Analysis of marketing strategy of milk tea industry-Taking CHAGEE as an example

Abstract

This study combines the 7P marketing theory with the SWOT analysis method, using the emerging tea brand CHAGEE as an example, it explores its marketing strategies in the Chinese tea market and the influence of consumer behavior. Through a questionnaire survey (103 valid samples) and secondary data analysis, the study found that the main motivations for consumers to choose CHAGEE were novelty-seeking (51.5%) and trend-following (44.7%), and the frequency of female consumers was significantly higher than that of male consumers. The 7P model analysis shows that product taste (38% of respondents rated it as ‘extremely attractive’) and material health (31.1%) are core competencies, and offline billboard (55.3%) and online ordering (52%) constitute the main channel advantages. In the promotion strategies, discount coupons (55.3%) and celebrity endorsements (68%) have significant effects. The study also found that the attractive store decoration integrating traditional and modern elements (55.3%) and high-quality after-sales service (83.5% satisfaction rate) effectively enhanced brand loyalty. This research provides empirical evidence for the optimization of marketing strategies in the tea industry and suggests that CHAGEE should further expand its product lines and strengthen digital marketing.