Heytea launched the "New Tea Tea Drinking Tea Cultural Tourism Route", which is to get involved in the tourism industry?
On April 26, Heytea officially announced that it had jointly released 6 "New Tea Drinking Tea Cultural Tourism Routes" with Fliggy Travel and China Tea Circulation Association, including Fujian Anxi Line, Zhejiang Anji Line, Yunnan Lancang Line, Guangxi Zhaoping Line, Anhui Qimen Line, and Hunan Anhua Line.
Among them, the "Fujian Anxi Line", as the first tourism route with the theme of new tea drinks, has been officially launched on the Fliggy travel platform.
This matter has also attracted the attention of many netizens, and related topics have appeared on the hot search. Netizens said: "See you for a long time, Heytea still engages in tourism?" "Is this the same tea garden that can go to Heytea?" "It's amazing, I want to go!" "It's too rolly, drink a cup of milk tea and drink it to the base camp hahaha......"
It is not uncommon for new tea drinks to cross borders, but Heytea actually started tourism, and it is the first time in the industry that it has seriously planned the route, integrating tea culture and tea experience into play.
Fujian Anxi line itinerary
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Heytea pioneered the integration of tea cultural tourism
What's in it?
It can be seen from the travel route on Fliggy that the relationship between Heytea and this trip is not simply named or revealed, but accompanied from beginning to end.
Different from the traditional tourist itinerary, this route is themed on new tea drinks, and the highlights are:
Not only can you go to the hot tourist destination Pupu Village, experience the traditional culture of intangible cultural heritage hairpins, visit the historical buildings and ancient streets of Quanzhou, but more importantly, check in the first store of Heytea Quanzhou to feel the collision of traditional and modern tea culture, and trace the origin of the same tea of Heytea - Anxi, Fujian, go deep into the tea garden to experience tea picking and tea making, and feel the birth of a piece of tea.
Fujian Anxi line itinerary
This series of itineraries comprehensively presents tea culture, local culture and new tea culture.
The core lies in "tea", which is the export and dissemination of Chinese tea culture, the mutual integration of traditional and new tea drinks, and the subtle and imperceptible consumer realization of the value of from a piece of tea to a cup of tea.
Experience tea making
At present, the tourism industry is booming, but for young people, the traditional way of getting on the bus to sleep and get off the bus to take pictures is no longer popular.
From the perspective of cultural tourism, Heytea brings a unique walking experience, which can better meet the spiritual demands of young consumers, and also creates another possibility for the cross-border diversified exploration of the tea industry.
In fact, after Heytea, more tea brands have launched related actions such as "tea origin tourism" and "tea + tea research". Heytea's attempt to let everyone see that there are many stories to be extended in the tea industry by integrating cultural tourism and returning to tea itself.
Tea plantation tourism
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Explore the cultural tourism route
Heytea has long been "premeditated"
Tea, as the most important element of new tea drinks, mainstream brands are doing to promote tea culture.
For example, inviting tea masters to endorse, applying for awards for tea, filming documentaries in tea-producing areas, holding tea tasting activities, etc., these measures are certainly very good, and they have completed the "tea enlightenment" for the general public, but I always feel that consumers are still one step "away" from tea.
Heytea deeply integrates its own products into the tourism route, so that consumers can get in touch with tea, understand how tea is born, and how a cup of tea is made, completing the most important link between consumers and new tea drinks.
Let consumers see the tea garden, feel the good quality, and produce a good impression. In this step, we can say that Heytea will deeply penetrate its product mind into the hearts of consumers.
Looking back, starting from this year's spring tea season, Heytea has done a lot of different dimensions around the "first sip of spring tea".
01 Self-developed blending upgrades the tea base to reflect the fresh fragrance of real tea
Heytea Chunguang series products are new
The first is the product. Since February, Heytea has successively launched new "Chunguang" and "Jinfeng Tea King" series products, based on the classic "Four Seasons Spring, Jinfeng" tea, and the product types cover refreshing fruit tea, light milk tea and cheese tea.
The "Four Seasons Spring and Golden Phoenix" used this year is a new tea that Heytea has spent more than 3 months researching and upgrading its blending formula, and with different forms of tea products, it has brought a fuller and three-dimensional tea fragrance experience.
Judging from the recent new Heytea products, there is a key point: the return to tea. The transformation of new tea products covers many aspects, such as structural innovation, iteration of raw materials, and the combination of special ingredients and niche fresh fruits. And we see that Heytea is an innovation of "tea".
This innovation is not to change the tea variety, but to develop the tea blend recipe by itself, so that better and more suitable tea can be used for one's own use.
02 Interact with consumers and return to the field from the modern city
The topics related to the solicitation activity have been read by more than 10 million
On March 20th, HeyTea, together with China Tea Circulation Association, China National Geographic Authentic Customs, and Fliggy Travel, jointly launched the "Drink the First Sip of Spring Tea" Most Beautiful Spring Tea Garden and Joy Tea Life Collection Activity, inviting more netizens to share the beautiful scenery of the tea garden around them and the joyful moments related to tea in daily life on social media platforms.
This activity attracted the active participation of netizens, and the social media platform #DrinkFirst Sip Spring Tea#, #最美春天在茶园#等话题阅读总量超1100万.
The solicitation attracted the participation of cultural and tourism departments in many places
In addition to netizens posting videos of tea garden check-ins, tea and cultural tourism government departments from more than 30 places participated, and released various fancy "whole live" videos on the official account to promote local tea tourism resources.
In addition, Heytea also held a three-day live broadcast event in Anxi Tea Garden, Fujian Province, "moving" the live broadcast room into the tea garden, so that tea can be presented directly to consumers, and more people can participate in the spring tea season by showing traditional tea making, tea drinking ceremonies and coupon benefits.
Tea garden live
According to statistics, the cumulative exposure of the live broadcast of the tea garden 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.
Heytea uses these different and new forms of interaction to return a cup of new tea from the modern city to the field, and uses modern means and young and trendy thinking to present the integration and convergence of traditional and new tea culture in an all-round way.
Heytea should not only allow consumers to drink "real tea and real fragrance", but also let them experience Chinese tea in a younger and everyday way.
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"Return to tea" has been rolled to new heights
Since last year, the tea industry has been starting with tea, looking for a breakthrough in new tea drinks, and "returning to tea" has become a major trend that all brands in the industry have been aware of.
But each brand has its own understanding of how this trend develops, and everyone is also doing different explorations.
At the product level, light milk tea, which is constantly chasing fragrance, raw leaf fresh milk tea with 0 flavor, and in terms of store model, leading brands have launched independent tea houses with tea as the highlight.
Hey Tea Tea House
Previously, Heytea has also carried out in-depth exploration in these aspects. For example, last year, Heytea launched a new format "Heytea Tea Fang", which upgraded the existing milk tea category in the industry with innovative products such as fresh extract, tea buchino.
Taking the return to the original taste of tea as the starting point, we explored and innovated the multiple forms of tea, captured a group of young consumers, and even attracted consumers in the surrounding areas to check in across the city. This also shows that the new tea drink has continuously driven the current consumers to start the in-depth study of "tea" with its own efforts.
This time, Heytea has amplified its forward actions and launched a new tea drink cultural tourism route based on the tea supply chain, bringing the consumer experience to a new height. It allows consumers to experience the charm of Hey Tea and even Chinese tea in a more direct way, and also provides a new direction for the industry to explore "return to tea".
The "Drink the First Sip of Spring Tea" activity continues to explore the new direction of "Return to Tea".
Of course, this new direction still requires a certain amount of accumulation from brands, and not every brand can try it. After more than 10 years of development, Heytea has launched many popular tea drinks with R&D strength at the front end, and has completed the supply chain layout at the back end, ensuring the quality of tea by building its own tea garden, self-researching tea formulas, and establishing tea standards.
Previously, Heytea also issued the "HeyTea Real Tea Standard" with the Shenzhen Institute of Standards, 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.
Hey Tea Pu'er Tea Selection Tea Garden
These measures ensure that Heytea can continue to inherit and innovate Chinese tea with real quality products, and also allow Heytea to open the tea production area to consumers, and use the "new tea drink cultural tourism", which is a trendy and more suitable way for young people, so that they can check in and experience and feel the quality of tea raw materials.
From this point of view, Heytea leads the trend of "returning to tea" in the industry, and it is also accumulating consumers' trust in new tea drinks, so as to truly promote new tea drinks into the daily life of the public.