Core Insights - The departure of the long-time brand vice president, Ziyu, marks a significant leadership change at Heytea, with Wang Xiaodong, former CEO of GENTLE MONSTER China, taking over the role [1][2][3] - Heytea is shifting its strategy back towards a high-end positioning after a period of focusing on mass-market appeal, which has led to dilution of its premium brand identity [5][6][7] Leadership Change - Ziyu, a key figure in Heytea's branding since 2015, has left the company after 10 years, having played a crucial role in various brand activities [2] - Wang Xiaodong brings a diverse background from various industries, including luxury goods and lifestyle brands, and has a strong focus on experiential retail [3] Strategic Shift - Heytea is moving away from its recent mass-market strategy, which included lowering prices and expanding into smaller store formats, to re-emphasize its high-end offerings [6][7] - The company plans to enhance its product pricing back to the 20-25 yuan range, moving away from the previous 15-19 yuan pricing strategy [7] Store Expansion and Experience - Heytea is reintroducing its DP (Day Dreamer Project) store format, which focuses on larger, uniquely designed locations that emphasize customer experience [4] - The company has also seen significant growth in its overseas presence, with over 100 international locations, including high-profile openings in Paris and New York [8] Market Context - The competitive landscape in the tea beverage industry has intensified, with many brands facing profitability challenges, prompting Heytea to reassess its market approach [7][9] - The brand's previous strategy of rapid expansion and low pricing has led to operational challenges, including reports of franchisee losses [7]