HeyTea reveals its 2024 annual report: membership surpasses 150 million, with over 70 overseas stores.

On January 2nd, Hey Tea released the "2024 Hey Tea Annual Report". The report shows that in the face of homogeneous competition in the industry, Hey Tea provided users with healthy products and a brand experience that integrates tea culture through differentiation strategy, reactivating consumers' enthusiasm for tea drinks. The "Super Plant Tea" series, including the feather weight loss bottle and the anti-inflammatory weight loss bottle, has sold over 37 million cups in total. The report also shows that the user base of Hey Tea continues to grow, with Hey Tea members exceeding 150 million, an increase of over 50 million members for the year. In July 2024, Hey Tea officially launched the "Super Plant Tea". The first feather weight loss bottle became the annual best-selling product, selling over 3.5 million cups in the first month of its launch. The subsequent anti-inflammatory weight loss bottle reached a record high daily sales of nearly 300,000 cups. By the end of December 2024, the "Super Plant Tea" series had sold over 37 million cups, becoming the phenomenal best-selling product of the industry in 2024. In addition, Hey Tea reintroduced and innovated 12 matcha products last year. The new series "Triple Thick Matcha" with "Thousand Eye Matcha" sold nearly 10 million cups in two months since its launch. The annual sales of Little Milk Tea was almost 56 million cups. In terms of new consumption scenarios, Hey Tea revealed that they seized the opportunity of the new tradition of "replacing alcohol with tea" for weddings among the post-90s generation, achieving cumulative sales of over 200,000 cups of wedding "double happiness tea" last year. In the upstream of the industry chain, Hey Tea actively promoted the order-based agricultural model. They have established over 1,500 acres of mulberry order agricultural base in Shantou, Guangdong, and nearly 4,000 acres of mango order agricultural base in Ledong, Hainan. To ensure that raw materials meet food safety regulations and quality standards, Hey Tea also uses over 19 million raw material traceability QR codes during the supply stage to provide ingredients with a "digital ID". In terms of transportation, Hey Tea's supply chain distribution covers over 300 cities from Mohe in the north to Sanya in the south. They achieve a daily delivery frequency for new first-tier and above cities and plan logistics routes with big data to exceed 75,000 times. With multiple differentiation strategies, Hey Tea achieved a growth in store sales in the third and fourth quarters of last year. Furthermore, the average performance of new stores opened in the second half of the year was significantly higher than that of the first half of the year, showing a trend of continuously surpassing the industry average. During the off-season in the second half of the year, the performance of Hey Tea stores even surpassed some peak months in the first half of the year, and stores nationwide showed a phenomenon of "still busy during the off-season". In terms of international expansion, Hey Tea continued to expand in representative consumer markets such as the UK and North America in 2024. As of now, Hey Tea has opened over 70 stores in seven overseas countries including Singapore, the UK, Canada, Australia, Malaysia, the US, South Korea, as well as Greater China region.