Download pdf
Thriving in the Guochao Era: Strategic Insights for ChaPanda and Chagee in the Ready-to-Drink Tea Market
- 1 University of Illinois Urbana-Champaign, Urbana - Champaign, Illinois, USA
* Author to whom correspondence should be addressed.
Abstract
The ready-to-drink tea industry in China has grown significantly due to rising incomes and the guochao trend, which promotes cultural revival with local products. This paper examines ChaPanda's strategies in product innovation, marketing, and market expansion. We offer strategic recommendations for Chagee to improve its market position, including regional customization, youth-focused marketing, reinforcing guochao elements, and exploring international opportunities. This analysis aims to help Chagee leverage cultural identity and trends for sustainable growth in a competitive market market.
Keywords
Guochao, ready-to-drink tea, cultural branding, regional customization, product innovation
[1]. Sichuan Baicha Baidao Industrial Co., Ltd. Financial Statement
[2]. Baidu.com. (2024). What happen in international panda collaboration? The truth about ‘Gungun’ send abroad is here!. [online] Available at: https://baijiahao.baidu.com/s?id=1801810921375522781&wfr=spider&for=pc [Accessed 16 Jan. 2025].
[3]. Ndubueze, S., Bede and Azodoh, E. (2023). PRODUCT DELIVERY AND FINANCIAL IMPLICATIONS OF BEVERAGE FIRMS IN PORT HARCOURT. Int. J. Business Management, [online] 06(12), pp.25–51. doi:https://doi.org/10.5281/zenodo.12625700.
[4]. Wangyi (2023). There are so many co-brand milk tea, why only CBD becomes popular?. [online] 163.com. Available at: https://www.163.com/dy/article/I9JE72ET051282JL.html [Accessed 16 Jan. 2025].
[5]. Huld, A. (2023). China’s Population by Province - Analysis of Regional Demographic Trends. [online] China Briefing News. Available at: https://www.china-briefing.com/news/chinas-population-by-province-regional-demographic-trends/.
[6]. CHERNAVINA, K. (2023). Most popular Chinese Social Media Apps and Platforms 2023. [online] HI-COM. Available at: https://www.hicom-asia.com/chinese-social-media-platforms/.
Cite this article
Liu,Y. (2025). Thriving in the Guochao Era: Strategic Insights for ChaPanda and Chagee in the Ready-to-Drink Tea Market. Advances in Economics, Management and Political Sciences,165,25-32.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 3rd International Conference on Management Research and Economic Development
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).