On August 22nd, Heytea's nationwide network of over 4,000 stores fully launched on Taobao Flash Purchase (integrated with Ele.me). Following Moutai's entry, more industry-leading brands are joining Taobao Flash Purchase to explore diversified channel growth opportunities.

According to the announcement, Heytea simultaneously launched on Taobao Flash Purchase's "Super Popular" channel, offering limited-time promotional prices on star products including the Refreshing Guava Tea and Detox Fiber Bottle. From August 23rd-24th, both parties will jointly distribute 1 million Heytea vouchers. Through this new platform launch, Heytea aims to provide differentiated products and brand experiences to a broader consumer base.

As the food delivery industry enters a multi-platform competitive landscape, overall market capacity has grown from 100 million daily orders to over 200 million. Given that takeout accounts for 40%-45% of the new tea beverage sector, establishing deep multi-platform partnerships represents multi-dimensional growth in exposure and scale for new tea brands.

By the end of July, Taobao Flash Purchase combined with Ele.me had exceeded 90 million daily orders, with over 200 million daily active users. On the day of Beginning of Autumn this year, the number of new customers for tea beverage merchants on Taobao Flash Purchase increased 255% week-over-week. The partnership with Taobao Flash Purchase will also help Heytea tap into high-quality new users, including 88VIP members.

Recently, Moutai also officially announced its entry into Taobao Flash Purchase, as increasingly more industry leaders begin leveraging the platform as a key engine for innovative business growth. In May this year, Nayuki's Tea achieved a 200% surge in takeout orders on its first day of launching on Taobao Flash Purchase. After Taobao Flash Purchase announced its 50 billion yuan consumer voucher program in July, brands like Chabaidao and Goming saw single-day stock price increases of up to 12%, with order volumes growing 35%-50% simultaneously.

Chinese food industry analyst Zhu Danpeng believes Heytea's launch on Taobao Flash Purchase holds landmark significance. When leading brands begin breaking out of their channel comfort zones, it signals the industry's shift from traffic competition to ecosystem collaboration. "Platform subsidy wars may evolve into service standard competitions—how to deepen cooperation through delivery efficiency, membership systems, and data sharing will become the key to competition," he noted.