Abstract
This study examines how the tea drink brand "Sexy Tea" has successfully utilized its core competencies to cope with market changes in the context of the economic downturn. Through an innovation-oriented product strategy that skillfully combines unique flavors and innovative drinking styles, the brand has successfully broken through the framework of traditional tea drinks and established a unique position in the competitive market. Diversified marketing strategies including comprehensive online and offline promotions and weather-specific promotions have effectively increased brand exposure. Flexible channel expansion strategies, especially the use of online ordering and takeaway services, enabled Sexy Tea to successfully adapt to the trend of consumers turning to online shopping during the epidemic. In addition, the brand's differentiated pricing strategy has met the needs of consumers at different levels with more affordable prices, skillfully balancing price and value for money.
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