HEYTEA launches new brand strategy

Heytea has reduced its prices again!

When hearing the news, the circle leader expressed great support! After all, there are so many milk tea brands, I support everyone to roll up! (Fight)

So how do you reduce the price specifically?

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1. No more drinks priced above 29 yuan will be launched this year

2. Currently, there are no drinks with prices starting with 3 on the Heytea standard tea menu

Standard tea means the default configuration. If you want to add ingredients, there will be a different price.

In order to confirm the price reduction, the circle leader went to Heytea’s mini program and found that there were indeed no drinks starting with 3. Alas, it seems that Heytea is serious about the price reduction.

Some netizens questioned whether Heytea would cut corners to reduce costs. Heytea responded that it would add two new cup types. The liquid capacity of the standard cup would be reduced proportionally, but the fruit pulp would not change.

Concentrated, but the taste remains the same. . .

Facing the price cut of Heytea, the circle owner looked at the comments of netizens and it seems that a large number of people were not very surprised, and some even complained:

Don't be too clever.

This is the second time that Heytea has adjusted its prices. Heytea had also reduced prices once before, and the prices of drinks were appropriately lowered.

The first price reduction guide compiled by netizens, please delete if infringed.

The cheapest item can even be bought for 9 yuan.

And in the ordering process of Heytea, there is also an option of "want affordable price", which is very considerate!

In the opinion of the circle leader, Heytea’s successive price cuts are actually a targeted brand strategy.

From a macro perspective, many milk tea brands have started to raise prices since last year. For example, Cha Yan Yue Se was severely criticized by netizens. .

This is also related to the overall environment of the milk tea industry, such as the increase in raw material costs. However, the 20 yuan per cup of milk tea made many netizens say: "It's unnecessary" and "I can't afford milk tea anymore."

The competition in the milk tea industry has always been fierce, and many brands have entered the milk tea industry:

China Post

High-speed rail milk tea

The track is crowded and homogeneous. As soon as one brand launches a new flavor, other brands follow suit the next second.

In order to get rid of homogeneity and gain attention, many brands have even started competing in flavors and packaging:

Roast duck milk tea

Hotpot Milk Tea

Liushen Milk Tea

Spicy milk tea

Back to Heytea, as a leading brand in the milk tea industry, facing such a big environment, it chose to lower prices against the trend mainly for three reasons:

1. Change the brand's inherent image and enhance brand favorability. Many people have the impression that Heytea is "expensive milk tea". In the general environment of price increases, choosing to reduce prices can help consumers have a better impression of the brand.

2. Attract price-sensitive consumers. The 30 yuan per customer is the watershed of milk tea. Milk tea brands with an average customer price below 30 yuan include Coco, Yidiandian, Guming, etc. Heytea's target customer group is mainly young people in first- and second-tier cities, and the growth of this group has an upper limit. Heytea's choice of price reduction is to further expand its consumer group and develop towards third- and fourth-tier cities.

3. The current milk tea industry is closely tied to the new generation . Nayuki’s Tea has been listed on the market, and the affordable Mixue Bingcheng has also received an investment of over 2 billion yuan from capital institutions. From an industry perspective, price cuts are intended to squeeze out the market share of peer brands.

As for some Heytea fans online who believe that price cuts will reduce Heytea's revenue, and are rushing to sell more just to gain brand favor, the circle leader feels that this is unnecessary. After all, Heytea's supply chain has strong bargaining power, so it dares to do the opposite. The brand will not fight a battle that has no benefits.

This time, Heytea proactively lowered its prices to tear off its inherent labels, which is also a signal to other brands that a new round of internal competition in the milk tea industry is about to begin.

However, for us consumers, there is no need for milk tea to become a high-consumption product. After all, when ordering a cup of milk tea, we have to consider the packaging fee, the minimum delivery price and the delivery fee!

Okay, let’s talk about this today. What do you think about Heytea’s price reduction?