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

Brand New Milk Tea Market: Chinese Milk Tea Development and Brand Analysis

Authors
Wingnam Shi1, , Chongxin Yang2, , Pengjun Yu3, *,
1Shanghai YKPao School, 200000, Shanghai,China
2Management School, Lancaster University, LA1 4YW, Lancaster, UK
3Alfred Lerner, University of Delaware, 19711, Newark, U.S.

These authors contributed equally.

*Corresponding author. Email: pengjun@udel.edu
Corresponding Author
Pengjun Yu
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.429How to use a DOI?
Keywords
Milk tea; Future trends; Marketing; Branding; Management
Abstract

Since the beginning of the 20th century, the milk tea industry grew rapidly in China and has become a popular leisure activity for young people. According to the study of three chain stores in China, low-end milk tea stores are inexpensive and affordable, while mid-range milk tea stores have a wide variety and high-end milk tea stores focus on visual effects. The core competitiveness of enterprises could be the ability to continuously push new products and supply chains. Some top brands with perfect supply chain systems save transportation costs, improve efficiency to ensure brand competitiveness. Besides, product innovation and broadening sales channels are beneficial for enterprises to find growth points in homogenized markets and better attract consumers and carry forward Chinese tea and beverage culture. After analysis, the future milk tea market will implement personalized and branded development and the emergence of chain franchise-based store opening mode. While the entire industry has unlimited prospects, there will be a lot of space for development. The results indicate that the milk tea industry will continue to expand in the future, in which innovation and personalization will be necessary to stand out. The milk tea stores will probably implement more diversified cooperation models or research more distinctive products in the future.

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
10.2991/assehr.k.211209.429
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.429How 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  - Wingnam Shi
AU  - Chongxin Yang
AU  - Pengjun Yu
PY  - 2021
DA  - 2021/12/15
TI  - Brand New Milk Tea Market: Chinese Milk Tea Development and Brand Analysis
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2639
EP  - 2647
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.429
DO  - 10.2991/assehr.k.211209.429
ID  - Shi2021
ER  -