Introduction:Beijing's Qianmen Street welcomes a new branch of HEYTEA Tea House, which launched with promotions such as buy-one-get-one-free upon opening, just a stone's throw away from the Starbucks Reserve store that settled here in 2018. This collision between the new-style tea drinks culture and coffee culture not only showcases the charm of both beverages, but also breathes new life into this historic district. This article takes you through the strategic differences between these two major brands, as well as the historical background and consumer experience on Qianmen Street.
Beijing’s Qianmen Street, an old thoroughfare that has witnessed centuries of commercial prosperity and imperial culture, recently welcomed a new member — HEYTEA Tea House officially opened here. To attract customers, HEYTEA is offering attractive promotions: buy one get one free on all products for the first three days of opening, and different levels of discount coupons available via the mini-program in the following days. Interestingly, back in 2018, Starbucks opened its Reserve store at No. 1-1 Qianmen Street. One blends modern minimalism with Chinese sentiment, the other adheres to an old Beijing style. These two major beverage brands meet head-on at this historic landmark — which one will win over consumers more?
HEYTEA’s arrival in Qianmen Street has once again drawn market attention. On September 22, HEYTEA’s official Weibo account announced the opening of the new store under the title “Meet Joy at Qianmen, Open a Teahouse,” detailing the opening benefits: buy one get one free for the first three days, buy one get one free coupons available via the mini-program from day four to six, and buy two get one free coupons from day seven to nine. For Beijing consumers, this round of promotions is definitely worth trying.
As one of Beijing’s most famous commercial districts, Qianmen Street is located on the city’s central axis. In the past, it was the imperial road for the emperor’s outings, hence it was commonly known among the people as “Qianmen Street.” Its history dates back to 1550. From the Ming and Qing dynasties to the Republic of China period, it was called Zhengyangmen Street, and it was not until 1965 that it was officially renamed. This street once gathered many time-honored brands, such as Quanjude Roast Duck, Liubiju, and Yitiao Long Lamb Restaurant. The lifestyle and taste of Beijing’s affluent class in those days can be glimpsed from the saying, “Hats from Ma Juyuan, shoes from Neiliansheng, clothes from Badaxiang, and belts from Siheng,” with all these brands having had stores on Qianmen Street.
To this day, Qianmen Street remains a popular tourist destination, with countless food and shopping guides available. Many long-established brands continue to operate steadily. The new HEYTEA store is located at No. A2-2, Qianmen Street, Dongcheng District, Beijing. Photos shared by netizens show that its exterior features authentic traditional Chinese design, with red bricks, blue plaques, and wooden beams and mortise-and-tenon structures, harmoniously blending with the surrounding ancient architecture. However, stepping inside reveals HEYTEA’s signature modern minimalist style, full of a sense of technology, creating an interesting contrast.
HEYTEA has also gone all out in its promotion efforts. The gray walls inside the store display the brand’s development story since 2012, taking customers on a journey through the brand’s history. In addition, prior to the opening, HEYTEA teased the “new store in the capital” on Weibo and held a closed beta event. Participants were required to wear clothing in the style of old Beiping and bring Beijing-related items that could be exchanged with others as entry credentials, creating a strong nostalgic atmosphere.
It’s worth mentioning that Starbucks opened its Reserve Coffee House at No. 1-1 Qianmen Street as early as 2018. Its décor follows an old Beijing style, retaining a large number of original architectural elements to create an atmosphere that complements the surrounding environment. HEYTEA’s modern Chinese style and Starbucks’ classical design form a sharp contrast. The competition between the two in the same area is not only a battle of brands, but also a clash between new-style tea drinks and coffee culture in Beijing’s historic district.
As a non-renewable historical resource, Qianmen Street preserves both the bustling memories of old Beijing and the growth of emerging brands. Both HEYTEA and Starbucks have integrated into this historic district in different ways, neither obscuring the historical traces nor failing to successfully introduce modern elements. For consumers, whether enjoying a modern tea drink or savoring a classic cup of coffee, they can experience here the unique charm of the blend of old and new.
The above content is compiled by CoffeeHunters, a coffee news website.
