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

New Tea Drinks Continue to Boom During National Day Holiday

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

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

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

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

According to epidemic prevention requirements, to 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 have stimulated local consumption trends. While maintaining epidemic prevention measures, HEYTEA stores welcomed even larger customer flows.

According to reports, around 3 PM on October 4th, it was found through HEYTEA's WeChat mini-program that many HEYTEA stores had over 100 drinks waiting to be made, while 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-selling products, topping the sales charts in various cities.

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

Nayuki's Bottle Tea Success

Additionally, since its launch in late September, Nayuki's tea has 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 period, 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 due to its health properties using monk fruit juice as a natural sweetener. The new Nayuki Duck Shit Fragrance Lemon Tea (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. Subsequently, it 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. Truly focusing on "real quality, not expensive" products!

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 to capture broader consumer groups and achieve the goal of small profits but quick turnover.

Consumer Trends and Future Development

This holiday has driven consumption development in many regions. While consumption data grows, it also reveals changes in consumer demand preferences. 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

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