The new tea beverage track has entered

[sabarina38]

According to incomplete statistics , since 2017 , Heytea has launched more than 100 cross-border collaborations, ranging from hit TV series to trendy clothing, from cartoon characters to new consumer catering, to e-sports IP and artists, and many other directions and types of collaborations in various fields are endless. 2. Joint Enthusiasts In recent years , the tea beverage industry has set off a wave of cross-border joint ventures in a very " volume " way. " a highly competitive node, and it needs to continuously output a unique brand culture. " On May 17 , Zhu Danpeng, a Chinese food industry analyst, said in an interview with the Times Weekly reporter that when new tea beverage brand products are difficult to effectively isolate competitors through taste and establish a brand moat, joint ventures can to a certain extent fit the interests of young consumers.



This year alone, according to incomplete statistics from the Times Weekly reporter, the two leading tea brands, Heytea and Nayuki’s Tea, have launched more than 10 IP brand joint activities. The last joint indonesia whatsapp number data venture that caused a stir was when Nayuki’s Tea and “Wulin Wai Zhuan” joined forces to gain traffic . In March 2023 , Nayuki’s Tea announced a joint venture with the classic costume sitcom “Wulin Wai Zhuan” to launch the “ domineering durian ” series of joint tea drinks, and launched creative peripherals and national theme stores. According to relevant media reports, the above-mentioned joint drinks sold out on the first day, and there was a “ queue tide ” in stores in many places .




Not only Heytea and Nayuki, but also mid-tier tea brands have also taken advantage of the opportunity to collaborate. In April, Chabaidao and Himalaya announced the launch of a brand crossover event, offering consumers a fusion experience of audio reading and Chinese tea in 1,732 stores in 14 cities . In May, Yidiandian collaborated with Liuliumei to launch a series of Huangmei drinks; in the same month, Shanghai Auntie officially announced the return of its classic product " Mung Bean Milk Ice " and collaborated with QQ . In addition to focusing on joint cooperation, more tea brands also promote products around their own brand IPs . For example, after launching the Snow King IP , Mixue Ice City has created a cultural and creative series including dolls, building blocks, cups, etc., while Cha Yan Yue Se has launched a " garden party " store type, selling tea bags, tea cups, notebooks, umbrellas, badges and other products.