Research on the Marketing Strategy of HEYTEA

Abstract

With the continuous improvement of people's material living standards, the current tea industry has gradually gained people's attention. Relying on the advantages of the fresh taste of the products, the exquisite packaging appearance and the comfortable layout of the store, it has won the hearts of many consumers. HEYTEA, the pioneer of the new tea beverage industry, stands out in the highly competitive ready-made tea industry. HEYTEA's successful marketing strategy is a major reason for its success. The purpose of this paper is to explore the different marketing strategies of HEYTEA to make it a leader in the development concept of current consumption trends. This research adopts the method of reading literature to browse various literature related to HEYTEA, and summarizes the successful marketing strategy of HEYTEA. This study found that HEYTEA's marketing strategies can be divided into three aspects: brand innovation, market expansion and hunger marketing.