Introduction:Xiang Piao Piao’s first physical bubble tea store globally has recently launched in Hangzhou’s Hubin district, featuring affordable bubble tea priced between 9 and 12 RMB, and quickly drawing crowds with a grand opening buy-one-get-one-free promotion. However, consumers discovered that the so-called “freshly made bubble tea” is actually prepared on-site by steeping pre-packaged instant tea bags along with flavored powder, sparking heated online discussions about this business model that starkly differs from mainstream freshly prepared tea drinks. This article will take you through how this new store actually operates, analyze its market feedback, and explore the positioning and challenges of instant bubble tea in today’s tea beverage market.

Xiang Piao Piao has taken a new step in its global market strategy with the official opening of its first physical bubble tea store in Hangzhou’s Hubin district. The launch not only captured attention with its consumer-friendly pricing of 9 to 12 RMB per cup but also successfully sparked long queues in the cold winter by offering a buy-one-get-one-free deal during the opening period, attracting a large number of customers eager to try it out.

However, what surprised many customers on-site was that the bubble tea here is not prepared by shaking fresh ingredients like at most tea shops. Instead, it involves tearing open pre-packaged instant tea bags, steeping them in hot water for about three minutes, and then mixing them with prepared flavoring powder and toppings. This method, jokingly dubbed “pour over instant bubble tea” by netizens, presents a stark contrast to the standard procedures for making freshly brewed bubble tea.

Some consumers mentioned that they had expected to enjoy freshly brewed tea drinks similar to those offered by brands like Chagee or HEYTEA, only to end up with something akin to homemade instant products, leading them to question the value of queuing for over an hour. One netizen bluntly stated: “I thought I was getting freshly made bubble tea, but this... I could’ve just made it myself at home,” “Might as well buy it and make it myself,” or “Isn’t this just like that auntie selling 10-RMB cups of Nescafé instant coffee?”

In fact, this preparation method is not entirely new. As early as October this year, Xiang Piao Piao launched a pop-up store in Huzhou, Zhejiang, where it used the same method to make bubble tea, attracting many nostalgic customers to experience it. According to on-site feedback, some consumers found this retro-yet-novel approach interesting and considered it a unique consumption experience.

However, when this model entered a first-tier city like Hangzhou, where consumers are already accustomed to freshly made bubble tea, the reactions were mixed. Many customers felt that if they could buy the same ingredients online at more affordable prices and make the drink themselves at home with hot water, there was little reason to travel to the store and wait in long lines.

Industry observers pointed out that Xiang Piao Piao’s attempt to enter the physical market through “emotional value” and price advantages remains to be seen in terms of whether its product model can truly satisfy today’s bubble tea enthusiasts, who are increasingly demanding in terms of quality and freshness.Especially in the consumer market of first-tier cities, people have higher expectations for the sources of bubble tea ingredients, the production process, and even the in-store experience.

Additionally, some believe that Xiang Piao Piao may be aiming to reshape its brand image through physical stores, get closer to younger consumers, and test the market’s acceptance of its product preparation methods. Whether it will adjust the process in the future or introduce more freshly made elements has become a focal point of market attention.

Overall, although the “pour over instant bubble tea” model of Xiang Piao Piao’s first Hangzhou store has stirred considerable controversy, it has also successfully generated a wave of buzz. For consumers, this is not just a matter of choosing a cup of bubble tea, but also involves their overall expectations for tea beverage quality, consumption experience, and brand value. Whether Xiang Piao Piao can solidify its position in the fiercely competitive bubble tea market with this differentiation strategy still remains to be seen over time.

The above content is compiled by CoffeeHunters, a coffee news website.