Background and status quo: Xicha, as a medium and high-end brand of China's fast drinking category, ranks first in China's current tea market, accounting for 27.7% of China's market share, according to the zero consumption statistics in 2021. Most of them are young users, and they like tea as a medium and high-end positioning. Their users also value services and experience beyond the product itself. The data shows that the audience users who like tea are mainly young women.
Existing problems: Many users can't go to the store to quote, but take out, and sometimes they will encounter temperature problems, traffic problems, regional problems, distribution time, personal factors of riders, etc., which will seriously affect the taste of the product. It will also have a negative impact on the sales of Xicha.