【仙踪林是哪个国家的品牌？】

“仙踪林”于1994年由吴伯超先生在台湾创立，仙踪林(RBT)于1996年踏足香港，透过现代化的管理方法和完善的特许经营制度，在休闲餐饮行业独竖一帜，为消费者提供特式美味餐饮，因而能在短短几年间，于香港、台湾、中国大陆、加拿大、澳洲、马来西亚及菲律宾等地开设一百多家分店。

名称由来

相传台湾新北市树林区有一茶农，家贫却乐善好施。某夜梦回，忽闻茶林内似有人声笑语。茶农循声查看，只见烟笼舞锁之间，掩映着八个身影，正在围观棋局，指点评论。

忽有一人道：“棋局虽好，却无好茶解渴。这里茶虽成林，却非佳品。可惜！可惜！”另一人道：“这有何难。”说罢从袖中取出一物，长耳红眼，浑身白毛，正是玉兔一只。那人把玉兔放于一株茶树底，等待半晌，然后往茶树上摘叶泡茶，奉予众人。众人喝了一口，都道：“果然好茶！”先一人接口道：“此间主人乐善好施。我等在此打扰一夜，亦别无补报。老张，你既有这等手段，何不将满眼茶林都弄个透彻，以报善人？”老张颔首微笑，忽张嘴一喷，把满嘴的茶水都喷向林中，然后笑道：“谨遵台命！时候不早了，这就走吧！”说着大袖一挥，浓雾顿起，把人影都淹没了。茶农待雾散烟消，近前细看，却哪有半个人影！

翌日好友过访，茶农采茶奉客，竟是清香扑鼻，入口甘甜。好友怪问道：“你家茶树，向非佳品。这是哪里来的好茶？”茶农以昨夜情状相告。好友惊道：“你可是遇仙了呀！从此不妨开设茶坊，以‘仙踪林’为名，售此极品佳茗，也算领了众仙一番盛情。”茶农以言而行。此后一传十，十传百，慕名而来者，络绎不绝。

“仙踪林”之名遂不胫而走，遐迩驰名。而玉兔更成为“仙踪林”之标记。
旗下品牌

Happylemon快乐柠檬发展迅速，形象鲜明的饮品零售品牌，短短的五个月内已在北京、上海、香港等地开设了接近二十家分店。仙踪林当年是“先做大再做强”，快乐柠檬则是“先做强再做大”，快乐柠檬已有110家店，几乎都是直营店。仙踪林在1996年进军中国大陆，引发一场泡沬红茶的革命，跨足茶餐厅领柠檬，主打现泡茶及外带市场。

快乐柠檬采用现泡茶的门槛较高，但预估外带茶饮市场也将进入竞争激烈的红海市场，让消费者能够尝到新鲜感。Happylemon快乐柠檬公司是一家发展迅速，形象鲜明的饮品零售品牌，短短的十年内已在北京、上海、香港等地开设了接近二十家分店。Happylemon快乐柠檬公司实力雄厚，制度完善，福利良好，为员工提供无限的发展空间。
大陆腾飞

1996年，吴伯超决定进军中国大陆市场。他把第一颗棋子，落在了上海市郊和市区的结合部。在那里开第一家店，目标顾客锁定在20-40岁的人群。其中主要是许多大学院校的青年学生和教师。

首次踏足大陆市场，生意还不错。吴伯超连续在上海城乡结合部的地段，开了6、7家店。但是，大陆市场的复制和模仿行为、以及同质化竞争，与台湾相比有过之而无不及。他面临的问题是：怎样使仙踪林在这样的市场环境中异军突起？

一荡秋千异军突起。吴伯超细心观察和积极思考的工作习惯，再次让仙踪林领跑市场。他一次回台湾时，在离家不远的公园，看到一对母子，偎依着，一边荡着秋千，一边喝着饮料。这种亲密、飘飘欲飞的神仙般的意境，一下子抓住他的目光。

他决定在仙踪林门店里装上青藤缠绕的秋千坐椅。很快，顾客在众多装修雷同的茶坊中，区别出了“秋千那家店”。在他们的心目里，仙踪林就是漂亮的秋千。仙踪林品牌迅速在上海叫响。
全球逐梦：要做东方星巴克

仙踪林曾经与星巴克展开短兵相接的竞争，饱尝星巴克强力冲击的厉害。吴伯超一直放不下的一份思索，就是：为什么星巴克能够风行全世界？

他思考的结论是，星巴克卖的不是咖啡，而是世界范围内都可以接受的一种休闲文化、一种生活方式。

接下来的问题是，仙踪林能不能像星巴克以咖啡为载体那样，以茶为载体，建立一种世界范围认可的文化或者生活方式？

吴伯超做了不少尝试。他在中国传统的茶中，融入西方文化的元素，名为“新茶主义”。他推出了一个新品牌happylemon鲜茶，像星巴克用咖啡机制作咖啡那样，用泡茶机来制茶。他认为这样做，在保证每杯茶的质量都一样的同时，也在全球范围内满足现代人快节奏的生活和便捷消费方式。

吴伯超在上海试验着仙踪林的国际路线。他在黄浦江边的黄金地段，开了一家名为RBTGARDEN的餐厅。它实际上是他的国际化策略的“试验田”。在这里，仙踪林特有的秋千、鹅卵石、树桩，全都不见了踪影。在这里，饮食风格也发生较大的变化。茶饮与各种西式甜点搭配在一起，制出各种不同口味的甜品，试验一下在上海的外国顾客是否喜欢。

吴伯超说，这家店如果成功，将以这个模式，把店开到纽约、东京、欧洲，开到全世界。

到那时，他的特许经营帝国。

不过，他任重而道远。

英文翻译：Founded in 1994 by Mr. Wu Bochao in Taiwan, RBT set foot in Hong Kong in 1996. Through modern management methods and perfect franchise system, RBT is unique in the leisure catering industry and provides consumers with special delicious food. Therefore, in just a few years, RBT has been established in Hong Kong, Taiwan, mainland China, Canada, Australia, Malaysia and the Philippines There are more than 100 branches in other places. It is said that there is a tea farmer in Shulin District, Xinbei City, Taiwan, whose family is poor but benevolent. One night when I dreamt back, I suddenly heard someone laughing in the tea forest. Tea farmers follow the sound to check, only to see eight figures hidden between the smoke cage and the dance lock. They are watching the chess game and pointing out comments. Suddenly there was a human: "although the chess game is good, there is no good tea to quench thirst. Although there is a forest of tea here, it is not a good one. Pity! It's a pity! " Another human: "how difficult is it?" Say to take out a thing from sleeve, long ear red eye, whole body white hair, it is a jade rabbit. The man put the jade rabbit at the bottom of a tea tree and waited for a long time. Then he picked leaves from the tea tree and made tea for the people. After a sip, they all said, "it's really good tea!" The first one said, "the host is kind and kind. We are here to disturb the night, and there is no supplement. Lao Zhang, since you have such means, why don't you make a thorough study of the tea forest to repay the good people? " Lao Zhang nodded and smiled. Suddenly, he opened his mouth and sprayed all the tea into the forest. Then he said with a smile, "I will obey Taiwan's orders! It's late. Let's go! " Say big sleeve a wave, thick fog dunqi, drown the figure. The tea farmer waited for the fog to disperse and the smoke to disappear. He looked closely, but there was no half figure! The next day my friend visited me. The tea farmers gathered tea to serve the guests. It was fragrant and sweet. My friend asked me: "your tea tree is not good. Where is this good tea from? " The tea farmers told each other about last night. The friend said: "you are a fairy! From then on, we might as well open a tea house, in the name of "the forest of fairies", and sell this excellent tea, which is also regarded as a kind hospitality of the immortals. " Tea farmers do what they say. Since then, there has been an endless stream of people who have come here for fame. The fame of "the forest of fairies" has spread far and wide. And the jade rabbit has become the symbol of "the forest of fairies". Its brand, happy lemon, has developed rapidly and has a distinctive image as a beverage retail brand. In just five months, it has opened nearly 20 stores in Beijing, Shanghai, Hong Kong and other places. At that time, xianzhulin was "first bigger and then stronger", happy lemon was "first stronger and then bigger". Happy lemon has 110 stores, almost all of which are direct stores. In 1996, xianzhulin entered the mainland of China, which led to a revolution of black tea. It led the lemon in the cross foot tea restaurant, mainly focusing on tea making and export market. The threshold of making tea is high, but it is estimated that the tea market will enter the competitive Red Sea market, so that consumers can taste the freshness. Happylemon happy lemon company is a fast-growing and distinctive beverage retail brand, which has opened nearly 20 branches in Beijing, Shanghai, Hong Kong and other places in just ten years. Happylemon happy lemon company has strong strength, perfect system, good welfare, and provides unlimited development space for employees. In 1996, Wu Bochao decided to enter the mainland market. He left his first chess piece at the junction of Shanghai suburb and downtown. Open the first store there and target customers aged 20-40. They are mainly young students and teachers in many universities. It's the first time to set foot in the mainland market. Business is good. Wu Bochao has opened 6 or 7 stores in the urban-rural fringe of Shanghai. However, compared with Taiwan, the mainland's copying and imitating behavior, as well as homogenous competition, are not inferior. The problem he faces is: how to make xianzhulin rise suddenly in such a market environment? A swing has sprung up. Wu's work habit of careful observation and positive thinking once again led the market. When he went back to Taiwan once, he saw a couple of mothers and children cuddling up in the park not far from home, swinging and drinking drinks at the same time. This kind of intimate, floating and flying fairy like artistic conception caught his eyes at once. He decided to install a swing chair twined with ivy in the store of xianzhulin. Soon, customers in many similar decoration of the teahouse, distinguish the "swing that store.". In their mind, fairyland is a beautiful swing. The brand of xianzhulin is booming in Shanghai. Global dream chasing: to be the Oriental Starbucks Wonderland forest once launched a short-term competition with Starbucks, and to experience the strong impact of Starbucks. Wu Bochao has been unable to put down a thought, is: why Starbucks can be popular all over the world? His conclusion is that Starbucks is not selling coffee, but a kind of leisure culture and life style that can be accepted all over the world. The next question is, can Wonderland establish a world-wide recognized culture or lifestyle with tea as the carrier, just like Starbucks does with coffee? Wu Bochao has made many attempts. He integrated the elements of western culture into Chinese traditional tea, which was called "new tea doctrine". He has launched a new brand of Happylemon fresh tea, which is made in the same way that Starbucks uses a coffee machine to make coffee. He believes that in doing so, while ensuring the same quality of each cup of tea, it also satisfies the fast-paced life and convenient consumption mode of modern people in the global scope. Wu Bochao is testing the international route of xianzhulin in Shanghai. He opened a restaurant called rbtgarden in a prime location near the Huangpu River. It is actually a "test ground" for his internationalization strategy. Here, the unique swings, pebbles and stumps of xianzhulin are all gone. Here, the style of food has changed a lot. Tea and all kinds of Western desserts are combined together to make all kinds of desserts. Test whether foreign customers in Shanghai like it or not. Wu said that if the store succeeds, it will be opened to New York, Tokyo, Europe and the whole world in this mode. By then, his franchise empire. However, he has a long way to go.

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