(Photo: Highlights of the Anxi Line in Fujian)
On April 26, Heytea, together with China Tea Circulation Association and Fliggy Travel, jointly released 6 new tea drinking and tea cultural tourism routes, including Fujian Anxi Line, Zhejiang Anji Line, Yunnan Lancang Line, Guangxi Zhaoping Line, Anhui Qimen Line, and Hunan Anhua Line. Among them, the Anxi line in Quanzhou, Fujian Province has been built into a new tea drinking and tea cultural tourism route, and has been officially launched on the Fliggy platform, through which consumers can experience a different tea tourism experience. Based on the characteristic tourism resources collected by Heytea and all parties, this new tea drinking and tea cultural tourism route strategy integrates the new tea drink elements loved by young groups such as Heytea store check-in and in-depth tour of Heytea tea production areas, bringing consumers a new travel experience.
Heytea launched the first cross-border tourism industry to launch a tea cultural tourism route, as well as the "First Spring Tea" series of innovative products and activities launched during the spring tea season, injecting more youthful elements into traditional Chinese tea in a younger and interactive way, and continuing to promote the beauty of Chinese tea. At the same time, it also once again shows that Heytea continues to explore the innovative development of traditional Chinese tea and tea culture, constantly leads the development trend of "returning to tea" in the new tea beverage industry, and promotes new tea drinks into the daily life of the public.
Released 6 new tea drink cultural tourism routes to attract more people to experience the charm of Chinese tea
It is reported that Heytea has previously launched the "First Sip of Spring Tea" the most beautiful spring tea garden and joy tea life collection activities, which attracted the enthusiastic participation of more than 30 counties and cities representing the tea industry and tea culture and tourism across the country, and collected the characteristic tourism routes reported by various places. Based on these tourism routes, Heytea has worked with industry organizations and travel platforms to screen and build 6 of them into new tea and tea cultural tourism routes, and display them on the Fliggy platform.
Different from the traditional tourism routes, the new tea drinking tea cultural tourism route strategy is based on the tourism resources of various places, which not only includes the natural scenery of tea gardens, cultural and historical features, tea culture experience tours and other elements with local characteristics, but also integrates the new tea drink elements loved by young groups such as Heytea store check-in and Heytea tea production area in-depth experience, focusing on tea and tea culture, bringing consumers a new travel experience.
The 6 routes include Fujian Anxi Line, Zhejiang Anji Line, Yunnan Lancang Line, Guangxi Zhaoping Line, Anhui Qimen Line, and Hunan Anhua Line. These routes are located in high-quality production areas of traditional famous and high-quality teas, including Anxi Tieguanyin, Anji white tea, Anhua black tea, Qimen black tea, etc., involving green tea, black tea, black tea, green tea and other tea categories. These routes include elements of tea culture from all over the world, such as the Anxi Line in Fujian Province where you can experience the "Anxi Tieguanyin Tea Culture System", which has been recognized as a globally important agricultural cultural heritage, and the Lancang Line in Yunnan Province where you can check in the world's first tea-themed world cultural heritage "Pu'er Jingmaishan Ancient Tea Forest Cultural Landscape".
(Photo: Tea picking experience in Anxi Tea Garden)
In addition, these routes also incorporate elements of new tea drinks, bringing consumers a new travel experience. Taking the Anxi Line in Quanzhou, Fujian Province as an example, the tourist route not only includes popular tourism projects such as experiencing hairpin flowers in Quanzhou Pupu Village, but also focuses on the design of tea and new tea drinks. Tourists can go to the first Quanzhou store of Heytea, go to the Heytea store to drink a cup of tea during the trip, and also go deep into the four seasons of Heytea, the origin of Jinfeng Tea King - Anxi, to experience the picking and production process of tea, and deeply feel the collision of new tea drinks and traditional tea culture. It is reported that Heytea has invited the first batch of users to experience the route in depth from April 19th to 21st by organizing the "Axi Travel Chronicle", and users have praised the charm of tea culture and tourism felt during the trip.
(Photo: Fujian Anxi Line Itinerary)
For the release of the new tea drinking tea cultural tourism route strategy, Wang Qing, president of the China Tea Circulation Association, said: "The tourism route launched this time covers many well-known tea-producing areas in China, and at the same time integrates the elements that young people pay attention to and love such as new tea drinks, which not only innovatively displays the tea tourism resources in various places, but also can attract more consumers to go to the tea garden to experience the fragrance of Chinese tea, and let consumers experience the charm of Chinese tea in a younger way, so as to better implement the overall planning of 'three teas' and promote the high-quality development of Chinese tea." “
(Photo: Anxi Tea Garden Experience)
Heytea's "First Sip of Spring Tea" series of activities ended, innovatively promoting the beauty of Chinese tea
With the release of the new tea drinking tea cultural tourism route strategy, the "first sip of spring tea" series of activities in the Heytea spring tea season, which lasted for more than 2 months, also officially ended. Since February this year, Heytea has opened the spring tea season by launching Chunguang and Jinfeng Tea King series products, and then successively launched the "Drink the First Sip of Spring Tea" The Most Beautiful Spring Tea Garden Collection Activity, Tea Garden Live Broadcast, New Tea Drinking Tea Cultural Tourism Route Strategy, etc., bringing consumers a different spring tea drinking experience, so that consumers can feel the tea quality and the charm of Chinese tea in an all-round way through products, brand activities, tea origin check-ins, etc. Heytea is an important seasonal node in the traditional tea culture of the "Spring Tea Season", promoting Chinese tea and the beauty of tea to more consumers.
(Photo: Heytea launched a series of Chunguang products)
In terms of products in the spring tea season, the new products of Chunguang and Jinfeng Tea King series launched by Heytea have become popular when they are launched, bringing a new spring tea drinking experience. On February 22, Heytea launched the new spring product Chunguang series, thus opening the 2024 Heytea spring tea season. Subsequently, Heytea launched 3 Jinfeng Tea King series products, continuing to bring consumers a variety of spring tea choices. Chunguang and Jinfeng Tea King series products were firmly in the top selling position in the first week of their launch, and continued to sell well throughout the spring tea season, and consumers felt the charm of spring tea drinks through these innovative products.
(Photo: Heytea jointly launched the first sip of spring tea solicitation activity)
Not only products, on March 20, Heytea also joined hands with China Tea Circulation Association, China National Geographic Authentic Customs, and Fliggy Travel to launch the "Drink the First Sip of Spring Tea" The Most Beautiful Spring Tea Garden and Joy Tea Life Collection Activity, calling on more people to go to the tea garden to experience the most beautiful spring in China during the spring tea season, and inject a more vivid user experience into the spring tea season. The event attracted the active participation of many netizens, and the total number of views on social media platforms such as #Drink the first sip of spring tea# exceeded 11 million. At the same time, the solicitation activity also attracted the participation of more than 30 local cultural tourism such as Anxi, Wuyuan, and Huangshan, and released various fancy "whole live" videos on the official account to promote local tea tourism resources. Among them, Wuyuan, Jiangxi Province, released a short video of the county magistrate working as a tour guide in a tea garden and taking netizens to Wuyuan, and the Cultural and Tourism Bureau of Motuo County, Tibet, invited a representative of the National People's Congress to speak for the tea garden in his hometown. After the release of these videos, they were liked by many netizens, promoting the beautiful tea garden scenery and unique tea culture in various places.
(Photo: The solicitation activity triggered the fancy activity of cultural tourism in the tea garden)
In order to let more people feel the charm of tea and tea gardens in the spring tea season, from April 9th to 11th, Heytea held a three-day live broadcast of "taking a sip of spring tea" in the tea garden in Anxi, Fujian Province, so that more people can participate in the spring tea season by displaying traditional tea culture and issuing coupon benefits. In the live broadcast, Heytea invited intangible cultural heritage inheritors to demonstrate the production process of oolong tea, and tea masters to show the rituals of the ancients to drink spring tea, etc., taking users to fully experience traditional tea culture. The cumulative exposure of this live broadcast reached 200 million, and it continued to rank first in the national group buying list on the Douyin platform, and was praised by many netizens.
(Photo: Heytea shows traditional tea culture in Anxi Tea Garden)
Continue to lead the trend of returning to the tea industry and promote the daily use of new tea drinks
Heytea has jointly launched a new tea drinking and tea cultural tourism route, as well as innovative products and brand activities in the spring tea season, which once again demonstrates its continuous exploration of the innovative development of traditional Chinese tea and tea culture. For a long time, Heytea has been using its own brand influence to promote Chinese tea and tea culture to more young people with a variety of innovative means, continue to lead the development trend of "returning to tea" in the new tea beverage industry, and promote new tea drinks into the daily life of the public.
In 2012, Heytea took the lead in applying raw leaf real tea with real milk in the industry, pioneered cheese tea, and created a new tea industry. Since then, Heytea has continued to introduce various traditional famous teas such as Phoenix Dancong and Tieguanyin into new tea drinks, and has self-developed and launched classic teas such as Sijichun, Jinfeng Tea King, and Lvyan. Heytea uses these high-quality tea leaves with milk, fruits and other quality raw materials to innovate and launch new categories such as cheese tea, cheese fruit tea, and refreshing fruit tea. Heytea presents the unique flavor of Chinese tea in the form of these new tea drink products, allowing consumers to experience the charm of Chinese tea in a younger and everyday way.
(Photo: Heytea and Menghualu jointly launched an offline Axi tea shop)
In addition to products, Heytea also continues to use its own brand influence to make more young people fall in love with Chinese tea culture. Previously, Heytea has collaborated with FENDI, Genshin Impact, Su Dongpo, King of Comedy, Menghualu, etc., to inject new elements into traditional tea culture with modern expressions and promote the rejuvenation of tea culture. For example, Heytea previously launched a joint activity with the hit drama "Menghualu", echoing the traditional tea culture elements such as "perilla drinks, tea operas, tea orders, and tea fights" in the play, and launched co-branded products and offline store activities, injecting youthful colors into traditional tea culture with modern creativity.
(Photo: Heytea's selection tea garden in Pu'er, Yunnan)
Heytea also ensures the quality of tea by building its own tea garden and establishing tea standards. At present, Heytea has built and selected more than 7,000 acres of tea gardens in many places across the country. In addition, HeyTea and Shenzhen Institute of Standards issued the "HeyTea Real Tea Standard", once again reiterating the true quality principle of refusing to use flavored tea and instant tea powder, and promoting the industry to enter the era of zero flavored tea. The launch of the new tea drinking tea cultural tourism route can also allow consumers to experience these high standards of Heytea in the way of going deep into the origin of Heytea. Through these measures, Heytea can continue to inherit and innovate traditional Chinese tea with real quality and healthier products, and explore more daily tea drinking and tea drinking culture.