Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

Analysis of the Marketing Strategy of Instagrammable Store in the New Media Environment

Taking HEYTEA as an Example

Authors
Ziyan Zhu1, a,*, , Xuyun Zhou2, b, *,
1Singapore Raffles Music College
2Kyungpook National University

These authors contributed equally.

*Corresponding author. Email:a2839841430@qq.com
Corresponding Authors
Ziyan Zhu, Xuyun Zhou
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.407How to use a DOI?
Keywords
Influencer economy; instagrammable store; marketing management; marketing strategy; new-style tea industry
Abstract

With the development of the Internet in China, the milk tea industry is thriving, and diversified marketing methods have been adopted and obtained good results. Under the influencer economy, the new media such as Weibo and Tiktok have been rising. This paper is concerned about the marketing strategy of the milk tea industry. This paper adopts the case study method, taking HEYTEA as the main case, to explore its marketing strategy and problems. Second-hand data collection is adopted to complete data collection and demonstration. This paper finds that HEYTEA is representative in price, product, promotion and channel in marketing strategy through reasoning, analysis and demonstration. It is concluded that the marketing ideas of the whole milk tea industry should adhere to the diversified marketing development ideas, adhere to the vertical marketing strategy, and adhere to the continuous improvement of products. By disassembling the brand and data of HEYTEA, we learned about its brand development, business model, management, and marketing methods. We dug deep into the success factors that a new tea brand needs to have to rise a new tea brand.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.407How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Ziyan Zhu
AU  - Xuyun Zhou
PY  - 2021
DA  - 2021/12/15
TI  - Analysis of the Marketing Strategy of Instagrammable Store in the New Media Environment
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2505
EP  - 2512
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.407
DO  - 10.2991/assehr.k.211209.407
ID  - Zhu2021
ER  -