Hey Tea

Hey Tea (Chinese: 喜茶; pinyin: Xǐ Chá; Jyutping: hei2 caa4; lit. 'Happy Tea') is a Chinese tea drink chain founded in 2012 and headquartered in Nanshan District, Shenzhen.[1] Started off as a small store called "royal tea(皇茶)” in Jiangmen city, Guangdong Province, the brand quickly expanded into other cities in Guangdong and China. Due to a trademark issue, the original name "Royal Tea" was dropped and "Hey Tea(喜茶)" was adopted. By the end of Aug, 2019, Hey Tea operates 265 stores in 37 Chinese cities and 3 stores in Singapore.[2]

Hey Tea
TypePrivate
IndustryTea shops
Founded2012 in Jiangmen
Headquarters
Nanshan District, Shenzhen
,
China
ParentShenzhen Meixixi Catering Management
Chinese name
Simplified Chinese深圳美西西餐饮管理有限公司
Traditional Chinese深圳美西西餐飲管理有限公司
Literal meaningShenzhen Meixixi (Beautiful West West) Food and Beverage Management Co., Ltd.
Websitewww.heytea.com
Hey Tea storefront
Drinks from Hey Tea

Hey Tea is commonly regarded as a "Wanghong" brand in China because its popularity on social media. The brand is famous for its modern interior design, photogenic packaging and innovative drinks. As of 2018, millennials are its main customer demographic.[3] As of that year, most locations are in shopping malls catering to wealthy customers.[4] Its signature items are various cheese tea and fruit tea.[5]

History

It opened in 2012 as Royal Tea (皇茶; Huáng Chá; wong4 caa4) in Jiangmen, but changed its name as it did not establish a trademark.[6] It adopted its current name in 2016.[5]

In 2015, Hey Tea entered the market of Guangzhou and Shenzhen which are two first-tier cities in China.[7]

In 2016, after obtaining the investment of 100 million yuan from IDG Capital and Angel investor, Hey Tea entered the market of Guangxi.[8]

In 2017, Hey Tea entered Shanghai. The first store which was opened at Raffles City created buzz on social networking because of long lines. In the same year, its bakery brand "Hey Tea Mix" opened the first store in Guangzhou.[7]

In 2018, The first Hong Kong store was opened at New Town Plaza. Subsequently, Hey Tea opened stores at Hong Kong Times Square, Hysan Place, Yuen Long Yoho Mall, and Citywalk.

In addition, Hey Tea has branches in most first and second-tier cities of China, as well as in Singapore.[7]

Business model

Only direct-sale stores, franchised stores are not allowed.[9]

Stores

Types of stores[10]
  • Standard Stores
  • Hey Tea Lab: a Lab-style concept store. The first store was opened at Shenzhen Central town Square in October 2016.
  • Hey Tea Black: a black and gold themed store. The first store was opened at Shenzhen Mixc in January 2017.
  • Hey Tea Mix: a store that mainly sells freshly baked bread. The first store was opened in March 2017 in Guangzhou.
  • Hey Tea Pink: a pink themed store that targets at young women. The first store was opened at Shenzhen Mixc in September 2017.
  • Hey Tea DP: a store that originates from HEYTEA Daydreamer Project. The store had a cross-border cooperation with independent designers. The first store was opened at Shenzhen Uniwalk in October 2017.
  • Hey Tea Go: a small size store that customers can order online through Hey Tea Go App.

Classic Products
  • Original Cheese Tea Series
  • Fresh Fruit Tea Series
  • Light Cheezo Tea Series
  • Season Limited Tea Series[9][11]

Controversies

Food safety issues

In 2019, 10 brands of pearl milk tea, including Hey Tea, were found to contain caffeine at an average level of 258 mg/kg. Each cup of Hey Tea's milk tea product contains as much caffeine as 3.5 cans of red bull.[12]

In the same year, a pregnant woman in Suzhou attracted public and media attention when she drank a fly from a drink at the Hey Tea store in Yuanrong, Suzhou . After failing to negotiate with Hey Tea, she appealed to the media and reported to the regulatory authorities. On May 31, the store was closed down by local regulatory authorities because of the internal environmental issue. However, another Suzhou Hey Tea store was closed for the same reason on the same day as the closure of the Yuanrong store.[13]

In addition, tableware hygiene in Hey Tea store has also been exposed unqualified. Recently, in one of the Hey Tea stores in Xiamen, the supervision personnel found that there was too much water on the kitchen's floor, fruits and other materials did not meet the storage requirements. Also, the inspection showed that the containers containing the fruits had a serious ATP index exceeding the prescribed standard.[13]

Violent dispute

A netizen revealed that Hey Tea staff in Jinan beat a takeaway rider, and posted a live video online, triggered hot discussion on the internet. From the video, the staff of Hey Tea had a physical conflict with the rider and some people even picked up chairs and other equipment during the conflict. Later, the explanation said that at around 13:00 on September 14, the dispute between Hey Tea staff and a takeaway rider was due to a misunderstanding when taking the products.[14]

References
  1. "喜茶HEYTEA--唯一官网". www.heytea.com. Retrieved 2019-11-28.
  2. "喜茶首次推出"取茶柜"，这次真不用排队了_36氪". 36kr.com. Retrieved 2019-11-28.
  3. Li, Tao (2018-08-28). "How Chinese tea-drink brand Heytea saves millions in marketing costs thanks to its millennial customers". South China Morning Post. Retrieved 2019-02-08.
  4. "HEYTEA wants to make tea-drinking cool again in China". The Economist. 2018-05-31. Retrieved 2019-02-08.
  5. Fullerton, Jamie (2017-10-18). "People in Beijing Are Lining Up for Hours to Try 'Cheese Tea'". Vice Magazine. Retrieved 2019-02-08.
  6. "About Us." Hey Tea. Retrieved on 8 February 2019. Chinese version.
  7. "History of Hey Tea".
  8. "喜茶们的关键时刻|界面新闻". www.jiemian.com (in Chinese). Retrieved 2019-06-26.
  9. "Hey Tea Official Website".
  10. "扒一扒武汉喜茶LAB店的大家族，换个角度看喜茶为什么这么火_黑金店". www.sohu.com. Retrieved 2019-06-27.
  11. "喜茶HEYTEA经典原创茶系列你喝过几款 - 餐饮杰". www.cy8.com.cn. Retrieved 2019-06-26.
  12. "喜茶等10款珍珠奶茶检出咖啡因". baijiahao.baidu.com. Retrieved 2019-11-14.
  13. ""喜茶"火爆背后隐忧不少-新闻频道-和讯网". news.hexun.com. Retrieved 2019-12-04.
  14. "济南喜茶员工殴打外卖小哥，官方回应：涉事员工全辞退_科教社会_山东新闻_新闻_齐鲁网". news.iqilu.com. Retrieved 2019-12-04.
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