Heytea: a new Chinese tea drink brand, with a high-level brand image in ready-made tea drink stores: artisanal handmade, inspirational, Zen-like
Fendi: Italian luxury brand, insisting on handmade artisanal craftsmanship
Reasons for cooperation:
Market Positioning
- Heytea has the brand image of artisanal craftsmanship, and the brand image is high-end among the ready-made tea drinks, and the co-branding with fendi can improve the brand tone again;
- With the channel power and topic degree of Heytea and its huge young consumer group, fendi triggers the social sound volume, improves the brand's popularity among young people, and promotes the brand's classic single Baguette handbag.
Market Positioning
- Heytea, as a new tea drink brand in China, was once known as “tea drink aristocrat”, after experiencing a big price cut, and then open to join, continue to sink to expand the user group. And this time with FENDI co-branding again to enhance their own positioning, increase the fashion label attribute.
- FENDI as nearly a century old high-end luxury brand, in the Chinese market performance compared to LV, DIOR, etc., both sales and popularity are far away, but also facing the problem of aging customer base curing. This time, through the co-branding with Heytea to open up a new young market, to attract more young new fans in China.
1. White-collar workers in first and second-tier cities, mostly women.2. Fans of Heytea and Fendi.3. Avant-garde and growth-oriented consumers, who pursue fashion, love to taste fresh food and are willing to pay for love and quality.
Marketing Themes
Inspiring moments when tea and luxury collide
Delivery Content
Heytea
- Product: Launch a limited one-month “FENDI Joy Yellow” co-branded drink with mango, passion fruit and orange juice with green tea base, priced at RMB 19 for a single cup (affordable drink to stimulate consumer desire).
- Peripheral: buy two cups of co-branded products, with a limited number of co-branded badges and coasters in the form of CP (low threshold, single order + limited luxury co-branded models have a strong appeal)
- Packaging: consistent with the theme of “FENDI Joy Yellow”, the cups and bags adopt the design of the series and are printed with FENDI's brand logo.
- Omni-channel official announcement of the co-branding with FENDI, and at the same time, publicize the “hand in hand” art exhibition for FENDI.
FENDI
- Scenario: hand in hand” tea room with Heytea, with a limited product experience inspired by the traditional Yi spice ‘Mu Jiang Zi’, to show the brand's respect for craftsmanship and traditional culture.
- The co-branding with Heytea has not been officially announced in the official channels, and this is only a co-branding of the flash mob activity, not a co-branding of the brand's counterparts.
Marketing Effectiveness
1. Volume: Microblog topic reading volume of 77w+, Shake tone broadcast volume of 1000w+, Xiaohongshu reading volume of 100w+, WeChat index of fendi increased by 131%, Heytea increased by 8%.
2. Conversion: (Heytea in-store sales conversion): to 10:00 officially opened for sale, the small program because of the surge of visits, the emergence of bugs, the need to manually refresh many times, each time the interval of 15s, less than 20 minutes after the opening of the sale, a number of stores co-branded peripheral has been sold out, there are hundreds of times the tea waiting to be made, and some stores are also cited in the tea busy suspension of the online ordering. More than 300% increase (Source: instant order quantity of Heytea in a hot business district in Beijing)
The enhancing brand positioning and expanding target demographics, which is a vital element in today’s competitive market landscape.I agree with the assessment that Heytea's artisanal brand image aligns well with Fendi’s commitment to craftsmanship.
ReplyDeletehis synergy not only elevates Heytea's brand tone but also infuses freshness into Fendi’s offerings, appealing to a younger audience. The notion that both brands can leverage their strengths to enhance consumer experience is particularly well articulated. It demonstrates a keen understanding of co-branding dynamics, showcasing how two distinct entities can create a shared value proposition that resonates with their audiences.
The discussion on market positioning reveals the challenges faced by both brands. Heytea's attempts to transition from being perceived as a “tea drink aristocrat” to exploring new consumer bases through co-branding is an interesting point for further exploration.
The marketing themes and proposed delivery content in the collaboration are particularly innovative. The introduction of a limited-time product, “FENDI Joy Yellow,” emphasizes the intersection of luxury and accessibility, appealing to a broader audience through its pricing. The inclusion of promotional items like co-branded badges further enhances consumer engagement, reflecting a savvy understanding of modern marketing.