(Yicai Global) May 18 -- Chinese tea house chain Heytea and Italian luxury fashion house Fendi’s new healthy fruit tea is already out of stock in some cities after debuting across the country yesterday, demonstrating how consumer brand tie-ups can help drive sales.

Selling for CNY19 (USD2.70) a cup, the passion fruit, orange and mango-flavored tea was sold out in many stores in downtown Shanghai when Yicai Global checked Heytea’s WeChat mini program yesterday.

“The product will be temporarily removed from the menu as it is no longer available,” a staff member told Yicai Global. “We don’t know yet when it will be relaunched,” he added.

Heytea slashed the price of its drinks at the beginning of last year to under CNY29 each amid stiff competition. Drinks priced between CNY15 and CNY25 account for more than 60 percent of its products.

Co-branding is another way to boost sales. Previously, Shenzhen-based Heytea teamed with the filmmaker of a popular TV series, and that beverage did very well.

And other coffee brands are doing the same. Manner Coffee, for instance, linked arms with French skincare brand Helena Rubinstein and fashion house Louis Vuitton previously to launch coffees and customized mugs. And last month the Shanghai-based coffee chain joined forces with telecoms giant Huawei to launch a limited-edition drink.

Such tie-ups help build brand and product exposure, said Tie Pi, the founder of Yongpu Coffee, which has collaborated with a number of brands. Normally it is difficult to bring about a leap in sales in a short period of time, but co-operating with other brands can have a long-term effect. Co-branding brings value to both brands and they can share the cost, he added.

Editor: Kim Taylor