Success Case Study: Heytea - How a differentiated product became a hot new trend
March 2019
18
About the Report
About the Report
Success Case Study: Heytea-How a differentiated product became a hot new trend
Summary
With globalization, the eating and drinking habits of young Chinese people are evolving and they seek unique and differentiated products. Heytea has designed a differentiated product that became a social media sensation in China. The company uses a unique formulation and innovative marketing strategies to reinvigorate the millennia-old tea tradition among young Chinese consumers.
Though China is a tea-drinking nation, Millennials with growing middle incomes are replacing tea with coffee. Heytea effectively rejuvenated the tea tradition among young Chinese consumers by adding a new ingredient (cheese) and offering it in a to-go format. The company leveraged the popularity of social media apps in China and focused on cross-industry promotions to gain visibility and connect with its target consumer segment.
Scope
- Young Chinese people perceive tea to be an old-fashioned drink and are switching to coffee.
- Heytea used fresh cheese and convenient packaging to position its cheese tea as a "cool" drink among young Chinese consumers.
- The company used innovative marketing strategies to raise brand awareness and connect with its target consumer segment.
- Heytea emphasizes clean-labeling claims to add a touch of premiumization to its product.
Reasons to buy
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
Products
Products
Heytea, cheese tea, bubble tea, cool drink, Chinese Millennial
Companies
Heytea
Starbucks
Pizza Hut
Zhouheiya
L'Oreal
Wedome
Table of Contents
Table of Contents
Table of Contents
1. Introduction
2. What?
3. Why?
4. Take-Outs
5. Appendix
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