Heytea Faces Backlash Over Resale of Anime Merchandise at Discounted Prices

The merchandise in question, known as "Xi Zheng" (喜证), has been found on second-hand platforms such as Idle Fish (闲鱼) and Pinduoduo (拼多多) at a significantly lower rate than the original retail price, causing an uproar among fans and netizens. The situation came to light when users on Chinese social media platforms shared screenshots of the second-hand platforms, highlighting the resale of Xi Zheng at a price ranging between 1.5 to 2 yuan (approximately $0.23 to $0.31) per piece. This is significantly lower than the retail price of 36 yuan (approximately $5.61) for the full package, which includes two beverages, two acrylic cards, and two Xi Zheng. The decision of some Heytea employees to sell the Xi Zheng at a fraction of its original value has sparked outrage and disappointment. Netizens not only expressed their discontent but also raised concerns about the potential impact on Heytea's brand reputation and corporate performance.

User reactions on Weibo (微博) can be seen in the translated comments below:

1. "It is disheartening to see these Xi Zheng being resold for such a low price. If this continues to happen frequently, it will inevitably tarnish the brand's reputation and affect its future business and capital operations."

2. "Yes, it violates professional and business ethics when employees resell the collaborative merchandise at a fraction of the original value. However, I can't help but wonder if the original 36 yuan retail price for the package is justified."

3. "Can someone find the resold acrylic frames as well?"

4. "Not only is it disheartening to see the resale of these collector's items, but it also feels like we're being looked down upon for liking these animated characters. You're profiting off of my interest in your products."

5. "Just the other day, I bought some Heytea and received one of these Xi Zheng I didn't even want. I'm trying to figure out what they are."

While Heytea has not issued an official statement regarding the resale of the Xi Zheng, this situation serves as a reminder of the potential consequences of internal misconduct and the importance of maintaining brand reputation. The visual cues provided depict the Xi Zheng, a collectible item featuring an illustration of the main characters from Guang Ling Zhi Loves Mei.

The popularity of the animation series has undoubtedly contributed to the demand for these merchandise items. In the past, similar incidents involving the resale of limited-edition products have resulted in backlash and damage to brand image. For example, unauthorized resales of LEGO sets have prompted the company to take legal action against scalpers. Heytea will likely need to address the issue head-on to prevent further damage to their brand's reputation and protect the interests of their loyal customers. As the company assesses the situation and determines the best course of action, it remains unclear whether they will pursue legal action against the employees involved or focus on repairing the damage to their brand image. What is clear is that the resale of the Xi Zheng has generated significant controversy, with customers expressing their frustrations and calling for accountability from the company. In conclusion, the resale of Heytea's Xi Zheng collector's items at a fraction of their original value has not only angered customers but also raised concerns about the potential long-term impact on the company's reputation and business performance. With netizens demanding action, Heytea has an opportunity to demonstrate its commitment to addressing the issue and rebuilding trust with its customer base.