Tea Yan Yue Se has broken through against the trend with its differentiated strategy of "empowering products with culture and driving communication with emotions." Its marketing model holds significant reference value for new consumer brands. This article takes Tea Yan Yue Se as the research object and focuses on the collaborative mechanism between its product design and marketing concept. The research results are as follows, on the product side, differentiation is constructed through "Chinese-style tea beverages + cultural symbols." On the marketing side, through light asset strategies such as binding with the urban IP of Changsha and creating "receipt literature," a repurchase rate of 35% has been achieved (13% higher than the industry average), thus forming user stickiness. The anti-internet expansion model (densely laying out stores within the region and not providing delivery services) has created the scarcity of products, but it also faces the risk of the dilution of cross-regional culture. The research shows that Tea Yan Yue Se has confirmed that "regional culture can be transformed into a moat for the brand." Its underlying logic of "products are content, and consumption is communication" provides a practical path for small and medium-sized brands to "obtain high added value at a low cost." At the same time, it also serves as a warning that excessive reliance on regional attributes may limit the large-scale development of the brand. In the future, it is necessary to balance the uniqueness of culture and the universality of business through digital operation and cultural IP upgrading.
Zhongkai Cheng (2025) studied this question.