Analysis of Marketing Strategies of Milk Tea Brand - Taking HeyTea as an Example

Abstract

Now milk tea has become the main daily drink for young people. Especially among young people, milk tea has become an indispensable part of daily consumption. Therefore, various milk tea shops have emerged. In such a saturated industry, Heytea, as a relatively new brand, has quickly gained space with its new style of tea drinks, becoming one of the most popular beverage brands in the industry. This paper researches the factors and marketing strategies of HeyTeas success by using SWOT analysis to analyze the current situation and marketing strategies of HeyTea, based on the literature reviewed on the China National Knowledge Infrastructure, and makes recommendations: strengthening the efficiency of store services, using social media to promote, planning branding campaigns for overseas markets, and strengthening staff training and management.