Core Viewpoint - The recent return of the popular product "Snowy Highland Yak Milk Tea" by Heytea has led to a rapid sell-out in various cities, driven by consumer demand and seasonal trends [1][3][4]. Group 1: Product Popularity and Consumer Response - "Snowy Highland Yak Milk Tea" has sold out in multiple cities including Beijing, Tianjin, and Shanghai within 10 days of its launch, sparking discussions among consumers [1][3]. - The product has been embraced as a seasonal favorite, particularly as a warm drink during the recent drop in temperatures, leading to a trend on social media [1][3]. - Consumers have expressed excitement over finally being able to purchase the product after previous sell-outs, indicating strong demand [1][3]. Group 2: Supply Chain and Production Challenges - Heytea has acknowledged that the winter production of yak milk is variable, which may lead to temporary shortages, but they are actively working on restocking [3][9]. - The company has conducted extensive research in key yak milk production areas such as Qinghai, Gansu, Sichuan, and Tibet to secure a stable supply of high-quality yak milk [9]. - All yak milk sources undergo flavor testing and strict quality checks to meet Heytea's standards before being approved for use in their products [9]. Group 3: Product Development and Market Strategy - "Snowy Highland Yak Milk Tea" was first launched in Tibet in September 2024 and has since become a popular regional product, attracting tourists and consumers alike [4][6]. - Following consumer demand, Heytea expanded the product's availability nationwide in March, leading to significant social media buzz and discussions about the product [6][11]. - The company has introduced additional products inspired by highland ingredients, such as "Cheese Salted Butter Tea," further enhancing its product lineup and consumer appeal [11][13].

Core Insights - The popular product "Snowy Yak Milk Chai" from Heytea has experienced a sell-out situation shortly after its re-launch, indicating strong consumer demand [1] - Heytea has acknowledged the temporary sell-out due to seasonal variations in yak milk production and is actively working on restocking [1] Product Performance - "Snowy Yak Milk Chai" was first launched in September 2024 in Tibet and has gained significant attention [1] - The product has been reintroduced nationally in May and October of this year, reflecting its popularity [1] Supply Chain and Quality Control - Yak milk, a key ingredient in the product, undergoes flavor testing and strict quality checks before use [1] - Heytea conducts on-site inspections of the milk source and production facilities to ensure the quality meets their standards [1]

Core Insights - Heytea continues to innovate by incorporating highland elements into its product development, launching new products inspired by traditional highland tea culture [1][2] - The company has successfully introduced several popular new products this year, including "Snowy Highland Yak Milk Tea" and "Cheese Salty Tea," which have garnered significant consumer interest [1] - Heytea's supply chain team has conducted extensive research to source high-quality yak milk from key production areas, ensuring the flavor and quality meet the company's standards [1] Product Development - Heytea has developed over 40 samples of Tibetan tea for flavor testing, ultimately creating the "Cheese Salty Tea" and "Yak Milk Butter Tea" with a black buckwheat Tibetan tea base [2] - The company aims to present traditional highland ingredients like yak milk, barley, and Tibetan tea in a more youthful and accessible manner for broader consumer appeal [2]

Core Viewpoint - The article highlights how Heytea has successfully implemented a differentiated strategy by focusing on upstream supply chain management to achieve zero pesticide residue in its kale sourcing, thereby enhancing product quality and safety in the competitive new tea beverage industry [1][10][33]. Group 1: Supply Chain Management - Heytea has established a kale planting base in Yunnan Shiping, leveraging the region's unique climate and soil conditions to produce high-quality kale [11][19]. - The company has implemented modern agricultural facilities and biological pest control techniques to ensure zero pesticide residue, including the use of plant-based pesticides and organic fertilizers [11][19]. - Heytea's supply chain strategy includes a shift from standard procurement to customized planting, allowing for better control over raw material quality and traceability [23][25]. Group 2: Product Innovation - The introduction of the "Kale Slimming Bottle," a plant-based tea product featuring kale, has sparked a trend in the new tea beverage industry, leading to significant sales and increased consumer interest [7][10]. - The demand for kale has surged, with prices rising from a few yuan per pound in 2023 to 20-30 yuan per pound, and market share increasing from 5% to 55% [10][14]. - Heytea continues to innovate by incorporating other super plants and regional specialty ingredients into its product offerings, enhancing the brand's health-focused image [30][33]. Group 3: Industry Trends - The new tea beverage industry is evolving from a focus on volume competition to a deeper emphasis on quality, as companies like Heytea seek to differentiate themselves in a saturated market [28][33]. - The trend of "customized planting" is emerging as a key strategy for new tea beverage companies to ensure stable supply and improve product quality [15][25]. - Heytea's commitment to quality and natural ingredients reflects a broader shift in consumer preferences towards healthier and more transparent food options [29][33].

Core Insights - The article highlights the launch of a new limited-time drink, "Jiangbianli Zhi Zhi Ganpu," by Heytea to celebrate its 13th anniversary, showcasing a blend of local ingredients and innovative tea flavors [1][3]. Product Launch and Features - Heytea introduced "Jiangbianli Zhi Zhi Ganpu" as a limited product using a custom Ganpu tea base made from local Xinhui small green tangerines and Yunnan Pu'er tea, aiming to provide a new way to enjoy traditional Ganpu tea [1][3]. - The drink has gained popularity since its initial launch in November 2019, becoming a representative beverage of the Jiangmen region, with peak production exceeding 1,000 cups [3][5]. Cultural Promotion and Marketing - The nationwide launch of "Jiangbianli Zhi Zhi Ganpu" is part of Heytea's strategy to promote local culture, featuring themed merchandise that reflects the cultural heritage of Jiangmen, including items like tangerine peel fridge magnets and mini fans [4][5]. - Heytea's marketing efforts include engaging consumers through promotional events at 50 participating stores, enhancing the brand's connection to local traditions [4]. Product Development Strategy - Heytea continues to innovate by introducing various regionally inspired products, such as "Nanjing Gan Cao Ba Le" and "Longjing Zhi Shi Nuo Nuo," which utilize local ingredients to enhance consumer experience [5]. - The company emphasizes a deep understanding of regional raw materials and maintains a robust supply chain to ensure high-quality ingredients, contributing to the development of new product directions in the tea beverage industry [5].