Being articulate in speech is important and can benefit individuals in various aspects of their lives. Being articulate is a valuable skill that is often overlooked and not properly taught, especially to young men. Being articulate allows individuals to negotiate, communicate effectively, and make a compelling case for themselves or their ideas. Our culture is based on the idea that words have the power to bring order from chaos, and being articulate is a way to harness that power. Examples are given of how being articulate has helped people in different professions, such as a plumber who can negotiate with clients or a special operations soldier who can communicate effectively with his team and superiors. Choosing to be inarticulate is foolish and limits one's potential. To become more articulate, one should pay attention to what they say and how it makes them feel, feel for the right words that align with their beliefs and values, listen to oneself, avoid fillers and pauses, and take the time to craft words carefully. Reading great writers and writing about one's thoughts and problems can also improve articulation. Being articulate is a moral endeavor and a way to become the master of one's own tongue. Pausing and asking oneself genuine questions during conversations can lead to interesting conversations and personal growth.
Southeast University asserts its commitment to a “zero-tolerance” policy regarding moral and ethical conduct among its faculty members. Source from SCMP
I. Introduction
In recent years, we have observed a worrying trend in our education system — a moral decline marked by disturbing incidents involving teachers breaching professional boundaries, often manifested as sexual harassment or infidelity. These are not just aberrations but signs of a deep-rooted systemic issue that warrants urgent attention.
Infidelity among teachers goes beyond marital indiscretion and includes inappropriate relationships or sexual misconduct with colleagues, students, or other stakeholders in the education sector. Such behaviour is detrimental to the teachers involved and has far-reaching effects on the victims and the larger educational community.
II. Historical Perspective
Review of Historical Trends of Morality in Education
Teachers and students build education on a foundation of trust and mutual respect. Over the years, this moral fabric has unfortunately seen its share of stains. More recently, in the digital era, the apparent anonymity and perceived lack of direct consequences have likely contributed to a rise in inappropriate conduct and sexual harassment within the education system. It is a concern because it undermines the fundamental values of education and creates a hostile environment for learners, hindering their growth and development.
A significant insight into this problem came from the “Survey on Sexual Harassment Encountered by Undergraduates and Graduates in Chinese Universities” in 2017. This report revealed alarming statistics about the prevalence of sexual harassment in educational institutions. Of the 6,531.0 surveyed students, 69.3% reported having experienced sexual harassment. This figure translates into 4,526.0 individuals, worrying 11.0% enduring such harassment more than five times.
More significantly, school superiors — including school leaders, teachers, and tutors — were responsible for 9.1% of these incidents, signalling a profound issue within the education system.
If we look at more recent data, the problem persists and even worsens. In 2022, China had approximately 37.0 million undergraduate and 3.7 million graduate students. Based on the proportion of harassment incidents reported in the 2017 survey suggests that around 2.5 million of these students may be experiencing unethical behaviour from their academic superiors. This statistic lays bare the scale of the issue and underscores the pressing need for immediate action.
Further complicating the matter is that 50.2% of reported sexual misconduct originated from university students, many of whom are likely to become future teachers. This figure brings attention to a deeply rooted problem that extends beyond the current teaching body and implies that the culture and norms within academic environments must be scrutinised and rectified.
III. Case Studies
Various specific instances of teacher infidelity further highlight the severity of this issue. Here are just a few cases:
Zeng, the director of the Sculpture Department at Sichuan Media College, was dismissed after discovering his multiple inappropriate relationships with female students. His actions constituted a gross violation of professional ethics and an abuse of the trust his students and institution placed in him.
At Zhengzhou University, a teacher named Wang forcibly assaulted a female student, leading to her pregnancy. The subsequent forced abortion resulted in her infertility. They dismissed Wang from his post due to his reprehensible actions. The female student posted in her Webo, “I didn’t dare to bring up this matter before because I was always afraid of the power and retaliation from the principal’s teaching. The feeling of humiliation and self-esteem sealed my mouth. I admit that I was quite naive at that time. I must take some responsibility for the whole incident. The helplessness of my family, the legacy of education, and the lack of love in the past have all contributed to this terrible outcome.”
Qian Fengsheng, an associate professor at the Shanghai University of Finance and Economics, was dismissed from his role following allegations of sexual harassment. His actions, which included verbal and physical harassment of a student, caused significant distress and violated her rights.
Following revelations of deceptive relationships with multiple female students, Peking University dismissed Feng Renjie, a researcher, and revoked his teaching qualifications. His actions represented a gross exploitation of his students’ trust and a flagrant disregard for appropriate behaviour.
Ye Cheng, a counsellor at the Art College of Zhengzhou University of Science and Technology, was expelled for engaging in a long-term extramarital affair with a student. His actions constituted a breach of professional ethics and abused the power dynamic inherent in his role.
A prominent professor and doctor, Li Qi, in Shanghai, has been dismissed from his position following allegations of an extramarital affair and subsequent abortion with one of his female students. An investigation by the university concluded that the professor’s actions violated professional ethics and hurt society.
On the evening of 16 Jan 22, a teacher named Dong from Chengdu University of Traditional Chinese Medicine raped a 21-year-old female student. On the 17th, reporters learned that the police were investigating the incident. Chengdu University of Traditional Chinese Medicine has issued a statement announcing that they have dismissed Dong.
IV. Sexual Infidelity that Chinese College Students Might Face
The statistics reveal a concerning landscape of sexual harassment students faces in China, with numerous violations reported. A significant 33.8% of students reported experiencing unwanted sexualised staring, which, while appearing minor, can create a discomforting learning environment. The issue of unwanted sexual gestures or exposure was reported by 25.9% of the respondents, marking a clear violation of personal boundaries and consent.
A large percentage of students, 34.8%, reported being subjected to unwanted sexual jokes, texts, or images. This insidious form of harassment can significantly hamper the mental well-being of students. Insulting comments about a student’s sexual orientation were reported in 8.6% of incidents, indicating the discrimination students face based on their sexual identities.
The issue of persistent, unwanted sexual advances, even after rejection, was reported by 20.3% of students. Such behaviour can impose significant psychological stress on victims. A high 32.7% of students reported experiences of unwanted physical contact, demonstrating a direct invasion of personal space.
Reports indicate that 8.8% of incidents involved unwanted forced kissing, and despite forming a smaller fraction at 1.7%, explicit sexual coercion still showcases the presence of outright forceful behaviours. Alarmingly, 3.2% of respondents reported fears of retaliation for not complying with sexual demands, and a similar percentage reported instances of forced sexual activity.
These figures present a disquieting picture of the extent and variety of sexual harassment experiences endured by students, highlighting the need for comprehensive action to address this issue.
V. Factors of the Ridiculous Situations
Several factors contribute to the persistence of teacher infidelity and sexual misconduct despite years of regulation and oversight. These factors include:
Psychological and Physiological Needs
Most incidents of teacher infidelity or sexual misconduct occur among individuals aged 35 to 45, which is the highest age group for getting a divorce. This age group often experiences the “seven-year itch” in their marriages or seeks new relationships after leaving previous, stagnant marriages. The nature of their work also leaves them yearning for new stimuli. Unlike other industries where individuals interact with different people daily, teachers primarily interact with students and children. If their lives lack additional excitement outside of work, they may seek fulfilment and satisfy their psychological needs elsewhere.
Changing Times and Distant Teacher-Student Relationships
In Chinese universities, a common phenomenon is that teachers need help remembering their students’ names, and students need to be made aware of their teachers’ identities. The teacher-student relationship has become increasingly impersonal and distant. However, as relationships gradually develop, teachers may feel accomplished and satisfied. Teachers are mostly admired by their students when they are closed together, which helps them to gain value and appreciation.
Teaching Extends Beyond Education to Power Dynamics
Teachers possess the authority to review students’ graduation theses and determine their academic future, creating a power dynamic that leaves students reluctant to speak out against inappropriate behaviour. The difficulty of documenting touch-based incidents as evidence further hinders students’ ability to protect their rights.
The report highlights an unfortunate case of sexual harassment experienced by a female doctoral student at the hands of her supervisor. The supervisor engaged in a range of inappropriate behaviours, including making derogatory comments about the student’s appearance, coercing her to expose her feet, and violating her boundaries under the guise of paternal affection. This ongoing harassment took a severe toll on the student’s mental health, leading to depression and thoughts of suicide. The supervisor’s actions, characterised by a volatile temperament and a desire to humiliate others, created an environment of fear and shame for the student. Despite her resilience and decision to continue her academic journey, the supervisor’s harassment persisted, further exacerbating her distress. The case highlights the profound impact that sexual harassment can have on victims and emphasises the urgent need for effective measures to prevent and address such misconduct in educational settings.
The recent news involving an alleged involvement of a female doctoral student from the South China University of Technology in her supervisor’s marriage has attracted significant public attention and scrutiny. Social media platforms have played a role in amplifying these incidents and sparking public discourse.
Lack of Clear Feedback Channels and Institutional Response
There is a general lack of clear channels for students to provide feedback and report incidents of teacher infidelity or sexual misconduct. Instances where individuals have attempted to report such behaviour, have often been met with indifference or ineffective responses. For example, the wife of a teacher involved in an extramarital affair had no means to address the issue within the school. She resorted to anonymously reporting the teacher’s misconduct online. Many students express a lack of awareness regarding reporting channels or doubt the effectiveness of reporting. Some have sent multiple registered letters without any response until resorting to public online platforms.
In 2011, Huang Qiaozhen had been anonymously reporting Dai Mou Biao for several years. In the second year of her marriage, after giving birth, she experienced severe pain in her genitals, triggering memories of being raped six years prior. She sought justice by approaching the Ganzhou Public Security Bureau and Gannan Normal University, filing complaints and writing letters of accusation, but her efforts went unanswered. Huang expressed deep sadness and frustration, often unable to control her tears.
Here is another example from the study, during her university years, a female student sought help from a teacher with international study experience to write a recommendation letter. While reviewing the letter in his office, the teacher put his arm around her shoulder and touched her inappropriately. She felt frozen and didn’t know how to react. Afterwards, she confided in her roommates, and some male friends, but their reactions were minimal. She struggled with the incident but eventually found support from a close friend and books to help her cope. She felt helpless then, unsure how to report the teacher without jeopardising her graduation or facing potential gossip.
Misunderstanding and Shame from Parents Result in Reduced Consciousness
In this story, a woman recounts her experience of being sexually harassed by a family friend during her childhood. Despite feeling violated, she could not speak up due to shame and fear. The incident caused her to resent her mother for not protecting her. Over the years, she carried the trauma and eventually found solace in journaling about her feelings. The story highlights the long-lasting impact of sexual harassment and the silence surrounding it.
The story revolves around a woman who shares her unsettling encounter with sexual harassment during childhood. The incident involves a family friend who took advantage of her vulnerability and subjected her to inappropriate behaviour. The woman’s feelings of violation and disgust were compounded by a sense of shame, preventing her from disclosing the incident to her parents or seeking help. The narrative highlights the damaging effect of social stigma surrounding sexual harassment and its detrimental impact on victims, causing them to internalise blame and suffer in silence.
At the dinner table, Siqi said to her mother with the tone of spreading cream on bread, “Our home-schooling seems to have everything except for sex education.” Her mother looked surprised and responded, “What sex education? Sex education is for those who need sex. Isn’t that what education is all about?” Siqi understood then that her parents would forever be absent from this story. They skipped class, yet they assumed school hadn’t even started. — An excerpt from “Fang Siqi’s First Love Paradise”.
These factors collectively contribute to the persistence of teacher infidelity and sexual misconduct within the education system. If left unchecked, these behaviours can harm students’ well-being and academic environment, undermine the trust and reputation of the education system, and perpetuate a culture of misconduct.
Raising the Level of Public Sexual Education and Emotional Cognition Education in China
The report shows that men and women have different understandings and definitions of sexual behaviour. It’s especially noteworthy when the understanding disparity exceeds 15%. Under different comprehension standards, how can we effectively define and guide men’s and women’s behaviour? In China’s traditional education, sex often causes discomfort or embarrassment, resulting in a lack of clear boundaries and understanding of appropriate behaviour among modern men and women, which includes whether sharing past sexual experiences counts as sexual harassment. This lack of education causes many students to fail to recognise when they’re facing inappropriate phenomena and behaviours.
Develop and Implement Robust Policies and Training Programs
Education institutions should create a comprehensive policy addressing teacher-student relationships and providing guidelines for appropriate behaviour. The policy should include consequences for violations, such as dismissal, revocation of teaching licenses, and potential legal action. The educational community should receive clear communication about this policy.
In addition to the policy, educational institutions should implement mandatory training programs for staff and faculty members. These programs should focus on professional ethics, understanding and respecting boundaries, and how to recognise and report inappropriate behaviour. They should implement regular refresher training to ensure these concepts remain top-of-mind.
They should also establish anonymous reporting channels that allow students to express their concerns without fearing retaliation. It is essential to create an environment where students feel safe and comfortable reporting any incidents of misconduct.
For the unique profession of a teacher, it might be necessary to establish higher monitoring mechanisms or punitive measures on the moral level. For example, the education system should bar teachers who demonstrate “immoral” behaviour from re-entry. Recruitment processes should include online auditing mechanisms and conduct background checks on people close to these individuals. Undeniably, the teaching profession is a disseminator of social values and ethics. We need to apply higher scrutiny to moral standards. How can we expect a teacher who has strayed, lacking self-control and family values, to nurture excellent talents with the correct values and family concepts?
Comprehensive Sex and Emotional Education
The data shows that misunderstandings about appropriate sexual behaviour and a lack of awareness about sexual harassment contribute to the issue. Therefore, the Chinese education system should implement comprehensive sex and emotional education at all levels of education, including college.
In a case study of the US sexual harassment education, the regulations highlight some standards. “Define child sexual abuse, sexual harassment, and domestic violence and explain why they are harmful and their potential impacts” that students can do by the end of Grade 5. Their “National Sexuality Education Standards: Content and Skills, K-12” guides every school and teacher to educate all the students to try to protect themselves and have the correct definition.
This education should cover various topics, such as consent, understanding and respecting boundaries, recognising inappropriate behaviour, and understanding the emotional implications of relationships. By equipping students with this knowledge, we can ensure that they are prepared to navigate the complexities of relationships and know when they are in a potentially harmful situation.
Learn from Other Experienced Countries
Adopt a Zero-Tolerance Policy:
In the United States, Title IX is a federal civil rights law passed as part of the Education Amendments of 1972. It prohibits sex discrimination in educational institutions that receive federal funds, including sexual harassment. Chinese education institutions could adopt similar zero-tolerance policies against sexual misconduct or infidelity, strictly adhering to these policies without exception, including providing resources for students to understand their rights and ensuring swift and thorough investigations into any claims of harassment or misconduct.
Establish Title IX-Inspired Offices and Roles:
Many American universities have offices dedicated to Title IX, ensuring compliance with the law, conducting investigations, and providing support for victims. Chinese universities could also establish similar roles or offices dedicated to handling reports of sexual misconduct, providing support and resources for victims, and conducting investigations.
These offices would ensure that the university’s policies align with best practices in handling such issues. They would also provide training to all staff, faculty, and students to better understand what constitutes inappropriate behaviour and how to report it. Such offices could also lead the way in fostering a culture of respect and integrity within the institution.
VII. Conclusion
In conclusion, teacher infidelity and sexual misconduct in the Chinese education system is a pressing issue that requires immediate attention. Implementing these strategies can create a safe, respectful, and supportive environment for students and teachers.
China’s new-style tea beverage industry has experienced remarkable growth, driven by changing consumer preferences and growing demand for innovative and experiential tea products. From 2016 to 2025, the market size of China’s new tea industry is projected to witness significant expansion, with revenues increasing from CNY 29.1 billion in 2016 to an estimated CNY 375.0 billion in 2025.
However, despite the promising prospects, players in the new-style tea beverage industry face several challenges and considerations to effectively tap into this lucrative market. Understanding the consumer landscape is essential to devise strategies that cater to their preferences and enhance their experience.
According to a consumer survey conducted by iiMedia, most new-style tea beverage consumers in China are young adults, with those aged between 22 and 40 accounting for a significant proportion. Additionally, female consumers dominate the market, representing 81.7%. Consumption in first and second-tier cities is prevalent, with the eastern region, particularly the East China area, demonstrating a more extensive customer base.
The survey reveals variations in purchasing frequency in consumer behaviour. In 2021, many consumers reported purchasing new-style tea beverages several times daily or daily. However, in 2022, there was a shift in purchase frequency, with fewer consumers making purchases several times a day and more opting for a weekly frequency.
Furthermore, the purchase channels for new-style tea beverages are diverse. In 2021 and 2022, many consumers chose to consume tea beverages at physical stores, while a considerable portion also ordered online for in-store pickup. Third-party food delivery platforms, brand-specific applets, and apps were popular purchase channels.
Consumer preferences and purchasing behaviour can be influenced by various factors, leading to fluctuations in purchase frequency. In 2021, inconveniences caused by the COVID-19 pandemic, high prices, declining preference, lack of innovation, long waiting times, health concerns, fear of weight gain, and limited store availability were the main reasons for reduced purchase frequency. In 2022, factors such as long queues, high prices, limited flavour options, poor service, limited store availability, and other miscellaneous reasons contributed to decreased purchase frequency.
In conclusion, China’s new-style tea beverage industry has witnessed a shift towards online ordering as consumers develop a habit of enjoying these innovative drinks. However, the industry must address the issue of long waiting times to maintain consumer interest and prevent a decrease in order frequency. By embracing digitisation and improving operational efficiency, companies can enhance the overall customer experience and sustain growth in the market.
In the following sections, we will delve into the specific digitisation efforts and achievements of three prominent players in the industry — Nayuki, Heytea and Mi Xue Bing Cheng — to shed light on the transformative potential of digital technologies in this sector.
II. Digitisation Transformation in the New-Style Tea Beverage Industry
Digitisation transformation in the context of the beverage industry refers to incorporating digital technology into all aspects of business operations, fundamentally changing how businesses operate and deliver value to customers. It involves several facets, including establishing digital platforms for transactions and communication, harnessing data-driven insights for better business decision-making, and integrating digital systems for more efficient inventory management.
The adoption of digitisation provides numerous benefits to both businesses and consumers. From the business perspective, it allows for more efficient operations, deeper consumer insights, enhanced customer engagement, and improved decision-making. For consumers, digitisation fosters personalised marketing, faster service times, access to detailed product information, and more streamlined ordering and payment processes.
Despite its potential benefits, the new-style tea beverage industry also needs help adopting digitisation. It encompasses safeguarding data privacy and security, mitigating the burden of substantial upfront setup costs, addressing resistance to change within the corporate culture, and continuously updating and maintaining digital systems to remain pertinent in a persistently evolving tech environment.
Case Studies of China’s New-style Tea Beverage Industry
Within this broader context, we will examine the efforts of three key players in the new-style tea beverage industry, Nayuki, Heytea and Mi Xue Bing Cheng, in embracing digitisation.
Nayuki
Nayuki started its journey in 2014 by establishing its first store in Shenzhen, aiming to create a high-end, freshly made tea experience. From 2017 to 2020, it began global expansion, incorporated a membership system to foster customer loyalty, and diversified its offerings. It successfully launched a fruit-flavoured, sugar-free, sparkling water online. This period also saw Nayuki utilising data collection and analysis to fine-tune its offerings to customer preferences. It led to the discovery of a consumer trend towards healthier, sugar-free tea options.
From 2020 onward, Nayuki shifted its focus towards digital transformation to reduce costs and increase efficiency. One notable achievement was the launch of the Teacore system — a self-developed digital platform facilitating automated scheduling, tea making, and order & shipping processes. Nayuki also implemented automatic tea-making machines across all stores, increasing production capacity and reducing training costs and errors. Emphasising its digitisation commitment, Nayuki continues utilising its digital platform to collect customer preferences and needs, thereby maintaining and upgrading its seasonal menu options. It also prioritises food safety by adopting a “System Supervision + Digital Monitoring” approach, implementing over 20 internal food safety management systems and conducting over 12,000 inspections over two years.
Some actions have substantially boosted Nayuki’s user experience and operational efficiency, demonstrating the potential of digitisation in the beverage industry.
1) Automation
They introduced an “Automatic Bubble Tea Machine” in 2022, which can complete a cup of tea within 10.0 seconds, significantly improving production efficiency by 40.0%.
2) Pricing and Product Design Strategy
The average price per item was reduced from CNY 25.0 to less than CNY 20.0 in 2022. Tailored product line to customer needs, such as introducing healthier options and making the packaging more portable. For instance, the “Nayuki Fruit Tea” using monk fruit juice as a natural sweetener sold nearly 4.0 million bottles in the South China region alone since its launch on September 2022.
3) Virtual Expansion and Customer Engagement
They launched the metaverse platform “Nayuki’s Funland”, including the issuance of virtual currency “Nayuki coins” and virtual stocks, along with NFT surprise boxes. The pre-paid card campaign, which offered CNY 150.0 in value for a CNY 100.0 card, sold out CNY 190.5 million within 72 hours, setting a new sales record in the industry.
4) Data-Driven Inventory Management
They utilised data-driven insights for effective order and inventory control, guaranteeing product availability while avoiding the excess stock. This approach is particularly essential given the limited daily supply of certain items like bread.
Hey tea
On the other hand, Heytea, which operates its tea gardens and intensely cooperates with original tea gardens and upstream tea suppliers, implemented an ERP system to digitise its supply chain as early as 2017. In 2019, it added 15.8 million new users to the Heytea Go applet, showcasing its digital operation capabilities by designing products and strategies tailored to user needs. Its efforts have paid off, with the Heytea Go applet now serving as the core channel for serving its members.
Continuing its digitisation journey, Heytea developed tools in 2022 to predict demand for raw materials and manage new product inventory. It achieved this through dynamically monitoring sales, raw material demand, and information on overall supply chain inventory, improving the operating efficiency of its supply chain and facilitating product research and development. Heytea, through its sustained digitisation efforts, actively demonstrates the effective use of digital tools. This application of technology drives efficiency, elevates the customer experience, and boosts business performance in the new-style tea beverage industry.
One of the most noticeable outcomes of Heytea’s digital transformation is the WeChat applet “Heytea Go”. This app lets customers understand the duration between placing and receiving an order, effectively reducing customer wait times. According to the company’s 2020 annual data, the average wait time for customers using the “Heytea Go” app in 2020 was one-third less than when it first launched in 2018.
In response to customer complaints about high prices, HeyTea has altered its pricing strategy, primarily reflected in product pricing. At the beginning of 2022, amid the rising costs of catering brands, HeyTea chose a contrarian pricing adjustment, announcing that they would no longer introduce products priced at CNY 29.0 or above within the year. Over the past year, most of HeyTea’s products have been adjusted to a price range of CNY 15.0 to CNY 19.0, accounting for 80.0% of its offerings.
Post-pandemic updates to the app provide customers with coloured progress bars indicating the estimated preparation time based on the store’s order volume. This unique feature encourages customers to avoid peak ordering periods, improving user experience and offering accurate waiting time predictions.
Moreover, Heytea launched “Go Stores” in popular business and office areas to manage customer flow better. Large QR codes for the WeChat app are prominently displayed, encouraging customers to scan and order. Within six months of launching, the app had more than 5.0 million users, a daily user count exceeding 185,000.0, and a repurchase rate of 300.0%. Interestingly, about 70.0% of WeChat-paying customers preferred ordering via the app rather than queueing in stores.
Heytea set up a VIP system for customers to improve user experience and interactions, which helps to increase rebuying to have more revenue.
Heytea also launched an online membership system and a unique “Heytea Intelligent Drink Taking Cabinet” developed over ten months to alleviate the strain of increased online orders and enable contactless pickup. By the end of 2020, “Heytea Go” had a staggering membership count of over 35.0 million, with 13.0 million new members joining that year. Most Heytea customers (about 81.0%) chose online ordering, with around 24.8% opting for delivery and 75.2% selecting in-store pickup.
In 2022, the membership grew to surpass 63.0 million, with 13.0 million new members joining alone. These members generated about 80.0% of Heytea’s total sales revenue. Compared to 2018, “Heytea Go” helped reduce the real customer waiting time by over 10.0 million hours in 2022. This surge in digital engagement has led to a 20.0% average increase in daily and monthly sales volumes since June 2022 compared to the previous year.
Heytea’s commitment to superior tea quality and a delightful user experience has significantly influenced this growth. The successful launch of new products such as fruit teas and milk-based drinks and collaborations with well-known brands have enhanced brand allure and customer satisfaction. For instance, a single store sold up to 2,600 cups of Blackberry Mulberry in one day, receiving a 98.0% satisfaction rating across the network.
Furthermore, collaborations with popular brands such as Hiroshi Fujiwara and Dream of China have spurred consumer excitement. Notably, the Dream of China collaboration sold 300,000 cups of “Perilla Peach Drink and Dream Tea” on the first day, setting a new trend for the TV show’s co-branded tea products.
Heytea’s digitisation has markedly enhanced the user experience and played a crucial role in its operational triumph.
Mi Xue Bing Cheng
Mi Xue Bing Cheng has been actively harnessing digitisation to enrich customer experience and improve efficiency. The company has seamlessly integrated digitisation into its manufacturing processes, allowing for automation, quality inspection tracking, and inventory control.
Furthermore, Mi Xue Bing Cheng has implemented Business Intelligence (BI) for more efficient data processing and extraction, providing a solid decision-making foundation. Its partnership with Guanyuan Data successfully digitalised inventory, goods, and memberships, which enabled the company to make more data-driven business decisions. They plan to enhance intelligent data analysis further and convert data into actionable guidelines for franchisees and store managers. Despite the increased workload, Mi Xue Bing Cheng focuses on improving customer experience and harnessing data for valuable business insights.
Focusing on data-driven user segmentation and understanding customer traits, Mi Xue Bing Cheng creates marketing campaigns that align with user characteristics, enhancing user retention. Additionally, their self-developed POS system immediately prints labels indicating the best before dates after opening the materials. This system also locks the label’s expiration date, ensuring traceability and control for every product sold.
Simultaneously, Mi Xue Bing Cheng has expanded its online delivery services, increasing their service radius. They have built their delivery capabilities through the WeChat applet, guiding more customers to transact in their private domain. This applet has become vital to Mi Xue Bing Cheng’s digital toolkit.
By displaying QR codes in their stores, they guide customers to use the applet for ordering and payment. It enhances the customer experience, reduces queuing time, and converts customers into digital members during registration. With a vast user base and detailed user profiles, Mi Xue Bing Cheng can analyse customer behaviour preferences more accurately. With backend data, they can detect customer needs, such as peak ordering times, favourite flavours among the 20–30 age group, and the average ticket size within office groups.
Mi Xue Bing Cheng has diligently leveraged digitisation to bolster customer experience and efficiency. It has strategised data-driven user segmentation and characteristic user identification, formulating marketing campaigns aligning with specific user attributes and boosting user engagement. A key innovation by Mi Xue Bing Cheng is their proprietary POS system, which ensures traceability and control for each product sold.
Mi Xue Bing Cheng ventured into online delivery to expand its services, extending its service radius. It has built its delivery capabilities using the WeChat applet, driving more consumers to transact within its platform.
Mi Xue Bing Cheng has also revolutionised the in-store customer experience by incorporating QR codes, which allow customers to use the applet for orders and payments. The strategic move minimises queuing time and converts customers into digital members during registration. As a result, Mi Xue Bing Cheng can leverage its extensive user base and detailed user profiling to undertake a granular analysis of customer behaviour and preferences. It includes insights into peak ordering times, favoured flavours among the 20–30 age group, and spending habits of office groups.
While product quality and ingredient selection aren’t the main competitive advantages for Mi Xue Bing Cheng, their focus on digitisation enhances the user experience. It fosters customer loyalty through innovative marketing strategies.
By analysing consumer behaviour data, Mi Xue Bing Cheng can swiftly understand user ordering times, beverage choices, taste preferences, and preferences for fresh drinks and ice cream products due to regional and seasonal factors. These insights enable Mi Xue Bing Cheng to launch new products that align with consumer demands and develop specialised equipment to enhance operational efficiency.
As part of their digital marketing efforts, they have executed a well-strategised marketing channel design:
Videos related to “Snow King” have amassed over 2.0 billion views, and the “Mi Xue Bing Cheng” theme song has been played over 2.0 billion times, according to their prospectus. On the TikTok platform alone, “Mi Xue Bing Cheng” topics have over 1.4 billion views due to user-generated content. The buzz around “Snow King Blackening” in 2022 led to the revelation of the summer launch of “Zhi Zhi Sang Berry” and “Sang Berry Berry”.
The digitisation efforts of Nayuki, Heytea, and Mi Xue Bing Cheng have significantly improved user experience in the new-style tea beverage industry. Nayuki’s adoption of digital systems, such as the Teacore platform, has streamlined operations and enhanced product offerings based on customer preferences. Heytea’s integration of ERP systems and digital tools has allowed for tailored strategies and improved customer engagement through the Heytea Go applet. Mi Xue Bing Cheng’s focus on digitisation has improved efficiency and enabled data-driven decision-making. However, the challenge of long customer waiting times remains a pain point that requires further attention.
III. Future Trends and Opportunities in Digitisation for the New-Style Tea Beverage Industry
As the new-style tea beverage industry embraces digitisation, some exciting future trends and opportunities can further enhance the user experience. Emerging technologies in the digitisation space offer promising advancements for industry players to explore.
One pain point in the industry is the long waiting times due to manual operations in certain aspects of the production process. The sector can consider leveraging data-driven operations to improve production efficiency. For example, the digitisation process can help to optimise the whisking and automated packaging of milk caps. Businesses can enhance production speed and accuracy by implementing data-driven automation, reducing customer waiting times.
Additionally, using user location data and analytics allows for adjusting the drink preparation order based on customer arrival times for in-store pickups. By analysing customer location data and the estimated arrival time, businesses can prioritise the preparation of beverages based on proximity, ensuring that drinks are ready when customers arrive. This personalised approach can significantly improve customer experience and reduce waiting times. For instance, the founder of the coffee brand 25COFFEELAB requires that all baristas determine the timing for making coffee based on the delivery rider’s location provided by the backend system.
Furthermore, businesses can define adjustable and automated production lines by leveraging data to identify popular products. Drawing inspiration from successful implementations, such as Luckin, increases efficiency and reduces waiting times through these adaptable production lines. By continuously monitoring data on product popularity and adjusting production accordingly, businesses can streamline operations and meet customer demands more effectively.
The predicted impact of these technologies on the new-style tea beverage industry is substantial. Implementing data-driven operations and automation improves production efficiency, reduces waiting times, and enhances overall customer satisfaction. Businesses can foster greater customer loyalty and engagement by delivering drinks faster, ensuring order accuracy, and providing personalised experiences. These advancements also offer cost-saving opportunities and enable businesses to scale more effectively.
Overall, the future of the new-style tea beverage industry lies in the continuous exploration and implementation of digitisation initiatives. By embracing emerging technologies and leveraging data-driven insights, industry players can unlock new opportunities to enhance the user experience, drive growth, and stay at the forefront of this dynamic and evolving market.
IV. Conclusion
In conclusion, China’s new-style tea beverage industry has experienced significant growth but faces challenges such as long waiting times that can hinder the overall user experience. To address this, companies like Nayuki, Heytea, and Mi Xue Bing Cheng have embraced digitisation to enhance operational efficiency and improve customer satisfaction. Through adopting technologies such as automation, data-driven decision-making, and personalised experiences, these companies have successfully streamlined their operations and tailored their offerings to customer preferences. However, long waiting times remain a pain point that requires further attention. The industry has opportunities to leverage emerging technologies like data-driven operations and location-based analytics to optimise production efficiency and reduce waiting times. By implementing these advancements, companies can enhance the user experience, drive customer loyalty, and achieve sustainable growth in the new-style tea beverage market.
