A Study of CHAGEE's Marketing Strategies

Against the backdrop of the growing popularity of China-chic consumption and increasing saturation and competition in the new-style tea beverage industry, young consumers' growing cultural confidence, health awareness, and desire for social sharing are reshaping the marketing strategies of tea beverage brands. Taking CHAGEE as its subject, this paper examines the factors influencing consumer behavior in the new-style tea beverage market from two perspectives: sociocultural influences and consumer psychology. It explores the underlying connections between CHAGEE's marketing strategies and consumer behavior. The study finds that CHAGEE effectively responds to the preferences of contemporary young consumers through a brand culture rooted in modern Chinese aesthetics, health-oriented product positioning, flexible tiered pricing, and culturally aligned IP collaborations, enabling the brand to rapidly gain widespread recognition. However, the brand also faces potential operational risks, including excessive dependence on a flagship product, a relatively narrow product range, and weak market performance of new products. This paper summarizes its marketing experience and existing problems, providing a reference for other new-style tea beverage brands in China seeking to avoid the pitfalls of viral popularity and achieve sustainable long-term development.