The city-exclusive fridge magnets that HEYTEA launched for new store openings quickly sparked a collecting craze, thanks to designs that incorporate local characteristics and cultural history. Because they could only be obtained at newly opened stores in the corresponding cities, social media platforms saw phenomena such as cross-city proxy purchases, swaps, and even high-priced buyouts. The free merch was resold on second-hand platforms for 40 to 100 yuan, and HEYTEA later responded that it did not endorse high-priced buyouts, and planned to launch a monthly points redemption campaign so that more consumers would have a chance to collect fridge magnets from different cities. [more…]

Heytea has recently accelerated its overseas expansion, opening new stores in Toronto, Canada and Birmingham, UK one after another. The limited-edition city fridge magnets given away during the opening events quickly became a focal point. The Toronto store, even in the bitter cold of minus six to seven degrees Celsius, still attracted a large number of fans who queued for hours, while the free fridge magnets were somehow resold on the second-hand market for as much as 200 Canadian dollars (about 1,019 yuan), leaving many merchandise enthusiasts stunned. At the same time, the involvement of scalpers and proxy buyers made them even harder to get, and fans began suggesting that the brand sell the fridge magnets at a clearly marked price to balance demand and market order. This article will walk you through the lively scenes of Heytea's overseas store openings, the reasons behind the fridge magnet hype, and consumer feedback on this phenomenon. [more…]

After the renovation of Heytea's Ganzhou Market store in Zhangye, Gansu was completed, the sign was quietly changed to "Yicha," and the QR code for Heytea's mini-program was still posted at the entrance, but the store's information could no longer be found through official channels. From the buzz of check-in photos sparked by the opening of the first store, to the second store remaining unopened for a long time after hoarding was put up, and then to both stores disappearing from the official mini-program, this series of changes was actually related to the rules for distributing city-limited fridge magnets. Now the "Yicha" reopened at the original site has no connection to Heytea officially, and its font has even been questioned by netizens as infringing. Local consumers' expectations were dashed, and they still hope the brand can re-enter Zhangye. [more…]

The Heytea store on Wellington Street in Central, Hong Kong, suddenly closed without any warning, sparking widespread discussion among nearby consumers and netizens. Since opening in March 2024, the store had quickly gained popularity through promotions such as buy-one-get-one-free offers and city-exclusive fridge magnets, maintaining a steady daily flow of customers and becoming a popular check-in spot for many residents and tourists. However, overnight, the store's signage was removed, the doors were locked, and the store's information was also taken down from the official mini-program. The reason for the closure has not yet been clarified—some speculate it is related to the high rents in Central or the expiration of the lease, while others believe it is a proactive adjustment by Heytea to its market layout. The brand responded that it evaluates store operations on an irregular basis, and whether it will return to Central in the future remains worth watching. [more…]

Last weekend, Heytea's new store at Canton Tower officially opened its doors to customers. What should have been a lively opening celebration instead turned into a complaint fest due to the chaotic rules for claiming limited-edition merchandise. The brand launched an exclusive fridge magnet inspired by the Canton Tower and promised that only 200 would be stocked each day, available on a first-come, first-served basis. As soon as the news broke, a large number of fans got up early on their day off and rushed to the scene, only to find disorderly queues, inconsistent explanations from staff, and the quantity of merchandise shrouded in mystery. What annoyed consumers even more was that after they had already placed orders and waited in a long line, they were told when they were about to check in that the merchandise had already been given out, and they could only come back the next day. How did this new store marketing campaign, which should have been a plus, spiral out of control step by step? [more…]

The chain coffee brand Peet's opened its first store in Northwest China at Xi'an Daduhui, drawing a large crowd of fans who lined up early in the morning on opening day. What attracted the crowd was not just the title of "first regional store," but also limited-edition city-exclusive fridge magnets, enamel cups, and kraft paper backpacks and other merchandise. The number of people queuing on site was so large that the line curved around twice, and customers generally had to wait about two hours to enter the store. The store has not yet opened an online ordering channel and only supports orders at the bar, which has affected efficiency to some extent. Peet's plans to open a total of three stores in Xi'an, with subsequent stores to appear one after another. However, some consumers and enthusiasts remain wait-and-see about the brand's long-term performance in the inland market, believing that high-priced products may face challenges in the current consumption environment. [more…]

On April 18, a new store called "blue bottle coffee" quietly appeared on a food delivery platform. After verification, this was not a counterfeit or a purchasing agent, but an official delivery channel opened by Blue Bottle Coffee. The delivery prices of drinks from Shanghai stores are consistent with those on the mini-program, and during the opening period, limited-edition fridge magnets were given away and delivery fee discounts were offered. Behind this move is a series of accelerated adjustments by Blue Bottle recently in store layout, pop-up events, and brand strategy. From rumors of store expansion in Shenzhen, Chengdu, and Xi'an, to the queues triggered by the Wuxi pop-up truck, and to blue bottle studio soon landing in Shanghai, this brand once jokingly called "unable to leave Shanghai" is trying to break its established rhythm. However, at a time when coffee consumers are increasingly picky and competition among chain brands is fierce, whether opening delivery can truly help Blue Bottle win more users' hearts still needs time to test. [more…]

In the depths of winter, Mixue Bingcheng has once again become a hot topic thanks to its "Northeast Big Floral" elements. The brand launched a series of fridge magnets featuring floral padded jackets and crispy fries merchandise, drawing consumers in with rich Northeastern flair. However, unlike last year's nationwide campaign, this year only certain regions can participate, sparking discontent among southern consumers. At the same time, out-of-stock merchandise has also hurt the experience for some customers. This article sorts through the details of Mixue Bingcheng's marketing campaign, the cultural background of the Northeast Big Floral, and the current state and hidden concerns of merchandise promotions in the new tea beverage industry. [more…]

Heytea's collaboration with table tennis champion Fan Zhendong has sparked a buying frenzy, with limited-edition fridge magnets and luggage tags selling out within minutes of release, prompting many fans to complain that getting one was as hard as snagging concert tickets. Store employees revealed that each branch received very few of the merch items, to the point that even they couldn't get their hands on any. However, some netizens discovered that scalped items had already appeared on second-hand platforms at inflated prices, listed even earlier than the official promotion, raising suspicions that insiders were withholding stock for profit. Whether it's insufficient inventory or artificial scarcity marketing, consumer discontent is spreading, and the brand's collaboration strategy is facing a real test. [more…]

The co-branding campaign between Chagee and "Ne Zha 2" had not yet been officially announced, but a large number of leaked merchandise images had already surfaced on social media, sparking heated discussion among fans. However, as more images were exposed, merchandise enthusiasts who had been full of anticipation discovered that the square badges in this design bore a striking resemblance to competitor Cotti's fridge magnets, and the quality also fell short of expectations, with disappointment written all over their faces. Facing the growing public discourse, Chagee's official account appeared in the comments section to debunk rumors and try to soothe fans' emotions. Meanwhile, Cotti, which was the first to launch its co-branded campaign, won praise for its sincerity and after-sales service, invisibly putting comparative pressure on Chagee. How will this co-branding controversy unfold? And what gaps exist between fans' expectations and the brand's preparations? [more…]

Nayuki's official shop recently sold last year's co-branded limited-edition merchandise for 5.9 yuan with free shipping, including Powerpuff Girls fridge magnets, sparking strong dissatisfaction among consumers who had originally bought designated set meals to obtain the merchandise. Some store employees even revealed that some expired merchandise could be obtained for free without any purchase, simply by checking in and writing a positive review. On one side, fans who spent money on set meals feel let down; on the other, the brand is turning inventory into free gifts or selling it at low prices to avoid waste. Regarding how limited-edition merchandise is handled after a campaign ends, consumer opinions are clearly divided—some support clearing out stock, while others worry that bargain hunters exploiting loopholes could affect future collaborations. [more…]

Heytea opened a new store near Columbia University in the United States. The store had originally planned to hold a soft-opening event on January 23, claiming that Columbia students could receive a free cup of milk tea and a limited-edition fridge magnet by showing their student ID. However, many students who showed up that afternoon were told by staff that they needed an invitation from the brand to enjoy the perk. They queued in sub-zero temperatures only to leave empty-handed, triggering widespread dissatisfaction and complaints. Some staff even claimed that the related promotional posts on the platform were false information, while the students who posted them countered that the rules had been changed by the store at the last minute. After the incident quickly escalated, Heytea issued an apology that same evening, admitting shortcomings in the planning and execution of the event, and reiterating that on the official opening day of January 24, Columbia students could still receive a free drink by showing their ID. [more…]

Cotti Coffee recently launched its Cloud Top Mousse series nationwide, with all three new drinks priced at 9.9 yuan. The series uses IIAC Gold Award coffee beans and features three flavors: Opera Latte, Sea Blue Coconut Latte, and Matcha Latte. The brand also collaborated with Gucci collaborating illustrator Jayde Fish to launch co-branded merchandise and held review campaigns on social media. However, after launch, many consumers reported that the mousse topping portion was on the small side, and some even questioned whether the coffee liquid was missing. In response to these issues, store staff gave a response. This article will comprehensively sort through the new product information, flavor characteristics, and market feedback, and attach Front Street Coffee's professional perspective. [more…]

Luckin Coffee recently announced a co-branded collaboration with the popular Japanese anime Demon Slayer, launching a series of themed merchandise, including takeaway cups, paper bags, cup sleeves, stickers, acrylic standees, and fridge magnets. However, after the campaign went live, the merchandise did not sell as well as expected and instead ended up languishing on the shelves. Fans widely reported that the bundle prices were too high, especially the 229-yuan eight-drink bundle, which deterred many people. In addition, some loyal fans pointed out that the merchandise artwork consisted of old images already released by the official brand and lacked novelty. Front Street Coffee noted that the market response to this collaboration stands in sharp contrast to Luckin's previous co-branded campaigns, sparking discussions about brand collaboration strategies and fan consumption psychology. [more…]

Luckin Coffee's recent collaboration with the claymation character Pingu has sparked considerable discussion. In the early stage of the campaign, consumers had to buy designated set meals or two cups of the new drink to get the merchandise, and many fans placed orders at full price or even stockpiled coffee coupons for this. However, not long after the campaign ended, Luckin released the same merchandise again with a lower threshold or even for free, leaving consumers who had bought at a high price earlier feeling dissatisfied. At the same time, employees reported on social platforms that the merchandise was selling poorly, with inventory piling up at some stores, and materials such as stickers even being discarded or given away. From the teaser phase to the rerun, this collaboration reflects the gap between a brand's marketing节奏 and consumers' expectations. [more…]

Recently, taking advantage of the release of Paddington in Peru, Cotti Coffee launched a Paddington-themed collaboration set and simultaneously introduced a new sea salt caramel latte series. However, after the campaign kicked off, consumers in many places reported serious shortages of store-related materials, with cup sleeves, collaboration bags, and custom cups frequently out of stock, and even awkward scenes of SpongeBob cups being used as substitutes. At the same time, reviews of the two new drinks were mixed: the Sea Salt Caramel Silky Latte was criticized for being too sweet, while the Sea Salt Caramel Oat Latte was described as too bland. This article will restore the true picture of this collaboration campaign from multiple perspectives, including product taste, the experience of obtaining collaboration merchandise, and Cotti Coffee's internal material supply issues. [more…]

Coffee brand %Arabica recently launched a winter limited-edition new product, the "Vancouver Latte," featuring Canadian maple syrup, priced at 46 yuan, and has created themed stores in six cities nationwide. However, this coffee named after Vancouver has sparked collective teasing from local Chinese netizens because the brand has no branch in Vancouver. The new product is said to have very little actual flavor connection to Vancouver and is more like a sweetened hot latte. This article sorts out the new product information, naming logic, and netizen reactions, and reviews Arabica's past product strategy of naming products after cities, providing reference for coffee enthusiasts. [more…]

On December 16, Tims China opened its first store in Nanning, Guangxi, launching opening promotions such as buy-one-get-one-free, adding 1 yuan for a Farmer's Wrap, and giving away limited-edition cups, attracting a large number of consumers to line up in cold weather. The queue began gathering at 7 a.m., and number tickets were distributed within 20 minutes, sparking netizens' doubts about "paid stand-ins." This article reviews the promotion rules, the on-site queue situation, netizens' comments, and similar marketing phenomena by brands in non-first-tier cities, along with related recommendations from Front Street Coffee. [more…]

Luckin Coffee recently collaborated with the "Havoc in Heaven" IP to launch Olympic-themed limited-edition merchandise, but the co-branding campaign that was initially highly anticipated unexpectedly fell flat. Although many consumers frequently placed orders to collect the merchandise in the early days of the campaign, the subsequently released gold-stamped postcards failed to sustain the momentum. Staff at many locations reported that very few postcards were given out, in stark contrast to the previous week's frenzy when cup sleeves and stickers sold out. Consumers generally felt that the merchandise offered poor value for money, with nearly ten yuan of a two-cup combo going toward six pieces of paper, lacking practicality and appeal. This article will analyze in detail the reasons behind the co-branding campaign's cold reception, compare it with the earlier successful collaboration with "The Tale of Rose," and explore the timing, conditions, and human factors required for successful co-branding marketing. [more…]

Recently, a Beijing netizen discovered information about three new Blue Bottle Coffee locations on a third-party platform, respectively in China World Mall, Jiulongshan, and Sanlitun, sparking widespread discussion among coffee enthusiasts. Since entering China in 2022, Blue Bottle has opened only 13 stores in three years, expanding slowly yet enjoying great popularity. Is the rumor of three simultaneous new stores in Beijing true? Fans hold differing views. Some point out that Blue Bottle has recently made new moves in Shenzhen and Hangzhou, suggesting an acceleration in expansion; others believe the brand values site selection and cultural integration, and would not cluster in core commercial districts. Regardless of authenticity, Beijing fans are all looking forward to the day they can drink Blue Bottle right in their neighborhood. [more…]