Not only reference, the hidden main line of Bawangchaji's rapid growth

How to quickly stand out in a market crowded with brands? The strategy of Bawang Cha Ji may give us some inspiration. From learning from the successful experience of competitors to incorporating luxury design elements, and then to the blessing of the celebrity effect, Bawang Cha Ji's rapid growth is not accidental.

Star brands are also developed bit by bit through iteration, not achieved overnight.

It’s just that the methods are different. For example, before Luckin Coffee was founded, it had already figured out that it needed to run a single-store model and a single-cup model and to go digital. (This article has been written)

Without talking about the model, we can roughly summarize the hidden main line from Ba Wang Cha Ji's rapid growth experience: borrowing.

1) Borrow: A strategy that has been proven by competitors

Bawang Cha Ji’s products that combine tea base with fresh milk and the concept of relying on big single products to drive sales are reliable solutions proven by Cha Yan Yue Se.

Climb up on the shoulders of successful people, faster and at a lower cost.

2) Borrow: Competitor’s logo design

From these two sets of pictures, we can see the iterative process of Bawangchaji's LOGO. First learning from Cha Yan Yue Se, then learning from Starbucks, I have to say that the final effect is quite good.

3) Borrow: Packaging design of luxury goods

Bawang Tea Princess combines the designs of Dior and LV, making users feel that the moment they enter the store and hold a paper cup in their hands, they instantly gain a sense of luxury. This is what luxury design elements bring.

The function of luxury goods is not only to please oneself, but also to gain recognition from a certain circle of people.

4) Borrow: The influence of celebrities

Signing Zheng Qinwen before the Olympics is not a new strategy, but it is worth it as long as the right timing and person are chosen.

You should know that Zheng Qinwen is a sports star signed by McDonald's, Rolex, Nike, Yili, Gatorade, Lancome and other brands. Bawang Tea Princess has put herself on the same side as top brands.

You may have heard of the above things, and they have a great influence.

There are also many small ways to play, such as public calories, special badges, gifts for collecting cups, points redemption, etc., which can be found in competing products.

Seeing this, you might think that I wrote this article to criticize Ba Wang Cha Ji’s "plagiarism" behavior.

No, I am more concerned about this phenomenon and the inspiration it brings.

As the founder of a consulting company, I will definitely not plagiarize or even borrow from others, and I will not advise our clients to do so. This is our principle of doing things.

But the problem is that there are already brands in the market that have built their business by learning from others, so I need to do a serious analysis. I try to understand the business world as objectively as possible and not let my subjective preferences narrow me down.

The concept we advocate is: scientific growth.

Therefore, you need to gain insight into more essential things from the case of Overlord Tea Lady, which should be repeatable, falsifiable, logical, and measurable. This will be truly valuable to you.

In this article, we will only talk about one of them: emotional value

This is reflected in Bawang Cha Ji’s product selection and its reference to luxury goods design. Let me briefly explain the logic below.

The general trend is to shift from a production-oriented society to a consumption-oriented society.

In the past, the focus was on supply, with more emphasis on functionality and usage value; now, the focus is on users, with more emphasis on spiritual and emotional value.

Today's users, especially those born after 1995, are more likely to pay for their own pleasure. This consumption behavior is different from that of those born after 1970s and 1980s. Brands must also keep up with the pace.

If a brand wants to convey and satisfy users’ emotional value, content is an important channel.

The content mentioned here is a broad concept. Not only Douyin and Xiaohongshu are content, but also anything that can give users a visual sensory experience, such as LOGO, store style, cups and bags, and the overall cultural concept.

Therefore, Bawang Cha Ji has put a lot of effort into this aspect, hoping to provide emotional value to users.

Let’s break down the emotional value.

Users' emotional values ​​are divided into three categories: addictive, social, and self-pleasing.

Addictive type, dopamine often makes people happy and relaxed. There are two parts, leisure categories such as cigarettes, alcohol, coffee, and tea; and basic categories such as sugar, oil, and spicy.

Social type, the user's social identity and sense of belonging. Humans are social animals, they have the need to find a social position, tend to establish connections and a sense of belonging with others, and seek self-identity.

For the self-pleasing type, spending money on yourself is the most worthwhile. If the social type is more outward-looking, then self-pleasing is inward-looking, making yourself happy.

The emotional value that Bawang Cha Ji brings to users is mainly addictive and social.

1) Tea is addictive, but not overly exciting or addictive. Also, the taste of tea is not so stimulating, and it has the effect of relieving greasiness, which supports the frequency of consumption.

This addiction + taste belongs to the emotional value brought about by physiological intake.

From a competitive perspective, fruit tea is easy to get tired of, and the raw materials are difficult and costly to supply, and the processing procedures are cumbersome. It is not as efficient as tea, and the user acceptance period is also long.

2) The social nature of tea is reflected in Overlord Tea Princess’s reference to luxury design.

Because luxury goods themselves are the embodiment of social characteristics, Ba Wang Cha Ji did not recreate this process, but borrowed design to make users unconsciously call up the cognitive impression of luxury goods and connect Ba Wang Cha Ji with luxury goods.

This is how Bawang Cha Ji gets its high-end feel similar to Dior. When users buy it and hold it in their hands, they will also have a sense of ownership of luxury goods, which brings emotional value with social attributes.

Of course, in reality, it is difficult to tell when people become addicted and when they are social or self-pleasing. These are all relatively vague. It is only in our theory that we want to make the "emotional value" as clear as possible, so we made such a split.

(This article has detailed information on emotional value)

To extend.

The concept of "positioning" that focuses only on the product is outdated. Now is the era of "user-centricity".

A cup of milk tea, no matter how it is positioned, is not a competitive barrier, and it is even more difficult to retain users for a long time: the rapid growth of Bawang Cha Ji after using the product logic of Cha Yan Yue Se, and the gradual decline of Heytea and Nayuki after their explosive popularity are enough to prove this point.

To solve this problem, we need to develop products while gaining insight into the needs of the “new group”.

Bawang Tea Princess did a really good job in this regard. In addition to the various "borrowings" mentioned above, let's take a look at their marketing focus: repeatedly emphasizing the use of Oriental tea to make friends around the world, and integrating national cultural elements such as intangible cultural heritage and the 24 solar terms into the gameplay.

Focusing on national trend culture will itself bring emotional value to users.

Use historical and cultural accumulation to hedge against the new tea beverage category, which has strong explosive power but will decline quickly.

Final summary.

Emotional value, and the cultural identity that extends from it, are the internal factors that must be consolidated for Bawang Chaji's continued growth. They are much more important than the formula of milk tea.

Borrowing is a means to achieve strategy, not the strategy itself. The key lies in what the main theme of borrowing is and what problem it is used to solve.

There are many reasons for the growth of Ba Wang Cha Ji. I have a 10,000-word article with a detailed analysis. Here is part of it.

We have many such analysis and growth methodologies.

After accumulation, it has been fully formed. I plan to launch a new paid membership service to provide everyone with methodology, case analysis, and micro-consultation. Please pay attention.