea drink, which is also reflected in customer service - becoming friends with customers is also the key to doing a good job in business at home.

is different from the model of opening flagship stores in many brand business districts that quickly attract attention. Shuangshuang's stores are mostly opened along the streets around residential areas, which objectively narrows the distance with consumers.

In order to further narrow the distance, Shuangshuang did not cooperate with any takeaway platform in the first year of the brand establishment. In Liu Fangxia's view, "only face to face can you have the chance to be friends" .

If you want to provide good customer service, it is best to communicate and link with customers face to face to let customers come to the store so that customers can truly feel the concept of handmade, as well as employee details services, etc., which all make consumers have a deeper impression of this store.

. Low rent and low loss are the baseline of "life tea drinks"

In addition, there is another key step in doing a good job in "life tea drinks", which is that you can operate at low cost.

In other words, be really down-to-earth, not just looking down-to-earth.

For example, some brands want to attract fans through the retro route, but spend a lot of money to build it. They do not consider the investment in the early hard cost and after the store is opened, they want to increase the product price and ensure profit margin, but find that customers do not pay at all, and increase the risk of brand survival in minutes.

From this perspective, Shuangshuang did two things right after the brand was founded:

First, strictly control rent . According to reports, the rent of Shuangshuang has been controlled within 10% of sales in Changsha. Many stores have monthly rents less than 7,000 yuan, and can make money if the monthly turnover exceeds 60,000 yuan.

second is product logic . Both are mainly based on the bean paste series. A series of creativity can be completed with a pot of bean paste. In addition, it is mostly milk tea and fresh milk, with almost no fresh fruits. The raw material reuse rate is extremely high, which can achieve high turnover and low loss.

Especially under many uncertain factors in the market this year, these have provided guarantees for the survival of brands and are also important reasons for achieving 0 store closure rates.

"Bull, but you don't roll it,

lying down, but the customers saw it." At the end of the interview, when Liu Fangxia talked about Shuangshuang's brand competitiveness, he said something that impressed me, "If you can't roll it, you won't roll it, and if you can lying down, it will be noticed by customers."

But he also emphasized that their lying flat belongs to a kind of "actively lying flat" .

The so-called positive is to achieve efficient collaboration internally and improve operations. He said that many store managers of direct stores currently need to serve as supervisors of franchise stores, and to go deep into the front line to make better decisions.

. What he wants to emphasize more is that small brands should not compete with large chains for new speed and discounts. big brands are supported by capital supply chain, brand sense, etc., but as small brands, blindly following them can only be a "dead road".

Nowadays, in addition to opening new stores, they rarely conduct promotional activities, and maintain a frequency of new launches of 3 to 4 times a year. In Liu Fangxia's view, the lower new launch frequency is the only way for small brands to accumulate classic models. "The new launch speed is too fast, and consumers can't remember the product at all, let alone the brand." What's left of

can be considered to provide emotional value to make up for it, such as integrating more elements that resonate with customers in product and brand presentation.

In the fierce market competition, making a good cup of basic styles and connecting the brand with emotions is a way to find a brand niche.