YiHeTang Milk Tea - Consumer Research on YiHeTang Milk Tea
Company overview
YiHeTang (Hubei) Catering Management Co., Ltd., founded in 2012 and headquartered in Wuhan, Hubei, is a new-generation tea-based beverage chain specializing in handcrafted, original-leaf tea drinks. Since the launch of its signature product, 'YiHe Baked Milk Tea,' the brand has rapidly expanded through its high value-for-money proposition and diverse product portfolio. As of the end of 2024, it operates over 8,000 stores across 28 provinces and more than 300 cities in China, and has also entered the Southeast Asian markets, including Vietnam and Thailand. As a key player in the new-generation tea drink sector, YiHeTang continuously integrates 'tea drink + social' experiential scenarios into its brand building strategy, reinforcing its market position through innovation and differentiation
Research background
Facing an increasingly intense competitive landscape in the tea drink market, the flagship product 'Baked Milk Tea' has shown signs of declining sales and customer attrition in Guangdong since 2021. Although the decline rate is lower than the industry average, it still negatively impacts overall brand growth. Guangdong, where YiHeTang has the largest footprint and the most significant decline, has become the focal point of this research. The core objective is to identify the root causes behind the sales decline of 'Baked Milk Tea,' rebuild emotional connections between the brand and its consumers, and explore viable strategies to reverse market trends, ensuring sustained competitiveness and brand vitality in the region
Research scope
In May 2025, CEIDEA Research was commissioned by YiHeTang (Hubei) Catering Management Co., Ltd. to conduct a specialized study on 'Baked Milk Tea' across Guangdong Province. The research employs both qualitative and quantitative methods, utilizing online private-domain outreach and offline targeted invitations, with a focus on 2,920 questionnaires and two focus group interviews. Participants include category-defectors, brand-defectors, loyal customers of baked milk tea, and other existing customer segments. The study primarily examines reasons for consumer attrition, purchasing behaviors, consumption contexts, flavor and packaging preferences, and consumer profiles. Special attention is given to the differentiation value of the 'caramel-baked' flavor and its emotional resonance through social replication. The study further dissects the underlying causes of sales decline by analyzing consumer brand associations, purchase frequency, and competitive product appeal. The final report will systematically evaluate the interrelationship between product appeal, emotional resonance, and user loyalty, based on key insights from focus groups and questionnaire data, and propose precise 'stabilization and retention' and 'product iteration' optimization strategies
Expected outcomes
This study is expected to comprehensively identify the true causes behind the sales decline of the 'Baked Milk Tea' product in the Guangdong market, rebuild emotional connections between the brand and its consumers, and accurately identify high-risk and high-potential customer segments. The findings will provide reliable decision-making support and actionable recommendations for subsequent product optimization, marketing iteration, and strategic planning in the Guangdong market. Through the integration of qualitative and quantitative insights, the research outcomes will not only provide scientific evidence for the revival of the 'Baked Milk Tea' category but also offer critical support for brand revitalization and deep user engagement
Scan to add our research consultant