Analysis on the Marketing Strategy of New Tea Drinks in China: A Case Study of HEYTEA

With an improvement in living standards, more and more people choose to buy tea drinks or coffee to improve their daily satisfaction with life. As consumers prefer to consume in the tea shops they are familiar with, for instance, some old brands, new companies entering the tea market will soon be eliminated or even bankrupt because they are not well-known enough and consumers do not consume their products. Therefore, how to stand out from homogeneous products and seize more market share is the main problem for companies in the tea market. Through a literature review and a case study, this paper analyzes HEYTEA's marketing strategy in detail. In conclusion, HEYTEA uses effective strategies such as co-branding and different forms of sales and publicity to differentiate its products from other products, thereby avoiding excessive homogeneity and seizing a huge share of the competitive tea market.