The first "HiTea" store opened in May 2012. The original name was "Imperial Tea". In early 2016, it was renamed "HiTea" due to trademark issues. Now it has stores in Guangzhou, Shenzhen, More than 50 stores have been opened in Zhongshan, Dongguan and other places. In terms of financing, Heytea has received more than 100 million yuan in investment from IDG Capital and Robust founder He Boquan, making it the biggest dark horse in the tea industry today. Therefore, "HiTea" is positioned as a model of "new retail", achieving the integration of offline and online, and successfully creating a super IP of its own positioning.
It can be seen from the entire development path of "HiTea" that creating a super IP requires two stages to fully present the form and values ??of the IP. The depth of the IP created by "HiTea" determines the value and durability of the brand.
The first stage: Based on its own positioning, show fresh popular elements.
Currently, domestic new retail is still in its infancy. At this stage, as long as the positioning is accurate and the display elements make consumers feel fresh enough, it will be easy to stand out.
The core target users of "HiTea" are positioned as "white-collar workers aged 25 to 30, who have their own opinions and preferences and have sufficient spending power." As for the specific location, "HiTea" will be located in Each city is divided into first, second and third tiers to choose store locations.
"HiTea" can superimpose the online and offline dimensions on the three elements of people, goods and places respectively to amplify and innovate the interactive relationship between the three elements, and also bring new things to users. Experience, this freshness is the popular element displayed by "Hitea" in the first stage.
The second stage: shaping the soul of the brand - values. "HiTea" announced that it will officially enter Beijing in July. At a media meeting on June 25, founder Nie Yunchen explained why Heytea does not open franchise stores because of considerations other than quality control: “I think when you think about it not just about quality control, but also about quality control. To create a brand with cultural output, you must do direct marketing. Because you all have this experience, the soul and atmosphere of a small group are related to a leader, and this is what we are worried about, including your small department. It’s not that we don’t do good quality control, but we are worried that after joining, we will not be able to convey the concept of our brand, and the franchise stores will always have traces of the franchisees themselves.”
Nie Yunchen, founder of Heytea. This passage explains the brand’s values—the soul that creates the brand. What is created is the spiritual essence of consumption upgrading, an image that is dynamic, full of vigor, and can make mistakes but can change.