This is the store’s marketing strategy. It can be given to you quickly, but it takes a long time to wait. This is the case for many Internet celebrity stores. The large number of people queuing up creates the illusion that the store is really great, thus attracting more people and making the store appear popular. The psychology of most people is that it must be reasonable to queue up so many people. Query, queue, come, you still have to try it.

On May 12, 2012, the first HEEKCAA, formerly known as ROYALTEA, was born in an alley called Jiangbianli in Jiangmen, Guangdong. As the originator of cheese milk tea. Different from traditional milk tea drinks on the market that are crudely made and have cheap tea soup, HeyTea focuses on presenting high-quality tea aromas from all over the world, giving this ancient culture of tea drinks new vitality. Letting every customer and friend drink their favorite tea conveniently and easily is the goal that Heytea has always strived for.

In the beginning, Heytea's development was not smooth. The first store performed poorly, with only a few hundred or even dozens of turnovers a day. Neo, the founder of Heytea, is very concerned about products. He collects feedback on Weibo and other channels and iterates products every day. He knows that the basic skill of a restaurant is to ensure that all products are delicious. If a customer eats a product that tastes bad, they won't come back next time. On the contrary, if all the products the customer eats are not unpleasant, they will come again next time. As long as it is not unpalatable, you will continue to attract customers if you have new products and delicious products. Heytea relied on this method of continuous improvement and new products to accumulate its first batch of fans.

HiTea was actually called Imperial Tea before. HiTea mainly positions itself as a social currency, representing the high-quality and high-enjoyment of petty bourgeoisie life under the upgrade of consumption. Most of the consumers are young people. The first thing every consumer does after queuing up to get Heytea is to take a photo and post it on Moments, using Heytea to benchmark themselves and shape their image in Moments. Through Heytea itself, coupled with the petty bourgeoisie decoration of the store, it creates a slowly high-quality life atmosphere. In this cycle, the brand effect becomes greater and greater, and Heytea becomes more and more popular.