Shocking! HEYTEA Partners With "The Legend of Zhen Huan"!!

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HEYTEA is making waves again! Recently, HEYTEA's official Weibo and public account officially announced the launch of co-branded products with the classic TV drama "The Legend of Zhen Huan." Currently available in all stores, the two new products are named "Zhen Fruit · Big Orange Drawing Pear" fruit tea and "Zhen Milk · Snow Brewed with Jade" milk tea.

The mini-program shows that both are priced at 18 yuan, truly embodying HEYTEA's product philosophy of "real quality, not expensive." Currently, purchasing a new drink comes with a co-branded gift. Moreover, delivery is free on Mondays, accompanied by themed atmosphere decorations in stores and surroundings, along with a series of co-branded activities that have attracted many consumers.

"The Legend of Zhen Huan," watched more than three times, belongs to a national-level TV drama. With its outstanding plot, exquisite performances, and foundation in Chinese culture, it has remained popular for over a decade. Whether through fan creations or leveraging its popularity, it can always achieve considerable traffic. In recent years, the fan creation trend of "The Legend of Zhen Huan" on various platforms has been extended to interpersonal relationships, workplaces, and various aspects of daily life, giving rise to many internet memes.

It is understood that this is also the first time "The Legend of Zhen Huan" has crossed boundaries to collaborate with a new tea brand. Perhaps based on the deep cultural alignment between both parties in Chinese culture, HEYTEA's collaboration with "The Legend of Zhen Huan" continues to enrich the connotation of the TV series and adds new cultural experiences to the cross-industry approach of new tea brands.

On October 21st, HEYTEA's official Weibo account posted a message saying "Work's over, stop watching (pat on the shoulder)," accompanied by a picture of HEYTEA employees watching "The Legend of Zhen Huan," holding a new product that hadn't been seen before, with an ancient-style sticker on it. Looking at HEYTEA's replies to netizens' comments below, one could roughly guess that another new move was coming.

Therefore, before the official launch, when HEYTEA hadn't officially announced any news, some people already "heard" about it clearly. As early as two days ago, social media platforms were frantically spreading this news, as if afraid that someone might not know about "The Legend of Zhen Huan" collaboration. Now, it's really here.

Previous Successful Collaborations

This isn't the first time HEYTEA has collaborated with a TV drama. On the last day of June this year, HEYTEA took the lead in launching co-branded products with the popular TV drama "A Dream of Splendor" nationwide—Menghua Tea Xi · Dian Cha and Perilla · Pink Peach Drink. These two products also followed a low-price route, priced at 19 yuan and 15 yuan respectively.

On the day of launch, nearly 300,000 cups were sold. Due to the excessive number of orders, the official mini-program crashed several times, and some stores ran out of ingredients and closed early. This collaboration even reached the fourth spot on the trending topics list. This was the first cross-industry collaboration between HEYTEA and even the new tea industry with a popular TV drama, presenting very rich creative approaches.

Expanding to Gaming Collaborations

In addition to TV dramas, in September this year, HEYTEA also collaborated with the most popular game of 2021, "Genshin Impact," to launch co-branded limited edition drinks. The activity sparked heated discussions as soon as it was announced and immediately ranked first on Weibo recommendations that day. Two co-branded products were launched: "Ayato · Water Shadow Longan Coconut" and "Ayaka · Frost Longan Coconut."

At the same time, HEYTEA also launched co-branded bottled juice tea with themed packaging as an online activity. In response to this online activity, players' participation enthusiasm was extremely high. At 12:00 on September 5th, HEYTEA x Genshin Impact co-branded juice tea officially went on sale. By 12:59, the first batch of inventory was already sold out. HEYTEA's official platform HEYTEA Go and Taobao both removed the co-branded products, while other e-commerce channels also opened pre-sale models with shipping within 30 days.

HEYTEA's Marketing Strategy and Future Outlook

Looking at HEYTEA's past actions, the brand often carries out collaborations, and recently has been particularly active—establishing a "transparent window for fresh fruit peeling," limited-time "avatar changes" on social platforms when launching new products, collaborating with fans, and launching the first "A Xi Full Body Image Collection Contest." To date, #HEYTEALogoFullBodyImage# and #A XiFullBodyImage# have received over 500 million exposures across the internet. What kind of results will this collaboration with a national-level TV drama bring? What will be the next move?

Image source: Internet

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