According to the practice of the tea industry

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According to public information, LCatterton, a fund under Fendi's parent company LVWH Group , is one of HEYTEA's investors, which seems to be one of the reasons for this collaboration. According to Li Ying , the difficulty of the joint venture between Heytea and Fendi lies in the coordination of brand resources and the considerable investment in joint venture fees.



" The promotion of joint ventures is often a relatively complex mechanism, especially the establishment of brand authorization scope and fees, design of related materials, and later dissemination and release, which all require denmark whatsapp number data a large team investment and marketing budget support to achieve. " if the brand cooperation is only to divert traffic to each other, the volume and scale generally cannot achieve such an effect. Manner once cooperated with Tesla in Shanghai , but the scope was limited to regional car owners.



Local tea brands such as Juancha have cooperated with car companies such as Wuling Mini , but most of them are lightweight resource exchanges. But one thing that puzzles professionals is that despite the high investment, Heytea does not seem to be looking for a single hit product. " Tea drinks are not luxury goods or trendy toys. There is no point in limiting supply and hyping up prices. In the end, everyone makes money by selling goods, " said Zhang Run. In comparison , Luckin Coffee’s collaboration with JOJO on fresh cheese latte achieved a single-day sales record of 1.3 million cups in 2022 , which seems more like a positive case in the industry.