Differentiated breakthrough points

[sabarina38]

And set up 3 starting points: First, use cheese and pure milk to whip the cream. Cheese itself is not as greasy as milk cap, and it has its own fermented sour taste, which can highlight the fragrance of tea. Second, Heytea uses cold brewing technology to reduce the bitterness of the original tea. Most young people like the taste of tea, but they don’t like the bitter taste of tea. Third, use high-quality tea leaves to make the tea base. Based on the above three starting points, after countless combinations and adjustments, Heytea finally developed its iconic product - cheese brewed tea.



After a few years, this series of products still has strong vitality. In summarizing the brand's development process, you will find that HEYTEA is not blindly pursuing disruptive innovation, but is instead following number library fashion and popular trends to make micro-innovations. Bubble Milk Tea - Ice Mooncakes - Mooncakes that can be sucked Yakult —— 5 times larger version of Yakult It is slightly different from everyone's conventional understanding, but not abrupt. It is reasonable, unexpected, and just right. There is nothing special about bubble milk tea, but bubble ice is different. Pair it with mobile phone cases and other peripherals to lead a trend. Custard mooncakes were once the most popular for a while, so Heytea changed the form of its product: “ One cup is fine .



The moon cakes sucked " . It's refreshing to hear and makes me want to go and pull some weeds. The same is true for the once popular Yakult product. CoCo has long been adding Yakult to its products, and many brands are selling it. Heytea made a fuss about the bottle, using a Yakult bottle that was magnified 5 times , triggering a wave of " nostalgia " in the circle of friends . Finally, the enlarged version of the Yakult can sold out all 300,000 cups within a few days of its launch . Heytea had to publicly apologize for the shortage, and the Weibo topic " Pomegranate Yakult Bobo Ice " was read 190 million times. Just like Santonban ’s canned coffee, Huaxizi’s carved lipstick, and Heytea’s Yakult products, all of them incorporate the brand’s unique labels into their product forms, making them stand out. Another dimension is to create explosive products. I also suggest that everyone should make micro-innovations instead of large-scale ones.