Introduction:While Mixue (or "Proud King Tea" as translated here for context; note: actual brand is 霸王茶姬, literally "Overlord Tea Princess") has been expanding in regions such as Hainan, Fujian, and Guangdong with 9.9 RMB promotional offers to attract a large number of customers, the chaotic drink pickup process has sparked widespread discussion. Many customers reported that even though they had reserved their orders via the mini-program and received pickup codes, they still had to wait in long queues upon arrival, and some staff did not check the pickup codes, resulting in an experience that did not match the official claims. This article analyzes the issues with the pickup mechanism under the new store promotions, as well as the practical challenges faced by store management, to help consumers develop smoother purchasing strategies.
Recently, Proud King Tea has opened new outlets in Hainan, Fujian, and Guangdong. To draw crowds, many of these stores launched promotional tea drinks priced at just 9.9 RMB, successfully drawing long lines. However, many customers found that even after reserving and obtaining a pickup code through the official mini-program in advance, they still had to queue again upon arrival, and some staff did not verify the pickup code or identity, instead adopting a first-come, first-served distribution method, leading to on-site disorder.
Many customers originally expected to save time through reservations, but ended up waiting over half an hour at the pickup stage, which clashed with the brand's promise of "no queue when picking up in-store." Frequent customers pointed out that such low-priced promotional items are usually fixed menu offerings at the stores, and the large volume of similar orders led some employees, in pursuit of efficiency, to overlook checking pickup codes and individual flavor preferences, simply distributing drinks based on completion order.
This situation left many customers disappointed, feeling that the actual experience was far from the convenience touted by the brand. Some even worried that this could harm the brand’s image in the market, with some questioning whether the stores were deliberately creating the illusion of bustling queues.
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On social platforms, many users shared their experiences, noting that even with pre-orders, they still had to face long pickup lines. Some customers complained that if people cut in line, the overall waiting time would be significantly extended. In addition, some consumers found that even after making a reservation, they still had to wait at the pickup counter while the staff prepared their drinks on-site. Although they could watch the drink being made, it also reminded them of the crowded queuing scenes at other well-known bubble tea brands.
Industry observers noted that during the opening period of new stores, brands often use low-price promotions to attract local foot traffic and quickly build popularity. However, because these promotional drinks are mostly fixed menu items, staff, when facing a large number of similar orders, may develop an attitude of "same content, anyone can take it," thereby simplifying the pickup process and neglecting individual customers’ pickup codes and special requests. While this increases service speed, it sacrifices service accuracy.
Many netizens believe that such operational methods not only affect customer experience but may also have long-term negative effects on brand image. Some customers further questioned whether the stores were intentionally creating the appearance of popular queues through artificial means to reinforce the market impression of a new store opening.
For customers who just want to enjoy an affordable bubble tea, theoretically, making a reservation in advance via the mini-program and picking up the drink promptly after notification should be a more efficient approach. However, in reality, some stores have not properly implemented the pickup code verification mechanism, causing the reservation system to fail to deliver its intended benefits, leaving customers stuck in another round of waiting.
Overall, although Proud King Tea’s new store promotions have successfully captured market attention, there is still considerable room for improvement in the pickup process and on-site management. While enjoying the discounts, it is also recommended that consumers familiarize themselves with the actual operating models of each store in advance and allow sufficient time to accommodate potential queuing situations, in order to achieve a smoother shopping experience.
The above content is compiled by CoffeeHunters, a coffee news website.
