Core Insights - The new tea beverage industry is experiencing a shift from a "traffic-driven" marketing approach to a "value-driven" one, as exemplified by Heytea's introduction of a "hand-drawn custom cup sticker" feature that allows users to create personalized stickers, enhancing customer engagement and experience [1][2][3] Group 1: Marketing Innovations - Heytea's new feature allows users to upload their designs for cup stickers via a mini-program, which has gained popularity on social media platforms, reflecting a new direction in user-centric marketing [1] - The success of this feature has led to the emergence of related services on second-hand trading platforms, with prices for custom designs ranging from 3 to over 20 yuan, indicating a growing market for personalized products [2] Group 2: Industry Trends - The trend of co-creation between brands and consumers is not unique to Heytea; other brands like Kawan Kawa and Momo Milk Tea have also launched similar initiatives, showing a broader industry movement towards interactive marketing [2] - The frequency of brand collaborations has significantly decreased in 2023, with Heytea's partnerships dropping from 39 last year to just one this year, indicating a cooling off of the previously popular IP collaboration strategy [2][3] Group 3: Financial Implications - The financial reports indicate a significant increase in sales and distribution expenses for new tea brands, with Gu Ming at 480 million yuan (up 42.4%), Cha Bai Dao at nearly 400 million yuan (up 201.6%), and Mi Xue Bing Cheng at nearly 1.6 billion yuan (up 21.3%) [3] - The decline in effective brand collaborations has led to consumer fatigue, reducing the long-term brand recall and effectiveness of these marketing strategies [3]