Introduction:Recently, netizens spotted a Heytea staff member diligently studying endorsement material behind the counter, sparking curiosity about the brand’s approach to managing its new spokesperson. What kind of confidentiality measures are in place that require employees not to leak information, with potential penalties for violations? This article delves into how Heytea employs strict marketing controls to avoid the PR mishaps that have plagued other brands’ collaborations.
The scene of cramming before an exam has now unexpectedly played out in a bubble tea shop. Recently, a viral online video showed a Heytea employee hunched over a stack of color-printed materials at the counter, murmuring to themselves and occasionally looking up to try memorizing the content. It turns out, this was all related to the brand’s upcoming global premium brand ambassador—actor Cheng Yi.
Although Heytea has not yet officially announced the partnership, Cheng Yi’s fans had already speculated on social media platforms that their idol would become the brand’s ambassador. As a popular actor in mainland China, Cheng Yi boasts a large fanbase, and the brand naturally aims to be fully prepared for his arrival.
In fact, it has become common for new tea beverage brands to invite celebrities as endorsers. To present a professional image to fans of these celebrities, many brands require their staff to familiarize themselves with the endorsers’ backgrounds in advance. This not only enhances customer service experience but also helps build the brand’s professional image.
However, Heytea has been particularly cautious in its promotional handling of this ambassador. In addition to providing materials for employees to memorize, the brand has implemented strict information control policies, explicitly prohibiting staff from leaking any endorsement-related content in advance. It is understood that the brand requires each store to upload watermark photos of unopened promotional materials every night and imposes financial penalties for any violations, with potential termination of the partnership agreement.
Such tight control has led many curious fans, when contacting staff for verification, to receive a uniform response: “Hello, I’m sorry, but we haven’t received any official notification yet. For specific information, please follow our official Weibo account.” This standardized reply has made fans feel that the brand is being very tight-lipped.
Not only are the ambassador’s materials kept strictly confidential, but the management of related merchandise is also meticulous. According to staff, all ambassador-related items are not allowed to be opened upon delivery and must remain sealed until the official announcement. These control measures are clearly designed to prevent any possible leakage or unauthorized use of materials.
Industry insiders analyze that Heytea’s stringent measures this time are likely learned from the missteps of other brands. For example, in June this year, Guming faced significant backlash from fans due to poor management of its collaboration with the game *Love and Deepspace*, which included inappropriate remarks by staff and the leakage of materials—an infamous case of failure in collaborative marketing.
However, some consumers believe that brands should focus their resources on the products themselves, rather than solely emphasizing the promotional tactics surrounding the ambassadors.For most customers, the taste, quality, and production craftsmanship of the beverages are the key factors influencing whether they continue patronizing the brand.Perhaps investing more effort in product R&D and process optimization could better secure long-term consumer support.
In any case, Heytea’s rigorous approach to ambassador promotion highlights the growing maturity of marketing strategies in the new tea beverage market, as well as the brand’s high regard for fan economy and brand image.
The above content is compiled by CoffeeHunters, a coffee news website.
