Analysis of the Way Tea Color Opening up the National-Style Milk Tea Market from the Perspective of Marketing Strategy

Abstract

With the prevalence of national style today, there are many local Chinese brands to take advantage of this torrent, production to create national style products and publicity and marketing, milk tea track competition is particularly fierce, in order to stand out in this red sea, become a strong competitor, the major milk tea brands need to quickly capture the current wave, the introduction of new and innovative marketing strategies to attract consumers. As the first fresh tea drink store in mainland China with the theme of Chinese style, TEA COLOR captures the blank positioning of the milk tea market and opens up the market of national style milk tea by using its own unique appearance, taste and concept as a marketing tool. This paper focuses on TEA COLOR's product positioning and marketing strategy by using economics, marketing research theories as well and qualitative research methods.