Heytea and Nayuki's Holiday Sales Increase by Nearly 500%?!

New Tea Drinks Continue to Boom During National Day Holiday

According to media reports, new tea drink consumption continued to boom during this year's National Day holiday. Compared with the pre-holiday period, sales at some HEYTEA and Nayuki stores increased by nearly 300%, with individual stores reaching as much as 500% growth. Fruit tea products accounted for nearly 80% of sales.

Data shows that fruit has become a daily necessity, with people's fruit intake rising year by year. Among hot-selling tea drink types, fresh fruit tea products show the most outstanding sales performance. Drinking "fruit" has become a major consumption trend among contemporary young people.

HEYTEA staff said in interviews that during the holiday a single HEYTEA store consumed over 400 kilograms of fruit per day at its peak. Among the classic grape series and the newly launched persimmon products, raw material usage peaked at over 100 kilograms per day, with grapes, peaches and plums being the most frequently processed fruits.

Recently, several HEYTEA demonstration bases, both self-built and co-built, have entered harvest season, including its self-built fragrant lemon base in Guangdong, the Fuping persimmon demonstration base in Shaanxi, the Kyoho grape demonstration base in Liaoning, and the Shine Muscat grape demonstration base in Hubei. This ensures a continuous supply of high-quality fresh fruit and gives consumers superior fruit products. The popularity of these fruit teas is inseparable from HEYTEA's layout in the fruit supply chain.

To meet epidemic prevention requirements and reduce personnel movement, many cities across the country issued initiatives to celebrate holidays locally before the National Day. The booming consumption at HEYTEA stores also reflects how local holiday celebrations stimulated local consumption. While maintaining epidemic prevention measures, HEYTEA stores welcomed even larger customer flows.

According to reports, around 3 PM on October 4th, HEYTEA's WeChat mini-program showed many stores with over 100 drinks waiting to be made, and many HEYTEA stores in Shenzhen, Shanghai, Guangzhou and other cities experienced order overload. Products such as "Persimmon Plenty," "Ayaka Frost Dragon Eye Coconut," "Ayato Water Shadow Dragon Eye Coconut" and "Extra-large Bucket of Peach and Plum" became best-sellers, topping the sales charts in various cities.

The fruit in fruit teas is processed by hand through the "fruit transparent window" in stores. Through these windows, customers can see staff peeling and mashing fruit, displaying the processing of each piece of fruit to consumers. Drinking HEYTEA has gradually become a new choice for more and more people.

Nayuki's Bottle Tea Success

Since its launch in late September, Nayuki's tea has also maintained high popularity. After setting records of 10,000 cups sold in 8 minutes and 500,000 cups in 3 days, its popularity did not wane during the Golden Week, with cumulative sales approaching one million cups, becoming another million-hit product after Nayuki's "Domineering One-Liter Peach."

Nayuki's bottle tea, "Nayuki Fruit Tea," one of its three major business segments, also saw significant sales growth during the National Day holiday thanks to its health positioning, which uses monk fruit juice as a natural sweetener. The new Nayuki Duck Shit Fragrance Lemon Tea, a bottled tea, showed the largest sales increase, with cumulative sales of nearly 4 million bottles in South China alone since its launch on September 28th.

Price Reduction Strategy

This year HEYTEA announced price reductions for some products, including pure teas reduced by 3-5 yuan, 5 fruit teas reduced by 2-3 yuan, and cheese teas reduced by 1 yuan. It subsequently announced that it would no longer launch drinks above 29 yuan within the year and promised not to raise prices on existing products. Following HEYTEA, Nayuki also promised to launch one new product under 20 yuan each month, focusing on real quality at a fair price.

Regarding tea drink price reductions, some analysts say this is a "dimension reduction strike" against mid-to-low-end tea brands. Other analysts point out that as the tea drink track enters a stage of stock competition, high-end brands' price reductions aim to stimulate consumption through profit sharing, capture broader consumer groups and achieve small profits but quick turnover.

Consumer Trends and Future Development

This holiday drove consumption development in many regions. While consumption data grows, it also reveals changes in consumer demand. Health, quality, extreme cost-effectiveness and diverse product forms are all areas where new tea drinks need to continue to deepen their focus.

Image source: Internet

FrontStreet Coffee Recommendation

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