Analysis and Optimization of HEYTEA's Marketing Strategy

Chinese tea culture is the culture of making and drinking tea in China, which has a long history. The extensive and profound traditional tea culture includes not only material and cultural levels but also profound spiritual civilization levels. With the development of society, conventional tea products were hard to meet consumers' demands and needs as the audience is not extensive, and thus the flexible form of tea drinking has gained a broad space for development. Therefore, people create a variety of new tea-drinking brands with new characteristics through the collision of creativity and tradition, and the key point that determines whether a product could have a selling point or not is the marketing strategy of the brand. This paper will analyze the brand positioning, 4Ps marketing strategy, and existing problems of HEYTEA, explore the deep-seated reasons and shortcomings behind its success, and put forward optimization suggestions to break through the current homogenized competition situation.