Core Viewpoint - The recent "funeral style" design of Heytea's new product has sparked significant public debate, with mixed reactions from consumers regarding its aesthetic and appeal [1][2][9]. Product Launch and Consumer Reaction - Heytea's new product "碎银子糯糯" (Shattered Silver Sticky) is based on Yunnan black gold Pu'er tea, and the black-and-white design was intended to align with its visual theme [2][3]. - Despite the controversy, some consumers expressed a desire to try the product, while others criticized the design as inappropriate for a brand like Heytea [2][8]. Marketing Strategy and Brand Image - This is not the first time Heytea has faced backlash for its "funeral style" designs; a previous product, "咸酪泰奶冰" (Salty Cheese Thai Milk Ice), also drew similar criticism [9][17]. - The brand's use of "negative energy marketing" aims to stand out in a saturated market, appealing to younger consumers who resonate with "mourning culture" as a form of emotional expression [20][21]. Company Background and Market Position - Founded in 2012, Heytea gained popularity with its innovative cheese tea and has undergone significant growth, attracting substantial investment and expanding its market presence [22][24]. - However, the brand has faced challenges in maintaining its premium image amid increasing competition and a shift towards lower-priced offerings [26][27]. - In response to market pressures, Heytea has made strategic decisions to lower prices and open franchises, but this has led to concerns about brand dilution and quality control [26][27]. Future Outlook - As the market landscape evolves, Heytea is at a crossroads, needing to balance its brand identity with competitive pressures while considering the potential for a return to its premium roots [27][28].