[Dahe Finance Cube Reporter Wu Haishu Intern Wan Ruyu] "Flowers" has ended, but the popularity is still continuing. On January 31, the new tea drink brand Heytea and "Flowers" jointly launched a series of products and peripherals. The first wave of joint activities between the two parties was launched in Heytea stores in Shanghai and will be launched nationwide on February 5.
The hit of "Flowers" brought a heated discussion about the life style of Shanghai's wells. The relevant person in charge of Heytea told the reporter of Dahe Finance Cube that the joint theme of the two sides "True and Happy" was inspired by the important story scene in "Flowers" - the Zhizhenyuan Hotel located on Huanghe Road. Focusing on the co-branded theme of "Truth and Happiness", Heytea launched a co-branded drink with the same name as the series, Fanhua (white lanxiang), as well as specially designed co-branded packaging materials and peripherals, including cup stickers, commemorative ticket stubs, and Huanghe Road stickers.
According to the "2023 New Tea Beverage Research Report" released by the New Tea Beverage Committee of the China Chain Store & Franchise Association and Meituan New Catering Research Institute, the scale of the domestic new tea beverage consumption market is expected to further expand to 201.5 billion yuan by 2025. In terms of the number of stores, according to incomplete statistics, the total number of new tea stores in operation on August 31, 2023 is about 5150,000, up from 37 at the end of 202080,000, an increase of more than 36%.
In the past two years, the involution of the tea beverage industry has intensified, and new products, volumes, and volumes have been co-branded. According to incomplete statistics from the "Beverage Brand Co-branded Marketing Observation Report 2023" released by the Red Meal Brand Research Institute, in the first three quarters of 2023, the total number of co-branded marketing events of 18 new tea beverage brands, including Chabaidao, Nai Xue's tea, and Gu Ming tea, reached 236.
Industry insiders believe that the new tea drink co-branding has become a trend, more and more young consumers are willing to pay for the "interest", the new tea drink co-branding, especially with the "traffic products" co-branding, can fit the current consumption habits of young consumers, meet the needs of young people for freshness, while increasing brand value, enhance the interaction and stickiness between consumers.
Editor-in-charge: Tao Jiyan |Reviewer: Li Jinyu |Review: Li Zhen |Supervisor: Wan Junwei.