Brand Marketing
Yi Dian Dian, Why Are You So Popular?
Yi Dian Dian milk tea belongs to the Taiwanese brand 50 Lan, founded in 1994. In 2010, 50 Lan entered mainland China via Shanghai, but due to trademark issues, it was renamed Yi Dian Dian. It expanded rapidly from 2015, opening about 20 new stores per month, using flexible models like single-store franchising and regional licensing. Thus, Yi Dian Dian has only been in the mainland market for six years. At that time, many domestic milk tea brands existed, such as COCO, which entered the mainland in 2007 and became the most recognized brand. Now, Yi Dian Dian has become a beloved brand, with stores often seeing long queues and early sell-outs, seemingly surpassing COCO.
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