茶饮行业：喜茶品牌社媒表现深度解析报告

Investment Rating - The report does not explicitly provide an investment rating for the industry or company Core Insights - Heytea is a representative brand of new-style tea drinks, known for its "inspired tea" positioning and diverse product line, including cheese tea and fruit tea, which are popular among young consumers [3][5] - The brand has shown significant social media engagement, particularly on platforms like Douyin and Xiaohongshu, with notable peaks in interaction during promotional events [3][4] - Consumer sentiment towards Heytea is generally positive, although there are some negative feedbacks regarding long waiting times and product pricing [3][4] Summary by Sections 1. Brand Overview - Heytea was founded in 2012 in Jiangmen, Guangdong, initially named "Huangcha" before rebranding due to trademark issues [5][7] - The brand targets young professionals and students, emphasizing a high-end tea experience that combines traditional tea culture with modern consumer needs [5][6] - Heytea's product line includes innovative offerings like the cheese tea series, fruit tea family, and seasonal limited editions, with a commitment to using high-quality ingredients [6][9] 2. Social Media Performance Analysis - Heytea's social media performance is characterized by seasonal and event-driven spikes in engagement, particularly during promotional campaigns [16][20] - The brand's social media strategy varies by platform, with Weibo focusing on brand updates, Douyin emphasizing user-generated content (UGC), and Xiaohongshu concentrating on product recommendations [15][46] - In the competitive landscape, Heytea maintains a strong presence, leveraging IP collaborations and promotional activities to enhance brand visibility [14][15] 3. Consumer Sentiment Analysis - The sentiment analysis indicates a generally positive perception of Heytea, with a net sentiment ratio (NSR) of 72.71% on Douyin and 74.23% on Xiaohongshu during peak promotional periods [34][35] - However, sentiment on Weibo and WeChat is more mixed, reflecting concerns over product availability and service experiences [36][37] - Key themes in consumer feedback include appreciation for IP collaborations, product taste, and complaints about service efficiency and product pricing [41][42][45] 4. Marketing Campaign Breakdown: Heytea × CHIIKAWA Collaboration - The collaboration with CHIIKAWA in August 2025 aimed to enhance brand visibility and attract younger consumers through limited edition products [60][61] - The campaign utilized a multi-platform approach, generating significant engagement spikes across social media channels, particularly during the launch [63][66] - Consumer feedback highlighted both excitement for the collaboration and frustration over product scarcity and service issues, indicating areas for improvement in operational efficiency [70][72][77]