HEYTEA is a leading brand in China’s new-style tea beverage industry and has been actively exploring overseas markets in recent years. This article analyzes its public relations strategies during the overseas expansion process, including product innovation, pricing strategy, channel selection, and marketing methods.
In terms of product innovation, HEYTEA has retained classic drinks in the Singapore market while introducing local specialty products such as durian ice cream and salted egg yolk ice cream. These products have successfully created “internet-famous” hits, enhancing the brand’s visibility and reputation. This strategy not only meets the needs of local consumers but also provides experience for the expansion into other overseas markets.
Regarding pricing strategy, HEYTEA’s prices in overseas markets are higher than in China. For example, the price of the “Plenty of Grapes Frozen” in Singapore, London, and Melbourne are 31, 57, and 45 RMB respectively. The high pricing strategy enhances the brand’s high-end image, covers high operating costs, and attracts target groups with consumption capacity.
In terms of channel selection, HEYTEA initially adopted a direct operation model, but the high cost and unfamiliarity with the local market brought risks. To address this, HEYTEA introduced a partner model, obtaining financial and resource support from partners to reduce operating costs and accelerate market expansion.
In terms of marketing methods, HEYTEA uses “city characteristics” as a brand communication point, launching city-limited refrigerator magnets and setting up tourism check-in points, attracting consumers and tourists. The spread through social media has expanded the brand’s influence, enhanced the ability to adapt to local conditions, and increased consumer participation.
In summary, HEYTEA has successfully established a foothold in overseas markets through product innovation, high-end pricing, flexible channels, and city-featured marketing, enhancing its international influence and laying the foundation for global layout.
