Launching co-branded products and launching popular

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This behavior immediately caused heated discussions and caused many negative impacts on the brand. 02Who is putting the new tea drink joint venture on the altar? Looking back at the history of new tea drinks, products seem to be two parallel narrative lines. In the early stages of the brand's development, the two main lines have been developing in parallel. While emphasizing " original cheese tea " , Heytea has also completed more than 74 joint ventures with different brands from 2017 to May 2021. Among them, beauty, footwear, clothing and food accounted for more than 70% of the joint ventures . However, such joint ventures are often more like small- scale cross-industry collaborations, and no influential products have emerged. The same situation almost happened to Nayuki. In the early days, Nayuki attracted a wave of high-end traffic through product selling points such as " Emerald " and a cup of Musang King durian milk tea for 88 yuan.



on " lifestyle " , Nayuki has collaborated with a number of art IPs to create personalities, such as the British Museum, Picasso and Dali's original works exhibition, Andersen Lifetime Achievement Award, Strawberry denmark whatsapp number data Music Festival, etc. However, similar to Heytea, although the cooperative brands have a certain boost to the brand, the help in sales is limited. Now it is 2021 , and the two narrative lines seem to have decided the outcome. Nayuki's Yuyougan products catered to young people for a while and quickly broke through the circle. Before that, Nayuki's best-selling single product had always been cheese strawberry. After the domineering Yuyougan was put on the shelves.



It became the new best-selling product and dominated the list for four months, accounting for 25% of all beverage sales . In public topics, Yuyougan has been on the hot search many times, and the discussion of related topics has been maintained at tens of millions. Under the popularity, tea brands such as Nayuki and Heytea have gone deep into the place of origin and frantically snapped up this niche fruit. At the same time , the coffee chain brand Luckin Coffee also won another victory with its raw coconut latte. On April 12 , 2021 , Luckin Coffee just launched the raw coconut latte and created a new scene of " sold out in 1 second " and " urge for goods across the entire network " .