/PRZWT/As a new-style tea brand emerging from the university town, Yihetang has forged an inseparable bond with the campus since its establishment. In 2025, the brand will launch a comprehensive upgrade to 6.5, proposing the brand proposition of "Benefiting the East and Respecting the Youth". Not only will it undergo a complete refresh in terms of visual appeal and communication, but it will also elevate the "campus ecosystem" to the core position for the company's development at the strategic level, systematically building a talent moat for the future.
Starting from the campus to leading the industry, Yihetang has continuously persisted in exploring diverse cooperation models with universities, gradually achieving a strategic transformation from "single-point events" to "system co-construction". By building a school-enterprise cooperation platform featuring joint talent cultivation, cultural integration and resource coordination, Yihetang is constructing a "talent expressway" connecting enterprises and universities.
01 Campus Genes: The Transformation Path from Brand Resonance to Ecological Co-construction
As a tea drink brand that emerged from the campus, Yihetang has always regarded youthfulness as the core of its brand communication. In recent years, the brand has continuously expanded its in-depth cooperation with universities - from the creative collaboration during the cherry blossom season at Wuhan University to the recent "Corporate culture Practice" closed-loop training project jointly built with Hankou University, allowing students from Hankou University to visit the headquarters of Yihetang enterprise. Through a "three-in-one" practice module of visits, practical training, and mutual selection, they personally experienced the cultural atmosphere of Yihetang. Yihetang has also integrated into the campus ecosystem through various means, strengthening the resonance between the brand and Generation Z.
During the back-to-school season in September this year, Yihetang planned a series of pop-up events in many universities across the country, transforming brand touchpoints into in-depth interactive scenarios and achieving a leap from "brand exposure" to "mind occupation". This move not only strengthened the emotional communication between the brand and Generation Z, but also laid a solid foundation for the subsequent joint construction of the school-enterprise ecosystem.
02 Deepening of Concepts: A Win-win Strategy for Schools and Enterprises from the Perspective of ESG
Against the backdrop of the ESG concept increasingly penetrating into enterprises, Yihetang has also incorporated school-enterprise cooperation into its corporate social responsibility system, regarding it as an important path to fulfill social responsibilities and optimize brand governance.
The brand actively promotes the collaboration among the government, schools and enterprises. For instance, it serves as a strategic partner in the "AI Jiangxia" Video Creativity Competition for College Students' AI Application in Jiangxia District. It collaborates with the government and universities to build an innovative practice platform, attracting over ten thousand teachers and students to participate and promoting the integration of AI technology with tea-drinking scenarios.
The win-win logic of school-enterprise cooperation is reflected in multiple aspects: schools obtain practical resources, students gain growth channels, and enterprises thereby inject innovative vitality and social recognition.
The ESG practices of a brand are not limited to campuses. As a representative of the New Tea Drink Public welfare Fund, Yihetang once conducted on-site visits to the earthquake-stricken area of Jishishan in Gansu Province, focusing on multiple disaster relief projects such as equipment assistance and work-for-relief. Yihetang has extended its public welfare reach to every corner of society. While demonstrating its brand's social responsibility, it has also consolidated its capacity foundation for sustainable development under the ESG framework.
03 "Yisheng Jun" Program Sets Sail: Talent Empowerment from Concept to Practice
As a deepening measure of school-enterprise cooperation, Yihetang has officially launched the "Probiotics and Vitality, Gathering Strength for Soaring" 2025 Management Trainee Program, recruiting outstanding graduates with innovative thinking and cultural identity from universities. This plan takes "job rotation system + resource inclination + fast track" as its core mechanism, and is committed to transforming the achievements of external cooperation into the internal strength of the organization.
Compared with recruiting employees from society, "Yisheng Jun" pays more attention to the continuation of brand culture and the integration of innovation capabilities, forming a talent path that focuses on long-term development. This plan is not only a means of talent reserve, but also a manifestation of Yihetang's promotion of the "school-enterprise co-cultivation" concept to a strategic height, achieving a systematic upgrade from marketing cooperation to talent ecosystem construction.
True long-termism does not lie in a momentary momentum but in the continuous investment in core values. Starting from the campus, Yihetang has gradually transformed its identity from a "campus brand" to a "growth partner" through a diversified layout of youth-oriented communication, ESG strategy and talent programs. In the continuous process of value accumulation and talent cultivation, Yihetang is systematically building a talent ecosystem that combines a sense of identity, creativity and combat effectiveness. This not only injects young forces with a sense of identity, creativity and long-term combat effectiveness into the brand's sustainable development, but also sets a benchmark image of "building the future with talents and shaping the brand with responsibility" in the new round of competition in the industry.
