From an alley called Jiangbianli in Jiangmen, Guangdong Province, to more than 60 cities today, Xicha, as the pioneer and promoter of the new tea industry, has been committed to providing consumers with the ultimate products and services, and leading the industry to continuously upgrade.
In recent years, Heytea's exploration of the development path of new tea drinks has become more and more mature. Relying on its strong product research and development strength and supply chain capabilities, Heytea has continuously launched high-quality tea products, creating a phenomenon-level new tea consumption boom time and time again; at the same time, Heytea has also integrated different urban cultures through unique design, created a store space rich in urban cultural core, created a new consumer experience for consumers, and set a benchmark for the healthy development of the whole industry and contributed experience.
Products, leading the direction of industry research and development
As a pioneer in the new tea industry, Heytea pioneered cheese tea, which not only allows consumers to see a new form of tea drinking, but also creates a new consumption track. Since then, Heytea has continuously promoted the development and progress of the industry with product innovation. In the past few years, under the promotion of The continuous launch of new tea products by Heytea, the product supply of the entire industry has been continuously innovated, and the new tea industry has thus won the recognition and favor of consumers in the whole society.
Through continuous product research and development, Heytea has successively launched a number of popular series of drinks such as "Qingti" and "Yellow Peel" this year, providing innovative experience for product research and development in the industry.
For example, after the ultimate product research and development in August this year, Heytea launched a new product that makes consumers and the industry shine - a derivative version of the classic drink succulent grapes - Qingti series of drinks. The series continues the inspiration of succulent grapes, including Zhizhi Succulent Qingti, Snow Mountain Succulent Qingti, Succulent Qingti Oil Citrus, Qingti Tyring And other products, with the widely loved Sunshine Rose Qingti as the main fruit raw material, respectively, with Snow Mountain Cream Top, Oil Citrus Juice and other tea attraction elements, bringing consumers a fragrant aroma and sweet taste drinking experience.
It is understood that the Qingti series of drinks launched by Xicha this time broke the seasonal restrictions and were supplied online throughout the year, continuing to bring sunshine rose flavor to consumers. To this end, Xicha has searched through China's major Qingti production areas, with a latitude spanning nearly 20 degrees, and selected the best fresh fruit production areas in the season according to the season to ensure the continuous supply of Qingti throughout the year.
In addition to digging deep into the possibilities of high-quality fruits, Heytea also tries to dig up more "treasure" fruits, and according to the respective flavor characteristics of the fruits, it continues to polish the product recipe and production process until it creates a product that has both a good taste and meets the tastes of the public. For example, since the beginning of this year, Xicha has repeatedly brought regional fruits to the public, and has detonated fruits such as Harumi citrus, oil mandarin, perfume lemon, etc., which not only enriches consumer beverage choices, but also provides ideas and experiences for product research and development in the whole industry.
Guarantee and promote the standardization of the industry
In 2012, Heetea took the lead in using fresh raw leaf tea and cheese to create cheese tea, creating a new tea drinking track while also making the use of high-quality raw materials a new standard in the industry. Taking this as a starting point, in order to bring consumers more extreme products, Heytea has been focusing on consolidating the supply chain, constantly improving and optimizing the quality and supply of raw materials, and further driving the improvement of raw material quality in the whole industry.
Providing a self-built agricultural product planting cooperation base, Heytea has continuously improved the quality of raw materials for its own products, while also making the industry attach more and more importance to product quality.
For example, in 2017, Heytea launched the first generation of the taro series for the first time. To this end, Xicha directly went to the taro production area to purchase fresh taro, and then according to the product standards, developed a taro puree raw material processing formula, and found a professional taro processing enterprise for reverse customization, producing taro puree raw materials suitable for the needs of new tea products.
After finding high-quality raw materials, Heytea visited high-quality taro planting bases in Guangxi, and reached a planting base co-construction agreement with suppliers to influence the planting of upstream raw materials with the high standards of new tea drinks. Recently, Heytea's popular series of drinks such as "Raw Coconut" and "Tyrannosa Family" are also selected and produced in a similar mode, ensuring that Heytea can continue to supply high-quality tea products for consumers at the raw material supply level.
In addition to the supply of high-quality raw materials, Heytea also provides another guarantee for its products in terms of food safety. Heytea Innovation has created a full-link food safety management system that provides security in all aspects of R&D and design, procurement, warehousing and logistics, store production and sales, product delivery, and customer feedback. In addition, Heytea has also specially set up the position of "Food Safety Commissioner", and the food safety standards formulated have been implemented in the store through "training, inspection, tracking" and other methods, so that consumers can enjoy Heytea products with more peace of mind.
Under the efforts and demonstration of Heytea, the selection of raw materials, self-built supply chain, strict food safety, has become a common practice in the industry, the new tea industry in recent years continue to improve and upgrade, and show a healthy and stable momentum of development, there is no doubt that these are inseparable from the active promotion of Heytea.
Space, upgrade the industry consumption experience
With the maturity of the new tea market, consumers have gradually shifted from the traditional basic functional needs such as thirst quenching, taste satisfaction, and stress relief to the new era of personalized consumption experience of "experience + social" and "product + brand". To this end, Heytea has created a new consumer experience for consumers with its inspired design store space, and has once again become a model and demonstration for the whole industry.
Heytea uses innovative techniques to highlight the cultural and spiritual core of the city where the store is located, creating a new consumer experience for consumers. The picture shows the Qianmen Street store in Beijing.
Since the beginning of this year, Through its unique design, Xicha has integrated different urban cultural elements to create store spaces rich in urban cultural cores in Chengdu, Xi'an, Beijing, Shenzhen, Wuxi and other places, trying to integrate more local elements into the design of newly opened stores, exploring the localization expression of new stores, and striving to create a familiar and unique consumer experience for consumers everywhere.
Up to now, Xicha has built special stores in chengdu's kuanzhai alleys, Xi'an ancient city wall, Beijing Qianmen Street, Wuxi South Long Street and other landmark historical districts, through deep integration with local culture, with innovative modern techniques to highlight the cultural and spiritual core of the city where the store is located. For example, the façade of the building of Xicha Beijing Qianmen Street store continues and maintains the original characteristics of the old Beijing ancient architecture, and the interior is inspired by traditional architectural elements such as tenons and beams and columns, and recreated in a modern design language; Xicha Xi'an Yongningli store is located near the Yongning Gate of Xi'an Ancient City Wall, the store appearance is full of modern atmosphere, and at the same time it is cleverly integrated with the surrounding antique buildings.
Through the exploration of store localization, Heytea has created a number of store spaces that integrate modern style and the core of local urban culture. Many consumers share their beautiful experiences in the above-mentioned Xicha stores through social platforms such as Douyin, Xiaohongshu, and Weibo. This attempt by Xicha not only enhances the company's ability to serve consumers, but also provides lessons for the renewal of business districts in various places, the development of urban consumer economy, and the improvement of consumer experience in the whole industry.
Text/Wang Ziyang Image source Courtesy of the enterprise
Edited by Li Yan Proofreader Li Shihui