And such a method seems to be a muscle-flexing behavior

[sabarina38]

So, with high investments and not for sales, what is Heytea trying? Zhao Bo, a well-known brand marketer, told "New Entropy" that " the reason why the Heytea and Fendi collaboration has become popular is more because of the conflict between the IPs and the price, one is cheap and the other is expensive. Most previous brand collaborations stayed on equivalent brands and looked for the same group of people, but this time Heytea seems to be trying unequal brands. Create conflicts and trigger topic traffic. " for Heytea. From an industry perspective, unequal brand collaborations are often difficult and have more restrictions, and they are rarely seen in the new tea beverage range.


Completing a collaboration of this magnitude is particularly important for the improvement of the brand tone and credit endorsement of the new tea, especially at a time when Heytea needs to attract franchisees. Looking back at the history of brand collaborations, this type of collaboration is not an isolated case. The most famous one is the collaboration between Prada denmark whatsapp number data and a popular food market in Shanghai . In 2021 , Prada , a top international luxury brand , collaborated with a popular food market in Shanghai. On site, customers who spent more than 20 yuan on food were given a PRADA paper bag. This attracted many popular bloggers and fashionable young people to check in, triggering a round of traffic carnival on social media. However, although both are luxury collaborations, Heytea's bottom-up collaboration is obviously more challenging than Prada 's .



On the other hand, the inequality of brands will also extend the duration of traffic. The collaboration between Fendi and Heytea has triggered a transformation trend among bloggers on Xiaohongshu. Milk tea cups and shopping bags have been transformed into bags, tissue boxes, flower pots, etc. have become popular, and various related tutorials are also continuing to promote the brand on the social media side. But traffic business is not always good. The joint venture between Prada and Shanghai vegetable market also had an abnormal scene in the later stage. According to Xinmin Evening News, a woman took a photo with celery wrapped in Prada packaging, turned around and walked out of the vegetable market and threw the celery directly into the garbage truck on the roadside.