Analysis On the Influence of Tea Brand Co-Branding Strategy on Tea Sales

The paper is to study the influence of new tea industry co-branding on its beverage sales. This paper analyzes the joint branding of Nai Xue's tea and Lingya Tour as a positive case, studies the influence of tea brands on consumer behavior in recent years, and find the reasons behind the joint branding. At the same time, the joint name of Shanghai aunt and light and night love as a negative case of marketing, explore how to avoid a failed joint name, the reason for the failure of marketing. In order to better confirm the results of case analysis and consumers' true attitude towards co-branding, the author adopts the way of questionnaire survey for data statistics, and finally finds out how to plan a successful marketing. First, to create social conformity with the trend, tea brands should follow the trend when choosing a co-brand, and choose a brand co-name favored by young people. Second, fully respect IP, tea brands need to reflect the importance of joint brands. Third, do not fall into the cycle of innovation for innovation, and in line with their brand concept of product IP joint name. This article helps tea industries to better analyze consumers' behavior and decision-making when facing cross-border co-branded products, and to develop more effective marketing strategies for the consumers.