Introduction:On the opening day of Shenzhen Wenhew You’s pop-up store for Chinese-style tea brand Chayanyuese, long queues formed, sparking online discussions about queue number 30,000 and high-priced resales. The official statement clarified that the "number 30,000" was actually a table number at Wenhew You, not a queue number for tea orders. This article delves into the full story, explores the reasons behind the brand’s appeal, and offers rational consumption advice to help readers understand the truth behind this tea drink craze.
On April 2, 2024, the Chinese-style tea brand Chayanyuese launched a pop-up store at Shenzhen Wenhew You, attracting large crowds eager to buy its drinks. The scene was bustling with unprecedented foot traffic. Social media quickly circulated claims such as "queue numbers exceeded 30,000" and "a single cup of tea being resold for over 200 yuan," triggering widespread discussion. However, Chayanyuese promptly clarified on Weibo that the so-called "number 30,000" was actually a table number at Shenzhen Wenhew You, not a tea queue number, thereby clearing up the misunderstanding.
For this event, Chayanyuese chose Shenzhen Wenhew You as its location, setting up two stores on the basement level and the third floor, operating as a pop-up for a three-month period. The brand stated that this move was intended to support its Changsha-based partner, "Wenhew You." For many consumers, Chayanyuese is more than just a drink — it’s a cultural phenomenon that has expanded from Changsha across the nation. Its unique traditional Chinese design and product positioning successfully attracted fans from far and wide.
Prior to the opening, third-party platforms already featured queue-for-hire services. On platforms such as Xianyu (Idle Fish), the price for queuing services generally exceeded 200 yuan, with some listings even priced at several hundred yuan. According to media reports, one app offered detailed pricing for such services: starting at 4 AM, queuing cost 31 yuan per hour, with delivery fees ranging from 100 to 200 yuan. For a two-hour wait, total costs could exceed 60 yuan, with a deposit required to confirm the transaction. This market reaction also caught the attention of the Shenzhen Traffic Police, who reminded the public to be mindful of nearby traffic and parking issues, advising the use of green transportation methods.
In response to the queueing craze and market speculation, Chayanyuese quickly clarified that the "number 30,000" referred to a Wenhew You table number, not a tea queue number, adding that Wenhew You table numbers had already reached over 60,000. The brand also urged the public to follow proper epidemic prevention measures and to visit during off-peak hours, demonstrating its concern for customer health and experience.
Since its establishment in 2013, Chayanyuese has adhered to a strategy of operating only directly managed stores in Changsha and not franchising. This unique business approach has successfully built its image as a “regionally exclusive” brand, attracting consumers from across the country to make special trips to try its drinks. Starting in 2020, the brand began expanding beyond Changsha, choosing Wuhan as its first city outside its hometown, followed by Shenzhen. Each new location has sparked queues and market buzz. With its predominantly Chinese-style product design, packaging, and brand tone, it has successfully established a distinctive brand identity. Coupled with approachable and fun community interactions, it has further strengthened customer loyalty.
Overall, the Chayanyuese Shenzhen pop-up store incident is not only a successful case of brand marketing but also reflects consumers’ strong enthusiasm for “internet-famous” tea drinks. However, in the face of high-cost queue-for-hire services and market speculation, consumers should remain rational, assess the cost of queuing against their actual needs, and avoid unnecessary consumption decisions driven by herd mentality. A cup of tea can certainly be part of urban exploration, but its true value lies in the balance between the beverage itself and the overall consumption experience.
The above content is compiled by CoffeeHunters, a coffee news website.
