In the heart of Chengdu’s vibrant Chunxi Road, a new tea sensation is brewing. Li Shanshan Tea, a brand that champions tradition and quality, has quietly made its mark on the bustling district. During its trial phase, Li Shanshan Tea chose to focus on the in-store experience rather than discounts or delivery services, offering a modest 20% discount to entice foot traffic. The brand’s commitment to excellence was evident in its decision to delay full pricing until the store’s ambiance, team coordination, and product consistency met its high standards.
What truly sets Li Shanshan Tea apart is its no-takeout policy, encouraging customers to enjoy their tea on-site to savor the flavors at their peak. The brand’s philosophy is simple: freshness is key. Over the past six months, Li Shanshan Tea has become a notable presence on Chunxi Road, earning a spot on Meituan’s list of top-rated beverage shops. With six stores already open in the area and a seventh on the horizon, the brand’s growth is undeniable.
The milk tea market, traditionally saturated, has seen a wave of new players like Li Shanshan Tea rise to prominence. 36Kr spoke with Li Shen, the brand’s founder, about its unique approach to fresh milk tea and its vision for a modern Chinese teahouse chain.
Li Shanshan Tea’s store design is a blend of traditional Chinese elements and modern aesthetics. The interior, featuring bamboo curtains, claypots, white walls, and wooden furnishings, evokes a sense of timeless charm. The brand’s founder, Li, explained that the look was inspired by classic Chinese teahouses, a nod to tradition.
The menu is intentionally simple, offering two main categories: pure tea and fresh milk tea, each centered around a brewed tea base. The claypot milk tea, a standout, is brewed using traditional claypots, a method that has stood the test of time. Li Shanshan Tea uses Sichuan’s Yixing ceramics, a traditional craft with over two millennia of history, to brew its tea.
Li Shanshan Tea’s expansion beyond Chengdu is a testament to its dedication to preserving traditional techniques. Since the second quarter, the brand has opened stores in Guiyang, Xi’an, Nanjing, Chongqing, and other cities, with a focus on western and central China. Each new city gets a local office to ensure smooth operations.
The brand’s success is not just about the product; it’s also about the experience. Li Shanshan Tea’s goal is to create a unique atmosphere where customers can appreciate the art of tea brewing and enjoy the rich flavors of traditional Chinese tea culture.
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