Baiwei Milk Tea Headquarters.
General Office.
All the senior executives gathered together with gloomy faces, and the person sitting at the top was replaced by Li Cheng.
Founder Yang Huiyue had taken sick leave at home earlier in the month, leaving Li Cheng to take full charge of all matters.
now.
Li Cheng's expression was also very ugly.
"Tell me about the situation?"
A senior executive said, "According to preliminary statistics, Xue Ye Bing Cheng has opened at least 2,000 new franchise stores in the past two weeks, and the number is still expanding at a rate of dozens per day..."
After these words were spoken, even though many executives had probably known about the matter for a long time, they still couldn't help but be secretly shocked.
Two thousand new stores opened!
What concept?
Baiwei Milk Tea has been expanding rapidly for a long time, but currently has less than 2,000 stores.
But how long had Snowy Ice City been around? A month? And over two thousand new stores had already opened in less than a month.
Together with the hundreds of stores previously opened and the existing stores in the three northern provinces, the number of stores has exceeded 4,000.
This number of stores is also among the best in the national milk tea industry, but Xue Ye Bing Cheng achieved it in just a few months.
Even if there are reasons to join cheap.
Even if there is publicity for the reason of the explosion of popularity.
But it's still hard to believe.
One executive cursed, "Damn it! Is online advertising really that effective? A few million dollars is more effective than our tens of millions of dollars in advertising... These students are really just trying to get involved... There are only 100 winners, what does it have to do with them?"
Although he said so, he had to admit that this was the most awesome promotional method he had ever seen. The phrase "Ice City on Snowy Night is a Bit Sweet" had been promoted everywhere under the endorsement of celebrity Su Yuning. Even his children often said this sentence when they came home and asked to drink the milk tea.
this....
It's outrageous!
A senior executive said: "There's also a master-apprentice franchise system. The master can get commissions from the apprentice's store, and he can also get commissions from the apprentice's apprentice's store. What's wrong? It's a pyramid scheme..."
One executive reminded: "Under Chinese law, systems within the third level are not considered pyramid schemes but direct selling. Only those above the third level are considered pyramid schemes. Besides, they have physical stores and are very strict."
Other executives: ....
Li Cheng asked, "What's the current situation at stores across the country?"
The executive's face looked a little grim. "It's not good. People are uneasy. In the recent period alone, forty or fifty store managers have been gone, and many of them have simply left their stores. Some stores have been forced to close due to lack of staff."
"I can't keep going like this. I'm afraid more store managers will leave with their employees. Do you think you should give us a raise..."
Li Cheng's expression was also grim:
Increase salary!
It's not easy to open this end, and once it starts, it's not easy to lower it later.
But the current situation of Baiwei Milk Tea is very bad. The expansion of Xue Ye Bing Cheng is not only stealing the milk tea business but also stealing people. Many store managers of Baiwei Milk Tea have done the same thing as Yuan Dong after seeing how much money they can make by joining Xue Ye Bing Cheng.
Resign!
Join us!
They have a deep understanding of the industry and have ready-made employees so they can open a store directly.
This also caused great losses to Baiwei Milk Tea stores, but there was nothing they could do about it.
In this era, no one signs labor contracts, so resigning is the most normal thing.
a long time.
Li Cheng said with a firm expression, "I'll pass on the order today: Baiwei Milk Tea will soon implement a store manager commission system, and we're currently formulating the rules."
This move is to stabilize the morale of the store manager. He knows that if he does not give them benefits, more and more people will run away. As for the employees below, he does not care because the employees cannot cause any big waves.
"good!"
The executive nodded immediately.
Li Cheng continued, "We can't stop promoting. If Heilong can create an online promotion, we can do the same. His prize is one million, and our first prize is two million. Go get it for me right now. Even if we can't become as famous as him, we can still get a piece of the pie..."
Although this behavior may seem a bit cheap and trendy, we have to admit that it is definitely effective. Since it is effective, Li Cheng will not care about his face. This is his ethics as a professional manager.
Executive: "I understand!"
Li Cheng: "Continue to apply for advertising on the Spring Festival Gala."
Executive: ...
"If we take on all of these, the costs will be too high. Should we be more cautious? Although Xue Ye Bing Cheng has captured a certain market share in the milk tea industry, it's not theoretically in the same market as us. There's a price difference. Our milk tea target audience is elite white-collar workers, so the decline in store sales isn't particularly significant..."
This has to be said:
Xue Ye Bing Cheng is a milk tea miracle. Although it has turned the entire milk tea industry upside down and attracted many people from milk tea shops to join, causing considerable impact on major milk tea brands, it has not caused any serious damage.
after all:
The major milk tea brands have different target audiences!
Currently, the mainstream target groups of major milk tea brands on the market are office workers and girls.
The majority of customers at Xue Ye Bing Cheng are students. It is more about converting people who did not drink milk tea before to drink milk tea. The price is not much different from that of soft drinks. However, there are still many college students who only drink high-end milk tea, especially those exquisite pig girls.
Cheap milk tea!
It would be a bit embarrassing for them to hold it!
Not to mention office workers: it is understandable to switch from Starbucks to high-end milk tea, but switching to Xue Ye Bing Cheng is shameful. Therefore, although the impact on other brands of milk tea is not small, it is not really a serious blow. It is just a bit of a talent grabbing that makes more milk tea brands busy.
certainly...
Everything is based on the current good economic situation....
Li Cheng: "Don't worry about money..."
One executive suggested: "Why don't we open a franchise? This mentor-apprentice system is really good."
"no!"
Li Cheng rejected the idea. "Not everyone is suitable for joining. Unlike Xue Ye Bing Cheng, which only requires 70,000 or 80,000 yuan to join, Bai Wei Milk Tea requires a minimum of 200,000 yuan to join. Currently, Bai Wei Milk Tea hasn't been well promoted, so even if we open the franchise, few people will join. It will only give people a weird feeling."
"Milk tea is a burgeoning industry, and Xue Ye Bing Cheng is already well-known. Whenever people mention cheap tea, they think of it. But what about high-end milk tea? There are so many varieties. So what we need to do now isn't to treat Xue Ye Bing Cheng as our enemy, but rather those high-end milk tea chains, even Starbucks... It won't be too late to consider joining once we've become well-known..."
"Remember what time I said..."
Below.
Executives took notes with pen and paper.
Li Cheng: "First: Slow down the pace of store openings, but choose each store location more carefully. Ideally, open next to a Starbucks store. The store should be decorated more upscale, and the staff should be good-looking, beautiful... with long legs..."
"Second: Build momentum. If you drink the 100th or 200th cup every day, you'll win a prize and get free milk tea..."
"third...."
He kept thinking of various coping strategies...