On November 3, in response to the recent rumors that Heytea will open for franchise, Heytea confirmed: "Heytea is indeed preparing to carry out business partnership business in non-first-tier cities with suitable store types." Heytea explained that in order to allow more users to drink Heytea faster and feel the quality and coolness of Heytea, on the basis of the comprehensive implementation of the store partner mechanism in stores across the country, Heytea will rely on the experience, capabilities and resources accumulated over the past ten years to carry out business partnership business in non-first-tier cities with suitable store types.喜茶会对事业合伙人进行严格筛选和充分赋能，并将在品牌、产品、品控、食安、营运、培训、供应链等方面为事业合伙人提供支持。
喜茶同时回应称，将与高度认可喜茶品牌精神和企业文化的事业合伙人一起，为所有用户提供一如既往的“真品质、不昂贵”的产品、传递喜茶品牌的“喜悦”与“灵感”。 “喜茶也希望以自己的经验、能力和资源，支持更多优秀的事业合伙人投身实体经济和新茶饮行业，促进新茶饮行业高质量发展。”
严选、赋能事业合伙人 保障产品品牌体验
喜茶方面透露，已建立了业内最严格的事业合伙人筛选标准和完善的培训考核流程。 Business partners need to work in the store for more than 3 months, have comprehensive capabilities such as product production and store operation and a high sense of responsibility, and fully understand and recognize Heytea's brand spirit and corporate culture. Heytea emphasized that all Heytea stores will maintain consistent quality requirements. Each store will use real milk, real fruit, real tea and real sugar as raw materials, and make the ultimate Heytea products for users through fully trained and skilled practice partners.
As the leading brand in the industry, compared with other brands, Heytea's most outstanding advantage in conducting business partnership business is its leading product advantages and strong brand potential, especially its huge brand appeal to consumers. Analysts said that Heytea currently operates more than 800 stores in more than 70 cities. Through ten years of development, Heytea has accumulated strong middle and backend capabilities and can provide support and empower business partners in brand, products, quality control, operations, training, supply chain, etc. In addition to direct sales, Heytea's business partnership business that it joins with external franchise may have a huge impact on the industry.
price adjustment and joint branding. Heytea has been moving frequently this year
Since this year, Heytea has been moving frequently. In early February, Heytea announced that it would complete a comprehensive price adjustment, and subsequently, there were explosive orders in stores across the country. By June this year, products under 19 yuan on Heytea menu accounted for 80%. At the same time, this year Heytea has also launched various joint activities with IPs such as Hiroshi Fujiwara, Menghualu, Genshin Impact, and The Legend of Zhen Huan to continuously enhance the brand potential. The joint special-tuning product of Heytea and the popular drama "Menghualu" sold nearly 300,000 cups on the first day of its launch, with a maximum sales volume of nearly 1,000 cups in a single store. On June 9 this year, Heytea also publicly released the quality real milk standards and jointly issued an initiative with authoritative institutions to call on the industry to popularize real milk applications and reject fat-grain .
Heytea has always been based on the direct sales model, and is a representative of the direct sales model in the new tea beverage industry. Most of the stores are distributed in first- and second-tier cities. In the past year, Heytea has entered new cities such as Harbin, Changchun, Huai'an , Longyan , Xiangyang , Linyi , etc., but even so, there are still not many Heytea stores including new first-tier and second- and third-tier cities.
Regarding Heytea's launch of its business partnership business, Zhu Danpeng, an industry analyst at China Food , said: "There is no distinction between direct sales and franchise models themselves. In fact, many multinational catering chain giants are mainly franchise models. Heytea uses its business partnership business to open up more urban markets, which is a relatively reasonable choice under the current market environment. The further development of this business and its impact on the industry are worth paying attention to."
It is reported that in the past year, Heytea has successively entered new cities such as Harbin, Changchun, Huai'an, Longyan, Xiangyang, Linyi, etc., and its high-quality products are deeply loved by consumers.以淮安首店——淮安新亚广场店·绿野为例，开业前三天门店销量突破了万杯，随后这家门店销量持续保持高位，甚至在2022年五一假期期间销量位列全国门店第三。 Overall, even due to the huge impact of the external environment and thanks to Heytea's products and brand measures, since June this year, Heytea's single-store sales have increased by more than 20% compared with last year.
