User value discovery on the tea mountain

Drinking tea on the tea mountain, you can feel the simple rural customs and traditional tea culture atmosphere, which makes people happy and harvest wonderful experiences and memories, but how to choose from the many attractions and products on the tea mountain? This article explains two very interesting "shops".

During the May Day holiday, I climbed Hangzhou Longjing Mountain with Mr. Yao and several friends and discovered two very interesting "shops".

1. The scarce sense of trust in scenic spots - Aqiao Teahouse

Friends who have climbed Longjing Mountain usually stop at Longjing Village for lunch.

After two hours of hiking, facing the scorching midday sun on the mountainside, we urgently needed a restaurant where we could rest and replenish our energy.

But the stores that wave at you and solicit customers at this time don’t sound or look so reassuring.

So we habitually opened Dianping and Xiaohongshu, trying to find a store that would not be a scam among a group of stores with highly similar names and dishes.

1. Moderately operate reviews

There are roughly three types of reviews for Longjing Village:

① The information in the first picture of the review has been beautified, or even over-shaped as a "brand store". It is often expensive per person, and if you look closely, you will find several real negative reviews and complaints.

② "Wild local stores" run by Buddhists. They have been in business for a long time, but the number of employees per person is unknown, the tea and water fee is unknown, and there are no reviews. There is obvious polarization, either the reviews have too little information to support decision-making, or they are negative reviews and complaints.

③ "Aqiao Teahouse" is operated moderately with good reviews, good reputation for food and service, and clear charges.

2. Real word of mouth

Maybe I am a more cautious person, or maybe it is because of my profession that I don’t easily trust the information obtained through "online operations".

So when we found Aqiao, before we sat down, we first asked a table of young families who had just finished their meal. After getting the answer of "not bad", we let our friends sit down with peace of mind.

At this point, I also believe Aqiao's comments more.

3. Drink clear tea

Longjing Village is famous for its Longjing tea. Restaurants have explicitly or implicitly set "tea" as a must-order item, but some stores are worried about turning away customers due to the tea fee, and they do not clearly indicate the fee, or they set the price too high, which results in forced sales and a poor experience.

On the menu of Aqiao, the price of tea is clearly selectable. It is not mandatory to order one cup per person. It is OK to order one cup per table. With a trial mentality, we ordered 2 cups first. It was really good. Then we tried other varieties. They were all good. Finally, when leaving, my friend bought several hundred yuan of tea for his parents.

4. Fresh and plentiful ingredients

When eating in the mountains, most people look forward to game and seasonal mountain products. Aqiao met our expectations at a reasonable price and the portions were generous.

5. Service and cost performance

The lady boss enthusiastically answered any requests and inquiries during the meal. For customers with a large number of people or large tables, the lady boss would personally ask about their experience and say a few polite words. She never actively asked customers to write good reviews, and her conversation was sincere and enthusiastic.

In general, the serving speed, service details, and hygiene conditions are considered top-notch among scenic area restaurants.

All in all, excluding the tea bought by my friend, the consumption for the three of us was less than 300 yuan.

When writing this review, I searched Xiaohongshu under the name "Longjing Village Aqiao" and saw many real notes from tourists. Because it really provides the most scarce sense of trust in a scenic spot. This is the value that most users most urgently need restaurants to provide in the scene, and it is also the core of the successful operation of Aqiao's teahouse.

After returning to Shanghai, we occasionally mentioned the taste and experience memories that Aqiao left us.

2. Self-reward after hard work - the cucumber stall on the top of the mountain

After having a good meal and tea, we continued to climb the mountain.

This is a road full of steps. After about an hour, walking through the tea fields and facing the 4 pm sun, you will reach the three-way fork of Longjing Mountain, which is the highest point of the day's route.

Then you will see about half of the people scanning the code to pay at a cucumber stall. As the cucumber owner worked hard to carry the cucumbers, we all scanned the code to pay.

1. Product selection

Freshly peeled cucumbers are refreshing, delicious and nutritious. They are very tempting at the top of the mountain.

There are actually many products in the scenic area, but at the three-fork position, many factors need to be considered, such as convenience (one-handed edible), low cost (easy decision-making), popularity (high acceptance), and heat relief. Corn, eggs, etc. are not suitable.

2. Scarce channels

There are many food stalls along the way, but sales are normal. There is only one stall like the cucumber stall that moves its products to the three-fork. Of course, we don't know whether it needs to pay a "channel fee".

3. Human nature and pricing

Who can resist the small reward after reaching the top, especially a peeled cucumber for 6 yuan?

Although it is just a cucumber stall with booming business, after eating, I thought about it and realized that the human insights, channels and product selections therein are all precisely based on user value.

You see, these two scenic spots have their own small business philosophies behind them. I hope to go and taste the tea in Longjing Mountain during the spring tea season next year.

Author: Shao Kang, WeChat public account: Shao Kang Blake, Mushan Brand Consulting and Design, Strategy Director