HEYTEA (formerly known as "Imperial Tea") is a chain tea brand in China operated by Shenzhen Meixixi Catering Management Co., Ltd., which was founded by Nie Yunchen on 20 12 and is headquartered in Aerospace Science and Technology Plaza, Nanshan District, Shenzhen. It owns the tea brand "Xicha" and the baking brand "Xicha Hot Wheat".
The company relies on word-of-mouth marketing on social media to reduce advertising expenses. Young consumers are its main customers. Most stores are located in bustling shopping centers in first-and second-tier cities. Its famous product is cheese milk cover.
The standard storefront style of Xicha is mainly black, white and gray, which is simple and modern. While the number of stores has increased, laboratory stores, black gold stores, pink theme stores and daydream DP stores have also been launched.