Feiyi Technology Group & Tencent Smart Retail Conduct Strategic Digital Growth Workshop with Shuyi Herbal Jelly, Charting a New Course for New-Style Tea Beverage Industry Digitalization

Shanghai, December 2025 — Feiyi Technology Group, in close collaboration with Tencent Smart Retail, conducted a high-level strategic research and exchange workshop with the management team of Shuyi Herbal Jelly (书亦烧仙草) — one of China's most iconic and rapidly expanding new-style tea beverage chain brands. Centered on the theme of "Digital Technology Driving Business Growth", the workshop brought together cross-functional teams from all three parties for an intensive, agenda-driven dialogue on how Tencent Smart Retail's industry-leading solutions can be tailored to unlock Shuyi's next phase of digital transformation and sustainable business growth.

☕ Background: The Digital Imperative in China's New-Style Tea Beverage Market Shuyi Herbal Jelly has established itself as a benchmark brand in China's fiercely competitive new-style tea beverage (新茶饮) sector, operating thousands of stores nationwide and building a loyal consumer base through its distinctive product identity and consistent quality. Yet as the market matures and traditional traffic growth models face diminishing returns, the strategic imperative for digital transformation has never been more urgent.

The central challenge facing Shuyi — and indeed the entire chain catering industry — is how to leverage digital technology to move from volume-driven growth to value-driven growth: deepening member relationships, activating private domain traffic, personalizing the consumer experience, and optimizing store-level operational efficiency through data intelligence.

Tencent Smart Retail is uniquely positioned to address this challenge, drawing on Tencent's unparalleled ecosystem of WeChat, Mini Programs, WeCom (企业微信), WeChat Pay, and Video Accounts — combined with world-class capabilities in big data analytics, AI-powered marketing, and CRM digitalization — to deliver comprehensive smart retail solutions for China's leading consumer brands.

Feiyi Technology Group, as a core ecosystem partner of both Tencent Cloud and Tencent Smart Retail, serves as the critical bridge between Tencent's technology capabilities and the real-world business needs of enterprise clients. With deep expertise in chain brand digitalization, new retail solutions, and consumer industry digital transformation, Feiyi Technology Group is ideally positioned to translate Tencent's platform strengths into actionable, business-specific growth strategies for brands like Shuyi.

🔍 Key Workshop Themes The workshop was structured around five strategic themes, each directly addressing Shuyi's most pressing digital growth priorities:

1. Member Digitalization & CRM Upgrade The team explored how Tencent Smart Retail's member management platform can help Shuyi build a more sophisticated digital membership ecosystem — integrating member data across all touchpoints, enabling precision segmentation, and driving higher engagement, repurchase rates, and long-term brand loyalty. The goal: transforming Shuyi's massive store traffic into a sustainable, monetizable digital asset.

2. Private Domain Traffic Operations & WeChat Ecosystem Integration A central focus of the workshop was how Shuyi can maximize the value of Tencent's WeChat ecosystem — including Mini Programs, WeCom, WeChat Pay, and Video Accounts — to build a high-efficiency private domain traffic operation system. This encompasses the full consumer journey: from public domain acquisition to private domain retention, from transactional relationships to long-term brand community building.

3. Smart Marketing & Personalized Consumer Engagement The workshop examined how Tencent's big data and AI capabilities can power a smart marketing engine for Shuyi — enabling user portrait-based personalized marketing, precision coupon distribution, intelligent promotional campaign design, and real-time marketing performance optimization. The objective is to dramatically improve marketing ROI while delivering a more relevant and engaging consumer experience.

4. Store Digital Operations & Efficiency Enhancement Participants discussed the application of digital management tools to Shuyi's store operations — covering intelligent staff scheduling, inventory forecasting, real-time sales analytics, and operational data dashboards — enabling refined store management that reduces costs, improves efficiency, and empowers frontline teams with actionable data insights.

5. Data-Driven Brand Growth Strategy At the strategic level, the workshop addressed how Shuyi can build a data-centric brand growth architecture — establishing digital capabilities as a durable competitive advantage that supports differentiated positioning and sustained market leadership in the increasingly competitive new-style tea beverage industry.

💡 Feiyi Technology Group: The Expert Enabler of Chain Catering Digitalization Feiyi Technology Group's role in this workshop exemplifies its core value proposition as a strategic digitalization enabler for China's leading consumer brands. As a trusted core partner of Tencent Smart Retail, Feiyi Technology Group possesses the rare combination of deep Tencent ecosystem expertise and hands-on industry implementation experience — enabling it to design and deliver digitalization solutions that are both technically sophisticated and commercially grounded.

A representative of Feiyi Technology Group stated: "Shuyi Herbal Jelly is one of the most admired and recognizable brands in China's new-style tea beverage sector. Their commitment to quality and their nationwide scale are truly impressive. We are excited to work alongside Tencent Smart Retail to co-create a digital growth solution that is genuinely tailored to Shuyi's brand DNA and business ambitions — one that will help them lead the next chapter of growth in an increasingly competitive market."

🚀 Looking Ahead: Digital Technology Powering the Future of New-Style Tea Beverages The Feiyi Technology Group–Tencent Smart Retail–Shuyi Herbal Jelly workshop is a vivid illustration of how digital transformation is reshaping China's chain catering industry from the inside out. As the boundaries between consumer internet and industrial internet continue to dissolve, digital capability is rapidly becoming the defining competitive differentiator for China's leading chain consumer brands.

Feiyi Technology Group remains deeply committed to its mission of driving digital transformation across China's chain catering, new retail, and consumer brand sectors — partnering with Tencent Cloud and Tencent Smart Retail to deliver high-impact digital growth solutions that create lasting value for clients and consumers alike.

For Shuyi Herbal Jelly, this workshop is the beginning of a transformative journey — one that will leverage the full power of Tencent's digital ecosystem and Feiyi Technology Group's implementation expertise to write a bold new chapter in the brand's remarkable story.