I can't imagine that the BBC will praise people!
In the past, every time I was cued by the BBC, the Chinese people would be nervous. Because when you go to the BBC, everything can be "underworld filter" on board. Through abnormal angle shooting and post-color grading, happy events can also have a gloomy and depressing effect.
It's such a BBC, which recently reported on China's Hey Tea, so let's take a look at what it said this time.
Source: Heytea Weibo
Source: Heytea Weibo
Source: Heytea Weibo
Video screenshots show that "Chinese tea is becoming more and more popular" and that "it's time for a cup of tea...... The whole story is full of good words. I'm used to being labeled with a "netherworld filter", and I'm still a little uncomfortable when I am praised at first glance.
However, a careful study of the content of the news shows that this time it is really impossible for him to be hacked. Because the protagonist of the news is Heytea, it is about Heytea opening a store in Paris.
The big day of Hey Tea
On July 5, local time in Paris, the pop-up store of "HeyTea Paris Viewing Tea Room" officially opened. As one of the representative brands of China's new tea drink, Heytea has fallen its first chess piece in France.
Source: Heytea Weibo
The location of this tea room is superb! Located in the 11th arrondissement of Paris on the right bank of the Seine, it is one of the liveliest districts in Paris, with the famous Winter Circus and the Editot · Piaf Museum located here.
From July 5th to August 15th, that is, around the time of the Paris Olympic Games, Heytea will create a unique tea party in Paris, providing four kinds of tea, including mango manna and succulent grapes, to continue to bring Chinese tea experience to global tourists visiting Paris.
Source: Heytea Weibo
In order to send out invitations to visitors from all over the world in Paris, Heytea also produced a special advertising video.
At the same time, in order to integrate Chinese elements into the local culture, Heytea specially prepared a Parisian limited packaging for the guests, which was launched in the Heytea Paris Viewing Tea Room. The design of the package perfectly reflects the fusion of Chinese and French cultures.
Source: Heytea Weibo
Inspired by the Chinese Song style strokes, Ah Xi runs through the streets of Paris, and then transforms into the English HEYTEA. The simple lines are connected into Chinese knots, which are interlocking, implying unity and friendship.
What was the response to the invitation? Just look at the queue. With such a lively and festive opening scene, how to play the "underworld filter"? If you want to be black, you can't get black.
Anyone with a discerning eye can see that the expectations of customers are written on their faces. Because France is still dominated by powder-brewed bubble tea products, everyone will be curious about using genuine quality raw materials.
Hey tea in the sea
The popularity of Heytea in France is not unexpected, there are many, many such stories.
As early as 2018, Heytea opened its first overseas store in Singapore, kicking off its overseas business and also firing the first shot of the entire Chinese new tea beverage category going overseas.
Source: Heytea Weibo
In the tide of new tea drinking, Hey Tea is unique. Because while other brands focus on developing the Southeast Asian market with similar tastes to China, Heytea has developed the European, American and Oceanian markets in a large span, and has now started in London and other cities.
Source: Heytea Weibo
Although Heytea chose the hard mode to start, the results are exciting. According to statistics, since the opening of Heytea London SOHO store in August last year, the single-day sales of a single store have exceeded 1,300 cups; The Broadway store in New York took 2,500 cups on its opening day.
Source: Heytea Weibo
As for the Paris store, although Heytea has not yet been officially announced, it can be expected to be more successful.
Because in addition to the positive factors of the Sino-French Tourism Year and the Paris Olympics, Paris is also known as the cheese capital, and the locals love cheese, and Hey Tea can be called the originator of cheese tea, and the cheese foam floating on the top is undoubtedly a huge temptation.
Heytea's strategy of going to sea
Europe and the United States are the second largest markets for Chinese new tea drinks with huge potential, and Heytea hopes to find a second growth curve here.
On the whole, Heytea has basically continued its domestic marketing style overseas, and the local experience has been applied to the international market while also being adjusted according to local conditions.
Like the Chinese market, the main consumer group of milk tea overseas is also young people, and the main catalyst habit of young people is social media, so Heytea has opened a series of official social media accounts overseas. And stimulate the interest of potential customers through a youthful vision.
Source: Heytea Overseas
For all young people, milk tea is not just a simple drink, its sweet and refreshing taste will make people feel happy, so it bears social value and emotional value, and provides a relaxed communication atmosphere for young friends. This can be seen in all the promotional materials, including the Paris pop-up store promotion.
Source: Heytea Overseas
At the same time, it can be seen that the promotional selling points of Heytea are also focused on the European and American markets. It can be seen that Heytea has focused on the advantages of "cheese", and you must know that in European and American food culture, the status of cheese is equivalent to that of Chinese soy products. In this way, HeyTea has found a common excitement in the differences between Eastern and Western teas.
Source: Heytea Overseas
Summary
As a new Chinese tea drink, the localization process of Heytea overseas will take some time to take root in the lives of local consumers. As for how the successful experience in China can be applied to the international market, it still needs to be carefully considered, tested and adapted.
However, the good thing is that most consumers in Europe and the United States generally prefer high-sugar drinks, and in the context of the sugar reduction campaign, Heytea provides a relatively light taste with a combination of cheese foam, cold brew tea and fresh fruits, and has broad market prospects.
Come on Hey Tea, come on Chinese tea!