Although cross-border co-branding of new tea drinks has become common, it is rare to see that "FENDI+Heytea" is as popular as these two days. "FENDI Yellow" can be seen everywhere in the circle of friends and Xiaohongshu, Xiaomi founder Lei Jun shared on Weibo, and the counters of Heytea stores are almost all occupied by new products.
On May 18th, Yinpersim Finance squatted on the Heytea GO Mini Program to try to buy the new drink "FENDI Joy Yellow", and at the beginning of business hours (10:00), the Mini Program had many abnormalities, showing that the access was busy, and when it could be used normally, the bundled packages around the tie-in were shown to be sold out.
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At noon, Yinpersim Finance came to a Heytea store in Hangzhou, and there was no long queue in the store, and the flow of customers was small. But the counter was full of drinks, mostly online and takeout orders. The takeaway brother waiting on the side told Yinpersim Finance that he had a total of 24 cups in this order, all of which were new products.
The clerk at the store said: "It's been a long time since I've been so busy. The coasters and badges were sold out yesterday, and now that the raw materials for the new product have run out, they can't be made. It will not be available until it is replenished later. If you want to order other drinks, you will have to wait at least forty or fifty minutes. ”
Previously, Heytea announced that it cooperated with luxury brand FENDI to launch a joint drink "FENDI Joy Yellow", which uses yellow fruits such as mangoes, fresh oranges, passion fruits, etc., priced at 19 yuan per cup, and also launched two "limited joy" packages of 38 yuan, with coasters, badges, handbags printed with the FENDI logo and other peripheral products in addition to the two drinks. New drinks and merchandise will be available from May 17 to June 16. On the second-hand trading platform, many users are already selling these peripherals, and the price of badges + paper cups + paper bags is about 50 yuan.
In this regard, Zhou Ting, president of the VIP Research Institute, pointed out that from the current market feedback, this is already a very successful cross-border joint cooperation. Both parties have obtained a lot of traffic, which for Heytea directly promotes the sales of the product and takes the opportunity to enhance the brand image; For FENDI, there is an opportunity to expand into new customers.
In fact, before this collaboration, Heytea had also cooperated with IP such as Hiroshi Fujiwara, "Menghualu" and "Genshin". Among them, Heytea and "Menghualu" joint products "Shiso Pink Peach Drink, Menghua Tea Xi Dian Cha" sold 300,000 cups on the first day, and Heytea and "Genshin" joint related topics have also "dominated" hot searches many times.
Through the popularity of co-creation, it is not only Heytea that promotes its own drinks. Since the beginning of this year, Nai Xue's tea has co-branded with IP such as "Wulin Gaiden" and "Chinese Qitan" to launch a variety of limited milk tea and peripheral products, and Luckin has also co-branded with Coconut Tree Group, "JOJO's Bizarre Adventure" and "Doraemon".
However, the research of consulting firm Frost & Sullivan believes that co-branding with various brands can only bring short-term market popularity and unsustainable ultra-high turnover, and if you want to survive in the ready-made tea market for a long time and gain a place, you still need to rely on the taste and reliability of the product itself.