Heytea today launched a limited-time buy-one-get-one-free promotion for its Golden Phoenix Tea Pastry, but as soon as the promotion began, a large number of consumers found that the promotion link showed it was sold out, while the non-promotion link for the same product could still be ordered normally, sparking confusion and dissatisfaction. This is not the first time Heytea has run into controversy over a buy-one-get-one-free promotion. Last week's matcha buy-one-get-one-free offer also led to multiple stores removing the item due to insufficient materials. Is it insufficient inventory preparation, or differences in store operating strategies? This article sorts through the course of events and the accounts from all sides to get to the bottom of it. [more…]

Amid the wave of price cuts in new-style tea drinks, a cup of milk tea priced at 50 yuan is no longer common. However, on the opening day of Chayan Yuese's first store in Nanjing, scalpers were reselling cups for as much as 200 yuan, with people lining up as early as 4:30 a.m., and related topics quickly trended on Weibo. Due to excessive crowds and chaotic order, the Xinjiekou store posted a sold-out notice and closed its entrance just five minutes before its official opening, while the Jiangning Jingfeng store continued operating. Police dispatched officers to maintain order and persuade citizens to leave. On some trading platforms, proxy purchasing and queuing services appeared, priced between 10 and 200 yuan. The Nanjing Market Supervision Bureau made it clear that scalping is illegal. People's Daily Online called on consumers to treat internet-famous brands rationally and not be led by merchants and scalpers. [more…]

Tea Yan Yue Se recently opened a pop-up stall at Wulin Square in Hangzhou, marking the brand's first appearance in the city. However, milk tea enthusiasts who rushed to the scene full of anticipation discovered that the stall only sold snacks, tea bags, and other merchandise, with no freshly made drinks whatsoever. What further dissatisfied fans was that the stall did not accept membership balance payments, requiring on-site payment only. On the first day of opening, some snacks had already sold out and would not be restocked. Many netizens expressed their disappointment outright, believing that a pop-up stall without milk tea had lost the brand's distinctive character, and that the promotional effect had backfired. [more…]

The opening of two Tea Yanyuese stores in Nanjing triggered a queueing frenzy, forcing the closure of subway entrances and exits, drinks sold out in five minutes, scalpers reselling at high prices, and even riot police being called in to maintain order. Faced with questions over hiring people to queue and reselling hype, Tea Yanyuese issued an apology and promised purchase limits; however, two hours later Sina Finance published an investigative article pointing directly at the agency-buying queues as a premeditated false prosperity. Is this uproar down to brand appeal or marketing tricks? With the pandemic not yet subsided, what hidden dangers does gathering in queues bring? This article sorts through the whole incident and explores the queue economy and public order issues behind internet-famous tea brands. [more…]

The collaboration between Goodme and Honkai: Star Rail was supposed to be a fan frenzy, but it turned into a reputational crisis due to severe merchandise shortages. On the first day of the event, the official mini-program queue exceeded 1.2 million people, stores in many locations sold out within 3 hours, and high-priced complete merchandise sets appeared on second-hand platforms. Although the brand claimed to have prepared "the largest inventory in history," compared with the previous Love and Deepspace collaboration, whose stock was only one-third of this amount, it clearly underestimated players' purchasing power. What dissatisfied fans even more was that many stores explicitly stated they would not restock, causing the collaboration to end early. This imbalance between traffic and reputation sounded a warning for co-branded marketing in the coffee and tea beverage industry. [more…]

On the day its first Nanjing store opened, Cha Yan Yue Se shot to the top of trending searches because of the sheer number of people queuing and scalpers driving the price up to 200 yuan a cup. The Xinjiekou store was forced to close, while the Jiangning Jingfeng store remained open. The brand revealed that it plans to open five stores in Nanjing in the future, while market regulators made clear that scalping on behalf of buyers is illegal. This article reviews Cha Yan Yue Se's expansion trajectory in cities such as Changsha and Shenzhen, compares it with the development paths of similar brands such as Nayuki, and explores the balancing challenge facing internet-famous tea drinks among quality control, supply chains, and consumer rationality. [more…]

The well-known tea beverage brand Yihotang has been exposed by media undercover investigations at multiple stores in Zhengzhou for serious food safety issues: ingredients that should have been discarded after closing were used again the next day, expired materials had their labels swapped to extend their shelf life, moldy strawberries were washed and used as usual, flying insects that fell into toppings were fished out and still used in products, and even prepared drinks in which bugs were found were resealed and continued to be sold. Even more shockingly, the staff were indifferent to this, claiming that "as long as it doesn't kill people, it's fine." After the incident was exposed, Yihotang issued an apology statement, and the stores involved were closed for rectification. Lawyers pointed out that the relevant actions have violated multiple provisions of the Food Safety Law. Netizens reacted differently, with some saying that chaos in franchise stores is common, while others called on the brand to effectively fulfill its regulatory responsibilities. [more…]

The Jellycat-style milk tea cup plush blind boxes launched by Chagee have seen a surge in popularity recently, with limited-edition sets selling out in many places shortly after going on sale. However, some consumers discovered upon picking up their orders in-store that the blind boxes they received had already been opened by staff in advance, turning them into "open boxes" with the contents fully visible. Some stores explained that this was done out of a need for quality inspection, but many users were not convinced, suspecting that someone had deliberately opened the boxes to screen for popular styles. Once a blind box loses the surprise of the unknown, the fairness of the campaign and the consumer experience are called into question. Amid this box-opening controversy, brand employees have also offered their own accounts, with both sides sticking to their stories, keeping the incident simmering. [more…]

On May 20, Luckin opened 15 directly operated stores simultaneously in Urumqi and Lhasa, announcing that the brand now covers all provinces nationwide. On opening day, 11 Urumqi stores and 4 Lhasa stores saw huge crowds, with some stores having wait times of over three hours for order pickup, and limited-edition cup sleeves and paper bags quickly sold out. However, alongside the high popularity came a string of complaints: severe delivery delays, inconsistent prices between third-party platforms and the mini-program, orders that could not be refunded, and even customers being removed from corporate group chats and blocked for speaking in group chats. The brand underestimated local consumer enthusiasm and lacked sufficient response measures, putting service and quality control under pressure. Based on the experience of brands like Front Street entering Xinjiang, a booming opening in a new market is not surprising, but how to balance traffic and experience remains an issue Luckin needs to address. [more…]

The livestream e-commerce wave has swept across every industry, and coffee giant Starbucks has not been able to stay on the sidelines. Its first foray into Taobao livestreaming set an impressive record: over 160,000 cups of coffee sold and more than 3,000 merchandise items snapped up in seconds within 5 hours. This not only astonishes people with its top-tier traffic but also brings new ideas to the traditional marketing model of the beverage industry. This article will take you through the data and strategies behind Starbucks' livestream, and explore how new brands can leverage new channels to break through. At the same time, the performance of brands like Front Street Coffee is also worth noting. [more…]

This Monday, Luckin Coffee's collaboration event with the domestic AAA game Black Myth: Wukong officially launched. However, on the first day, issues such as ordering system failures, merchandise selling out instantly, and redemption anomalies pushed it onto Weibo's trending topics. Players stayed up late to wait and got up early to snap up items, only to encounter situations like "sold out," "unable to redeem," and "stores not receiving stock," with complaints flooding social media. Meanwhile, collaboration posters were being resold at high prices on second-hand platforms. Luckin officially responded later that the system had been repaired and issued a restocking notice, with an estimated production cycle of about 15 days. This article reviews the complete process of this collaboration event and consumer feedback. [more…]

Recently, 1 Dian Dian partnered with Italian mineral water brand San Pellegrino to launch two limited-edition new products, "Grape Sparkling Tea" and "Double Yuzu Sparkling Tea," sold as combo sets. Consumers could receive a store-made sparkling tea, a bottle of San Pellegrino sparkling water, and limited-edition packaging all at once. However, after the new products launched, many consumers discovered that the complimentary San Pellegrino sparkling water included with their order had already been opened, with only a small amount of liquid remaining in the bottle, sparking concerns about beverage hygiene and delivery safety. Some delivery users also reported not receiving the sparkling water or the limited-edition packaging, which did not match the official promotion. In response, some netizens explained that the complimentary sparkling water was actually leftover material from making the sparkling tea, a routine practice in tea shops. But some consumers still believed that after opening, the carbon dioxide in the sparkling water easily escapes during delivery, greatly diminishing the taste, and suggested that the brand directly provide unopened products so customers can mix it themselves. This article will delve into the ins and outs of this incident and the various viewpoints of all parties. [more…]

Japan has achieved a historic breakthrough by successfully cultivating and harvesting coffee beans on its own soil for the first time. Because Japan's winters are cold, coffee trees struggle to survive in the open air, so this entire batch of coffee cherries was grown in greenhouses at extremely high cost. The person in charge of Yamako Farm had previously gained experience growing tropical crops such as pineapples and mangoes in Okayama City, and this time introduced coffee trees into the same production area. At present, the farm's official website has officially begun preselling this batch of green beans, with a tax-included price of 2,750 yen per 100 grams, equivalent to about 1,500 yuan per kilogram in RMB. Although the price is lower than what some people expected—"sold by the bean"—the yield is extremely small, and the presale sold out instantly, so domestic consumers will likely find it difficult to get their hands on it in the short term. [more…]

On the first day of the May Day holiday, a rare queue of people appeared at Exit B of Liede Station in Guangzhou, and the reason was precisely the official opening of Lin Junjie's Miracle Coffee at IGC Mall in Guangzhou. The space was formerly occupied by the Guangdong chain brand store by.jpg, and after it closed in March this year, Miracle took over, with fans' anticipation far outweighing any regret. The official confirmation is that the Guangzhou store is a long-term operating location rather than a pop-up, and on opening day people arrived to check in before eight o'clock, with the line once extending into the subway station. The drink selection at the store is richer than that of the Shenzhen pop-up coffee truck, including the return of limited-edition specials as well as desserts, merchandise, coffee beans, and more, but no stamp service is offered. Due to astonishing purchasing power, ingredients ran out early, and a sold-out notice was posted just after six in the evening. There is still no definite news on whether Lin Junjie will personally visit the store, and considering that the shop is small and right next to the subway entrance, the station appearance segment fans are hoping for is highly unlikely to happen. [more…]

In an era of information overload, quality alone is no longer enough for a coffee shop to stand out—mastering the traffic code is the key to survival. From the earliest Instagram-style décor, to the contrasting scenes of coffee being sold in temples and breakfast shops, to novelty drinks like chili Americano and soy sauce latte, the coffee industry's traffic tactics keep escalating. Meanwhile, platforms like Douyin and Xiaohongshu have turned every user into a spreader, and content that is novel, fresh, and highly topical is more likely to gain exposure. This article sorts out several typical paths for coffee shops to gain traffic, analyzes the logic behind spontaneous user sharing, and recommends related products from Front Street Coffee, offering coffee lovers a new perspective on the industry. [more…]

A small shop in Nanjing called "Aunt Han's Sugarcane Juice" quickly became famous online for its 10-yuan pour-over coffee. The owner, Aunt Han, brews it on the spot using three sticks of Nescafe instant coffee, attracting a large number of young people to line up and check in. Less than 48 hours after it went viral, Nescafe instant coffee sold out, and there was even a shortage of boiling water. Aunt Han said that although the coffee business is low-profit but high-volume, she has always done business honestly. As traffic poured in, the phenomenon of insincere customers skipping out on payment also drew attention. Nescafe officially responded quickly, not only changing the product promotion cover to "the same coffee as Nanjing's 10-yuan granny," but also arranging free offline supply and inviting Aunt Han to participate in a livestream. Front Street Coffee continues to follow this incident and bring readers the latest report. [more…]

During the May Day holiday, Mixue Bingcheng's headquarters in Zhengzhou, Henan unexpectedly became a popular check-in spot for tourists, with long queues forming outside the flagship store for three consecutive days, and visitors heading straight there with their suitcases. The limited-edition drinks and ice cream sold at the headquarters were affordably priced, attracting a large number of fans eager to experience the atmosphere of the "Snow King's" hometown. However, foot traffic far exceeded expectations, and some customers who had queued for hours found products sold out, while picking up orders and paying also required long waits. This sudden check-in frenzy showcased Mixue Bingcheng's immense popularity nationwide, but also exposed the brand's shortcomings in holiday inventory reserves and staffing arrangements. [more…]

Naobaijin has once again made its presence felt in the coffee world. This time, it's not just a simple co-branded paper cup—they've actually added Naobaijin oral liquid to the coffee. On November 10, Naobaijin officially announced on Xiaohongshu the launch of a special coffee containing Naobaijin ingredients, which would be sold in limited quantities at a pop-up store on Double Eleven. As soon as the news broke, netizens were both curious and confused: Naobaijin is known for aiding sleep, while coffee is for waking up—what kind of combination is that? The official response stated that what was added was Naobaijin oral liquid, which has a bowel-lubricating and laxative function, not the sleep-aid capsules, and that the amount used per cup had been scientifically calibrated to avoid any functional conflict. So, how does this coffee taste? And what has Naobaijin's journey in the coffee arena been like? Let's take a look. [more…]

Shanghai Mental Health Center has once again drawn attention by using coffee as a medium. This time, its co-branded coffee "Music + Spirit," launched in collaboration with the Shanghai Symphony Orchestra, quickly sold out after release. Not only did long lines form at the offline store, but online channels also announced they were out of stock, leaving consumers waiting for pre-sales. This special coffee blend incorporates chocolate powder and American cayenne pepper powder and is available only at the COFFEE CUBE coffee shop inside the symphony orchestra. The simultaneously launched archive-file handbag contains ten drip coffee bags from different regions, each with a QR code that allows listeners to hear ten symphonic works and audio interpretations by mental health experts on urban emotional issues such as workplace PUA and insomnia. This is another successful creative attempt by the center to break out of its niche after "No. 600 Mooncakes," reflecting the market trend in which coffee has become a daily necessity for urban young people. [more…]

During the May Day holiday, the former site of Harbin Pharmaceutical Group's No. 6 Factory, known as Harbin's "Northeast Louvre," became a popular photo spot. A coffee shop opened in its first-floor lobby launched two distinctive drinks — pairing Harbin Pharmaceutical Group's iconic small blue-bottle oral liquid with coffee to create a Blue Bottle Latte containing calcium gluconate and a Zinc Wish Latte containing zinc gluconate. However, this creative idea sparked consumer concerns about medication safety: the oral liquid's instructions explicitly warn against taking it with milk or caffeine, and both products are Class A over-the-counter drugs, not substances that can be used as both food and medicine. Under China's Food Safety Law, drugs may not be added to food, and the coffee shop's preparation method may violate regulations. Currently, the blue-bottle coffee has been taken off the menu, though it remains unclear whether this is a temporary sellout or a permanent discontinuation. [more…]