Reading Reflection#3

In 2012, Heytea originated from an alley in the river. Heytea is the original creator of cheese. Since its inception, Heytea has focused on presenting high-quality tea from all over the world, giving the ancient culture of tea a new vitality. Original cheese tea, fresh tea fruit series, etc. are all very famous tea series.

Heytea is very popular in China. One of the hallmarks of hi tea is the queuing. Especially at the beginning, as long as there is a queue in the place where there is a heytea, when the consumers begin to doubt the authenticity of the queue, the heytea already become famous in China. It can be said that heytea has made the queue a culture. Through continuous publicity and long queues, it has stimulated consumers' desire for consumption.

Most consumers of heytea are young consumers who are pursuing trends. Millennials in the 1980s and 1990s were different from their parents. For them, price is often not a factor to consider, quality and service, and even brands are ahead of price. As a tea brand, heytea can be said to be completely aimed at young consumers, and to grasp the characteristics of young people who are afraid that they may be out in terms of trend if they don’t try this product. After young consumers are satisfied with the products, they will spontaneously share and spread, so that more and more people will understand the products, and the consumption information will become more transparent. At the same time, with the transparency of consumption, public opinion will lead to more demand, and good brands will gain more favor.

 Let's see the relationship between the book and heytea.

1.    Embracing customers: a new kind of development. Innovating with help from your customers is such a great idea(P182). Heytea create hashtag that offer people to speak their idea on Weibo. This is mainly because they can get different opinion and perspective about their brand, like how can they improve or change something. This is great way to interact with audience and also strengthen their reputation.

2.   You need to show that feedback online, good and bad, where people can see that you are  ready to act on it, that you are committed to improving things(P194). Heytea attaches great importance to the operation of social media. For example, it’s official account in weibo, which the is China’s version of twitter,  updates every day. If you post a blog about heytea, it is easy to be liked by official account. The response rate of fans' comments is very high. For a good comment will be accepted with humility, and a bad comment will be responded with a solution to the problem instantly. Such an approach can greatly increase the brand's goodwill and consumer viscosity.

3.   Takes small steps that have big impact(P220). The cooperation between heytea and benefit, to see the outlook of these products, completely captured the hearts of number of girls. In fact, it is not difficult to see that these brands have some commonalities. First of all, the brand image should be young, fashionable and high-end. At the same time, the target audience of these brands and the target audience of heytea have a certain overlap. This is actually a means for heytea to strengthen its brand image with these brands and attract the target audience of these brands.

work cited：Work cited: Li, Charlene, et al. Groundswell. Thema, 2008. 

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