Behind The Sensation: The Marketing and Hidden Worries of Chayan Yuese

Abstract

Nowadays, the milk tea market is vibrant, and the major milk tea brands compete to display their characteristics, attracting more and more young people to consume. Therefore, the application of marketing and promotion strategies has become an important factor in business competition. To seize market share and boost sales, enterprises must combine the environment and their own conditions to apply marketing and promotion strategies. Based on previous marketing theories, this paper takes the milk tea brand Chayan Yuese as an example, analyzes its marketing deficiencies in depth, and gives appropriate suggestions in light of the actual situation. It is concluded that Chayan Yuese, as a geographically limited milk tea brand, should strengthen its core competitiveness in terms of product differentiation, speed of product renewal, ways of promotion, and the balance between delicate service and simplified process to add additional value. This study is for the reference of researchers and similarly situated companies.