HeyTea collaborates with WPS! "Go to Hey on Monday" first makes netizens' minds wander

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HEYTEA's Collaboration Frenzy: From "Dream of the Red Chamber" to WPS Office

This year, HEYTEA's collaborations have been incredibly numerous. Even netizens have been joking: "Even the donkeys on the production team aren't as productive as HEYTEA," and "Do your designers never experience creative bottlenecks?" In the industry, HEYTEA has even earned the title of "Collaboration Maniac."

Yesterday, HEYTEA and WPS Office jointly launched the "Monday" series limited-edition surprises. The collaborative limited-edition cup sleeves and badges were rolled out nationwide on November 14th and 21st respectively. At the same time, HEYTEA elements officially entered the WPS Docer Mall, where all HEYTEA material templates are available for users to download for free, including multiple templates, icons, and ready-to-use materials, injecting fun inspiration and infinite vitality into PowerPoint presentations.

Cultural Collaborations and Chinese Aesthetics

Since the second half of this year, HEYTEA has successively collaborated with the popular drama "Dream of the Red Chamber" and the renowned dance-poetry drama "Only This Green," continuously launching Chinese-style inspired expressions that blend Chinese tea culture and calligraphy art. Additionally, with "Empresses in the Palace," a drama that has been aired for over a decade but remains incredibly popular, HEYTEA has absorbed and presented its refined Chinese lifestyle aesthetics, conveying HEYTEA's unique "Chinese Inspiration" style. Besides these, there have been collaborations with 3CE, Genshin Impact, and more... with domestic popular culture IPs accounting for a relatively high proportion.

Connecting with Office Workers

This collaboration with WPS Office, a user scenario application, closely connects with office workers, as this software has become an indispensable partner for millions of working professionals. According to reports, HEYTEA's cup sleeves and badges incorporate elements from WPS's three main components: documents, spreadsheets, and presentations, adding unique creative designs and exclusive office worker humor, hoping to bring some joyful and interesting moments to the daily work routine of "office workers."

WPS: A National-Level Office Software

WPS was born in 1989 and was China's first office software with independent intellectual property rights. It has been over 30 years since its inception. It offers advantages such as low memory usage, fast operation speed, compact size, and strong plugin platform support. Its rich templates also attract an increasing number of young people. The latest data shows that WPS monthly active devices have exceeded 560 million, with PC version monthly active devices at 238 million and mobile version at 336 million, making it a veritable national-level office software.

The Rise of Office Worker Culture

Office workers have also become a group that can bring a sense of belonging to everyone on social media networks. Related topics on the internet often resonate widely. In the tea beverage industry, concepts like "slacking off," "goofing off," "involution," and "making empty promises" are endless, along with various office worker-related memes. This WPS and HEYTEA collaboration uses "Monday" - the most discussed topic among office workers - as its entry point, quickly attracting attention and resonance from many consumers after the campaign launched. Many netizens expressed: "If even WPS can collaborate, you really understand collaborations," "This collaboration was truly unexpected," and "I'm actually drinking WPS hahaha..."

HEYTEA's Coffee Strategy Expansion

Nowadays, the trend of new tea beverage brands entering the coffee track is becoming increasingly obvious. Compared to Luckin Coffee and Manner, which are coffee brands built around office scenarios, the brands invested in and laid out by HEYTEA, such as Minority and Seesaw, are mostly specialty coffee or coffee bean roasting brands, with relatively weak connections to office scenarios. Compared to previous collaborations with game and film/TV cultural IPs that broke through "user age groups," this collaboration perhaps aims to break through user scenarios.

HEYTEA's Continuous Innovations

In addition to collaborations, recently, HEYTEA also announced the establishment of transparent windows for real fruit peeling, launched the first "A-Xi Full Body Image Collection Contest" inviting fans to draw HEYTEA's full-body logo, and is expanding partnership businesses in non-first-tier cities with suitable store formats. They have been constantly making "moves."

HEYTEA has always adhered to providing products of "true quality, not expensive," with a brand spirit full of inspiration and joy, bringing consumers more relaxed and joyful experiences, continuously deepening the emotional connection between the brand and consumers, creating stronger brand connections, and promoting new tea beverages toward a broader audience.

The Art of Brand Collaboration

When collaborations become industry norms, brands not only need to create breakthrough collaborations but also need to clarify their goals. Not only is compatibility between both brands necessary, but from the consumer's perspective, they must create excellent collaborative products and convey the collaboration philosophy in ways that consumers love.

Image source: Internet

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