As a pioneering brand in the new tea beverage industry, Xicha has been leading the industry with innovative products since its inception, and has achieved rapid expansion by virtue of its distinctive brand characteristics and high-quality consumer experience. Not only has it opened up franchising to attract business partners at home and abroad, but it has also laid out more than 2,000 stores globally, making it a benchmark enterprise in the new tea beverage track. However, with the proliferation of the number of stores and the continuous expansion of the market territory, the company is facing new challenges in staff management and cultural inheritance: how to ensure the sense of experience and growth of all staff in the scale development, how to make the brand's original spirit and core culture inherited, and how to strengthen the cohesion of the brand through the cultural construction. To this end, the company joined hands with CDP Group to create an exclusive employee culture and welfare platform "Cha Cha Space Station", to digitally open up the whole chain of culture dissemination, employee recognition and welfare care, so that every employee can feel the temperature of the brand, and let corporate culture become the endogenous driving force of the development of the company.
One,Three Challenges Under Scale Exaggeration, Culture and Experience Urgently Need Digital Landing
The new tea and beverage industry is generally characterized by a wide distribution of stores, a younger workforce, and high mobility of frontline staff. With more than 2,000 stores around the world, Xi-Tea's traditional staff management and culture promotion model is difficult to adapt to the pace of development, and the core challenges are centered on three aspects:
(i) Difficulty in harmonizing employee experience and lack of engagement and growth
With stores all over the world and employees scattered in different regions, it is difficult for offline recognition and care to reach every employee, especially frontline store personnel, whose work is difficult to be seen and recognized in a timely manner, and whose sense of participation and professional growth is in need of enhancement.
(ii)Difficulty in maintaining the brand's original spirit, and weak dissemination of the core cultural spirit
The company was founded in Jiangbianli, and the unique spirit of Xi Cha Jiangbianli is the core of the brand and the core of the company's culture. However, the traditional way of promotion is difficult to make the employees all over the world understand and practice this spirit in depth, and the cultural inheritance is facing the risk of disconnection.
- Difficulty in landing corporate culture, brand cohesion to be strengthened
With the rapid development of the enterprise and the opening of the franchise model, how to make different stores, different positions of the staff to form a unified brand awareness, so that the corporate culture is really integrated into the daily work of the staff, and then strengthen the internal cohesion of the brand, has become an important issue of enterprise development.
In response to these pain points, companies are in dire need of an integrated digital platform that integrates culture dissemination, employee recognition, and welfare care, so that corporate culture can change from “words” to “actions” and employee care can move from “offline ” to “online”, realizing the two-way empowerment of culture and experience.
The four core competencies of "Cha Cha Space Station" create a new paradigm of employee experience in the new tea beverage industry.
Based on the characteristics of the new tea beverage industry and the core needs of enterprises, CDP Group has tailor-made the “Tea Tea Space Station” employee culture and welfare platform, which takes cultural inheritance as the core, employee recognition as the link, and welfare care as the support, and builds four core competencies to realize the digitalization, scenarioization, and personalization of the corporate culture and employee experience, so that the platform can become the “ cultural position” and "welfare harbor" for employees. cultural position" and "welfare harbor".
(i)Carrying the culture of Hi-TeaInstant recognition and incentives to make every effort visible
The platform creates the exclusive “Recognition Card” function, which becomes an important carrier of emotional connection and cultural transmission among employees. Employees can praise each other and express their recognition through the "Recognition Card", which incorporates the core corporate culture concepts of "Inspiration, Sincerity, Branding and Zeroing", so that every recognition becomes a dissemination of corporate culture. At the same time, the recognition received by employees will be accumulated into "Joy Coins", which can be exchanged on the platform for the company's cultural and creative products, brand peripherals and other goodies.Achieve a dual combination of spiritual recognition and material incentives.This kind of lightweight, socialized recognition method is suitable for the communication habits of young employees, so that the work of front-line employees is seen in a timely manner, so that the emotional connection between colleagues is closer, and more so that the corporate culture is deeply rooted in the hearts of the people in the recognition of time and time again.
(ii) Visualization of the spirit of culture and passing on of the spirit of Ebenri
CDP Worklife provides one-click direct access to the "HR Service" and "HR Management" modules, realizing both experience and efficiency enhancement. the HR Service module focuses on employee experience, providing lightweight services such as mobile clock-in, e-signature, new employee introduction, birthday/age blessing, instant recognition, etc., optimizing the daily interaction experience of the employees and enhancing the sense of belonging of the employees. the HR Management module focuses on efficiency and empowerment, establishing HR management module focuses on efficiency and empowerment, establishes standardized and unified personnel processes, reduces process redundancy, integrates resources, optimizes organizational structure, flexibly supports different business modes, and precipitates data and generates business insights through data analysis tools to provide accurate support for the formulation of corporate talent strategies.
(iii) Full-cycle care accompaniment, so that every moment has a temperature
The platform centers around the daily work and life of employees, creating a full-cycle blessing and care system for birthdays, festivals, and the age of the division, so that employees can feel the double warmth of the enterprise and colleagues at every important moment. The system will automatically send birthday blessings and anniversary blessings to employees, and employees can also express their blessings and greetings to each other, breaking down the barriers of regions and positions, so that every employee can integrate into the corporate family. This kind of warm care fits the characteristics of the younger employees in the new tea and beverage industry, and allows employees to feel the growth and care as a “natural person” in their work, which greatly enhances their sense of belonging and happiness.
- Comprehensive welfare protection forHi-Tea People'sWork Life Protection
The platform integrates all-dimensional welfare resources of enterprises to create a health protection + welfare mall.One-stop welfare service systemThe platform provides a full range of support for employees' work and life, so that welfare care can really come to fruition. In terms of health protection, the platform opens"Chacha Health" "Chacha Psychology" "Chacha Checkup"The company has introduced a third-party insurance provider to provide employees with professional health checkups, psychological counseling, insurance protection and other services to safeguard their physical and mental health. In terms of the welfare mall, it has created the "Chacha Mall", where employees can redeem various types of welfare points for goodies such as beauty, daily necessities and brand peripherals, and the rich redemption categories satisfy the personalized needs of the employees, thus significantly increasing the degree of perception of welfare.
Third, the number of wisdom empowered by the new tea drinks, culture and welfare in both directions to run to the industry model
The landing of "Cha Cha Space Station" has solved the cultural heritage and employee experience problems under the scale expansion of Xi Cha, and has become a benchmark case of digital employee management in the new tea beverage industry, realizing the multiple values of corporate culture landing, upgrading of employee experience and strengthening of brand cohesion, and injecting a strong impetus to the sustainable development of the company.
从The cultural dimensionThe platform makes the abstract corporate culture tangible and scenario-based, and the spirit of Jiangbianli and the core values of the company are deeply penetrated into the daily work of every employee through recognition cards, badges of honor, and the selection of role models, thus realizing the effective inheritance of the corporate culture in more than 2,000 stores around the world, and letting the brand's original spirit always be firmly held on to.
从Employee levelThe platform allows every employee's contribution to be seen and recognized in time, and the full-cycle care and all-around benefits allow employees to feel the real brand temperature, which greatly enhances the employees' sense of belonging, happiness and participation, effectively reduces the mobility of frontline employees, and cultivates a group of core employees who are loyal to the brand and practice the culture for the enterprise.
从Enterprise levelThe platform realizes the efficiency and upgrading of employee management by digital means, integrates scattered recognition, care and welfare resources into one platform, and significantly reduces the management cost of the enterprise. At the same time, the depth of the corporate culture and the comprehensive upgrade of the employee experience, so that the internal cohesion of the enterprise has been significantly enhanced, the formation of the “up and down the same desire, cohesion and strength” of the development pattern, so that the corporate culture has become an important support for the construction of corporate brand, and to achieve synergistic development of culture and business.
The cooperation between CDP Group and Xi Cha not only creates an exclusive employee culture and welfare platform for the enterprise, but also explores a new paradigm of digital experience for employees in the new tea beverage industry and even the retail chain industry. Aiming at the chain industry's wide distribution of stores and dispersed employees, the digital platform is used as a link to integrate culture, recognition and welfare, so that every employee can feel the brand's temperature, and corporate culture can become the core competitiveness of the company's development. In the future, CDP Group will continue to plough into the characteristics of various industries, empower human capital management with science and technology, and create personalized, scenario-based and digital employee experience solutions for more enterprises, so that the employee experience and corporate culture can run in both directions, and talent can become the core driving force for the sustainable development of enterprises.
