Ordering a cup of Heytea may not just be a drink, but a canvas that belongs to you.
Recently, the "hand drawn custom cup stickers" function quietly launched in the Heytea mini program has stirred up a thousand waves on social media like a stone thrown into the lake. Netizens have transformed into "soul artists" and turned milk tea cups into their own "pain cups" - recording emotions, promoting idols, playing with memes, and even... using facial stickers to "open up" competitors.
This is not just a fun interaction, but also a business revelation about "user co creation" and "brand protection".
1、 My cup stickers are my own decision: a nationwide "creative carnival"
Do you remember before, we could only choose from the templates pre-set by the brand? Xicha handed over the 'paintbrush' directly to us this time.
From 'consumers' to' creators': Nowadays, we are no longer passive 'first parties' who receive information, but' designers' who personally go to the scene. Whether it's randomly drawn lines, carefully drawn anime characters, or even a few words to say to friends, they can all become the unique "ID card" of this cup of milk tea. This cup of tea is not just tea, it's my story.
The 'traffic password' of social platforms: This unique experience naturally carries the gene of 'sharing'. On Xiaohongshu and Weibo, the topic of "# Heytea Customized Cup Stickers #" remains highly popular, with various masterpieces emerging one after another. Some netizens drew an "abstract version of Starbucks", while others directly "renamed" Heytea to "a little bit", which made people laugh uncontrollably. The brand probably laughs while praying for approval.
The emergence of "side businesses" has shown economic effects: this wave of enthusiasm has even ignited the "painting agency" service on Xianyu. If you feel like your hands are weak, it's okay. Spend a few to tens of yuan and professional artists will help you realize your creativity. This small cup sticker has even leveraged a miniature industrial chain.
2、 Behind the carnival is the brand's carefully considered "intellectual property moat"
When we immerse ourselves in this creative carnival, HEYTEA does not just focus on "playing", they have already built a solid "intellectual property moat" for this innovation.
Don't forget, synchronized with this feature is the systematic intellectual property layout of Shenzhen Meixi West Catering Management Co., Ltd., an affiliated company of HEYTEA.
Appearance patent, locking in "visual uniqueness": HEYTEA has applied for appearance design patents for "labels", "cup covers", etc. This means that the unique designs on cup stickers that combine brand logos and classic color schemes are protected by law. Do others want to copy? no way. This not only protects the design, but also the differentiated advantages that the brand has worked hard to establish.
Copyright registration, safeguarding the "brand soul": In addition to the cup stickers themselves, familiar art works such as the "HEYTEA HEYTEA series illustrations" and the "tea blending master" image have also completed copyright registration. These visual assets are the core of brand IP, and with copyright protection, they can be ensured to be used correctly and exclusively in various scenarios, preventing others from "riding on the heat".


3、 From "sky high joint venture" to "user co creation": a textbook level strategic transformation
If you stretch the timeline, you will find that the popularity of "hand drawn cup stickers" is not accidental. It is precisely a microcosm of Heytea's overall strategic transformation this year.
Say goodbye to "burning money" collaborations and embrace "lightweight" interactions: Once upon a time, the tea drinking industry was dominated by "collaboration" wars, often involving millions of IP licensing fees. But this year, HEYTEA has almost suspended this heavily invested joint venture activity. Compared to others, the cost of "hand drawn cup stickers" is much lower, but the interactivity and user engagement are stronger by more than an order of magnitude. This is a beautiful turn from "traffic thinking" to "value thinking".
From "solo performance" to "chorus": In the past, brand marketing was like a brand singing a "solo performance" on stage. Now, through this feature, HEYTEA invites all users to take the stage together and compose a "chorus" together. This "user co creation" model not only brings the brand closer to consumers, but also makes the brand itself appear more "lively" and "humane".
Conclusion: Innovation and protection are the "wings" of a brand's longevity
A cup of milk tea, a cup sticker, but behind it lies a profound business logic.
Xicha uses a small "hand drawn custom cup sticker" to tell us that true innovation is not only about bringing surprises to users, but also about using intellectual property armor to firmly protect this surprise.
This is not only a respect for one's own hard work, but also a winning weapon for brands to maintain unique charm and lasting vitality in fierce market competition.
Next time, when you open the Heytea mini program on the street and prepare to design your own exclusive cup sticker, what you participate in is not only an interesting interaction, but also a wonderful game about creativity, emotion, and wisdom.