Heytea’s operational skills for its tens of millions in private domain revenue!

According to online information, on January 31 of this year, Heytea raised another US$500 million in financing. Although it has repeatedly denied the news of its listing plan, from 2016 to 2021, Heytea has received a total of 4 rounds of financing and 5 times in five years. Its valuation has reached 60 billion, which has refreshed the financing valuation record of China's new tea drinks.

Official data shows that as of the first quarter of 2021, the number of members of the mini program HEYTEA GO has exceeded 35 million, and HEYTEA's online order rate accounts for 81%. As one of the first companies to use mini programs for online ordering, Heytea has already left Starbucks far behind.

So how does Heytea, which has accumulated so much private domain traffic, improve its private domain monetization?

Next, let’s take a closer look at Heytea’s secret weapon for private-domain revenue from Heytea’s mini-app “Heytea GO” .

(Disassembly map is provided)

1. Heytea: clear positioning and high exposure of mini program!

A cup of Heytea costs 30, a cup of Nayuki costs 25, a cup of Cha Baidao costs 15, and a cup of Mixue Bingcheng costs 50.

Since its birth, Heytea has positioned its products and target groups: taking a high-end approach and targeting young groups.

By observing their store layout, it is not difficult to find that most of them are located in the core business districts or CBD office buildings in first- and second-tier cities. As the big brother of the new tea beverage industry, Heytea initially created the mini program for ordering just to alleviate the situation of excessive queues in offline stores at the time. Transferring traditional offline ordering to online is undoubtedly a win-win solution. The user side reduces the time cost of waiting in line, and the merchant side accumulates a large number of private domain users, which can extend the user life cycle through various means.

Some time ago, McDonald’s private domain operation articles became popular in the entire operation circle. Like McDonald’s, Heytea is roughly a product of “standardized products, low customer orders, low decision-making costs, high repurchase frequency, large number of users, low demand intensity, and poor 1-to-1 conversion ROI”.

How can such a product stimulate a large number of private domain users to place multiple orders through mini programs?

At present, HEYTEA has two WeChat mini-programs. One is the "HEYTEA GO" that we often use, and the other is called "HEYTEA Xiaocha", which is HEYTEA's new brand. I looked at it and it seems that it is only available in Guangdong.

The main offline contact methods are: store code scanning guidance, store clerk reminder

Online contact methods: WeChat official account, search for HEYTEA on WeChat

In Heytea’s offline stores, you can find that almost everywhere, from floor-to-ceiling windows to walls and signboards, are program codes for placing orders through the mini-programs. When you enter the store, a clerk will guide you to scan the code to place an order, which is convenient and saves you the trouble of queuing.

As the largest brand exposure platform in the WeChat ecosystem, Heytea’s official account reminds you everywhere:

"It's a little after three, let's have tea first!"

Not only is there a clear "Order Now" button at the bottom menu bar of the official account, it is also placed in the first position.

In every tweet of HEYTEA, a mini-program card hyperlink is inserted under the long picture. As long as you are interested in this product, you can place an order at any time.

Once you scan the code and place an order, from the moment you authorize via WeChat, you become a public member of HEYTEA. The threshold is extremely low.

Isn’t this “combination punch” of online and offline repeated occurrences to stimulate consumption exactly the exposure effect in psychology?

(When I communicated with many friends later, I found that everyone had different understandings of this. I think Heytea did not make any efforts on other food delivery platforms and ordering platforms. It wanted to settle users on its own mini-programs and use multiple exposures to guide users to get used to and like ordering with mini-programs, thus cultivating user habits.)

Slapping my thigh, let’s analyze from a psychological perspective what scientific methods the Heytea Mini Program "secretly" uses to monetize private domain users!

2. Home page: Crazy psychological suggestion

Heytea's homepage is different from Luckin Coffee and Starbucks. When you enter the homepage of the Heytea go mini program, in the first screen, in addition to the new product poster carousel occupying 1/3, the most eye-catching position in the middle is all "purchase methods", whether you want to "pick up in store", "takeout", or "drink together" with friends.

There is no complicated design, it is simple and clear, users can classify according to their needs and solve pain points directly.

That’s right, there is only one thing HEYTEA has to do, which is to make you understand that as long as you come in, you are here to place an order.

Of course, in addition to this, Heytea has also opened up different consumption directions. There is nothing we cannot think of and nothing we do not support.

Want to see the surrounding area? "HEYTEA Department Store" directly jumps to the peripheral purchase page.

Want to order a group meal? "Ah Xi Group Meals" are online at any time, with discounts based on quantity!

Want to give a gift? "Ah Xi You Li", membership stored value cards of various denominations and card designs are ready to be launched.

3. Ordering: “Trilogy”

1. Scarcity psychology + social recognition + brand authority

When you enter the ordering page, you can find that the nearest store will be matched first at the top of the page, and the current orders and production progress of the store will be displayed here. You can perform the "switch store" operation to reduce the loss caused by too many orders, long waiting time or inability to place orders. This can be said to be a very reasonable allocation of resources.

Basically, the layout of the entire ordering page is not much different from the traditional restaurant ordering page.

According to information on the Internet, the ordering page of the Heytea Mini Program is different for each person, and the order of the menu bar on the left will be different for old and new users. However, I have asked several colleagues and they have not found this situation yet.

But if you look closely, you will sigh, HEYTEA is really good! They have grasped the users' little thoughts very well!

First of all, there is a "Seasonal Limited" on the left, which is set as the first column when entering the "Order" page. In this column, I seem to see four big words "Scarcity Psychology" !

It’s the season, comrades! Autumn dew, cold frost and falling autumn! It snows in winter and it’s very cold!

What does this mean? After this season, this may be gone! New products may only be online for a period of time! Won’t you lose if you don’t rush? !

Similarly, there is also a "Popular Must-Drink List" , which is a boon for new users and patients who have difficulty making choices!

Then click on the detailed product, you will see the super detailed flavor settings of the product, and the recommended items will be marked with ⭐️. It is completely customized, which can once again reduce the decision-making costs of patients with difficulty in choosing and new users .

And below the details of the popular products, you can also see the corresponding positive reviews.

The review area is not enough. For each product of HEYTEA, there is a small sharing button in the upper right corner of the pop-up window. By clicking here, you can not only share it with a WeChat friend, but also share it to the WeChat "Circle" .

In this way, when users see it, they will think, “so many people have given positive reviews/so many people have bought it, it must be a good idea to follow suit and buy it too”. Isn’t this a perfect principle of social proof ?

In addition, in the left menu bar, it is not difficult to find two items that seem to have "nothing to do" with the menu:

"Inspiration Tips", "Fighting the Epidemic Together"

In these two columns, Heytea puts its corporate original intention, principles, some service features and normal beverage phenomena reminders, including the work done to cooperate with the anti-epidemic efforts.

It not only reassures users, but also reflects the brand's humanistic care and details, and the brand's authoritative marketing. Damn it, it's in its hands again!

2. Department stores: brand culture + fan economy

Who says new tea drinks won’t last long?

According to statistics, in 2018, Heytea launched nearly 100 peripheral products 69 times, covering three categories: beauty, clothing, and life. For example, lipstick, clothes, hats, speakers, bags, umbrellas, mobile phone cases, socks, etc. A relevant person in charge of Heytea also revealed that the brand’s launch of peripheral products is not primarily aimed at profit.

In fact, the launch of peripheral products is purely for marketing purposes.

However, there are many new tea brands that young people like to drink. In the face of competition from various types of milk tea and fruit tea, how can we establish stronger brand awareness with young people?

Heytea has set its sights on creating surrounding IPs.

Brand culture + IP image + fan economy starts from tone and user identification to further enhance private domain user loyalty.

In addition to StarBazaar, which has been doing very well in this field, Snow King’s newly released 12 zodiac blind box also became very popular some time ago.

But at present, apart from a few cups, I haven’t seen any other peripheral products of Heytea in the mini program.

4. Mine: Reciprocity psychology, yyds!

In the regular "My" interface, I discovered the new world of HEYTEA, which, in addition to the user's personal information, also has HEYTEA's own user level and membership management system .

Heytea’s members are divided into regular “GO members” and “Planet members” . Different members will have different experience value levels and points. Ordinary members earn 1 point for every 2 yuan spent, and Planet members earn 1 point for every 1 yuan spent, rounded down.

The points mall serves as an outlet for points, and can be exchanged for takeaway coupons with no threshold, and all coupons are time-limited.

The coupons given for upgrading to GO membership, like the priority coupons and free delivery coupons given for activating Planet membership, need to be used within a limited time period, otherwise they will expire.

As users, we fall into this "reciprocity trap" every time.

Especially when you find that the coupon is about to expire, you will feel that you need to use it immediately, as if this is the only way to avoid a loss.

Therefore, the psychology of reciprocity is truly the eternal god in marketing!

In addition to the psychology of reciprocity, I found that in the latest version of the mini-program, there is an additional "Planet Report" in the "My" page. It is not difficult to find that the content here is the new news and recommendations that are constantly displayed in the carousel on the homepage and order page.

Guiding users to browse multiple times and reminding users multiple times, Heytea actually uses a psychology trick called "attention bias" here.

Our perceptions are influenced by our repeated experiences. So we often come to this conclusion: the more frequently a consumer sees your ads or messages, the more likely he is to buy from you.

Under such guidance, users will have a series of operations such as "click in to take a look" and "try it" and then place an order. After all, being able to enter the mini program means that you are already a target user and your needs are very clear.

Finally, after carefully dissecting Heytea’s mini program, I found that in addition to the content of private domain monetization, I also found that they have done a good job in many details.

For example, when adding an address for takeout, you can directly import the content in WeChat's "My Address";

For example, the "Department Store" page is a "Guess What You Like" display page similar to the Taobao homepage;

For example, the "Order" page will make it easier for users to issue invoices, view details, and even have tips in the upper left corner to teach users how to distinguish genuine brands. All of this reflects their attentiveness to every aspect of private domain users.

As a mini program, WeChat’s proposition is “use it and go”, which is actually very suitable as an intermediate platform for fast-moving consumer goods or other products. Users can enjoy the products without downloading, and companies can also gain more private domain users of their own.

Of course, in addition to praise, Heytea also has many areas that need to be further optimized. For example, the linkage with the WeChat ecosystem is still a bit stiff. For example, it can also start to create relevant localized communities.

Author: Xiying

Source: Firefly