time is short and peaceful, shanghai aunts are developing steadily
2024-08-31
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in terms of coordinates, it is from the heroic land of qilu to the exquisite petty bourgeois shanghai; in terms of brand, it is from the curly-haired auntie who walked out of the alley to the fashionable 5.0 modern girl; in terms of strategy, it focuses on the sinking market full of business opportunities from the first-tier cities with many strong competitors... the shanghai auntie brand and its founder shan weijun lead the market track of ready-made beverages and stand out in the complex and unpredictable "beverage martial arts world".
for every writer, gourmet and adventurer who appeared, the fate of most people is not to remember and have an impact, but to be a quick glance in the dust of history. after all, there are talented people in every generation. perhaps it was the old dream of youth, or the fireworks of the world, with the pursuit of colorful dreams in childhood, shan weijun moved his family from shandong to shanghai. with his rich experience in the workplace and keen market insight, he seized the business opportunity of the healthy grain milk tea that was well-known and sold on the street.
"blue bottle story: more than just a cup of good coffee" describes three coffee waves in the united states: the first was from the late 19th century to the late 20th century, when people sacrificed the taste and quality of coffee in exchange for the widespread popularity of the product. the second consumer demand became a comprehensive experience that included understanding the coffee story and socializing, and starbucks was the product of this period. in the third coffee wave, people began to pay more attention to the taste of the product itself, and factors such as the origin of coffee became the key. like coffee, the evolution of similar beverages such as new chinese tea drinks in china can also be divided into three stages. but unlike coffee, due to the rapid economic development and the influence of the internet, new chinese tea drinks have completed the journey of coffee for hundreds of years in just over 30 years. in china, where economic development is rapid but uneven, these three waves are surprisingly almost parallel.
"auntie shanghai" has taken advantage of this wave and walked out a path of its own. starting from the first "auntie shanghai" opened in shanghai people's square in 2013, shan weijun applied the management experience accumulated in the fortune 500 companies to the management of new tea brands. under the model of direct sales + franchising, through a differentiated development strategy, it has entered third- and fourth-tier cities, laid out the sinking market, sought new market growth, expanded market share, and entered the blue ocean field of fresh fruit tea drinks first. "auntie shanghai" uses external financing to quickly open stores and seize the market through franchising, occupying the commanding heights of competition. in the process of steady and rapid expansion, "auntie shanghai" has worked hard to establish a benign strategic partnership with franchisees at all levels. at the same time, "auntie shanghai" has never forgotten its original intention: "to bring consumers cost-effective, healthy and delicious fresh fruit tea drinks."
time changes everything. after ten years of hard work, the wine is full. it is difficult to start a business with great ambition. the wheel of time rolls forward. for shan weijun, the deep core of entrepreneurship is not only the pursuit of profit, but also product innovation, business model foresight, and social responsibility. the market, rules, fate, and even life are also like this - the process is more important than the result: isn't the fun of irrigation and cultivation far better than the time when flowers are in full bloom and the moon is full?
