mentioned the post-90s rich, who do you think of first? Is
a rich second generation who relies on the accumulation of assets of his parents and enjoys his success? Or is it an idol star who relies on a strong fan resource and responds to a hundred responses? What I want to share with you today is a true story about ordinaryness and glory. The protagonist of the
story is named Nie Yunchen, a post-90s CEO who has been referred to by many female netizens as the "realistic bossy president".
Born in 1991, he comes from a very ordinary family. Like many of us, he tried his best to survive. But now, the brand of "Hi Tea HEYTEA" he founded has a market value of 16 billion.
Looking at Nie Yunchen’s entrepreneurial resume, you will find that this handsome and talented post-90s generation indeed has many shining points that we can learn from.
01 The junior college student
Nie Yunchen, who started selling mobile phones, is from Jiangxi. When he was in junior high school, his parents went to Jiangmen, Guangdong to work, so he went to Jiangmen with him.
Guangdong's economy far surpassed Jiangxi at that time. After Nie Yunchen arrived in Jiangmen, he was shocked by the local prosperity. He secretly said to himself that he must take root in Guangdong in the future and become an entrepreneurial pioneer in this land.
Nie Yunchen's academic qualifications are not high. After he finished his junior college at the age of 19, he went to the society.
At that time, the iphone4 launched by Jobs was taking the world by storm. Like many young people, Nie Yunchen regarded him as his spiritual idol.
Nie Yunchen felt that even if he could not become a business legend like Jobs, he could still seize the trend of smart phones and open a small store selling smart phones to earn the first pot of gold in his life.
In 2010, Nie Yunchen's mobile phone shop opened. In order to attract customers, he plans to make money by selling mobile phones and jailbreaking phones, not only to distinguish him from other traditional single mobile phone stores, but also to make himself more income.
However, reality is always cruel. Due to the remote location of the store, Nie Yunchen's shop was very deserted, and almost no one came to buy mobile phones.
Seeing that the store is about to close, Nie Yunchen decided to take the last fight. He came up with a strategy to help customers flash the machine and jailbreak the software, and analyzed objectively and calmly: "The customer does not come, it is not his fault, it is our fault. We didn’t let him know about us.” Z1z
Nie Yunchen is indeed a business-minded person. He understands the psychology of consumers and uses free services to attract customers. Not only has the business of the mobile phone shop improved quickly, but he also won a good reputation. The business of the
mobile phone shop quickly became popular. Many customers were a little embarrassed after enjoying the free flashing service, so they would buy other accessories such as mobile phone cases and earphones here.
Unfortunately, Nie Yunchen’s mobile phone stores have not been prosperous for long. In 2011, knockoffs were everywhere in China. Coupled with the impact of e-commerce, the performance of many offline mobile phone stores declined rapidly.
This time Nie Yunchen realized that his mobile phone store was about to close. However, besides being able to buy and sell mobile phones, what other business can I do? This is a question he must rethink.
02 Huangcha changed its name to Xicha and received 100 million financing. After the
mobile phone store closed, Nie Yunchen took the 200,000 he earned and decided to find another way out.
One day when he passed by a milk tea shop, he found that many young people were standing in long lines just to drink a cup of milk tea made with powder. Nie Yunchen thought: Milk tea made with powder also has a lot of customers. Would it be more popular if it was a drink made of real materials? The sudden emergence of
became Nie Yunchen's second business opportunity for entrepreneurship.
In 2012, Nie Yunchen opened the first milk tea shop, Royal Tea Royaltea, in a small alley called Jiangbianli in Jiangmen, Guangdong. This is the predecessor of HEYTEA.
Nie Yunchen is a person who values the long-term development of the brand very much. His requirements are extremely high in terms of store image and product quality. When the brand was founded, he was not only responsible for store decoration, but also strictly controlled milk tea taste and menu design.
However, sometimes, there may not be a reward for paying. The milk tea shop run by Nie Yunchen had a bad business at first, and even experienced an embarrassing situation of earning only 20 yuan a day.
This is because many people were still consuming "powder" milk tea at the time, that isThat kind of tea powder and creamer plus mineral water, the production process takes only tens of seconds of inferior milk tea. However, Nie Yunchen did the opposite, insisting on only making high-quality milk tea with real ingredients.
"There are all kinds of messy powder. This thing is not good. As a consumer, I don't want to eat it in my stomach." Nie Yunchen couldn't help criticizing the inferior milk tea at the time. Under the leadership of Nie Yunchen, his team has been using fresh fruits to develop and make milk tea.
Kungfu pays off. Finally, one day, they launched a creative milk tea made with cheese, fresh milk, and tea, which triggered a very popular consumption scene. Many people are even willing to spend an hour or two in long queues at the entrance of the store. Waiting for consumption.
With the development of time, Nie Yunchen's milk tea shop has become more and more famous in the industry. In 2016, Nie Yunchen changed the name of "Huangcha" to "Hi Tea" and obtained 100 million yuan financing from IDG Capital and investor He Boquan.
Jack Ma once said: "Never compare luck with others. I never thought that I am luckier than others. I may be more persevering than them. In times of difficulty, they can't stand it anymore. I can stand it for one more second. Two seconds."
Looking back at Nie Yunchen's entrepreneurial road, he has never been God's darling, but with his hard work, he won the glory that should belong to him.
03 How popular is
, the business elite of over 500 stores?
In February 2017, Shanghai's first Hey Tea opened its doors. Within a month, it achieved a performance of "hundreds of people lined up to buy a cup of milk tea for several hours, and on-site scalpers increased their prices and reselled them with a monthly income of over 10,000".
In Beijing, hi tea is also very popular. On the day Heytea logged in to Beijing, it happened to be raining heavily, but it did not affect customers' purchases at home. Some people were even willing to queue for 3 hours to buy a cup of cheese milk cap. The popularity of
hi tea enabled Nie Yunchen to successfully complete 400 million yuan in round B financing in April 2018. This undoubtedly injects strong capital guarantee for the follow-up development of the Hi Tea brand.
In 2018, Nie Yunchen, who was only 27 years old, was selected for Forbes China's "30 Under 30 Elites" list, and he once again became famous.
Now, Hi Tea has become a big brand with more than 500 stores in 49 cities.
However, in the face of such brilliant results, Nie Yunchen seemed very calm. He hoped that Hi Tea could extract something more cultural, more resonant, and timeless.
Therefore, he invested a lot of costs to build tea gardens, and cooperated with universities and research institutions to cultivate good natural, pollution-free tea. He said: "For us, the pursuit is always better instead of different."
As we all know, the replacement of milk tea types is very fast. To use an analogy, maybe everyone was drinking Cheese Green Yan last month, but next month the light fragrant Pu'er sold extremely hotly. In order to ensure the freshness of products, Nie Yunchen leads a team to develop hundreds of varieties every year. It is this kind of active research and development speed that keeps the new rate of Hey Tea far ahead in the industry, and the market's praise rate is also rising.
In 2019, Hey Tea launched more than 240 new products. Consumers’ evaluation of these new products is always what Nie Yunchen cares about most and is also an important basis for his improved formula.
In Nie Yunchen's heart, every customer is his own friend. Their love and trust in Xicha is the source of motivation for Nie Yunchen's continuous progress.
He has adjusted more than 40 formulas for the customer's experience; he also drank more than 20 cups of milk tea a day to develop new flavors; although hard work, he enjoyed it.
Nie Yunchen said: "I only care about the biggest and smallest things. The biggest thing is brand strategy, and the smallest thing is details, as small as banners, decorations, and text details."
Nie Yunchen pursues not only economic benefits, but also long-term brand planning. His goal is to make Hey Tea a unique symbol that leads the global tea drinking culture.
04 Concluding remarks
Some economists call Hey Tea "China's Starbucks". But Nie Yunchen said, "Why must it be made into Starbucks? Maybe it can be more than Starbucks.it is good! "Z1z
has a saying: "Others know you as your face and body, and people define you as your mind and heart. "
Nie Yunchen, with his business acumen and passion, has made the originally very ordinary milk tea a way of socializing for thousands of young people. In him, we have seen the wisdom and courage of the post-90s generation, and even more. The pioneering spirit of young people.
In 2020, 29-year-old Nie Yunchen has been in business for 10 years and is worth 4 billion. He is an idol worshipped by many young people, but he is still anxious about the future. Z1z
has seen too much because of this journey. Too many new milk tea brands continue to emerge, among them there are many imitators and even copyists of Hey Tea.
Despite the fierce market competition, Nie Yunchen has always been determined, as long as everything is done carefully, time will always prove everything. and that is his business from the beginning has been to motivate yourself if .
author: Jan girl + single chapter of Yi Ran, always middle-aged 18-year-old girl, municipal writers Association, the signing of a new multi-platform media, in order to extract the text And express feelings.
