Core Viewpoint - Recently, Heytea has reintroduced the "DIY Cup Sticker" feature in its WeChat ordering mini-program, allowing consumers to create personalized stickers for their drinks, which has led to the emergence of a drawing service industry on platforms like Xianyu [3][4]. Group 1: New Features and Consumer Engagement - The "DIY Cup Sticker" feature enables consumers to design their own stickers by hand or input text, which are then printed and attached to their drink cups, gaining popularity among users [4]. - The rise of this feature has stimulated a new service industry on Xianyu, where various merchants offer drawing services for these stickers, with prices ranging from 5 to 25 yuan depending on complexity [3][4]. Group 2: Market Trends and Competitive Landscape - Other coffee brands have previously experimented with similar interactive marketing strategies, such as hand-drawn cup stickers, indicating a trend in the beverage industry towards low-cost, engaging consumer interactions [7]. - Heytea's recent collaboration strategy has seen a contraction compared to previous years, with a notable partnership in August with a Japanese manga IP that resulted in high demand for limited edition products [7]. Group 3: Strategic Direction - In February, Heytea announced a strategic shift to avoid price wars and excessive expansion, aiming for a differentiated strategy by 2025, which includes not engaging in low-price competition and halting new partnership applications [8].