Brands are working to establish emotional connections with shoppers amid rise in experience-driven consumption

Nearly everything you encounter in life has a story to tell: be it a亚博体育app在哪下载官方授权419论坛品茶微信

flight ticket, a used wallet, or even the person sitting next to you in a theater.

亚博体育app在哪下载官方授权419论坛The same is true of the food and beverages that people consume.

Business owners in China are waking up to the fact that as disposable incomes rise, widely use

d terms such as “freshly made” or “locally sourced” are no longer enough to appeal to the palates of a yo亚博体育app在哪下载官方授权419论坛

unger generation of diners, who are increasingly drawn to personalized products.

It therefore comes as no surprise that brands are deciding to become storytellers-setting th

e scene and fleshing out a plot from product invention and storefront design to social marketing ca亚博体育app在哪下载官方授权419论坛

mpaigns-all in a bid to trigger an emotional investment that resonates with customers.

So when Heytea, a milk tea brand known for its rich cheese-foam topping, introduced its fi

亚博体育app在哪下载官方授权419论坛品茶微信rst Heytea Lab in Shanghai’s glitzy Grand Gateway 66 mall in June, the idea was to create a multisenso

ry drinking and culinary experience through a string of experimental installments.

Heytea has reinvented the retail concept by introducing novel menus that are updated on a weekly basis. Apart from t亚博体育app在哪下载官方授权419论坛

he regular portfolio, the newly opened Shanghai flagship store allows customers to mix cocktails with their tea drinks.

It has taken inspiration from the local culture, selling ice crea亚博体育app在哪下载官方授权419论坛品茶微信

ms featuring flavors like Shikumen Shanghai Rice Wine, a local liquor brand.

Neo Nie, founder and CEO of Heytea, said he sees Heytea not亚博体育app在哪下载官方授权419论坛

only as a cheese-topped tea store, but a cool brand that has multiple possibilities.

The seven-year-old brand, which originated in Guangdong province, now has m亚博体育app在哪下载官方授权419论坛品茶微信

ore than 250 stores nationwide and Nie is looking to expand to 400 by the end of this year.

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