Abstract
Since 2018, many people have been obsessed with Sexy Tea, a well-known milk tea chain brand that originated and is rooted in Changsha but recently expanded into new markets that opened new stores in Chongqing, Wuhan, and Nanjing. The fans of Sexy Tea are willing to wait for six to eight hours just for a cup of milk tea. What is Sexy Tea’s charm? Why are people so crazy about it? The purpose of this research was to detect the reasons behind Sexy Tea’s success. This research paper adopted the marketing mix theory to analyze Sexy Tea’s present business strategies including price, promotion, place, and product. In addition, based on SWOT analysis, this paper fully analyzed the strengths, weaknesses, opportunities, and threats of Sexy Tea, which can help the brand to formulate further relevant business strategies. At last, the research result can help Sexy Tea make reasonable improvements and become a better representative Chinese milk tea brand.
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