Research on the Marketing Strategy of CHAGEE, a New Chinese Tea Drink

Abstract

Since the emergence of new Chinese tea in 2015, the market scale has exceeded 100 billion yuan in 2021, and now it has jumped to more than 200billion yuan. New Chinese tea has become an important social media for contemporary young people to date and have dinner. This paper takes CHAGEE as the research object, analyzes the industry competition pattern by using PEST model and Porter's five forces model, and combs the brand marketing situation according to STP theory. The research finds that the new tea drinks currently face marketing challenges such as insufficient product innovation power, unclear pricing advantage, weak channel expansion and operation, lack of promotion means and service process, and lack of distinctive features in the tangible display of the brand. It puts forward marketing strategies to improve product innovation ability, enrich product categories, strengthen price competition, improve channel development and management, and diversify promotion activities.