HEYTEA's new product "Xiao Nai Zhi" sparks heated discussions, netizens question: Is this pushing the boundaries or being creative?

Recently, the well-known domestic tea brand HEYTEA teamed up with the Finnish design giant Marimekko to jointly launch a new light milk tea called "Xiao Nai Zhi". This new product, with its unique combination of tea aroma, milk flavor, and gardenia fragrance, quickly caught the attention of consumers. However, shortly after the new product was launched, its name "Xiao Nai Zhi" sparked a heated discussion on the internet, with many netizens questioning whether the naming was bordering on inappropriate. "Is my Xiao Nai Zhi ready?" "Come taste the Xiao Nai Zhi I bought." These seemingly ordinary ordering phrases made some netizens feel uncomfortable. Some netizens bluntly expressed that HEYTEA's way of naming was too absurd and even gave the impression of being inappropriate, especially in some dialect areas such as Sichuan, where the pronunciation of this name may lead to more associations due to the difficulty in distinguishing between certain sounds. However, there were also netizens who held a different view. They believed that the name "Xiao Nai Zhi" was meant to form a series with HEYTEA's other product "Xiao Nai Mo" and that in the northwest region, the term "nai zi" is commonly used to refer to "milk", so the name was not inappropriate. These netizens thought that the reaction to the name might be overly sensitive and should not be overanalyzed. It is worth noting that the controversy caused by HEYTEA in marketing is not unprecedented. Going back to April 19, 2019, HEYTEA had an interaction with the condom brand Durex on Weibo, and their poster slogan "Not a drop left tonight" sparked widespread controversy. The next day, HEYTEA publicly apologized on its official Weibo for any discomfort caused by the interaction, and Durex also modified the related Weibo content and posters. Vulgar marketing has always been a major taboo in commercial activities. Article 9 of China's Advertising Law clearly stipulates that advertising content must not contain obscene or pornographic elements. Against this backdrop, whether the naming of HEYTEA's new product is appropriate naturally became the focus of public attention. In addition to the above controversy, the collaboration between HEYTEA and Marimekko itself is also quite intriguing. As a globally renowned Finnish brand, Marimekko is known for its bold colors and pattern designs, and this collaboration with HEYTEA undoubtedly injects new vitality into the tea beverage market. The launch of the light milk tea "Xiao Nai Zhi" combines the creativity and characteristics of both parties, aiming to bring consumers a brand new tea drinking experience. In the increasingly competitive tea beverage industry, brand collaboration has become a trend. Through this approach, brands can leverage each other's strengths, expand their influence, and also bring more freshness to consumers. The cooperation between HEYTEA and Marimekko is based on such a market strategy. However, all marketing activities need to be handled with caution, especially when it comes to brand image and consumer perceptions. The name, as an important identifier of a brand and product, is particularly crucial. A suitable and creative name can enhance the attractiveness of a product, while an inappropriate one may lead to unnecessary controversy and misunderstandings. Opinions on the name "Xiao Nai Zhi" vary among different parties. Some consumers express that the novelty and fun of the name are among the reasons they like this product, while others believe that the name may lead to inappropriate associations, thus affecting the brand image Overall, the collaboration between HEYTEA and Marimekko on the new product "Xiao Naizhi" has attracted market attention and sparked contemplation on brand marketing strategies. While pursuing innovation and differentiation, ensuring that the brand image and consumer experience are not compromised will be a key focus for the brand in the future