Heshang Ayi Unveils ‘All-Day Tea · Coffee · Food’ Strategy, Advancing All-Category, All-Daypart Layout

New-style tea drinks are evolving from “a cup of good-tasting product” toward “good eating and drinking all day long.” On October 27, Heshang Ayi held its “2026 Global Partners Conference & Brand Annual Strategy Launch.” Its executive team shared and discussed with franchise partners the next-phase core development strategy—the “All-Day Tea · Coffee · Food” layout—and, under that new strategy, how stores can operate well and sell well to achieve new growth. The conference not only gave franchisees fresh operating ideas, but also provided a new model for the industry to explore new development paths.

“In a market of stock competition, we must discover and open up new markets through high-quality operation across all categories and all dayparts. Heshang Ayi will continue to join hands with all our franchisees, work together around the ‘All-Day Tea · Coffee · Food’ strategy, and achieve new growth in concert,” said Shan Weijun, co-founder of Heshang Ayi, at the conference.

Meeting morning, noon and night, unlocking new store traffic

Tea brands crossing over into coffee and food is nothing new, but few have integrated consumption daypart, scenario and category as one and pushed it forward explicitly as a strategy. Heshang Ayi is the first to lay out “All-Day Tea · Coffee · Food,” a sign of its confidence in this new prospect.

The first step of “All-Day Tea · Coffee · Food” begins with coffee. Zhou Rongrong, co-founder of Heshang Ayi, revealed at the conference that the company began focusing on the coffee category at the end of last year; to date, coffee cup sales have stably exceeded 10% of total volume. Among them, the raw-coconut series and the butter series have become steady repurchase blockbusters for consumers in stores.

The reason coffee has become the vanguard of a tea brand’s category expansion lies in consumption habits and dayparts: the morning is the coffee peak, and introducing coffee into tea stores makes it convenient for consumers to buy anytime while filling the gap of low tea-shop traffic in the morning. Coffee wakes you up, bakery satisfies hunger; in the breakfast scenario, coffee drinks and bakery products are a natural “good pair”—meeting consumers’ breakfast needs while fully utilizing the tea store’s morning hours and naturally bringing incremental revenue.

Currently, Heshang Ayi’s product line already includes a variety of bakery items such as “small milk-brick” toast and buffalo-milk egg cake for consumers to choose from freely, and more delicious bakery products will continue to be developed in the future. Meanwhile, under the logic of all-day operation, beyond the breakfast scenario, the late-night consumption scenario has also been brought into the next-step exploration, and stores may in future achieve full morning-noon-night coverage.

The morning and late-night are incremental space; the afternoon-tea daypart is the natural strength scenario of new-style tea and the baseline Heshang Ayi continues to consolidate. Heshang Ayi noted that the light milk (ice milk) bringing a light new experience, coffee freshly extracted from Arabica beans, and the continuously deepened fruit-and-vegetable innovation of the “Daily Health+” series together solidify the brand’s healthy image; among them, fruit-and-vegetable product sales have cumulatively reached nearly 200 million cups.

Core blockbusters continue to hold the baseline, and more new products are in continuous development, constantly bringing freshness to consumers. “The same store, the same supply chain—use a few more dayparts, serve a few more customer segments; the store is still that store, yet the business can be done several more rounds,” a relevant Heshang Ayi executive said at the conference, capturing the most essential logic and original intent of the “All-Day Tea · Coffee · Food” strategy.

For franchisees, this means raising single-store revenue without increasing extra store costs; for the industry, it is a new path to quality growth in tea’s stock competition—not by crudely adding more stores, but by rationally using single-store operating dayparts and leveraging the same supply chain as the base to tap different consumption scenarios and deliver sustained, quality growth.

Quality for new stores, growth for existing stores

“Store quality comes first” was a keyword repeated throughout the conference. Store quality has two aspects. On one hand, new stores must be opened with quality, which requires strict control before opening: from store-network layout and site-selection standards to the choice of franchisee, so every new store opens in the right location and is handed to the right person. Heshang Ayi will optimize store-network layout and spacing management, raise site-selection standards, strictly select “store-manager-type franchisees,” and adjust the franchise-system incentive structure to reward more training stores, gold lecturers and quality-improvement stores, tilting resources toward franchisees with strong operating ability.

On the other hand, store quality also means guaranteed operation of existing stores. After opening, headquarters will continue to invest in stores through digitalization, food-safety assurance, brand building and a series of supports, making good stores better, making franchisee operation easier, and making the business more sustainable for the long term.

Heshang Ayi will work with franchisees to progressively roll out the “bright kitchen, clear stove” plan, further raising stores’ food-safety management capability; digitalization will keep intensifying, building AI assistants and digital tools that empower franchisee operation, making both problem points and opportunity points clearly visible, and turning operation from experience-based to data-driven decision-making.

Digitalization and food safety protect the floor of store operation, while brand building expands its ceiling. Around the “Her Energy” brand proposition—with female spokespersons and female IP collaborations—Heshang Ayi strengthens the emotional connection between brand and consumers and raises user loyalty. As of June 30, 2026, registered members of the Heshang Ayi mini-program exceeded 170 million, with a quarterly repurchase rate above 42%.

In day-to-day operation, Heshang Ayi plans ahead for the industry’s peak and off seasons and designs targeted marketing actions. Taking the August 2026 co-branding with Wang Junkai’s concert as an example, sales boomed on the day of the event, the share of combo sets rose markedly, and brand search heat and new-customer conversion climbed in tandem. At traditional off-season nodes such as early summer and autumn-winter each year, seasonal products meet demand and drive sales. The recently launched sugar-roasted chestnut series surpassed one million cups cumulatively within just four days of launch.

At the same time, Heshang Ayi continues its brand upgrade, bringing stores a more international, healthier brand value with warmth and style. Since the brand’s 5.0 upgrade in 2024, around the “Her Energy” proposition—from collaborating with outstanding women representatives across industries, to the Shanghai Fashion Week fashion IP encouraging women to “freely please themselves,” to launching the “Flowers Bloom Upward” long-term strategic public-welfare project guarding rural girls—”Her Energy” has turned from a slogan into concrete action.