By / Reported by Scenic Spots Home
On August 5, HeyTea (YiFang Fruit Tea) issued a statement on Weibo emphasizing “support for one country, two systems,” which sparked dissatisfaction among Taiwanese consumers. This led to a boycott of the brand and even a campaign advocating “quit drinks to save Taiwan.” Later, in an attempt to salvage the situation, the brand launched a “buy one get one free” promotion, but the effectiveness was widely questioned as the offer seemingly failed to regain consumer trust. Now, the official YiFang statement announces strong support for its franchisees.
YiFang Fruit Tea faced consumer backlash after expressing support for "one country, two systems" on Weibo. (Photo / YiFang Fruit Tea, the same below)
In the wake of the Weibo incident, YiFang Fruit Tea launched a “buy one get one free” promotion to mitigate the impact on its business. However, many franchisees felt the damage had already been done, violating their rights as partners. Some even formed a self-help association. In response, the headquarters issued a statement committing to a series of marketing promotions in hopes of regaining the trust of both franchisees and consumers.
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The YiFang Fruit Tea headquarters announced a series of marketing and promotional plans to support its franchise stores.
The official YiFang Fruit Tea statement is as follows:
Following the unexpected news incident in early August, some YiFang Fruit Tea store sales were affected. Within the same week of the incident, Mr. Ke Zikai, founder of YiFang Fruit Tea, and senior company executives promptly convened meetings to discuss the matter. Post-meeting, they decided to implement a series of marketing and promotional initiatives amounting to NT$30–40 million to demonstrate strong support for franchisees. These include allocating over NT$10 million for promotional projects and subsidizing delivery platform listing fees.
Additionally, as part of the annual plan, the brand will launch its 4th-anniversary marketing campaign from September 9 to October 31, during which 100 domestically produced electric vehicles will be given away. At the end of the year, a large-scale co-branded event is also planned, aiming to share Taiwan’s quality tea with consumers together with its franchise partners.
Mr. Ke Zikai, founder of YiFang Fruit Tea, started his business from a small food cart at Fengyuan Miaodong in Taichung and fully understands the feelings of his franchise partners at this time. Since the incident, the head office has strengthened communication and discussions with franchisees, proactively engaging in face-to-face exchanges every week. The general manager and operations supervisors have made it a point to listen to the voices of each franchisee and respond accordingly.
In recent days, YiFang has also received much encouragement and support from many franchisees. YiFang is deeply grateful and cherishes the fact that so many franchise partners have been willing to work together with us all along, believing in and supporting the brand.
YiFang Fruit Tea Headquarters, August 28, 2019
The above is the statement issued by the YiFang Fruit Tea headquarters. Liu Yaozhou, General Manager of the Operations Management Center, also held an external press conference at YiFang’s Yongkang Store in Taipei on August 28 at 15:00 based on this statement.
This time it's not Starbucks! Second drink at half price, meals come with free hundred (yen/dollar).
》https://www.mook.com.tw/article.php?op=articleinfo&articleid=21676