The earliest application of PLA straws in the industry has reduced the use of 2 billion plastic straws

On January 2, Hitea released the "2024 Hitea Annual Report" (hereinafter referred to as the "Report"), a comprehensive summary of the company's achievements in product, brand and corporate social responsibility in the past year.

In 2024, in the face of homogenized competition in the industry, Hicha will provide users with healthy products and integrated tea Zen brand experience through differentiation strategies, and reactivate consumers' enthusiasm for tea drinking.

With differentiated product and brand experience, solid operating quality and supply chain strength, the overall performance of Hicha stores has shown a trend of continuing to significantly exceed the industry market, and even in the off-season of the second half of the industry, the performance of Hicha stores is better than some peak months in the first half of the year. At the same time of the improvement of the quality of store operation, the scale of happy tea users has continued to grow, and the current number of happy tea members has exceeded 150 million, with an increase of more than 50 million members throughout the year.

In overseas markets, Hicha has also ushered in accelerated development. Up to now, Hicha has opened more than 70 stores in seven overseas countries, including Singapore, the United Kingdom, Canada, Australia, Malaysia, the United States and South Korea, as well as Hong Kong and Macao.

As the pioneer and driver of the new tea industry, in the process of practicing corporate social responsibility, Xi Tea actively contributes to rural revitalization, exploring sustainable agriculture, deepening social welfare and developing green circular economy, and carries out a series of high-quality and sustainable public welfare actions. The "New Tea Public Welfare Fund" initiated by the company has contributed to a number of public welfare projects such as assisting agriculture, learning and disaster relief. Show the responsibility and responsibility of enterprises in the new era.

Develop green economy and advocate low-carbon environmental protection

Hitea actively responds to the national call for green economic development, implementing low-carbon environmental protection into every detail, such as nearly half a year before the national "plastic limit" requirement (January 2021), it began to develop PLA straws, and began to conduct research and development and customization work with upstream suppliers. Through the selection, testing, improvement, application of polylactic acid (PLA) straws and other environmentally friendly materials products, leading the entire industry's environmental practices. Before January 1, 2021, Hicha will fully complete the replacement of disposable non-degradable plastic products in all stores in the country according to the requirements of the new "plastic limit Order", including PLA straws, tableware, packing bags and other packaging consumables made of degradable materials. After the PLA straw was launched, it was widely praised by consumers. Hicha's innovative practice of PLA straw technology has also led to the popularization and application of PLA straw in the entire catering industry. By the end of 2024, Hicha has reduced the use of more than 2 billion plastic straws.

In addition, Hicha also installed energy-saving equipment in its stores to reduce energy consumption; Introduce more energy saving and emission reduction measures in the supply chain, such as optimizing logistics routes and store management through big data to reduce carbon emissions and help low-carbon operations.