20 10, Nie Yunchen, who just graduated from junior college, was influenced by Jobs and decided to open a mobile phone shop to sell mobile phones. But it didn't last long. 20 1 1, the rise of e-commerce, the emergence of cottage machines, offline mobile phone stores are facing unprecedented impact. Nie Yunchen had to start looking for a new entrepreneurial direction.
In 20 16, "Huangcha" was officially renamed as "Xicha", with more than 50 stores in China. In August of the same year, IDG Capital and Robust founder He Boquan jointly provided a series of financing of RMB 6,543.8 billion.
2065438+April 2008, Xicha obtained another round of financing of 400 million yuan, and the investors were Black Ant Capital and Dragon Ball Capital. In June165438+1October of the same year, the first store of Xicha Singapore officially opened. In just one week, Xicha set off a new round of crazy queuing tide in Lion City.
In 20 19, Xicha obtained the third round of financing led by Tencent and Sequoia Capital, with a post-investment valuation of 9 billion yuan.
In March 2020, Xicha completed the fourth round of financing, which was jointly led by Gaochun Capital and Coatue. After the investment, the valuation jumped to 654.38+06 billion yuan, up nearly 80%.
Up to now, Xicha has more than 500 stores in 49 cities around the world and more than 26 million online users. Since Xicha was established eight years ago, Nie Yunchen has been focusing on product research and development and brand building, and established the brand mission of "HEYTEA loves tea".
Create "young, scientific and international" China new tea, innovate China tea culture with the brand symbol of "Made in China, Tea of Inspiration" and introduce it to the world, giving new tea the social attribute of the city.
It didn't become famous overnight, but it was tempered into steel.
In 20 18, Xicha sold 5000 cups of Xicha in a store in Guangzhou. This figure is definitely the first in the industry, no one can do it, and Starbucks can't do it. You know, in the early days of his business, Nie Yunchen spent half a year alone immersed in the world of tea and carefully studied milk tea. At the same time, I carefully studied everything related to opening a shop, and everything started from scratch.
He insisted on participating in the final review of all the copywriting and design drawings of Xicha Store. Not one store, but all. "I only care about the biggest thing and the smallest thing. The biggest is the brand strategy, and the smallest is the details, as small as some banners, decoration and text details. " Nie Yunchen once said, "For us, the pursuit is always better, not different."
You know, a person who is consistent with his words and deeds is bound to do the details of things to the extreme with practical actions, and God will naturally give back the results he deserves. It's like the 10,000-hour law. You had no direction at first, an amateur. I decided to make this tea before I went to study it.
Anything that takes time and energy to study will always have a direction. It took only four years to taste tea, from the small shops on the riverside that nobody cares about to the capital competition all over the country.
This reminds Dachao of a mathematical term-exponential growth. It means that when you start doing something, the effect may not be obvious, but over time, after breaking through the critical point, you can grow rapidly. Any industry, if it wants to become a master, has to go through a period of accumulation of power.
Only by continuing to dig deep in one field, continue to exert strength, and die hard, can we build our own moat and fight our way out in a market with strong enemies. All the sudden cow force is behind the death of life; Nothing becomes famous overnight, but everything is made of steel.
Innovation creates the engine power of loving tea.
The earliest tea shop often opened at the school gate, only a few dollars a cup. The boss scooped out several spoonfuls of tea powder and creamer from each bucket containing different powders, then poured in mineral water and stirred, and a cup of milk tea was finished. This way of blending with cheap raw materials is called the "powder age" of milk tea.
However, when everyone uses powder to make milk tea, hi tea has already used new tea and fresh milk. No powder, this is the initial intention of Xicha.
We don't completely rely on suppliers in research and development, and have done a lot of "independent experiments". For example, in Guizhou, Xicha has its own tea garden. It has spent more than five years improving the soil where tea is planted and cooperating with universities and scientific research institutions to cultivate new varieties of tea. This is why tea is expensive. Because what you drink is always the latest and strange taste! In order to let customers drink "the feeling of love", its founder also racked his brains for this, and finally developed a "rich taste, distinct layers and deep memory" hi tea.
Just one cup of "Zhi Zhi Tao Tao" uses three different peaches: one for squeezing juice, one for making pulp and one for modulating color. Finally, with the mellow and slightly salty milk cover, it becomes a cup of tea with the feeling of love. This is the "unique secret recipe" that cannot be copied!
The Economist magazine compared tea lovers to "Starbucks in China". In this regard, Nie Yunchen asked: "Why do you have to be a Starbucks? Maybe it can be better than Starbucks! " There is modesty and arrogance here.
People don't have me, people have me new, people are new and special, and hi tea leads the milk tea session again and again!
Expect success, or allow yourself to accept the ordinary.
When most of the post-90s generation are still paying rent and spending money, hiding in the village to eat pig's feet, and struggling for work and livelihood, some of their peers have earned money that they can't spend all their lives; It is also 8 years of deep drift, some people still rent a dilapidated one-bedroom and one-bedroom apartment, and some people have already saved enough down payment for new houses; Similarly, students start businesses, and some people lose their money. Nie Yunchen established a tea kingdom worth tens of billions. ......
The oldest has just turned 30 after 90. Most people think it is harsh to ask young people of this age to make achievements, yes, but Nie Yunchen, as a special case of the post-90 s generation, is really successful!
Han Han once said: "People in different times have different division of labor and different fates, and each has its own happiness. Being content with the status quo or unwilling is everyone's own inner will, and others cannot impose it.
Yes, life is not a marathon. How can I lose at the starting line and be abandoned by my peers? There is more than one road and more than one destination. Everyone has their own runway and time zone. Whether it is a business elite in the workplace or a takeaway brother who has experienced the storm, every ordinary person who lives seriously deserves to be taken seriously.
There is a poem that says, "new york time is three hours earlier than California, but the time in California has not slowed down ... Everyone in the world has his own development time zone." Life can't be compared, everything has its time and space coordinates, and talking about problems without time and space coordinates is just carving a boat and seeking a sword. There is no need to envy others' juvenile success, and there is no need to envy others' great achievements.
Don't have to compare, don't have to worry, advance at your own pace, and never be disappointed by life.
Choosing the life you want is the most important thing. Instead of being impetuous because of the so-called "people are more anxious than others", it is better to be down-to-earth and do what you want. The story of peers getting rich is enough to inspire ourselves.
Conclusion: When I was young, I always looked down on blandness and thought it failed my life. Life should be free to fly and always have the spirit of struggle like a teenager. However, most people's lives will eventually return to daily necessities and thousands of lights.
The truth of life is always cruel. Nie Yunchen is just an example, and most people will eventually be ordinary. But there is one kind of person that should be respected. This kind of person is someone who knows the cruelty of life and is still trying to live seriously.
Rather than go to the forest, it is better to retreat and build a net; Down-to-earth is better than fidgeting.