This Guangdong Local Coffee Brand Sells Over a Million Cups Annually! Analysis of the Viral Success of "Cha Jiu Xing Qiu's" Bitter Melon Lemon Tea

The World's Unsolved Mystery: Guangdong Residents' Prone to "Heatiness" Constitution! It's no exaggeration that in Guangdong, even drinking water can cause "heatiness," making herbal tea an essential health remedy for locals. However! Some herbal teas are unbearably bitter. To save those "Martians," the Guangzhou-based tea beverage brand "Tea Rescue Planet" pioneered bitter gourd lemon tea. Using seasonal vegetables and fruits, they successfully sparked a "bitter gourd craze."

Adding "heat-reducing" bitter gourd to lemon tea, one sip reveals the bitter gourd pulp hidden at the bottom of the cup - fresh and crisp. The slightly acidic perfume lemon juice combined with the subtle fragrance of green tea strikes the perfect balance. Mom no longer needs to worry about my "heatiness." Currently, bitter gourd lemon tea has become the signature drink of "Tea Rescue Planet" and one of the most recommended beverages by consumers.

Impressive Growth and Expansion

According to official sources, "Tea Rescue Planet" sold over 1 million cups of tea drinks in just one year, with stores spanning 16 cities nationwide. As of October 29th, the brand has already opened over 180 stores. Narrow Gate data shows that the brand's store distribution is mainly concentrated in Guangdong Province. Although they have expanded to Sichuan, Zhejiang, Hunan, Fujian and other regions, the numbers remain limited.

Strategic Analysis by FrontStreet Coffee

Actually, "Tea Rescue Planet" was conceptualized in November 2019. Later, due to the pandemic and various factors, the brand couldn't maintain consistent momentum. However, since March 2020, Tea Rescue Planet has been developing and expanding rapidly at a "crazy growth" rate. Why did this happen? FrontStreet Coffee believes there are several key reasons:

Emphasizing Local Brand Identity, Enhancing Core Cohesion

Tea Rescue Planet can be described as a homegrown Guangzhou local brand, belonging to Guangzhou 100% Catering Management Co., Ltd. From a product perspective, ingredients like bitter gourd and lemon align with the traditional Guangdong concept of eliminating dampness and reducing "heatiness." The "Made in Guangzhou" logo light in the store design is also filled with local pride. When values are highly aligned, merchants and consumers attract each other, thereby enhancing corporate competitiveness.

Blazing a New Trail, Innovative Development

When the "intense competition" in the beaten lemon tea market became severe, Tea Rescue Planet's lemon tea pursued differentiated development. While maintaining the "beaten" style, they pioneered bitter gourd lemon tea. The innovative ingredient addition brought tremendous popularity to Tea Rescue Planet, with long queues for check-ins and continuous positive reviews. Breaking away from the "lemon tea" product positioning, "Tea Rescue Planet" redefined itself as "fruit and vegetable tea." After the bitter gourd tea became a hit, they successively launched other popular products like "cilantro lemon tea" and "muskmelon lemon tea."

Fashionable Design and Quality Product Taste

Tea Rescue Planet's overall design has high recognition, using fashionable Klein blue combined with the popular industrial style, making it an internet-famous check-in spot. The product flavors are also quite "particular." Many netizens commented that they thought it was some kind of "dark cuisine" before trying it, but were "slapped in the face" and became repeat buyers. However, some netizens said they wouldn't try it. For consumers who don't dare to try vegetables with stimulating flavors like bitter gourd and cilantro, Tea Rescue Planet also offers conventional drinks like peach and milk coffee.

New Concept Store Opening

Just yesterday, at 3 PM on October 29th, the official "Tea Rescue Planet" WeChat account announced the opening time of their brand new Tea Rescue Planet Guangzhou Energy Station concept store: October 31st, 2021. The concept store is located on Beijing Road, with numerous benefits for the new store opening.

From the officially released images, the overall space continues the previous industrial design style, full of futuristic elements. This concept store spans four floors, divided into three areas: the first floor is for ordering and photo check-ins. The second and third floors are tea-drinking zones, of course including check-in spots like flying saucer installations and vegetable fruit baskets. The fourth floor is mainly an entertainment area, with a flying stage and claw machines.

Brand Philosophy and Conclusion

"Bitter gourd lemon tea, I was the first to make it" and "For bitter gourd lemon tea, look for Tea Rescue Planet" - these are the brand's promotional slogans. From these, we can easily see that while aligning with market trends, finding the right positioning and pursuing innovative differentiated development are what the tea beverage industry needs to prioritize today.

Image and video sources: Tea Rescue Planet official website, Tea Rescue Planet WeChat account

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