HEYTEA reveals its 2024 annual report: Membership exceeds 150 million, with over 70 stores overseas

According to Zhitong Finance APP, on January 2nd, HEYTEA released its "2024 HEYTEA Annual Report." The report shows that in the face of homogeneous competition in the industry, HEYTEA has activated consumer enthusiasm for tea beverages again through differentiated strategies, providing users with healthy products and a brand experience that integrates tea and Zen. The "Super Plant Tea" series, including the Featherweight Slimming Bottle and Fire-Reducing Slimming Bottle, has sold over 37 million cups cumulatively. The report indicates that HEYTEA's user base continues to grow, with membership surpassing 150 million and an annual increase of over 50 million members.

In July 2024, HEYTEA's "Super Plant Tea" officially launched, with the first Featherweight Slimming Bottle becoming a major product of the year, selling over 3.5 million cups in its first month; the subsequent Fire-Reducing Slimming Bottle achieved a single-day sales peak of nearly 300,000 cups. By the end of December 2024, the "Super Plant Tea" series had sold over 37 million cups cumulatively, becoming a phenomenal product in the industry for 2024.

Additionally, last year HEYTEA returned with and innovated 12 matcha products. The new series of items using "Thousand Eye Matcha," called "Triple Thick Matcha," sold nearly 10 million cups in two months after launch. The annual sales of Little Milk Tea reached nearly 56 million cups.

In the entry of new consumption scenarios, HEYTEA revealed that by capturing the new custom of "using tea instead of wine" at weddings among the "post-90s" generation, it achieved cumulative sales of over 200,000 cups of wedding "Joy Tea" throughout the year.

In the upstream industrial chain construction phase, HEYTEA actively promotes the order agriculture model, having established over 1,500 acres of mulberry order agriculture base in Shantou, Guangdong, and nearly 4,000 acres of mango order agriculture base in Ledong, Hainan. To ensure that raw materials comply with food safety regulations and quality standards, HEYTEA has used over 19 million raw material traceability QR codes during the supply phase, providing raw materials with "digital IDs."

In the transportation phase, HEYTEA's supply chain delivery range extends from Mohe in the north to Sanya in the south, covering over 300 cities. It has achieved a delivery frequency of "one delivery per day" in new first-tier cities and above, utilizing big data to plan dedicated logistics vehicle routes over 75,000 times.

Under multiple differentiated strategies, HEYTEA achieved counter-cyclical growth in store sales in the third and fourth quarters of last year. Moreover, the average performance of newly opened stores in the second half of the year significantly exceeded that of the first half, showing a trend of continuous and substantial outperformance compared to the industry average; during the industry off-season in the second half of the year, HEYTEA's store performance even surpassed certain peak months in the first half, with sales across stores nationwide exhibiting a "not-so-slow off-season" phenomenon.

In terms of international expansion, in 2024, HEYTEA continues to strengthen its presence in representative consumer markets globally, including the UK and North America. As of now, HEYTEA has opened over 70 stores in seven overseas countries, including Singapore, the UK, Canada, Australia, Malaysia, the United States, and South Korea, as well as in the Hong Kong and Macau regions of China