Even Xiaomi founder Lei Jun posted on Weibo

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The co-branded drink of Heytea is called Fendi Joy Yellow, and the price of a single cup is 19 yuan. If you buy two cups of co-branded milk tea, you will get a Fendi co-branded badge or co-branded coaster. According to the regulations of Heytea stores, one person is limited to buying two sets of four cups. At 1 p.m. , the heat further fermented, and Heytea and the joint name rushed to the hot search on Weibo. A blogger claimed that this might be the closest time for young people to Fendi .



The Heytea applet even had a " busy access " prompt. that he had just drunk the joint Heytea, and posted a photo of Xiaomi 13 Hurricane Yellow and Heytea. On the Xianyu platform, the sales of Fendi Heytea Joy Yellow related products are also booming. On the seller 's "hahakong " page , more than 658 people france whatsapp number data have expressed their desire for the full range of co-branded products (including two badges + a coaster ) priced at 114 yuan . After a long period of stagnation, Heytea finally made a comeback through luxury brand collaborations. According to incomplete statistics, by May 2018 , Heytea had completed 23 collaborations with 18 brands .



In the same period, Nayuki’s Tea and Luckin Coffee completed 23 and 19 joint ventures respectively . Nayuki, which has the highest frequency, launched a joint venture every 1.5 weeks, and at its peak, it completed two joint ventures in 7 days . Zhang Run, the head of a well-known tea brand, told "New Entropy" that the success of the Heytea collaboration has aroused strong response within their brand and may even affect the marketing rhythm in the second half of the year. " Generally , collaborations are launched with new products. When key projects or brands have low voice , they need to be stimulated by collaborations. However, this time, Heytea's collaboration does not seem to be for the sales of the new product Joy Yellow, but simply for traffic. " After a boiling and lively scene, perhaps how to balance the relationship between products and traffic is the direction that major new tea drinks need to really think about.


01 From having fun to traffic business At 10 a.m., Li Ying found that some people in the company group and industry exchange group had already started discussing the topic of Heytea. The traffic brought by the Heytea joint venture was hot and was the topic of discussion among the masses. As a tea brand planner in a certain region, Li Ying self-deprecatingly said, " Rich brands do joint ventures, and poor brands are forced to plan creative ideas. " Returning to the protagonist of the incident, Heytea officials seemed relatively calm about the joint venture, unwilling to talk too much about and mention the marketing details, and did not increase publicity efforts after the incident continued to ferment.