Almost at this time last year, HEYTEA, founded in 2012, suddenly had a small whirlwind in the circle of friends, "queuing for two hours, feeding a scalper", HEYTEA became the "Internet celebrity" of tea drinking, and its fame and controversy flew.
In addition to questioning the long dragons that are difficult to detect outside the store, there is also the sustainability of brand profitability. This hidden concern comes from the ever-fickle consumers on the one hand, but also from the product's own moat.
Founder Nie Yunchen once said that it took him a year to constantly modify the formula to develop new products (cheese milk cream) before the explosion of HEYTEA. However, it has never been difficult to copy the taste. Some industry insiders have expressed concerns: even with capital support, if HEYTEA does not have hidden value support, it will soon be cloned and imitated, which may be short-lived.
However, Nie Yunchen said today that the highlight of HEYTEA is not the exclusive formula but the raw materials, and because of their own control of the supply chain, the advantage of raw materials is the barrier. It is a response.
It is understood that HEYTEA not only has its own tea garden, but also has in-depth cooperation with many upstream tea suppliers, not only investing in improving the tea planting environment, but also customizing raw materials to tea workers according to their own product needs. However, controlling the upstream tea supply chain is an important part of the core competitiveness of the tea chain. Most tea brands now emphasize their grasp of the raw material supply chain, but how they really do it remains to be tested.
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