Download pdf
Explore the Success of HEYTEA Marketing — In-Depth Research on the Innovation and Fashion of Marketing Methods
- 1 Faculty of Arts and Science, Queen’s University, Kingston, K7L1E5, Canada
- 2 Faculty of Humanities and Social Science, Beijing Normal University-Hong Kong Baptist University United International College, Zhuhai, 519000, China
* Author to whom correspondence should be addressed.
Abstract
HEYTEA, a leading Chinese milk tea industry brand, has achieved significant success through innovative marketing strategies. The company’s introduction of a cheese and fruit tea drink revolutionized the beverage industry. 2016 the brand rebranded as HEYTEA to signify its dedication to ongoing development and advancement. HEYTEA prioritizes creating unique flavors that resonate with consumers in order to revolutionize the tea-drinking experience. The analysis emphasizes the importance of social media influencers, especially on new media platforms, in increasing brand influence. HEYTEA’s marketing strategy heavily relies on online platforms through collaborations with bloggers and influential individuals who document their visits and endorse the brand. HEYTEA’s offline outlets utilize scene marketing to create immersive experiences that engage customers’ senses. This study investigates the revival of HEYTEA’s happy tea marketing strategy using brand portfolio analysis, supply chain management, and research and development efforts. The case study emphasizes the brand’s dedication to innovation and quality. It engages consumers through social media, word-of-mouth advertising, and co-branding with established intellectual property and fashion companies. Moreover, the Urban Cultural Tourism series incorporates local cultural elements into shop design and offerings, promoting stronger community relationships. HEYTEA’s success is attributed to its ability to identify development trends, comprehend consumer behavior, explore diverse markets through co-branding, establish regional brand characteristics, and enhance overall consumption. HEYTEA has established itself as a leading player in the fiercely competitive milk tea industry by distinguishing itself from competitors and building a sizable and devoted customer following.
Keywords
HEYTEA, creative marketing strategies, chinese milk tea industry, social media influencers
[1]. Zhou, Y. F., Zhang, T., Chen. S. N. (2018). Analysis of Net Red Social Media Communication and Consumer Emotional Tendency ——Taking Net Red Brand “Hey Tea” as an Example. Business Economics and Management, (04), 70 -80.
[2]. Zhang, J. J. (2021). Analysis of the Causes of the “Phenomenon-level” Check-in of the Internet Celebrity Brand HEYTEA. Time-honored Brand Marketing, (09),15-16.
[3]. Gu, F. (2023). Analysis and optimization research on the marketing strategy of HEYTEA. Modern Marketing (Later Journal), (04), 49-51.
[4]. Filieri, R., & Xu, Y. (2022). The new-style Tea in China: The marketing strategy of HEYTEA. Sage Knowledge. https://doi.org/10.4135/9781529779653
[5]. Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2018, August 18). Research in marketing strategy - journal of the Academy of Marketing Science. SpringerLink. https://link.springer.com/article/10.1007/s11747-018-0598-1
[6]. Xu, X., Wang, G., & Song, K. (2022). Analysis of HEYTEA’s financing strategies and the determinants of its... https://www.clausiuspress.com/conferences/AETP/ASSSD % 202022/Y1298. pdf
[7]. Cao, Y. (2022). Exploration of the implementation of marketing innovation development strategy in small and medium-sized enterprises[J]. Enterprise Reform and Management, 431(18), 33-35. DOI:10.13768/j.cnki.cn11-3793/f.2022.0992.
[8]. Yang, S. (2017). Corporate branding perspective: a history of self-media communication. South China University of Technology.
[9]. Gao, J., Hao, L., Wang, B. B. (2023). The change of network culture consumption in the Internet era--A review of Research on the Internet and Cultural Production, Promotion and Consumption. China Grease, 48(01), 160-161.
[10]. Chang, W. D. (2022). Research on symbolic consumption behavior of brand co-branded products. Old Brand Marketing, (05), 12-14.
Cite this article
Jiang,R.;Shi,Y. (2023). Explore the Success of HEYTEA Marketing — In-Depth Research on the Innovation and Fashion of Marketing Methods. Advances in Economics, Management and Political Sciences,49,212-221.
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 2nd International Conference on Financial Technology and Business Analysis
© 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).