A Research on the Brand Innovation Strategy and Marketing Model of Chinese Milk Tea Brands Based on Chinese Traditional Culture, Illustrated by the Brand of SexyTea

Abstract

Made in a country with large tea yields, the tea products produced by the main raw materials of milk and Tea are continuously developing in China. On the other hand, with the increasing confidence in Chinese culture in recent years, the development of domestic brands has been rapid. This study aims to explore the role of the new Chinese-style style in brand innovation and marketing strategies in order to improve the competitiveness and market shares of tea drinks brands in the Chinese market, with the hope of providing a reference for other brands entering the tea drinks market and companies hoping to empower their brands with new Chinese-style aesthetics. This study will take the case of Sexy Tea and adopt a review research method. Firstly, it will discuss the popularity and influence of the new Chinese-style aesthetic in traditional Chinese culture. Secondly, it will analyze how Sexy Tea has integrated the unique Chinese-style aesthetic into its product innovation and marketing and then discuss the competitiveness that has been brought to Sexy Tea after incorporating the new Chinese-style aesthetic. Finally, relevant optimization suggestions will be provided for Sexy Tea's future development and how to maintain its competitiveness. This study found that Sexy Tea has successfully attracted the attention of a large number of consumers through innovations in products, brands, and research and development techniques based on traditional Chinese culture and has created a profound and distinctive brand image in the new-style tea market.