Recently, the official announcement of Xicha and the "Black Tea" limited project launched by Fujiwara Hiroshi, the godfather of the trend, have aroused strong concern among consumers. As the pioneer and leader of new tea drinking, the spirit of the Heetea brand has always contained "inspiration and coolness"; as the godfather of Asian trends and the creator of multiculturalism, Fujiwara Hiroshi is a generation of phenomenal street culture icons (i.e., idols). The two sides jointly came out, quickly exploded the whole network, and triggered a round of inspiration for secondary creation (hereinafter referred to as the second creation) trend.
Set off a wave of inspiration and two creations, and Xi Tea opened a new phenomenon of new tea drinking joint names
After the joint official announcement of Xicha and Fujiwara Hiroshi, they quickly swept the major platforms. On the first day of the launch, the topic #Heecha Fujiwara Hiroshi was jointly named # on weibo hot search list, and the topic was read more than 27 million times. "Black Tea" special new product "Cool BlackBerry Mulberry" special tune, as of April 19 sales have exceeded 1 million cups. The two tea slag cups are jointly named around the "Tea Residue Inspiration Accompanying Cup Set" and "Tea Residue Inspiration Art Cup Set", whether it is the first launch of the Hi Tea Video Number Membership Day live broadcast, or the official sale on April 15, it is a second-short state.
In addition to the popularity of sales, on platforms such as Xiaohongshu and Weibo, the joint products of Xicha and Fujiwara Hiroshi have also triggered a wave of inspiration and second creation. After purchasing cool blackberry mulberry, many consumers give full play to their inspiration and creativity, leaving the joint black beverage cups, packaging bags, and insulation bags for all-round secondary creation. For example, drink cups have been converted into vases and pen holders, and insulated bags have been changed into backpacks, tissue boxes, etc., becoming trendy items that can be recycled every day.
Some users share erchuang content on social platforms
Under the co-creation with consumers, Heytea has created a new trend of brand interaction with consumers. Brand co-branding also bid farewell to the temporary impact, became immersive and continuous, and stimulated consumers' sense of participation, value and surprise. With the active participation of users, the product is no longer just a product, but also a display of its own personality attitude, and this joint name that integrates into the lifestyle has indeed achieved "making tea cooler".
In addition, the large number of UGC (i.e., user-generated content) content created by the cooperation has also helped Fujiwara Hao to achieve in-depth interaction with Chinese consumers, allowing Fujiwara Hao to further expand his influence in a wider group of people in China and "break the circle" among more Chinese consumers. This is also something that has not appeared in the previous joint event between Fujiwara Hiroshi and the brand.
Behind the joint name out of the circle, how did Heecha and Fujiwara Hiroshi win?
In the era of information excess, superficial marketing forms and gimmicks have been difficult to impress consumers, and Heytea's joint name this time has won with the ultimate product and design.
From the product point of view, the joint name of Heytea is not a formality, and the high quality and affordability of the special "cool blackberry mulberry" are the basis for this joint name. "Cool Blackberry Mulberry" uses the fresh fruit of the current season mulberry, the bright black color echoes the joint theme of this joint name, and the bursting juice feeling of hand peeling fruit grains and sweet strawberry pulp wrapped is also in line with the perception brought by Fujiwara Hiroshi's "lightning" element in taste.
The joint packaging material design is also very careful, the "Cool Blackberry Mulberry" used in the beverage cup, cup cover, paper bag, insulation bag has undergone repeated adjustment process: after communicating with Fujiwara Hirokata the basic cup type and design process, Heytea based on the capacity, cup type, as well as material appearance effect, printing process and color ratio and so on for many physical proofing and development. In addition to echoing with special products, details such as the relationship between the drink cup and the cup sleeve, grip and so on have also been repeatedly examined. It is Xicha's pursuit of inspiration and extremes that lays the foundation for user recognition. The overall price of 19 yuan for the drink was jokingly called "the only Fujiwara Hiroshi who can afford it" by netizens.
Joint products of Heytea and Fujiwara Hiroshi (file photo)
At the same time, the joint packaging materials are a good integration of the brand imprint of Heytea and the trend culture color of Fujiwara Hiroshi, which adds the value of preservation and collection, and stimulates the user's sense of active participation, so that they are willing to play more practical value of packaging materials such as drink cups through their own two creations.
In addition, this two-innovation trend also reflects the environmental protection concept of Xicha. Heytea has always encouraged users to make secondary use of packaging materials, and previously Heytea glass bottles and citrus bottles have also been loved by users because of their textured shape, quality and practicality, triggering inspiration for transformation and reuse.
Some users make secondary use of Heytea packaging materials
The two tea slag cups in the joint surrounding area also pay attention to practical functions at the same time, using the first degradable tea residue material process in China to truly implement environmental protection. The outer layer of the tea residue inspiration accompanying cup is shaped by the biodegradable tea residue hot pressing process, which freezes the natural touch and unique texture of the tea residue, making each accompanying cup unique creation. Tea residue inspiration multi-functional art cup set is multi-purpose, the hidden black pottery three-string cup can be used to pour tea and tea, and the peripheral bobo cup container can be used as a long-term diffusion container.
Joint products of Heytea and Fujiwara Hiroshi (file photo)
Stand out from the joint name, product strength and design power to achieve brand power
Nowadays, with the increase of the actions of different brands, the problem of homogenization is difficult to avoid, and Heytea hopes to use inspiration to bring the public a different joint experience, and the joint name activities launched are not only closely in line with the brand tone of Heytea, but also follow up with the user's two-creation trend to interact and effectively occupy the user's mind. Previously, the co-branding of Heytea Succulent Qingti IP, as well as the co-names with Adidas original and AAPE, all showed the coolness and inspiration of Heytea itself.
Behind the many times that Heytea co-branded out of the circle is heytea's extreme requirements for brand co-branding and not blind obedience. Taking the joint name of Heetea and Fujiwara Hiroshi as an example, Hee tea chose Fujiwara Hiroshi, who is in line with the tonality of the brand, as the joint object, and reached cooperation with the pursuit of inspiration and coolness between the two sides to achieve the integration of trend culture and tea culture, so as to truly realize "making tea drinking cool".
Heytea's solid product strength and design power make the inspiration of the joint name accurately interpreted. As the pioneer and promoter of new tea drinks, Heytea has accumulated rich experience in product research and development based on inspiration. At the same time, Heytea has always put the ultimate aesthetic throughout the design links from product packaging to offline stores.
The good interaction between Heytea and consumers has greatly enhanced the user's favorability and brand stickiness, laying the foundation for the emergence of large-scale erchuang. Through cross-border joint activities, Xicha further promotes the integration of its own brand into people's daily lives, so that the brand's influence can be extended for a long time in a larger scope, and finally realize the accumulation and improvement of brand potential.
Wen Beibei