The Way of Tea Drinking Survival in the Internet Era----- Taking Heytea as an Example

The Internet model has promoted the development of commerce, not only the traditional retail industry has been developed, and the catering industry such as milk tea and coffee shops is booming. As the first generation to open the online operation model, although the Internet + model has begun to take shape, there are still gaps in the relevant tea drinking culture. Based on the literature research method and case analysis method, this paper analyzes the existing marketing model of Heytea and proposes relevant improvement policies, with the purpose of widening the gap with other related tea brands and improving the core competitiveness of its products. As the earliest generation of beverage stores to enter the Internet + model, Heytea has rich experience in marketing planning, online and offline marketing activities. This paper analyzes the marketing based on the Internet + model through researching the brand cross-border co-branding and innovative marketing activities of Heytea.