A Research on the Brand Innovation Strategy and Marketing Model of Chinese Milk Tea Brands Based on Chinese Traditional Culture, Illustrated by the Brand of SexyTea

Research Article
Open access

A Research on the Brand Innovation Strategy and Marketing Model of Chinese Milk Tea Brands Based on Chinese Traditional Culture, Illustrated by the Brand of SexyTea

Beisha Da 1 , Meixi Liang 2* , Yaxian Yang 3 , Mengyuan Zhao 4
  • 1 East China Normal University    
  • 2 Beijing Forestry University    
  • 3 Yunnan University of Finance and Economics    
  • 4 Henan University of Economics and Law    
  • *corresponding author Liang220401911@bjfu.edu.cn
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/37/20231860
AEMPS Vol.37
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-095-0
ISBN (Online): 978-1-83558-096-7

Abstract

Made in a country with large tea yields, the tea products produced by the main raw materials of milk and Tea are continuously developing in China. On the other hand, with the increasing confidence in Chinese culture in recent years, the development of domestic brands has been rapid. This study aims to explore the role of the new Chinese-style style in brand innovation and marketing strategies in order to improve the competitiveness and market shares of tea drinks brands in the Chinese market, with the hope of providing a reference for other brands entering the tea drinks market and companies hoping to empower their brands with new Chinese-style aesthetics. This study will take the case of Sexy Tea and adopt a review research method. Firstly, it will discuss the popularity and influence of the new Chinese-style aesthetic in traditional Chinese culture. Secondly, it will analyze how Sexy Tea has integrated the unique Chinese-style aesthetic into its product innovation and marketing and then discuss the competitiveness that has been brought to Sexy Tea after incorporating the new Chinese-style aesthetic. Finally, relevant optimization suggestions will be provided for Sexy Tea's future development and how to maintain its competitiveness. This study found that Sexy Tea has successfully attracted the attention of a large number of consumers through innovations in products, brands, and research and development techniques based on traditional Chinese culture and has created a profound and distinctive brand image in the new-style tea market.

Keywords:

Sexy Tea, brand innovation, Chinese traditional culture, tea shop

Da,B.;Liang,M.;Yang,Y.;Zhao,M. (2023). A Research on the Brand Innovation Strategy and Marketing Model of Chinese Milk Tea Brands Based on Chinese Traditional Culture, Illustrated by the Brand of SexyTea. Advances in Economics, Management and Political Sciences,37,170-177.
Export citation

References

[1]. Ren Yuxi, F.: 2022 High-quality Development Report on New Tea Drinks. FOOD & MORE, 135-137 (2023).

[2]. Li Lin, F.: Study on the contemporary value and inheritance of Chinese traditional culture. Cultural Industry, 71-73 (2023).

[3]. Qin Xianpu, F.: Brand Creativity Empowering Commercial Value. China Advertising, 73–74 (2021).

[4]. He Jiaming, F.: Cultural Creativity Empowering the Last Mile of Consumption-A Study on the Business Model of Cultural Community Based on the Canvas Model. Time-honored Brand Marketing, 39–42 (2022).

[5]. The Commercial Value of Traditional Culture.

[6]. Avery Consulting, https://www.iresearch.cn, last accessed 2023/05/20.

[7]. Zhongtai Securities, https://www.zts.com.cn, last accessed 2023/05/20.

[8]. Guan Shiqian, F.: An analysis of the economic principles behind the phenomenon of "tea and tea" queue and "overpriced milk tea". Business and Economics, 28-30 (2021).

[9]. Liu Lin, Wang Yue, F.: Analysis of the competitiveness of the brand of Sexy Tea. Packaging and Design, 126-127 (2022).

[10]. Red Meal Big Data, http://top.canyin88.com, last accessed 2023/05/20.

[11]. Hong Ye, Tian Mochi, Ding Qianqian, F.: Sexy Tea: development ultimately depends on quality. FOOD & MORE, 42–45 (2022).

[12]. Xianjing data, https://www.synlen.com/?baidu37#/searchList/brandList, last accessed 2023/05/20.

[13]. China.com, https://www.synlen.com/?baidu37#/searchList/brandList, last accessed 2023/05/20.

[14]. Gu Shuyi, Zhang Kangfu, F.: Aesthetic Features of Graphic and Text Creativity in "Tea Beauty and Pleasant Color" Chinese Style Packaging Design. Design, 54-57 (2023).

[15]. Zhou Fan, F.: Based on the 4P theory analysis of the marketing strategy of Chayan Yuese for the Z era. News Communication, 12–14 (2022).

[16]. Liu Lin, Wang Yue, F.: Analysis on the Competitiveness of Tea Yanyue Se Brand. Packaging and Design, 126–127 (2022).

Cite this article

Da,B.;Liang,M.;Yang,Y.;Zhao,M. (2023). A Research on the Brand Innovation Strategy and Marketing Model of Chinese Milk Tea Brands Based on Chinese Traditional Culture, Illustrated by the Brand of SexyTea. Advances in Economics, Management and Political Sciences,37,170-177.

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 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-095-0(Print) / 978-1-83558-096-7(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.37
ISSN：2754-1169(Print) / 2754-1177(Online)

© 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).

References

[1]. Ren Yuxi, F.: 2022 High-quality Development Report on New Tea Drinks. FOOD & MORE, 135-137 (2023).

[2]. Li Lin, F.: Study on the contemporary value and inheritance of Chinese traditional culture. Cultural Industry, 71-73 (2023).

[3]. Qin Xianpu, F.: Brand Creativity Empowering Commercial Value. China Advertising, 73–74 (2021).

[4]. He Jiaming, F.: Cultural Creativity Empowering the Last Mile of Consumption-A Study on the Business Model of Cultural Community Based on the Canvas Model. Time-honored Brand Marketing, 39–42 (2022).

[5]. The Commercial Value of Traditional Culture.

[6]. Avery Consulting, https://www.iresearch.cn, last accessed 2023/05/20.

[7]. Zhongtai Securities, https://www.zts.com.cn, last accessed 2023/05/20.

[8]. Guan Shiqian, F.: An analysis of the economic principles behind the phenomenon of "tea and tea" queue and "overpriced milk tea". Business and Economics, 28-30 (2021).

[9]. Liu Lin, Wang Yue, F.: Analysis of the competitiveness of the brand of Sexy Tea. Packaging and Design, 126-127 (2022).

[10]. Red Meal Big Data, http://top.canyin88.com, last accessed 2023/05/20.

[11]. Hong Ye, Tian Mochi, Ding Qianqian, F.: Sexy Tea: development ultimately depends on quality. FOOD & MORE, 42–45 (2022).

[12]. Xianjing data, https://www.synlen.com/?baidu37#/searchList/brandList, last accessed 2023/05/20.

[13]. China.com, https://www.synlen.com/?baidu37#/searchList/brandList, last accessed 2023/05/20.

[14]. Gu Shuyi, Zhang Kangfu, F.: Aesthetic Features of Graphic and Text Creativity in "Tea Beauty and Pleasant Color" Chinese Style Packaging Design. Design, 54-57 (2023).

[15]. Zhou Fan, F.: Based on the 4P theory analysis of the marketing strategy of Chayan Yuese for the Z era. News Communication, 12–14 (2022).

[16]. Liu Lin, Wang Yue, F.: Analysis on the Competitiveness of Tea Yanyue Se Brand. Packaging and Design, 126–127 (2022).

For authors
Guide for authors Policies for authors Aims and scope Subscription Open access policy
For editors
Policies for editors Editorial board
For reviewers
Policies for reviewers Privacy policy

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.