Research on the Existing Problems and Optimization Strategies of Nayuki Brand Marketing

Abstract

In recent years, China’s tea market has been developing continuously. Many local brands have continued to develop, but there is a high degree of industry concentration, and the development of a small number of enterprises is limited. We take Nayuki’s tea as a typical example to analyze the marketing strategies of such enterprises. The problem. At the same time, as the leader of new-style tea brands, Luckin Coffee stands out in the fierce competition in the market. Its innovative marketing strategy can achieve new development and breakthroughs of the brand and bring benefits to more Chinese new-style tea companies. In order to inspire, so the improvement strategy of Nayuki’s tea brand development can be drawn under comparison. This paper adopts the method of literature case study and comparative analysis. Through the analysis, some conclusions are drawn: Nayuki’s tea has good product quality, but its marketing strategy is not perfect. Compared with the Ruixing coffee brand, it has a good marketing strategy. From this, it can be inspired that Nayuki’s tea brand can improve its marketing strategy by expanding sales channels, reducing product prices, increasing product innovation, and strengthening brand co-branding effects.