Tianlala Surpasses ¥20 Million in Single-Day Delivery GMV, Setting New Company Record

Tianlala Shatters Records with ¥20 Million Sales Day, Capitalizing on Viral “First Tea of Autumn” Trend

A deep dive into the strategy behind a record-breaking performance on August 7th.

The “first milk tea of autumn” is a viral social media phenomenon in China, where consumers celebrate the new season by buying tea for themselves and loved ones. This year, Tianlala turned this cultural moment into a monumental business success.

The Results: A Snapshot

On August 7th, Tianlala’s performance set a new company benchmark:

• Single-Day Delivery GMV: Over ¥20 million (A new historical record)
• Daily Sales Growth: Over 500% increase
• City-Level Growth: Over 40% of cities with Tianlala stores saw sales jump by more than 300%
• Top Performers:
• Jasmine White Milk Tea: 500,000+ sold
• Fruit Tea Bucket Series: Over 1 million units sold

An Operation Built for Peak Demand: The Timeline

• 06:00 AM: Thousands of stores nationwide open early, ready for the morning rush.
• 08:00 AM: The volume of delivery riders arriving at stores triples.
• 09:02 PM: Gross Merchandise Volume (GMV) a new company record of ¥20 million, with the system handling the immense traffic without a glitch.
• Late Night: Many locations extend their hours to fulfill the continuous stream of orders.

National Hotspots

While sales boomed everywhere, key regions showed exceptional performance:

• Sustained Peak Orders: Anhui, Hebei, and the Northeast provinces.
• Over 100% Growth: Tianjin, Chongqing, Guizhou, Sichuan, Shandong, and Shanxi also doubled their typical sales figures.

The Three Pillars of Success

This wasn't just luck; it was a well-executed strategy built on three core pillars:

1. High Value, Fair Price: By offering premium-quality drinks at an accessible price point, Tianlala provides a compelling alternative to overpriced competitors. This focus on an excellent quality-to-price ratio resonates strongly with consumers.
2. Data-Driven Logistics: The company used big data to predict demand, ensuring stores were stocked with inventory in advance. Delivery app menus were optimized for discoverability, and a 24-hour emergency support channel was created to solve any operational issues instantly.
3. Business for Good: Tianlala partnered with Meituan (a leading delivery app) to launch a "Help Rural Children" charity combo. For every one of these meals sold, a donation was made to a fund that builds and equips playgrounds for children in need, allowing customers to feel good about their purchase.

The View from the Front Lines

At the ancheng Wuyue Plaza store, the scene was one of controlled chaos. "The receipt printer was almost overheating!" the store manager reported.

The feedback on social media was overwhelmingly positive. One customer wrote, "The big bucket is so much better! Great value and amazing taste!" This sentiment was shared widely, amplifying the trend organically.

A Commitment to More Than Tea

This event highlights Tianlala's core mission. "The value of a national brand goes beyond satisfying taste buds; it's about embracing social responsibility," a company spokesperson stated. "Tianlala will continue to strengthen its position as 'the nation's go-to modern tea-drink brand,' making high-quality tea an affordable daily pleasure for everyone."